B2C electronic commerce reverse logistics research--Report代写范文

Report代写范文:“B2C electronic commerce reverse logistics research”，这篇论文主要描述的是经济的发展也推动了中国电子商务的发展，电子商务也慢慢的向世人们展示出其本身的巨大优势，网上购物在世界各地都已经成为了一种趋势，销售商们如何才能够获取顾客的信任和忠诚，这与通过逆向的物流战略降低运营成品有着直接的关系，进而能够提高顾客的满意度。

In China, with the improvement of the e-commerce environment, the huge advantage of e-commerce itself has gradually emerged, selling services online and online shopping are popular in many countries (Veiga, 2013). The number of people shopping on the Web Sites and online consumption quantity soar, online sales grow exponentially (Jayaraman and Luo, 2007). In terms of how merchants get more trust and loyalty from customers in this market with huge potential, different scholars have different solutions. Ahluwalia and Nema (2006) found that "the lack of good returned purchase mechanism" is the second cause leading to customers’ refusing online shopping. The economic value of reverse logistics shows in this field, reverse logistics strategy as an important means to reduce costs, increase customer satisfaction and strengthen competitive advantage has been paid attention by more and more people increasingly (Fernández et al., 2008).  In B2C e-commerce market, how to deal with reverse logistics issues causes more and more attention by e-commerce companies and academics.

1.2 Research rationale

As the largest professional platform of 3C online shopping in China's B2C market, Jingdong Mall is the most popular and the most influential e-commerce site in the field of e-commerce in China (Teunter et al, 2000). In 2010, Jingdong Mall emerged as China's first online retail business with the scale of more than ten billion (Du, 2010). However, with the rapid development of Jingdong Mall, its logistics service level has not been developed simultaneously, leading to its high complaint rate (Han, 2006). The main problem of Jingdong Mall’s high rate of complaints is that its logistics services are not in place, especially the reverse logistics services. Consumers want successful returns and exchange goods, they will often experience many complex procedures and might not be successful (Li, 2010). The problem of Jingdong Mall in reverse logistics has certain representativeness. Therefore, this thesis chooses Jingdong Mall as the object of study to understand the ubiquitous problems in reverse logistics in Chinese B2C e-commerce businesses.

2.0 Research aim and objectives 研究目的和目标

This thesis aim to explore the problems existing in reverse logistics in Chinese B2C e-commerce businesses, based on this, it forms the following objectives:

Objective 1: Take Jingdong Mall as an example to understand the current situation of management of reverse logistics in Chinese B2C e-commerce businesses;

Objective 2: From the perspective of consumers to evaluate the management of reverse logistics in Chinese B2C e-commerce businesses taking Jingdong Mall as the representative, understanding the impact of their reverse logistics measures on customer satisfaction;

Objective 3: From the perspective of competitive capacity of enterprises to evaluate the management of reverse logistics in Chinese B2C e-commerce businesses taking Jingdong Mall as the representative, understanding whether their reverse logistics measures help to strengthen their competitive advantages;

Objective 4: From the perspective of corporate social responsibility to evaluate the management of reverse logistics in Chinese B2C e-commerce businesses taking Jingdong Mall as the representative, understanding the impact of management of reverse logistics on environmental protection;

Objective 5: To put forward recommendations on management strategy of reverse logistics in future for Chinese B2C e-commerce businesses taking Jingdong Mall as the representative

3.0 Literature review 文献综述

3.1 Definition of reverse logistics

Reverse logistics can be divided into return of goods and recycling. Returned goods are generally the returns from consumers to retailers arising from a variety of reasons, and the goods returned from retailers to manufacturers (Ni and Liao, 2009). Recycling of reverse logistics generally refers to the process of recycling the waste materials held by final consumers and sending them to companies of each node of a supply chain for classification and reuse. Reverse logistics in e-commerce mostly refers to returned purchase (Dissanayake and Singh, 2007).  

