Examples of e-commerce enterprises how to choose their own distribution model?

These issues can often be seen in the major logistics website or Alibaba business circle or forum above, are the summary of online experience ah, huh, recommended. Case: /2009/0814/449.html (this site seems to be good) With the development of information technology, network security issues and online payment issues have been better resolved, while the logistics problem is still a constraint on the further development of B2C e-commerce bottleneck. Choose the distribution mode that suits you, can effectively reduce costs and improve customer service. This paper divides the B2C logistics and distribution mode into four categories and gives the basis and suggestions for the selection of these distribution modes.　　Introduction In the form of B2C e-commerce, in addition to a small number of intangible goods, such as e-books, software, audio and video can be transmitted to consumers through the network in the form of "data flow", most of the commodities must be in the form of physical products from the enterprise to consumers.　　E-commerce with developed countries is built on the basis of efficient modern logistics is different, China's e-commerce is in the traditional logistics to the development of modern logistics on the road. At present, due to the relative backwardness of China's logistics and distribution system has led to the advantages of e-commerce efficient and effective can not be well reflected in the e-commerce in several modes of e-commerce, logistics of B2C e-commerce mode of the greatest impact and constraints, this is because in the B2C mode, due to the client for the end-users, a single customer needs fewer commodities, and purchased commodities are generally low-priced small pieces of merchandise, so that the proportion of logistics costs is relatively large, which is a good example of the development of logistics. This is because under the B2C model, since the client is the end user, the single customer needs fewer goods, and the goods purchased are generally low-priced small items, so that the logistics costs account for a relatively large proportion, which leads to the distribution of B2C is more difficult to do compared to B2B. This paper is aimed at the e-commerce environment in the B2C logistics distribution model research.　　1 e-commerce on the new requirements put forward by the B2C logistics distribution e-commerce to promote the modern business activities of the transaction mode of change, but also on the modern enterprise logistics business management has had a huge impact. The traditional retail industry are customers personally to the store to buy, and then the customers themselves to bring back the purchased goods, the enterprise does not exist to face the end of the link of logistics and distribution problems. In the e-commerce environment, enterprises can sell goods directly to end users with the help of their own commercial website, when consumers determine to buy goods, business flow, information flow and capital flow can be resolved directly through the network, which makes the e-commerce environment of consumers on the availability of goods purchased psychological expectations become larger, and accordingly on the speed of business distribution requirements are also higher. Therefore, B2C e-commerce to achieve significant development, there must be flexible and efficient logistics and distribution system to match. Specifically, the B2C logistics and distribution system must do the following: 1.1 Logistics and distribution informationization Informationization is reflected in the logistics and distribution information collection database and code, information processing electronic and computerized, information transfer standardization and real-time, digital information storage, etc., only to achieve the informationization of logistics and distribution, advanced technology and equipment can be applied to the field of logistics, it is possible to realize the automation of logistics and distribution workflow. Only by realizing the informationization of logistics and distribution, advanced technical equipment can be applied in the field of logistics, and the automation of logistics and distribution operation process can be realized. Therefore, bar code technology, database technology, electronic ordering system, electronic data exchange and other technologies are bound to be common applications in logistics distribution.　　1.2 Distribution process automation Logistics distribution automation can expand the capacity of logistics operations, improve labor productivity, reduce errors in logistics operations. Automation facilities are very many, such as bar code / voice / radio frequency automatic identification system, automatic sorting system, automatic access system, automatic guided vehicle, automatic tracking system of goods and so on. Only the popularization of automation technology can quickly respond to the distribution needs and accurately and efficiently deliver goods to consumers, the superiority of e-commerce can be reflected.　　1.3 Logistics services series of modern logistics in addition to the traditional storage, transportation, packaging, distribution and processing services, in the extension upward expansion to market research and forecasting, procurement and order processing, downward extension to distribution, logistics consulting, logistics program selection and planning, inventory control strategy recommendations, payment recovery and settlement.　　1.4 Logistics Management Flexibility Flexibility was originally proposed in the field of production for the realization of "customer-centric", but to truly achieve flexibility, that is, according to the changes in consumer demand to flexibly adjust the production process, there is no supporting flexible logistics and distribution system is impossible to achieve. It requires distribution centers according to consumer demand, "multi-species, small batch, multi-batch, short cycle" characteristics, flexible organization and implementation of logistics operations. 2.1 Enterprise self-managed distribution model This model is generally used by large-scale production enterprises and chain operators, such as the Haier Group, Wal-Mart supermarket chain, but also includes virtual enterprises such as 96128 shopping network, E one hour and other countries. Enterprises through the formation of their own logistics centers to provide distribution services for the production and operation of the enterprise. Including the supply of materials to meet the enterprise's internal production, product sales, supply to retail stores, etc., but also can use their own logistics system to undertake the logistics and distribution business of other enterprises and businesses. The choice of self-managed distribution model has two bases: one is the scale of the basis, that is, the enterprise's own logistics has a certain amount of scale, can fully meet the needs of the distribution center construction and development; the second is the value of the basis, that is, the enterprise's self-managed distribution, is the value of the distribution of the value of the creation of the enterprise's strategic height to be determined and developed.　　2.2 Outsourcing to third-party logistics distribution model Third-party logistics refers to the logistics services by the supply side, demand side of the third party to complete the logistics service operation. Third-party enterprises are generally with a certain scale of logistics facilities and equipment and professional experience, skills of wholesale, storage and transportation or other logistics business enterprises. Enterprises adopting this mode will hand over all non-core advantageous logistics business to the third party logistics agency to undertake, while B2C enterprises focus on the advantageous resources to develop their core business. 