Research On Location Selection Of Fresh Agricultural Products Distribution Center Considering Customer Perceived Value

With the rapid development of social economy,people have higher and higher requirements on the quality of life.However,the fresh agricultural products closely related to them are faced with problems such as delayed distribution,high logistics cost and serious product loss.These problems lead to the lack of trust of customers in distribution enterprises and restrict the development of cold chain logistics.Therefore,it is very important to develop the distribution logistics corresponding to fresh agricultural products.This paper first summarizes the relevant literature on the location of cold chain logistics distribution center,and sorts out the knowledge of fresh agricultural products,location of distribution center,perceived value,etc.Then,according to the delivery time and product freshness quality that customers pay attention to,the connotation of customer perceived value is elaborated.According to the dynamic model of shelf life prediction,the freshness formula combined with the real situation is deduced again.The fuzzy time window is introduced to express the fuzziness of customer receiving time,and then the two-dimensional customer perceived value objective function is obtained.Based on the characteristics of fresh agricultural product distribution center,the cost composition of cold chain distribution is analyzed,and the location model of distribution center with the lowest cost--scheme 1 is constructed.Finally,the perceptive value model is integrated with the location cost model to obtain the multiobjective single facility location model of distribution center with the largest perceived value and the smallest cost--plan 2.On the basis of scheme 2,scheme 3 divides the target customer groups and sets up several small distribution centers to further improve the perceived value of customers.Finally,iterative barycenter method,particle swarm optimization toolbox and k-means clustering are adopted to calculate,analyze and compare the three options.Based on the case study of S.G company,the site selection results considering only cost and simultaneously considering perceived value and scale difference are given.In addition,comparative analysis is made on the site selection results of the three schemes.The data shows that: in scheme 1,half of the regions have a poor perception of the distribution service and product freshness,and believe that the price paid does not get the corresponding value,so the enterprise will lose half of the consumer market;Plan 2: although the logistics cost increases slightly,only one region has poor customer perceived value.Plan 3 considers the construction of two small distribution centers.Although the cost input increases,the perceived value performs well,and half of the consumer market performs extremely well.It is the best plan for this example.From a long-term perspective,considering both time-perceived value and product freshness perceived value in site selection is more in line with the development policy of the enterprise,which is of certain practical significance to the site selection decision of the enterprise,and also verifies the feasibility and practical value of the research in this paper.