Research on Regional Service capability Evaluation of Cold chain Logistics Enterprises based on WSR

The improvement of the regional service quality of cold chain logistics enterprises helps them to create a modern integrated logistics service system of market scale, thus expanding their business scope and enhancing their market competitiveness. WSR is an acronym for "Physical-Truth-Human Reasoning Methodology", and ANP-TOPSIS (Technique for Order Preference by Similarity to an Ideal Solution) is a multi-objective decision analysis method based on network analysis. This paper constructs an evaluation index system for regional service quality of cold chain logistics enterprises based on WSR system methodology, and builds an evaluation model based on ANP-TOPSIS method. Firstly, on the basis of considering the interrelationship of the elements in the evaluation system, ANP is applied to analyse the weights of each evaluation index, and then Enterprise A is used as the empirical research object to evaluate the service quality of the enterprise in different regions through the TOPSIS method and combine the index weights obtained by ANP to obtain the comprehensive ranking of the enterprise's regional logistics service quality. The results show that the service quality of enterprise A in the four regions varies greatly, showing the development characteristics of strong in the south and weak in the north, which is in line with the actual situation, thus verifying the validity of the model and providing corresponding solution suggestions for it according to the results obtained.