Study On The Competitive Location Of Raw And Fresh Milk Factory

With the continuous improvement of people's living standards,the market share of raw milk is growing,and the requirements of consumers for the freshness of dairy products are constantly improving.There are variou's kinds of direct selling business models of raw milk.Major manufacturers have launched fresh milk products with better taste,higher nutrition and shorter shelf life.The fresh milk products in this paper refer to the fresh milk which has not been sterilized or sterilized by ultra-low temperature.It can be preserved for 24-36 hours under 4?.The fresh-keeping ability and distribution efficiency of raw milk in the sales process will directly affect the market competitiveness of raw milk manufacturers.In this paper,Based on the above problems,combining the previous theoretical research on the calculation of fresh milk freshness,customer satisfaction and competition model,we transform it into a more suitable competition location model forfresh milk factories.Based on the theory of fresh milk distribution process and freshness test,this paper designs the calculation formula of fresh milk freshness decline;improves the traditional huff gravitation model,designs the gravitation model with freshness as the index,and combines customer selection behavior with after-sales satisfaction;on the basis of the maximum coverage model,introduces the related theory of multi commodity competitive location problem,according to The production and distribution strategies of products are divided into commodity categories,and a differentiated competition model is established.Finally,a two-level optimization model for the location of raw milk factories is designed.The upper level model takes the maximization of enterprise profit and market share as the objective function,the lower level model takes the maximization of customer satisfaction as the objective function,and a hybrid algorithm of NSGA-? and Tabu Search algorithm is used to solve the model.Numerical experiments show that the effectiveness of the model and algorithm is effective.And this paper also analyzes the location risk faced by enterprises when the actual market demand is lower than expected,and the role of the model in helping enterprises to fight against such risks.