Research On The "Last Kilometer" Distribution Cost Of Fresh E-Commerce Logistics Considering Customer Bounded Rationality

With the development and connection of big data,Internet of Things,transportation industry,digital platform and other technologies,the consumption pattern and habits of customers are also changing,and in the process,new consumption demands are constantly created.Among them,the transaction of fresh products is no longer limited to the physical purchase,the transaction channel has broken the limits of time and space,and the convenient and fast fresh electricity supplier is favored by more and more customers.Fresh has become the focus of e-commerce.When customers choose the e-commerce purchase platform,they will mainly pay attention to the freshness of fresh products and the timeliness of distribution service.For fresh e-commerce distribution enterprises,whether the cold chain preservation in the "last kilometer" distribution process can be reasonable and effective becomes an urgent problem to be solved for the development of e-commerce enterprises.Fresh electricity distribution in the "last mile" distribution in the supply chain is connected the last link in enterprise and customers,and is the only direct contact with the final customer link,due to customer demand for express delivery gradually individuation and diversification,"the last kilometer" fresh products distribution exists many problems,mainly is the low efficiency,high cost,low quality of service.Based on this,"the last kilometer" fresh products distribution service needs for different distribution characteristics and existing problems of design,such as door-to-door delivery mode needs to improve the delivery staff service attitude,reasonable distribution of freight and so on,to the model some services need to increase the strength and so on,thus formed diverse efficient high-quality "last one kilometer" of distribution service system.There is incomplete information in the "last kilometer" distribution service system of fresh electricity supplier.Therefore,in the face of different distribution methods,customers often show bounded rational behavior when making choices,or rely on the traditional door-to-door delivery mode,or choose a single self-pickup mode,or combine a variety of distribution methods.At the same time,compared with conventional transportation,cold chain storage needs more carbon emissions and energy consumption in the low temperature treatment of cold chain logistics of fresh electricity suppliers in each circulation link.At present,the "low carbon economy" is valued and advocated worldwide,which requires fresh electricity suppliers to consider the impact of carbon tax when optimizing the cost,so as to advocate the corresponding "low carbon economy".This paper analyzes carbon emissions as an important influencing factor in the cost analysis and optimization process of different distribution methods in the "last mile".From fresh electric business enterprise logistics distribution service main body and the service object of distribution service level evaluation influence customers to the most,first of all,from the Angle of fresh electrical contractor with respect to the manner of "the last kilometer" different distribution cost composition and influence factors were analyzed,and build different distribution patterns of minimum cost model;Secondly,this paper analyzes the utility brought by different distribution methods to customers from the perspective of customers.Meanwhile,it assumes that customers are limited rational when analyzing the utility they may obtain,and builds a model to maximize the average utility of customers in the "last mile" distribution.Finally,the model is established by combining the utility maximization of customers and the cost minimization of fresh electricity suppliers.In the solution of the model,the integral idea is adopted to design the genetic algorithm,and the coding and the related operations of the genetic algorithm are improved.Finally,the "last mile" cost optimization model considering customer bounded rationality and carbon tax is empirically analyzed.Through the analysis of the results,it is found that the customer bounded rationality has an effect on the minimum cost.