On the innovation of logistics management in e-commerce, the rise of e-commerce challenges traditional business methods and traditional enterprise management. As an existing logistics industry in industrial society, the innovation of its management mode is inevitable under the background of information age. I. Background analysis of logistics management innovation (I) Logistics is an important content of e-commerce and also a bottleneck. Like traditional business activities, e-commerce as a form of e-commerce also includes information flow, business flow, capital flow and logistics in the transaction process. These "four streams" are coordinated and integrated with each other, effectively ensuring the realization of the transaction. As an important part of business process, logistics is responsible for the physical distribution service between raw material suppliers and product manufacturers, as well as between merchants and customers. Efficient logistics system is the guarantee to give full play to the advantages of e-commerce. However, in sharp contrast to the important role of logistics, its own management lags behind, which has become a "bottleneck" restricting the development of e-commerce. Without the support of logistics system, the operational efficiency of e-commerce will be greatly reduced. Logistics management has become an urgent problem to be solved in the development of e-commerce, except payment authentication, security and confidentiality. Peter F.Drucker, the "father of management", regards irreconcilable contradictions as one of the sources of innovation. From the perspective of logistics itself, its backwardness has caused the dilemma of e-commerce development to a certain extent and has become a "difficult point in business process". The old logistics management model can no longer meet the new demand, and management innovation is undoubtedly an effective way to solve this contradiction. (B) E-commerce makes logistics management face opportunities and challenges. In addition to contradictions, the source of innovation also comes from changes in industries and markets. The rise of the "fourth industry"-information industry is one of the signs that the industrial society has entered the information society. Industrial changes have brought about changes in the market, especially under the impetus of e-commerce, economic and trade activities have broken through the restrictions of time and space in the past, moving from a two-dimensional market to a three-dimensional electronic buying and selling market dominated by information circulation, and the trend of internationalization and globalization of the market has been strengthened. All these put forward higher requirements for the logistics industry. In the e-commerce environment, only by persisting in innovation can we cope with the opportunities and challenges brought by the external environment. (C) the status of logistics management in China E-commerce originated in the United States. Before this concept was put forward, the domestic logistics industry in the United States was quite developed. Although China's e-commerce is booming, the level of logistics technology and logistics management is seriously backward, and the logistics distribution system is extremely imperfect, which has caused great obstacles to e-commerce. According to the survey results of China Internet Network Information Center (CNNIC), the proportion of people who think that "time-consuming delivery and poor channels are the biggest problems of online logistics" is on the rise (the data of the four surveys from July 1999 to June 1 are 6%, 9.26% and 10% respectively. This shows that the contradiction between the lag of logistics management and the development of e-commerce is becoming increasingly obvious, and it has begun to attract more and more attention. Innovating logistics management and improving the level of logistics management have become the premise of developing e-commerce in China. Second, the realization of logistics management innovation (I) Re-understanding of logistics management The concept of logistics first began in the United States. In 2005, Archie Shaw first put forward the concept of "logistics" in his book Some Problems in Market Circulation. After more than 80 years of development, the connotation of logistics has developed greatly in depth and breadth. Especially in the era of e-commerce, a new breakthrough has taken place in the understanding of logistics and its management. Some countries in Europe and America call logistics "logistics", which refers to the displacement of goods in space and time, including the logistics situation in the circulation links such as procurement and distribution, production and processing, warehousing and packaging, and emphasizes the goal of meeting customer needs and services and pursuing continuous improvement and innovation in the logistics process. In the e-commerce environment, logistics management has become a comprehensive operation mode based on modern information technology and advanced management ideas. With the rise of supply chain management, logistics management is brought into it. In the concept of supply chain, the relationship and interaction among marketing, logistics and products are emphasized. Logistics no longer exists as a single entity, but has become an important link in the modern management system. Logistics management is no longer limited to its own scope, but closely related to the whole production and circulation process. (II) Innovative ways of logistics management After the "first profit source" of saving raw materials and the "second profit source" of improving labor productivity, establishing an efficient logistics system is regarded as the "third profit source" for enterprises to establish competitive advantages. Traditional enterprises are facing changes in enterprise organization management, production operation management and product marketing management in the era of e-commerce. Logistics management innovation, as a new profit source of enterprises, should rely on the network and e-commerce to realize zero inventory and less inventory for merchants, reduce product operation cycle and meet the needs of e-commerce enterprises through intensive modern management. The ways of logistics management innovation are mainly shown in the following aspects: 1. Logistics management technicalization information technology is changing with each passing day in the network age. E-commerce has been closely related to information technology since its birth, and its development has a strong technical color. Today, more and more attention