Research On Cooperation Mechanism And Interest Coordination Strategy Of Rural E-Commerce Logistics Joint Distribution

Along with the improvement of rural consumption power and the rapid development of e-commerce consumption patterns,so that making the Rural e-commerce logistics become the blue ocean of future economic development.As a distribution model that both can reduce the cost of distribution and improve the service level of distribution effectively,joint distribution can promote the development of Rural e-commerce logistics effectively and become an effective mode to solve the logistics distribution problem in Rural e-commerce and further activate the consumption potential in rural China.So research will be of great significance that to explore the application of joint distribution in Rural e-commerce logistics.The joint distribution requires the cost sharing,revenue sharing and close cooperation among partners and so on,however,the logistics industry is in a period of rapid growth of China at present,therefore,there are many small and medium-sized private logistics enterprises,and there are large differences in business strategies,management models and customer strategy among the enterprises,so that it is difficult to coordinate with each other.Therefore,the key problem of joint distribution for Rural e-commerce logistics is how to coordinate the cooperation and benefit distribution among the enterprises.Based on above,the following research is made in this paper:First of all,based on the analysis the current situation and distribution bottleneck of Rural e-commerce logistics development in China,to expounds the importance and necessity for joint distribution applied to Rural e-commerce logistics;Secondly,this paper constructs two evolutionary game models about joint distribution of horizontal alliance among logistics enterprises and the vertical cooperation between logistics enterprises and e-commerce platform enterprises under the self-organization environment,to analyze the game strategy selection,game evolution process,enterprise cooperation mechanism and interest coordination and so on between enterprise of joint distribution for Rural e-commerce logistics in our country,and use MATMAB for example simulation;Thirdly,this paper proposes to join the government as a third party intervener,then to construct the evolutionary game models about joint distribution of Rural e-commerce logistics under the government intervention to discusses the evolutionary game process and result of the government subsidies incentives and cooperation two kinds of intervention mechanisms,and use MATMAB for example simulation,so that this paper demonstrates the positive role of government intervention in solving the problem of joint distribution cooperation in the self-organization environment;Finally,the paper analyzes the cooperation mechanism and interest coordination in the process of joint distribution of Rural e-commerce logistics in different environments,and puts forward some suggestions that can promote the enterprise cooperation and interest coordination for joint distribution of Rural e-commerce logistics.The results of the research show that:(1)The cooperation among enterprises for joint distribution under the environment of self-organization are affected by many factors,which are not stable and there is no certainty model of cooperation:It can form a win-win cooperation between enterprises with similar scale in horizontal cooperation.However,input cost,operational risk and enterprise learning ability and external economy are the key factors that hinder cooperation between enterprises,while the increase in excess earnings and speculative punishment will make joint distribution more secure;In the vertical cooperation,the scale of the enterprises is more sensitive to cooperation.when the strength gap is larger,the small enterprises are more afraid to join the common distribution,and the cost and risk,interdependence and external economy are obstacles to cooperation,the excess return and fine are the contributing factors of cooperation.At the same time,there is the best proportion of profit distribution in cooperation,and its allocation should be positively related to the cost(2)Different government intervention methods have different incentive effects:Its incentive effect is hard to guarantee that the government encourages enterprises to distribute jointly with subsidies and there is a great risk of business misappropriation of funds;When the government and enterprises cooperate to build the joint distribution system of Rural e-commerce logistics,there is a deterministic model of comprehensive cooperation.In addition,the government can also promote the transformation of the uncertain type to the deterministic cooperative model by appropriately raising fines and ensuring that the enterprises obtain higher than the non-cooperative economic income.