生鲜农产品O2O配送模式的评价及选择研究

发布时间：2019-02-23 16:43

【摘要】：近年来O2O成为电子商务的一种新模式,更多实体企业开始关注这个领域。生鲜农产品O2O的出现,一定程度上满足了不同人群的消费需求,对碎片化市场进行整合。而配送是制约其发展的重要因素。因而选择恰当的生鲜配送模式成为生鲜电商企业亟待解决的问题。本文在对生鲜农产品O2O配送模式的研究和分析基础上,总结出具有普遍性的生鲜O2O配送模式。结合八家具有代表性的生鲜O2O电商企业进行实证研究,通过专家的评判打分,在平衡计分卡的方法下建立生鲜O2O配送模式的指标评价体系。同时,在数据分析阶段运用层次分析法对所建立的各层次指标进行量化分析,构建判断矩阵,通过计算可以得出四种配送模式各自的权重。根据最终的结果,对四种模式进行评价。评价结果为生鲜O2O企业选择合适的配送模式提供借鉴。
[Abstract]:In recent years, O-2O has become a new mode of e-commerce, more and more entity enterprises begin to pay attention to this field. The appearance of fresh agricultural product O _ 2O to some extent meets the consumption demand of different people and integrates the fragmented market. Distribution is an important factor restricting its development. Therefore, the choice of appropriate fresh distribution mode has become a problem to be solved urgently. Based on the research and analysis of the distribution mode of fresh agricultural products, this paper summarizes the universal distribution mode of fresh O2O. Based on the empirical study of eight representative fresh O2O e-commerce enterprises, the index evaluation system of fresh O2O distribution model is established under the method of balanced scorecard. At the same time, in the stage of data analysis, the analytic hierarchy process (AHP) is used to quantify the indexes established, and the judgment matrix is constructed. The weight of each of the four distribution modes can be obtained by calculation. According to the final results, the four models were evaluated. The evaluation results provide reference for fresh O2O enterprises to choose the appropriate distribution mode.
【学位授予单位】：武汉轻工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F323.7;F724.6

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