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On logistics management innovation in e-commerce The rise of e-commerce has posed challenges to traditional business methods and traditional enterprise management. As a logistics industry that already exists in industrial society, under the background of the information age, it is inevitable to innovate management models. 1. Background analysis of logistics management innovation (1) Logistics is an important part of e-commerce, and it is also the bottleneck. Like traditional business activities, e-commerce, an electronic business form, also includes information flow and business flow in the transaction process. , capital flow and logistics. These "four streams" coordinate and integrate with each other to effectively ensure the realization of transactions. As an important link in the business process, logistics is responsible for physical distribution services between raw material providers and product manufacturers, as well as between merchants and customers. An efficient logistics system is the guarantee for giving 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 a corresponding level of logistics system support, 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 in addition to payment authentication and security. "Father of Management" Peter F. Drucker 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 "difficulty in the business process". The old model of logistics management can no longer adapt to new needs. Management innovation is undoubtedly a solution to this problem. effective way to resolve conflicts. (2) E-commerce brings opportunities and challenges to logistics management. In addition to contradictions, the source of innovation also comes from changes in industry and market. The rise of the "fourth industry" - the information industry is one of the signs that the industrial society has entered the information society. The transformation of the industry has brought about changes in the market. Especially driven by e-commerce, economic and trade activities have broken through the previous limitations of time and space, changing from a two-dimensional market to a three-dimensional electronic purchase and sale market dominated by information circulation. The trend of internationalization and globalization of the market has been strengthened. These have 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. (3) Current situation of logistics management in my country E-commerce originated in the United States. Before this concept was proposed, the domestic logistics industry in the United States was already quite developed. Although e-commerce is booming in my country, the level of logistics technology and logistics management is seriously backward, and the logistics and distribution system is extremely imperfect, which has caused great obstacles to e-commerce. According to the survey results of the China Internet Network Information Center (CNNIC), the proportion of people who believe that "delivery is time-consuming and poor channels are the biggest problems in online logistics" is on the rise (data from four surveys from July 1999 to January 2001 6%, 9.26%, 10% and 9.86% respectively). This shows that the contradiction between the lag in logistics management and the development of e-commerce has become increasingly obvious and has begun to attract more and more attention. Innovating logistics management and improving the level of logistics management have become the prerequisites for the development of e-commerce in my country. 2. Realization of innovation in logistics management (1) Re-understanding of logistics management The concept of logistics first began in the United States. In 1915, Archie Xiao first proposed "Physical Distribution" in his book "Some Problems in Market Circulation" )" concept, after more than 80 years, the connotation of logistics has developed greatly in depth and breadth. Especially in the era of e-commerce, new breakthroughs have occurred in the understanding of logistics and its management. Some countries in Europe and the United States refer to logistics as "logistics", which specifically refers to the displacement of goods in space and time, including the logistics situation in circulation links such as procurement and distribution, production and processing, warehousing, processing and packaging, emphasizing the goal of meeting customer demand services. Pursue continuous improvement and innovation in logistics processes. In the e-commerce environment, logistics management is based on modern information technology and advanced management ideas, and has become an integrated operating model. With the rise of supply chain management (SCM, Supply Chain Management), logistics management has been included. The concept of supply chain emphasizes the interrelationship and interaction between marketing, logistics and products. 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 is closely related to the entire production and circulation process. (2) Innovative approaches to logistics management Following the “first source of profit” of saving raw materials and the “second source of profit” of improving labor productivity, establishing an efficient logistics system is known as the “third source of profit” for enterprises to establish competitive advantages. . In the era of e-commerce, traditional enterprises are faced with changes in corporate organization management, production operation management, and product marketing management. Logistics is a new source of profits for enterprises. Its management innovation should be based on the Internet and e-commerce. Through intensive modern management, merchants can achieve zero or low inventory and reduce product operation cycles to meet the needs of e-commerce enterprises. The ways of innovation in logistics management are mainly reflected in the following aspects: 1. Technicalization of Logistics Management In the Internet age, information technology is changing with each passing day. E-commerce has been closely related to information technology since its birth, and its development has a strong technical color. Today, when management efficiency is paid more and more attention, the relationship between technology and management practice is getting closer and closer. For modern logistics, the support of modern advanced technology is crucial. Networking is an important feature that distinguishes modern logistics from traditional freight. Efficient and smooth network facilities are the basis of logistics management, including logistics enterprises and upstream and downstream enterprises; within logistics enterprises; information exchange networks between logistics enterprises, and logistics entity distribution Construction of various aspects such as geographical network. In terms of logistics management technology, barcode technology, automatic warehousing management technology, electronic data exchange, electronic ordering systems, automatic sorting/access tracking systems, etc. provide strong support for the logistics management information platform. In addition, multimedia technology also plays a role in logistics activities, realizing the visual warehousing function of goods and providing customers with real-time inquiries about the delivery of goods. 