供应链视角下叮咚买菜生鲜电商产品配送管理优化策略研究

Research on the Optimization Strategy of Fresh Produce E-Commerce Product Delivery Management of Dingdong (Cayman) Limited from the Perspective of Supply Chain

摘要: 随着居民消费结构的升级，我国生鲜电商行业快速发展。物流配送作为连接生鲜产品与终端消费者的关键环节，其服务质量与运作效率直接影响着企业的核心竞争力。本文从供应链视角出发，以叮咚买菜为研究对象，深入分析其在“前置仓 + 即时配送”模式下生鲜产品的配送管理现状。研究发现，叮咚买菜的配送体系面临生鲜品控难度较大、冷链设施不够完善、前置仓运营成本高以及末端配送运力紧张等问题。针对上述问题，本文提出引入智能质检技术、完善冷链物流体系、优化前置仓运营模式以及引入众包配送运力的优化策略，以期降低其生鲜损耗与配送成本，提升配送效率与客户满意度，进而为生鲜电商行业的可持续发展提供有益参考。

Abstract: With the upgrading of residents’ consumption structure, China's fresh food e-commerce industry has witnessed rapid development. As a crucial link connecting fresh food products and end consumers, the service quality and operational efficiency of logistics and distribution directly impact an enterprise’s core competitiveness. From the perspective of the supply chain, this paper takes Dingdong (Cayman) Limited as the research object and conducts an in-depth analysis of the current situation of the distribution management of fresh food products under its “front-end warehouse + instant delivery” model. The study reveals that Dingdong (Cayman) Limited’s distribution system faces several problems, including significant difficulties in fresh food quality control, imperfect cold chain facilities, high operating costs of front-end warehouses, and a shortage of last-mile delivery capacity. In response to these issues, this paper proposes optimization strategies such as introducing intelligent quality inspection technology, improving the cold chain logistics system, optimizing the operating model of front-end warehouses, and introducing crowdsourced delivery capacity. The aim is to reduce the loss of fresh food and distribution costs, enhance distribution efficiency and customer satisfaction, and thus provide valuable references for the sustainable development of the fresh food e-commerce industry.