Study On The Selection Of Logistics Terminal Distribution Mode Of Fresh Produce From Supermarket Chain Under O2O Conditions

With the promulgation of the national “Agricultural products are directly linked to supermarket chains” policy and the excellent shopping environment and quality of goods and after-sales guarantees for supermarket chains,large supermarket chains have become the main channel for the purchase of fresh agricultural products.In recent years,the growth rate of the impact of e-commerce on the traditional retail industry has gradually declined.As a mainstream supermarket chain in the traditional retail industry,it faces the need for online transformation.In the process of transformation,supermarket chains will inevitably face the choice of terminal logistics distribution.Terminal logistics distribution as the only direct contact with end users is a key scenario for user experience,which greatly affects consumer satisfaction and market share,especially for fresh agricultural products with special distribution requirements.More important.Under the premise of diversified consumer demand,the traditional single door-to-door model can no longer meet the needs of consumers,and the emergence of self-reporting services is still necessary.Therefore,it is of great significance to study the choice of distribution mode of fresh agricultural products logistics terminal under the O2O condition.In this paper,the case analysis method,comparative analysis method,qualitative analysis and quantitative analysis are combined to analyze the selection of logistics terminal distribution mode under the O2O condition of supermarket fresh produce.Firstly,it expounds the particularity of the distribution of fresh agricultural products and the main mode of O2O utilization of fresh agricultural products,and draws the advantages of the chain supermarket in developing the fresh O2O model.The status quo of the development of fresh O2O mode in chain supermarkets and the problems of logistics terminal distribution are analyzed.Secondly,the advantages and disadvantages of the four types of logistics terminal delivery modes,such as self-operated team delivery,fresh-storage mode,third-party collection mode and crowdsourcing logistics mode,are analyzed and compared.According to the domestic and foreign research literatures,four influencing factors affecting the selection of distribution modes of logistics terminal for fresh agricultural products in supermarket chains are summarized.They are the scale and strength of enterprises,the cost of logistics and distribution,the quality of logistics and distribution services,and social and environmental factors.The analytic hierarchy process is used to establish the corresponding decision-making model.Then,Yonghui Supermarket is taken as the research object,and the decision-making data is obtained in the form of questionnaire survey.It is concluded that the crowdsourcing logistics model has the highest weight,and the fresh crowdsourcing distribution mode meets the customer's distribution requirements.The advantages are obvious and effectively reduce the fixed cost of the enterprise.It is preferred in solving the problem of terminal distribution of fresh products.Finally,the article gives some suggestions on how to choose the logistics distribution mode of the O2O mode of the fresh produce in the supermarket chain,and provides some theoretical guidance for the decision-making of the chain supermarket logistics distribution mode under the O2O mode.