A Study On The Delivery Model Portfolio Selection For General Merchandise B2C

In recent years, B2C e-commerce market in China has achieved rapid development and general merchandise B2C relying on the rich product variety and more favorable price than offline gradually become the mainstream in the development of B2C e-commerce. However,"the last kilometer delivery" as the terminal part of B2C e-commerce is crucial to the development of general merchandise B2C. When considering the "the last kilometer distribution", general merchandise B2C has to face the choice of delivery mode. At present, there are three kinds of delivery modes which has been successful operated, namely self-operation, outsourcing and alliance (general merchandise B2C made alliance with chain convenient stores). But when choosing the three modes, general merchandise B2C often is blind, lack of scientific and reasonable analysis, resulting in a single distribution mode or disproportion of three modes, which will seriously affect the sustainable development of enterprises. In this context, it is necessary to make a deep analysis on the portfolio selection of delivery modes and help enterprises establish the reasonable delivery mode portfolio selection strategy according to their own situation and maximize the profits over a long period of time.This paper first analyzes related characteristics of terminal delivery of general merchandise B2C. Than, the author divides the delivery modes into self-operation, outsourcing and alliance, and compares the advantages and disadvantages of three kinds of mode, providing theoretical basis for the following model. Based on the theory of system dynamics modeling, this paper discusses the purpose and boundary of the model, divides the subsystem of the model and further clarifies the theoretical model through the causal loop diagram, system flow diagram, structural equation and cause-consequence tree. After that, taking an example of a company, the author obtains related conclusions through the Scenario simulation and provides suggestions for strategies of the delivery model portfolio selection for general merchandise B2C.In addition, there are23figures and8tables in the dissertation. We also have referred to48reference documents.