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“覃学苦练（33）：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》研究对象和关键词定义”
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Today, the editor brings you an article.
"Qin Xueku Lian (33): 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" Research object and keyword definition"
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一、思维导图（Mind mapping）

当前生鲜农产品电商发展面临机遇与挑战并存的局面。一方面，电子商务为生鲜农产品拓宽销售渠道带来可能，政策大力支持且市场规模持续增长；另一方面，生鲜农产品自身特性和现有电商模式的局限，致使供应链管理难题突出，企业亏损普遍，急需创新模式与策略来破局。今天小编为大家带来刊论文《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》的研究对象和关键词定义部分的精读分享。

At present, the development of e-commerce for fresh agricultural products faces both opportunities and challenges. On the one hand, e-commerce has made it possible to expand sales channels for fresh agricultural products, with strong policy support and a continuously growing market size; on the other hand, the characteristics of fresh agricultural products and the limitations of existing e-commerce models have led to prominent supply chain management problems, widespread corporate losses, and an urgent need for innovative models and strategies to break the deadlock. Today, the editor brings you a detailed reading of the research object and keyword definition of the paper "Comparison of the Operational Performance of Fresh Agricultural Products Supply Chain Considering Preservation Efforts: Based on O2O Aggregation VS. Traditional E-commerce".

二、精读内容（Intensive reading content）

（一）研究对象（Study subjects）

本文聚焦于生鲜农产品供应链，对比基于O2O集聚的新型生鲜电商供应链模式与传统电商模式下的运作绩效。研究涉及由单一农场或农业合作社、单一电商平台、多个终端消费者构成的生鲜电商供应链系统，剖析不同决策模式（集中决策和分散决策）下，两种电商模式在生鲜农产品价格、销售量、保鲜努力水平、供应链利润等方面的表现差异。

This paper focuses on the supply chain of fresh agricultural products and compares the operational performance of the new fresh e-commerce supply chain model based on O2O aggregation with the traditional e-commerce model. The study involves a fresh e-commerce supply chain system consisting of a single farm or agricultural cooperative, a single e-commerce platform, and multiple end consumers, and analyzes the performance differences of the two e-commerce models in terms of fresh agricultural product prices, sales volume, preservation efforts, supply chain profits, etc. under different decision-making models (centralized decision-making and decentralized decision-making).

（二）关键词定义（Keyword definition）

1.生鲜农产品（Fresh produce）

生鲜农产品指的是来自农业生产的、未经加工或只经过基本处理的农产品，通常具有易腐烂、保质期短、对温度湿度要求高的特点，生产地通常较为偏远，在流通过程中存在环节多、产销衔接不畅等问题。其新鲜度是衡量质量和生命周期的关键指标，消费者对其新鲜度和价格较为敏感。这类产品包括新鲜的水果、蔬菜、肉类、禽类、鱼类、蛋类以及其他直接从农场或渔场采收的食品。

Fresh agricultural products refer to agricultural products that are unprocessed or have only undergone basic processing. They are usually perishable, have a short shelf life, and have high requirements for temperature and humidity. The production sites are usually remote, and there are many links in the circulation process and poor connections between production and sales. Their freshness is a key indicator of quality and life cycle, and consumers are more sensitive to their freshness and price. This type of product includes fresh fruits, vegetables, meat, poultry, fish, eggs, and other foods harvested directly from farms or fisheries.

2.保鲜努力（Freshness preservation efforts）

是指在供应链或农业生产中，采取的各种措施和技术手段，以保持农产品的质量和新鲜度，延长其保质期，减少损失。保鲜努力水平决定了生鲜农产品有效供应的数量和质量，保鲜努力会产生成本。对于易腐的农产品，如生鲜蔬果、肉类、海鲜等，保鲜努力通常涉及以下方面：温湿控措施、包装技术、处理技术、运输与存储。

It refers to various measures and technical means taken in the supply chain or agricultural production to maintain the quality and freshness of agricultural products, extend their shelf life, and reduce losses. The level of preservation efforts determines the quantity and quality of the effective supply of fresh agricultural products, and preservation efforts will incur costs. For perishable agricultural products, such as fresh fruits and vegetables, meat, seafood, etc., preservation efforts usually involve the following aspects: temperature and humidity control measures, packaging technology, processing technology, transportation, and storage.

3.供应链绩效（Supply chain performance）

指的是衡量和评估整个供应链在运作过程中达到预期目标的效果和效率的标准。它通常包括一系列指标，用于评价供应链的各个环节，如采购、生产、库存管理、物流和配送等，是否有效地满足客户需求，同时保持成本控制和资源优化。

Refers to the standard for measuring and evaluating the effectiveness and efficiency of the entire supply chain in achieving the expected goals during the operation process. It usually includes a series of indicators to evaluate whether each link of the supply chain, such as procurement, production, inventory management, logistics, and distribution, effectively meets customer needs while maintaining cost control and resource optimization.

