基于博弈论的菜鸟物流与快递企业的合作关系研究

发布时间：2018-05-27 03:35

本文选题：菜鸟物流 + 快递企业　；参考：《西南石油大学》2017年硕士论文

【摘要】：2013年以来,随着电商平台在物流领域的竞争加剧以及阿里电商物流投诉率的急速攀升,菜鸟物流的"分层服务伙伴计划"应运而生。该计划初衷是鼓励快递企业提升物流服务水平。结果,此计划的出台,导致顺丰联手中通、申通、韵达脱离合作,另立联盟,平台内快递企业对菜鸟物流的信任度骤减,其他快递企业的合作意向降低,菜鸟物流与快递企业的合作关系停滞甚至倒退。论文以推进菜鸟物流与快递企业间的合作关系为目的,在对文献梳理的基础上,首先运用演化博弈理论和数值仿真方法,根据菜鸟物流与快递企业间的博弈关系及其影响因素构建了演化博弈模型,研究了菜鸟物流与快递企业关系的演化路径以及各因素对演化路径的影响;其次,依据合作博弈理论,研究了菜鸟物流与平台内快递企业关于信任问题的合作关系,建立了基于信任的有无后效性的合作博弈模型;最后,基于上述的研究,提出菜鸟物流与快递企业合作关系的推进措施。研究结果显示,菜鸟物流与快递企业最终会形成的稳定关系有两种:一种是菜鸟低效建设平台,快递企业不与之合作;一种是菜鸟高效建设平台,快递企业选择合作。其中,双方关系的演化路径受以下因素影响:合作时的超额收益、投入成本、风险成本以及双方不合作时的损失成本。同时,菜鸟物流与平台内快递企业须具备一定的初始信任值,才能保证合作的顺利进行;博弈主体在合作过程中的信任行为,有助于合作关系的长期稳定。最后,论文从吸引快递企业入驻菜鸟物流平台以及提升平台内快递企业对菜鸟物流的信任度两方面着手,构建了推进菜鸟物流与快递企业合作关系的措施。
[Abstract]:Since 2013, with the increasing competition of e-commerce platform in the field of logistics and the rapid increase of complaints rate of Alibaba e-commerce logistics, Cainiao Logistics "layered service partner program" came into being. The original intention of the plan is to encourage express delivery enterprises to improve the level of logistics services. As a result, the introduction of this plan led to the separation of Shunfeng and Zhongtong, Shentong and Yunda from cooperation, and the establishment of separate alliances. The trust of express delivery enterprises in the platform to the Cainiao logistics declined sharply, while the cooperation intentions of other express delivery enterprises decreased. Cainiao logistics and express-delivery business cooperation relationship stagnation or even retrogression. In order to promote the cooperative relationship between rookie logistics and express delivery enterprises, the paper firstly applies evolutionary game theory and numerical simulation method on the basis of literature review. According to the game relationship between rookie logistics and express delivery enterprises and its influencing factors, the evolutionary game model is constructed, and the evolutionary path of the relationship between rookie logistics and express delivery enterprises and the influence of each factor on the evolution path are studied. Secondly, Based on the cooperative game theory, this paper studies the cooperative relationship between Cainiao logistics and express delivery enterprises on trust issues, and establishes a cooperative game model based on trust, and finally, based on the above research, The paper puts forward the measures to promote the cooperative relationship between rookie logistics and express delivery enterprises. The results show that there are two kinds of stable relationship between rookie logistics and express delivery enterprises: one is low efficiency construction platform of rookie, express delivery enterprises do not cooperate with it, the other is rookie efficient construction platform, express delivery enterprises choose to cooperate. Among them, the evolution path of bilateral relationship is affected by the following factors: excess income, input cost, risk cost and loss cost when the two sides do not cooperate. At the same time, rookie logistics and express delivery enterprises in the platform must have a certain initial trust value in order to ensure the smooth progress of cooperation; the trust behavior of the main players in the cooperation process is conducive to the long-term stability of the cooperative relationship. Finally, from the aspects of attracting express delivery enterprises to the rookie logistics platform and enhancing the trust of the express delivery enterprises to the rookie logistics, the paper constructs the measures to promote the cooperative relationship between rookie logistics and express delivery enterprises.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F259.23;F224.32

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