The Competition And Cooperation Model Of E-Commerce Logistics Nodes In Rural Areas

On behalf of the gradual improvement of the urban logistics system, the e-commerce market is getting bigger and bigger. Since 2007, the major e-commerce companies and logistics companies began to invest network nodes in rural areas. The logistics chain extended to the vast rural market, providing distribution function to e-commerce goods,trying to eliminate the logistics boundaries between rural areas and the city. However, two key problems need to be solved in rural logistics network. First of all, the logistics industry has low profit, how to save money to extend the distribution range; secondly, the transportation distance is greatly increased, how to ensure the logistics service quality. In order to explore the solution, this paper has done the following research:(1) Logistics environment analysisFirst analyzes the characteristics of rural e-commerce market and logistics mode.Explains how e-commerce goods are transported to rural markets by logistics and distribution. Pointed out the existing problems and puts forward solutions to distribution,clarify the market environment and logistics environment.(2) Market competition analysisMarket competition analysis according to the operation mode of logistics network,using game theory. Taking rural e-commerce logistics node as the main body of market competition, the distribution service quality as strategy to build the separated decision-making and centered decision-making model. By comparing the optimal strategies and numerical simulation,pointed out the potential advantages of distribution cooperation.(3) Distribution optimization under horizontal cooperationBased on the potential advantages of cooperation and the spatial distribution characteristics of rural e-commerce market, suggest that the nodes should achieve horizontal cooperation, and then seek for a better distribution operation mode. At the same time,segmented markets according to their spatial characteristics, using the delay strategy idea to take different delivery operation scheme to different markets, finally saving resources and improving the service quality. Then, build the simulation model to provide decision support,and use simulation technology to evaluate the optimal effect of the delay strategy.(4) Empirical studyBased on the example of the Jiuxian town, compare the distribution efficiency and transit time between normal strategy and delay strategy, testing the reliability and practicability of the model. Prove in theory that by sharing market and take delay strategy can achieve optimization, which provides the basis for scientific decision making for rural e-commerce logistics network.In the situation that China's rural logistics development is relatively backward. There are still many problems to be solved in the process of integration of urban and rural transportation. The logistics, e-commerce industry environment are constantly changing,such as the road network, logistics facilities and rural residents' distribution and consumption habits. In the future researchers should continue to seek for improvement.