Research On Location Selection Of Fresh E-commerce Cold Chain Distribution Center Under New Retail Environment

Since traditional fresh e-commerce has no physical business place,its commodity loss is higher than that of traditional entity fresh-keeping enterprises.In the face of consumers' diversified and high-quality life needs,consumers do not feel good user experience,so they Trust is not high.In addition,the high cost of cold chain logistics restricts the development of fresh e-commerce enterprises,so that fresh e-commerce always faces the situation of high cost,high competition,low profit and difficult expansion.The lack of consumer experience and services brought by its online business,it is difficult to expand the consumer market simply by relying on online,traditional fresh e-commerce has to seek opportunities to develop offline business.In 2016,Ma Yun,the founder of Alibaba,proposed a new retail business model of “online and offline and strong logistics”at the Yunqi Conference,which gradually transformed the fresh e-commerce industry.This paper takes the development of cold chain logistics of fresh e-commerce enterprises in the new retail environment as the research background,and conducts in-depth analysis based on the theory of “new retail”,through the combination of AP clustering algorithm,entropy weight method and binary semantics.The location decision method is used to study the location planning of the cold chain logistics distribution center.The main research contents are as follows:(1)Based on the previous research,this paper analyzes the factors affecting the location of cold chain logistics distribution center from the perspective of new retail.Through the literature research method and the actual situation of the fresh e-commerce enterprise itself,a targeted system of influencing factors for the location of the cold chain distribution center is scientifically established.(2)Through the AP clustering algorithm,the primary selection of the cold chain distribution center is obtained,and the candidate points of the distribution center are obtained.Secondly,the entropy weight binary semantic combination method is used to select the cold chain distribution center to obtain the best distribution center location.(3)Applying all the physical stores under the Box Horse Fresh Food Enterprise Line in Shanghai as the research object,and verifying the validity and applicability of the above location decision method.Finally,this paper puts forward some feasible suggestions: Under the new retail development trend,traditional fresh e-commerce companies should try the resource integration model,that is,online and offline integration.Specifically,it is to set up a cold chain distribution center,that is,a “front warehouse”.By laying a physical store under the line,the “point” with “face” and “store integration” can be used to shorten the delivery distance and save delivery time.This also puts forward higher requirements for cold chain logistics.In order to be able to adapt to new consumption scenarios with fragmented demand and rapid response,the cold chain logistics network needs to reconstruct the "flow" between nodes.Fresh e-commerce companies should focus on the storage facilities and transportation facilities of cold chain logistics,carry out independent research and development of fresh-keeping technology,cold chain transportation traceability system and new energy coldchain electric vehicle cold storage technology,and produce new energy electric cold chain vehicles to create "Green Smart Logistics."...