The Construction And Research Of The Evaluation System Of Fresh Agri-product Management Based On Network Consumption Trust

China has become the largest online retail market in the world.With the rapid development of e-commerce and network consumption,e-commerce companies began to get involved in the network marketing of fresh agricultural products.The market of fresh agricultural products in China is developing rapidly.how to establish a more effective consumer trust in network market has become an important issue in front of the fresh food network sales companies.In this paper,in order to enhance the trust of fresh products online consumer.Firstly,the concept,characteristics and components of the network consumer trust are systematically discussed from the view of the network consumer trust,the management theory of fresh agricultural products were analyzed from the aspects of supply chain,cold chain logistics and customer satisfaction.Secondly,through the actual investigation and correlation analysis,we found that the trust level of the fresh agricultural products network consumption is closely related to the management of the suppliers of fresh agricultural products,the management of the cold chain logistics,and the recognition of customer satisfaction management,specifically including degree of recognition in three aspects of honesty,ability,good faith of the supplier,cold chain logistics distribution and customer satisfaction management.Based on the investigation of the trust and its influencing factors of the fresh product network consumption,the evaluation system of the fresh product management level was constructed based on the network consumption trust.Finally,based on the example of electronic business platform of Z enterprise,this paper evaluates the management level of fresh agricultural products based on consumer trust in Z enterprises from three aspects of supplier management,cold chain logistics distribution management and customer satisfaction management.The results show that the product quality and safety,complaint handling efficiency,product information integrity,brandimage building capacity,personalized service quality had lower score.the necessary optimization measures were needed to take,establish a stable supply chain strategic cooperation relationship,improve the stability of fresh agricultural product quality,strengthen the precision marketing network and quality of fresh agricultural products,improve the economies scale of brand image;improve the cold chain logistics system;improve the processing ability of consumer complaints.This study has important theoretical significance for improving the management level of fresh products,and has important practical value for guiding the network sales enterprises to improve the level of consumer trust.