基于直播电商背景下的物流配送满意度研究——以生鲜产品为例  

Research on Logistics Distribution Satisfaction Based on Live Streaming E-Commerce Background—Taking Fresh Products as an Example

作　　者：周倩 黄镇 

机构地区：[1]贵州大学建筑与城市规划学院,贵州 贵阳

出　　处：《电子商务评论》2025年第2期1220-1226,共7页E-Commerce Letters

摘　　要：随着互联网经济和物流运输产业的迅速发展,直播电商模式逐渐成为一种新的营销模式,为传统零售行业带来了全新的营销方式和销售渠道。以电商平台为依托,新的生鲜产品销售模式不仅为顾客带来了全新的消费感受,使广大消费者足不出户便可享受到直播购物的便利性,同时也为生鲜产品销售商提供了新的销售方式。然而生鲜产品具有易腐易损性,存在运输损耗大和物流成本高的特点,使得物流配送作为整个商业活动链条的关键环节却存在着问题,尤其是物流配送与商品质量问题会使得消费者对生鲜产品的满意度不高,这一问题亟待解决。本文从顾客满意度的视角进行分析总结了生鲜产品配送服务中的潜在问题,并在最后根据存在问题提出了相应的建议。With the rapid development of the Internet economy and the logistics and transportation industry, the live streaming e-commerce model has gradually become a new marketing model, bringing new marketing methods and sales channels to the traditional retail industry. Based on the e-commerce platform, the new fresh product sales model not only brings new consumption feelings to customers, but also enables consumers to enjoy the convenience of live shopping without leaving home. At the same time, it also provides a new sales method for fresh product sellers. However, fresh products are perishable and vulnerable, and have the characteristics of large transportation loss and high logistics cost, which makes logistics distribution a key link in the whole commercial activity chain. In particular, logistics distribution and commodity quality problems will make consumers less satisfied with fresh products. This problem needs to be solved urgently. This paper analyzes and summarizes the potential problems in the distribution service of fresh products from the perspective of customer satisfaction, and puts forward corresponding suggestions according to the existing problems.

关 键 词：直播电商 物流配送 满意度 生鲜产品 

分 类 号：F42[经济管理—产业经济]