Research On The Supply Chain Optimization Strategy Of Rural E-Commerce Company M In The Fresh Fruit Agricultural Products

With the rising consumption level of C hinese residents,people’s consumption demand for fresh agricultural products is also increasing,and the rise of rural e-commerce has brought a new direction of development to the sale of fresh agricultural products.2021,C hina’s agricultural products network retail sales amounted to 422.1 billion yuan,of which the fruit network retail sales amounted to281.6 billion yuan,accounting for more than 50%.2022,the state issued a policy,clearly putting forward Support to accelerate the construction of agricultural products supply chain system,fruit e-commerce into a period of rapid development.However,at the same time,the perishability and inconvenience of transportation of fruits themselves have long restricted the construction and development of the supply chain of fresh fruit agricultural products.How to optimize the supply chain and deliver fresh fruits to consumers in the fastest time and with the lowest loss has become a key problem for fruit e-commerce enterprises,especially those in rural areas.This thesis aims to reduce the loss of fresh fruit circulation and improve the efficiency of the fresh fruit supply chain,and conducts a study on the supply chain optimization strategy of fresh fruit agricultural products of rural e-commerce company M(referred to as M company).The main content of this thesis is divided into three parts.Firstly,the research status and achievements of the supply chain of fresh fruit e-commerce enterprises at home and abroad are reviewed,and the current situation and problems of the supply chain of fresh fruit agricultural products of Company M are analysed.Secondly,based on the actual operation of Company M,the fresh fruit agricultural products supply chain optimization strategy is proposed:the possible risks in the nodes of the fresh fruit agricultural products supply chain of Company M are identified and evaluated by using the hierarchical analysis method;the evaluation model of fresh fruit suppliers is constructed by using the grey comprehensive evaluation method to precisely select suppliers;the fresh fruit sub-channel procurement model is constructed to broaden the fresh fruit procurement channels;the mobile The introduction of mobile "source pre-cooling" and "sowing sorting" to optimise the primary processing mode of fresh fruit;the use of the "intelligent temperature control" concept to improve the freshness preservation mode of logistics and transportation;The internal layout of fresh fruit warehouses was re-planned to achieve flexible and adjustable warehousing;the information management platform of M’s fresh fruit supply chain was built by applying technologies such as "5G" and "RFID sensing".Finally,the thesis proposes safeguards and recommendations to further support the smooth implementation of the optimisation strategy.The contribution and innovation of this thesis lies in the study of the fresh fruit supply chain of small and medium-sized rural e-commerce enterprises,represented by Company M.The risk evaluation system of fresh fruit supply chain nodes is constructed,and emerging concepts such as origin pre-cooling and smart logistics are applied in practice to explore the framework and model of fresh fruit supply chain in line with the busine ss reality and local geographical environment of these enterprises.This thesis has successfully practiced the optimisation of the supply chain of fresh fruit agricultural products for rural e-commerce enterprises,improving the efficiency of the supply chain of fresh fruit agricultural products for Company M.It also provides a reference and reference for other similar rural fresh fruit e-commerce enterprises to optimize their supply chains.