[Abstract] Based on the analysis of the development status of B2C enterprises, this paper points out that the inefficient logistics system is the biggest bottleneck for the development of B2C enterprises today, deeply analyzes various problems existing in the logistics of B2C enterprises, and on this basis, puts forward three logistics modes.

[Keywords:] B2C e-commerce logistics model third-party logistics chain operation

I. Introduction

B2C e-commerce takes the Internet as the main service means and electronic payment as the auxiliary to realize mass consumption and provide services, so B2C e-commerce is essentially an electronic retail. According to the19th Statistical Report on Internet Development in China by CNNIC (China Internet Network Information Center), as of 20071October 23rd, the total number of Internet users in China was1370,000. Such a huge online consumer group should give B2C enterprises ample room for development, but in fact, the life of B2C enterprises is not easy, except for a few such as Zhuo Yue and Dangdang. As early as a few years ago, when e-commerce just started, experts pointed out three bottlenecks restricting the development of e-commerce: network security, online payment and logistics distribution. For the first two, it has been confirmed by science and technology, management and practice. These problems are not bottlenecks, but the bottleneck problem of logistics distribution has not changed significantly. With the rapid development of modern logistics in China, theoretical research changes with each passing day, but the corresponding marketization and practice have failed to keep up with the pace of theoretical research. Nowadays, for B2C e-commerce enterprises, the constraint of logistics level has become the biggest obstacle to the development of B2C e-commerce enterprises.

Second, B2C e-commerce enterprise logistics problems

In China's B2C e-commerce activities, the main problem is that there is no effective socialized logistics distribution system to provide low-cost, timely and appropriate transfer services for the transfer of physical objects.

1. The development of logistics itself is lagging behind.

Compared with the development of e-commerce, even the logistics in developed countries can hardly keep up with the development of e-commerce. In China, logistics is a backward part of the economic field. An advanced e-commerce and a backward logistics are in sharp contrast, and the more rapid development of e-commerce in the future will widen the gap between them. On the surface, it is a problem of logistics service in China, and the reason behind it is that the platform of logistics service in China can not meet the needs of development.

First, the distribution cost is too high. The high distribution cost is finally passed on to consumers, making e-commerce a luxury consumption mode, away from the public;

Second, the response time is slow and it is impossible to deliver the goods in time. One of the advantages of e-commerce is that it is convenient and fast, but the actual situation is that users have to wait for a long time after placing an order online, which makes the cross-time advantage of e-commerce completely lost.

Third, the service areas and service commodities are limited. The existing distribution system is basically limited to big cities, not enough for small and medium-sized cities and vast rural areas, and the commodities traded are limited to small commodities such as books and audio-visual products.

2.2 characteristics. B2C e-commerce increases the difficulty of logistics service.

From the characteristics of e-commerce, e-commerce has promoted the informationization of things processing, the networking of enterprise management, the infinity of sales scope, the personalization and decentralization of consumer demand, and the flexibility of enterprise production, which requires the corresponding e-commerce logistics timeliness to be urgent and the logistics service to be customized. Informatization, automation, networking, intelligence and flexibility are the new requirements for logistics in the era of e-commerce. From the point of view of logistics distribution, the randomness and dispersion of commodity ordering will often lead to small batch and high frequency of distribution, which will bring great problems to distribution route planning, distribution schedule and rational use of distribution vehicles, and easily lead to the increase of logistics cost and the decrease of logistics service level. In addition, it is generally difficult to avoid damage and loss of goods in transit. For B2C enterprises without stores, the problem of after-sales service, especially the return of goods, and the extra expenses caused by it often hinder their own development.

The misunderstanding of 3.3. Understanding and Practice of B2C E-commerce Enterprises

First, B2C e-commerce enterprises pretend to be revolutionaries and leaders, thinking that traditional enterprises will be ruthlessly eliminated by e-commerce, thus ignoring or even denying the advantages and characteristics of traditional enterprises, especially dismissing the distribution mode of traditional enterprises and refusing to cooperate and integrate with traditional enterprises in logistics, making their own logistics bottlenecks increasingly prominent;

Second, B2C e-commerce companies often pursue a "big and complete" model, but in fact not all goods can run on the e-commerce platform. The biggest feature of the network is information exchange. Products with complex uses, high value, high technology content and strong professionalism are suitable for online sales. People are familiar with daily necessities, and the traditional sales network is very rich, which is obviously not suitable for online sales. The "big and complete" model increases the difficulty of logistics distribution, and it is difficult to form a scale of logistics dispersion;

Thirdly, B2C e-commerce companies fail to fully realize that logistics distribution is related to the service level of online stores, which is often the most sensitive factor for consumers and an important way to establish corporate brands. Abroad, B2C companies often have cooperative relations with large express companies such as United Express and UPS. Because the products sold by online stores are mostly small and exquisite, which are most suitable for express delivery, they have also been recognized by customers. Domestic B2C enterprises mainly rely on mail, but in fact it is not very ideal. Due to the bad influence of mail order goods in the past, customers are still wary of this delivery method. At present, the best way is to directly use the existing traditional sales network of merchants for distribution, so that customers can buy with confidence. However, not all businesses can do it, and it does not conform to the characteristics of online shopping. It can only be a temporary alternative behavior.

