数字经济背景下湖州市农产品直播电商供应链的风险评估及对策研究

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中图分类号：F724.6 文献标志码：A 文章编号：1008-1038（2025）10-0086-07

DOI：10.19590/j.cnki.1008-1038.2025.10.016

Risk Assessment and Strategies for the Live-streaming E-commerce Supply Chain of Agricultural Productsin Huzhou under the Digital Economy Context

HU Mingyang1， XIA Hongwang2 （1.Huzhou Vocational and Technical College，Huzhou 313OOo， China; 2.Huzhou Traffic Technician College，Huzhou 313000， China）

Abstract：The digital economyaccelerates the innovation of agricultural product circulation，making livestreaming e-commerce anincreasingly important vehicle for agricultural digital transformation.The ecommerce development in Huzhou has deeply integrated local industrial characteristics with digital innovation， establishing itself as a pivotal e-commerce hub in the Yangtze River Delta region.Based on the SCOR model， this study identified 17 secondary risks in the processes of planning，procurement，production，distribution，and returns，and evaluated their weightsusing the entropy weight method.The results indicated that the risks associated with distribution and planning were the most significant，with six secondary indicators，including improper storage and unreasonable planning settings，accounting for over 60% . To address these issues， six targeted strategies were proposed： refined warehousing，collaborative planning，data-driven forecasting，logistics management，after-sales optimization，and eficient response mechanisms. These findings provided theoretical foundations and practical strategies for optimizing the live -- streaming e- commerce supply chain of agricultural products in Huzhou， contributing to the sustainable development of the industry.

Keywords：Digital economy；agricultural products； live-streaming e-commerce;supply chain risk；entropy weight method

随着数字经济的快速发展，农产品直播电商作为一种新兴销售模式，正在加速农产品的流通与销售。（剩余7599字）