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“覃学苦练（50）：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》结论与政策建议”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
“Qin Xueku Lian (50): 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” Conclusions and policy recommendations”
Welcome to your visit.
一、思维导图（Mind mapping）
经过前面对整篇论文各个板块的精读分享，接下来给大家带来文章最后板块结论与政策建议的分享。
After a detailed reading and sharing of each section of the entire paper, I will now share with you the conclusions and policy recommendations of the last section of the article.
二、精读内容（Intensive reading content）
（一）研究结论提炼（Research conclusions）
1.供应链模式内部绩效对比（Internal performance comparison of supply chain models）
集中决策显著优于分散决策：在 O2O 集聚模式与传统电商模式中，集中决策均能通过内化运作成本、降低信息不对称，提升市场需求与保鲜努力水平，进而提高供应链总利润。例如，O2O 集聚模式下，集中决策的线下体验水平、保鲜努力水平、销售量和总利润分别比分散决策高，验证了纵向一体化对供应链协同的促进作用。
Centralized decision-making is significantly better than decentralized decision-making: In both the O2O cluster model and the traditional e-commerce model, centralized decision-making can improve the total profit of the supply chain by internalizing operating costs, reducing information asymmetry, and increasing market demand and preservation efforts. For example, in the O2O cluster model, the offline experience level, preservation efforts, sales volume, and total profit of centralized decision-making are higher than those of decentralized decision-making, which verifies the role of vertical integration in promoting supply chain collaboration.
关键变量影响差异：价格敏感系数负向作用于两种模式的价格、销量、利润，其值越高，O2O集聚模式价格优势缩小，传统电商销量下滑更显著；集聚发起人提成超0.333时，O2O集聚模式绩效低于传统电商；新鲜度敏感系数与衰减系数正向作用O2O集聚模式优势，反之传统电商销量利润加速下降；O2O集聚模式中线下体验水平系数低于281.25时提升绩效，超阈值则成本抵消收益。
Differences in the impact of key variables: The price sensitivity coefficient has a negative effect on the price, sales volume and profit of the two models. The higher its value, the smaller the price advantage of the O2O aggregation model and the more significant the decline in sales volume of traditional e-commerce. When the commission of the aggregation initiator exceeds 0.333, the performance of the O2O aggregation model is lower than that of traditional e-commerce. The freshness sensitivity coefficient and the attenuation coefficient have a positive effect on the advantages of the O2O aggregation model, while the sales volume and profit of traditional e-commerce will decline rapidly. In the O2O aggregation model, the performance is improved when the offline experience level coefficient is lower than 281.25, and the cost offsets the benefit when it exceeds the threshold.
2.供应链模式间绩效对比（Performance comparison between supply chain models）
O2O集聚模式全面领先传统电商，无论集中或分散决策，其价格、销量、保鲜努力水平及总利润均更优，分散决策下销量优势显著，集中决策下总利润优势更突出。
The O2O aggregation model is ahead of traditional e-commerce in all aspects. Regardless of centralized or decentralized decision-making, its price, sales volume, preservation effort level and total profit are all better. The sales volume advantage is significant under decentralized decision-making, and the total profit advantage is more prominent under centralized decision-making.
该模式绩效优势受因素影响，新鲜度敏感系数、衰减系数及线下体验水平提升为驱动因素，可扩大优势；价格敏感系数上升和集聚发起人提成过高为抑制因素，可能削弱甚至逆转优势。
The performance advantage of this model is affected by several factors. The freshness sensitivity coefficient, attenuation coefficient and offline experience level improvement are driving factors, which can expand the advantage. The increase in price sensitivity coefficient and excessive commission for cluster initiators are inhibiting factors, which may weaken or even reverse the advantage.
（二）政策建议解析（Policy recommendations analysis）
1.推进 O2O 集聚模式应用（Promote the application of O2O aggregation model）
模式适配性与场景选择上，O2O集聚模式优先适用于海鲜、高档果蔬等新鲜度衰减快或需求高的品类，借助线下体验店降低信息不对称，并重点布局中小城市同城或大城市同区市场以降低物流成本。
In terms of model adaptability and scenario selection, the O2O aggregation model is preferentially applicable to categories such as seafood, high-end fruits and vegetables whose freshness decays quickly or are in high demand. It uses offline experience stores to reduce information asymmetry and focuses on the layout of markets in the same city of small and medium-sized cities or the same district of large cities to reduce logistics costs.
运营策略优化方面，线上通过社交平台精准营销激发集团需求，线下体验店强化质量感知，同时参考社区团购接龙模式，以预售集聚碎片化需求、缩短周期并提高保鲜成本回报率。
In terms of optimizing operational strategies, online precision marketing through social platforms is used to stimulate group demand, offline experience stores strengthen quality perception, and at the same time, reference is made to the community group buying chain model to use pre-sales to aggregate fragmented demand, shorten cycles and increase the return on preservation costs.
2.强化供应链主体协同合作（Strengthening the collaboration among supply chain entities）
强化供应链主体协同合作需构建深度战略联盟。平台与农场应建立长期合作，通过联合采购、数据共享降低成本，采用“收益共享-成本分摊”契约协调利益，并探索纵向一体化模式（如收购或自建农场）以提升决策效率。
Strengthening the collaborative cooperation of supply chain entities requires building a deep strategic alliance. Platforms and farms should establish long-term cooperation, reduce costs through joint procurement and data sharing, adopt "revenue sharing-cost sharing" contracts to coordinate interests, and explore vertical integration models (such as acquiring or building farms) to improve decision-making efficiency.
