生鲜电商冷链物流成本优化与服务质量协同机制研究

Abstract： This article focuses on the cold chain logistics of fresh produce e-commerce， delving into an indepth analysis of the characteristics of fresh produce categories and their distinctcold chain requirements，while also uncovering the unique chalenges faced in cold chain service scenarios.By dissecting the cost structure and identifying pain points in industry，it highlights issues such as the mismatch between fixed costs and demand fluctuations，theineficiency inmatchingvariable costs，andtheaccumulationofhiddencosts.Aditionally，itonts out obstacles rooted in the nature of fresh produce，including non-standardized packaging costs，theconflict between short shelf life and inventory costs，and consumer perceptions.Aservice quality evaluation system is constructed， defining physical，experiential，and sustainable indicators，and the botlenecks in improving service levelsare analyzed，such as inadequatecold chain infrastructure incounty-level markets，varying levels of digitalization among third-party logistics enterprises，and divergentconsumer willingness to pay for premium services.Four major strategies are proposed： dynamiccollaborationbased onthe fresh produce qualitycycle，differentiatedcategory-based collboration，technology-driven precision collaboration，and supply chain collaboration for cost reduction.These strategies offr theoretical support and practical pathways for optimizing costs and enhancing service quality in the cold chain logistics of fresh produce e-commerce.

Keywords： fresh produce e-commere; cold chain logistics; cost optimization; service quality; collaboration mechanism

在消费升级与电商渗透的双重驱动下，生鲜电商市场规模持续扩张，消费者对生鲜产品新鲜度与配送时效的要求日益严苛。（剩余5590字）