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（34）：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》摘要”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（34）：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》摘要”
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 (34): 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" abstract"
Welcome your visit.

一、思维导图（Mind mapping）

在生鲜电商蓬勃发展的当下，表面繁荣背后却藏着诸多难题。今天，我们就通过这篇文章，深入剖析生鲜农产品供应链，看看O2O集聚模式能否成为破局关键。因此今天给大家带来文章的摘要部分的精读分享。

At a time when fresh food e-commerce is booming, many problems are hidden behind the apparent prosperity. Today, through this article, we will deeply analyze the supply chain of fresh agricultural products to see whether the O2O aggregation model can become the key to breaking the deadlock. Therefore, today, we bring you a detailed reading and share the summary of the article.

二、精读内容（Intensive reading content）

（一）研究背景（Research background）

生鲜农产品电商市场规模一路飙升，可多数企业深陷亏损泥沼。生鲜品易腐坏、保质期短，对物流和保鲜要求严苛，加上传统电商模式里消费者和农场信息严重不对称，信任缺失，导致供应链绩效不佳。与此同时，O2O电商模式在多领域风生水起，为生鲜电商带来新希望。那么，将O2O集聚模式引入生鲜电商，能否带来转机。这正是本次研究聚焦之处。

The scale of the e-commerce market for fresh agricultural products has been soaring, but most companies are mired in losses. Fresh products are perishable and have a short shelf life, which places strict requirements on logistics and preservation. In addition, the serious information asymmetry between consumers and farms and the lack of trust in the traditional e-commerce model have led to poor supply chain performance. At the same time, the O2O e-commerce model has been thriving in many fields, bringing new hope to fresh food e-commerce. So, can the introduction of the O2O aggregation model into fresh food e-commerce bring about a turnaround? This is exactly the focus of this study.

（二）研究目的（Research purpose）

本次研究意在找出提升生鲜农产品供应链运作绩效的最优模式。通过对比O2O集聚与传统电商模式，明确各模式优劣，分析价格敏感系数、集聚发起人提成等变量对供应链绩效的影响，为生鲜电商发展提供策略参考。

This study aims to find the optimal model to improve the performance of fresh agricultural product supply chain operations. By comparing O2O aggregation and traditional e-commerce models, the advantages and disadvantages of each model are clarified, and the impact of variables such as price sensitivity coefficient and aggregation initiator commission on supply chain performance is analyzed to provide a strategic reference for the development of fresh food e-commerce.

研究人员构建了生鲜农产品新鲜度衰退函数，为O2O集聚模式量身打造考虑保鲜努力和线下体验水平的供应链决策模型，并与传统电商基于时变效用函数的决策模型对比。从分散决策和集中决策两个角度，详细探讨不同模式下生鲜农产品的价格、销售量、保鲜努力水平以及供应链利润等关键指标。

The researchers constructed a freshness decay function for fresh agricultural products, tailored a supply chain decision model for the O2O agglomeration model that takes into account preservation efforts and offline experience levels, and compared it with the decision model of traditional e-commerce based on time-varying utility functions. From the perspectives of decentralized decision-making and centralized decision-making, the key indicators of fresh agricultural products such as price, sales volume, preservation efforts, and supply chain profits under different models were discussed in detail.

（四）研究结论（Research conclusions）

研究发现，不管是集中决策还是分散决策，O2O集聚模式下生鲜农产品价格、销售量、保鲜努力水平和供应链全利润都更胜一筹。具体来说，新鲜度衰减越快、消费者对新鲜度或线下体验越敏感，集聚模式优势越明显；反之，消费者对价格越敏感、集聚发起人提成越高，其优势就会减弱。

The study found that regardless of whether the decision is centralized or decentralized, the O2O aggregation model has better prices, sales volume, preservation efforts, and overall supply chain profits for fresh agricultural products. Specifically, the faster the freshness decays and the more sensitive consumers are to freshness or offline experience, the more obvious the advantages of the aggregation model; conversely, the more sensitive consumers are to prices and the higher the commission of the aggregation initiator, the weaker its advantages will be.

（五）研究启示（Research implications）

基于这些结论，我们能得到不少实用启示。企业应积极拥抱O2O集聚模式，尤其适合新鲜度要求高的生鲜品。供应链各主体需加强协同合作，比如平台和农场可建立深度战略伙伴关系。同时，要培育激励集聚发起人，提升其吸纳消费者的能力，降低提成成本。此外，还得提升线下体验效应，优化体验店布局和运营，提高消费者满意度。

Based on these conclusions, we can get a lot of practical inspiration. Enterprises should actively embrace the O2O aggregation model, which is especially suitable for fresh products with high freshness requirements. All parties in the supply chain need to strengthen cooperation. For example, platforms and farms can establish a deep strategic partnership. At the same time, we need to cultivate and incentivize aggregation initiators, enhance their ability to attract consumers and reduce commission costs. In addition, we need to enhance the offline experience effect, optimize the layout and operation of experience stores, and improve consumer satisfaction.

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