Research On The Policy Of Home-delivery For Food Based On E-commerce

In the beginning of this century, the home delivery was introduced into China mainland and began to be studied. Under the impetus of the Internet+(Internet plus era), the home delivery policies of E-food lead to more and more thoughts in E-commerce industry. Now the E-commerce distribution problems are more focused on the path planning, the distribution model and the costs and benefits. About the thoughts on strategy are insufficient. In the thesis the B2C E-food home delivery policy is designed in the strategic perspective. The policy much more focuses on the home delivery service radius basing on the E-food classification and the pricing strategy. The theoretical tools and research methods in this thesis are obtained from actual operation. The policy is tested by the actual case, so it has a very important practical significance.Firstly, the concept of home delivery is defined. The development quos of E-commerce food enterprises and E-food home delivery are analyzed in depth. Both of the development characteristics and development trends are generalized. Make the all above serve as a research base, through comparative analysis of the traditional food-circulation channel and the e-commerce environment one, obtaining the conclusion that e-commerce environment one is belong to the "zero-level" channel. Simultaneously two network structures of traditional food-circulation channel and two network structures of e-commerce environment channel are generalized.Secondly, Base on the analysis of E-commerce food enterprises, we make a research on the commodity Structure of E-food and formulate the classification criteria of E-food which makes the E-food devide into three parts:ordinary food, heavy food and fresh food. Base on the analysis of circulation channel, we carding and design the operation procedure of the B2C E-food home delivery which providing researching elements for the analysis of home delivery service radius and the pricing strategy. At the other hand, the operation procedure serves as part of the home-delivery policy.After that, establish the initial radius model base on the functional value. Three dimensions about the time satisfaction, the profit and cost balance of heavy food and the loss of fresh food are used to revise the initial radius. The freight function of replacing fixed fee with some conditions is made to be the basis of making pricing strategy. At the same time, we make the fixed fees criterion using the Dantzig route estimation function combining the home delivery service radius. We make the threshold value with the consuming expectations function of consumers established with the thought of consumer surplus.Finally, Shanghai D Agricultural Development Co., Ltd serves as the researching case. Analyzing the setting and selection of related parameters thoroughgoing and combining the survey data test the home-delivery policy is right and practical. This case comes to the conclusion the home-delivery policy meets the reality. If data meets the requirements, the home-delivery policy will be used to the actual enterprise strategy development.