Research On Influencing Factors Of M Fresh Food E-commerce Companies' Development Based On System Dynamics

Fresh food has perishable characteristics which cause its delivery time limit is strict and the unit cost is high,at the same time,in order to increase market share,fresh food E-commerce companies must give consumers preferential prices and ensure the quality of fresh products.These reasons make it difficult for many E-commerce companies to make profit and develop stable in the future.Therefore,it is important to comprehensively identify these factors that restrict the development of the fresh food E-commerce industry and find reasonable measures for key factors.This paper first summarizes the influencing factors based on the development and operation mode of M company,according to these factors,it establishes the causal picture of the influencing factors.Then it establishes a system dynamics model based on the annual trading volume of fresh e-commerce as an indicator of e-commerce development level,after that it uses Vensim to simulate the factors such as demand forecasting accuracy,on-time delivery rate,inventory control capability,increasing SKU quantity,e-commerce discount frequency,client humanization index and investment,then it ranks these influencing factors and find that the cold chain distribution and inventory control under the self-operated mode are the top two factors that restrict the development of M company.Exploring the influencing factors of cold chain distribution based on the characteristics of M company.Using Vensim to explore the investment factors,the layout of offline outlets,the factors of self-raising point setting,the standardization of express package size and the insulation performance,etc,then based on the simulation results propose some improvement methods.When exploring the factors affecting inventory control,first it establishes an inventory profit model,then use Vensim to study inventory duration,latency(delay of information,delay in order processing,delay in shipping),inventory temperature,product quality,and the impact of changes in consumer demand on inventory profit,after that,the model is improved according to the influencing factors and the order period is added and simulated the demand stability and discount promotion,find the optimized model is effective.Finally,it puts forward some suggestions and measures for M fresh food E-commerce Company.