B2C E-commerce Free Shipping Strategy Considering Consumer's Time Sensitivity During E-commerce Festival

With the rapid development of the Internet,the rise of the e-commerce industry,online shopping has become popular and popular,and e-commerce shopping festivals have emerged to further stimulate consumption.However,the large-scale promotion of e-commerce has caused a long-standing problem-delayed delivery.Although logistics companies always increase their investment in the early stage of the e-commerce festival,the problem of delivery delays has been difficult to solve in the short term.The deterioration of the online shopping experience during the E-Commerce Festival caused problems such as returning,unwilling to purchase,and reduced heat.In fact,starting from the logistics company to solve the problem of delivery delay can not be paid,e-commerce companies need to spread the huge order amount to a longer period of time to solve.That is,through the "sharp peak" to reduce the average daily shipments.Therefore,this paper proposes a conditional free shipping strategy that considers consumer time sensitivity to mitigate the order delay problem.During the e-commerce promotion period,consumers'delivery time needs vary greatly.Therefore,according to the difference in consumer sensitivity to delivery time,e-commerce companies can differentiate orders according to consumer time sensitivity,priority orders delivery fast,and non-emergency orders delay delivery.This paper studies 1)In the e-commerce promotion period,should e-commerce companies adopt a double-threshold free shipping strategy that considers consumer time sensitivity?2)What is the impact of the time-sensitive double-threshold free shipping strategy on the profit and logistics costs of e-commerce companies?In this paper,the single-threshold free shipping strategy without considering consumer time sensitivity and the double threshold free shipping strategy considering consumer time sensitivity are studied respectively for e-commerce enterprises in the context of self-operated logistics and logistics outsourcing.Specifically,through the idea of game theory,this paper first obtains the relationship between the consumer's decision variables and the e-commerce enterprise's free shipping threshold,freight and delayed delivery time by maximizing the consumer residual function.Then,the obtained optimal purchase amount of the consumer is substituted into the profit function of the e-commerce enterprise,and the optimal condition free shipping policy is obtained by maximizing the profit function of the e-commerce enterprise.Through numerical analysis and sensitivity analysis,the relationship between e-commerce enterprise profit and free shipping threshold,market demand scale,freight cost and delayed delivery time is obtained.And some suggestions for guiding e-commerce companies to develop conditional free shipping strategies are given.Through the above research,this paper finds:1)Whether it is for self-operated logistics e-commerce enterprises or logistics outsourcing e-commerce enterprises,the double threshold free shipping strategy based on consumer time sensitivity is beneficial to alleviate the order delay during e-commerce promotion period.Problems and increase corporate profits.2)The single-threshold strategy that does not consider consumer time sensitivity is more suitable for the normal sales period.The double-threshold strategy considering consumer time sensitivity is more suitable for the e-commerce promotion period.3)In the e-commerce promotion period,when the enterprise adopts the double threshold strategy considering the consumer time sensitivity,the gap between the lower threshold and the higher threshold should not be too large or too small,so as to avoid the difficulty of screening the market.Consumer types with different time sensitivity.4)The delayed delivery time corresponding to the lower threshold should not be too large or too small,and should be limited to the longest tolerance time in the market.There are 19 figures,7 tables,and 66 references in this paper.