物流与电商企业结合的物流网络外部性探讨

摘要

从网络外部性相关理论出发，对网络外部性环境所包含的内容进行了详细阐述，在此基础上深入分析了网络外部性环境下对物流企业所产生的主要影响，同时介绍了实现物流与电商企业结合的关键因素。由实际出发，提出物流企业进行差异化营销的三个核心环节：创新自营物流、虚拟化协同和分工细化，以充分利用物流网络的外部性特征。%In this paper, starting from the theory on network externality, we analyzed in-depth the major impacts produced by the logistics enterprise under the network externality environment, then introduced the key factors in the combination of the logistics and e-business enterprises, and next, from a practical perspective, proposed the three core links in the differentiated marketing strategy of the logistics enterprises.