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（44）：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》运作绩效比较”欢迎您的访问。Share i

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（44）：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》运作绩效比较”
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 Xueku Lian (44): Intensive reading of the journal article 'Comparison of the operational performance of fresh agricultural product supply chains considering preservation efforts: Based on O2O aggregation VS. traditional e-commerce"
Welcome to your visit.

一、思维导图（Mind mapping）

根据之前对不同模式下不同决策的精读，现将聚焦于比较 O2O 集聚与传统电商这两种模式下的供应链运作绩效对比的精度分享。

Based on the previous intensive reading of different decisions under different models, we will now focus on sharing the accuracy of comparing the supply chain operation performance under the two models of O2O aggregation and traditional e-commerce.

二、精读内容（Intensive reading content）

（一）研究背景与目的（Research background and purpose）

在生鲜电商领域，传统电商模式下供应链运作绩效不佳，而 O2O 集聚模式逐渐兴起。本部分将比较 O2O 集聚与传统电商这两种模式下的供应链运作绩效，分析在不同决策方式（集中决策和分散决策）下，生鲜农产品的价格、销售量、保鲜努力水平以及供应链总利润等关键指标的差异，探究影响绩效差异的因素，为生鲜电商供应链的优化提供理论依据。

In the field of fresh food e-commerce, the supply chain operation performance is poor under the traditional e-commerce model, while the O2O aggregation model is gradually emerging. This section will compare the supply chain operation performance under the two models of O2O aggregation and traditional e-commerce, analyze the differences in key indicators such as the price, Sales volume, preservation effort level and total supply chain profit of fresh agricultural products under different decision-making methods (centralized decision-making and decentralized decision-making), explore the factors affecting performance differences, and provide a theoretical basis for the optimization of fresh food e-commerce supply chain.

（二）研究假设与变量设置（Research hypothesis and variable setting）

研究假设传统电商模式下T周期内的潜在消费者总需求在O2O集聚模式下因集聚发起人的努力一次性激发，且单个消费者的产品价格敏感系数和新鲜度敏感系数不因电商模式改变而变化，基于这些假设，对比分析两种模式下的供应链绩效。

The study assumes that the total potential consumer demand within T cycles under the traditional e-commerce model is stimulated once in the O2O aggregation model due to the efforts of the aggregation initiator, and the price sensitivity coefficient and freshness sensitivity coefficient of individual consumers do not change due to the change of the e-commerce model. Based on these assumptions, the supply chain performance under the two models is compared and analyzed.

（三）研究结论（Conclusions）

1.价格方面：根据下图命题3可知，这是因为集聚模式通过线上线下融合，能更好地满足消费者对产品新鲜度和质量的需求，消费者愿意为高质量的生鲜农产品支付更高价格。

1. Price: According to Proposition 3 in the figure below, this is because the agglomeration model can better meet consumers' demand for product freshness and quality through the integration of online and offline, and consumers are willing to pay higher prices for high-quality fresh agricultural products.

2.销售量方面：根据下图命题4可知，新鲜度衰减越快、消费者对新鲜度或线下体验水平越敏感，集聚模式下的需求优势越明显；消费者对价格越敏感、集聚发起人提成越高，集聚模式的需求优势越小。O2O 集聚模式借助线下体验增强消费者信任和购买意愿，而传统电商模式受新鲜度衰减影响，消费者购买意愿降低。

2. Sales volume: According to Proposition 4 in the figure below, the faster the freshness decays and the more sensitive consumers are to freshness or offline experience, the more pronounced the demand advantage of the cluster model is; the more sensitive consumers are to prices and the higher the commission of the cluster initiator, the smaller the demand advantage of the cluster model. The O2O cluster model uses offline experience to enhance consumer trust and willingness to buy, while the traditional e-commerce model is affected by the decay of freshness, and consumers' desire to buy is reduced.

3.保鲜努力水平方面：根据下图命题5可知，新鲜度衰减越快、消费者对新鲜度或线下体验水平越敏感，集聚模式的保鲜努力优势越大；消费者对价格越敏感、集聚发起人提成越高，集聚模式的保鲜努力优势越小。集聚模式下更好的销售预期激励农场投入更多保鲜努力。

3. In terms of the level of preservation efforts: According to Proposition 5 in the figure below, the faster the freshness decays and the more sensitive consumers are to freshness or offline experience, the greater the preservation effort advantage of the cluster model; the more sensitive consumers are to prices and the higher the commission of the cluster initiator, the smaller the preservation effort advantage of the cluster model. Better sales expectations under the cluster model motivate farms to invest more in preservation efforts.

4.供应链总利润方面：根据命题6可知，在分散决策下，集聚模式下电商平台和农场的最优利润也分别高于传统电商模式。新鲜度衰减越快、消费者对新鲜度或线下体验水平越敏感，集聚模式的利润优势越大；消费者对价格越敏感、集聚发起人提成越高，利润优势越小。集聚模式通过提升销售量和价格，有效提高了供应链总利润。

4. Total profit of the supply chain: According to Proposition 6, under decentralized decision-making, the optimal profits of e-commerce platforms and farms in the clustering model are also higher than those in the traditional e-commerce model. The faster the freshness decays and the more sensitive consumers are to freshness or offline experience, the greater the profit advantage of the clustering model; the more sensitive consumers are to prices and the higher the commission of the clustering initiator, the smaller the profit advantage. The clustering model effectively increases the total profit of the supply chain by increasing sales volume and price.

（四）研究贡献与启示（Research contributions and enlightenment）

本部分通过严谨的数学推导和对比分析，清晰地揭示了O2O集聚模式和传统电商模式在供应链运作绩效上的差异，为生鲜电商供应链理论研究提供了新的视角和实证依据，丰富了该领域的研究成果。对于生鲜电商企业而言，应积极探索O2O集聚模式，充分发挥其优势，提高供应链运作绩效。注重提升产品新鲜度和线下体验水平，合理控制成本，优化集聚发起人提成机制，以增强市场竞争力，实现可持续发展。

This section, through rigorous mathematical derivation and comparative analysis, clearly reveals the differences in supply chain operation performance between the O2O cluster model and the traditional e-commerce model, providing a new perspective and empirical basis for theoretical research on the supply chain of fresh food e-commerce and enriching the research results in this field. For fresh food e-commerce companies, they should actively explore the O2O cluster model, give full play to its advantages, and improve the performance of supply chain operations. Focus on improving product freshness and offline experience, reasonably control costs, and optimize the commission mechanism for cluster initiators to enhance market competitiveness and achieve sustainable development.

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,
and let us meet tomorrow.
I wish you a nice day!

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！

文字：qin
排版：qin
审核|hzy

来源：LearningYard学苑