周二博士论文打卡（八）：电子商务供应链物流服务模式优化策略研究精读（

时间：2023-03-13 16:38:01 | 来源：电子商务

时间：2023-03-13 16:38:01 来源：电子商务

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今天小编为大家带来博士论文《电子商务供应链物流服务模式优化策略研究》精读（8），

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Today, Xiaobian brings you the intensive reading of the doctoral dissertation "Research on the Optimization Strategy of E-commerce Supply Chain Logistics Service Mode" (8)，

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内容提要

亲爱的读者大家好，今天小编将从思维导图、精读内容、知识补充三个板块为大家带来博士论文《电子商务供应链物流服务模式优化策略研究》的第六章总结与展望，快来跟随小编一起学习吧！

Hello dear readers, today, Today, I will bring you the sixth chapter of 6 Summary and Outlook from the three sections of mind map, intensive reading content, and knowledge supplement to optimize the e-commerce logistics service model considering supplier competition， Come and follow the editor to learn!

正文

01

思维导图

02

精读内容

第六章首先总结了前几章中的研究结论，从作者的总结中，我们可以知道如下研究结果：

在基于平台运作情境的电子商务供应链物流服务模式优化研究中，电子商务采用不同的销售模式时，供应链和平台的物流服务偏好不相同。在电子商务供应链物流服务模式决策过程中引入供应商竞争，作者分析了三种不同的情形下的物流服务最优选择策略。在研究新兴的物流服务共享模式时，可以知道在合适的市场条件下，共享物流服务能够实现平台与第三方卖家之间的双赢。考虑第三方卖家可自主选择是否接受物流服务共享时，电子商务平台可以通过降低物流服务价格来激励第三方卖家接受物流服务共享，以实现平台与第三方卖家之间的双赢。

Chapter 6 first summarizes the findings in the previous chapters, and from the authors' summary, we can know the following findings.

In the study of e-commerce supply chain logistics service mode optimization based on the platform operation context, the logistics service preferences of the supply chain and platform are different when e-commerce adopts different sales models. Supplier competition is introduced in the decision-making process of e-commerce supply chain logistics service model, and the authors analyze the optimal selection strategy of logistics services in three different situations. In studying the emerging logistics service sharing model, it is known that under the right market conditions, shared logistics services can achieve a win-win situation between the platform and the third-party sellers. When considering that third-party sellers can independently choose whether to accept logistics service sharing, e-commerce platforms can incentivize third-party sellers to accept logistics service sharing by reducing the price of logistics services to achieve a win-win situation between the platform and third-party sellers.

作者的研究所得结论可以为电子商务行业中的实践者（如电子商务平台、产品供应商和第三方卖家等）提供决策参考。如为有效提高物流服务质量和消费者服务体验，电子商务相关企业在选择物流服务模式时需要着重考虑电子商务平台运作情境的作用与影响；为有效提升物流服务质量和供应链整体运营效率，电子商务相关企业应根据产品之间的替代关系设计并选择差异化的物流服务运营策略。

The conclusions of the authors' study can be used as a reference for decision making by practitioners in the e-commerce industry (e.g., e-commerce platforms, product suppliers, and third-party sellers). For example, in order to effectively improve logistics service quality and consumer service experience, e-commerce-related enterprises need to consider the role and influence of e-commerce platform operation context when selecting logistics service mode; in order to effectively improve logistics service quality and overall supply chain operation efficiency, e-commerce-related enterprises should consider the role and influence of e-commerce platform operation context according to the substitution relationship between products.

To effectively improve the quality of logistics services and the overall operational efficiency of the supply chain, e-commerce-related enterprises should design and select differentiated logistics service operation strategies based on the substitution relationship between products.

在最后，作者也总结了研究中存在的不足之处。（1）文章中假设市场需求是确定的。而在行业实践中，由于消费者偏好和社会经济环境等因素的影响，产品供应商和电子商务平台所面临的市场需求通常都是不确定的。（2）研究是在完全信息的假设条件下探讨了三种场景下的电子商务供应链物流服务模式优化策略。然而，电子商务供应链各成员企业之间通常存在着信息不对称问题，如物流服务提供方会隐藏自身物流服务质量和物流服务成本信息等。（3）文章假设平台模式和混合模式下电子商务平台的佣金率是外生给定的，不会随着物流服务模式的变化而改变。但现实中，针对部分类别的产品，电子商务平台会根据产品所采用物流服务模式的差异收取不同比例的佣金。（4）本文仅考虑了上游产品供应商之间的竞争对最优物流服务模式选择策略的影响。

At the end, the authors also summarize the shortcomings of the study. (1) The article assumes that the market demand is deterministic. In industry practice, the market demand faced by product suppliers and e-commerce platforms is usually uncertain due to factors such as consumer preferences and socio-economic environment. (2) The study is to explore the optimization strategies of e-commerce supply chain logistics service models under three scenarios under the assumption of complete information. However, there is usually an information asymmetry problem among the members of e-commerce supply chain, such as logistics service providers will hide their logistics service quality and logistics service cost information. (3) The article assumes that the commission rate of e-commerce platform under platform mode and hybrid mode is exogenously given and will not change with the change of logistics service mode. However, in reality, for some categories of products, e-commerce platforms will charge different percentages of commissions according to the differences of logistics service modes adopted by the products. (4) In this paper, only the influence of competition among upstream product suppliers on the optimal logistics service mode selection strategy is considered.

03

知识补充

作者在研究问题时，运用到了效用理论方法，下面简单介绍一下什么是效用理论

效用理论（又称消费者行为理论）用来分析决策者对待风险的态度的理论，也称为优先理论。效用理论是研究消费者如何在各种商品和劳务之间分配他们的收入，以达到最大满足。一种以基数效用论为基础的边际效用分析；一种以序数效用论为基础的无差异曲线分析。

决策往往受决策领导者主观意识的影响，领导者在决策时要对所处的环境和未来的发展予以展望，对可能产生的利益和损失作出反应，在决策问题中，把领导人这种对于利益和损失的独特看法、感觉、反应或兴趣，称为效用。效用实际上反映了领导者对于风险的态度。高风险一般伴随着高收益。对待数个方案，不同的领导者采取不同的态度和抉择。

效用：指消费者在消费商品时所感受的满足程度。它取决于消费该物品的消费者的主观感受。它有别于物品的使用价值。

The authors use the utility theory approach in their research questions, and here is a brief description of what utility theory is

Utility theory (also known as consumer behavior theory) is a theory used to analyze the attitudes of decision makers toward risk, also known as preference theory. Utility theory is the study of how consumers allocate their income among various goods and services in order to achieve maximum satisfaction. One type of marginal utility analysis is based on the base utility theory; one type of non-differential curve analysis is based on the ordinal utility theory.

Decisions are often influenced by the subjective consciousness of the decision leader, who looks ahead to the environment and future developments and reacts to the possible benefits and losses that may arise. In decision problems, this unique perception, feeling, reaction or interest of the leader regarding benefits and losses is referred to as utility. Utility actually reflects the leader's attitude toward risk. High risk is generally accompanied by high gain. Different leaders adopt different attitudes and choices when dealing with several options.

Utility: The degree of satisfaction that consumers feel when they consume a good. It depends on the subjective feeling of the consumer who consumes the item. It is different from the use value of the item.

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参考资料：Deepl翻译

参考文献：覃雪莲. 电子商务供应链物流服务模式优化策略研究[D].华中科技大学,2021.