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

摘要： 为降低成本投入并扩大市场份额,研究了电商平台自建物流体系的社会化竞争策略。在满足电商平台自营商家的基础上,从销售平缓期和网络促销期两类不同商业情境出发,分别给出电商平台主导和平台非自营商家主导下的物流订单分配机制,并构建了自建物流和第三方物流等不同服务提供商间的动态博弈模型。在分析各利益主体最大期望效用的基础上,通过数值仿真计算,给出网络促销期非自营商家争取自建物流资源的竞争策略,归纳出销售平缓期自建物流承接第三方物流业务的竞争模式。所提竞争策略与模式能够为不同周期下的非自营商家物流选择提供决策支持,并为自建物流的社会化路径拓展提供建议。

关键词: 自建物流体系, 社会化竞争, 网络促销, 选择机制