is paid to management efficiency, and the relationship between technology and management practice is getting closer and closer. For modern logistics, the support of modern advanced technology is very important. Networking is an important feature that distinguishes modern logistics from traditional freight transportation. Efficient and smooth network facilities are the basis of logistics management, including logistics enterprises and upstream and downstream enterprises. Inside the logistics enterprise; The information exchange network between logistics enterprises, and the construction of distribution geographical network of logistics entities. In terms of logistics management technology, bar code technology, automatic warehouse management technology, electronic data exchange, electronic ordering system and automatic sorting/access tracking system provide strong support for logistics management information platform. In addition, multimedia technology also plays an important role in logistics activities, realizing the visualization function of goods storage and providing customers with real-time query of goods delivery. 2. Informatization of Logistics Management Under the influence of e-commerce, great changes have taken place in enterprise management. The organizational structure has changed from a vertical tower structure to a horizontal network structure, with fewer management levels and faster information transmission. In the process of trading, we have reformed the previous trading mode with the circulation of trade documents (documents) as the main body, adopted digital electronic methods for data exchange and business activities, and realized the electronization of trading management; In marketing management, customers are integrated into the marketing process and real-time interaction between buyers and sellers is carried out. It is not difficult to find that information flow runs through the whole process of enterprise business operation, and the reform of enterprise management is based on management informatization. Up-to-date, reliable and real-time information is very important to the supply chain, and it is also the fundamental demand of logistics management. In the process of e-commerce transaction, information flow is distributed in all links and runs through the whole process. Modern logistics system is a cross-departmental, cross-industry and cross-regional social system. Logistics enterprises need frequent information exchange with upstream and downstream, and smooth information flow can not be ignored in order to realize smooth docking between various parts. In e-commerce, the realization of zero inventory and the shortening of operation cycle also depend on the sensitive transmission of information. By constructing a powerful information platform, the information communication among all links in the logistics management chain can be strengthened, thus promoting the modernization process of logistics management. 3. The development of flexible logistics management e-commerce has changed the demand from large-scale and standardized to small-scale, personalized and rapid. Enterprises need to "tailor-made" according to the actual needs of customers, and the production has also changed from the traditional large-scale and mechanized mode to the flexible mode based on time and cost, and the whole production process presents the characteristics of flexibility. Correspondingly, logistics management also needs to transition from rigid to flexible. In terms of commodity types of logistics distribution, it is necessary to break through the traditional business model, appropriately expand the original limited business scope, and distribute according to the specific customization requirements of customers, so as to make the logistics varieties flexible and diverse. In terms of delivery time, based on efficient information network and convenient delivery network, rapid response and agile delivery are realized, and suitable logistics solutions are provided for users according to actual conditions. The business scope of traditional logistics is mainly the transportation of production raw materials between raw material suppliers and manufacturers; However, people's understanding of logistics is mostly limited to the distribution of goods between enterprises and customers in e-commerce. In the e-commerce environment, logistics activities have more and more functions. Logistics enterprises should play different roles in different links of the logistics chain and operate flexibly among raw material suppliers, manufacturers and customers. 4. The key of logistics management integration innovation is not to deal with each individual in isolation, but to link all the components and balance them. After technical, informational and flexible management innovation, logistics management will be integrated, that is, from the production enterprises, through logistics enterprises, sales enterprises and consumers, the supply chain with logistics system as the core will be integrated and systematized. As mentioned above, logistics does not exist as a single individual, but plays an important role in e-commerce and even the whole social production chain. The integration, coordination and integrated management of supply chain are the most important characteristics that distinguish modern logistics from traditional logistics. It is a great change in logistics mode to enter the socialized logistics system from decentralized logistics. Driven by economic globalization, logistics management is bound to go to the world, which is also the development opportunity brought to the logistics industry by the era of e-commerce. Compared with traditional logistics management, e-commerce logistics management has obvious innovative features in service concept, distribution system, technical support and management characteristics, as shown in the following table. Comparison Table of Traditional Logistics Management and E-commerce Logistics Management Traditional logistics management E-commerce logistics management service concept is scale-centered, customer-centered, single linear distribution network, mesh distribution network system technology supports traditional management technology, network technology, information technology, slow information transmission and response, and high degree of informationization. Rapid response, management characteristics, rigidity and flexibility, decentralized cooperation mode, emphasizing collaborative cooperation. Third, several typical logistics management models At present, the development of e-commerce logistics is in the ascendant, and various