朱晨波　张瑞

摘 要：随着消费者对电商物流服务质量要求的提高，自营物流服务共享成为主流电商平台的新选择。针对拥有自营物流的电商平台（比如京东商城），考察一家自营店和一家非自营店，基于市场需求随机的假设，分别在物流共享和不共享两种模式下，构建自营店与非自营店之间的商品定价与采购量博弈模型，并给出均衡解。通过比较两种物流模式下自营店与非自营店的最优运营决策和利润情况，分析物流服务共享对电商运营决策与利润的影响，探索非自营店选择物流服务共享模式的条件。结果表明，一般而言物流服务共享会导致商品定价提高而采购量减少，但能使非自营店和平台商的利润都增加，前提是平台物流服务收费要设定在一个适当的水平，以达成双赢的局面。

关键词：随机需求；电商平台；物流服务共享；模式选择

中图分类号：F 713

文献标志码：A

Logistics Service Mode Selection and Operations Decisions forE-commerce Stores with Stochastic Demands

ZHU Chenbo ZHANG Rui

（School of Management， Zhejiang University of Technology， Hangzhou 310023， China）

Abstract：As consumers need higher quality of e-commerce logistics service nowadays， sharing the platform logistics service becomes the new choice for major e-commerce platforms. We consider a e-commerce platform （such as JD.COM） which runs a platform-owned logistics， and one self-operated store as well as one non-self-operated store， and assume market demands are stochastic. We build pricing and procurement game models for the two stores in the modes of logistics service sharing and non-sharing respectively， and establish the existence of Nash equilibriums. We compare the optimal operations decisions and profits of the two stores in the both modes of logistics service sharing and non-sharing， and study the impact of the logistics service sharing on e-commerce stores′ operations decisions and profits. We also investigate the conditions of choosing the mode of logistics service sharing for the non-self-operated store. Research results show that， in general， logistics service sharing will lead to a higher product price and a lower order quantity， and increase the profits for both the non-self-operated store and the e-commerce platform， but there exists a condition that the logistics service charge should be fixed at a appropriate level， which help to reach the win-win situation.

Key words：stochastic demands; e-commerce platform; logistics service sharing; mode selection

0 引言

随着生活节奏的加快和消费者对服务质量要求的提高，电商企业的物流服务水平越来越受到消费者的重视，物流服务水平的高低成为电商企业成功与否的关键因素之一。目前，电商企业或者将物流服务外包给第三方物流服务提供商处理，但是第三方物流企业质量良莠不齐，物流服务水平可能难以保证，或者自建物流系统，但是昂贵的前期投入成本以及運营成本是一般商家难以承担的。

为了解决消费者对高质量物流服务的诉求与电商企业提供高质量物流服务时需承担高成本之间的冲突，近些年来，电子商务市场出现了新的物流服务模式，即：拥有自建物流系统的电商平台向平台的第三方卖家共享其自营的物流服务。……