爆仓危机中网络零售企业物流伙伴选择机制

摘要

为了解决网络促销时的超量订单和物流企业滞后的服务能力引发的爆仓危机,在不进行高额固定资源投入的前提下,从网络零售商临时性超额订单的物流解决方案人手,提出电商企业设置物流服务限价和物流企业自主报价两种物流伙伴选择模式.根据各模式中物流合作形式和订单分配方案的不同,分别构建了物流服务商选择过程中的动态博弈模型.在分析各利益主体最大期望效用的基础上,通过数值仿真研究了物流企业数量和规模、电商企业促销品类、共享信息失真等因素对外包物流模式选择的影响,并根据爆仓情形下网络零售商的物流决策,以及物流企业的应对方式提出了对策和建议.%To solve the logistics issues of online retailers' temporary excess orders,two stream partner selection modes under the premise of no high fixed investment resources were raised,which were the business enterprise set a logistics services prices and the logistics enterprises gave their quotation.According to different forms of logistics cooperation in each mode and order allocation scheme,the dynamic game models were constructed to logistics service provider selection process respectively.Based on analysis of the stakeholders' maximum expected utilities,the influence of factors on logistics outsourcing mode selection were researched by numerical simulation,such as the number and size of logistics enterprises,the promotion category of commercial enterprises and the sharing information distortion.On this basis,the corresponding countermeasures for logistics decision of overwhelmed warehouses on both online retailers and logistics enterprises were proposed.