logistics enterprises emerge one after another with different business models. To sum up, there are three main logistics management modes: one is the self-built logistics system of e-commerce enterprises; The second is the third-party logistics distribution scheme; The third is the fourth party logistics distribution alliance. These models and schemes have their own characteristics, but undoubtedly highlight the theme of logistics management innovation. (1) Self-built logistics system of e-commerce enterprises In the process of e-commerce development, some traditional large enterprise groups rely on the original huge chain distribution channels and retail networks, and use e-commerce technology to build their own logistics system to provide logistics distribution services. Lenovo Group, known as "China Dell", has a logistics system consisting of more than 3,000 outlets, and Founder Group is also striving to develop its own flat logistics system. Most of these self-built logistics companies are strong, have accumulated in traditional business operations, and the pace of transformation to e-commerce companies is relatively rapid. In order to gain competitive advantage, e-commerce enterprises must break through the traditional mode and separate their core functions from general functions in the case of limited resources to maintain their own competitive strength. Therefore, before adopting this management mode, enterprises should consider whether logistics service is their core competitiveness and whether the self-built logistics system can give full play to its core functions. As a well-known Haier group in the international market, it relies on "one person and two networks" to do e-commerce. "One" refers to the brand, and "Second Network" refers to the distribution network and payment network. At present, logistics management has become a new growth point of Haier, and Haier people are trying to make logistics ability their core ability to gain competitive advantage. (2) TPL (Third Pady Logistics), also known as contract logistics, refers to the third party that provides services in the whole circulation process from production to sales. It does not own goods, but provides personalized logistics agency services to customers at a specific price within a specific period of time through cooperation agreements or alliances. The rapid development of e-commerce puts forward higher requirements for logistics services. Due to advanced technology and relatively perfect distribution system, third-party logistics has become one of the ideal solutions for e-commerce logistics distribution. This is also the product of the increasingly clear social division of labor. In addition to large enterprises that have the strength to build their own logistics systems, more small and medium-sized enterprises tend to adopt this "outsourcing" approach. In foreign countries, third-party logistics is more popular. According to the survey, the third-party logistics in Europe accounts for 20%-50% of the total logistics share, and the proportions in the United States and Japan are 50% and 80% respectively. At the beginning of April this year, UPS China Express, the first cargo plane of United Parcel Service Company of the United States, flew to Beijing for the first time. They won the right of direct flights to China and set up UPS Logistics, ready to attack the domestic logistics market. The entry of "foreign logistics" puts great pressure on China Post, which wants to be the chief logistics officer. In the domestic third-party logistics, China Post has incomparable advantages over other logistics enterprises, such as transportation network, business network, delivery network and settlement network all over the country, but the "hardware" advantages left over from these traditional businesses are not enough to ensure it to obtain a favorable competitive position in modern logistics. No matter for traditional departments or emerging logistics companies, information and knowledge are the greatest added value of their logistics distribution services, and business philosophy, management model and service quality will become the core content of developing third-party logistics in the era of e-commerce. (3) As a brand-new concept, the fourth party logistics alliance has incorporated many modern management ideas. The "fourth party logistics provider" is essentially a supply chain integrator, making full use of the capabilities of third party logistics, information technology providers, contract logistics providers, call centers, telecom value-added service providers, customers and themselves, and integrating the different resources, capabilities and technologies owned by management companies and complementary service providers to provide a complete set of supply chain solutions. Resource integration and advantage integration are the characteristics of this alliance model. In the actual operation process, the fourth party logistics alliance aims at "exploring the best opportunity to give full play to the collective competitive advantage", adopts the virtual enterprise management mode, and constructs specific combinations according to specific needs. The third-party logistics in e-commerce is the inheritance and breakthrough of traditional logistics, while the fourth-party logistics alliance is a new product in e-commerce environment, which contains more management innovation consciousness. Because it emphasizes cooperation, it does not pose a threat to third-party logistics. On the contrary, they complement each other, which can further expand the scope of logistics services, enhance logistics service capabilities and improve logistics management level. In order to promote the further development of e-commerce and logistics industry, China has taken some concrete measures, such as strengthening the construction and planning of logistics infrastructure; Perfecting the logistics distribution system of e-commerce enterprises in China; Attach importance to the education and research of e-commerce logistics management. At the same time, in view of the decentralized pattern of logistics management and the waste of resources in China, the country has regarded logistics distribution as the key service industry during the Tenth Five-Year Plan period, and the standardization and standardization of logistics management has also been put on the agenda. E-commerce has brought new opportunities for the development of logistics. Only by adhering to innovative ideas and innovative management models can the logistics industry meet the challenges of the times and promote the further development of e-commerce.