Research On The Urban 2B/2C Cold Chain Logistics Joint Distribution Model And Its Pricing Game Problem

The terminal distribution of urban cold chain logistics is an important part of the service for urban residents,and it is also an important part of the whole cold chain.In recent years,with the rapid rise of fresh electricity supplier,the city B2C cold chain logistics is booming.But in the current stage of development of city B2C cold chain logistics,because of the characteristics of city B2C cold chain logistics for small batch,multi batch,multi variety and by reasons of distribution demand dispersion as well as smaller units distribution,the city B2C cold chain logistics terminal distribution costs high,which restricts the further development of cold chain logistics and fresh electricity supplier.Based on the above problems,this paper proposes a B2B+B2C cold chain logistics joint distribution model,and discusses its pricing scheme.(1)The paper expounds that because of the advantages of specialization,low cost,and high efficiency,the third party logistics will become the most mainstream cold chain logistics mode of most cold chain production and sales enterprises at the present stage of cold chain logistics development.(2)The paper then analyzes the operational characteristics,main distribution modes and existing problems of the B2B cold chain logistics distribution business and B2C cold chain logistics distribution business that are involved in the urban cold chain logistics distribution system that contains the third party logistics.Based on the current low utilization rate of B2B cold chain logistics,the high cost of B2C cold chain logistics distribution,and the joint distribution needs of B2B and B2C cold chain logistics distribution,the urban 2B/2C cold chain logistics joint distribution model is proposed.(3)The paper also discusses the non-cooperative and cooperative pricing game problem between the third party cold chain logistics enterprise and the fresh electricity supplier,with regard to the urban 2B/2C cold chain logistics joint distribution model,with the consider of the carrying capacity constraints of the B2B cold chain logistics.Based on the discussion,the pricing game model is proposed.(4)The paper provides an empirical study to verify the validity of the logistics joint distribution model and its pricing game model by using the genetic algorithm and the data collected from an actual case.Also,it is found that in different logistics model and strategy,when demand scale changes,the income of third party cold chain logistics enterprise also changes.The paper provides an analysis of this phenomenon and proves that the 2B/2C model can improve the B2C cold chain logistics profit effectively under a certain demand scale.