考虑消费者行为的电商企业物流外包决策  

Logistics Outsourcing Decision-making and Incentive Mechanism for E-commerce Enterprises Considering Consumer Behavior

作　　者：王金妹 李文攀 WANG Jin-mei;LI Wen-pan(School of Economics and Management,Fuzhou University,Fuzhou 3501o8,China)

机构地区：[1]福州大学经济与管理学院,福建福州350108

出　　处：《系统工程》2024年第4期90-101,共12页Systems Engineering

基　　金：福建省社会科学基金基地重大项目(FJ2022JDZ021)。

摘　　要：为研究考虑消费者行为的电商企业物流外包决策问题,首先综合考虑消费者行为、物流价格与物流服务水平对市场需求的影响,针对市场存在多家第三方物流服务商且可能存在隐匿服务能力信息的逆向选择问题,设计物流外包合约菜单,甄别其服务能力类型。在此基础上,运用吸引力模型描述市场需求及电商企业决策行为,对物流外包最优竞争数量及需求分配方案进行分析。结果表明,在电商企业物流外包决策过程中,考虑消费者行为的物流外包合约菜单能有效甄别第三方物流服务商私有的服务能力类型信息,但一定程度上会增加电商企业获取信息成本;当面临多家同一能力类型的第三方物流服务商参与竞争时,双包策略为最优选择,且有助于提高电商供应链总体效益。To research logistics outsourcing decision-making and incentive mechanism for e-commerce enterprises considering consumer behavior,firstly,the impact of consumer behavior,logistics price and logistics service level on market demand is comprehensively considered combining the actual features of the logistics outsourcing of e-commerce enterprises.Designing effective logistics outsourcing contract menu and screening the service capability types of third-party logistics service providers are devoted to solving the issue that service capability information of multiple third-party logistics service providers may be hidden in the market.Secondly,based on above,the attraction model is used to describe the market demand and the decision-making behavior for e-commerce enterprises.Moreover,the optimal competition quantity and demand allocation scheme of logistics outsourcing for e-commerce enterprises are further analyzed.The research results show that,in the process of logistics outsourcing for e-commerce enterprises,the logistics outsourcing contract menu considering consumer behavior can effectively screen the private service capability type information of third-party logistics service providers,but it can also increase the cost of obtaining information for e-commerce enterprises.Moreover,when there are multiple third-party logistics service providers of the same capability type participating in the competition,double-contracting strategy is the best choice and improve the overall benefit of the supply chain.

关 键 词：电商企业 物流外包决策 消费者行为 逆向选择 

分 类 号：F272[经济管理—企业管理]