零售商线上渠道生鲜品配送方式决策研究

发布时间：2018-04-19 13:02

本文选题：生鲜品配送 + 自营配送　；参考：《北京交通大学》2017年硕士论文

【摘要】：近年来,我国生鲜电子商务市场高速发展,生鲜品已经成为电子商务企业的一项新业务。除了大型生鲜电商平台外,小型零售商也在“互联网+”的环境下开展线上渠道营销,生鲜电商的末端配送也随之成为其亟待解决的问题。因为他们既没有物流基础优势,也不具备规模优势,在生鲜品的配送环节面临诸多困难。在此背景下有必要对零售商线上渠道生鲜品的配送方式进行深入研究,以帮助零售商选择合适的配送方式,控制配送成本,提升配送服务质量。生鲜品的末端配送主要有自营、外包、共同配送、宅配、产地直销配送等方式。本文首先对生鲜品及其配送特点作了详细分析,在此基础上,提出小型零售商线上渠道生鲜品配送的两种可选方式,即配送自营与配送外包,并对这两种方式的优劣势进行了定性对比分析。其次,对影响生鲜品配送方式的因素加以详细分析。影响零售商配送方式决策的因素主要有配送成本和配送服务水平,其中配送成本受到配送资源、市场需求、配送服务水平等因素的影响。在分析影响因素如何影响配送自营与外包决策的基础上,考虑配送车辆的启动成本、运输成本、配送人员的人工成本、超时配送导致的惩罚成本、保鲜成本等成本项,以配送成本最小化为目标,建立了自营配送成本模型;考虑固定成本及向第三方物流服务企业支付的物流服务费用,建立外包配送决策模型。最后,设计了模型求解的算法,利用蚁群算法对模型进行了求解。根据模型求解结果,在本文设定的条件下,自营配送与配送外包存在阂值,配送量低于阈值时,零售商选择自营配送成本更低;配送量高于阈值时,零售商选择配送外包成本更低;此外,人工成本对自营外包决策影响较大,人工成本越高,零售商越倾向于选择配送外包;配送服务水平方面,零售商以成本最优化为目标进行配送决策,当超时配送惩罚成本低于为在规定时效内完成配送而增加的配送车辆和配送人员的成本时,零售商会为了控制配送成本选择超时配送,从而影响配送服务质量。本文的研究以期对零售商在进行线上渠道生鲜品配送方式决策时提供可供参考的依据。
[Abstract]:In recent years, with the rapid development of fresh e-commerce market in China, fresh products have become a new business of e-commerce enterprises.In addition to the large-scale fresh e-commerce platform, small retailers also carry out online channel marketing under the "Internet" environment, and the terminal distribution of fresh e-commerce has become an urgent problem to be solved.Because they have neither basic logistics advantages nor scale advantages, they face many difficulties in the distribution of fresh goods.Under this background, it is necessary to carry on the thorough research to the distribution way of the online channel fresh goods of the retailer, in order to help the retailer to choose the suitable distribution way, control the distribution cost, and improve the service quality of the distribution.The end-end distribution of fresh products are mainly self-support, outsourcing, joint distribution, residential distribution, direct distribution of origin and other ways.In this paper, the characteristics of fresh products and their distribution are analyzed in detail. On the basis of this, two kinds of options for online distribution of fresh products are put forward, that is, distribution self-management and distribution outsourcing.The merits and demerits of these two methods are analyzed qualitatively and comparatively.Secondly, the factors affecting the distribution of fresh goods are analyzed in detail.The distribution cost and service level are the main factors that influence the decision of the retailer's distribution mode. The distribution cost is influenced by the distribution resources, the market demand, the distribution service level and so on.On the basis of analyzing how the influencing factors affect the decision of self-support and outsourcing of distribution, this paper considers the start-up cost, transportation cost, labor cost of distribution personnel, penalty cost caused by overtime distribution, fresh-keeping cost and so on.In order to minimize the cost of distribution, the model of self-supporting distribution cost is established, and the decision model of outsourcing distribution is established considering the fixed cost and the cost of logistics service paid to the third party logistics service enterprise.Finally, the algorithm of model solving is designed, and the model is solved by ant colony algorithm.According to the results of the model, under the conditions set in this paper, there is a threshold between self-distribution and distribution outsourcing. When the amount of distribution is lower than the threshold, the retailer chooses the cost of self-distribution is lower, and when the amount of distribution is higher than the threshold,Retailers choose distribution outsourcing costs lower; in addition, labor costs have a greater impact on self-outsourcing decisions, the higher the labor costs, the more retailers tend to choose distribution outsourcing; the level of distribution services,Retailers make distribution decisions with the goal of cost optimization, when the penalty cost for overtime distribution is lower than the increased cost of distribution vehicles and distribution personnel to complete the delivery within a specified period of time,In order to control the cost of distribution, retailers choose overtime distribution, which affects the quality of delivery service.The purpose of this study is to provide a reference for retailers to make decisions on online distribution of fresh goods.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F252.1

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