Research On The Performance Evaluation Of Cold Chain Logistics Enterprises Of Fresh Agricultural Products Under The Background Of E-commerce

In recent years,with the continuous improvement of our country's economy and the steady improvement of the people's living standard,the consumption structure and demand of our residents have changed greatly.In the field of fresh agricultural products,people are increasingly pursuing high-quality products.Driven by this demand,many e-commerce enterprises and traditional enterprises have been involved in the field of fresh agricultural produce e-commerce,and the e-commerce of fresh agricultural products is coming to a flourishing era.However,due to the restriction of cold chain logistics,the risk of fresh agricultural products in e-commerce is frequently occurring in the process of circulation,which seriously restricts the healthy and rapid development of fresh agricultural products e-commerce.Therefore,under the background of e-commerce,this paper takes the fresh agricultural products cold chain logistics enterprises as the research object,and studies the performance evaluation of this type of enterprises.The purpose is to find out the weak links in the actual operation of the cold chain logistics enterprises of fresh agricultural produce under the background of e-commerce,clarify its future improvement direction,so as to ensure the quality and safety of fresh produce,reduce the loss cost of fresh produce in the logistics chain,improve the performance level of the cold chain logistics enterprises of fresh agricultural products,and ultimately promote the development of e-commerce of fresh agricultural products in our country.Firstly,this paper defines several concepts such as cold chain logistics of fresh produce,based on the literature review and comments on cold chain logistics performance and related research of fresh agricultural products.According to the characteristics of fresh agricultural products cold chain logistics enterprises,the construction steps and principles of performance evaluation system,this paper establish the framework of the cold chain logistics enterprise performance evaluation system of fresh agricultural products under the background of e-commerce.Using the method of literature review and repeated questionnaire survey,eventually this paper establish the performance evaluation index system of fresh agricultural products cold chain logistics enterprises under the background of e-commerce,which includes the five aspects of financial capacity,customer service capabilities,information technology capabilities,cold supply chain capabilities and development capabilities.Secondly,combined with the established performance evaluation index system of the fresh agricultural products cold chain logistics enterprises under the background of e-commerce,this paper uses the method of AHP combined with fuzzy comprehensive evaluation to carry out empirical research for the cold chain logistics enterprises of fresh agricultural produce under the background of e-commerce.According to the result of performance appraisal,the paper analyzes separately and finds out some problems andshortcomings in the actual operation of the enterprise.Moreover,for these problems and deficiencies,the article put forward corresponding countermeasures and suggestions.Finally,this paper points out the shortcomings of the research,and prospects for its follow-up research.