Research On The Selection Of Overseas Warehouse Construction Mode Of B2C Cross-Border E-Commerce Platform

In the context of the era of globalization,China's B2 C cross-border e-commerce industry is booming,a large number of B2 C cross-border e-commerce platforms are emerging,competition in the industry is intensifying,and consumers' demand for high-quality B2 C cross-border e-commerce services is gradually increasing.However,the development of the traditional cross-border logistics system is relatively backward.Inadequate quality logistics services have seriously affected consumers' shopping experience,and overseas warehouses have emerged.Overseas warehouses have the advantages of short delivery cycle and high security,which can improve the existing cross-border logistics system and help B2 C cross-border e-commerce platforms to configure global resources.Due to the different characteristics of different overseas warehouse construction models,how to choose a suitable overseas warehouse construction model according to the macro and micro environment in the context of new global competition is a problem that my country's B2 C cross-border e-commerce platform needs to think carefully.First,based on the literature review of the relevant theories of B2 C cross-border e-commerce,cross-border logistics and overseas warehouses,this article provides a theoretical basis for the selection of B2 C cross-border e-commerce platform overseas warehouse construction models.Then starting from the current situation and characteristics of the B2 C cross-border e-commerce platform,combined with the comparative analysis of overseas warehouses and common cross-border logistics models and the comparative analysis of three different overseas warehouse construction models,it is considered that the competition in the cross-border e-commerce industry is intensifying Under the background,the B2 C cross-border e-commerce platform can use overseas warehouses to obtain new profit growth points,and the research on the choice of B2 C cross-border e-commerce platform overseas warehouse construction model also has positive significance.Secondly,through the analysis of the macro and micro factors affecting the choice of overseas warehouse construction mode,this article establishes a selection index system,including 4 first-level indicators of market competition environment,overseas warehouse service quality,platform characteristics,supporting environment and 12 second-level indicators index.Then build a B2 C cross-border e-commerce platform overseas warehouse construction model selection model based on AHP,determine the judgment matrix of each indicator layer through questionnaire survey,calculate the weight value of each indicator with the help of YAAHP software,and analyze to get the B2 C cross-border e-commerceplatform The overseas warehouse construction mode selects the importance ranking of each index in the index system.According to the constructed model,this paper chooses the linear synthesis method to calculate the comprehensive evaluation value,and puts forward the judgment basis of the comprehensive evaluation value.Finally,the article will substitute the constructed hierarchical structure model,the calculation method of comprehensive evaluation value and the judgment standard into the case of AliExpress in 2016 to build its own overseas warehouse in Spain for empirical testing.Finally,the comprehensive evaluation value of the case was calculated to be 80.95.Compared with the comprehensive evaluation criteria of the overseas warehouse model of the B2 C cross-border e-commerce platform,AliExpress is the most suitable to choose the self-built overseas warehouse model.The choice of overseas warehouses is basically the same,indicating that the model constructed in this paper and the proposed method are scientifically feasible.This article combines the analytic hierarchy process,case study method,linear synthesis method and questionnaire survey method to provide a basis for the selection of overseas warehouse construction models for B2 C cross-border e-commerce platforms operating different types of products,different scale strengths and different development strategies.The selection method of the warehouse construction mode and the theoretical system of the selection standard also played a certain supplementary and perfect role.In the competition and game of the global market,scientific decision-making and careful selection of the appropriate overseas warehouse construction model,B2 C cross-border e-commerce platform can maximize the use of overseas warehouses to integrate global resources and expand the world market,thereby driving the healthy development of the entire industry and Virtuous circle.