1620711654杨婉仪-鲜切花电商“最后一公里”配送模式研究——基于案例的分析.doc

鲜切花电商“最后一公里”配送模式研究——基于案例的分析【摘要】近些年来随着社会经济的快速发展人们生活水平的提高除了满足日常的吃穿用度的生活刚需之外给人们带来心灵洗涤和宁静的鲜花束也不再成为每逢佳节才火爆的消耗品鲜花作为提高人们生活质量必不可少的一个因素不仅可以给人们的身心带来愉悦给环境带来装点给氛围带来亲近也给人际关系带来认同。有需求则会拉动消费随着人们生活观念和对鲜花观念的逐渐改变借助于互联网技术和电商技术的逐渐的迅猛发展传统的线下花店已经不能满足人们特别是忙碌的上班族的需求因此鲜花电商平台应运而生。然而在现今的鲜花电商市场中存在大量的以次充好的现象。首先线上鲜花商店客户不能实地检查鲜花的质量；其次鲜花从仓库或者实体店运送到客户手上的过程中这“最后一公里”的配送是否可以避免货损也难以保证；再者鲜花本身从花农到供应商再到花店的期间费用层层叠加最后都需要由消费者承担。因此本文综合以上疑问以实际案例分析作为考察的方法针对鲜花电商平台存在的现象和问题通过调研和访谈的方式收集客观的问卷数据具体研究鲜花电商“最后一公里”的配送模式和过程综合所学的物流配送和物流系统的知识提出鲜花末端配送的对策建议和优化策略。【关键词】鲜花电商；最后一公里；配送质量；流通；冷链物流Researchandoptimizationon"thelastkilometer"distributionmodeloffreshcutflowerE-commerce[Abstract]Inrecentyearswiththerapiddevelopmentofsocialeconomypeople'slivingstandardhasimprovedinadditiontomeetingdailyneedsforfoodandclothingtheflowersthatbringspiritualcleansingandtranquilitytopeoplenolongerbecomeapopularconsumableduringthefestiveseasonflowersasanessentialfactortoimprovepeople'squalityoflifecannotonlygivepeoplephysicalandmentalpleasuretotheenvironmenttobringdecorationtotheatmospheretobringclosetobringinterpersonalrelationstoidentify.Demandwilldriveconsumption.WiththegradualchangeofPeople'sconceptoflifeandtheconceptofflowerswiththehelpofInternettechnologyandE-COMMERCEtechnologythetraditionalofflineflowershophasbeenunabletomeettheneedsofpeopleespeciallythebusyofficeworkersthereforetheflowere-commerceplatformemerged.Howeverintoday'sflowere-commercemarkettherearealotofshoddyphenomenon.Firstofallonlineflowershopscustomerscannotcheckthequalityofflowersonthespot;secondflowersfromthewarehouseorphysicalstoretothecustomerintheprocessofdeliverythis"lastkilometer"ofdistributioncannotbeguaranteedtoavoiddamage;secondthefloweritselffromthefloristtothesuppliertothefloristperiodthecostlayeruponlayerthefinalneedtobebornebyconsumer