Location Selection And Route Planning Of Pre-Warehouse For Fresh Produce E-Commerce Considering Customer Satisfaction

Driven by the rising level of socio-economic development and the rapid development of Internet technology,China’s fresh food e-commerce market is developing at a rapid pace,and the market penetration rate is increasing year by year.At the same time,with the change of people’s consumption concept and consumption habits,the quality of products and delivery time efficiency are increasingly concerned by consumers.In order to better meet the needs of consumers,fresh food e-commerce enterprises continue to innovate the mode of operation,fresh food prewarehouse came into being,greatly reducing the delivery time and delivery distance of fresh products.However,in actual operation,due to improper site selection and unscientific path planning,pre-warehouse operators generally face high operating costs and untimely delivery,which affects the profitability of front warehouse operators and also leads to rising customer complaints.How to carry out scientific and reasonable location and route planning of the front warehouse is an important measure for fresh produce e-commerce enterprises to effectively reduce enterprise costs and improve customer satisfaction.In view of this,this paper introduces the prewarehouse,customer satisfaction and the related technologies and methods used in this paper on the basis of sorting out the related research results at home and abroad,proposes the method of determining the alternative points of pre-warehouse for fresh produce e-commerce,establishes the mathematical model and designs the solution algorithm,and studies the pre-warehouse location and route planning of fresh produce e-commerce considering the customer satisfaction with the actual cases.The main research of this paper is as follows:(1)A GIS-based method for determining the alternative points of the forebay is proposed.According to the geographical distribution of customer demand points,K-means clustering is used to obtain the location information of 273 customer demand points after aggregation.This paper analyzes the influence of traffic conditions,competitors and service radius on the location of prewarehouse for fresh produce e-commerce,creates Voronoi for customer demand points using Arc GIS software.The Voronoi’s node and the point on the common boundary with the closest distance to the customer demand point are used as alternative points for the pre-warehouse of fresh produce e-commerce.And a buffer and overlay analysis of road and competitor data within the study area was also conducted,resulting in a total of 22 alternative locations for the prewarehouses of fresh produce e-commerce.(2)Considering customers’ requirements for delivery time and product freshness,a multi-objective site-path model considering customer satisfaction is established with the objectives of minimizing total cost and maximizing average customer satisfaction of the enterprise.Chaotic sequences are introduced to design an improved fast non-dominated ranking genetic algorithm with elite strategy(NSGA-II),and the model is programmed with MATLAB software to complete the model solution by combining Solomon’s standard calculation example,and the effectiveness of this paper’s model and algorithm is verified by comparing and analyzing it with the model considering only the cost objective and the traditional NSGA-II algorithm.(3)Taking Fuzhou City as an example,the relevant data were brought into a multi-objective site-path model considering customer satisfaction,and the improved NSGA-II algorithm was used for multiple calculations to select the six sets of solutions with the highest number of occurrences of the same objective function value,and the optimal solution was obtained by combining the Stochastic Multi-Attribute Acceptability Analysis method(SMAA-2).The optimal solution corresponds to a total enterprise cost investment of 846,221.402 yuan,with an average customer satisfaction rate of 85.3%,a total of 19 selected front-end warehouses,and a customer demand point coverage rate of 78.76%.(4)Combined with the results of the case study,four countermeasures are proposed to optimize the location of fresh produce pre-warehouse from the aspects of building the distribution mode of "self-operated + outsourcing",setting the service radius of front warehouse flexibly,improving the configuration of cold chain facilities,and enhancing the integration of logistics information system,which provide reference for the optimization of distribution network of fresh produce e-commerce enterprises.