Research On Crowdsourcing Logistics Operation Strategy Basrd On Public Participation Behavior

With the continuous development of the "Internet plus" and share of the economy,crowdsourcing mode is a new form in the public view,crowdsourcing mode refers to the public to participate in the production of the enterprise through the crowdsourcing platform,sales and service activities.Crowdsourcing logistics is the application of crowdsourcing mode in the field of logistics.The core concept of crowdsourcing logistics is that everyone can act as a logistics distributor.The process of crowdsourcing logistics is the crowdsourcing logistics companies release the package logistics task on the platform of public package logistics,the public through the crowdsourcing logistics platform to grab the list,the complete package logistics distribution staff can deliver the goods on time and accurately to the customers' hands,and the corresponding compensation can be obtained.Compared to traditional logistics,crowdsourcing logistics has the advantages of integrating social resources and saving enterprise costs.Compared to traditional logistics,crowdsourcing logistics has the disadvantages of leakage of goods and leakage of users' information.Based on the existing literature,according to the advantages and disadvantages of crowdsourcing logistics,and considering the competitive environment of crowdsourcing logistics in real life comprehensively,this paper adopts game theory as a method of establishing mathematical models and formulating optimal competitive strategies through individual forecasting and actual behavior,and establishes game model to analyze the revenue of crowdsourcing logistics,so as to formulate a way to promote the development of crowdsourcing logistics.By introducing the factor of public participation into the traditional Hotelling game model,the pricing strategy of crowdsourcing logistics based on public participation behavior is constructed.According to the Hotelling game model,the pricing decisions of professional logistics companies and crowdsourcing logistics companies at the same time,and the pricing decisions of crowdsourcing logistics companies are made by professional logistics companies first and then by crowdsourcing logistics companies are compared.By introducing the mass order rate and the order response rate of the professional logistics distributors in the traditional Hotelling game model,the distribution model of crowdsourcing logistics based on public participation behavior is constructed.We analyze the revenue function of the crowdsourcing logistics company under the conditions of complete crowdsourcing and partial crowdsourcing.The distribution model for crowdsourcing logistics companies to reduce risks and increase profits is determined.By introducing the factor of public participation into the traditional principal-agent game model,the incentive strategy for crowdsourcing logistics based on public participation is established.According to the principal-agent game model,only penalty strategy and non-material incentive strategy are introduced.Under the system of crowdsourcing logistics distributors' efforts,the analysis concludes that crowdsourcing logistics companies can improve the degree of public participation in crowdsourcing logistics and improve the incentive strategy of crowdsourcing logistics distributors' distribution efforts.According to the results of Hotelling game model and principal-agent game model,we can analyze the operation strategy suitable for the development of crowdsourcing logistics companies.Firstly,in terms of pricing mechanism,when crowdsourcing logistics companies and professional logistics companies compete,crowdsourcing logistics companies can gain more profits by choosing the market structure of professional logistics companies to decide the price first,crowdsourcing logistics companies to decide the price later;when the value of utility loss caused by low public participation is small,with the increasing degree of public participation in crowdsourcing logistics companies,crowdsourcing logistics companies will reduce prices to compete with professional logistics companies;when the value of utility loss caused by low public participation is quite large,with the increasing degree of public participation in crowdsourcing logistics,crowdsourcing logistics companies will increase prices appropriately to compete with professional logistics companies.Secondly,in terms of distribution model,the distribution model of crowdsourcing logistics company in the early stage of entering the market is to reduce the risk of lower level of mass participation in crowdsourcing logistics and lower level of logistics distribution service by recruiting some professional logistics distributors;with the increasing degree of mass participation in crowdsourcing logistics,the distribution model of crowdsourcing logistics company is to make full use of the low-cost advantages of crowdsourcing logistics distributors in completing logistics distribution tasks.When the low-cost advantages of crowdsourcing logistics distributors in completing logistics distribution tasks are very obvious,the level of distribution services between crowdsourcing logistics companies and professional logistics companies is small,and the enthusiasm of the public to participate in crowdsourcing logistics is very high,crowdsourcing logistics companies can adopt the distribution model of full crowdsourcing,which is we don't need to recruit professional logistics distributors.Thirdly,in terms of incentive strategy,setting non-material incentive strategy in crowdsourcing logistics companies can improve the effort level of crowdsourcing logistics distributors,reduce operating costs and improve customer satisfaction.Therefore,when crowdsourcing logistics companies set incentive strategy,crowdsourcing logistics companies can combine material incentive with non-material incentive to increase public participation behavior from both material and spiritual levels,strive to complete the task of crowdsourcing logistics distribution,improve the level of crowdsourcing logistics distribution services,improve customer satisfaction with crowdsourcing logistics,and improve the total revenue of crowdsourcing logistics companies.