逆向物流在中国B2C：电子商务 - 京东商城为例

发布时间：2016-08-09 07:13

Executive summary执行摘要

据悉，七大理由在B2C电子商务中物流相关的投诉最多，超过一半的客户购物体验与物流，因此物流B2C电子商务是重要的，它也是影响B2C电子商务发展的一个关键因素（王，姚和黄，2007）。王、姚和黄（2007）发现，，缺乏良好的退货机制是导致顾客拒绝网上购物的第二个原因。因此，逆向物流在这一领域的经济价值已被重视，逆向物流战略作为降低成本、提高客户满意度、增强竞争优势的重要手段，已越来越受到越来越多人的关注。如何处理在B2C电子商务市场的逆向物流成为主题引起了越来越多的关注电子商务企业和学者。本研究的目的是了解B2C企业逆向物流的重要性，以及如何为B2C企业利用逆向物流提高顾客的满意度以及他们的竞争力。

It is reported that the top seven reasons for the complaint in B2C e-commerce were most related to logistics, more than half of customers’ shopping experience was related to logistics, thus logistics is significant for B2C e-commerce, it is also a key factor affecting the development of B2C e-commerce (Wang, Yao and Huang, 2007). Wang, Yao and Huang (2007) found that the lack of good return mechanism is the second cause leading to customers’ rejection of online shopping. The economic value of reverse logistics in this field has therefore been taken seriously, reverse logistics strategy as an important means to reduce costs, increase customer satisfaction and strengthen competitive advantage has been paid an increasingly attention by more and more people. How to deal with reverse logistics in B2C e-commerce market becomes the subject caused more and more attention of e-commerce businesses and academics. The aim of this research was to understand the importance of reverse logistics for B2C companies, as well as how B2C companies make use of reverse logistics to improve customer satisfaction as well as their competitiveness.

The literature review in this study has showed the importance of reverse logistics for B2C companies. More and more companies want to build an effective reverse logistics system to achieve the purpose of protecting the environment, controlling production costs, increasing profits, improving customer service quality, and thus improving competitiveness of enterprises (Lai, Wu and Wong, 2013). How to win the trust of customers and prompt customers’ recognition for reliability of e-commerce is a major issue that enterprises must address in operations of e-commerce, and the implementation of reverse logistics is an effective way to solve this problem (Abdulrahman, Gunasekaran and Subramanian, 2014). By implementing reverse logistics, enterprises conduct a quick response towards customer information and ensure that products which can not meet requirements of orders will be quickly recovered, so enterprises’ reverse logistics plays a strong supporting role for consumers’ confidence (Lai, Wu and Wong, 2013). Reverse logistics management have become an issue that online retailers are most concerned about. Reverse logistics management of modern B2C enterprises shows the characteristics of integration, informatization, specialization, greenization and industrialization. According to above literatures, the author constructed the theoretical basis of this study, attempting to combine with China's special market environmentto explore Jingdong’s reverse logistics management, through analysis and evaluation on it to bring forward recommendations.

This study adopted the approach of combining quantitative research with qualitative research, through questionnaires and semi-structured interviews to collect data. The questionnaires aimed at consumers who have experience of returning goods from Jingdong, so as to understand their evaluation on the reverse logistics of Jingdong. In this study, 300 copies of questionnaires were distributed and 221 copies were available. The questionnaires were distributed and recovered through professional online survey website. The interviews took logistics managers of Jingdong as the objects, as the author of this study could directly contact with the three managers through personal relationships, and the managers have agreed to accept the interviews. Moreover, the managers were directly involved in the management of reverse logistics of Jingdong Mall, they could get access to the information needed in this study. This thesis attempted to understand the advantages and disadvantages of reverse logistics management of Jingdong from two perspectives: managers and consumers. It used SPSS 16.0 to analyze quantitative data, and based on conclusions of relevant literature reviewed to analyze qualitative data.

The research results were from three phases to analyze Jingdong’s problems in reverse logistics management and note that consumers were less satisfied with Jingdong’s reverse logistics, and its current reverse logistics management was not conducive to improving its competitiveness. This study finally put forward recommendations on Jingdong’s future reverse logistics management from these perspectives: communication, reverse logistics process reengineering, information system management, logistics equipment and mode. 

