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“覃学苦练（49）：精读期刊论文《考虑保鲜努力的生鲜农产品供应链运作绩效比较：基于O2O集聚VS.传统电商》算例分析（5）”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
"Qin Xueku Lian (49): Intensive reading of the journal article "Comparison of fresh agricultural product supply chain operation performance considering preservation efforts: Based on O2O aggregation VS. traditional e-commerce" case analysis (5)"
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一、思维导图（Mind mapping）
该部分聚焦线下体验水平系数对 O2O 集聚与传统电商模式供应链运作绩效的影响，通过设定固定参数、变动线下体验水平系数展开研究。
This part focuses on the impact of the offline experience level coefficient on the supply chain operation performance of O2O agglomeration and traditional e-commerce models, and conducts research by setting fixed parameters and changing the offline experience level coefficient.
二、精读内容（Intensive reading content）
（一）参数假设（Parameter assumptions）
依旧采用控制变量法，固定价格敏感系数、集聚发起人提成、新鲜度敏感系数以及新鲜度衰减系数。让线下体验水平系数在一定区间内变动，运用数值仿真的方式，探讨其对生鲜农产品最优市场价格、需求量、保鲜努力水平、全链总利润，还有分散决策下电商平台利润和农场利润的影响。
The control variable method is still used to fix the price sensitivity coefficient, the commission of the cluster initiator, the freshness sensitivity coefficient and the freshness attenuation coefficient. The offline experience level coefficient is allowed to vary within a certain range, and the numerical simulation method is used to explore its impact on the optimal market price of fresh agricultural products, demand, preservation effort level, total Profit of the whole chain, and the profit of the e-commerce platform and the farm profit under decentralized decision-making.
（二）对 O2O 集聚模式的影响（Impact on O2O agglomeration patterns）
根据下图，从价格、销售量、保鲜努力与利润等方面分析线下体验水平系数对 O2O 集聚模式的影响。
The figure below analyzes the impact of the offline experience level coefficient on the O2O agglomeration model from the perspectives of price, sales volume, preservation efforts, and profits.
1.价格方面（Price）
从图 6（a）可知，在 O2O 集聚模式下，随着线下体验水平系数升高，生鲜农产品的市场价格呈上升趋势。这是因为线下体验水平的提升，让消费者对产品质量有了更直观的感受，增强了消费者对产品价值的认可，所以消费者愿意为产品支付更高的价格。
As shown in Figure 6 (a), under the O2O agglomeration model, as the offline experience level coefficient increases, the market price of fresh agricultural products shows an upward trend. This is because improving the offline experience level allows consumers to have a more intuitive feeling of product quality and enhances consumers' recognition of product value, so consumers are willing to pay a higher price for the product.
2.销售量方面（Sales volume）
观察图 6（b），当线下体验水平系数在一定范围内(0
Observe Figure 6 (b), when the offline experience level coefficient is within a certain range (0
3.利润方面（Profit）
由图 6（d）和图 6（e）可知，在销售量上升阶段(0
As shown in Figure 6 (d) and Figure 6 (e), in the stage of increasing sales volume (0
4.保鲜努力方面（Freshness preservation efforts）
在销售量上升阶段(0
In the stage of rising sales (0
（三）对传统电商模式的影响（Impact on traditional e-commerce models
1.价格方面（Price）
从图 6（a）中可以明显看出，传统电商模式下生鲜农产品的价格不受线下体验水平系数的影响，始终保持平稳状态。这是因为传统电商缺乏线下体验环节，消费者无法通过线下体验来改变对产品价值的认知，所以价格不会因线下体验水平系数的变动而产生变化。
It can be clearly seen from Figure 6 (a) that the price of fresh agricultural products in the traditional e-commerce model is not affected by the offline experience level coefficient and always remains stable. This is because traditional e-commerce lacks offline experience links, and consumers cannot change their perception of product value through offline experience, so the price will not change due to changes in the offline experience level coefficient.
2.销售量方面（Sales volume）
传统电商模式的销售量基本不受线下体验水平系数的影响，保持相对稳定。这是由于传统电商没有线下体验带来的消费者选择改变，消费者的购买决策主要基于线上信息和产品本身特性。
The sales volume of the traditional e-commerce model is basically not affected by the offline experience level coefficient and remains relatively stable. This is because traditional e-commerce does not have the changes in consumer choices brought about by offline experience, and consumers' purchasing decisions are mainly based on online information and the characteristics of the product itself.
3.利润方面（Profit）
传统电商模式下平台或农场的利润不受线下体验水平系数影响，保持平稳。这是因为传统电商没有线下体验成本和收益的变化，利润主要取决于产品价格、销售量和成本之间的关系，而线下体验水平系数的变动不影响这些因素。
In the traditional e-commerce model, the profit of the platform or farm is not affected by the offline experience level coefficient and remains stable. This is because traditional e-commerce does not experience changes in offline costs and benefits. Profits mainly depend on the relationship between product prices, sales volume and costs, and changes in the offline experience level coefficient do not affect these factors.
从图 6（c）可以看出，传统电商模式下农场的保鲜努力水平不受线下体验的影响，保持稳定。这是因为传统电商的销售模式相对固定，没有线下体验带来的销售波动，所以保鲜努力水平也不会因线下体验水平系数的变动而改变。
As can be seen from Figure 6 (c), the level of freshness preservation efforts of farms in the traditional e-commerce model is not affected by offline experience and remains stable. This is because the sales model of traditional e-commerce is relatively fixed, and there is no sales fluctuation caused by offline experience, so the level of freshness preservation efforts will not change due to changes in the offline experience level coefficient.
（四）结论（Conclusion）
结合图的分析结果与前文命题相符，再次验证了理论分析的正确性。表明线下体验水平系数对两种电商模式供应链运作绩效影响显著，在合理范围内，O2O 集聚模式可通过提升线下体验优化供应链绩效，但过高的系数会带来负面效应。这为生鲜电商从业者选择合适的供应链模式、优化供应链决策提供了重要的理论依据和实践指导。
The analysis results of the combined graph are consistent with the previous proposition, which once again verifies the correctness of the theoretical analysis. It shows that the offline experience level coefficient has a significant impact on the supply chain operation performance of the two e-commerce models. Within a reasonable range, the O2O aggregation model can optimize the supply chain performance by improving the offline experience, but too high a coefficient will bring negative effects. This provides an important theoretical basis and practical guidance for fresh food e-commerce practitioners to choose a suitable supply chain model and optimize supply chain decisions.
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翻译：讯飞星火翻译
参考资料：百度百科
参考文献：张新香,张子颖.考虑保鲜努力的生鲜农产品供应链运作绩效比较：基于O2O集聚VS．传统电商[J].管理评论,2024,36(04):233-246.2024.04.016.
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