Third, B2C enterprise logistics model design

At present, China B2C e-commerce enterprises have different logistics systems and different business models. On the basis of comparing the B2C e-commerce logistics distribution system in developed countries, to sum up, there are mainly the following logistics modes suitable for China enterprises to carry out B2C e-commerce activities:

1. Self-built logistics mode

Logistics service is the core competitiveness of enterprises. From the specific situation of enterprises in China, many enterprises have established their own distribution channels after years of nationwide operation, and have a good logistics network and quite modern logistics technology and management experience. With the development of network economy, these enterprises can integrate their own resources and absorb external resources to form their own logistics distribution system when operating e-commerce.

When building their own logistics system, B2C enterprises can properly consider cooperation with warehousing companies and third-party logistics companies, integrate the resources of all partners in all aspects of logistics, and form a high-quality and efficient supply chain. For enterprises with perfect logistics system, they can also use their own logistics network to undertake the logistics distribution business of other enterprises and merchants, thus reducing the idleness and waste of resources, achieving the scale effect of network distribution and realizing low-cost and high-efficiency distribution.

2. Chain operation mode

This model relies on the widely distributed commercial network of the traditional chain industry to directly carry out sales distribution and sales services. Chain stores can provide practical support for online virtual shopping malls. Chain operation has developed healthily and rapidly in many industries, forming a network circulation pattern with large leading chain enterprises as the backbone, small and medium-sized chain service outlets as the supplement, and supermarkets, convenience stores, specialty stores, warehouse shopping malls and other formats coexisting. The characteristics of chain stores are the basis of good cooperation between B2C enterprises and them. People can order goods through the online platform of B2C enterprises, pick up the goods in nearby chain stores or deliver them to their homes, which is convenient and time-saving to complete the shopping process and enjoy complete and fast sales service. B2C enterprises shorten the distance and reduce the frequency of their own logistics through the network resources of chain enterprises, so as to realize the low-cost distribution of goods. The cooperation between chain enterprises and B2C enterprises can bring a large number of high-quality customers, and hardly cost anything, and brand awareness can also be improved at the same time.

3. Third-party logistics model

Now the online shopping methods are generally EMS and surface mail, followed by express delivery in the same city. These postal and express delivery companies generally deliver goods for the sake of delivery, and cannot provide customers with additional services. Internet companies can't get in touch with customers as soon as they arrive, and the cost is generally high. Real logistics refers to the physical flow in the process of commodity circulation, including transportation, loading and unloading, warehousing, information management and other links. As an industry, logistics should naturally be carried out by specialized companies, that is, third-party logistics.

The advantages of third-party logistics are obvious. It can enable B2C enterprises to concentrate limited resources to cultivate their core competitiveness, minimize inventory or even achieve zero inventory, while effectively ensuring supply. We can make use of the professional advantages and scale advantages of third-party logistics enterprises to improve the utilization rate of each link, realize cost saving and benefit enterprises from the separation of cost structure. Therefore, the third-party logistics has become the mainstream of international logistics development in 2 1 century, which is also in line with the general trend of gradual refinement of social division of labor.

For B2C enterprises, it is generally just to provide a marketing platform for various products. In China, B2C enterprises are small in scale and limited in economic strength. If the dividend gap of self-built logistics is too large, and the consumer market faced by B2C enterprises is generally small and scattered, then the cost of self-delivery is often high, which is unbearable for enterprises. At present, there are three delivery methods commonly used by B2C enterprises: mail, EMS and third-party logistics. Post office delivery is safe and feasible, but the speed is slow, the information feedback is lagging behind, and there is no extra service, and the third-party logistics effectively solves these disadvantages.

4. Logistics service quality solutions

Logistics service standardization

The standardization of logistics service is also called logistics standardization. As a member of standardization, logistics standardization is an activity process of formulating various technical standards and working standards and forming a national and even international logistics system standardization system according to the purpose and requirements of logistics rationalization. Its main contents include: tangible, such as the technical standards of various fixed facilities, mobile equipment and special tools of logistics system; Intangible, such as the working standards within and between each link of logistics process, the coordination requirements between technical standards of logistics system, technical standards and working standards, and the coordination requirements between logistics system and other related systems.

With the continuous improvement of the socialization of logistics, modern logistics, as an industrial type, must be guaranteed by certain standards if it wants to grow into a socialized industrial cluster. Therefore, countries with relatively developed logistics services in the world basically have relatively perfect logistics standard systems.

