线上线下与物流协同的逻辑推演、影响因素与构建策略

Logical Deduction,Influence Factors and Construction Strategies of Online Offline and Logistics Coordination

线上线下与物流协同是"新零售"发展的核心。总体看来,我国"新零售"发展已跨越初级阶段向中高级阶段进化,也对线上线下与物流协同提出了新的要求。基于"新零售"发展现实,围绕线上线下与物流协同发展的四个阶段对协同发展进行逻辑推演,结合零售系统、物流支撑、技术应用等多要素探讨协同的影响因素。研究发现,从动态视角来看,电商与物流协同和线上线下融合为线上线下与物流协同奠定基础,而线上线下与物流协同要经历由线状协同向网状(立体)协同进化过程,也预示由初级协同向中高级协同的迈进;线上线下与物流协同主要受底层逻辑(线上线下协同融合程度、零售业网状协同水平)、核心支撑(物流网络建设、物流运营管理水平、物流生态体系协同)、升级保障(数智化技术协同应用、供应链整合与创新)三个方面共七类因素的影响,而不同因素又具有不同的作用方向。基于此,线上线下与物流协同要秉承"四化"理念,即以规模化运营为基础,以创新化模式为引领,以数智化技术为依托,以生态化体系为关键,提升协同服务水平和效率,构筑协同系统。

Online offline and logistics collaboration is the core of the development of"new retail". Generally speaking,the development of"new retail"in China has evolved from the primary stage to the middle and advanced stage,which also puts forward new requirements for online offline and logistics collaboration. Based on the reality of"new retail"development,the author logically deduces the collaborative development around the four stages of the collaborative development of online offline and logistics,discusses influence factors of collaborative development in combination with the retail system,logistics support,technology application and other factors,and puts forward the construction strategy of online offline and logistics coordination.The research shows that from a dynamic perspective,e-commerce and logistics collaboration,online and offline integration lay the foundation for online offline and logistics collaboration,while online offline and logistics collaboration will experience a process of evolution from linear collaboration to network and three-dimensional collaboration,which also indicates the progress from primary collaboration to middle and high-level collaboration. It is found that online offline and logistics collaboration is affected by three types of factors,including underlying logic,core support and upgrading support. The underlying logic factors include the degree of online and offline collaboration and the level of retail network collaboration;the core supporting factors include logistics network construction,logistics operation management level,and logistics ecosystem collaboration;and the upgrading support factors include digital intelligence collaborative application,supply chain integration and innovation. Different factors have different directions of action. The author proposes that we should adhere to the concept of "four modernizations",implement the construction strategy of online offline and logistics coordination based on large-scale operation,be guided by innovative mode,supported by digital intelligent technology,take ecological system as the key,improve the level and efficiency of coordinated service,and establish the coordinated system.