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| 电子商务物流发展现状分析及对策研究-以W公司为例
摘 要
近年来，随着经济的快速发展，国内电子商务企业处于飞速发展时期，许多传统企业已经越来越不适应现代经济科技的发展，电子商务企业的许多模式已经受到限制，转型已经不可避免。
互联网能够实现许多电子商务活动的转换，电商企业虽然发展迅猛，但与之联系紧密的电子商务物流已经很难跟上发展的步伐。如何提高各个电子商务企业的物流发展效率已经成为企业核心竞争力的体现。每个电商企业都有与之相匹配的物流模式，而这个物流模式的发展能否适应电商企业的发展已经受到许多电商企业的关注。
电子商务作为一种新兴的数字电子化商务方式，代表着未来的消费、贸易和服务方式，因此，要建立完善的整体商务环境，就需要打破传统的发展体系，建立以商品代理和配送为特征，将物流、商流和信息流有机结合的社会化物流配送体系。电子商务物流是伴随着电子商务技术和社会需求的发展而产生的，它是电子商务发展实现真正价值的不可或缺的重要组成部分。
本文首先阐述了论文研究的背景和意义，对国内外相关文献进行了归纳与总结，介绍了本论文相关的研究思路，研究内容与研究方法。然后就文章分析了电子商务物流发展的相关理论概念，了解了电子商务物流发展的历程，其次了解并分析了W公司电商物流模式发展现状，采用SWOT分析法对W公司现有的自营物流模式分析其优势和劣势，并且通过天猫第三方物流发展现状分析了解W公司的竞争力以及物流模式的不足，发现问题；最后针对W公司电商物流模式存在的一系列核心竞争力逐渐弱化；物流模式多元；现有模式不足以应对新的市场争夺等问题，找出提升物流竞争力的方法并提出相关的建议。
关键词：电子商务；物流模式；SWOT分析法；发展建议
Abstract
In recent years, with the rapid development of economy, domestic e-commerce enterprises are in a period of rapid development, many traditional enterprises have become more and more unable to adapt to the development of modern economic science and technology, many models of e-commerce enterprises have been restricted, transformation has been inevitable.
The Internet can realize the transformation of many e-commerce activities. Although e-commerce enterprises are developing rapidly, it is difficult to keep up with the pace of development of e-commerce logistics, which is closely related to it. How to improve the logistics development efficiency of various e-commerce enterprises has become the embodiment of the core competitiveness of enterprises. Every e-commerce enterprise has a matching logistics model, and whether the development of this logistics model can adapt to the development of e-commerce enterprises has attracted the attention of many e-commerce enterprises.
commerce, as a new way of digital electronic commerce, represents the future mode of consumption, trade and service. Therefore, in order to establish a perfect overall business environment, it is necessary to break the traditional development system and establish a socialized logistics distribution system characterized by commodity agency and distribution, which combines logistics, business flow and information flow organically. With the development of e-commerce technology and social demand, e-commerce logistics is an indispensable part of the development of e-commerce to achieve real value.
First of all, this paper expounds the background and significance of the paper, summarizes and summarizes the relevant literature at home and abroad, and introduces the relevant research ideas, research contents and research methods of this paper. Then the paper analyzes the related theoretical concepts of the development of e-commerce logistics, understands the course of the development of e-commerce logistics, then understands and analyzes the current situation of the development of e-commerce logistics model of W company, analyzes its advantages and disadvantages by using SwOr analysis method, and analyzes the competitiveness of W company and the shortcomings of logistics mode through the analysis of the current situation of Tmall's third-party logistics development. Find out the problem: finally, a series of core competitiveness existing in the e-commerce logistics mode of W company are gradually weakened. The logistics model is diverse; the existing model is not enough to deal with the new market competition and other issues, find out the ways to enhance the competitiveness of logistics and put forward relevant suggestions.
Key words : e-commerce; logistics model; SWOT analysis: development suggestions
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