Application of Error Prevention Method in Logistics Service

The concept of Poka-Yoke originated from manufacturing industry, which means "error-proof system". Mr. Shinito, a Japanese quality management expert and founder of the famous Toyota production system, initiated the concept of Poka-Yoke based on his long-term rich experience in field quality improvement, and developed it into a tool to obtain zero defects and finally avoid quality inspection.

This method can be literally translated as "even a fool can do it" Because a large number of errors observed in the actual situation are not caused by employees' inattention or work interruption, the requirements for employees in the work process are minimized through standardized process control. Error-proof method is a process control method, which tries to participate in human intelligence in a standard way and minimize human intelligence participation.

The basic principle of error prevention method can be used in logistics service industry. According to the research of American service management scientists Chase and Stewat, Poka-Yoke in service can be divided into two categories according to the difference of error subjects: service provider's error prevention and customer's error prevention. In the logistics service industry, service provider error prevention can be further divided into service task type, service reception type and tangible element type, while customer error prevention can be divided into pre-contact type, medium-contact type and post-contact type.

Poka-Poke, a service provider, includes three aspects: one is Poka-York, a service task. Errors in logistics service tasks are very common, such as cargo damage and cargo difference in the process of cargo transportation and storage. Among them, the main reason is that there are problems or deviations in the service tasks of this kind of work. There are many error prevention methods that can be used to prevent such errors. For example, logistics enterprises prepare different loading and unloading equipment, trucks and warehouses for different goods, and mark them with different colors, so that service personnel can serve customers faster and more accurately. Secondly, the service accepts error prevention. In the process of logistics service reception, there will also be mistakes due to the carelessness of the service provider or other reasons. These mistakes include not transmitting information to consumers in time, not listening carefully to customers' service requirements, and making incorrect responses to customers' requirements. For this kind of problems in the reception process, the corresponding error prevention methods are, for example, setting up some necessary procedures so that employees can finish the service reception after all the work is completed and the customers give correct feedback. Finally, tangible factors prevent mistakes. Logistics service providers may make mistakes in providing tangible material factors, such as poor cleanliness of facilities and equipment, unclean uniforms, inappropriate room temperature, unclear service documents and so on. These tangible displays, which are closely related to the environment, have a far-reaching impact on the quality of logistics services. There is a lot of work to be done to prevent and eliminate this kind of mistake, and logistics standardization is one of the necessary work. In the above-mentioned logistics standardization, there is a standardization problem of tangible logistics products and facilities. The physical display of logistics companies should be standardized before considering diversification.

This part of customer error prevention includes three aspects: first, error prevention before service contact. Before the logistics service contact, customers may make mistakes, especially under the premise of insufficient tips and guidance, such as not carrying necessary documents or other materials, not choosing the right service, wrongly understanding their role in the upcoming service contact, and so on. When doing marketing work, logistics service providers should consider providing a detailed list of the cost of goods transportation and storage, and explain the whole distribution process and time in detail, so that customers can understand what they should do in this service. Second, error prevention in service contracts. When there are more logistics services in contact with customers, customers may be less involved, and more attention is paid to the completion of service tasks of logistics service providers. For example, in transportation, customers are concerned about where the goods have arrived and how long it will take to reach the destination. Therefore, in order to prevent customers from getting inaccurate information in the query, thus affecting their satisfaction, logistics service providers should provide accurate and convenient query systems to let customers know the completion of service tasks at any time. For express delivery business, there are also mistakes caused by customers' carelessness, misunderstanding or forgetting, such as filling in relevant documents incorrectly and failing to express their special service requirements. In view of this situation, we should pay close attention to its error prevention and error prevention in tangible factors before service contact. Finally, after-sales service contact. After any service contact, customers will generally review and evaluate this service experience, adjust their expectations for the next service, and sometimes give some feedback. The same is true of logistics services, and logistics service providers certainly hope that customers will put forward valuable opinions in a satisfactory situation. However, in this process, customers may make some mistakes, such as unwilling to point out service failures and unable to take correct actions after consumption. Logistics companies can encourage customers to evaluate services after the service is over. If an opinion form is sent when the goods arrive, the customer can get a gift after filling it out.

Four. conclusion

E-commerce logistics is a new revolution in the field of logistics. The vigorous development of e-commerce in China has been obviously restricted by the inefficient logistics system, which has become the biggest obstacle to the development of e-commerce enterprises, especially B2C enterprises. Only by constantly learning and drawing lessons from the latest achievements in the field of logistics and combining with the actual situation of their own enterprises can B2C enterprises explore the logistics mode suitable for their own enterprises in the process of implementing e-commerce, and on this basis, they can truly break through the logistics bottleneck and obtain high-speed sustainable development.