跨境电商企业海外市场物流模式选择研究——以52TOYS企业为例

Research on Logistics Model Selection for Cross-Border E-commerce Enterprises in Overseas Markets——Taking the enterprise AHP-52TOYS as an example

跨境物流是跨境电商发展的基础也是其重要组成部分。本文以52TOYS为例,从国内外已有的跨境物流模式选择理论出发,深入剖析我国跨境电商仓储物流的发展背景和现状,并比照三大跨境物流模式优缺点进行了详细对比分析。在此基础上,文章使用AHP深层次运算剖析52TOYS跨境电商企业在跨境电商物流方式上的选择决策,并在经营成本、服务水平、自身能力等影响因素的前提下,创新性地加入企业自身物流基础作为判断规则,这一举措有助于从多层次综合性角度进行深入对比分析,从而作出更加符合52TOYS跨境电商企业特点的跨境物流模式切换决策,确保其在激烈的市场竞争中保持领先地位。

Cross-border logistics serves as the foundation and an essential component of cross-border e-commerce development.Taking 52TOYS as a case study,this paper starts from existing theories on cross-border logistics model selection and delves into the development background and current situation of cross-border e-commerce warehousing logistics in China.It conducts a detailed comparative analysis of the advantages and disadvantages of three major cross-border logistics models.Based on this analysis,the paper utilizes Analytic Hierarchy Process(AHP)for in-depth computation to analyze the decision-making process of 52TOYS in selecting cross-border e-commerce logistics modes.Innovative inclusions of the company's own logistics infrastructure as a judgment criterion are introduced,taking into account factors such as operational costs,service levels,and internal capabilities.This approach facilitates a comprehensive comparative analysis at multiple levels,enabling a decision on cross-border logistics mode switching that better aligns with the characteristics of 52TOYS'cross-border e-commerce enterprise and ensures its leading position in thefiercely competitive market.