Research On Cold Chain Logistics Distribution Of Agricultural Products Based On O2O

With the continuous improvement of living standards,people's demand for fresh produce has become more and more prosperous.The cold chain logistics of our country's traditional agricultural products cannot meet the needs of the contemporary urban people,whether in terms of timeliness or service.Therefore,more rapid and efficient marketing of agricultural products is in urgent need of development.In 2010,the e-commerce vacated to provide new sales channels for agricultural products,greatly shortening the storage and transportation time of agricultural products,and advanced cold chain equipment makes fresh produce began to gradually Into the thousands of households.The e-commerce model is continuously updated and changed,from C2C to B2C,and so far the best e-commerce model O2O has been developed.The purpose is to provide customers with more thoughtful and convenient services.Therefore,this paper uses the O2O mode as a basis and learns from foreign countries,combined with the status quo of domestic cold chain logistics of agricultural products,to design a distribution model for cold chain logistics of agricultural products under the O2O mode.Under this mode,the integrated operation of agricultural products can be realized from purchasing to distribution,which not only facilitates people's purchase,meets higher-level living needs,improves the quality of people's lives,but also expands the distribution channel of agricultural products,rationally allocates agricultural resources,and reduces agricultural products loss.It will provide the idea of keeping pace with the times for the development of China's agricultural cold chain logistics in the future.This article firstly introduced the related concepts and theoretical knowledge of cold chain logistics of agricultural products,enumerated the three parts logistics modes of self-operated cold chain,third-party cold chain and mixed cold chain,analyzed the advantages and disadvantages,and described the current status of cold chain logistics of agricultural products in China and proposed the existence problems.To solve these problems,in light of the latest O2O e-commerce concept and the experience of overseas cold-chain logistics models for advanced agricultural products,based on the domestic cold chain logistics of traditional e-commerce agricultural products,the concept of O2O agricultural products cold chain logistics model suitable for China's development is proposed.Secondly,after analyzing the characteristics of O2O agricultural products cold chain logistics distribution,this paper further studied the controllable and uncontrollable factors affecting the cold chain logistics distribution of agricultural products.In accordance with the overall design principles and sub-module design principles,this paper designed the online to offline agricultural product cold chain logistics and distribution supply chains leading by supply chain upstream and e-commerce platforms and supply chain downstream.Finally,the case analysis was used to identify the most reasonable agricultural product cold-chain logistics supply chain under certain conditions,and specifically described the realization of its distribution process,and evaluated and analyzed its distribution process through fuzzy comprehensive evaluation method.The overall evaluation result is better,indicating that the distribution process is reasonable and further research will be conducted on the issues raised.