技术赋能协同管理方面，引入大数据、物联网技术（如区块链溯源、智能温控）监控新鲜度、优化保鲜决策，同时利用智能合约自动执行契约，减少人工干预和信息不对称，提升协同效率。
In terms of technology-enabled collaborative management, big data and Internet of Things technologies (such as blockchain traceability and intelligent temperature control) are introduced to monitor freshness and optimize preservation decisions. At the same time, smart contracts are used to automatically execute contracts, reduce manual intervention and information asymmetry, and improve collaborative efficiency.
3.培育与激励集聚发起人（Cultivate and motivate the initiators）
科学培育与激励集聚发起人需兼顾筛选培养与成本收益平衡。优先招募社区团长、KOL 等有影响力者，通过培训提升其营销能力，并建立等级体系按绩效分层激励。
Scientific cultivation and incentive aggregation initiators need to take into account the balance between screening and training and cost-benefit. Priority should be given to recruiting community leaders, KOLs and other influential people, improving their marketing capabilities through training, and establishing a hierarchical system to provide incentives based on performance.
在成本与收益平衡方面，参考算例中 “提成低于 0.25 时绩效优势显著” 的结论，将发起人提成控制在 0.1-0.25 区间，避免过高成本侵蚀利润；同时探索荣誉称号、职业培训等非货币激励方式，降低对佣金的依赖并增强忠诚度。
In terms of cost-benefit balance, referring to the conclusion in the calculation example that "the performance advantage is significant when the commission is lower than 0.25", the sponsor commission is controlled in the range of 0.1-0.25 to avoid excessive costs eroding profits; at the same time, non-monetary incentives such as honorary titles and professional training are explored to reduce dependence on commissions and enhance loyalty.
4.优化线下体验店运营（Optimize offline experience store operations）
优化线下体验店运营需聚焦场景设计与数据驱动升级。针对目标客群偏好打造差异化场景，如设开放式厨房或提供礼盒定制，同时以 “轻资产” 模式（如与便利店共享场地）控制成本，确保体验水平系数低于 281.25。
Optimizing offline experience store operations requires focusing on scene design and data-driven upgrades. Differentiated scenes should be created based on the preferences of target customer groups, such as setting up open kitchens or providing gift box customization. At the same time, costs should be controlled with a "light asset" model (such as sharing venues with convenience stores) to ensure that the experience level coefficient is lower than 281.25.
数据驱动体验升级方面，通过收集消费者问卷调查、线上评价等反馈数据，动态调整产品陈列与服务流程，如为高新鲜度敏感产品增设冷藏展示柜；同时借助 “线上领券 + 线下体验” 等活动引流，以线下体验反哺线上口碑，形成流量闭环，提升运营效率。
In terms of data-driven experience upgrades, by collecting feedback data from consumer questionnaires, online reviews, etc., we dynamically adjust product display and service processes, such as adding refrigerated display cabinets for high-freshness sensitive products; at the same time, we use activities such as "online coupons + offline experience" to attract traffic, and use offline experience to feed back online reputation, forming a closed loop of traffic and improving operational efficiency.
（三）结论与建议的实践意义（Practical significance of conclusions and recommendations）
1.理论贡献（Theoretical contributions）
本文首次将保鲜努力与线下体验纳入 O2O 集聚模式的量化分析，通过对比传统电商模式，揭示了集聚模式在生鲜供应链中的独特优势及变量作用机制，补充了 O2O 生鲜电商的理论研究空白。
This paper is the first to incorporate freshness preservation efforts and offline experience into the quantitative analysis of the O2O agglomeration model. By comparing with the traditional e-commerce model, it reveals the unique advantages of the agglomeration model in the fresh food supply chain and the variable action mechanism, filling the gap in theoretical research on O2O fresh food e-commerce.
2.实践意义（Practical significance）
企业层面，为盒马鲜生、美团优选等生鲜电商平台提供模式选择与运营策略参考，尤其在新鲜度管理、渠道协同和成本控制方面具直接指导价值。
At the enterprise level, it provides model selection and operation strategy references for fresh food e-commerce platforms such as Hema Fresh and Meituan Youxuan, especially with direct guiding value in freshness management, channel collaboration and cost control.
行业层面，推动生鲜供应链从 “传统分散式” 向 “O2O 集聚化” 转型，助力解决农产品滞销、流通损耗等问题。
At the industry level, we will promote the transformation of the fresh food supply chain from "traditional decentralized" to "O2O concentrated" to help solve problems such as unsold agricultural products and circulation losses.
政策层面，为政府制定补贴线下体验店建设、培育社区团购平台等政策提供理论依据，推动 “互联网 + 农业” 融合与乡村振兴。
At the policy level, it provides a theoretical basis for the government to formulate policies such as subsidizing the construction of offline experience stores and cultivating community group purchasing platforms, and promotes the integration of "Internet + Agriculture" and rural revitalization.
（四）未来研究方向（Future research directions）
1.扩展研究边界：考虑多品类协同、跨区域供应链等更复杂场景，分析 O2O 集聚模式的普适性。
1. Expand research boundaries: Consider more complex scenarios such as multi-category collaboration and cross-regional supply chains, and analyze the universality of the O2O agglomeration model.
2.引入新兴技术：探讨人工智能、元宇宙等技术在生鲜供应链中的应用，如虚拟体验店对消费者决策的影响。
2. Introducing emerging technologies: Explore the application of technologies such as artificial intelligence and metaverse in the fresh food supply chain, such as the impact of virtual experience stores on consumer decision-making.
3.动态博弈分析：研究供应链主体在长期合作中的动态策略调整，优化契约设计以应对市场变化。
3. Dynamic game analysis: Study the dynamic strategy adjustments of supply chain entities in long-term cooperation and optimize contract design to cope with market changes.
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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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