Research On Logistics Distribution Mode Of Fresh Products Sold Online

With the rapid development of e-commerce and the formation of consumers’ online purchase habits,online channels have become one of the main sales of fresh products.Relying on the e-commerce platform,fresh products with geographical characteristics can be sold all over the country.This can not only increase the fresh products demand and increase the revenue of producers,but also meet the diversified needs of consumers.The timeliness of delivery is a key factor affecting consumers’ online shopping experience.Especially for fragile and perishable fresh products,the delivery time will directly affect the product quality.There are a large number of third-party logistics service providers with different service levels.In view of this,this paper studies the product pricing and logistics distribution mode of fresh producers selling online,and comprehensively uses the methods of game theory,comparative analysis,optimization and numerical simulation to compare and analyze the producer’s profits under different logistics distribution modes.The research can provide theoretical basis and practical guidance for producers about online operation.First,it analyzes the choice of logistics distribution mode of the fresh producer when the logistics service market is competitive.Specifically,the producer can choose third-party logistics service providers with higher delivery time,or third-party logistics service providers with lower logistics service costs,or choose dual-source logistics service to meet different market segments consumer preferences.This paper builds the supply chain consisting of a fresh producer and two third-party logistics service providers with different service levels.It describes the influence of the fresh product quality and price on consumers’ purchasing behavior,then establishes the market demand functions under three logistics distribution modes.The optimal logistics distribution strategy is analyzed with the goal of maximizing the producer profit.The research results show that the perishable rate of fresh products affects the choice of logistics service providers in the single-source logistics distribution mode.And the dual-source logistics distribution mode is not always optimal for fresh producer.When the distribution cost of the high-level logistics service provider is high,the producer will switch from the dual-source logistics distribution to the low-level logistics service provider.However,there is no situation in which high-level logistics service providers dominate the competition.Secondly,fresh producers usually open a variety of online sales to expand market share,such as platform self-operated stores and flagship stores are common.The fresh producer and the e-commerce platform are not only partners,but also have competition in the online market.The emergence of e-commerce platform with logistics has become an important choice for the producer to distribute fresh products.In addition,this paper studies whether the fresh producer choose platform logistics to distribute fresh products when online channels compete.Specifically,the e-commerce platform can distribute fresh products through a self-built logistics service system,and also share logistics services with the producer.The producer needs to consider whether to use platform logistics service to distribute fresh products.A supply chain with competition and cooperation relationship composed of a fresh producer and an e-commerce platform is established.Then construct the demand function of double competition of quality and price.The optimal pricing decision and logistics service sharing conditions are obtained with the goal of maximizing the profit of supply chain members.The research results show that when the potential market demand is not high and the logistics service gap is large,it is beneficial for the producer to choose the platform logistics distribution mode.The dynamic platform logistics service price can attract the producer to choose the platform logistics service,and effectively expand supply chain members’ win-win situation.On the one hand,the paper enriches the theoretical research on the distribution mode of fresh products sold online.On the other hand,the research conclusions are of great significance to promote the sales of fresh products and increase profits of producers,and can also provide guidance for producers’ logistics distribution decision-making.