Research On Multi-objective Distribution Path Of Cold Chain Logistics Based On Customer Importance

With the rapid expansion of China's cold chain demand,the cold chain market competition is becoming increasingly fierce.How to reduce costs and increase efficiency and enhance its market competitiveness has become a problem that all logistics enterprises need to solve.With the rapid development of network technology,the emerging fresh e-commerce has further changed the consumption structure of cold chain demand,which will be another difficult problem for logistics and distribution.In the past,in the process of logistics distribution,logistics distribution service only planed the route with the lowest cost of logistics distribution,ignoring the influence of different customer groups on the enterprise interests.Facing the situation of many and scattered demand points and high timeliness requirements,logistics distribution enterprises should consider the additional services of important customers properly on the basis of meeting the basic needs of customers.Therefore,in the process of cold chain distribution,in view of the different influence of different importance customer groups on enterprises,it is of practical significance to reasonably prioritize the distribution sequence of important customers,reduce the expenditure of punishment cost,improve the quality of customer service as a whole,and tap the customer value to increase the source of profits of enterprises.This paper will study from the following three parts:(1)Set customer importance factor according to customer's previous purchase behavior to excavate customer value.In this paper,we considered that different importance customers bring different profit value to the enterprise,so before distribution,we used the relative coefficient of customers' average purchase quantity and purchase frequency to evaluate the importance of customers comprehensively.The value of customer importance affects the order of path distribution and the optimization of customer value,which includes the calculation of current customer purchase value and potential value.which includes the calculation of current customer purchase value and potential value.The former is based on the direct profit brought by the current customer purchase behavior.Part of potential value includes the profit value that may be brought by customers' purchase behavior after they are satisfied with this service,and the other part is the potential profit value that customers stimulate when they are satisfied with the effective positive publicity of the enterprise.When customers publicize,the possibility of publicity is related to customer satisfaction and customer importance,that is to say,the more important customers of the enterprise are satisfied with the service(the vehicle arrives within the agreed time window),the greater the potential value aroused,and the more expected benefits they will bring to the enterprise.(2)Establish the optimization model of cold chain vehicle distribution path based on customer importance.In view of the fragile and perishable characteristics of cold chain products,the customer importance value is taken as the priority factor,and whether the vehicle arrives within the agreed time window is taken as the measurement index of customer satisfaction.A dual objective distribution model with the lowest distribution cost and the largest customer value is established.In this paper,the penalty cost function of distribution cost was associated with the importance of customers,that is to say,logistics enterprises pay more penalty cost when important customers arriving early or delay,which is more suitable for the actual distribution situation.(3)Case study.A fresh food distribution center in Beijing was taken as an example,Using Matlab R2016 a programming tool to design genetic algorithm to solve the model constructed in this paper and the cold chain distribution model without considering the importance of customers.The results are showing that the customer value(estimated income)and customer satisfaction of the distribution scheme based on customer importance are greatly improved compared with the distribution scheme without considering customer importance,which shows the superiority of the model and the feasibility of the algorithm.There are 22 figures,8tables,and 52 references.