我国生鲜电商“最后一公里”众包配送模式
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摘要
我国生鲜电商市场潜力巨大,但由于"最后一公里"配送环节成本高,损耗大,配送服务质量与顾客需求不匹配,严重阻碍了我国生鲜电商的进一步发展。基于生鲜物流"最后一公里"配送质量、顾客需求及生鲜众包模式接受度调查数据,鉴于当前政策法律环境不断改善,顾客已经对送货上门形成习惯,定制化配送可以更好地满足顾客需求,而生鲜众包配送模式在满足顾客交付需求与定制化服务需求方面优势明显,有利于优化配置社会闲置资源,形成行业轻资产模式,降低企业固定成本,且不会增加顾客购物成本,在解决生鲜电商"最后一公里"配送问题上具有可行性。此外,对于配送中可能出现的一系列问题,如个人信息泄露、冷链不冷、质量安全、配送服务标准、配送效率、顾客不接受陌生人配送等,也可采取相应措施来最大程度地保障顾客权益,如加强宣传,加强监督,签订保密协议;建立可视化物流信息查询系统,分类专门配送;与保险公司合作建立保险机制,提供人身保险服务;提高工作门槛,提供专业培训,进行身份验证,建立配送员信用评价体系;建立切实有效的奖励和惩罚制度等。
There is a vast potential market for fresh product e-suppliers in China;however,such problems as the high cost and loss in the"last mile"distribution and the mismatch between distribution service quality and customers' requirement are hindering the further development of China's fresh product e- business. Based on the investigation of distribution quality,customers' requirement and the acceptation of crowdsourcing of fresh product logistics,the authors believe that the customized distribution will better meet the customers' requirement;the crowdsourcing in fresh products distribution has more advantages in meeting customers' requirement of delivery and customized service,which will be beneficial to optimizing social idle resources distribution,form the pattern of light asset and reducing enterprises' fixed asset without increasing customers' cost of shopping;and the crowdsourcing in fresh products distribution is feasible in solving the problem of the"last mile". Besides,first,we can adopt such methods as strengthening supervision and signing confidentiality agreement to solve such problems in distribution as personal information leakage,quality and safety;second,we can establish a visual logistic information checking system and promote the specialized distribution;third,we can cooperate with insurance corporations to establish the insurance mechanism;fourth,we can provide the distributors with training,verify their identities,and establish the credit evaluation system of distributors;and fifth,we can establish the mechanism of reward and penalty.
There is a vast potential market for fresh product e-suppliers in China;however,such problems as the high cost and loss in the"last mile"distribution and the mismatch between distribution service quality and customers' requirement are hindering the further development of China's fresh product e- business. Based on the investigation of distribution quality,customers' requirement and the acceptation of crowdsourcing of fresh product logistics,the authors believe that the customized distribution will better meet the customers' requirement;the crowdsourcing in fresh products distribution has more advantages in meeting customers' requirement of delivery and customized service,which will be beneficial to optimizing social idle resources distribution,form the pattern of light asset and reducing enterprises' fixed asset without increasing customers' cost of shopping;and the crowdsourcing in fresh products distribution is feasible in solving the problem of the"last mile". Besides,first,we can adopt such methods as strengthening supervision and signing confidentiality agreement to solve such problems in distribution as personal information leakage,quality and safety;second,we can establish a visual logistic information checking system and promote the specialized distribution;third,we can cooperate with insurance corporations to establish the insurance mechanism;fourth,we can provide the distributors with training,verify their identities,and establish the credit evaluation system of distributors;and fifth,we can establish the mechanism of reward and penalty.
引文
[1]分析:2016年中国生鲜电商行业发展状况[EB/OL].(2016-03-09)[2016-10-19].http://b2b.toocle.com/detail--6317086.html.
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[7]陈耀庭.不同流通模式下农产品流通成本构成与利润分配——基于漳州香蕉的实证研究[J].中国流通经济,2014(10):121-128.
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[11]袁娜朵,胡爱军.基于物联网技术智慧社区快递最后一公里的运营模式思考[J].智能建筑与城市信息,2014(7):99-102.
