冷链物流在生鲜电商中的服务质量提升策略
摘 要：随着生鲜电商行业的快速发展，消费者对商品新鲜度与时效性的要求日益提高，冷链物流作为保障生鲜产品质量的关键环节，其服务水平直接影响用户的购物体验与企业竞争力。然而，当前我国冷链物流体系仍存在配送成本高、温控不稳定、末端配送效率低等问题，制约了生鲜电商的可持续发展。本研究旨在通过分析冷链物流在生鲜电商中的服务现状与问题，提出切实可行的服务质量提升策略。采用文献分析、案例研究与实地调研相结合的方法，系统梳理冷链物流的关键影响因素，并从技术应用、管理机制与协同模式三个维度构建服务质量优化框架。研究发现，引入智能温控设备、完善实时监控系统以及建立高效的末端配送网络能够显著提升冷链运输的稳定性和时效性。创新性地提出基于大数据驱动的动态路径规划模型与多温层协同配送模式，有效降低了物流成本并提高了客户满意度。主要贡献在于将信息技术与传统物流深度融合，为生鲜电商平台实现精细化运营提供理论支持与实践指导。研究结果对推动冷链物流转型升级、促进生鲜电商高质量发展具有重要的现实意义。
关键词：冷链物流；生鲜电商；服务质量提升；智能温控；动态路径规划
Strategies for Improving Service Quality of Cold Chain Logistics in Fresh E-commerce
Abstract: With the rapid development of the fresh e-commerce industry, consumers' demands for product freshness and delivery timeliness have been increasingly heightened. As a critical component in ensuring the quality of fresh products, cold chain logistics directly influences customer shopping experiences and corporate competitiveness. However, China's current cold chain logistics system still faces challenges such as high distribution costs, unstable temperature control, and low efficiency in last-mile delivery, which constrain the sustainable growth of the fresh e-commerce sector. This study aims to analyze the current service status and existing problems of cold chain logistics within the context of fresh e-commerce and propose practical strategies to enhance service quality. By integrating literature analysis, case studies, and field investigations, this research systematically identifies key influencing factors of cold chain logistics and constructs an optimization fr amework for service improvement from three dimensions: technological application, management mechanisms, and collaborative models. Findings reveal that the introduction of intelligent temperature control devices, the enhancement of real-time monitoring systems, and the establishment of efficient last-mile delivery networks can significantly improve the stability and timeliness of cold chain transportation. Innovatively, a big data-driven dynamic route planning model and a multi-temperature zone coordinated delivery approach are proposed, effectively reducing logistics costs and enhancing customer satisfaction. The main contribution lies in the deep integration of information technology with traditional logistics, offering both theoretical support and practical guidance for fresh e-commerce platforms to achieve refined operations. The outcomes of this study hold significant practical implications for promoting the transformation and upgrading of cold chain logistics and advancing the high-quality development of the fresh e-commerce industry.
Keywords: Cold Chain Logistics; Fresh E-commerce; Service Quality Improvement; Intelligent Temperature Control; Dynamic Route Planning
目 录
1绪论 1
1.1研究背景与意义 1
1.2国内外研究现状 1
2生鲜电商对冷链物流服务的需求特征分析 2
2.1生鲜商品的流通特性与冷链要求 2
2.2消费者对冷链物流服务质量的期望 2
2.3电商平台运营模式对冷链服务的影响 2
3冷链物流在生鲜电商中面临的服务质量问题 3
3.1温控技术应用存在的短板 3
3.2配送环节中的时效性问题 3
3.3信息追溯系统的不完善 4
3.4服务标准化程度低 4
4提升冷链物流服务质量的关键策略 5
4.1构建智能化温控管理系统 5
4.2优化配送网络与路径规划 5
4.3完善冷链信息追溯机制 6
4.4推动行业标准与企业规范建设 6
5政策支持与协同机制构建 6
5.1政府政策引导与基础设施投入 6
5.2企业间协同合作模式创新 7
5.3供应链上下游资源整合 7
5.4行业监管与质量评估体系完善 8
结论 8
参考文献 10
致 谢 11
