基于电商销售模式的平台物流和第三方物流选择策略研究

Research on the Strategies for Choosing Platform Logistics and Third-party Logistics Based on E-commerce Sales Models

针对电商商城、零售商和第三方物流企业构成的在线销售和配送系统,分析在电商商城无自营业务和有自营业务的不同销售模式下,零售商面对平台自建物流和第三方物流的选择策略。研究表明:(1)若电商商城无自营业务,零售商会选择平台物流;若电商商城有自营业务,只有在产品替代率较低或物流配送具有效率时,零售商才会选择平台物流。(2)零售商选择平台物流能提升其产品物流服务水平,但提高物流服务水平并不是零售商物流决策的内因,即使平台物流服务高于第三方物流服务水平,零售商也不一定选择平台物流。(3)无论是否有自营业务,电商商城都愿向加盟商开放平台物流。

This study focuses on the online sales and distribution systems comprised of e-commerce platforms,retailers,and third-party logistics enterprises.It analyzes the strategic choices of retailers regarding the selection of platform-owned logistics or third-party logistics under diff erent sales models,specifically when e-commerce platforms have or do not have self-operated businesses.The research reveals:(1)When e-commerce platforms lack self-operated business,retailers tend to choose platform logistics.Conversely,if the e-commerce platform operates a self-owned business,retailers opt for platform logistics only when the product substitution rate is low,or the logistics distribution is efficient.(2)Selecting platform logistics enhances the logistics service level for retailers.However,the elevation of the logistics service level is not an inherent factor in retailers’logistics decisions.Even if platform logistics services surpass those of third-party logistics,retailers do not necessarily choose platform logistics.(3)Regardless of the presence of selfoperated businesses,e-commerce platforms are inclined to off er platform logistics to franchisees.