Convenient pickup point in e-commerce logistics: a theoretical framework for motivations and strategies

Xu Junjie, Wu Min

COMPUTER MODELLING & NEW TECHNOLOGIES 2013 17(5C) 209-213

School of Economics and Management, Anqing Normal University, No. 1318, Jixian N Road, Anqing, Anhui, P.R. China

The deployment of convenient pickup point is a novel way to tackle the bottleneck of terminal delivery in e-commerce delivery, exploration of key development motivations and channel organization strategies are benificial to theoretcial research as well as practice of relevant enterprises. Based on China industrial enviroment, a four-ring key motivation positioning model is proposed. In this model, the key motivation of e-commerce enterprise, express enterprise and the third-party platform is identified to improving service level, controlling delivery cost and pursuiting economical profit respectively, the detailed basis for above judgment is also provided. The development patterns of convenient pickup point are discussed, and a joint development alliance is encouraged to construct public pickup service network. Two kinds of operation patterns are compared with a pridiction on evoluion trend, developers are suggested to establish unattended point if provided captical guarantee. The potential schemes of channel layout are also revealed, to protect consumer’s perceived convenience, the entrance of residential area is regarded as the optimal place to establish pickup point. At last, conclusions and shortcomings are summarized with some proposals of futher research directions.