考虑顾客需求程度的生鲜电商路径优化问题
Fresh Agricultural E-commerce Product Routing Problem Considering Equally Desirable of Customer

针对不确定环境下生鲜电商路径优化问题，考虑客户决策的有限理性特点，以累积前景理论为基础，针对生鲜电商的特点，构造以货损成本、惩罚成本、运输成本最小为目标，以代理点需求、车辆装载质量和客户要求服务时间窗为约束，建立了生鲜电商配送路径优化模型。采用改进粒子群算法对模型进行求解。计算及试验结果表明：基于累积前景理论的模型能够更有效的满足客户对时间窗的要求，会相应的提高配送服务的满意度并在一定程度上提高企业效益，为生鲜电商企业优化配送路径提供理论支撑。
This paper aims to explore fresh agricultural product E-commerce routing problem under uncertain environment. Considering the characteristic of the bounded rational of customer decision, fresh agricultural E-commerce routing optimization model was established based on Cumulative Prospect Theory (CPT). According to the characteristics of fresh agricultural E-commerce supplier for fresh features, The model took the minimum cargo damage costs, transportation costs and the penalty costs as objective, the agents point demand, goods loading and times window of logistic services about customer requirements as constraints. An improved Particle Swarm Optimization algorithm was used to solve there parts of model respectively, reference examples. Simulation and test results showed that, the model based on CPT met customer requirements on time window more accurately and improved customer satisfaction.This studycould provide theoretical support for the fresh E-commerce suppliers to optimize the distribution path.