| With the rapid development of Internet and all kinds of mobile terminals,online shopping has become an important part of people's lives,e-commerce business model has also been quickly recognized by the market.At the same time,with the concept of "Internet +" and "mass entrepreneurship and innovation" concept proposed,e-commerce itself also constantly development new pattern.Fresh e-commerce is the new direction of the development of the e-commerce in recent years.It means the direct sale of fresh products on the Internet by means of e-commerce.Because of fresh commodities compared with ordinary commodities,not easy to save and easy to damage,the need for low temperature preservation of goods in the logistics,puts forward higher requirements for the logistics dispatching,so the cold chain logistics industry is out of taking advantage of an opportunity.However,from the current point of view,the development of cold chain logistics and practical application is far from people's expectations,due to logistics problems caused by fresh goods damage occurs.Especially for the cold chain logistics delivery link,it has become the most critical link of the fresh e-commerce logistics distribution,and there are also the most risk links.How to control and prevent these risks,reduce or even avoid the loss of fresh goods in the process of distribution,has become the focus of many fresh e-commerce enterprises.On the basis of summarizing the related literatures of fresh e-commerce and cold chain logistics distribution at home and abroad,analyses the fresh e-commerce and cold chain logistics development present situation and development trend,based on the SERVQUAL model,cold chain service requirement and capability evaluation index of logistics enterprises,and interviews with many experts and fresh e-commerce enterprises employees,get the risk sources and risk types of the cold chain logistics terminal distribution,the initial evaluation index system of terminal distribution risk of fresh e-commerce cold chain logistics was constructed.And the questionnaire according to the initial design of index system,issuing questionnaires,testing a series of initial index system through the data,ensure its integrity and effectiveness,exclude the weak correlation index,get the final set of indicators.Then,the weights of the corresponding dimensions and indexes were calculated by expert scoring method and analytic hierarchy process.Finally,combining the best representative of the fresh e-commerce enterprise motion optimization case study,through fuzzy comprehensive evaluation method,obtain the motion optimization risk score of terminal distribution.Case studies show that: in the motion optimization cold chain logistics distribution risk of final link,the "fresh commodity risk","cold chain facilities risk" and "service risk of distribution personnel" evaluation result was higher risk,the evaluation result of "information transmission risk" was lower,and the evaluation result of "external environment risk" and "financial risk" was general risk,comprehensive risk was general,which shows that the overall risk of the cold chain logistics distribution was not high,which conforms to the actual situation of field research,and put forward corresponding suggestions according to the results.Mainly include: improve the cold chain logistics network coverage,reduce the cost risk;realize the personalized customization of commodity packaging,real cold preservation,reduce commodity consumption;improve the quality of distribution service personnel,and strengthen service quality;strengthen the cold chain own vehicle management and scheduling,improve transportation efficiency;develop O2 O model to enhance customer experience.This research not only provides decision-making basis for the relevant fresh e-commerce enterprise at the terminal distribution of risk control,but also help reduce the risk of economic loss in the cold chain distribution in fresh e-commerce enterprises,enhance the efficiency of delivery. |
PDF Full Text Request