Research On Development Strategy Of Logistics Information Platform Ecological

With the rapid development of information technology such as the Internet,mobile Internet,big data,cloud computing,etc.,a large number of logistics information platforms based on the matching of vehicle and cargo information have emerged in China.The operation of these platforms has alleviated the supply and demand of the road freight market to some extent.The problem of information asymmetry improves the efficiency of vehicle matching.At the same time,the logistics information platform based on the matching of vehicle and cargo information is also facing prominent problems such as homogenization competition,unclear profit model and large capital chain pressure,and expects to enhance market competitiveness through ecological development.Therefore,systematically study the internal mechanism of the ecologicalization of such typical logistics information platform,and give guidance on development strategies,which is of great significance for promoting the sustainable development of logistics information platform.Through case study,this paper sorts out the operation mode,development history and business layout of typical logistics information platform,and finds that the ecological development based on the function of vehicle and cargo matching to provide value-added services is one of the development characteristics and trends of logistics information platform.With the help of commercial ecological theory,it is found that the logistics information platform ecosystem consists of the core layer,the support layer,the extension layer and the environment layer.The core layer includes the platform operator,the logistics service provider and the logistics service demand side,and the support layer includes the value-added service provider..The functional services mainly include logistics information matching,truck aftermarket,finance,big data,personalized customization and other services,and further analyze the evolutionary motivation of the logistics information platform ecologicalization.Based on the evolutionary game theory,the evolutionary game model of logistics information platform and users is constructed.It is found that(non-ecological,non-access platform)and(ecological,access platform)are two stable equilibrium states.Also the simulation of different influencing factors is carried out.The analysis shows that the factors that have a positive impact on the ecologicalization of logistics information platform are: transaction coefficient,subsidy,user search cost and value-added service income.The factors that have negative impact are: occupancy fee,transaction fee and platform construction cost.Charge and subsidy strategies are key factors that affect both platform and user strategy choices and their benefits.Combining the logistics information platform with the user's evolutionary game and the analysis of different influencing factors,the paper summarizes the ecological points of the platform development,and proposes the ecological development strategy based on the characteristics of different stages of the platform: In the growing-up period,the platform should locate the user's basic service demand,adopt a certain free or subsidy strategy,tap the potential of information data application,and establish a perfect credit system.In the mature period,the platform should pay attention to formulate differential pricing strategies,formulate differentiated pricing strategies,incrementally invest in value-added services,and strengthen platform coordination and governance ability.