跨境电商供应链物流增值服务的优化决策

doi:10.16381/j.cnki.issn1003-207x.2022.0715

摘要/Abstract

摘要：

随着消费者消费水平的提升以及消费升级的发展，消费者的时尚品消费已由价格导向转向服务导向。跨境进口电商物流运作中，一体化海外仓物流提供商提供的增值服务，如承诺顾客订货周期时间、防伪追溯和定制服务等往往会影响消费需求。本文以一个跨境进口电商和一个第三方一体化海外仓物流提供商组成的跨境电商供应链为研究对象，将需求视为时尚品定价、物流增值服务水平和随机因素影响的函数，对跨境电商供应链的物流增值服务水平和时尚品定价的优化决策进行研究。研究发现，合作博弈下，物流增值服务水平远高于非合作博弈；时尚品定价低于非合作博弈，进而使得跨境电商交易规模高于非合作博弈；物流增值服务水平敏感因子的增加、服务水平成本敏感因子的降低，以及价格敏感因子的降低，均会对物流增值服务水平和系统利润产生有利影响，且合作博弈的成效更为突出，但一般情况下会损害跨境电商利益；利润共享契约可以实现供应链合作双赢。本研究的管理启示在于，跨境电商企业专注于推介与销售质地好、设计时尚、款式新颖的时尚品，引领消费需求，物流企业专注于提升增值服务水平、降低服务水平成本，以二者的合作降低消费者对价格系数的敏感度，提升消费者对增值服务水平的敏感度，在一定条件下可以自动实现合作双赢。

关键词: 跨境电商, 时尚品, 海外仓物流, 物流增值服务水平, 利润共享机制

Abstract:

With the development of consumption upgrading， consumers' consumption of fashion goods has changed from price orientation （cost orientation） to service / quality orientation. In the cross-border import e-commerce logistics operation， the integrated overseas warehouse logistics provider can provide value-added services， which often affects the consumer demand of customers. The product of the promised customer order cycle time execution rate， anti-counterfeiting traceability rate and customized service satisfaction rate is defined as the logistics value-added service level. To better meet the needs of customers， more and more cross-border e-commerce outsourcing logistics to integrated overseas warehouse logistics providers. Taking the cross-border e-commerce supply chain composed of a cross-border import e-commerce and an integrated overseas warehouse logistics provider as the research object， consumer demand is regarded as a function of fashion goods pricing， value-added logistics service level and random factors， and the optimization decision of logistics value-added service level and fashion goods pricing of cross-border e-commerce supply chain is studied.It is found that the level of logistics value-added service in cooperative game is much higher than that in non cooperative game； the pricing of fashion products is lower than that of non cooperative game， which makes the scale of cross-border e-commerce transactions higher than that of non cooperative game. Meanwhile， the increase of logistics value-added service coefficient， the decrease of cost coefficient of value-added service level and the decrease of price coefficient of fashion goods will have a beneficial impact on logistics value-added service level and system profit， and the performance of cooperative game is more prominent than non cooperative game.A very important finding is that when the logistics value-added service coefficient $b > 2.3$ holds， or the price coefficient $a ≤ 2.3$ holds， the cross-border e-commerce supply chain under the cooperative game can realize the win-win cooperation between the two parties with no coordination contract.In other cases， to coordinate the supply chain， the sensitivity analysis of cooperative game supply chain profit sharing contract shows that logistics providers can improve the profits of both parties by improving service level coefficient， reducing service level cost coefficient， and reducing price coefficient. For cross-border e-commerce retailer， the biggest benefit is from the decline of price coefficient.The management enlightenment of this study is that cross-border e-commerce retailers should focus on promoting and selling fashion products with good quality， fashionable design， and novel styles to lead consumer demand. Logistics providers focus on improving the level of value-added services and reducing the cost-of-service level. With the integrated cooperation of the two parties， reducing consumers' sensitivity to the price coefficient and improving consumers' sensitivity to the level of value-added services can automatically achieve a win-win cooperation.

Key words: cross-border e-commerce, fashion products, overseas warehouse logistics, logistics value-added service level, profit sharing mechanism

中图分类号:

F274

牟进进,王淑云. 跨境电商供应链物流增值服务的优化决策[J]. 中国管理科学, 2026, 34(2): 298-308.

Jinjin Mou,Shuyun Wang. Optimization of Logistics Value-added Service for Cross-border E-commerce Supply Chain[J]. Chinese Journal of Management Science, 2026, 34(2): 298-308.

图/表 8

表1

模型符号与含义"

符号	含义	符号	含义
$A$	时尚品的潜在市场需求	$q$	销售周期内跨境电商的订购量
$p r$	时尚品的单位售价	$w$	时尚品的单位批发价格
$a$	市场需求的价格敏感因子	$v$	未售出产品残值
$s$	海外仓物流增值服务水平	$m$	售出产品物流成本(由集货成本、仓储成本 $m 1$ 和交货成本 $m 2$ 组成)
$b$	市场需求的物流服务水平敏感因子	$m 3$	未售出产品的当地物流处理成本
$p l$	售出商品的物流服务单位价格	$h$	未售出产品当地物流价格
$k$	物流增值服务水平的成本系数	$g$	缺货成本

表1

表2

优化结果"

博弈类型	$p r$	$s$ (%)	$q$	$E Π r$	$E Π l$	$E Π T$
非合作博弈	182.7767	5.96	266.4858	25836.4904	4405.6518	30242.1422
合作博弈	174.6794	74.45	290.2790	25791.0900	4707.5494	30498.6394

表2

图1

图2

图3

图4

图5

图6

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