0生鲜电商最后一公里配送模式研究摘 要 随着时代的快速发展，生鲜电商也借着飞速发展的网络计算机技术坐上了飞驰的列车。近年来，新兴电子商务被视为电子商务领域的新蓝海。随着电子商务的快速发展和对新鲜产品需求的不断增加，消费者在网上购物过程中更加注重新鲜商品的安全性和新鲜性。新兴电子商务的最后一公里配送问题已成为物流界亟待解决的重大问题。本文首先从现有研究文献出发，研究并且分析各种理论以及相关概念，进一步探究生鲜电商最后一公里配送存在的问题。然后，在理论分析的基础上建立了本文的评价指标体系，并使用层次分析法对各评价指标进行了权重的分配，从而使得对于生鲜产品的消费者综合满意度的评价得以量化。进一步地，本文以京东生鲜为例，进行了案例分析。最后，总结出相应的解决策略。关键词生鲜电商；最后一公里；配送模式AbstractWith the rapid development of the times, fresh e-commerce also takes advantage of the rapid development of network computer technology to ride on the fast-moving train. In recent 1years, emerging e-commerce has been regarded as a new blue sea in the field of e-commerce. consumers pay more attention to the safety and freshness of fresh goods in the process of online shopping. The last kilometer distribution problem of emerging e-commerce has become a major problem to be solved urgently in the logistics industry. Firstly, based on the existing research literature, this paper studies and explains various concepts, and summarizes the "last kilometer" distribution problems of fresh e-commerce. Then, on the basis of theoretical analysis, this paper establishes the evaluation index system, and uses the analytic hierarchy process to distribute the weight of each evaluation index, so as to quantify the evaluation of consumers'comprehensive satisfaction with fresh products. Furthermore, this paper takes fresh food in Jingdong as an example to make a case study. Finally, the corresponding solutions are summarized.Ke...
