中国流通经济
中國流通經濟
중국류통경제
CHINA BUSINESS AND MARKET
2015年
1期
43-50
,共8页
电商企业%生鲜产品%物流模式创新
電商企業%生鮮產品%物流模式創新
전상기업%생선산품%물류모식창신
e-commerce enterprises%fresh products%innovation of logistics model
电商企业构建新型生鲜产品物流模式是其降低生鲜产品物流成本、提高物流活动运作效率的重要手段，也是当前电商企业发展生鲜业务亟待解决的重要问题。对从事生鲜业务的典型电商企业进行分析发现，现有电商企业生鲜产品物流模式可归纳为“自营物流”、“自营物流+第三方物流”、“自营物流+消费者自提/自营配送”等三类。三种物流模式均有其适用范围，均有存在的必要。然而，随着食品本地化趋势的日益明显，从事生鲜业务的电商企业与本地农场、线下社区相结合成为发展生鲜业务的新趋势。为适应生鲜业务发展新趋势，降低物流成本，可采取“第三方物流+消费者自提/第三方配送”模式。该模式的运作始于消费者在线下单，信息通过网站传至自营或签约的农场及基地，之后再由第三方物流企业通过冷链运到仓库、流通加工中心、社区终端店，多数生鲜产品通过消费者自提，极少数生鲜产品通过第三方物流配送。该模式有利于企业集中精力发展核心业务，具有降低物流成本、改善购物体验两大明显优势，是本地化趋势下中小型电商企业发展生鲜业务的较佳选择。但是，该模式仅适用于中小型电商企业，对其他从事生鲜业务电商企业的适用性尚不可知，且实施过程中一定要注意电商企业对物流活动的控制力、电商企业与消费者之间的关系、电商企业供应商管理、电商企业终端店选址等问题。
電商企業構建新型生鮮產品物流模式是其降低生鮮產品物流成本、提高物流活動運作效率的重要手段，也是噹前電商企業髮展生鮮業務亟待解決的重要問題。對從事生鮮業務的典型電商企業進行分析髮現，現有電商企業生鮮產品物流模式可歸納為“自營物流”、“自營物流+第三方物流”、“自營物流+消費者自提/自營配送”等三類。三種物流模式均有其適用範圍，均有存在的必要。然而，隨著食品本地化趨勢的日益明顯，從事生鮮業務的電商企業與本地農場、線下社區相結閤成為髮展生鮮業務的新趨勢。為適應生鮮業務髮展新趨勢，降低物流成本，可採取“第三方物流+消費者自提/第三方配送”模式。該模式的運作始于消費者在線下單，信息通過網站傳至自營或籤約的農場及基地，之後再由第三方物流企業通過冷鏈運到倉庫、流通加工中心、社區終耑店，多數生鮮產品通過消費者自提，極少數生鮮產品通過第三方物流配送。該模式有利于企業集中精力髮展覈心業務，具有降低物流成本、改善購物體驗兩大明顯優勢，是本地化趨勢下中小型電商企業髮展生鮮業務的較佳選擇。但是，該模式僅適用于中小型電商企業，對其他從事生鮮業務電商企業的適用性尚不可知，且實施過程中一定要註意電商企業對物流活動的控製力、電商企業與消費者之間的關繫、電商企業供應商管理、電商企業終耑店選阯等問題。
전상기업구건신형생선산품물류모식시기강저생선산품물류성본、제고물류활동운작효솔적중요수단，야시당전전상기업발전생선업무극대해결적중요문제。대종사생선업무적전형전상기업진행분석발현，현유전상기업생선산품물류모식가귀납위“자영물류”、“자영물류+제삼방물류”、“자영물류+소비자자제/자영배송”등삼류。삼충물류모식균유기괄용범위，균유존재적필요。연이，수착식품본지화추세적일익명현，종사생선업무적전상기업여본지농장、선하사구상결합성위발전생선업무적신추세。위괄응생선업무발전신추세，강저물류성본，가채취“제삼방물류+소비자자제/제삼방배송”모식。해모식적운작시우소비자재선하단，신식통과망참전지자영혹첨약적농장급기지，지후재유제삼방물류기업통과랭련운도창고、류통가공중심、사구종단점，다수생선산품통과소비자자제，겁소수생선산품통과제삼방물류배송。해모식유리우기업집중정력발전핵심업무，구유강저물류성본、개선구물체험량대명현우세，시본지화추세하중소형전상기업발전생선업무적교가선택。단시，해모식부괄용우중소형전상기업，대기타종사생선업무전상기업적괄용성상불가지，차실시과정중일정요주의전상기업대물류활동적공제력、전상기업여소비자지간적관계、전상기업공응상관리、전상기업종단점선지등문제。
The innovation of fresh products logistics model of e-commerce enterprises is the key method to reduce logistics costs and improve logistics efficiency and it is the major problem that need to be solved quickly. Based on the analysis of typical fresh products e-commerce enterprises,the existing fresh products logistics models can be divided as "self-support logistics","self-support logistics and third party logistics (3PL)" and "self-support logistics and consumers’carrying or self-support distribution". Each model has its own application pattern. However,with food localization,there will be a new trend of combination of fresh products e-commerce enterprises,local farms,and offline communities (such as community service station and convenience store). To adapt to the new development trend of fresh products related business and reduce logistic cost,we should adopt the model of "3PL and consumers' carrying or third party distribution". The operation of this model begins from consumers' online order;the related information was delivered to self-support or contracted farms and bases through internet;then,the products will be delivered to warehouses,processing centers and community terminals by 3PL enterprises through cold chain logistics;most of the products are picked up by consumers and few of those products is distributed by 3PL enterprises. This model can help the enterprises to concentrate on their core business and has the advantages of reducing logistic cost and improving purchasing experiences;it is also the better choice for small and medium e-commerce enterprises to develop fresh products related business under the background of localization. But this model is only suitable to small and medium e-commerce enterprises;and its suitability to other e-commerce enterprises is unknowable. In implementing this model,we should notice such problems as the control power of e-commerce enterprises on logistic activities,the relation between e-commerce enterprises and consumers,supplier management and the location problem of e-commerce enterprises' terminal stores.
