社区团购平台“预售 + 自提”模式下的供应链成本优化研究——以家家乐超市为例

Research on Supply Chain Cost Optimization of Community Group-Buying Platform under the “Pre-Sale + Self-Pickup” Mode—A Case Study of Jiajiale Supermarket

摘要: 社区团购行业已从规模化扩张迈入精细化运营阶段，“预售 + 自提”成为主流模式，供应链成本管控直接影响企业盈利与可持续发展。本文以家家乐超市为研究对象，采用文献研究、案例分析与实地调研法，剖析其供应链成本构成、运作流程及管理现状，发现企业存在网格仓亏损、生鲜损耗偏高、团长佣金占比过高等问题，根源在于规模效应不足、需求预测不准、冷链体系缺失及激励机制错位。本文依托供应链管理、交易成本等理论，从大数据需求预测、仓网布局优化、自提点管控、供应商协同、团长激励重构五个维度提出优化策略，可为家家乐超市供应链降本增效提供实践方案，也为传统零售企业转型社区团购提供参考。

Abstract: The community group-buying industry has shifted from scale expansion to intensive operation, and the “pre-sale + self-pickup” mode has become the mainstream. Supply chain cost control directly affects corporate profitability and sustainable development. Taking Jiajiale Supermarket as the research object, this paper uses literature research, case analysis and field investigation to analyze its supply chain cost composition, operation process and management status. It is found that the supermarket has problems such as grid warehouse losses, high fresh food loss rate and excessive group leader commissions, which are caused by insufficient scale effect, inaccurate demand forecasting, incomplete cold chain and misplaced incentive mechanism. Based on supply chain management and transaction cost theories, this paper puts forward optimization strategies from five dimensions: big data demand forecasting, warehouse network layout, self-pickup point management, supplier collaboration and group leader incentive reconstruction, providing a practical plan for cost reduction and efficiency improvement, and a reference for traditional retail enterprises to transform into community group-buying.