Research On The Selection Of Logistics Distribution Mode For E-commerce Enterprises In The Sinking Market

With the rapid development of the Internet,e-commerce has gradually penetrated into all aspects of people's lives.The popularity of the Internet is getting higher and higher,and the number of Internet users is increasing.Nowadays,the user growth of e-commerce platforms is gradually slowing down,and the number of users in firstand second-tier cities is gradually saturating.E-commerce companies have to seek new dividend markets.The sinking market with huge user resources has become a new battlefield for many companies.However,in the process of competing for the sinking market,it is particularly important to choose a logistics distribution model that can improve the core competitiveness of the enterprise and meet the characteristics of the enterprise.Based on understanding the advantages and disadvantages of each logistics distribution model and applicable conditions,this article combines the characteristics of the enterprise itself and the sinking market,Adopt Delphi method and fuzzy analytic hierarchy process to construct the evaluation index system of distribution mode selection,Help e-commerce companies to better choose the logistics distribution model in the sinking market.First,an overview of the concept and characteristics of the sinking market,an introduction to the current four major logistics distribution models in China.Through a detailed overview of the concepts,advantages and disadvantages of each logistics distribution model,have a clearer understanding of the environment for each delivery mode,and comparative analysis of the four logistics distribution models from multiple aspects.Secondly,it analyzes the development status of e-commerce in the sinking market and the advantages,disadvantages and opportunities of e-commerce enterprises in the sinking market.It is concluded that the development advantages of e-commerce companies in the sinking market are far greater than their disadvantages,there are also great opportunities for user growth;It also analyzes the influencing factors of e-commerce enterprises' choice of logistics distribution model in the sinking market.The evaluation index system for the choice of distribution model is established from five aspects: the enterprise's own capabilities,logistics costs,logistics service quality,logistics distribution status and external environmental factors.Finally,With the aid of the fuzzy analytic hierarchy process,an evaluation index system for the selection of logistics distribution models of e-commerce enterprises in the sinking market is constructed,and using Delphi method to determine the weight of each evaluation index,established a fuzzy judgment matrix for the selection of logistics distribution mode of Jingdong Mall,through calculation,the logistics distribution mode most suitable for Jingdong Mall is obtained.It also summarizes the research in this paper,and points out the shortcomings of the research and the prospect for the future.