Research On The Causes And Evolution Mechanism Of The Trust Relationship In The City Distribution Strategy Alliance

With the development of e-commerce and the change of retail mode,the demand for city logistics is increasing.The city distribution is known as the "last kilometer" of logistics.Developing the distribution of the city has a very critical role in the overall reduction of the logistics field,which has aroused extensive concern in the modern logistics academia.With the help of the Internet and the sharing economy,the freight car platform of the city distribution network(hereinafter referred to as the "city distribution platform")has sprung up.In the face of the rise of the distribution platform in the same city and the increasingly fierce competition in the distribution market of the city,the focus of the market competition has gradually changed from the service of the terminal customer(C terminal),the small small enterprise(the small B end)to the service of the enterprise class customer(B).In the face of the continuous improvement of B terminal customer distribution needs and professional level,the single platform is trapped in the rising cost of services and exacerbated the operational risk.Under such realistic background,it is a very important path choice to choose the strategic alliance of logistics enterprises with the ability of distribution in the same city.Because the alliance is influenced by the indeterminate factors such as large resource input,complex and changeable service link and leaked alliance customer information,the trust relationship among members is the foundation of cooperation and the important governance mechanism of alliance.Therefore,studying the generation and evolution mechanism of trust relationship in alliance to solve alliance governance is an important problem faced by the strategic alliance of the same city.First of all,we analyze the status and characteristics of the distribution platform and the logistics enterprise alliance,and find that the establishment of the trust relationship is mainly restricted by the concept,ability and credit environment,and the mechanism of trust between the distribution platform of the city and the logistics enterprises is analyzed by game theory.The alliance needs to make certain incentives or penalties,or need to establish long-term cooperative relations,so that the mutual trust between the distribution platform of the city and the strategic alliance of the logistics enterprises can be generated.Secondly,evolutionary game theory and numerical simulation method are used to construct evolutionary game model to analyze the evolution mechanism of the trust relationship between the distribution platform of the city and the strategic alliance of logistics enterprises,and the evolutionary path of the trust relationship and the influence of the factors on the evolution results are studied.The model calculation and data simulation show that the trust relationship of both parties will develop steadily when the party's trust punishment is enough to make up the risk cost of the other party,but if it can not be made up,the optimal income distribution coefficient and the risk reduction are determined by improving the alliance revenue of the distribution platform of the city and the logistics enterprise alliance.The cost will have a positive impact on the evolution path of trust relationship between the two parties.Finally,based on the above research,from the three aspects of improving the income of strategic alliance,rational distribution of alliance income,and strengthening risk management,this paper constructs the guarantee measures of the trust relationship between the distribution platform of the city and the logistics enterprise alliance.