The Optimization Research Of Community Joint Distribution Based On Persona

In recent years,with the rapid development of e-commerce and the maturity of new retail,the new consumer demand has been continuous emerged,and the last mile distribution has been brought great pressure.The feature of the last mile distribution:many customers,wide distribution,small batch,uneven order distribution of the last mile distribution service demand side and the supply and demand relationship of distribution capacity in different time curb together the improvement of last mile distribution efficiency.At the same time,due to the diversification of distribution goods,end users have put forward new requirements for last mile distribution.Improving the delivery efficiency and reducing the distribution cost of the community last mile distribution system has always been the direction of logistics enterprises,including scientific research.This dissertation presents a community co-distribution mode based on the persona,which could guide the community joint distribution practice.This community co-distribution mode will insider the types of users which obtained by clustering.Through questionnaire,this dissertation gets community user data about last mile distribution.Then,through the radar-entropy value method,the dissertation establishes individual user portraits of basic information,behavior preferences,service values and psychological identities.Next,users clustering is carried out by simple Kmeans method.Without taking basic information into account,there are four different types of users,{door-to-door delivery,active high value,low participation},{door-to-door delivery,inactive,low participation},{self-pickup,active high value,high participation} and{self-pickup,inactive,high participation}.These four user types will provide some model variables.Then this dissertation proves that implementation community co-distribution will benefit both distribution service providers and the whole community distribution system through economic analysis,which could reduce costs and increase benefits in last mile distribution.Considering the user's behavior preference between door-to-door delivery and self-pickup,as well as the value of users,this chapter establishes a community co-distribution model based on persona.Finally,through a case,it is proved that community co-distribution could reduce the last mile distribution cost and increase efficiency,reduce environmental pollution and ease traffic congestion.There are 20 figures,17 tables and 62 references.