吴敏 徐俊杰

摘 要：设立便民自提点是应对末端投递瓶颈的新兴思路，探究开发者的关键动因对于拓展相关理论研究及指导企业实践都十分有益。基于国内电子商务物流产业环境，构建了关键动因定位模型，提出电子商务企业、快递企业、第三方平台的关键动因分别是改善服务、控制成本和追求盈利，并详细解释了界定依据。讨论了便民自提点的开发模式，建议成立开发联盟构建公共自提服务网络。最后，总结了研究结论和研究不足，并提出未来的研究方向。

关键词：末端配送；电子商务；物流；自提点

中图分类号：F713.365.1 文献标识码：A

Abstract： The deployment of convinent pickup point is a novel way to tackle the bottleneck of terminal delivery， exploration of critical development motivation and channel organization strategy is benificial to theoretcial research as well as practice of relevant enterprises. Based on domestic industrial enviroment of E-commerce logistics， a four-ring motivation positioning model is proposed. In this model， the critical motivation of E-commerce firms， express firms and the third party platform is identified to improving service level， controlling delivery cost and pursuiting economical profit respectively， the detailed basis of above judgment is also provided. The development patterns of convinent pickup point are discussed， and a joint development alliance is encouraged to construct public pickup service network. Two kinds of operation patterns are compared with a pridiction on evoluion trend， developers are suggested to establish unattended point if provided captical guarantee. The potential schemes of channel layout are also revealed， to protect consumer's perceived convenience， the entrance of residential area is regarded as the optimal place to establish pickup point. At last， conclusions and shortcomings are summarized with proposals of futher research directions.

Key words： terminal delivery； E-commerce； logistics； pickup point

0 引 言

末端投递是电子商务物流的关键服务界面，其服务质量与消费者体验密切相关。据国家邮政局数据，投递服务不佳一直是仅次于包裹延误的第二大消费者申诉类型，2014年该申诉比例达到30%。随着电子商务包裹不断增加，改善快递末端投递服务具有十分重要的现实意义[1]。

消费者就近自提包裹是一种新兴的快递末端投递方式，有助于克服传统上门投递方式成本高、柔性差、效率低等弊端，为上班族这类人群提供了便捷、省心的包裹签收体验，有望缓解电子商务物流投递短板。便民自提点是就近自提模式的实现载体，它包括有人值守自提点和无人值守自提点两种类型。在发达国家，便民自提点早已成为电子商务物流体系十分重要的构成元素，有关企业纷纷涉足其中，掀起一股开发与整合浪潮[2-3]。……