顾客满意度视角下的社区团购生鲜农产品配送系统优化  

Optimization of Fresh Agricultural Product Delivery System in Community Group Buying from the Perspective of Customer Satisfaction

作　　者：杨金海 唐喻 王肖 YANG Jin-hai;TANG Yu;WANG Xiao(School of Business,Hunan University of Technology,Zhuzhou 412007,China)

机构地区：[1]湖南工业大学商学院,湖南株洲412007

出　　处：《湖北科技学院学报》2025年第2期17-25,共9页Journal of Hubei University of Science and Technology

基　　金：国家社科基金立项课题“乡村振兴战略下县、乡、村三级农村物流协同机制研究”(19BGL177)。

摘　　要：随着我国互联网技术的普及和新零售模式的发展,为生鲜农产品配送市场的增长提供了动力。受新冠疫情影响,社区团购逐步成为生鲜农产品配送的新零售模式。本文通过文献研究法和改进型序关系法来分析配送系统的影响因素,分析顾客满意度对生鲜农产品配送系统的影响,采用系统动力学分析各因素间因果关系,并构建系统动力模型,最后对该配送系统进行仿真优化研究。研究发现:生鲜农产品的质量感知、多样性体验、团长运营水平、物流服务水平、线上服务水平是影响顾客满意度的主要因素,同时,优化流通加工作业能力能为社区团购生鲜农产品配送系统顾客满意度增加提供最大化助力。With the popularization of Internet technology and the development of new retail models in China,the growth of fresh agricultural product distribution market has been driven.Affected by the COVID-19,community group buying has gradually become a new retail mode of fresh agricultural product distribution.This article studies the influencing factors of the distribution system through literature research and improved sequential relationship method,and analyzes the impact of customer satisfaction on the fresh agricultural product distribution system.By using system dynamics,it further analyzes the causal relationship between various factors and constructs a system dynamics model.Finally,it studies how to simulate and optimize the distribution system.Research has found that the quality perception,diversity experience,team leader operation level,logistics service level,and online service level of fresh agricultural products are the main factors affecting customer satisfaction.At the same time,optimizing circulation and processing capabilities can provide maximum assistance in increasing customer satisfaction to the fresh agricultural product distribution system in community group buying.

关 键 词：生鲜农产品配送 系统动力学 顾客满意度 

分 类 号：F326.6[经济管理—产业经济]