大数据视角下生鲜电商供应链物流服务策略研究  

Research on the Logistics Service Strategy of Fresh Food E-commerce Supply Chain from the Perspective of Big Data

作　　者：石成玉[1] 陈怪亨 王妍 王荣彬[2] SHI Chengyu;CHEN Guaiheng;WANG Yan;WANG Rongbin

机构地区：[1]昆明理工大学管理与经济学院,昆明650093 [2]昆明理工大学,昆明650093

出　　处：《农业技术经济》2023年第10期129-144,共16页Journal of Agrotechnical Economics

基　　金：云南省哲学社会科学规划一般项目“不完全契约、融资约束与企业流动性持有价值”(编号:YB2020023);云南省人才培养项目“矛盾信息情境下消费者网络购买行为研究”(编号:KKSY201408035);昆明理工大学管理与经济学院热点前沿项目“医院服务质量与服务公平性对患者态度的影响研究”(编号:QY2014003)。

摘　　要：本文通过网络爬虫获取京东自营店、天猫官方旗舰店生鲜产品在线评论数据,基于知网情感词典对在线评论进行数值化处理,通过TF-IDF计算指标权重,从可靠性、时效性、专业性、移情性四个维度,对比生鲜电商供应链不同物流服务策略及不同生鲜产品(肉、蔬菜、水产、水果)间的差异。结果表明,自营物流服务各维度均优于第三方物流,但专业性优势不显著;不同生鲜产品中,水果、蔬菜物流服务评价均较低。自营物流企业具有良好口碑,品牌影响力大,应依托大数据、云计算完善冷链物流体系,利用完备的仓储、配送体系提升农产品流通效率;第三方物流企业应加强平台信息共享,促进生鲜电商供应链各节点联盟合作,实现从订单到交付全流程精准服务,提升配送人员职业素养,为消费者提供安全、健康的生鲜产品和良好的购物体验。The reliability,timeliness,professionalism,and empathic qualities of different logistical service techniques of fresh food e-commerce supply chains and different fresh products(meat,vegetables,aquatic products,and fruits)are compared in this research.They are validated using TF-IDF calculations based on index weights.Online review data of fresh products from Jingdong self-operated stores and T-mall official flagship stores are obtained through web crawlers and numerically processed with the CNKI sentiment dictionary.The findings reveal that:self-operated logistics service is better than third-party logistics in all dimensions,but their professionalism is not significant.Among different fresh products,evaluation of logistics service of fruits and vegetables is low.Self-operated logistics enterprises should rely on big data and cloud computing to improve the cold chain logistics system and use a complete warehousing and distribution system to enhance the efficiency of agricultural product circulation as they have good reputation and corporate brand influence.Third-party logistics enterprises should strengthen platform information sharing and promote alliance cooperation among various nodes of the fresh produce e-commerce supply chain.As a result,customers will receive a complete and accurate service from ordering to delivery,distribution staff will become more professional,and consumers will have a pleasant shopping experience and safe,nutritious fresh items.

关 键 词：生鲜电商 自营物流 第三方物流 服务策略 

分 类 号：F724.6[经济管理—产业经济] F252