北京交通大学硕士专业学位论文
ABSTRACT
Since the year 2013, the companies running fresh fruits & vegetables through E-commerce are facing a rapid business growth. For example in year of 2012, the total value of the agricultural sideline products’ circulation in China market was 2.45 trillion RMB. There was about 20 billion which was circulated in E-Commerce field, which occupied only one percent of the total value. Comparing this minor percentage, the demand for agricultural products increased by 300% reflected the huge gap between them. New E-commerce companies for agricultural products are increasing, the existing E-commerce companies are expanding their product range to agricultural sideline products, as well as traditional off line supermarkets getting started for online agricultural products sales channel, there three types formed current Chinese E-commerce companies involving fresh fruits & vegetables business. There are about 30000 E-commerce companies selling fresh fruits & vegetables, and one out of ten are running agricultural products exclusively.
On the contrary to the increasingly rocketing demand, the profitability of each individual company is comparatively low. There are total 40000 E-commerce companies selling agricultural products, only 1% is making profit; 4% is even; 88% is having profits slightly under expanse; and 7% is facing drastic losses. The main two reasons behind this are: the Cold Chain home delivery service could not be fully implemented to the destination which affects the consuming experience; current models of the Cold Chain home delivery is with a high cost value, if adding the attrition loss, ranging from 10% to 30% of the value, the logistics costs of the last mile home delivery Cold Chain service will be 40RMB each order. The conclusion will be choosing the most effective model of the last mile home delivery Cold Chain service is the key to increase the profits and improve consumers’ satisfactory results.
Under this circumstances, there is a need to study existing home delivery models with a deep understanding of different E-commerce companies requirements, and try to work out a new model of home delivery.
Firstly, the research analyzed on the strengths and weaknesses of currently delivery models, and concluded the issues facing and possible reasons behind.
Secondly, it studied current home delivery models for general products, not only fresh
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北京交通大学硕士专业学位论文 ABSTRACT
goods, with different stakeholders’ point of view, to compare the differences.
Thirdly, it works out a suggestion on mixing self-running home delivery with the 3rd party home delivery models, and utilized the new deliveries’ methods. Each company could choose the best solutions which matching with their sales operations and maximizing their profits.
Finally, it stated the details need more research and make it customer-friendly.
KEYWORDS:E-commerce for agricultural products; Cold Chain delivery; Home delivery models
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北京交通大学硕士专业学位论文
目录
致谢 ....................................................................................................................................... II 摘要 ...................................................................................................................................... III ABSTRACT ............................................................................................................................. IV 目录 ...................................................................................................................................... VI 1 引言 ................................................................................................................................. 1 1.1研究背景和意义 ........................................................................................................ 1 1.1.1研究背景 ............................................................................................................. 1 1.1.2研究意义 ............................................................................................................. 2 1.2 研究内容和方法 ........................................................................................................ 3 1.2.1研究内容 ............................................................................................................. 3 1.2.2研究方法 ............................................................................................................. 3 1.3 论文逻辑结构 ............................................................................................................ 4 1.4论文特色与创新点 .................................................................................................... 5 2. 理论基础与文献综述 ...................................................................................................... 6 2.1 冷链与冷链物流 ...................................................................................................... 6 2.1.1 冷链 .................................................................................................................. 6 2.1.2 冷链物流 .......................................................................................................... 7 2.2 B2C电子商务最后一公里概念 ............................................................................... 8 2.2.1概念 ..................................................................................................................... 8 2.2.2国内外冷链发展现状 ......................................................................................... 9 2.2.3 B2C电子商务冷链物流与传统物流的区别与联系 ..................................... 10 2.3 文献综述 .................................................................................................................. 11 2.3.1 冷链物流 .......................................................................................................... 11 2.3.2最后一公里 ....................................................................................................... 11 2.3.3 冷链配送的“最后一公里”难题 ....................................................................... 12 2.3.4 已有研究的不足之处 ...................................................................................... 13 3 B2C电子商务下冷链物流最后一公里配送现状、问题及原因 ................................... 14 3.1 B2C电子商务下冷链物流最后一公里配送现状分析调查 ................................... 14
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北京交通大学硕士专业学位论文
3.1.1我国线上生鲜产品需求结构分析 ................................................................... 14 3.1.2 冷链物流量分析 ............................................................................................ 16 3.1.3 B2C电子商务物流“最后一公里”现有配送模式类型理论 ........................ 17 3.1.4 我国B2C电商冷链最后一公里配送现有模式分类 ...................................... 19 3.2 现有配送存在问题总结 ........................................................................................ 22 3.2.1成本高居不下 ................................................................................................... 22 3.2.2
冷链宅配服务水平较低 .............................................................................. 22
3.2.3 冷链最后一公里基础设施不健全 .................................................................. 22 3.2.4 配送模式单一 .................................................................................................. 23 3.3 存在问题的原因 .................................................................................................... 24 3.3.1产品难以标准化且损耗高 ............................................................................... 24 3.3.2 无法做到全品类管理 ...................................................................................... 24 3.3.3 物流成本高昂 ................................................................................................ 24 3.3.4 生鲜食品配送质量要求高 ............................................................................ 24 4
B2C生鲜电商“最后一公里”的配送模式分析 .................................................... 25
4.1 “最后一公里”配送模式选择的影响要素分析 ............................................... 25 4.1.1
产品属性 ...................................................................................................... 25
4.1.2 服务水平 .......................................................................................................... 26 4.1.3电商企业角度 ................................................................................................... 28 4.1.4社会资源运用角度 ........................................................................................... 28 4.2 现有成熟配送模式、成因和适用情况分析 ..................................................... 29 4.2.1 4.2.2 4.2.3 4.2.4 4.2.5
电商自建的物流宅配最后一公里模式 ...................................................... 29 与便利店合作 .............................................................................................. 30 专门的物流门店 .......................................................................................... 30 共同配送 ...................................................................................................... 30 自助收货系统 .............................................................................................. 31
4.3 现有B2C电商最后一公里配送新模式分析 ........................................................ 32 4.3.1 达达配送 .......................................................................................................... 32 4.3.2 云鸟同城配送网络 .......................................................................................... 33 4.3.3 菜鸟驿站 .......................................................................................................... 34 5 B2C生鲜电商“最后一公里”的配送模式选择 ........................................................ 36 5.1 冷链配送自营物流模式 ..................................................................................... 36 5.2 冷链配送共同配送模式 ..................................................................................... 37
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北京交通大学硕士专业学位论文
5.3 小型生鲜电商适用的社区冷链模式 ....................................................................... 38 6 生鲜电商浙江遂昌土猪肉案例分析 ........................................................................... 39 6.1生鲜电商案例 .......................................................................................................... 39 6.2案例分析 .................................................................................................................. 39 7结论与展望 ...................................................................................................................... 40 7.1 结论 ......................................................................................................................... 40 7.2 展望 .......................................................................................................................... 41 参考文献 ............................................................................................................................. 42
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