O2O模式下生鲜农产品流通渠道分析

发布时间：2018-03-16 16:41

本文选题：生鲜农产品　切入点：流通渠道　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着网络信息技术的广泛应用,生鲜农产品出现了明显的电商化趋势,如垂直生鲜电商接连涌现、综合电商涉足生鲜行业以及传统生鲜企业涉水O2O等。众所周知,生鲜农产品作为人们生活必需品,具有消费量大复购率高的特点,同时生鲜农产品又依附于其生物特性,具有易腐败、易损耗,不易储存的特点。生鲜农产品流通关系着民生是三农问题的重点,受到了党和人民的广泛重视。传统的生鲜农产品流通渠道下,商品损耗高、流通环节重重加价等问题严重影响了人们食品安全和农民收益,菜贱伤农,菜贵伤民等现象屡见不鲜。电子商务模式为生鲜农产品开辟了新的流通渠道,其中整合线上与线下资源的O2O模式,更是满足生鲜农产品消费需求的新突破。本文从现实入手,依托流通链的SCE框架,对比分析传统模式和O2O模式下生鲜农产品流通渠道的渠道结构和渠道行为以及其对流通渠道效率的影响。运用数据包络分析方法构建生鲜农产品O2O流通渠道效率评价体系,选取四种O2O渠道模式下的8个企业数据进行实证分析,得出当前我国生鲜农产品O2O流通渠道整体运行纯技术效率较高,普遍存在规模报酬递增的现象。结合生鲜农产品O2O流通渠道发展年限较短,市场渗透率不足2%等特点,认为生鲜农产品O2O流通渠道应从扩大流通规模角度入手进行效率改进。并通过分析当前生鲜农产品O2O流通渠道发展现状和运行中的质量标准体系不健全、物流配送体系不完善以及逆向物流制度欠缺等问题,给出可行的政策建议,认为应从构建生鲜农产品质量标准及追溯体系、加强基础物流及冷链物流体系建设、通过O2O与C2B的结合培养消费者等方面进行改进,以期对我国生鲜农产品O2O流通渠道未来发展提供借鉴。
[Abstract]:With the wide application of network information technology, there is an obvious trend of electromerization of fresh agricultural products, such as vertical fresh e-commerce, integrated e-commerce involved in fresh food industry and traditional fresh-fresh enterprises, etc. As we all know, As a necessity of daily life, fresh agricultural products have the characteristics of high consumption and high rate of repurchase. At the same time, fresh agricultural products depend on their biological characteristics, which are prone to corruption and wear and tear. The circulation of fresh agricultural products is the focus of the issue of agriculture, rural areas and farmers, and has received extensive attention from the Party and the people. Under the traditional circulation channels of fresh agricultural products, the consumption of commodities is high. Problems such as heavy price increases in circulation links have seriously affected people's food safety and farmers' income. The phenomenon of cheap vegetables hurting farmers and vegetables expensive hurting people is common. The electronic commerce model has opened up new circulation channels for fresh agricultural products. Among them, the O2O mode of integrating online and offline resources is a new breakthrough to meet the consumption demand of fresh agricultural products. This paper starts with reality and relies on the SCE framework of circulation chain. Comparing and analyzing the channel structure and channel behavior of fresh agricultural products circulation channel under traditional mode and O2O mode, and its influence on circulation channel efficiency, using the method of data envelopment analysis to construct the evaluation system of the circulation channel efficiency of fresh agricultural products. Eight enterprises' data under four O _ 2O channel models are selected for empirical analysis. It is concluded that the overall operating efficiency of the O2O circulation channel of fresh agricultural products in China is relatively high. The phenomenon of increasing returns of scale exists generally. Combined with the characteristics of the short development years of the O _ 2O circulation channel for fresh agricultural products, the market penetration rate is less than 2%, and so on. It is considered that the circulation channel of fresh agricultural products should be improved from the angle of expanding the circulation scale, and the current situation of the circulation channel of fresh agricultural products and the quality standard system in operation are not perfect by analyzing the current situation of the circulation channel of fresh agricultural products. This paper puts forward some feasible policy suggestions on the imperfection of logistics distribution system and the shortage of reverse logistics system, and points out that the construction of basic logistics and cold chain logistics system should be strengthened from the construction of quality standard and traceability system of fresh agricultural products. In order to provide reference for the future development of O2O circulation channel of fresh agricultural products in our country, we can improve the cultivation of consumers through the combination of O2O and C2B.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F326.6

【相似文献】