Research On Optimization Strategy Of Fresh E-commerce Supply Chain

The rapid development of e-commerce has innovatively changed China’s freshagricultural market. However, as a brand new industry, the supply chain of thise-commerce cannot be without problem. This thesis, therefore, centered on consumersand investigated their satisfaction rate of the final commodities in the e-commercesupply chain of fresh agricultural products. Then, the thesis further analyzed thecurrent defects of supply chain and proposed several optimizations.First of all, this thesis found that among domestic and overseas documents therewere few studies from the angle of consumers. Accordingly, the researches into thesupply chain mostly centered on qualitative instead of quantitative analysis. Second,the surveys about e-commerce platform demonstrated general problems with purchase,inventory, logistic delivery, and information management. Last, from the collectedquestionnaires, this paper concluded certain factors elements that affected consumersatisfaction, including quality of product, service, etc. Based on the theory ofconsumer demand management, suggestions were made to optimize the aboveproblematic sessions in e-commerce platform.