2. Logistics management informatization Under the influence of e-commerce, corporate management has undergone major changes. The organizational structure has changed from the tower-shaped vertical structure in the past to a horizontal network structure, with fewer management levels and faster information transmission; in the transaction process, the previous transaction method based on the circulation of trade documents (documents) was reformed and digital electronic It conducts data exchange and business activities through electronic methods, and realizes the electronicization of transaction management; in terms of marketing management, it integrates customers into the marketing process and conducts real-time interactive communication between buyers and sellers. It is not difficult to find that information flow runs through the entire process of enterprise business operations, and changes in enterprise management are based on management informatization. The latest, reliable and real-time information is crucial to the supply chain and is a fundamental need for logistics management. In the process of e-commerce transactions, information flow is distributed in various links and runs through the entire process. The modern logistics system is a cross-departmental, cross-industry, and cross-regional social system. Logistics enterprises need to conduct frequent information exchanges with upstream and downstream companies. To achieve smooth connection between various parts, the smooth flow of information cannot be ignored. In e-commerce, the realization of zero inventory and the shortening of operation cycles also rely on the flexible transmission of information. By building a powerful information platform, information communication between various links in the logistics management chain can be strengthened, thereby promoting the modernization process of logistics management. 3． Flexible logistics management The development of e-commerce has transformed demand from large batches and standardization to small batches, personalization and rapidity. Enterprises need to "tailor-fit" products according to the actual needs of customers, and production has also changed from traditional large-scale, mechanized production to a flexible method based on time and cost. The entire production process has shown the characteristics of flexibility. Correspondingly, logistics management also needs to transition from rigidity to flexibility. In terms of the types of goods for logistics distribution, we should break through the traditional business methods, appropriately expand the original limited business scope, and carry out distribution according to the specific customized requirements of customers, so as to make the logistics varieties flexible and diverse. In terms of delivery time, based on an efficient information network and a convenient and fast delivery network, we can achieve quick response and agile delivery, and provide users with appropriate logistics solutions based on actual conditions. The business scope of traditional logistics is mainly the transportation of production raw materials between raw material suppliers and manufacturers; while 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 must play different roles in different links in the logistics chain, and operate flexibly among raw material suppliers, manufacturers and customers. 4. Logistics management integration The key to change and innovation is not to treat each individual individually, but to connect and balance all components.

After the management innovation of technology, information and flexibility, logistics management will achieve integration, that is, "the integration and system of the supply chain from production enterprises through logistics enterprises, sales enterprises to consumers with the logistics system as the core" change". As mentioned before, logistics no longer exists as a separate entity. It plays an important role in e-commerce and even the entire social production chain. Supply chain integration, coordination and integrated management are the most important features that distinguish modern logistics from traditional logistics. The transition from decentralized logistics to a socialized logistics system is a major change in the logistics model. Driven by economic globalization, logistics management is bound to become globalized. This is also a development opportunity brought by the e-commerce era to the logistics industry. Compared with traditional logistics management, e-commerce logistics management has obvious innovative features in terms of service concepts, distribution systems, technical support, and management features, as shown in the table below. Comparison table between traditional logistics management and e-commerce logistics management Traditional logistics management E-commerce logistics management service concept Scale-centered Customer-centered distribution system Single linear distribution network Mesh distribution network system Technical support Traditional management technology Network technology, information technology Information response Slow information transmission and slow response High degree of informatization and rapid response Management characteristics Rigidity Flexibility Degree of cooperation Pattern decentralization Emphasis on collaborative cooperation 3. Several current typical logistics management models At present, the development of e-commerce logistics is in the ascendant, and various logistics companies are emerging one after another. Business models also vary. To sum up, there are roughly three