4.O2O

是一种商业模式，指的是通过线上平台或互联网渠道将消费者引导至线下实体店铺或服务场所进行交易、消费或体验的模式。O2O的核心思想是通过互联网为消费者提供便捷的服务和信息，并促进线上与线下的融合，增强线下店铺的客流量和销售。

It is a business model that refers to a model that guides consumers to offline physical stores or service places for transactions, consumption, or experience through online platforms or Internet channels. The core idea of O2O is to provide consumers with convenient services and information through the Internet, promote the integration of online and offline, and increase the customer flow and sales of offline stores.

这种模式的常见应用包括：线上下单，线下消费：消费者通过互联网平台选择商品或服务，在线下实体店进行支付、领取或享受服务，例如外卖平台。线上预订，线下体验：例如，消费者在网上预定酒店、餐厅或旅游项目，并到线下地点进行实际体验。线上展示，线下交易：一些平台提供产品的详细展示和信息，消费者在线上查看后，前往实体店进行购买。

Common applications of this model include: Online ordering, and offline consumption: consumers select goods or services through the Internet platform, and pay, pick up, or enjoy services in offline physical stores, such as food delivery platforms. Online booking, offline experience: for example, consumers book hotels, restaurants, or travel projects online and experience them at offline locations. Online display, offline transaction: some platforms provide detailed displays and information on products, and consumers go to physical stores to purchase them after viewing them online.

5.传统电商（Traditional e-commerce）

是指通过互联网进行商品或服务的交易，但不依赖于社交媒体、直播等新兴平台的形式。它通常通过专门的电商平台进行商品展示、交易和支付，买卖双方通过平台的网络环境完成信息的传递和商品的交换。

It refers to the transaction of goods or services through the Internet but does not rely on emerging platforms such as social media and live broadcasting. It usually uses a dedicated e-commerce platform for product display, transaction, and payment, and buyers and sellers complete the transmission of information and exchange of goods through the platform's network environment.

三、知识补充（Knowledge supplement）

1.新鲜度衰退函数（Freshness decay function）

是用于描述生鲜产品或易腐商品的需求与其新鲜度之间关系的数学函数。通常情况下，新鲜度会影响消费者对商品的购买意愿，随着新鲜度的变化，商品的价格、消费者的需求量也会发生相应的变化。新鲜度需求函数的一般形式可能为：

It is a mathematical function used to describe the relationship between the demand for fresh products or perishable goods and their freshness. Generally speaking, freshness affects consumers' willingness to buy goods. As freshness changes, the price of the goods and the demand of consumers will also change accordingly. The general form of the freshness demand function may be:

这种函数表明，在生鲜市场中，除了价格因素，新鲜度是一个决定消费者购买行为的重要因素。具体而言，若将新鲜度视为影响需求量的一个变量，需求函数可以呈现出以下特点：当新鲜度高时，需求量增加，当新鲜度降低时，需求量下降。

This function shows that in the fresh food market, in addition to price factors, freshness is an important factor that determines consumer purchasing behavior. Specifically, if freshness is regarded as a variable that affects demand, the demand function can show the following characteristics: when freshness is high, demand increases, and when freshness decreases, demand decreases.

在本文中，生鲜农产品新鲜度最高记为1，新鲜度随时间衰减，经过保鲜努力后，生鲜农产品新鲜度随时间衰减的函数为：

In this paper, the freshness of fresh agricultural products is recorded as 1, and the freshness decays over time. After preservation efforts, the function of the freshness decay of fresh agricultural products over time is:

2.聚集模式（Aggregation mode）

集聚模式是基于O2O模式借助线上线下结合的方式，有效整合资源，提升生鲜农产品供应链运作绩效。在该模式中，线上平台招募集聚发起人，发起人通过社交媒体展示生鲜农产品信息，激发潜在消费者购买意愿，并引导其前往线下体验店。消费者线下体验满意后，返回线上平台参与聚合订购，将碎片化的消费需求集聚成集团式采购订单。

The aggregation model is based on the O2O model and uses the combination of online and offline methods to effectively integrate resources and improve the operational performance of the fresh agricultural product supply chain. In this model, the online platform recruits aggregation initiators, who display fresh agricultural product information through social media to stimulate potential consumers' willingness to buy and guide them to offline experience stores. After consumers are satisfied with the offline experience, they return to the online platform to participate in aggregated ordering, aggregating fragmented consumer demand into group purchase orders.

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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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