中國京東物流商業模式與策略布局分析

Abstract

近幾年來，中國零售產業蓬勃發展，在2018年的零售銷售規模已突破5兆美元，且發展前景樂觀，可望於2019年超越美國成為全球最大的零售市場。在發展良好且競爭激烈的中國零售市場中，京東集團憑藉其自營平台和物流服務脫穎而出，成為中國自營電子商務平台的代表企業，其中又以其物流服務最為大眾和市場熟知。京東在2004年進軍電子商務市場，2007年正式以「京東商城」立足B2C市場，並於同年投入物流體系之建置，在2014年，京東赴美國NASDAQ掛牌上市。京東的物流業務於2016年開始對外開放，接收來自京東商城以外的平台和社會物流訂單，開源第三方服務的收入，在2017年，京東物流子公司正式成立，以「智慧物流」為目標持續耕耘。 本個案藉由質性研究手法，透過次級資料蒐集和產業洞察，探討京東物流的績效表現與其所提供的產品和服務，從而分析出京東物流的營運架構以極其背後關鍵的成功要素為何，最終歸納出京東物流的策略思維與經營布局，了解支撐其快速物流配送服務和極致物流體驗的核心骨幹，並針對未來發展趨勢，提出本研究之結論與研究建議。

China’s retail market has flourished in recent years, and its total amount of sales has crossed $5 trillion in 2018. According to the research by eMarketer, China may overtake the United States as the world's largest retail market in 2019. Among this fast-growing and highly competitive industry, Jing Dong (JD.com, Inc.), one the biggest retailers in China, has dominated because of the high-quality services which customers experience while using its online platform and logistics service. In 2007, Jing Dong launched its online B2C e-commerce platform and has begun to develop its own logistics system. Few years later, Jing Dong went public via traditional IPO on Nasdaq in 2014 and started to provide professional logistics services and supply chain solutions to retailers and businesses across a wide range of industries. Jing Dong officially established Jing Dong Logistics, a company under Jing Dong group, which leverages the group’s advanced technology and logistics expertise to focus on developing the smartest, most efficient logistics system. The study is aim to analyze business performance and strategic management of Jing Dong Logistics with the method of case study. Using the qualitative method in order to define the key reasons that help Jing Dong Logistics to achieve its success and conclude the way Jing Dong Logistics maintains its position and influence in the Chinese retail industry.