Collaborative Optimization Of Pricing And Vehicle Routing Problem For Community Group Purchase Of Fresh Agricultural Products

Community group buying,as a new type of social e-commerce mode,is gradually emerging with the rapid development of mobile Internet and the wide popularity of mobile payment technology.Community group buying,which combines the concept of real living community and group purchase,can realize the centralized distribution of products in space and time,reduce effectively the unit cold chain logistics cost.The advantages of community group purchase are helpful to solve the important problems such as high distribution cost,large loss and difficult to guarantee quality in the process of online sales of fresh agricultural products,and is likely to become the normal sales channel of fresh agricultural products after the traditional agricultural trade market and e-commerce websites.However,the simple and easy replication and expansion of this model,which leads to serious homogenization competition.Reasonable pricing and distribution planning have a strong practical significance for improving the attraction of community group purchase of fresh agricultural products and enhancing the competitive advantage of operators.The current research cannot meet the needs of fresh agricultural products community group purchase pricing and cold chain distribution path optimization.In this paper,according to the characteristics of perishable fresh agricultural products and time-space aggregation of community group buying distribution demand,the method of collaborative optimization of pricing and cold chain distribution vehicle path is studied.First,assuming that the sales price and delivery quality affect the demand at the same time,taking the price and delivery quality requirements as the main decision variables,a community group buying pricing model considering the impact of cold chain distribution cost is established,and the analytical mathematical expression of the model is obtained.Secondly,based on the theory of quality attenuation of fresh agricultural products,considering the constraints of delivery quality requirements,taking the vehicle path and cold chain distribution temperature as the main decision variables,a cold chain distribution path optimization model is constructed,and a genetic algorithm is designed to solve the model.Finally,the collaborative optimization mechanism of community group buying pricing and cold chain distribution path is established by using the method of two-layer programming,and the effectiveness of the model,algorithm and collaborative mechanism is verified by an example.The conclusions of this paper are as follows:(1)the model,algorithm and collaborative optimization mechanism are effective and feasible.(2)The sales price increases with the increase of the market potential demand rate.(3)The sales price,the unit distribution cost,the total distribution cost and the goods loss cost all decrease with the increase of the influence coefficient of the price on the demand.(4)When considering the sales price,distribution distance,distribution quantity and other factors,on the premise of ensuring product quality the higher temperature can be selected in the process of distribution to obtain the optimal total cost of logistics distribution.(5)Through the collaborative optimization of pricing and cold chain distribution path,even if the price of fresh agricultural products is reduced,the operators may also obtain greater sales profits.The research of this paper makes up for the deficiency of community group buying pricing and vehicle routing planning problem,which is conducive to community group buying enterprises to better formulate the price and cold chain distribution path,and has important theoretical and practical significance.