生鲜电商质量安全管控机制——基于京东生鲜的案例研究

摘要/Abstract

摘要： 在高质量发展背景下，生鲜电商如何有效进行质量安全管控以提高产品质量和相关各方主体收益备受关注。以京东生鲜为例，采用“动因—行动过程—影响”的逻辑轴线，探究了生鲜电商企业在不同发展阶段实现有效管控的动态过程，揭示了生鲜电商质量安全管控机制。研究发现：①生鲜电商质量安全管控主要经过探索建设期、深化管理期、能力沉淀期三个阶段，呈现“质量保证—质量改进—质量创新”的发展趋势；②生鲜电商通过“设计管控流程—明确质量标准—增强信号传递”这一动态过程，构建了全链路质量安全管控体系；③生鲜电商质量安全管控机制是通过质量干预、信号传递和适度管控影响上下游主体行为，降低不合格产品进入市场风险，激励生产商提高产品质量，促进产品优质优价，实现供应链网络均衡，提高交易效率。本研究不仅丰富和拓展了供应链质量管理理论在平台治理中的应用，也为生鲜电商企业质量安全管控提供实践启示。

关键词: 生鲜电商, 质量安全, 供应链质量管理, 管控机制

Abstract: Against the backdrop of high-quality development, how fresh food e-commerce platforms can effectively implement quality and safety control to enhance product quality and the benefits of all stakeholders has garnered significant attention. Taking JD Fresh as a case study, this paper adopts a “motivation-action process-impact” logical framework to explore the dynamic process by which fresh food e-commerce enterprises achieve effective control at different development stages, thereby revealing the mechanisms of quality and safety control in this sector. The findings indicate: (1) The quality and safety control of fresh food e-commerce primarily progresses through three stages, namely, exploration and construction, deepened management, and capability accumulation, demonstrating a developmental trend from“quality assurance to quality improvement to quality innovation”; (2) Fresh food e-commerce platforms construct a full-chain quality and safety control system through a dynamic process involving “designing control processes-defining quality standards-enhancing signal transmission”; (3) The quality and safety control mechanism of fresh food e-commerceinfluences the behaviors of upstream and downstream stakeholders through quality interventions, signal transmission, and moderate control, thereby reducing the risk of substandard products entering the market, incentivizing manufacturers to improve product quality, promoting a better-quality, better-price market dynamic, achieving supply chain network equilibrium, and enhancing transaction efficiency. This study not only enriches and expands the application of supply chain quality management theory in platform governance but also provides practical insights for quality and safety control in fresh food e-commerce enterprises.

Key words: fresh food e-commerce, quality and safety, supply chain quality management, control mechanism

陈红华, 张磊, 向南. 生鲜电商质量安全管控机制——基于京东生鲜的案例研究[J]. 管理评论, 2025, 37(12): 277-288.

Chen Honghua, Zhang Lei, Xiang Nan. Quality and Safety Control Mechanism in Fresh Food E-commerce: A Case Study of JD Fresh[J]. Management Review, 2025, 37(12): 277-288.

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