Evaluation and Improvement Strategies for the Service Efficiency of the “Last Mile” in the E-Commerce Logistics of Apples in Jingning County

本文以静宁县苹果电商物流为研究对象，聚焦其“最后一公里”配送服务。静宁县苹果电商物流存在基础设施待完善、人才紧缺、信息化水平低、配送服务水平低等问题，成因涉及配送成本高、冷链技术不健全、小微企业融资难度大等方面。为此，文章提出建设集运仓并邀请KOL带货、共享包裹自提柜、“联众配送”等创新模式；同时从优化电商基础设施、吸引人才、提高物流从业人员的服务质量、提升物流信息化水平等方面给出解决对策；还针对企业绿色创新与价值发展，提出加强技术研发合作、健全特色化人才培养、增加融资渠道、完善政策支持体系等建议，旨在提升静宁县苹果电商物流“最后一公里”服务效率，推动当地苹果电商产业的高质量发展。This paper takes the e-commerce logistics of apples in Jingning County as the research object, focusing on its “last mile” delivery service. The e-commerce logistics of apples in Jingning County faces issues such as inadequate infrastructure, talent shortages, low informatization levels, and poor delivery service quality. The causes include high distribution costs, underdeveloped cold chain technology, and financing difficulties for small and micro-enterprises. To address these challenges, the paper proposes innovative models such as establishing consolidation warehouses and inviting KOLs (Key Opinion Leaders) for live-streaming promotions, sharing parcel pickup lockers, and “joint public delivery”. It also offers solutions from perspectives such as optimizing e-commerce infrastructure, attracting talent, improving the service quality of logistics practitioners, and enhancing logistics informatization. Additionally, regarding green innovation and value development for enterprises, the paper suggests strengthening technological R&D collaboration, improving specialized talent cultivation, expanding financing channels, and refining policy support systems. The aim is to enhance the efficiency of the “last mile” service in e-commerce logistics of apples in Jingning County and promote the high-quality development of the local apple e-commerce industry.