【摘要】：得益于城市物流體系日漸完善,消費品的電子商務市場越來越大,并深刻地改變了城市居民的消費習慣。自2007年起,各大電商企業(yè)、快遞企業(yè)等便開始在農村布設加盟網點,把物流鏈延伸到了廣大農村消費市場,為電子商務消費品提供流通功能支撐,試圖消除農村和城市的商品流通隔閡。然而在農村布設物流網點需要解決兩個關鍵問題。首先,商品流通行業(yè)已經低利潤率的情形下,如何節(jié)約繼續(xù)延伸配送范圍需要承擔的高昂物流成本;其次,在運輸距離被大幅度延長的情況下,如何保證物流服務水平。為了探索解決方案,本文主要做了以下研究工作:(1)物流環(huán)境分析首先分析了農村電商消費市場的特征、商品流通渠道以及配送環(huán)節(jié)的運作模式,闡述了電商消費品是如何通過物流途徑運送到農村市場的,進而指出配送環(huán)節(jié)存在的問題并提出解決方案,以明確市場環(huán)境和物流環(huán)境。(2)網點服務競爭分析根據網點的物流運作模式進行市場競爭分析,利用博弈論,以面向農村電子商務的物流網點為市場競爭主體、以配送服務水平為策略建立分散決策的競爭模型、集中決策的合作模型,通過最優(yōu)戰(zhàn)略對比和數值仿真分析,指出合作配送存在潛在優(yōu)勢。(3)競爭合作下的配送仿真與優(yōu)化根據農村電商消費市場空間分布特征建立配送仿真,構建競爭合作下的配送作業(yè)量化評價,然后根據這樣的空間分布特征進行市場細分,提出運用延遲策略的理念對不同的市場采取不同的配送作業(yè)組織方案,最終達到節(jié)約資源消耗、提高服務水平的效果。最后建立仿真提供決策支持,利用仿真技術評價采取常規(guī)策略下競爭合作對比、采取延遲策略下合作的配送作業(yè)優(yōu)化效果。(4)實證研究通過舊縣鎮(zhèn)實例,以仿真對比了競爭與合作情形、常規(guī)策略和延遲策略下的配送效率及在途時間差異,驗證了模型的可靠性和實用性。從理論上證明了,通過合作來整合市場并采取延遲策略是可以實現(xiàn)大幅優(yōu)化的,從而為農村電商物流網點提供了科學決策的依據。在我國農村物流在發(fā)展相對落后的現(xiàn)實情形下,尚有許多問題亟待解決,在城鄉(xiāng)物流一體化建設的過程中,電商產業(yè)的市場環(huán)境和物流環(huán)境都在不停發(fā)展變化,如公路網絡的形態(tài)、物流設施的狀況及農村居民聚居分布形態(tài)、消費習慣,未來應根據現(xiàn)實條件不斷尋求新的改進優(yōu)化方法。
[Abstract]:Thanks to the improvement of the urban logistics system, the e-commerce market of consumer goods has become larger and bigger, and has profoundly changed the consumption habits of urban residents. Since 2007, the major e-commerce enterprises, express delivery enterprises and so on began to set up in rural areas to join the network, extending the logistics chain to the vast rural consumer market, to provide functional support for the circulation of e-commerce consumer goods. Trying to bridge the gap between rural and urban commodity circulation. However, two key problems need to be solved in setting up logistics outlets in rural areas. First, the commodity circulation industry has low profit rate, how to save the high logistics cost to continue to extend the scope of distribution; secondly, how to ensure the level of logistics service when the transportation distance is greatly extended. In order to explore the solution, this paper mainly does the following research work: (1) the analysis of the logistics environment firstly analyzes the characteristics of rural e-commerce consumer market, commodity circulation channels and the operation mode of distribution links. This paper expounds how the electronic commerce consumer goods are transported to the rural market through the way of logistics, and points out the problems existing in the distribution links and puts forward the solutions. In order to clarify the market environment and logistics environment. (2) the network service competition analysis according to the network logistics operation mode to carry on the market competition analysis, uses the game theory, takes the logistics network which faces the countryside electronic commerce as the market competition main body, The competition model of decentralized decision and the cooperative model of centralized decision are established based on the strategy of distribution service level, and the optimal strategy comparison and numerical simulation analysis are carried out. The potential advantages of cooperative distribution are pointed out. (3) Distribution simulation and optimization under competition and cooperation are established according to the spatial distribution characteristics of rural e-commerce consumption market, and quantitative evaluation of distribution operations under competitive cooperation is constructed. Then according to the spatial distribution characteristics of market segmentation, the concept of delay strategy is proposed to different markets to take different distribution operation organization plan, finally achieve the effect of saving resource consumption and improving service level. Finally, the simulation is established to provide decision support, and simulation technology is used to evaluate the effect of competitive cooperation under conventional strategy and cooperation under delay strategy. (4) A case study of old county and town is carried out. The simulation results show the reliability and practicability of the model by comparing the distribution efficiency and the difference of the time on the way under the conventional strategy and the delay strategy in the case of competition and cooperation. It has been proved theoretically that it is possible to optimize the market by cooperation and adopt the delay strategy, which provides a scientific basis for the decision of the rural e-commerce logistics network. There are still many problems to be solved under the situation that the development of rural logistics in our country is relatively backward. In the process of the integration of urban and rural logistics, the market environment and logistics environment of e-commerce industry are constantly developing and changing. For example, the form of highway network, the condition of logistics facilities, the distribution pattern of rural residents and the consumption habits, we should constantly seek new methods of improvement and optimization according to the actual conditions in the future.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F252

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