Research On Supply Chain Distribution Mode Of Fresh Food E-commerce Platform Based On Effort Level

Since 2012,China's e-commerce fresh products have entered a stage of rapid development.According to the Economic Reference News,in 2018 China's fresh produce e-commerce market transactions have jumped to the scale of 200 billion yuan,and the industry growth rates in 2018-2020 are 41.2%,39.9% and 36.3%,respectively.It is predicted that in the following year,the scale of the entire e-commerce market for fresh products will climb to 705.42 billion yuan,with unlimited growth potential.How can we focus on product preservation efforts and fresh logistics distribution? The level of effort and the choice of logistics distribution mode suitable for the enterprise is a difficult problem that every fresh food e-commerce company needs to face.This article first investigates the current status of the fresh food e-commerce platform,determines the research direction through literature research,uses the Steinberg game to build the model,and uses MATLAB software to perform numerical simulation and analysis.Finally,a rough selection flowchart is designed for fresh food.Merchant platform to help choose a delivery mode.The specific works are as follows:(1)Model construction.Based on the literature research,the research objects were selected,and a two-tier fresh-food supply chain led by the fresh-food e-commerce platform and followed by the logistics provider was constructed.Based on the Stackelberg Game,the decision-making models under the outsourcing model and the self-operated model were separately calculated An optimal solution is explored;the impact of freshness efforts and distribution efforts on the decisions of each member of the supply chain is explored.(2)Numerical simulation and analysis.Use MATLAB to carry out numerical analysis of the optimal solution,and explore the effects of different factors on supply chain profits,product sales prices,freshness efforts,and distribution efforts through drawing;compare and analyze platform profits under the outsourcing distribution model and self-operated distribution model.It is concluded that in most cases,the profit of the fresh food e-commerce platform under the self-operated logistics mode is greater than that of the outsourced logistics mode,and only under specific conditions such as higher logistics distribution costs and inadequate cold chain system construction in the early stage of the self-operated distribution mode.The platform profit is greater than the self-employed model.(3)A rough selection flowchart of the distribution model is designed,and the final countermeasures and suggestions are proposed.Combining the results of the cost analysis,a rough selection flowchart was designed;the P platform was used as an example to verify the results of the flowchart to confirm its choice of logistics distribution mode on the fresh-product platform The above provides a basis for enterprises to choose a distribution mode;at last,I put forward suggestions on the distribution operation of the e-commerce platform,which has certain practical significance.