Research on the Performance Evaluation of Taocaicai Fresh Agricultural Products Supply Chain Based on Fuzzy Comprehensive Evaluation

在消费升级与数字化转型的双重驱动下，生鲜电商平台已成为满足居民日常生鲜消费需求、推动农产品流通变革的核心载体。本文以淘菜菜生鲜农产品供应链为评价对象，从冷链供应链能力、信息化程度和服务质量三个角度出发，构建生鲜农产品供应链绩效评价体系；利用层次分析法(AHP)确定指标权重，根据层次分析法结果建立模糊综合评价模型对指标权重进行评价。并通过最终结果对淘菜菜生鲜农产品供应链绩效进行有效评价。结果发现：淘菜菜生鲜农产品供应链绩效评价得分较高，总体绩效较好，但其中冷链供应链能力评分较低，还需要进一步加强。以此提出强化基础设施建设、提升技术应用水平、完善供应链协同管理机制和重视人才培养与引进的对策建议。Driven by the dual forces of consumption upgrade and digital transformation, fresh food e-commerce platforms have become the core carriers for meeting residents’ daily fresh food consumption demands and promoting the transformation of agricultural product circulation. This paper takes the fresh agricultural product supply chain of Taocaicai as the evaluation object and constructs a performance evaluation system for the fresh agricultural product supply chain from three perspectives: cold chain supply chain capacity, informatization degree, and service quality. The index weights were determined by using the Analytic Hierarchy Process (AHP), and a fuzzy comprehensive evaluation model was established based on the results of the AHP to evaluate them. The performance of Taocaicai’s fresh agricultural product supply chain is effectively evaluated through the final results. The results show that the performance evaluation score of Taocaicai’s fresh agricultural product supply chain is relatively high, and the overall performance is good. However, the score of the cold supply chain capacity is relatively low and still needs to be further strengthened. Based on this, countermeasures and suggestions are put forward for strengthening infrastructure construction, improving the level of technology application, perfecting the collaborative management mechanism of the supply chain, and attaching importance to talent cultivation and introduction.