Research On Supply Chain Risk Management Of Yantai Apple Live Broadcast E-Commerce Based On Entropy Weight Method And OWA

Along with the popularity of the Internet and the rapid development of e-commerce,the sale of agricultural products through the Internet can better connect agriculture with consumers,thus providing a new space for the development of the rural economy.In recent years,in particular,the solution to the problem of stagnant agricultural products through live streaming has been of great significance in promoting rural economic development.In addition,while the general public’s economic standard and quality of life have continued to improve,consumers have continued to raise their demand for agricultural product quality.Live agricultural products e-commerce must not only ensure product quality and freshness,but also the timely delivery of goods,so how to effectively control the risks of the supply chain of live agricultural products e-commerce has become an important issue for us to consider.This paper takes the supply chain risk of Yantai apple live e-commerce as the research object.Firstly,by studying relevant literature at home and abroad,we elaborate on agricultural products e-commerce,agricultural products supply chain,agricultural products live e-commerce and risk issues in e-commerce supply chain,and introduce the theories related to agricultural products live e-commerce supply chain and supply chain risk management and the risk management methods used in this paper.On this basis,the SCOR model is used to identify the risks in the Yantai apple live e-commerce supply chain from six processes: planning,source supply,processing,storage and transportation,live operation and return,respectively.A questionnaire survey is conducted for the identified risk factors and factor analysis and reliability analysis are performed to obtain the risk assessment index system for the Yantai apple live e-commerce supply chain.Then,the risk assessment model was constructed by combining the entropy weight method and the OWA operator method,and the risk value was assessed with the help of the fuzzy comprehensive evaluation method.Through empirical analysis,affiliation analysis and risk value size comparison were conducted for the risk values of Yantai live apple e-commerce supply chain,and it was concluded that the supply chain risk was between low and medium risk,with a preference for medium risk,and the ranking of the first-level risk index values was achieved.Finally,targeted risk control measures and preventive measures are proposed for the risk assessment results of Yantai Apple live e-commerce supply chain.