智慧物流助力生鲜农产品营销策略研究  

Research on Marketing Strategy of Fresh Agricultural Products Aided by Intelligent Logistics

作　　者：薛成森 梁傲男 XUE Cheng-sen;LIANG Ao-nan(Shandong Vocational University of Foreign Affairs,Weihai 264504,China)

机构地区：[1]山东外事职业大学,山东威海264504

出　　处：《物流工程与管理》2023年第8期120-122,共3页Logistics Engineering and Management

基　　金：山东省艺术教育专项课题:传统文化助推乡村振兴商业模式创新研究,课题号:L2022Y10170235;2023年山东省艺术科学重点课题:智慧物流助力乡村农产品文化振兴评价指标及推进路径研究,编号:23QZ03270067,立项号:L2023Q04190117。

摘　　要：生鲜农产品是人们日常主要的消耗品之一,生产企业可以通过流通过程中的物流服务营销提升企业竞争力。在竞争日益激烈的消费市场中,传统物流模式升级为智慧物流模式以向消费者提供更优质的服务,以此构建智慧化信息共享以引导市场需求、树立智慧物流服务理念以实行差别经营、智能配置资源以提升物流能力、发展智能化产品以提升品牌价值。Fresh agricultural products is one of the main daily consumables,production enterprises can enhance the competitiveness of enterprises through the logistics service marketing in the circulation process.Under the increasingly fierce competition in the consumer market,the traditional logistics mode is upgraded to smart logistics mode to provide consumers with better service,building intelligent information sharing to guide market demand,setting up intelligent logistics service concept to implement differential management,intelligently allocating resources to improve logistics capacity,developing intelligent product to improve brand value.

关 键 词：智慧物流 物流服务营销 生鲜农产品 

分 类 号：F324[经济管理—产业经济]