电商赋能下生鲜农产品物流配送模式的评价与优化策略研究  

Evaluation and Optimization Strategy Research on the Logistics Distribution Mode of Fresh Agricultural Products Under E-Commerce Empowerment

作　　者：钟燕[1] ZHONG Yan(Zhejiang Changzheng Vocational and Technical College,Hangzhou 310023,China)

机构地区：[1]浙江长征职业技术学院,浙江杭州310023

出　　处：《物流科技》2024年第12期20-25,30,共7页Logistics Sci-Tech

基　　金：浙江省教育厅课题“新媒体时代青年消费行为对浙江老字号营销策略影响研究”(Y202352248)。

摘　　要：随着电子商务的快速发展,生鲜农产品电商已成为农产品流通的重要渠道。然而,生鲜农产品具有易腐、易损等特性,在物流配送过程中面临着诸多挑战。文章利用层次分析法和模糊综合评价法构建了生鲜农产品电商物流配送模式的评价体系,并通过实证分析和案例研究对不同模式下的生鲜农产品物流配送进行了综合评价。最后,基于评价结果和存在的问题提出了生鲜农产品电商物流配送的优化策略。通过实施这些优化策略,有望进一步提高生鲜农产品电商物流的配送效率和质量,满足消费者多样化的需求,促进农业和电子商务深度融合发展。With the rapid development of e-commerce,fresh agricultural product e-commerce has become an important channel for the circulation of agricultural products.However,fresh agricultural products face many challenges in the logistics distribution process due to their perishable and vulnerable characteristics.This article uses the Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation Method to construct an evaluation system for the logistics distribution mode of fresh agricultural product e-commerce,and conducts a comprehensive evaluation of the logistics distribution of fresh agricultural products under different modes through empirical analysis and case studies.Finally,based on the evaluation results and existing problems,optimization strategies for the logistics distribution of fresh agricultural product e-commerce are proposed.Through implementing these optimization strategies,it is expected to further improve the efficiency and quality of e-commerce logistics distribution of fresh agricultural products,meet the diversified needs of consumers,and promote the in-depth integration and development of agriculture and e-commerce.

关 键 词：生鲜农产品 配送模式 评价 优化 

分 类 号：F724.6[经济管理—产业经济] F326.6