2.3 Self-operated and outsourcing combined distribution mode Enterprises adopting this mode have certain logistics resources of their own, but they can't satisfy the needs of business expansion, and the investment in the establishment of a perfect distribution system is too large, and when the volume of business has not formed a scale effect, the enterprises need to bear the responsibility to provide logistics services to their customers. When the business volume of the enterprise does not form a scale effect, the enterprise needs to bear greater risks. In this mode, B2C enterprises have their own warehouses and regional distribution centers, through the information technology platform and network technology to achieve cooperation with the third-party logistics agency, the last link of the distribution of the professional logistics company to complete, *** with the realization of the logistics distribution to consumers. This requires enterprises and third-party logistics companies can realize two-way information docking, each other can *** enjoy data.　　2.4 *** with the distribution model This is a kind of cooperation distribution mode between enterprises in order to realize the overall distribution rationalization, reduce logistics costs, in order to provide each other with convenient logistics distribution services based on the principle of mutual benefit. It includes distribution of *** assimilation, logistics resource utilization *** assimilation, logistics facilities and equipment utilization *** assimilation and logistics management *** assimilation. Enterprises adopting the ****similar distribution model (Figure 4) realize ****similar distribution to enterprises within the alliance by forming an enterprise alliance, changing the previous decentralized mode of operation, and reassembling and transforming the logistics departments of each enterprise to form a new whole through the mutual integration of information and resources.　　3 Application of SWOT analysis to select the distribution mode SWOT analysis is a comprehensive consideration of the internal conditions of the enterprise and the external environment of a variety of factors, to carry out a systematic evaluation, so as to select the best business strategy method. For B2C e-commerce enterprises, when the application of SWOT analysis to select the distribution model, the main considerations are as follows: First, the potential internal advantages (Strength), such as the enterprise in the logistics personnel, logistics and distribution costs, logistics and distribution technology, equipment, facilities, and logistics and distribution strategy, etc., where the advantages are. Second, potential internal disadvantages (Weakness), such as backward logistics facilities, lack of professional logistics management personnel and advanced logistics management experience, distribution costs and so on. Third, potential external opportunities (Opportunity), such as macroeconomic policies to encourage and support the logistics industry, logistics and distribution business growth trend. Fourth, potential external threats (Threats), such as the economic environment is not ideal, the competitors' logistics costs have fallen dramatically, the supply and demand of senior logistics management personnel. Application of SWOT analysis to select the distribution model of the specific method: based on the strategic objectives of enterprise development, to identify the internal and external factors that have a significant impact on the distribution activities and development of the enterprise, and based on the criteria identified, the evaluation of these factors, from which to determine the advantages and disadvantages of the enterprise, the opportunities and threats. On this basis, the company chooses a distribution model that suits its needs.　　3.1 Large enterprises with strong strength choose self-owned distribution mode For Type I enterprises (S+O), such enterprises have good internal advantages as well as numerous external opportunities, logistics services are its core competitiveness, the self-built logistics system can give full play to its core functions for the production and operation of the enterprise as well as the sales to provide a strong support role. From the point of view of the specific situation of China's enterprises, many pharmaceutical companies, home appliance companies, large-scale manufacturing enterprises and chain stores, etc. With many years of operation in the country, many enterprises have a large number of commodity marketing channels, they have a good logistics network and quite modern logistics technology and management experience. With the development of network economy, these enterprises in the operation of e-commerce through the continuous integration of their own resources, absorption of external resources, improve their own logistics network construction, the formation of logistics and distribution system suitable for self. At present, Haier Group, with "a two-network" efforts to cultivate logistics operations as its new growth point. Many multinational enterprises, such as Nestle, etc. have begun to domestic logistics distribution business to Haier to complete.　　3.2 Logistics outsourcing is the best choice to enhance the core competitiveness of enterprises For most small and medium-sized enterprises (SMEs), they belong to type III enterprises (W+T), i.e., internal disadvantages and strong external threats. Such enterprises should reduce internal disadvantages, avoid external threats, choose the mode of outsourcing logistics and distribution business, focusing on a variety of resources to enhance the core competitiveness of the enterprise itself. If the blind establishment of distribution centers, it is likely to cause a waste of people, money and materials, etc. 3.3 Self-employment and outsourcing mode combined to make business operations more flexible For Ⅳ type of enterprises (S + T), has certain internal advantages, such as having their own procurement, warehousing and regional distribution centers. However, with the development of business, enterprises face certain external uncertainties, if the blind expansion of their own logistics and distribution system, will bring greater investment risk to the enterprise, coupled with the "last kilometer distribution" covers a wide range of cumbersome operation, e-commerce enterprises are often transferred to the third-party logistics agency to complete. But for the inventory costs, information control, prevention and control of unexpected situations brought about by the loss of stockouts, the strategic development of enterprises and other considerations, B2C enterprises will often consider the establishment and management of their own warehouses and distribution centers. Through the combination of self-management and outsourcing model, companies can make the operation more flexible. Further improve the level of service to customers.　　3.4 *** with distribution is the main trend of urban distribution of B2C enterprises At present, most of China's B2C enterprises in urban logistics and distribution, if they have built their own distribution centers, facing great external opportunities, but by the internal disadvantages of the limitations of the lack of significant economies of scale, belonging to the Ⅱ type of enterprises (W + O), should take the road of strategic alliances, choose the mode of *** with distribution. *** with the distribution model can cut down on competition among enterprises, improve the ability to obtain price concessions from the supply side as a whole, and reduce procurement costs. The use of *** with distribution can also optimize logistics resources, improve distribution efficiency and reduce logistics costs.　　Logistics and distribution is an important part of the superiority of e-commerce, B2C enterprises should choose the appropriate distribution model according to their own strategic objectives, enterprise scale, industry characteristics.