| The sinking market in China has huge potential,but the competition is also becoming increasingly fierce.At present,the T e-commerce platform adopts the third-party logistics operation,and there are bunch of problems such as the platform’s inability to manage logistics companies,the uneven level of logistics service levels,and the many complaints from merchants.The platform considers to give full play to the logistics alliance owned by the group,and adopts the fourth-party logistics method to carry out further in-depth cooperation with logistics companies with weak market competitiveness in the alliance,so as to improve the platform’s logistics service level.Aiming at the logistics operation background of the T e-commerce platform,this paper firstly constructs the logistics service decision-making model under the third-party logistics operation mode,and uses the Nash game to solve the optimal basic service level of the platform,the optimal pricing of merchants,and the optimal logistics service level of logistics companies.and logistics quotes.Then,the fourth-party logistics model is introduced,and the logistics service decision-making model under the fourth-party logistics mode is constructed.Considering the closeness of cooperation,the platform and the logistics company are the leading parties of the game,and the merchants are the followers,and the Stackelberg game solution model is adopted.Through the comparative analysis of the two models,based on the premise of the profit growth of merchants under the fourth-party logistics model,the threshold for the platform to charge merchants the franchise fee is obtained,and the impact of product cost and market size on the franchise fee is determined,so as to make the decision of the merchant’s franchise fee more targeted.By comparing the changes in the platform service level obtained by merchants under the two modes,it is found that it has nothing to do with the product type,but only the platform service cost factor.When the platform service factor is small,the merchants can get higher after joining the fourth party logistics.Platform service level.This means that if you want to retain merchants,the platform needs to control its own costs,but the room for improving the service level of the platform alone is limited,and it cannot be targeted for improvement based on merchants and products.In order to better improve the service level experience of merchants,the difference of logistics service level under the two modes is analyzed,and it is proved that it is related to the logistics sensitive factor logistics cost factor,as well as the cost and scale of commodities.The greater the sensitivity of logistics and the greater the cost factor,the greater the market size,and the greater the improvement in the level of logistics services provided by merchants.This shows that the platform is more suitable for cooperation with logistics companies with weak cost control capabilities in the alliance,and merchants choose large scale and low cost or high commodity prices to promote fourth-party logistics.Such merchants are more likely to feel the increase in profits.to a higher level of service.In order to further subdivide the market,according to the market size of the platform commodities and the level of commodity cost,four types of commodities are selected for calculation example analysis.Merchant and logistics service subsidy strategy.This study provides specific management suggestions for the implementation of fourth-party logistics on T e-commerce platforms,and provides theoretical support for the lasting and stable cooperation between platforms,merchants and logistics companies. |
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