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鲜切花电商“最后一公里”配送模式研究——基于案例的分析.doc
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鲜切花电商“最后一公里”配送模式研究——基于案例的分析.doc
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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
Research and optimization on "the last kilometer" distributi
on model of fresh cut flower E-commerce
[Abstract]In recent years, with the rapid development of social economy, people
's living standard has improved, in addition to meeting daily needs for food and clothi
ng, the flowers that bring spiritual cleansing and tranquility to people no longer beco
me a popular consumable during the festive season, flowers as an essential factor to i
mprove people's quality of life, can not only give people physical and mental pleasure,
to the environment to bring decoration, to the atmosphere to bring close, to bring inte
rpersonal relations to identify. Demand will drive consumption. With the gradual chan
ge of People's concept of life and the concept of flowers, with the help of Internet tech
nology and E-COMMERCE technology, the traditional offline flower shop has been u
nable to meet the needs of people, especially the busy office workers, therefore, the fl
ower e-commerce platform emerged. However, in today's flower e-commerce market,
there are a lot of shoddy phenomenon. First of all, online flower shops, customers can
not check the quality of flowers on the spot; second, flowers from the warehouse or p
hysical store to the customer in the process of delivery, this "last kilometer" of distrib
ution, can not be guaranteed to avoid damage; second, the flower itself from the florist
to the supplier to the florist period, the cost layer upon layer, the final need to be born
e by consumers. Therefore, this article synthesizes the above questions, takes the actu
al case analysis as the inspection method, in view of the fresh flower electronic comm
erce platform existence phenomenon and the question, through the investigation and t
he interview way, collects the objective questionnaire data, the paper studies the distri
bution mode and process of flower e-commerce in "the last kilometer" , synthesizes th
e knowledge of logistics distribution and logistics system, and puts forward the sugge
stion and optimization project of flower end distribution.
[Keywords] Flower e-commerce; the last kilometer; distribution quality;
circulation; mode
1
目 录
1 绪论..............................................................................................4
1.1 选题背景 ..................................................4
1.2 研究的目的和意义 ..........................................5
1.3 研究现状 ..................................................6
1.3.1 国外研究现状 ............................................6
1.3.2 国内研究现状 ............................................7
1.4 研究的主要内容 ............................................8
1.5 研究的主要方法 ............................................9
2 相关概念及理论........................................................................10
2.1 末端物流概述 .............................................10
2.1.1 末端物流的定义 .........................................10
2.1.2 末端物流的特点 .........................................10
2.1.3 末端物流和前段物流区别 .................................11
2.2 相关理论概述 .............................................12
2.2.1 冷链物流 ...............................................12
2.2.2 花卉物流 ...............................................12
2.2.3 鲜花电商 ...............................................13
3 鲜花电商配送模式分析............................................................14
3.1 鲜花电商配送的一般模式 ...................................14
3.1.1 自营冷链物流 ...........................................14
3.1.2 第三方冷链物流 .........................................15
3.1.3 共同配送 ...............................................16
3.1.4 众包物流 ...............................................18
3.1.5 自提模式 ...............................................19
2
4 鲜花电商配送模式的典型案例 ...............................................20
4.1 京东众包“鲜花到家” .....................................20
4.1.1 品牌模式介绍 ...........................................20
4.1.2 “鲜花到家”物流模式分析 ...............................21
4.1.3 好评度分析 .............................................21
.............................................................23
.............................................................23
4.1.4 京东“鲜花到家”模式优化 ...............................25
4.2 苏宁易购的“鲜花同城速递” ...............................26
4.2.1 品牌模式介绍 ...........................................26
4.2.2 苏宁易购“鲜花同城速递”物流模式分析 ...................27
4.2.3 线上 APP 好评度分析 .....................................27
4.3 FLOWERPLUS 与第三方物流 ..................................30
4.3.1 品牌模式介绍 ...........................................30
4.3.2 FLOWERPLUS 物流模式分析 .................................31
4.3.3 FLOWERPLUS 物流配送流程 .................................32
4.4 典型案例的实际体验 .......................................32
5 鲜切花最后一公里配送模式选择及对策建议 .......................34
5.1 鲜切花最后一公里的配送选择原则 ...........................34
5.2 鲜切花最后一公里配送模式选择的依据 .......................35
5.3 鲜花配送模式选择的对策建议 ...............................36
6 结论与展望................................................................................38
6.1 研究结论 .................................................38
6.2 展望 .....................................................39
参考文献........................................................................................40
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