电子商务环境下物流公司声誉激励机制研究

Study on Reputational Incentive Mechanism of Logistics Enterprises in E-commerce Environment

从委托代理理论的角度对电子商务环境下物流公司声誉激励机制问题进行了研究,针对第三方物流企业的特点,在非对称信息条件下,引入声誉激励方法以提高物流公司对下一期博弈中收益提升的期望,从而在显性激励的基础上进一步提高物流公司在本期的努力水平,形成一种显性激励与声誉机制相结合的激励模式,同时分析了物流企业声誉获得最优P值的确定依据,为建立更加合理有效的物流公司管理机制提供了理论依据,并在此基础上提出了一些具有可操作性的制度改进建议。

In this paper, from the angle of principal-agent, we studied the reputational incentive mechanism of logistics enterprises in the e-commerce environment. In light of the characteristics of the third party logistics enterprises and considering information asymmetry, we intro-duced the reputational incentive method to improve the expectation of the enterprises of the benefits from next round of game, thus improving the ef- fort level of the enterprises in this round on the basis of explicit incentive, which was in fact an incentive mode that incorporated explicit incentive and reputational mechanism. At the same time, we analyzed the basis for the determination of the optimal reputation of the enterprises, which would serve as the theoretical basis for the more effective and reasonable management institution of the enterprises, on the basis of which we proposed some oper-able suggestions to improve the existing management institution.