Study On Interest Allocation Of E-commerce Logistics Terminal Common Distribution

In recent years, with the driving of promoting activities from the large e-commerce platforms, shopping online has become a trend. However, logistics distribution has become a bottleneck in the development of electronic commerce and the industry has drew attention to it, such as JD'logistics strategy, CAINIAO Net of Alibaba and the quick development of all the express delivery companies. Under the strategic layout of both e-commerce enterprise and logistic enterprise by applying the modern technology to distribution, large storage centers, located in the convenient traffic areas, have achieved efficient sorting and optimal path, providing an important guarantee for the material circulation. As a result, logistics cost controlling of one or two stage distributions have been effectively improved. While the terminal distribution, showing a small batch, high frequency, timeliness, etc, results in high cost and other problems, such as traffic jam and environment pollution. To improve the terminal distribution service quality, the enterprises invest in terminal their own distribution channels. Some companies with rich financial strength rent shop to create a unique distribution site, while smaller companies employed human tricycle in the open site of road for the distribution, which, in a certain extent, results in repeated construction and waste of resources. In addition to the weak consciousness of enterprises'participating and lower collaboration, the key problem is that benefit distribution of cooperation can't be well solved. At present, there has no scholar studying in-depth on the benefit allocation problem of e-commerce logistics terminal common distribution. Because of the profit distribution, joint distribution hasn't widely accepted. Therefore it's important to establish terminal joint distribution alliance and provide a set of scientific and reasonable profit distribution scheme.Firstly, this paper summarizes the electronic commerce logistics terminal distribution problems. In terms of system structure of E-commerce, it points out that logistics is an important link in the development of E-commerce. Based on field investigation and a large amount of data, it further discusses the characteristics of e-commerce logistics and explains the current problems of e-commerce logistics in detail. Then it analyzes the relationship between e-commerce logistics and terminal distribution, which draw a conclusion that the terminal distribution is the bottleneck of e-commerce logistics development. The characteristics of electronic commerce logistics, terminal distribution aspects of existence and various kinds of mode are discussed in detail.Secondly, based on the comparison of the pros and cons of the current various terminal distribution modules, it point out that the implementation of common distribution model is one of effective solution to solve the problem of terminal distribution. As a start point, this paper assumes to establish an alliance of terminal joint distribution to integrate the off-line terminal resource, construct the intelligent terminal joint distribution sites and propose construct mechanism, operation mechanism and optimization mechanism. Under the control of common distribution alliance distribution site has not only the basic function of highly efficient distribution, but also provides other additional features, such as on-site experience, payment collection, temporary storage. As the study of consumer demand is developed, more innovative services business will continue to be produced. In order to meet this requirement, this paper makes a thorough inquiry on the alliance member selection, construction goal, operation optimization problem.Finally, in the calculating process of alliance's profit distribution, this paper is based on Shapley value method and builds interest distribution model from the input line, contribution level, risk difference and service innovation. In order to make up the defects of the Shapley value method based on the contribution level, this paper introduces the risk difference and service innovation according to the actual situation to modify the Shapley value method respectively by the fuzzy comprehensive evaluation method. Because the four models solve the problem of distribution of interests from different angles, the independent solutions cannot be accepted. In order to avoid the subjectivity of the weight based on AHP, it determines the weight of different allocation methods through introducing TOPSIS, getting a comprehensive negotiation result. At the last, this paper verifies the rationality of benefit allocation model of common distribution alliance through an example. Therefore it will come true that common distribution is carried out in the e-commerce logistics terminal distribution link in the core of solving the problem of interest distribution.