Abstract: In view of the phenomenon of mutual penetration and deep integration between third-party logistics enterprises and e-commerce enterprises,the optimization of logistics service level was introduced in the analysis of e-commerce transformation decision-making problem of the third logistics enterprise,and the third-party logistics enterprise and e-commerce dynamic game model was established by using the principal-agent theory.The conditions of e-commerce transformation of third-party logistics enterprises and the optimization decision of logistics service level after the transformation were analyzed.The study showed that there existed a threshold for the scale of the basic market,when the basic market size was less than or equal to the threshold,the third-party logistics enterprises would choose e-commerce transformation;when it was greater than or equal to the threshold,only when the third-party logistics enterprise was expected to transform if the market share was greater than or equal to the threshold,then the transformation would be selected,and vice versa would not be transformed.If the third-party logistics enterprises wanted to transform the e-commerce successfully,the target market must be positioned in the e-commerce sector that had not yet matured with its own logistics advantage to occupy a large enough market shares.After the transformation of third-party logistics enterprise,the overall logistics service level would be improved,and the sales volume of products in the e-commerce market would increase.

Key words: third-party logistics enterprises, e-commerce transformation, service level, dynamic game

摘要： 针对第三方物流企业与电商企业相互渗透、深度融合的现象,在分析第三方物流企业电商化转型决策问题上引入了物流服务水平优化,利用委托代理理论建立了第三方物流企业与电商企业的动态博弈模型,分析了第三方物流企业电商化转型的条件,以及转型后的物流服务水平的优化决策。研究发现：存在一个基础市场规模阈值,当基础市场规模小于等于该阈值时,第三方物流企业会选择电商化转型;当基础市场规模大于等于该阈值时,只有当第三方物流企业预计转型后所占的市场份额大于等于阈值时才会选择转型,反之则不会转型;即现阶段第三方物流企业若想电商化转型成功,须将目标市场定位于尚未发展成熟的电商板块,以自身物流优势占据足够大的市场份额。第三方物流企业转型后,将提高整个物流服务水平,增加电商市场产品销量。

关键词: 第三方物流企业, 电商化转型, 服务水平, 动态博弈