跨境电子商务物流模式的选择研究——基于博弈论组合赋权模型

Study on the Choice of Logistics Mode in Cross-Border Electronic Commerce——Based on Game Theory Combination Weighting Model

为使跨境电商企业更合理地选择物流模式,需要对其进行科学的评价。以典型的跨境电商平台速卖通物流模式的选择为例,分别从企业特征、服务体验、物流总成本、产品特性、其他保障五个方面建立评价指标体系,采用AHP和熵权法进行主客观赋权,通过博弈论组合赋权模型得到相对均衡的组合权重,利用模糊综合评价法对三种物流模式进行评价,综合得出结论,验证模型的科学性,为其他跨境电商企业做出科学合理的物流模式选择提供参考。

In order to make cross-border e-commerce enterprises choose logistics mode more reasonably,it is necessary to evaluate it scientifically.Taking AliExpress logistics mode selection of a typical cross-border e-commerce platform as an example,this paper establishes an evaluation index system from five aspects:enterprise characteristics,service experience,total logistics cost,product characteristics and other guarantees,adopts AHP and entropy weight method to give subjective and objective weights,obtains a relatively balanced combination weight through game theory combination weighting model,evaluates three logistics modes by fuzzy comprehensive evaluation method,draws a comprehensive conclusion,verifies the scientificity of the model,and provides reference for other cross-border e-commerce enterprises to make scientific and reasonable logistics mode selection.