The Research About The Choice Of Logistics Distribution Mode In Home Appliance Chain Enterprises Based On The O2O Mode’s Integration Of Online And Offline

IN 2014 the macroeconomic growth slowdown,channel competition intensifies, the boom of retail industry remains weak,household appliances retail sales fell 1.6% year on year.Meanwhile Internet retail sales increases in high speed.Iresearch statistics shows that in 2014 Chinese online shopping year-on-year grew by 48.7%.Facing new industry challenges,traditional retail industry speed up the transformation of O2 O mode,foster online market,and integrate online channel.The O2 O mode became the new blue ocean of home appliance retail chains.In the O2 O mode,the consumer can buy goods through online platform or offline entity shops,but the distribution of goods still need to be solved by logistics,so the choice of logistics distribution mode is a very important factor in the O2 O mode’s transformation of the traditional home appliance retail enterprise.Firstly this paper analyze the present situation and problems in the O2 O mode’s integration of online and offline,including the definition,function,characteristics and classification of O2 O,and the main content,the background of the O2 O mode’s integration of online and offline;Then this paper analyzes the unique demand in logistics service and the present situation of the home appliance chain.Meanwhile this paper take a comparative analysis on the application,and the advantages and disadvantages of the three common kinds of distribution mode----self-distribution, third-party distribution and combination of self-supporting and third-party distribution; And then this paper further analyzes the present situation,the necessity and new features in logistics distribution of the online and offline integration;Finally this paper proposes to solve the multi-objective decision problem----the home appliance chain enterprise logistics distribution mode choice by combining AHP and TOPSIS method.With the case of Suning appliance this paper shows the empirical analysis of this method in actual application,and put forward some suggestions on logistics distribution of Suning in the O2 O mode’s integration of online and offline.