Study On The Choice Of Fresh Vegetable Logistics Model In Beijing Based On Consumer Characteristics

With the continuous improvement of the quality of life of the consumers,people's demands for fresh vegetables are not only to meet the daily consumption,but also make more requirements on fresh vegetables in some other aspects such as quality,freshness,brand,and safety.At the same time,consumers are showing different characteristics in traditional and new types of consumer terminals such as supermarkets and e-commerce platforms.Therefore,in order to meet the consumers' demands,the goal of fresh vegetable logistics model are also different.For the consumer terminals,it has become a problem to be solved how to choose the most suitable fresh vegetable logistics mode based on consumers' characteristics.For the consumers,it's a subject to concern how to choose the most suitable consumer terminals for themselves to get satisfied product.Based on the background and problems above,this paper develop the research taking Beijing as the object.Firstly,this paper classifies and analyzes the fresh vegetable logistics model in Beijing based on the theory of two-dimensional space.Then,make the descriptive analysis and regression analysis of consumer characteristics in Beijing area through the questionnaire,and draw the consumer characteristics of fresh vegetable consumers in Beijing,as well as different impact of each purchase behavior factors.Finally,this paper construct the AHP model based on expert scoring method and consumer characteristics,and then calculate the most appropriate logistics model for traditional consumer terminals and new consumer terminals.Through the empirical analysis of this paper,we conclude the following four conclusions:(1)Consumers in Beijing pay more attention to the quality of vegetables and the convenience of location and time of consumption terminals,while the prices are generally valued.(2)Consumers of traditional consumption and new consumption terminals have different emphasis on each factor.Consumers of traditional consumer terminals pay more attention to price and freshness.Consumers in new consumer terminals are more concerned with quality assurance,brand assurance and variety.(3)For different consumer terminals,the logistics model has different target priorities.The new consumer terminal logistics objectives are to ensure product features,improve logistics service levels and reduce logistics costs.The traditional consumer terminal's logistics goals are to reduce logistics costs,ensure product characteristics and improve the level of logistics services.(4)Traditional consumer terminals and new consumer terminals need ti select different modes of logistics.At present,for traditional consumer terminals,the logistics model based on the wholesale market is more suitable.For the new consumer terminals,the logistics model based on consumer terminals is more applicable.