构建反映和满足消费者需求的网络营销物流组合优化模型  

Establishing Optimization Model of Logistic Combination for Reflecting and Meeting Consumer Demand in Network Marketing

作　　者：李五四[1] 张伟亮[1] 

机构地区：[1]北京化工大学,北京100029

出　　处：《工业技术经济》2013年第5期3-9,共7页Journal of Industrial Technological Economics

摘　　要：当前我国网络营销中配套物流的决策主体主要是厂商,消费者并没有真正参与到网络营销的物流决策中,而其他领域的物流决策已经实现了市场调节机制的转型。本文通过建立网络营销物流组合模型,使网络营销中的消费者参与到物流组合的决策中,进而完善网络营销中配套物流的市场供求决策机制,为全社会运输结构的市场供求均衡补充新的科学决策依据。最后,本文运用该网络营销物流组合模型对现实物流活动进行实例分析,并揭示其在物流选择当中的实际效用。Today in network marketing,the decision-making body of supporting logistics primary is the company.Consumers do not really participate in the decisions of network marketing＇s logistics.But in other areas,logistics decision-making has been the transformation of the market adjustment mechanism.By establishing network marketing and logistic combination model,consumer which in network marketing can participate in the decisions of logistic combination.Then it perfects the decision-making mechanism of market supply and demand and provides a new scientific decision-making for whole society in supply and demand balance of transportation structure.At last,we use the network marketing and logistic combination model to study for a reality logistics activities,so as to reveal its actual effectiveness in the choice of logistics.

关 键 词：网络营销 物流供求博弈 多属性决策 物流组合模型 

分 类 号：F253.9[经济管理—国民经济]