Research On Cross Border E-Commerce Logistics Model Based On Game Theory And Fuzzy Comprehensive Evaluation

With the popularity of the internet and the deepening of economic globalization,consumers' conceptual has changed.Cross-border E-commerce has become the new current way of international trade.it has obvious advantages compared with traditional foreign trade.Therefore,it is developing rapidly all over the world,which its role and status has become increasingly prominent.Our country started cross-border E-commerce pilot from 2012 and has approved a number of cities as import and export services pilot cities and comprehensive pilot area.General Administration of Customs,commodity inspection,foreign currency and other relevant government departments have introduced policies to support cross-border E-commerce.More and more enterprises wade into the cross-border electricity industry.Thus cross-border E-commerce has been developing vigorously.The rapid development of cross-border E-commerce to promote the development of cross-border Logistics.Cross-border logistics mode is no longer confined to international parcel,international express or trustee incidentally and other traditional logistics mode and has sprang up many new logistics mode,such as bonded mode and overseas warehouse direct mail mode,etc.However,the cross-border logistics started late,the process is more complicated compared with domestic logistics.there exist many problems.It is urgent to study and solve the problem of high logistics cost.According to statistics,logistics cost accounted for 20%-30%of all cross-border commodity costs.It's important for enterprises to choose a reasonable logistics mode to reduce logistics costs,improve the consumer experience and competitiveness.In this paper,we take this problem as a research subject,as followed:Firstly,this paper discusses the development of cross-border E-commerce industry and national policy and analyzes its the logistics mode to summary the current logistics mode.There are mainly international parcel,international express,bonded mode and overseas warehouse direct mail mode.Then this paper introduces and compares them respectively.Secondly,this paper establishes evaluation index system.Based on analyzing the development status of cross-border logistics and influencing factors of existing logistics mode,this paper establishes the evaluation index system of cross-border logistics mode by studying the characteristics of cross-border industry,summarizing the related research results and considering effects of cross-border environment on logistics mode.Through the questionnaire survey,this paper uses the SPSS 19 to analyze the data to verify the reliability and validity of the evaluation index system.Therefore,the final evaluation index system is obtained.Thirdly,this paper builds evaluation model for the evaluation index system,because the index weight has great influence on the whole evaluation system.This paper uses Analytical Hierarchy Process(AHP),Entropy Weight Method and Principal Component Analysis(PCA)to get index weight,then gets comprehensive weight through combination the three weights by using Game theory.Therefore the weight is scientific and reasonable.Finally,the evaluation results are more objective,scientific and reasonable through Fuzzy Comprehensive Evaluation.Fourthly,the evaluation index system and the evaluation model are applied to the specific examples.Combined with the former summary of cross-border E-commerce,this paper selects the specific cross-border E-commerce enterprise to evaluate.Then we can find the proper logistics mode for the enterprise and verify the model is scientific.