| In recent years,under the guidance and rapid promotion of innovative information technologies such as Internet,mega data and mobile devices,and with the outbreak of "New Retail" elements and formats,China's fresh e-commerce market has been developing rapidly.The instant consumption of fresh agricultural products has become a rising star in the e-commerce industry,and the development mode of the combination of new retail and fresh products has been paid attention to and discussed by the people in the industry.However,fresh products,as special products,have high requirements for cold chain logistics and terminal distribution.As some B2C e-commerce enterprise,fresh business in the city of actualization of strengthening the construction of cold chain logistics at the same time,the end of the cold chain distribution services are also exposed many problems,such as fresh orders not to distinguish the priority distribution,instant delivery timely,value-added services is imperfect,site problems such as improper operation lead to quality deterioration and consumer complaints happen,poor area consumption experience.Therefore,the enterprise wants to gain a foothold in the market,should be based on user omnidirectional demand,timely grasp the customer satisfaction,to seek a more effective birth some samples of the distribution management services,to improve the traditional distribution does not match the development of the "New Retail" problem,to better complete with consumer product delivery capacity,the enterprise long-term development plays an important role.Based on the background above,this thesis selects K company as the study object and takes Chengdu area as the research area.Through the evaluation and research on the quality of delivery service at the end of cold chain logistics of fresh products of this company,it discussed how e-commerce could improve the delivery service quality of fresh product under the new retail.First of all,it introduces the status quo of cold chain logistics and terminal distribution services of fresh products in K company,integrates the development of fresh products in "Online Self-supporting Platform Business" and "Offline Store Supermarket Business",expounds the distribution process,mode and service characteristics,and the actual problems are explained.Secondly,on this basis,the industry characteristics,distribution service reference indicators and potential problems of the company under the new retail are analyzed,and initially selects the indicators for the evaluation of the company's fresh product delivery service quality.Thirdly,the initial indicators are screened,tested for reliability and validity,and adjusted for analysis.The multi-objective decision making method--Analytic Hierarchy Process(AHP)is adopted to construct an evaluation index system applicable to the evaluation of fresh product delivery service quality of K company under new retail.Furthermore,combined with the survey data of terminal distribution,the Decision-making Trial and Evaluation Laboratory method(DEMATEL)and the fuzzy comprehensive evaluation method were introduced to build the model and calculate.Through vertical and horizontal comparison,the weak factors and problems in the evaluation results are analyzed,and Suggestions are given from three aspects for the company to improve the quality of fresh food distribution service in Chengdu area.Finally,the thesis makes a summary of the research contents,and summarizes up the shortcomings.The research in this thesis will bring positive benefits to the long-term development of fresh food distribution service under the urban operation of K company,and provide a basis for consumers to better choose fresh food e-commerce in new retail.Finally,the new retail platform,the development of fresh product distribution service of K company and the virtuous circle of consumers' shopping sense can all benefit. |
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