孙晓书 张婉玉

摘  要：互联网电商行业的迅速发展，以及2020年“宅经济”的出现，使得物流日益成为消费者生活中不可缺失的重要一环，但是一直以来智能自提柜都由于成本高昂及盈利状况不佳而面临经营困难，丰巢自提柜更是由于不合理的定价引起了消费者的广泛不满。但是实际上智能自提柜在下沉市场仍有较大的发展空间。因此，文章以丰巢为例，试图探究作为物流终端重要一环的智能快递柜究竟应该采取何种定价策略进入农村市场，进而确保智能快递柜行业未来的良性发展。

关键词：智能快递柜;物流;快递终端;定价策略;农村市场

中图分类号：F618    文献标识码：A

Abstract： With the rapid development of the Internet e-commerce industry and the emergence of“housing economy”in 2020， logistics has increasingly become an important part of consumer life. However， intelligent self-service counter has been facing operational difficulties due to high cost and poor profitability. The unreasonable pricing of Fengchao self-service cabinet has caused widespread dissatisfaction among consumers. But in fact， the intelligent self lifting cabinet still has a large development space in the sinking market. Therefore， taking Fengchao as an example， this paper attempts to explore what pricing strategy should be adopted for intelligent express cabinet as an important part of logistics terminal to enter the rural market， so as to ensure the healthy development of intelligent express cabinet industry in the future.

Key words： intelligent express cabinet; logistics; express terminal; pricing strategy; rural market

近年来，随着互联网以及各种电商平台的兴起，快递行业逐渐成为人们日常生活中不可缺少的一部分。尤其是2020年上半年新冠疫情的泛滥，掀起了“宅经济”的热潮，使得快递行业迎来了新一轮的繁荣发展热潮。根据国家统计局所得数据显示，线上订单相较于去年同期增长了5.4个百分点。在快递业发展的风口，丰巢快递柜宣布的定价策略却是起到了反方向的作用，使得智能快递柜这该是解决物流配送最后一公里问题的重要工具受到了广大消费者的抵制。由此，物流配送最后一公里的问题成为了各方关注并且争论的重要焦点问题，又被再次推上了历史舞台。

1  智能快递柜发展现状分析

1.1  市场发展历程

到目前为止，智能快递柜仍然属于一种新型的物流模式。……