Research On Logistics Performance Evaluation System Of FMCG In U Company’s DTC Mode

DTC mode is a new trend in the FMCG industry in recent years,that is,the use of mobile Internet technology and big data to get rid of the dependence on traditional media and middlemen channels,and face to face with consumers for advertising,product sales and data collection.With the prosperity of online economy under the COVID-19,many FMCG giants,including U Company,have also begun to try the strategic transformation of the supply chain under the DTC mode,and the logistics end is regarded as the key starting point of the strategic transformation because it is carrying important functions such as physical delivery of products and consumer data feedback.Therefore,in the face of the FMCG logistics performance under the DTC mode,which is a new fuzzy supply chain object,how to construct an effective evaluation system,and then achieve the measurement of strategy implementation and improve the direction of guidance,has become an urgent problem to study.This thesis takes the strategic transformation of logistics end under the DTC mode of U Company as the research object.Firstly,based on the basic elements of modern logistics,the thesis analyzes the operation status of logistics end,and summarizes its current characteristics and evaluation difficulties under the DTC mode.Secondly,based on the SCOR model,the supply relationship model of "factory-DTC business warehouse-C-end customer" was established.Combined with the process element tools,the standardization analysis of the progress direction of the operation process reform was carried out,and the relevant indicators of the operation process were selected.Thirdly,in order to fit the important strategic background of the participants in the plan of creating shared value of U Company,the improved six-dimensional BSC framework was used to select the indicators of each dimension,and the reliability and validity test was combined to complete the construction of the indicator system model.Finally,considering the complex correlations among indicators in the logistics end,which is dominated by continuous production activities,a network structure model was built using the hierarchical relationship shared by ANP and BSC,and the software Super Decisions was used to solve the weight of indicators.In addition,in the early part of the strategic transformation,index evaluation standard is also a degree of fuzzy and uncertain,so for all kinds of index,respectively,to choose the appropriate membership functions,combined with the enterprise involved in DTC at all levels and departments of the business experts to fuzzy comprehensive evaluation,finally complete build effective evaluation system.Through the application of BSC-SCOR joint model and Fuzzy-ANP method,this thesis realizes the construction of evaluation system for new Fuzzy supply chain objects by five steps:analysis of current situation characteristics,disassembly of operation process,domination of strategic objectives,consideration of index correlation and Fuzzy evaluation treatment,which has certain practical significance.Through the analysis of the evaluation results of the actual data,at present,the logistics end under the DTC mode of U Company needs to further improve its digitization level,information sharing degree,response speed and production efficiency under the new mode,so as to improve the overall performance of logistics end.