湖北科技学院学报

随着我国电商行业和物流产业的飞速发展，生鲜行业逐步打破传统的经营模式，走上了生鲜电商的发展道路。在生鲜电商的快速发展过程中，暴露出许多问题，诸如消费者对生鲜产品信息的信任度不高、物流损耗高等等，这些问题影响着消费者的体验和行业的健康发展。区块链技术作为一种新兴技术，是解决生鲜电商环节中相关问题的有效技术手段。本文在分析我国生鲜电商现状的基础上，基于消费者的调研和区块链技术的特点，探讨将区块链技术应用到生鲜电商中以优化供应链以及进行生鲜农业产业升级的解决方案。

With the rapid development of China's e-commerce industry and logistics industry, the fresh food industry has gradually broken the traditional business model and embarked on the development path of fresh food e-commerce. In the process of rapid development of fresh food e-commerce, many problems have been exposed, such as consumers' low trust in fresh product information, high logistics loss, etc. These problems affect consumers' experience and the healthy development of the industry. As an emerging technology, blockchain technology is an effective technical means to solve the problems related to fresh food e-commerce. Based on the analysis of the current situation of fresh food e-commerce in China, based on consumer research and the characteristics of blockchain technology, this paper discusses the solution of applying blockchain technology to fresh food e-commerce to optimize the supply chain and upgrade the fresh agricultural industry.