Research On Logistics Cost Control Of Fresh E-commerce Based On Structural Equation Model

From 2018 to 2019,the volume of fresh e-commerce business ushered in explosive growth,attracting a large number of capital to settle in.Since the COVID-19 epidemic in 2020,fresh e-commerce has played an active role in fighting the epidemic and ensuring supply.In addition,it has provided marketing channels for agricultural products to promote agricultural development and increase farmers’ income.All these have laid a good social condition for the development of fresh e-commerce.On the other hand,the gross profit of fresh e-commerce is low,and the price subsidy,low price diversion and high logistics cost lead to huge losses of fresh e-commerce enterprises;In addition,due to the capital chain tension caused by the rational return of capital,fresh e-commerce has to adjust its strategy and focus on the logistics construction of the supply chain in order to achieve the cost optimization and finally achieve the goal of stop loss and profit.This paper collects and collates the logistics cost indicators,business indicators,service quality indicators and other data of 54 self operated logistics centers in 43 cities of M mall,and selects 204 effective data samples.Through exploratory factor analysis,confirmatory factor analysis and reliability analysis,it seeks the logistics cost related factors,customer service quality related factors,and the correlation between logistics costs and customer service quality;The structural equation model is constructed to verify and adjust the relationship between logistics cost factor,service quality factor and measurement variables,and the validity of the relationship between factors.Finally,the analysis conclusion is drawn.The main research conclusions of this paper are summarized as follows:first,the business factor is significantly related to the operation factor:the operation factor is the arrangement and use of resources,and the company’s business volume determines the reserve of resources,including the reserve of vehicles and productive employees.The business volume exceeding the carrying capacity of the normal reserve resources is a challenge to the resource reserve and also a challenge to the supplementary capacity of the third party resources.Managers of all parties are required to timely schedule resources and balance related costs.Secondly,the activity factor is significantly related to the logistics cost factor:the sales volume of fresh e-commerce fluctuates regularly.In terms of the attendance arrangement of productive employees in the warehouse and the vehicle scheduling arrangement,more accurate sales volume prediction is required for the deployment of relevant human and transportation resources.Excessive resource arrangement will cause the increase of logistics cost.Thirdly,the fluctuation factor is significantly related to the logistics cost factor:the fluctuation of sales volume brings difficulties to resource allocation;Even under the premise of accurate sales volume forecast,the mobilization of appropriate manpower and transportation capacity is also a test of the management level of supply chain logistics managers.Finally,the activity factor is significantly related to the service quality factor:arrange more resources to serve customers and meet customer needs,and improve customer service quality;At the same time,the activity factor is significantly negatively correlated with the cost factor,and more resource arrangements bring higher logistics costs.Therefore,how many resources are arranged to meet the needs of customers while keeping the logistics cost within the range that the company is willing and acceptable has always been an eternal topic of logistics cost control.