Abstract: The strategy selection of logistics distribution modes for fresh food e-commerce under competitive environment is studied in this paper. Nash static game method is used to solve the equilibrium retail price, demand and profit of the two fresh food e-commerce enterprises with two modes of self-operated logistics and third-party logistics (platform logistics) for selection under competitive environment. Results show that: when the commission ratio is low, both fresh food e-commerce enterprises choose the third-party logistics distribution mode; when the commission ratio is high, both fresh food e-commerce enterprises choose self-operated logistics distribution mode. Furthermore, the interests of the two fresh food e-commerce enterprises are not always opposite. When the commission ratio is low and the price competition intensity of fresh products is large or the commission ratio is moderate, the two e-commerce enterprises can achieve a win-win situation. The profits of the two e-commerce enterprises are also related to their market share. When the commission rate is higher, the profits of the two e-commerce enterprises are more affected by their market share. In addition, the decision-making process of two fresh e-commerce enterprises is also analyzed. The choice of distribution mode of fresh food e-commerce enterprises is not only related to the commission rate, but also closely related to the intensity of price competition between the fresh products they provide.

Key words: logistics distribution mode, cold chain logistics, competition, decision-making order, commission ratio