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.
引文
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