服务主导逻辑下的农产品电商供应链模式创新研究

Research on Innovation of E-Commerce Supply Chain of Agricultural Products under Service Dominant Logic

农产品电商近年来发展迅速,但整体的市场渗透率不高,消费者对农产品电商的信任程度和感知体验均有待提升,很多电商企业处于亏损经营状态。传统的以产品为核心的运作及流程改进无法有效解决当前农产品电商存在的问题。在新消费趋势下,需要以服务为核心实施农产品电商供应链创新。文章深入探讨了服务主导逻辑下的农产品电商供应链模式创新问题。研究发现,为了适应消费升级的需求,农产品电商供应链应由产品供应链转变为服务供应链,基于服务理念创新供应链模式。服务主导逻辑下农产品电商供应链的核心要素包括重视过程和体验、顾客参与和价值共创、服务导向。基于服务主导逻辑的农产品电商供应链模式创新包含三个层次,分别为基于整合解决方案的创新、基于服务场景的创新、基于服务生态系统的创新。

E-commerce of agricultural products has developed rapidly in recent years,which has become an important part of agricultural products circulation system.However,the overall market penetration rate of the e-commerce of agricultural products is not high.Consumers’ trust and apperceived experience still need to be improved,and many e-business enterprises are in a state of deficit.The improvement of the traditional business mode focusing on products cannot effectively solve the current problems.With the new consumption trend,it is necessary to take service as the core to innovate the e-commerce supply chain of agricultural products.Therefore,the paper discusses the innovation of agricultural products e-commerce supply chain under the service-oriented logic.The results show that the e-commerce supply chain of agricultural products should be changed from the orientation of products to service based on the innovative updating of the service concept.Under the service-oriented logic,the core elements of agricultural e-commerce supply chain include emphasizing the process and experience,customer participation,value creation,and service orientation.It consists of three levels:innovation based on integrated solutions,innovation based on service scenarios and innovation based on service ecosystem.