基于利润最大化的农村电商物流模式选择  

Research of Rural E-business Logistics Mode Selection Based on Profit Maximization

作　　者：华慧婷[1,2] 郝渊晓[2] HUA Hui-ting;HAO Yuan-xiao(Xi’an Peihua University,Xi’an,Shannxi710061,China;Xi’an Jiaotong University,Xi’an,Shannxi710061,China)

机构地区：[1]西安培华学院,陕西西安710061 [2]西安交通大学经济与金融学院,陕西西安710061

出　　处：《中国流通经济》2018年第4期70-76,共7页China Business and Market

基　　金：陕西省社会科学基金课题专项"丝绸之路经济带区域物流一体化协调机制构建研究"(13SC017)

摘　　要：在我国农村,电商企业大多沿用其在城市的物流配送模式,存在全国农村电商企业物流模式趋同化、同一县域多种物流模式并存等问题,严重阻碍了农村电商企业的发展壮大。农村电商企业必须综合考虑交易金额大小,农村居民消费理念和习惯、居住地集中度/分散度,农村物流基础设施完善程度等因素。引用利润最大化理论,以农村某一县域为对象,基于物流供求均衡视角研究发现,一段时间内,该县域所有电商企业的物流最佳需求量,是运用某种物流模式所带来的最后一单位收益正好等于完成配送的成本;在一个县域选择自建物流模式或第三方物流模式,受农村电商企业收益与交易规模大小的影响。农村电子商务物流,应以配送资源整合实现企业物流效率提升,选择差异化的物流模式,塑造双向、低碳与绿色物流价值链,建立第四方物流生态体系。In China’s rural areas,e-commerce enterprises continually follow the distribution pattern they use in urban areas,which leads to such problems as the convergent logistic pattern in all the rural areas and the coexistence of different kinds of logistic pattern in the same county.And this seriously hinders the development of rural e-commerce enterprises.The rural ecommerce enterprises should comprehensively consider such factors as transaction volume,rural residents’consumption idea and habit,the centralized or decentralized degree of residence place,and the logistics infrastructure in rural areas.With the help of profit maximization,taking a given county as the object,and based on the angle of the balanced logistic supply and demand,the authors find out that,during a period of time,the best logistic demand of all the e-commerce enterprises in this county will be realized when the last unit profit brought by a certain logistic pattern equals to the distribution cost;and the choice of selfbuilding logistics or 3PL logistics will be influenced by the profit of rural e-commerce enterprises and the transaction size.In developing rural e-commerce logistics,we should realize the improvement of enterprises’logistic efficiency with the help of integrating distribution resources,choose the differentiated logistic pattern,build the two-way,low carbon and green logistic value chain,and establish the 4th party logistic eco-system.

关 键 词：农村电子商务 物流模式 利润最大化 电商企业 县域经济 

分 类 号：F713.36[经济管理—产业经济]