main logistics management models: the first is the self-built logistics system of e-commerce enterprises; the second is the third-party logistics distribution plan; the third is the fourth-party logistics distribution alliance. Each of these model solutions has its own characteristics, but they all undoubtedly highlight the theme of logistics management innovation. (1) E-commerce enterprises build their own logistics systems. In the development process of e-commerce, some traditional large-scale enterprise groups rely on their original huge chain distribution channels and retail networks to use e-commerce technology to build their own logistics systems and carry out logistics distribution. Serve. Lenovo Group, known as "China's Dell", already has a logistics system consisting of more than 3,000 outlets, and Founder Group is also working hard to develop its own flat logistics system. Most of these enterprises that have built their own logistics systems have strong capabilities, have accumulated experience in traditional business operations, and are transforming into e-commerce enterprises at a relatively rapid pace. If e-commerce companies want to gain competitive advantage, they must break through the traditional model and separate core functions from general functions under limited resources to maintain their competitive strength. Therefore, before adopting this management model, enterprises should consider whether logistics services are their core competitiveness and whether the self-built logistics system can fully exert its core functions. As Haier Group, which already enjoys a certain reputation in the international market, its e-commerce relies on "one person and two networks". "First" 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 for Haier, and Haier people are striving to make logistics capabilities the core competency for achieving competitive advantage. (2) Third-party logistics distribution Third-party logistics (TPL, Third Pady Logistics), usually also called contract logistics, refers to the third party that provides services in the entire circulation process from production to sales. It does not own the goods itself, but Through cooperation agreements or alliances, personalized logistics agency services are provided to customers at specific prices within a specific time period. The rapid development of e-commerce has put forward higher requirements for logistics services. Due to advanced technology and relatively complete distribution system, third-party logistics has become one of the ideal solutions for e-commerce logistics and distribution. This is also the product of the increasingly clear division of labor in society. 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" method. In foreign countries, third-party logistics is relatively popular. According to the survey, third-party logistics in Europe accounts for 20%-50% of the entire logistics share, while the proportions in the United States and Japan are 50% and 80% respectively. In early April this year, the first "UPS China Express" cargo plane of the American United Parcel Service company UPS made its maiden flight to Beijing. They have obtained direct flight rights to China and have established a logistics company (UPS Logistics) to prepare to focus on domestic logistics. market. The entry of "foreign logistics" has put considerable pressure on China Post, which wants to be the leader in logistics.

In domestic third-party logistics, China Post has advantages that other logistics companies cannot match, such as having a transportation network, business network, delivery network and settlement network all over the country. However, the "hardware" advantages left over from these traditional businesses are not enough. Ensure a favorable competitive position in modern logistics. Whether for traditional departments or emerging logistics companies, information and knowledge are the greatest added value of their logistics and distribution services. Business philosophy, management models, service quality and other aspects will become the core content of third-party logistics in the e-commerce era. (3) Fourth-party logistics alliance As a brand-new concept, the fourth-party logistics alliance incorporates many modern management ideas. In essence, a "fourth-party logistics provider" is a supply chain integrator that makes full use of third-party logistics, information technology providers, contract logistics providers, call centers, telecommunications value-added service providers, customers and itself. It integrates and manages the different resources, capabilities and technologies owned by the company and complementary service providers to provide a complete set of supply chain solutions. Resource integration and advantage integration are the characteristics of this alliance approach. In the actual operation process, the fourth-party logistics alliance aims to "explore the best opportunities to exert collective competitive advantages", adopts a virtual enterprise management model, and builds specific combinations according to specific needs. Third-party logistics in e-commerce is the inheritance and breakthrough of traditional logistics, while the fourth-party logistics alliance is completely an emerging product in the e-commerce environment and contains more management innovation awareness. Because of its emphasis on collaborative cooperation, it does not pose a threat to third-party logistics. On the contrary, the two complement each other and can further expand the scope of logistics services, enhance logistics service capabilities, and improve logistics management levels. In order to promote the further development of e-commerce and the logistics industry itself, my country has taken some specific measures, such as strengthening the construction and planning of logistics infrastructure; improving the logistics distribution system of my country's e-commerce enterprises; attaching great importance to the education and research of e-commerce logistics management. At the same time, in response to the decentralized pattern and resource waste in my country's logistics management, the country has made logistics distribution a service industry that will focus on development 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 concepts and innovating management models can the logistics industry cope with the challenges of the times and promote the further development of e-commerce.