| With the rapid development of mobile Internet,cloud computing,and artificial intelligence,e-commerce has gradually penetrated from online to offline,and the market has begun to enco urage physical stores to establish omnichannel business mode.The introduction of the O2 O model has promoted the evolution of the retail market competition pattern continuously.As the mainstream of the traditional retail industry,the supermarket chain has the advantage of being faster than the traditional e-commerce platform when developing the O2 O mode.The stores can be used as pre-position warehouses in O2 O online platform,and at the same time they can also provide customer with personalized,customized offline services and precision marketing,which take advantage of innate advantages for supermarket chain.However,in the process of developing O2 O,its "last mile" logistics problem has become a pain point of development.Although the supermarket chain is closer to the customer’s side in terms of layout,and its home delivery service is faster than traditional e-commerce,the customer needs are becoming more and more personalized,diversified,diversified,and experienced in the O2 O environment,which makes the door-to-door mode being unable to meet the development of the O2 O mode of supermarket chain.Therefore,the emergence of self-collection service is still necessary.Reviewing the history of the “last mile” logistics development of the traditional e-commerce market,it has gone through the traditional delivery and attended self-collection delivery point,followed by the unattended self-collection delivery point,which has provided a new solution for the supermarket chain O2 O mode to diversify its logistics needs.Based on the analysis of the current O2 O operation mode of supermarket chain,this study summarizes the types of market the customer-oriented demand during the operation process.By analyzes the domestic and international supermarket chain O2 O development cases,as well as the development process of e-commerce retail mode logistics distribution,this paper discusses the characteristics and service processes of the three types of logistics service modes that supermarket chain use.And then determines the factors which affect customer choice of logistics service modes.Using SPSS software to do orthogonal design of the factors affecting the logistics service attributes,and then obtains a random survey questionnaire.Based on the theory of utility maximization,this paper constructs a hierarchical Logit model for logistics service modes selection.In combination with the sample data of intention survey,and the using of the TransCAD software which is constantly used in the study of traffic travel behavior choice,this paper performs the parametric calibration and probability prediction of the original model.By analysing the characteristics of logistics modes selection subject to the sub jective willingness of customer,this paper introduces the subjective willingness coefficient into the utility function,which takes into account the objective factors and subjective perception variables in the selection model.And then construct a logistics modes selection correction model which describes the customer ’s selection behavior more effectively.Finally,based on the correction model,this paper predicts the customer’s logistics modes selection behavior under the case of Yatang supermarket chain O2 O mode.Combining with the results of sensitivity analysis,this paper presents the development countermeasures of the logistics service at each stage of Yatang supermarket chain,and finally analysis the suggestion of customer’s subjective willingness improving.By using the model to predict the typical customer’s intention choice in the case,this paper analyzes the characteristics and strategies of the logistics service provided by the supermarket to various types of people. |
