基于SCOR模型的直播电商供应链运作风险识别与防范策略研究

Research on the Identification and Prevention Strategies of Live-Streaming E-Commerce Supply Chain Operational Risks Based on the SCOR Model

摘要: 针对直播电商模式下脉冲式订单与高退货率引发的供应链运作危机，本文引入SCOR模型(供应链运作参考模型)对其后端链路进行系统性透视与风险诊断。研究首先阐述了直播电商供应链由“流量拉力”驱动的特征及SCOR模型的适用性。随后，严格遵循SCOR模型的五大流程，深度识别并剖析了直播电商各环节的典型运作风险：即计划(Plan)环节的需求预测失真与协同断层、采购(Source)环节的寻源受限与质量管控风险、制造(Make)环节的刚性产能瓶颈、交付(Deliver)环节的物流履约延迟以及退货(Return)环节的非理性消费反噬与逆向物流积压。在此基础上，本文选取“A品牌”作为案例，结合公开财务数据与典型商业事件，验证了上述风险的现实破坏力与深层成因。最后，本文从建立跨企业数据共享中台、推行“小单快反”柔性制造模式、优化前置仓空间布局以及完善退货过滤与逆向处理机制等维度，提出了全链路风险防范策略。本研究旨在为直播电商企业识别运作瓶颈、构建高韧性供应链提供结构化的理论框架与决策参考。

Abstract: Aiming to address the supply chain operational risks arising from impulse orders and high return rates in the live-streaming e-commerce model, this paper introduces the SCOR model (Supply Chain Operations Reference Model) to systematically analyze and diagnose its backend processes. The study first elaborates on the “traffic pull” driven characteristics of live-streaming e-commerce supply chains and the applicability of the SCOR model. Subsequently, strictly adhering to the five core processes of the SCOR model, it deeply identifies and analyzes typical operational risks across various stages of live-streaming e-commerce: demand forecast distortion and coordination gaps in the Planning (Plan) phase, sourcing constraints and quality control risks in the Procurement (Source) phase, rigid production capacity bottlenecks in the Manufacturing (Make) phase, logistics fulfillment delays in the Delivery (Deliver) phase, and irrational consumer backlash and reverse logistics backlogs in the Returns (Return) phase. Building on this, the paper selects “Brand A” as a case study, leveraging publicly available financial data and typical business events to validate the real-world impact and underlying causes of these risks. Finally, the paper proposes comprehensive risk mitigation strategies across the entire supply chain, including establishing cross-enterprise data-sharing platforms, adopting the “small orders, rapid response” flexible manufacturing model, optimizing front-end warehouse spatial layouts, and improving return filtering and reverse processing mechanisms. This research aims to provide live-streaming e-commerce enterprises with a structured theoretical framework and decision-making reference for identifying operational bottlenecks and building resilient supply chains.