[12]陈耀庭,蔡贤恩.生鲜农产品流通模式的演进——从农贸市场到生鲜超市[J].中国流通经济,2013,27(3):19-23.
[13]陈耀庭.不同流通模式下农产品流通效率的比较研究[J].农业经济问题,2015(3):68-74.
[14]易海燕,张峰.基于冷链物流的生鲜电商发展模式研究[J].物流管理,2014(31):26-27.
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[17]纪汉霖,周金华,张深.生鲜电商行业众包模式研究[J].物流工程与管理,2016(1):93-95.
[18]杨亮.物流“最后一公里”:“堵”在哪儿了?[N].光明日报,2014-06-28(2).
[19]贺政纲,廖伟.共同配送国内研究综述[J].商业经济研究,2009(5):21、29.
[20]武晓钊.物联网技术在仓储物流领域应用分析与展望[J].中国流通经济,2011,25(6):52-53.
[21]MENTZER J T,GOMES R,KRAPFEL R E.Physical distribution service:a fundamental marketing concept[J].Journal of the academy of marketing science,1989,17(1):53-62.
[22]徐翼,苏秦,李钊.B2B下的消费者服务与关系质量实证研究[J].管理科学,2007(2):67-73.
[23]杨聚平.以客户为中心“最后一公里”配送模式研究[D].北京:对外经济贸易大学,2014.
[24]杰夫·豪.众包:大众力量缘何推动商业未来[M].牛文静,译.北京:中信出版社,2009:32-38.
[25]朱云桦,栾迎霞,孙晓君.众包物流开拓城市配送蓝海的可行性研究[J].中国市场,2016(6):23-24.
[26]李铎,王运.饿了么众包物流日配送量破50万单[EB/OL].(2015-06-09)[2016-10-23].http://www.bbtnews.com.cn/2015/0609/27480.shtml.
[27]盛芳,李正龙,焦坤,等.众包与众包馆员制度:助推图书馆服务转型[J].图书情报知识,2012(4):95-102.
[28]汪旭晖,张其林.基于物联网的生鲜农产品冷链物流体系构建:框架、机理与路径[J].南京农业大学学报(社会科学版),2016(1):31-41、163.
[29]魏国辰.电商企业生鲜产品物流模式创新[J].中国流通经济,2015(1):43-50.
[30]陈平.快递末端物流配送的风险分析与防范措施研究——以申通快递为例[J].物流工程与管理,2013(6):53-57、42.
[31]杨立新.网络平台提供者的附条件不真正连带责任与部分连带责任[J].法律科学,2015,33(1):166-177.
[32]国务院印发《关于第一批清理规范89项国务院部门行政审批中介服务事项的决定》[EB/OL].(2015-10-15)[2016-10-23].http://politics.people.com.cn/n/2015/1015/c1001-27702566.html.
[33]胡健.国务院打造双创支撑平台提出积极发展众智和众包等新模式[EB/OL].(2015-09-17)[2016-10-23].http://www.gov.cn/zhengce/2015-09/17/content_2933406.htm.
[2]BOYER K K,PRUDHOMME A M,CHUNG W.The last mile challenge:evaluating the effects of customer density and delivery window patterns[J].Journal of business logistics,2009,30(1):185-201.
[3]LINDNER J.Last mile logistics capability:a multidimensional system requirements analysis for a general modeling and evaluationapproach[D].Munich:Dipl Technical University of Munich,2011.
[4]WOHLRAB J,HARRINGTON T S,SRAI J S.Last mile logisticsevaluation-customer industrial and institutionalperspectives[C].Chicago,Illinois,USA:23rdannual production and operations management society(poms)conference,2012.
[5]GEVAERS R,EDDY V D V,VANELSLANDER T.Characteristics and typology of last-mile logistics from innovation perspective in an urban context[C].Transportation research board 90th annual meeting,2011.
[6]常浩.城市配送最后一公里问题的研究[J].商品与质量,2012(3):40.
