Research On The Optimization Of Distribution Route At The End Of Freshhema Under The New Retail Mode

With the gradual transformation from traditional retailing to new retailing,consumers'consumer psychology has changed greatly,paying more and more attention to consumer experience.Fresh e-commerce companies are favored by consumers for their fast distribution speed and high quality of service.The end distribution service provided by new retail fresh e-commerce stores is an important link for new retail fresh e-commerce stores to provide products and services for online customers,and it is an important means to improve customer consumption experience,its distribution effect directly affects the product experience of online consumers.This paper takes Freshippo,a typical representative of new retail fresh e-commerce merchants,as the research object,and aims to optimize the unreasonable distribution route at the end of Freshippo.First of all,this paper analyzes the current research situation in three aspects:the end distribution mode of fresh agricultural products,the factors considered in the distribution route optimization of fresh agricultural products,and the satisfaction of consumer distribution.Then it introduces the distribution status of the fresh supermarket,including the business model of the fresh supermarket,the general situation of the Freshippo,the distribution status of the Freshippo,and finds the problems existing in the end distribution of the Freshippo.After that,the customer satisfaction function is constructed through the distribution time window required by customers,and a double-objective optimization model with the minimum total mileage and the highest customer satisfaction as the objective function is established.according to the model,an improved genetic algorithm is designed to solve it,mainly in the crossover operator and mutation operator,adding penalty function and customer service evaluation function.Finally,taking the Freshippo store in Qingdao as an example,the data are analyzed and sorted out,the route is optimized through the designed algorithm,and the rationality of the model and the effectiveness of the algorithm are verified by comparing the total mileage and the actual total mileage after route optimization.