Research On Multi-objective Location Model Of Cross-border E-commerce Companies’ Overseas Warehouse

Along with the rapid development of cross-border e-commerce,the traditional cross-border logistics model such as postal parcels,international express delivery,and dedicated logistics have problems with high cost,low timeliness,high packet loss rate and reverse logistics function,which make overseas consumers’ cross-border shopping experience extremely poor,and it has been difficult to meet the development needs of cross-border e-commerce.The overseas warehouse model that has emerged in recent years can effectively solve these problems and has attracted the attention of the industry and researchers.Compared with the traditional warehouse location,the factors to be considered in the overseas warehouse location decision are more complicated and uncertain,and it is difficult to apply the current location method directly to the overseas warehouse location.At present,the research on the location of overseas warehouses mostly adopts qualitative and multi-attribute decision-making methods,while the application research of multi-objective optimization methods is relatively rare.This paper takes the issue of the location of overseas warehouses for cross-border e-commerce enterprises as the research background.In the case where domestic supply points have been determined,it is proposed to establish overseas warehouses in two of the six European demand areas,which have already met the demand for distribution services in overseas markets.After reading a large number of documents,the total logistics cost of overseas warehouse model is composed of cross-border transportation cost,local transportation cost and opening operation cost;According to the actual demand of overseas warehouse location,this paper introduces the market value into the overseas warehouse location decision for the first time.Through the analysis of the factors affecting the market value in the early stage,and the analytic hierarchy process is used to construct the market value evaluation system of the demand location,finally calculate the market value weights of each demand location and sort them;Introduce the concept of time window to establish a customer satisfaction function based on whether the delivery time meets the customer’s psychological expectations as a standard;By introducing market value and customer satisfaction,this paper establishes a multi-objective location model of cost and customer satisfaction with considering maket value.Because the cross-border logistics distribution service process is affected by many factors and there are many uncontrollable factors,this paper improves the traditional location model based on the actual situation of the research.In the actual situation,the demand for demand points is random,and the construction cost of overseas warehouses is also ambiguous.Therefore,this paper uses uncertainty theory to transform the multi-objective location model with uncertain variables into a deterministic variable model,which uses linear weighting method to transform into a single target model.Finally,a genetic algorithm is designed to solve the objective function by running the genetic algorithm in MATLAB software,and the location schemes under different preferences and whether market value is considered are compared and analyzed.It is concluded that the model constructed in this paper has a good effect on the rational allocation of resources by enterprises.