关键词: 自建物流体系, 社会化竞争, 网络促销, 选择机制

Abstract: To reduce the cost investment and expand the market share,the socialized competition strategy for self-built logistics system of e-commerce platform was studied.On the basis of meeting the self-employed merchants of e-commerce platform,starting from the two different types of business situations of sales flat suspension and network promotion period,the logistics order distribution mechanism under the leadership of e-commerce platform and the non-self-employed business of platform was given respectively,and a dynamic game model between different service providers such as self-built logistics and third-party logistics was constructed.Based on analyzing the maximum expected utility of each interest subject,through numerical simulation calculation,the competitive strategy of non-self-employed merchants in the network promotion period to strive for self-built logistics resources was proposed,and the competitive mode of selling flat-out self-built logistics to undertake third-party logistics business was summarized.With the application,the proposed strategy could provide decision support for the logistics choice of non-self-employed merchants in different cycles,and also provide suggestions for the socialization path expansion of self-built logistics.

Key words: self-built logistics system, socialization competition, network promotion, selection mechanism