摘要：分享兴趣，传播快乐，增长见闻，留下美好！亲爱的您，这里是LearningYard新学苑。今天小编为大家带来文章“覃学苦练（35）：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》引言”欢迎您的访问。Share inter

分享兴趣，传播快乐，
增长见闻，留下美好！
亲爱的您，这里是LearningYard新学苑。
今天小编为大家带来文章
“覃学苦练（35）：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》引言”
欢迎您的访问。
Share interest, spread happiness,
Increase knowledge, leave a beautiful!
Dear, this is LearningYard Academy.
Today, the editor brings you an article.
Qin Xuekulian (35): 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"
Welcome your visit.

一、思维导图（mind mapping）

之前对文章摘要部分进行了精读分享，今天给大家带来文章引言部分的精读分享。更加详细的了解生鲜农产品的研究背景，以及现在的研究空白。

Previously, I have shared a detailed reading of the article abstract. Today, I will share a detailed reading of the article introduction. You can learn more about the research background of fresh agricultural products and the current research gaps.

二、精读内容（Intensive reading content）

（一）生鲜电商的困境（The dilemma of fresh food e-commerce）

生鲜农产品进城，本是助农增收的好路子。电子商务的兴起，也为农产品流通带来了新契机。政策大力支持下，生鲜电商市场规模一路飙升，2021年已突破3万亿元，2023年预计超4万亿元。可现实却很残酷，“美味七七”等企业的失败，以及多数生鲜电商亏损的现状，都在警示着行业的艰难。生鲜农产品易腐坏、保质期短，对存储运输要求极高，再加上网购订单零散、质量下降快，消费者对价格和新鲜度又格外敏感，使得生鲜电商供应链管理难度远超一般工业品电商。

The introduction of fresh agricultural products into the city is a good way to help farmers increase their income. The rise of e-commerce has also brought new opportunities for the circulation of agricultural products. With strong policy support, the scale of the fresh food e-commerce market has soared, exceeding 3 trillion yuan in 2021, and is expected to exceed 4 trillion yuan in 2023. But the reality is cruel. The failure of companies such as "Delicious 77" and the current situation of most fresh food e-commerce losses are warning of the industry's difficulties. Fresh agricultural products are perishable and have a short shelf life. They have extremely high requirements for storage and transportation. In addition, online shopping orders are scattered and the quality declines rapidly. Consumers are susceptible to price and freshness, making the supply chain management of fresh food e-commerce much more difficult than that of general industrial products e-commerce.

（二）信任危机（A crisis of confidence）

传统生鲜电商模式中，消费者和农场之间隔着一层“信息迷雾”。农产品的时鲜性、季节性、易腐性等特点，加剧了消费者对质量的担忧。看不到、摸不着，仅凭几张图片和文字介绍，很难让消费者建立起信任。而信任，恰恰是生鲜电商成功的基石。信任缺失，直接导致消费者购买意愿降低，供应链绩效大打折扣。

In the traditional fresh food e-commerce model, there is a layer of "information fog" between consumers and farms. The freshness, seasonality, and perishability of agricultural products have exacerbated consumers' concerns about quality. It is difficult for consumers to build trust with just a few pictures and text descriptions without being able to see or touch the products. Trust is precisely the cornerstone of the success of fresh food e-commerce. Lack of trust directly leads to a decrease in consumer willingness to buy and a significant reduction in supply chain performance.

（三）O2O聚集模式（O2O aggregation model）

随着O2O电商模式在多个领域的成功应用，它也为生鲜电商带来了新思路。O2O集聚模式借助线上平台吸引消费者，再引导他们到线下体验店亲身感受农产品的品质。线下体验不仅能让消费者直观了解农产品的色泽、大小等细节，还能品尝口感，大大降低了信息不对称，增强了消费者的信任度和认同感。同时，这种模式通过线上集聚碎片化的社区消费者，形成集团式采购订单，缩短了销售周期，降低了物流成本，还能更好地回馈保鲜努力的付出，保证农产品质量。

With the successful application of the O2O e-commerce model in many fields, it has also brought new ideas to fresh food e-commerce. The O2O aggregation model uses online platforms to attract consumers and then guides them to offline experience stores to experience the quality of agricultural products in person. Offline experience not only allows consumers to intuitively understand the color, size, and other details of agricultural products but also allows them to taste the taste, which greatly reduces information asymmetry and enhances consumers' trust and sense of identity. At the same time, this model aggregates fragmented community consumers online to form group purchase orders, shorten the sales cycle, reduce logistics costs, and better give back to the efforts of preservation to ensure the quality of agricultural products.

（四）研究空白与探索（Research gaps and explorations）

近年来，针对传统电商环境下生鲜农产品供应链管理的研究不少，但大多聚焦在营销模式、物流配送方案等方面。对于O2O模式下的生鲜电商供应链研究，还多处于理论框架构建阶段，将保鲜努力引入O2O供应链运作模型的文献更是少之又少，对比O2O集聚与传统电商模式供应链运作绩效的研究也十分匮乏。本文正是基于这样的研究空白，通过理论建模和数值仿真，深入对比两种模式下的供应链运作绩效，分析关键变量的影响，试图为生鲜电商的发展提供新的策略参考。

In recent years, there have been many studies on the supply chain management of fresh agricultural products under the traditional e-commerce environment, but most of them focus on marketing models, logistics distribution solutions, etc. The research on the supply chain of fresh food e-commerce under the O2O model is still in the stage of building a theoretical framework. There is even less literature that introduces freshness preservation efforts into the O2O supply chain operation model. There is also a lack of research on the comparison of the supply chain operation performance of O2O aggregation and traditional e-commerce models. Based on this research gap, this paper uses theoretical modeling and numerical simulation to deeply compare the supply chain operation performance under the two models, analyze the impact of key variables, and try to provide new strategic references for the development of fresh food e-commerce.

今天的分享就到这里了。
如果您对文章有独特的想法，
欢迎给我们留言，
让我们相约明天。
祝您今天过得开心快乐！
That's all for today's sharing.
If you have a unique idea about the article,
Please leave us a message,
Let us meet tomorrow.
I wish you a happy day today!

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.

本文由LearningYard新学苑整理发出，如有侵权请在后台留言沟通！

来源：LearningYard学苑