京东物流的运营模式与策略研究.doc

京东物流的运营模式与策略研究

【摘要】时代的变迁，网络的飞速发展从而使越来越多的传统企业不能

满足现有的社会需求，新型的互联网企业不断的涌现在电子商务行业中。电

子商务行业飞速发展，越来越多的企业加入到电商中，竞争越发激烈，各个

企业都在为赢得网购客户而努力，这无异又是对他们的一个挑战。例如，网

络产品逐渐向同质化发展，营销创新成本高，配送过程中商品损失率高，都

制约着电商企业的发展。物流企业的发展要与电子商务交易同步发展才能让

电商稳步前进，但电子商务发展飞速而物流企业发展缓慢，很难满足它的需

求。为了在激烈的竞争中崭露头角，京东商城专注于建造自己的物流体系，

本文通过研究国内外的文献，对京东的运营模式进行探究，分析现行运

营模式的问题，提出从物流配送体系，资源管理系统，行政管理多个方面提

供了改进的策略，希望其他电商企业引以为戒，正确选择自己适合的物流运

营模式。

【关键词】京东商城；电子商务；运营模式；策略

JD Logistics’ Operating Model and Strategy

Research

【Abstract】With the rapid development of the network and the changes

of the times, so many traditional enterprises cannot meet the existing social needs.

New Internet enterprises are emerging in the e-commerce industry. The rapid

and e-commerce can make e-commerce move forward steadily. However, the

rapid development of e-commerce and the slow development of logistics

enterprises make it difficult to meet its needs. In order to stand out in the fierce

competition, Jindong Mall focuses on building its own logistics system, creating

first-class logistics services, so that customers can improve their satisfaction in the

transaction process, and then promote their own brand, increase their influence, so

that self-built logistics and third-party logistics can be efficiently combined.

At present, with an annual turnover of 10 billion, JD's business scope is

expanding, resulting in the logistics model is not suitable for the development of

JD. In order to break this bottleneck, JD decided to invest a lot of manpower,

that other e-commerce enterprises can learn from it and correctly choose their own

suitable logistics operation mode.

【Keywords】JD Mall E-commerce Operating Model Strategy

目 录

1 前言 ..........................................................................................1

1.1 研究背景.................................................1

1.2 研究目的与意义 ...........................................3

1.2.1 研究目的..............................................3

1.2.2 研究意义..............................................3

1.3 研究内容.................................................4

3.1 京东简介与目标市场 .......................................9

3.2 业务模式.................................................9

3.3 经营理念................................................10

3.4 现有物流运营模式 ........................................10

3.5 优势与劣势 ..............................................11

4 京东物流运营模式存在的问题和对策................................13

4.1 京东物流的运营模式存在的问题 ............................13

4.2 提出对策................................................14

5 研究结论与展望....................................................................17

5.1 总结....................................................17

5.2 借鉴....................................................17