生鲜农产品网购物流支持策略及评价体系研究

发布时间：2018-05-31 07:07

本文选题：生鲜农产品网购 + 物流策略　；参考：《北京交通大学》2015年硕士论文

【摘要】：近几年,随着电子商务的发展,一部分生鲜农产品的交易形式已经由传统渠道向网购的形式过渡,一些电商网站也开始尝试销售生鲜农产品,同时一些传统企业也开始建立电子商务网站来促进本企业生鲜农产品的销售。然而有关数据显示,生鲜农产品网购在农产品总交易额中所占的比例很小。主要原因是消费者认为生鲜农产品从电商到自己手中这个过程具有未可知性,也不能保证生鲜农产品到自己手中完好无损,这就涉及到物流过程,从而物流也成为了限制生鲜农产品网购发展的主要因素。基于上述背景,笔者选择了适合我国发展现状的生鲜农产品网购物流支持策略并构建评价体系对策略的效果进行评价。本文主要有以下研究内容： (1)以生鲜农产品、生鲜农产品网购和生鲜农产品物流的概念及特点为基础,分析生鲜农产品网购对物流的特殊要求,并对生鲜农产品网购物流的概念进行了明确的界定； (2)通过分析中美生鲜农产品网购物流发展现状并进行总结,对比各种物流模式的优缺点,笔者选择采用自营物流+第三方物流的组合策略来支持生鲜农产品网购的发展,并详细列出选择此策略的出发点、原因以及此策略能够给生鲜农产品网购平台带来的好处； (3)选择物流策略之后,笔者从物流设施和运作效率的角度出发构建了一套生鲜农产品网购的自营物流+第三方物流的组合策略的绩效评价指标体系。 (4)通过对中粮我买网生鲜农产品物流策略的实证研究,对生鲜农产品网购平台采取自营物流+第三方物流的组合策略的效果进行综合评价。评价方法采用基于AHP的模糊综合评价法：通过调查问卷的形式向10位专家征询意见对每个指标进行打分,采用AHP层次分析法计算出每个指标的权重；然后邀请20位专业人士对每个指标的隶属关系打分,采用综合模糊评价法计算出综合评价结果,并对各级评价结果进行分析。 (5)基于上述综合评价结果,最后笔者从外部环境、物流装配水平和环保方面提出一些建议,希望我国生鲜农产品网购得到更快的发展。
[Abstract]:In recent years, with the development of electronic commerce, some fresh agricultural products have been transferred from traditional channels to online shopping, and some e-commerce websites have begun to try to sell fresh agricultural products. At the same time, some traditional enterprises also began to set up e-commerce websites to promote the sale of fresh agricultural products. However, the relevant data shows that fresh agricultural products online purchase in the total agricultural products transactions accounted for a small proportion. The main reason is that consumers believe that the process of fresh agricultural products from e-commerce to their own hands is unknowable, and there is no guarantee that fresh agricultural products will be intact in their own hands. This involves the logistics process. Thus logistics has also become the main factor restricting the development of fresh agricultural products online shopping. Based on the above background, the author chooses the logistics support strategy of fresh agricultural products online shopping, which is suitable for the development of our country, and constructs an evaluation system to evaluate the effect of the strategy. The main contents of this paper are as follows: 1) based on the concept and characteristics of fresh agricultural products, fresh agricultural products online shopping and fresh agricultural products logistics, this paper analyzes the special requirements of fresh agricultural products online shopping to logistics, and defines the concept of fresh agricultural products online shopping logistics. 2) by analyzing the current situation and summarizing the development of online shopping logistics of fresh agricultural products in China and America, and comparing the advantages and disadvantages of various logistics modes, the author chooses to adopt the combination strategy of third-party logistics of self-owned logistics to support the development of online shopping of fresh agricultural products. And the starting point of choosing this strategy, the reasons and the benefits that this strategy can bring to the online shopping platform of fresh agricultural products are listed in detail. After choosing the logistics strategy, the author constructs a set of performance evaluation index system of the combination strategy of self-owned logistics third party logistics from the point of view of logistics facilities and operation efficiency. 4) through the empirical study on the logistics strategy of fresh agricultural products on Cofco net, this paper comprehensively evaluates the effect of adopting the combination strategy of the third party logistics of self-owned logistics on the net shopping platform of fresh agricultural products The evaluation method is fuzzy comprehensive evaluation method based on AHP: 10 experts are consulted on each index by questionnaire, and the weight of each index is calculated by AHP analytic hierarchy process (AHP). Then 20 professionals were invited to score the membership relationship of each index, and the comprehensive evaluation results were calculated by comprehensive fuzzy evaluation method, and the evaluation results at all levels were analyzed. Finally, the author puts forward some suggestions from the aspects of external environment, logistics assembly level and environmental protection, hoping that the online purchase of fresh agricultural products in China will develop more quickly.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.6;F724.6

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