[7]陈耀庭.不同流通模式下农产品流通成本构成与利润分配——基于漳州香蕉的实证研究[J].中国流通经济,2014(10):121-128.
[8]陈耀庭,戴俊玉,管曦.不同视角下的农产品流通效率测量与指标选择[J].商业经济研究,2014(33):24-25.
[9]路欢欢,晏绍庆.基于共同配送的电子商务“最后一公里”配送问题探析[J].物流科技,2013(10):116-118.
[10]杨聚平,杨长春,姚宣霞.电商物流中“最后一公里”问题研究[J].商业经济与管理,2014(4):16-22.
[11]袁娜朵,胡爱军.基于物联网技术智慧社区快递最后一公里的运营模式思考[J].智能建筑与城市信息,2014(7):99-102.
[12]陈耀庭,蔡贤恩.生鲜农产品流通模式的演进——从农贸市场到生鲜超市[J].中国流通经济,2013,27(3):19-23.
[13]陈耀庭.不同流通模式下农产品流通效率的比较研究[J].农业经济问题,2015(3):68-74.
[14]易海燕,张峰.基于冷链物流的生鲜电商发展模式研究[J].物流管理,2014(31):26-27.
[15]2016年中国冷库资源发展状况[EB/OL].(2016-09-01)[2016-10-20].http://www.chyxx.com/industry/201609/444292.html.
[16]徐蔚冰.产业应从供给侧改革入手降低生鲜电商物流配送成本[N].中国经济时报,2016-06-07(6).
[17]纪汉霖,周金华,张深.生鲜电商行业众包模式研究[J].物流工程与管理,2016(1):93-95.
[18]杨亮.物流“最后一公里”:“堵”在哪儿了?[N].光明日报,2014-06-28(2).
[19]贺政纲,廖伟.共同配送国内研究综述[J].商业经济研究,2009(5):21、29.
[20]武晓钊.物联网技术在仓储物流领域应用分析与展望[J].中国流通经济,2011,25(6):52-53.
[21]MENTZER J T,GOMES R,KRAPFEL R E.Physical distribution service:a fundamental marketing concept[J].Journal of the academy of marketing science,1989,17(1):53-62.
[22]徐翼,苏秦,李钊.B2B下的消费者服务与关系质量实证研究[J].管理科学,2007(2):67-73.
[23]杨聚平.以客户为中心“最后一公里”配送模式研究[D].北京:对外经济贸易大学,2014.
[24]杰夫·豪.众包:大众力量缘何推动商业未来[M].牛文静,译.北京:中信出版社,2009:32-38.
[25]朱云桦,栾迎霞,孙晓君.众包物流开拓城市配送蓝海的可行性研究[J].中国市场,2016(6):23-24.
[26]李铎,王运.饿了么众包物流日配送量破50万单[EB/OL].(2015-06-09)[2016-10-23].http://www.bbtnews.com.cn/2015/0609/27480.shtml.
[27]盛芳,李正龙,焦坤,等.众包与众包馆员制度:助推图书馆服务转型[J].图书情报知识,2012(4):95-102.
[28]汪旭晖,张其林.基于物联网的生鲜农产品冷链物流体系构建:框架、机理与路径[J].南京农业大学学报(社会科学版),2016(1):31-41、163.
[29]魏国辰.电商企业生鲜产品物流模式创新[J].中国流通经济,2015(1):43-50.
[30]陈平.快递末端物流配送的风险分析与防范措施研究——以申通快递为例[J].物流工程与管理,2013(6):53-57、42.
[31]杨立新.网络平台提供者的附条件不真正连带责任与部分连带责任[J].法律科学,2015,33(1):166-177.
[32]国务院印发《关于第一批清理规范89项国务院部门行政审批中介服务事项的决定》[EB/OL].(2015-10-15)[2016-10-23].http://politics.people.com.cn/n/2015/1015/c1001-27702566.html.
[33]胡健.国务院打造双创支撑平台提出积极发展众智和众包等新模式[EB/OL].(2015-09-17)[2016-10-23].http://www.gov.cn/zhengce/2015-09/17/content_2933406.htm.