Research On Distribution Network Design Optimization For Fresh Product Under The Background Of New Retail

In recent years,the e-commerce distribution dividend of fresh product slowly increased.Driven by technologies such as big data and artificial intelligence,consumer-centric new retail came into being.As consumers have shifted from price-based consumption to value-based consumption,experiential consumption,and personalized consumption,current product-oriented distribution network cannot respond quickly to their diverse shopping service experience needs.Therefore,the establishment of a new "product + service" fresh product distribution network that is compatible with the new retail background is of great significance for improving the network operation efficiency.This network is designed to provide consumers with high-quality fresh products and diverse consumer services.From an enterprise perspective,taking the single-product fresh product distribution network as the research object,this paper designs a full-link distribution network that provides node function services.Considering fresh product perishability and network service characteristics,this paper defines the network node function service grade,combines non-proportionally increasing relationship between service cost and service value,introduces utility theory.Then,the demand function and consumer shopping value function related to sale price,freshness,node function service are constructed.Based on the single-objective optimization model with profit maximization,the dual-objective optimization model with consumer shopping value maximization and profit maximization is established.A numerical example is used to verify the model and compare the impact of different sensitivity coefficients on fresh product distribution network.These conclusions are as follows:1.The fresh product distribution network design under the new retail background will enhance consumers' personality,quality and diversity shopping service experience by providing consumers with high-quality fresh products and diverse consumer services,among which consumer services include diverse network node function services and flexible full-link distribution services.2.The fresh product distribution network design under the new retail background considers how to increase consumer shopping value.By designing diverse network node function service as well as flexible distribution link service in the fresh product distribution network,and increasing the network node function service grade,the fresh product freshness and the network service level is improved,which stimulates market demand and continues to improve consumer shopping value.3.The fresh product distribution network design under the new retail background takes consumer shopping value and enterprise operating profit into account.As the increase in consumer shopping value will bring about a simultaneous increase in transportation cost,service cost,production cost and other expenses,the distribution network design comprehensively considers the establishment of a dual-objective model that aims to maximize consumer shopping value and profit.With the improvement of fresh product freshness and network service,although consumer shopping value continues to increase,after a certain limit is exceeded,the increase in demand brings an increase in sale revenue,the cost increase is more significant to result in a decrease in profit.That is there is a contradiction between the changing trend of consumer shopping value and the changing trend of profit.Therefore,it is necessary to consider consumer shopping value and operating profit according to actual goals.Reasonably improving fresh product freshness as well as suitable network service is good for providing consumers with higher shopping value and increasing operating profit as much as possible to obtain relatively excellent network operating efficiency.The "product + service" fresh product distribution network reflects the consumer-centric new retail concept.On the basis of ensuring fresh product freshness,it can provide diverse network node function services and flexible full-link distribution services.While it maximizes consumer shopping value,it maximizes enterprise operating profit.Thus,it will further improve the distribution network overall operating efficiency and provide a feasible idea about actual operation management for fresh enterprises.