我国现阶段电子商务B2C类型物流配送模式的经济学分析:以B2C网上书城为例

The Economic Analysis of Logistics Pattern for B2C E-commerce in China

本文尝试以现阶段制约B2C电子商务发展的约束条件作为假设构造模型理解电子商务企业在此之下的优化选择。并且结合案例进行分析,进而提出相关的政策建议。由于现阶段信用体制的缺失,选择送货上门的配送模式是B2C电子商务网站通过把违约的风险转嫁到自己身上从而赢取消费者信任的产物。然而由此引发的较高的成本问题使得网站不得不通过设立配送费用这种价格歧视方式舍弃利润微薄的部分,在需求最为密集的小范围内进行集中经营,同时引导消费者把多单消费转为单单消费。另外,由配送体制本身的时间问题导致了整个B2C电子商务市场的现状;网上商店和传统商店的比较优势只能体现在价格上。在此基础上对电子商务企业和政府提出相关建议。

This paper tries to comprehend the behavior of the e-commerce companies under the constraints observed in the real world by means of construction of mathematical models .Because of the loss of credit base, the logistics pattern of delivering goods to the customers＇ houses is the optimal choice for transfering the shrinking risk from consumers to the e-commerce companies in order to build up trust between them. However, it is costly to maintain such logistics pattern, so the e-commerce companies have to set up a mechanism of selecting two types of customers by setting “delivery fare”. In addition, due to the low efficiency of logistics system nowadays, the comparative advantage of E-stores, compared to the traditional stores, can only be their prices instead of time.