Research On Benefit Channel And Allocation Mechanism Of Ecotype Logistics Information Platform

Although the logistics industry of China has kept a generally healthy and steady growth in recent years.The operating inefficiency of freight vehicles and asymmetric information between cargo and vehicles are still the crucial obstacles to its development.An effective solution is to build a logistics information platform which is transferring from the traditional one to ecotype platform under following backgrounds.Firstly,the market competition in logistics becomes much intense.While new information technology gets extensive use,such as big data,cloud computing and block chain.Also,the government strongly promotes the construction of the logistics ecosystem.Thus,there are significant changes in logistics information platform's target customers,service functions,operating modes and profit modes.It's essential to allocate the platform benefits in a fair and reasonable way,which can help decision-makers to decide the appropriate scale,scientific strategy,rational goals and investment ways.It also contributes to promoting the cooperation of all participants so as to accelerate the healthy and sustainable development of the ecotype logistics platform.Therefore,this research studies the benefit channels and allocation mechanism of the ecotype logistics platform in four aspects as follows.(1)The related concepts and operation modes of the ecotype logistics platform are analyzed.Based on thoughts of commercial ecosystem and logistics information platform,its connotation and development goals are proposed integrated existing research results.When compared to the traditional platform,characteristics of the ecotype logistics platform are summarized in four aspects including the properties,participating agents,operation modes and benefit channels.The operation modes are specifically researched according to the participants and their relationships among which this study is focus on the mode relying on freight vehicles transportation.Besides,a frame of this mode is developed considering participating agents and core business.(2)A model is constructed to calculate the platform benefit after analyzing the benefit channels of the ecotype logistics platform.This study considers various cooperation modes of six industry chains,which are logistics,freight vehicle aftermarket,finance,big data,purchase and e-commerce.Their source of profit and composition of benefit channel is discussed respectively on the basis of their business modes and flows of information,capital and service.Considering theoretical research results and actual research data,12 models of four existing channels are built.Meanwhile the results of benefits channels analysis predict the allocation problems between participating agents in finance and big data industry chain,which points out the research objects for the study of benefit allocation mechanism.(3)A mechanism is designed for the platform benefit allocation.According to the cooperation modes and business characteristics of participants in the platform,this study sets three allocation principles including win-win,fairness and structure optimization.Then,five risk factors are taken into consideration,which are investment,contribution,risk,cooperating possibility and creativity.The first step of this mechanism is to decide initial benefit allocation under creativity incentive policy with investment consideration.And the cooperation of participating agents are dynamic.Then,considering the first four risk factors,a benefit allocation solution based on Shapely-ANP method is determined.At last,the final allocation solution is achieved by correcting the previous one under the influence of the fifth risk factor.(4)The empirical research is studied based on the jd-intelligence logistics ecoplatform.The cooperation modes and benefit channels of this platform are put forward.After calculating and forecasting the profit of platform proprietor through the new models and data fitting method,the result shows the profit will increase exponentially.By 2020,the total profit of the platform proprietor is going to reach 24.7 billion,49.0% from the financial service and 48.8% from the aftermarket service of freight vehicles.Finally,the correctness and rationality of the models are proved by the analysis of solutions.