基于社会化渠道的电子商务共同配送服务网络组织及演化规律研究

项目名称： 基于社会化渠道的电子商务共同配送服务网络组织及演化规律研究

项目编号： No.71502002

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 徐俊杰

作者单位： 安庆师范大学

项目金额： 17万元

中文摘要： 开发社会化渠道是推进电子商务共同配送的关键所在，但是关于渠道配置方案及服务网络的演化路径，现有研究还不充分，尤其缺乏对客户行为规律及渠道经营人合作意愿的专门分析。本项目将在前期工作基础上，综合运用行为分析、博弈论、关系营销理论方法，深入剖析网购客户在社会化配送渠道中的行为特征及服务需求，探究客户对不同渠道的选择偏好；分析渠道经营人对承揽共同配送业务的关键诉求并实测成效，揭示出维护合作关系的影响因素及作用机制；最后结合我国电子商务物流产业环境，研究共同配送服务网络的融合机理，提出增强社会化渠道有效性、稳定性和可持续性的对策建议。本项目拓展了电子商务共同配送的理论研究范畴，有助于从不同视角研判社会化配送渠道的构建策略，对于企业优化配送网络和政府部门改进管理政策都具有指导意义。

中文关键词： 共同配送；城市物流；最后一公里配送；电子商务；O2O

英文摘要： Developing social channel is the key point to promote e-commerce joint distribution, however current researches on both channel deployments and service network evolution routines are insufficient, especially on customer behavior and channel manager’s collaboration willingness. Based on former works, this project is planed to comprehensively apply the knowledge and tools of behavior analysis, game theory and relationship marketing to explore customer behavior characteristics and service requirement in social distribution channel, and to reveal customer choice preference to different channels. After that the project will continue to analyze channel manager’s basic motivations of contracting joint distribution and measure their results, the goal is to explore influencing factors of maintaining cooperation relationship as well as their functions. At last considering domestic industry environment of e-commerce logistics, the project is planned to discuss the integration mechanism of joint distribution service network in order to propose suggestions for reinforcing validity, stability and sustainability of social channel. This project is devoted to extending research scope of e-commerce joint distribution, it is helpful to discover constructing schemes of social distribution channel from different perspectives, and it has significant implications for related firms to optimize distribution network and for goverment to adjust management policies.

英文关键词： joint distribution;urban logistics;the last mile distribution;e-commerce;online to offline