Research On Logistics Distribution Models’ Selection Of The Chain Operation Enterprise Under The E-commerce Environment

With the rapid development and wide application of the Internet and e-commerce,more and more companies tend to build their own e-commerce platform. So far, theyhave had to consider the influence of e-commerce businesses. Chain operationenterprises we studied in this paper must follow the development trend and build theirown e-commerce platform, because the chain operators cannot be succeed withoutintegrated information management system. On the other hand, the key to success forchain operators lies in logistics distribution link, which is the source of profits. Whenthere is information management system as a safeguard, the chain operator enterprisesmust select the appropriate logistics distribution modes.Chain operation is known as the most successful business mode in the21stcentury. This business mode in our country has developed nearly20years and isdeveloping at an astonishing pace. In our country, forms of chain operation mainlyinclude all kinds of chain supermarkets, convenience stores, specialty stores, andshopping malls and so on. Chain enterprises streamline business activities, gaineconomies of scale and satisfy the daily needs of consumers through overall planningof the professional division of labor, and implement centralized management andstandardized operations. Because of such scale advantages, chain operations cansurvive.Firstly, the theory of e-commerce, Chain management and logistics distributionand the relationship between the three is reviewed, pointing out that the three theoriesare complementary and mutually reinforcing. Also, the current situation of thedevelopment of logistics of the United States and Japan is described, analyzing thesituation in our country, pointing out the deficiencies in logistics development, andlisting four common modern logistics distribution modes and some main factorsaffecting logistics distribution mode selection. Secondly, the paper introduced the SWOT analysis, decision-making matrixmethod which is used in the logistics mode selection commonly. Given these twoqualitative analysis methods are too vague and failing to consider all the factors,Analytic Hierarchy Process AHP and data envelopment analysis DEA are also appliedas quantitative analysis methods. Because of the strong subjectivity of AHP and highobjectivity of DEA, it is introduced that AHP and DEA combination weightassignment method, namely introducing an objective and subjective preferencecoefficient then linear weighting the weights obtained by the two methods to get theright value the final weights. This method can not only effectively reduce thesubjective arbitrariness of the assignment, but also take the decision maker’spreferences into account.Finally, based on the logistics distribution mode selection of Changchun Eurasiagroup, we choose the best logistics and distribution mode through the actual analysisand calculation, providing references for its future development.