“最后一公里”物流配送服务质量研究——以沈阳苏宁为例

“最后一公里”物流配送服务质量研究以沈阳苏宁为例摘要2020《中国互联网络发展状况统计报告》显示，自2013年起，我国已经连续八年成为全球最大的网络零售市场。截至2020年12月，我国网上零售额达11.76万亿元，我国网络购物用户规模达7.82亿。在网购客户越来越多的大背景下，电子商务企业的物流成为电商企业的发展的关键，京东自营物流、唯品会自营物流等等都快速发展。打通物流“最后一公里”，成为越来越多的物流公司以及电商平台发展的重要方向，作为物流配送的末端环节，其与客户面对面接触，代表着企业的形象，意义重大。而对于电商企业而言，“最后一公里”是电商面对客户的唯一方式，对于苏宁、京东、唯品会这种电商平台而言，“最后一公里”的服务质量则就显得更加重要了，严重影响客户对于平台和商品的满意度。可以说，对于电商企业而言，加强末端物流构建，打通“最后一公里”环节，是电子商务企业提高服务质量，抢占市场的必经之路。苏宁作为我国电器企业的龙头企业之一，但是在电子商务平台的发展方面仍然落后于淘宝、京东。虽然有着自身搭建的物流体系作为基础，但是在电商物流构建方面，仍然需要进一步完善，对其“最后一公里”环节服务质量的研究具有代表性意义，因此本文选取沈阳苏宁为例，采用文献研究、案例分析、数理统计等方式，结合沈阳苏宁的现状，对于沈阳苏宁“最后一公里”配送环节服务质量进行研究，发现沈阳苏宁在“最后一公里”环节存在一定的问题，包括配送专业性有待提高、时效性不够稳定、可靠性不足、灵活性缺失、创新性不足等问题，并根据物流发展趋势，提出相应解决对策，从而优化其物流体系，提升消费者满意度。希望通过本文的研究，促进以苏宁为代表的电商平台不断发展，创造电子商务发展的新趋势，为电商平台物流体系的构建、打通“最后一公里”配送环节提供参考与借鉴。关键词电子商务，“最后一公里”，物流配送，服务质量AbstractAccording to the 2020 statistical report on the development of China's Internet,China hasbecome the world's largest online retail market for eight consecutive years since 2013.As ofDecember 2020,China's online retail sales reached 11.76 trillion yuan,and the number of onlineshopping users reached 782 million.In the context of more and more online shopping customers,the logistics of e-commerce enterprises has become the key to the development of e-commerceenterprises.The self operated logistics of Jingdong and vipshop are developing rapidly.Gettingthrough the "last mile"of logistics has become an important direction for more and morelogistics companies and e-commerce platforms.As the end link of logistics distribution,face-to-face contact with customers represents the image of the enterprise,which is of greatsignificance.For e-commerce enterprises,"the last mile"is the only way for e-commerce to facecustomers.For e-commerce platforms such as Suning,Jingdong and vipshop,the service qualityof "the last mile"is more important,which seriously affects customers'satisfaction with theplatform and products.It can be said that for e-commerce enterprises,strengthening theconstruction of terminal logistics and opening up the "last mile"link is the only way fore-commerce enterprises to improve service quality and seize the market.Suning,as one of the leading enterprises of China's electrical enterprises,still lags behindTaobao and Jingdong in the development of e-commerce platform.Although it has its ownlogistics system as the basis,it still needs to be further improved in the construction ofe-commerce logistics,and the research on the service quality of its "last mile"link is ofrepresentative significance.Therefore,this paper takes Suning as an example,using literatureresearch,case analysis,mathematical statistics and other methods,combined with the currentsituation of Suning in Shenyang,Based on the research on the service quality of the "lastkilometer"distribution link in Suning,Shenyang,it is found that there are some problems in the"last kilometer"link,including the problems of distribution professionalism to be improved,timeliness to be not stable,reliability to be insufficie