自建物流模式下B2C平台延迟交付补偿机制研究

In recent years, China's B2C market has become increasingly competitive, self-built logistics has gradually become an effective way for some large B2C platforms to grasp the user experience accurately. At present, China's self-built logistics model is still in its infancy, there are still some gaps between logistics capacity and online shopping distribution demand, especially during the large-scale online shopping promotional activities such as "double 11", "double 12", delayed delivery of online shopping products often occurs, which directly affects the consumer online shopping satisfaction and loyalty. Based on the game behavior between consumers and B2C platform, this paper constructs the B2C delay payment compensation model under self-logistics mode. And investigates how the B2C platform can develop the optimal delay payment compensation strategy and the influence of the relevant variables on the compensation strategy. The research shows that the optimal delay in the B2C platform is proportional to the selling price of the commodity and the return cost of the goods, and inversely proportional to the delayed delivery probability and the utility of the consumer buying the goods. Finally, the model is simulated numerically. This paper can provide a clear theoretical reference for the B2C platform to solve the problem of delayed delivery of goods under self-logistics mode.)