周二博士論文打卡（八）：電子商務(wù)供應(yīng)鏈物流服務(wù)模式優(yōu)化策略研究精讀（

時(shí)間：2023-03-13 16:38:01 | 來(lái)源：電子商務(wù)

時(shí)間：2023-03-13 16:38:01 來(lái)源：電子商務(wù)

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今天小編為大家?guī)?lái)博士論文《電子商務(wù)供應(yīng)鏈物流服務(wù)模式優(yōu)化策略研究》精讀（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)，

welcome your visit carefully!

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內(nèi)容提要

親愛(ài)的讀者大家好，今天小編將從思維導(dǎo)圖、精讀內(nèi)容、知識(shí)補(bǔ)充三個(gè)板塊為大家?guī)?lái)博士論文《電子商務(wù)供應(yīng)鏈物流服務(wù)模式優(yōu)化策略研究》的第六章總結(jié)與展望，快來(lái)跟隨小編一起學(xué)習(xí)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

思維導(dǎo)圖

02

精讀內(nèi)容

第六章首先總結(jié)了前幾章中的研究結(jié)論，從作者的總結(jié)中，我們可以知道如下研究結(jié)果：

在基于平臺(tái)運(yùn)作情境的電子商務(wù)供應(yīng)鏈物流服務(wù)模式優(yōu)化研究中，電子商務(wù)采用不同的銷售模式時(shí)，供應(yīng)鏈和平臺(tái)的物流服務(wù)偏好不相同。在電子商務(wù)供應(yīng)鏈物流服務(wù)模式?jīng)Q策過(guò)程中引入供應(yīng)商競(jìng)爭(zhēng)，作者分析了三種不同的情形下的物流服務(wù)最優(yōu)選擇策略。在研究新興的物流服務(wù)共享模式時(shí)，可以知道在合適的市場(chǎng)條件下，共享物流服務(wù)能夠?qū)崿F(xiàn)平臺(tái)與第三方賣家之間的雙贏?？紤]第三方賣家可自主選擇是否接受物流服務(wù)共享時(shí)，電子商務(wù)平臺(tái)可以通過(guò)降低物流服務(wù)價(jià)格來(lái)激勵(lì)第三方賣家接受物流服務(wù)共享，以實(shí)現(xiàn)平臺(tái)與第三方賣家之間的雙贏。

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.

作者的研究所得結(jié)論可以為電子商務(wù)行業(yè)中的實(shí)踐者（如電子商務(wù)平臺(tái)、產(chǎn)品供應(yīng)商和第三方賣家等）提供決策參考。如為有效提高物流服務(wù)質(zhì)量和消費(fèi)者服務(wù)體驗(yàn)，電子商務(wù)相關(guān)企業(yè)在選擇物流服務(wù)模式時(shí)需要著重考慮電子商務(wù)平臺(tái)運(yùn)作情境的作用與影響；為有效提升物流服務(wù)質(zhì)量和供應(yīng)鏈整體運(yùn)營(yíng)效率，電子商務(wù)相關(guān)企業(yè)應(yīng)根據(jù)產(chǎn)品之間的替代關(guān)系設(shè)計(jì)并選擇差異化的物流服務(wù)運(yùn)營(yíng)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，作者也總結(jié)了研究中存在的不足之處。（1）文章中假設(shè)市場(chǎng)需求是確定的。而在行業(yè)實(shí)踐中，由于消費(fèi)者偏好和社會(huì)經(jīng)濟(jì)環(huán)境等因素的影響，產(chǎn)品供應(yīng)商和電子商務(wù)平臺(tái)所面臨的市場(chǎng)需求通常都是不確定的。（2）研究是在完全信息的假設(shè)條件下探討了三種場(chǎng)景下的電子商務(wù)供應(yīng)鏈物流服務(wù)模式優(yōu)化策略。然而，電子商務(wù)供應(yīng)鏈各成員企業(yè)之間通常存在著信息不對(duì)稱問(wèn)題，如物流服務(wù)提供方會(huì)隱藏自身物流服務(wù)質(zhì)量和物流服務(wù)成本信息等。（3）文章假設(shè)平臺(tái)模式和混合模式下電子商務(wù)平臺(tái)的傭金率是外生給定的，不會(huì)隨著物流服務(wù)模式的變化而改變。但現(xiàn)實(shí)中，針對(duì)部分類別的產(chǎn)品，電子商務(wù)平臺(tái)會(huì)根據(jù)產(chǎn)品所采用物流服務(wù)模式的差異收取不同比例的傭金。（4）本文僅考慮了上游產(chǎn)品供應(yīng)商之間的競(jìng)爭(zhēng)對(duì)最優(yōu)物流服務(wù)模式選擇策略的影響。

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

知識(shí)補(bǔ)充

作者在研究問(wèn)題時(shí)，運(yùn)用到了效用理論方法，下面簡(jiǎn)單介紹一下什么是效用理論

效用理論（又稱消費(fèi)者行為理論）用來(lái)分析決策者對(duì)待風(fēng)險(xiǎn)的態(tài)度的理論，也稱為優(yōu)先理論。效用理論是研究消費(fèi)者如何在各種商品和勞務(wù)之間分配他們的收入，以達(dá)到最大滿足。一種以基數(shù)效用論為基礎(chǔ)的邊際效用分析；一種以序數(shù)效用論為基礎(chǔ)的無(wú)差異曲線分析。

決策往往受決策領(lǐng)導(dǎo)者主觀意識(shí)的影響，領(lǐng)導(dǎo)者在決策時(shí)要對(duì)所處的環(huán)境和未來(lái)的發(fā)展予以展望，對(duì)可能產(chǎn)生的利益和損失作出反應(yīng)，在決策問(wèn)題中，把領(lǐng)導(dǎo)人這種對(duì)于利益和損失的獨(dú)特看法、感覺(jué)、反應(yīng)或興趣，稱為效用。效用實(shí)際上反映了領(lǐng)導(dǎo)者對(duì)于風(fēng)險(xiǎn)的態(tài)度。高風(fēng)險(xiǎn)一般伴隨著高收益。對(duì)待數(shù)個(gè)方案，不同的領(lǐng)導(dǎo)者采取不同的態(tài)度和抉擇。

效用：指消費(fèi)者在消費(fèi)商品時(shí)所感受的滿足程度。它取決于消費(fèi)該物品的消費(fèi)者的主觀感受。它有別于物品的使用價(jià)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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參考資料：Deepl翻譯

參考文獻(xiàn)：覃雪蓮. 電子商務(wù)供應(yīng)鏈物流服務(wù)模式優(yōu)化策略研究[D].華中科技大學(xué),2021.