供应链视角下我国生鲜农产品电商发展模式探析与提升策略

Analysis on the Development Mode and Promotion Strategy of China’s Fresh E-Commerce under the Perspective of Supply Chain

生鲜电商作为一种新型农产品流通方式已经和居民生活深度融合,在保障农产品供给和促进消费提质升级方面具有重要作用,生鲜农产品高损耗、及时性强的特点为生鲜电商供应链建设提出较高要求。本文基于供应链视角分别对前置仓、社区团购和店仓一体化这3类主要生鲜电商发展模式进行优劣分析,进一步总结分析生鲜电商还存在生产分散、冷链运输建设不完善、配送难度大等共通问题,并针对目前生鲜电商供应链建设存在的问题提出改善策略,为我国生鲜电商行业持续健康发展提供一定参考。

Fresh food e-commerce as a new type of agricultural products circulation has been deeply integrated with residents’ lives, and has an important role in guaranteeing the supply of agricultural products and promoting the quality and upgrading of consumption. The characteristics of fresh agricultural products with high loss and timeliness put forward high requirements for the construction of fresh food e-commerce supply chain. Based on the supply chain perspective, this paper analyzes the advantages and disadvantages of the three main fresh food e-commerce development modes, namely, front warehouse, community buying group and in-store as warehouse, and further summarizes and analyzes the common problems in fresh e-commerce such as dispersion of production, imperfect cold chain transportation construction and difficult distribution. Based on the problems existing in the supply chain construction of fresh e-commerce, this paper puts forward the improvement strategies to address the problems, so as to provide certain references for the sustained and healthy development of the fresh food e-commerce industry in China.