摘  要
近年来，电子商务行业迎来了百花齐放的新时代，其凭借独特的线上运营发展模式，已经成为国家经济发展势头新的增长点。与传统零售业相比，B2C电子商务企业通过其透明的价格体系、便捷的购物方式、优秀的产品质量、快捷的物流速度和极致的客户体验逐渐为越来越多的人所接受和喜爱，这种发展模式也为企业积累了庞大的用户群体。在前端商城购物的运营方式和技术发展逐渐趋于成熟之后，后端物流水平成为了各企业拉开用户体验差距的最重要一环，而物流配送作为物流发展中的重要组成部分，往往需要占用大量的人力物力，成为物流行业的成本中心，因此，物流配送模式成为了电子商务企业的核心竞争力。由于各企业前期在物流基础设施建设的投入和选择物流的配送方式不同，物流配送水平逐渐成为越来越多电商企业发展的瓶颈工序，甚至直接影响到企业的盈利水平。
伴随着国民经济进入全面转型和升级，“互联网+”概念的引入，人工智能、大数据、和云计算等新兴技术的发展和完善，物流配送也进入了“智慧物流”的新时代。JD公司作为国内B2C电子商务的代表，其旗下的物流子集团更是以降低社会化物流成本为企业使命，多年来在物流行业不断深耕，通过大量的技术积累，在物流的各个环节都已经达到世界领先的水平。
本文通过研究国内外物流配送的相关理论和文献，通过问卷调查法、访谈调研法和定量与定性分析结合法对JD公司物流配送的现行运营模式做数据调研、SWOT分析和竞争力评价，对其物流配送过程中存在的部分问题做针对性优化改善，并对其下阶段物流模式的升级转型做出合理化设想，力争提出可行性解决方案和提升JD物流竞争力的相关建议。
关键词：电子商务；配送模式；竞争力；智慧物流
Abstract
In recent years, the e-commerce industry has ushered in a new era of flourishing flowers. With its unique online operation and development mode, the e-commerce industry has become a new growth in the country’s economic development. Compared with the traditional retail industry, B2C e-commerce companies are gradually accepted and loved by more and more people through their transparent price system, convenient shopping methods, excellent product quality, fast logistics speed, and ultimate customer experience. This development mode has also accumulated a huge user base for businesses. After the operation mode and technical development of the front-end shopping mall gradually mature, the back-end logistics level has become the most important part of each company to open up the user experience gap. Logistics distribution, as an important part of logistics development, often needs to be occupied. A lot of manpower and material resources have become the cost center of the logistics industry. Therefore, the logistics distribution model has become the core competitiveness of e-commerce companies. Because each company's investment in the construction of logistics infrastructure and the choice of logistics distribution methods are different, the level of logistics distribution has gradually become a bottleneck in the development of more and more e-commerce companies, and even directly affects the level of corporate profits.
With the overall transformation and upgrading of the national economy, the introduction of the “Internet +” concept, and the development and improvement of emerging technologies such as artificial intelligence, big data, and cloud computing, logistics distribution has also entered a new era of “smart logistics”. As the representative of B2C e-commerce in China, JD.com’s logistics sub-group is based on the mission of reducing the cost of socialized logistics. Over the years, it has been continuously cultivating in the logistics industry. Through a large amount of technology accumulation, it has achieved the world's leading level in all aspects of logistics.
This article through the study of domestic and foreign logistics distribution related theory and literature, through the questionnaire survey, interviews and surveys, analytic hierarchy process and quantitative and qualitative analysis combined method of JD.com's logistics distribution of the current operating model data research, SWOT analysis and competitiveness analytic hierarchy process aims at optimizing and improving the problems existing in the logistics distribution process, and makes rationalization of the upgrade and transformation of the logistics model in the next stage, and strives to propose feasible solutions and enhance the competitiveness of JD.com.
Key word: E-commerce；Delivery mode；Competitiveness；Intelligent logistics
目  录
1 绪论 3
1.1研究背景 3
1.2研究意义 3
1.3国内外研究现状综述 4
1.4研究内容及技术路线 5
1.5研究方法 7
2 物流配送概述 3
2.1物流配送简介 3
2.2物流配送模式的类型 4
2.3新时代下的“智慧物流” 5
3 JD公司现状及物流配送竞争力分析 3
3.1JD公司基本信息 3
3.2JD物流配送SWOT分析 4
3.3JD物流配送竞争力评价指标权重计算 8
3.4JD物流配送竞争力评价 14
3.5JD公司物流配送存在的问题 19
4 JD公司物流配送模式的优化研究 3
4.1用户体验不统一 3
4.2物流配送模式封闭 8
4.3物流配送成本高 14
5 总结展望 3
5.1研究结论 3
5.2研究不足 3
5.3研究展望 4
参考文献 3