B2C生鲜电商冷链“最后一公里”配送模式研究

硕士专业学位论文

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北京交通大学

2022年4月

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硕士专业学位论文

论文题目B2C生鲜电商冷链“最后一公里”配送模式研究

论文英文题目"The last kilometer" of B2C electricity supplier Fresh

Cold Chain Distribution Model

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专业学位类别：XXXX 学位级别：硕士

北京交通大学

2022年4月

致谢

北京交通大学硕士专业学位论文摘要

摘要

2013年开始，生鲜电商进入了高速发展的轨道。以2012年为例，我国进入流通领域的农副产品价值总额为2.45万亿。与其对应的是，进入电商流通领域的200亿元即1% 左右。而对生鲜食品超过300%的增速反映了市场的巨大潜力。新生鲜垂直电商的数量爆发式增长，同时，几大垂直电商开始铺开生鲜产品全国范围销售渠道的拓展，最后还有沃尔玛、永辉超市为代表的传统零售企业涉足电商领域，由此形成了我国生鲜电商三大类型。与实体平台不同，电商平台相对较轻，模块化程度高，社会化程度高，加之当前经济转型，社会各路资本纷纷涌入被称为电商最后蓝海的生鲜电商领域。农业上游的种植企业、中游的流通企业、下游的分销企业纷纷涉足生鲜电商经销模式。我国涉农电商平台已经有3万家，农产品电商平台3000家。

但是，与生鲜电商市场巨大的潜力和较高的毛利率对应的却是较低的实际盈利水平：全国4000多家生鲜电商企业中，大约有1%实现盈利，4%持平，88% 略亏，7%巨亏。其症结在于：全程冷链物流难以保证，尤其是最后一公里的冷链配送，是冷链断点；配送成本高，生鲜电商产品的损耗一般10~30%，造成平均每单的物流成本达到40元。因此，可以总结出，冷链物流最后一公里配送模式的合理性是所有生鲜电商解决降低物流成本，同时提高消费者满意度的关键所在。

在这种背景下，非常有必要对我国B2C生鲜电商企业的配送模式的组合选择进行深入研究，根据企业不同特性制定合理的配送模式选择策略，以期实现物流成本的控制和利润最大化。

本文首先分析了B2C生鲜电商的最后一公里配送模式现状，运用比较的分析方法，归纳出了现有生鲜电商冷链最后一公里宅配面临的问题和原因。其次，依据现有的B2C电商最后一公里配送模式，从模式分类，影响要素，如产品属性、服务水平、企业经营类型等方面阐述各个模式的不同及优劣方面比较。然后，再根据技术性选择和管理模式性选择两个角度，运用定性定量分析法，并结合电商新配送模式的现状，做出针对B2C生鲜电商最后一公里配送策略和模式选择的方法。最后，总结出不足之处和研究中待解决的其他问题。

关键词：生鲜电商，冷链物流，配送模式

北京交通大学硕士专业学位论文

ABSTRACT

Since the year 2013, the companies running fresh fruits & vegetables through E-commerce are facing a rapid business growth. For example in year of 2012, the total value of the agricultural sideline products’ circulation in China market was 2.45 trillion RMB. There was about 20 billion which was circulated in E-Commerce field, which occupied only one percent of the total value. Comparing this minor percentage, the demand for agricultural products increased by 300% reflected the huge gap between them. New E-commerce companies for agricultural products are increasing, the existing E-commerce companies are expanding their product range to agricultural sideline products, as well as traditional off line supermarkets getting started for online agricultural products sales channel, there three types formed current Chinese E-commerce companies involving fresh fruits & vegetables business. There are about 30000 E-commerce companies selling fresh fruits & vegetables, and one out of ten are running agricultural products exclusively.

On the contrary to the increasingly rocketing demand, the profitability of each individual company is comparatively low. There are total 40000 E-commerce companies selling agricultural products, only 1% is making profit; 4% is even; 88% is having profits slightly under expanse; and 7% is facing drastic losses. The main two reasons behind this are: the Cold Chain home delivery service could not be fully implemented to the destination which affects the consuming experience; current models of the Cold Chain home delivery is with a high cost value, if adding the attrition loss, ranging from 10% to 30% of the value, the logistics costs of the last mile home delivery Cold Chain service will be 40RMB each order. The conclusion will be choosing the most effective model of the last mile home delivery Cold Chain service is the key to increase the profits and improve consumers’ satisfactory results.

Under this circumstances, there is a need to study existing home delivery models with a deep understanding of different E-commerce companies requirements, and try to work out a new model of home delivery.

Firstly, the research analyzed on the strengths and weaknesses of currently delivery models, and concluded the issues facing and possible reasons behind.

Secondly, it studied current home delivery models for general products, not only fresh