Research On Distribution Cost Control Of Omni-channel Supply Chain Driven By SoLoMo Consumption

The Variability of industrial economic demand and the diversity of consumer demand have accelerated the speed of market professional segmentation.The division of labor of enterprise has become more and more streamline and specialization,and the complexity of purveyance has been strengthened.Under the environment of "Internet +" and the public entrepreneurship,more and more minor enterprises are born,and they inject new ideas and technologies to the traditional supply chain constantly,then enter the era of Omni-channel supply chain driven by dynamic consumer.Omni-channel supply chain regard big data as technical support and respond to consumer demand quickly and provide personalized high quality service.This allocation mode of multiple channels of make the products internet and services digital,and it promotes Omni-channel supply chain to reform and reorganization comprehensively,therefore,the Omni-channel supply chain will become the development trend of the retail industry.The development and application of the Omni-channel supply chain has satisfied the dynamic demands greatly of the consumers aren’t restricted to multiple channels.The Internet innovation application has formed three fulcrums of socialization,localization and mobile,and the SoLoMo mode emerges as the times require.Contrary to the characteristics of SoLoMo consumer,the paper puts forward individual distribution model of regarding consumer experience as the center and service level as the guide,thereby meets SoLoMo consumers’ distribution needs in the omni-channel supply chain.The paper regards SoLoMo consumer as the driving factor and the terminal distribution cost as the goal,this paper constructs the omni-channel supply chain distribution cost model and the joint distribution model.Firstly,it analyzes the activity constitution and cost drivers of joint inventory and distribution,optimizes key factor of omni-channel distribution activity costs to avoid repetitive activities of the activity chain.Secondly,aim to the SoLoMo dynamic demands to determine to regard OVRP as an optimization means,and build the omni-channel supply chain joint distribution mode,the mode leads into the concept of timeline and design two-stage distribution plan of "initial distribution + real-time distribution" so that responses SoLoMo consumer needs in time.In the end,taking G enterprise as an example to optimize the process of distribution,on the one hand,it analyzes the effective resource utilization of the omni-channel distribution activity chain,integrates warehousing,manpower,capacity and material resources,and makes overall planning based on the existing distribution mode;On the other hand,based on the omni-channel supply chain joint distribution mode to solve the distribution cost of dynamic time.The results show that the two-stage distribution plan can solve the problem of controlling the distribution cost of SoLoMo dynamic demand at different time effectively.The emergence of mobile Internet to subvert the traditional thinking of the Internet,this subversive drive enterprises to regard meeting the dynamic needs of consumers as the center,reshape its retail model and form the innovative SoLoMo mode.Driven by the SoLoMo mode,consumers have the characteristics of randomness,diversity and uncertainty,on the one hand,it will cause jumping changes of the inventory and distribution mode;on the other hand,it will affect the actual distribution operation process of logistics system,and then affect the distribution costs.Therefore,research on the conformity of distribution costs of omni-channel supply chain driven by SoLoMo has the theoretical,practical and economic significance.