Research On Delayed Payment Compensation Mechanism Of B2C Platform Under Different Logistics Distribution Mode

In recent years,China’s B2C market competition is increasingly fierce,how to divide up more market share is the primary consideration when the B2C platform develop long-term development strategies.With the major B2C platform prices gradually tended to average,as an important part of consumer shopping experience,logistics services has become the operating focus of B2C platform.At present,China’s B2C e-commerce logistics services are mainly divided into third-party logistics model and self-logistics model.Major third-party logistics enterprises are small in size,and self-built logistics model is still in its infancy,Low-quality logistics services and huge online shopping volume are in sharp contrast.Especially during the large-scale online shopping promotional activities such as "double 11","double 12",delayed delivery of online shopping products often occurs,which directly affects the consumer online shopping satisfaction and follow-up behavior.When the delay of delivery of online shopping products occurred,the study of B2C platform service remediation strategy under different logistics distribution modes is a very practical topic.Firstly,in the aspect of theoretical analysis,this paper starts from the selection and development of logistics mode of B2C platform,which expounds the characteristics and main problems of two kinds of logistics modes mainly used in B2C platform,and then analyzes the main reasons for the delayed delivery of goods and the development status of the delayed delivery compensation mechanism.Secondly,based on the interaction between consumers and the platform,this paper constructs the delayed delivery game model to investigate how the B2C platform in self-built logistics mode can develop the optimal delay delivery compensation strategy and the influence of the relevant variables on the delayed delivery compensation strategy.Finally,based on the interaction behavior between consumers,third-party logistics providers and platforms,the paper proposes a delay delivery game model to study how the B2C platform in the third-party logistics mode can develop the optimal delay payment compensation strategy,the impact of the compensation mechanism on the profitability of the platform and the third party logistics,and the influence of the relevant variables on the delayed delivery compensation strategy,then draw the main conclusions of this paper.In short,based on the B2C platform perspective,this paper constructs the compensation mechanism of B2C platform under the self-built logistics mode and the third-party logistics distribution mode,which can provide a clear theoretical reference of how the B2C platform can provide service remedy for the delayed delivery of goods in the era of increasingly rapid information network economy.