电商新零售模式下生鲜冷链物流存在的问题及对策

Problems and Countermeasures of Fresh Cold Chain Logistics in the New E-Commerce Retail Model

摘要: 近年来，我国不仅经济水平不断提高，科技水平也是一日千里。在冷链物流当中的制冷技术飞速地提升，其中生鲜冷链物流一步步登上物流新发展的舞台，消费者能够快速且在保证质量的前提之下购买到新鲜健康的食品。这一技术的出现，使消费者对生鲜的要求越来越高，冷链物流也已成为保障食物的质量以及民众食品卫生安全的一个重要手段融入到产业链的每一个环节当中，成为产业转型升级的重要手段。随着消费者的水平越来越高，对生鲜质量以及生活水平的品质也有较高的要求，同时传统零售不能很好地满足现阶段的要求，为了更好地解决这一问题，电商新零售孕育而生。由于新零售的产品特点及运作模式，加上电子商务生鲜食品的销售促进了生鲜食品冷链物流的发展，互联网、移动支付、物流网络及区块链的高速发展，使生鲜冷链物流与新零售不断地交汇在一起，二者相辅相成。

Abstract: In recent years, not only the economic level of our country has been improving, the level of science and technology is also a thousand miles a day. With the rapid improvement of refrigeration technology in cold chain logistics, fresh cold chain logistics has stepped onto the stage of new development of logistics, and consumers can buy fresh and healthy food quickly under the premise of ensuring quality. The emergence of this technology has made consumers’ higher and higher requirements for fresh food, cold chain logistics has become an important means to ensure the quality of food and public food health and safety into every link of the industrial chain, as an important means of industrial transformation and upgrading. As the level of consumers is getting higher and higher, the quality of fresh and living standards also have higher requirements, while traditional retail can not well meet the requirements at this stage, in order to better solve this problem, e-commerce new retail was born. Due to the product characteristics and operation mode of new retail, coupled with the sales of e-commerce fresh food, the development of fresh food cold chain logistics, the rapid development of the Internet, mobile payment, logistics network and blockchain, fresh cold chain logistics and new retail continue to converge together, the two complement each other.