Research on optimization of distribution route for cold chain logistics cooperative distribution of fresh e-commerce based on price discount

In order to solve the problem that the development of self-built logistics cannot meet the development of fresh e-commerce, a coordinated distribution strategy of self-built logistics and third-party logistics is proposed. The tasks assigned by third-party logistics are used to determine the price discount ratio. Third-party distribution outsourcing cost function, customer satisfaction function, and freshness function of fresh produce. Aiming at the goal of minimum delivery cost, maximum customer satisfaction, and maximum freshness of fresh produce, a collaborative delivery optimization model was established, and a corresponding genetic algorithm was designed with examples. Simulation results show that: collaborative distribution can effectively reduce the cost of distribution, when the proportion of price discount increases, the cost of collaborative distribution decreases. It has a certain reference value for the optimization of fresh e-commerce enterprises' distribution mode.