Abstract摘要

The dissertation took Jingdong, China as a research object to explore the problems existing in reverse logistics of Chinese B2C industry. It adopted both quantitative research and qualitative research methods, through questionnaires to collect quantitative data and semi-structured interviews to gather qualitative data. The research results showed that first of all, considering from the first phase of reverse logistics, problems of Jingdong in reverse logistics management included: consumers failed to completely understand Jingdong's return policies; the product information provided by the third-party sellers was incomplete and ineffective; there was no timely and effective communication between its customer service staff and consumers. Then, judging from the second phase, there was no unified standard in determining returned purchase, thereby increasing the time costs for processing returns; Jingdong’s return information management system failed to synchronize the exchange of data, deficiencies in Jingdong’s return information management system resulted in staff’s inefficient processing of returned items. Again, considering the third phase of reverse logistics, Jingdong and the third-party sellers did not use logistics equipment with unified standards, Jingdong’s staff dealing with reverse logistics lacked relevant training and they were less professional in dealing with returned purchase, resulting in low efficiency in handling, sorting, loading and unloading of returned goods; barriers in information communication between Jingdong and some third-party sellers led to low logistics efficiency. Once again, considering from customer satisfaction, Jingdong's return policies were not implemented as what it committed, and it deliberately impeded customers’ returning, leading to consumers’ low satisfaction. Finally, as far as competitiveness was concerned, Jingdong’s management departments and staff attached no importance to cost-benefit analysis on reverse logistics, there was no improvement carrying out on existing solutions to return; the current reverse logistics management of Jingdong was not conducive to improving its competitiveness. It was based on communication, reverse logistics process reengineering, information systems management, logistics equipment and modes to put forward recommendations for Jingdong’s reverse logistics management in future. 

Table of Content目录

Executive summary..........................................................................................................................6
Abstract.............................................................................................................................................8
Chapter I Introduction....................................................................................................................9
1.1 Background................................................................................................................9
1.2 Aims and objectives.................................................................................................11
1.3 Framework of this thesis..........................................................................................12
1.4 Summary..................................................................................................................13
Chapter II Literature Review.......................................................................................................14
2.1 Introduction..............................................................................................................14
2.2 Definition and procedure of reverse logistics..........................................................14
2.3 Importance of reverse logistics................................................................................17
2.4 Reverse logistics and e-commerce...........................................................................19
2.5 Reverse logistics management measures of e-commerce enterprises......................22
2.6 Critical analysis........................................................................................................26
2.7 Summary..................................................................................................................26
Chapter III Research Methodology..............................................................................................27
3.1 Introduction..............................................................................................................27
3.2 Research approach...................................................................................................27
3.3 Research methods....................................................................................................27
3.4 Research hypothesis.................................................................................................29
3.5 Data processing........................................................................................................29
3.6 Research ethic..........................................................................................................30
3.7 Limitation.................................................................................................................30
3.8 Summary..................................................................................................................30
Chapter IV Results.........................................................................................................................31
4.1 Introduction..............................................................................................................31
4.2 Questionnaire...........................................................................................................31
4.3 Summary..................................................................................................................48
Chapter V Discussion.....................................................................................................................49
5.1 Introduction.............................................................................................................49
5.2 Phase 1.....................................................................................................................50
5.3 Phase 2.....................................................................................................................53
5.4 Phase 3.....................................................................................................................54
5.5 Customer satisfaction...............................................................................................55
5.6 Corporate competitiveness.......................................................................................57
5.7 Summary..................................................................................................................57
Chapter VI Conclusion..................................................................................................................59
6.1 Introduction..............................................................................................................59
6.2 Main points..............................................................................................................59
6.3 Limitations and further research..............................................................................61
6.4 Recommendation.....................................................................................................62
6.5 Summary..................................................................................................................66
References.......................................................................................................................................67
Appendix I Questionnaire.............................................................................................................73
Appendix II Interview questions..................................................................................................76

List of figures

Figure 1: The B2C market size in China (2008-2013).....................................................................10
Figure 2: Jingdong’s market share...................................................................................................11
Figure 3: Reverse logistics processes...............................................................................................15
Figure 4: Results of Q1....................................................................................................................32
Figure 5: Results of Q2....................................................................................................................32
Figure 6: Results of Q3....................................................................................................................33
Figure 7: Results of Q4....................................................................................................................34
Figure 8: Results of Q5....................................................................................................................34
Figure 9: Results of Q6....................................................................................................................35
Figure 10: Results of Q7..................................................................................................................36
Figure 11: Results of Q8..................................................................................................................37
Figure 12: Results of Q9..................................................................................................................37
Figure 13: Results of Q10................................................................................................................38
Figure 14: Results of Q 11...............................................................................................................39
Figure 15: Results of Q12................................................................................................................39
Figure 16: Results of Q13................................................................................................................40
Figure 17: Results of Q14................................................................................................................41
Figure 18: Results of Q15................................................................................................................41
Figure 19: Results of Q16................................................................................................................42
Figure 20: Results of Q17................................................................................................................43
Figure 21: Results of Q18................................................................................................................43
Figure 22: Fishbone diagram of Jingdong’s reverse logistics management....................................49
Figure 23: Reverse logistics management procedure.......................................................................64
Figure 24: Reverse logistics information management system........................................................65

List of tables

Table 1: Differences between reverse logistics and forward logistics.............................................14
Table 2: The translation of level ranking of customer satisfaction..................................................29
Table 3: Descriptive statistics...........................................................................................................35
Table 4: Background information of interviewees...........................................................................44

6.5 Summary 概要
This chapter summarizes the research results of the full text, pointing out the limitations of this dissertation and directions of further researches, as well as recommendations on Jingdong’s future reverse logistics management.

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