3.2 Significance of reverse logistics in e-commerce

Efficient reverse logistics in e-commerce can improve customer satisfaction, in e-commerce activities, feasibility and convenience of reverse logistics have become an important factor affecting customers’ purchase (Daugherty et al., 2003). In turn, network and computer information system provide technical support for achieving this efficient reverse logistics (Daugherty, Autry and Ellinger, 2001).

Efficient reverse logistics in e-commerce is the opportunity for enterprises to promote the optimization and integration of their own management systems, which help companies to improve internal operating efficiency and save costs (Gefen and Straub, 2003). It also helps businesses to rationally evaluate their production efficiency to provide reference for enterprises to reduce the ratio of return and maintenance. Implementation of reverse logistics strategies can reduce the final waste emissions to establish a corporate image of environmental protection in the public. Good reverse logistics system can help companies to analyze returned products, provide feedback to improve the design of products, so that the companies can design and manufacture specialty products to improve product competitiveness.

Under environment of e-commerce, it is through e-mail, sales site questionnaire to collect information about returned purchase, recalling harmful products, reminding expired products and so on, so that enterprises can grasp sales, usage and other information of products in order to carry out scientific analysis to make appropriate business decisions.

3.3 Measures of reverse logistics in the e-commerce environment

Xu and Jiang (2009) point out e-commerce enterprises need to develop development strategy of reverse logistics in the e-commerce environment, recognizing the economic and social benefits of implementation of reverse logistics, companies can not just focus on current interests, development of enterprises should be strategic, sustainable. Establish and improve reverse logistics processing systems, compress time for processing reverse logistics can both improve the credibility of enterprises and save costs.

Hung, Lau and Wang (2009) are from the perspective of information gathering and information system to propose that e-commerce operators should collect information about returned articles, classifying and treating the information separately. Through direct tracking the process of returning and handling costs, statistics of the rate of returned goods, the recycling rate, the inventory turnover rate to facilitate managers’ real-time tracking and evaluation. Through information system designed based on EDI system, it can achieve share information of returned purchase between manufacturers and vendors, improve production and marketing chains to ultimately reduce reverse logistics costs. Mukhopadhyay and Setaputra (2006) further propose the information that e-commerce operators need to gather includes reasons leading to consumers’ returning or making repairs, whether the reverse logistics channel is free, the efficiency of making reverse logistics enter into forward logistics system again, and so on.

Miller and Sarder (2012) are from the perspective of transport to analyze that enterprises should be based on their actual situation, logistics demand, strength of enterprises, industry competition, characteristics of products and other factors to choose logistics companies to cooperate in reverse logistics. They can share a channel with forward logistics, build new logistics channel, or outsource through third-party reverse logistics companies.

Zieger (2003) particularly points out the mode of operation of reverse logistics under the environment of e-commerce, it can make full use of cooperation with third-party logistics, building reverse logistics systems by means of third-party logistics can save costs and improve efficiency.

Visich, Suhong and Basheer (2007) were from a legal perspective to bring forward a clear emphasis on the responsibility of returning goods. They believed that it should have clear and definite clear ownership of returned merchandise in cooperation contract between manufacturers, suppliers and retailers , only detailed and explicit provisions embodying in the contract can avoid disputes.

3.4 Evaluation criteria of reverse logistics in ecommerce

When consumers return items back to vendors or third-party logistics companies, how long can consumers get information feedback and withdraw the funds is one of the important evaluation criteria for evaluation on performance of reverse logistics (Vaidyanathan and Yadong, 2002).

The speed and quality of putting into service of reshipped goods is an effective way to evaluate performance of vendors and manufacturers in handling goods of reverse logistics, it needs support of internal management information systems of a company, as well as the systems of e-commerce transactions between its manufacturers and upstream suppliers, downstream distributors (Xu and Jiang, 2009).

Maximizing business interests and social interests is the goal that a modern enterprise should strive for (Ni and Liao, 2009). Companies should give full play to the advantages of e-commerce, trying to minimize the environmental pollution risks existing in each node of reverse logistics (Du, 2010). The extent of damage to the environment is an important criterion for performance evaluation of reverse logistics.

3.5 Summary

This dissertation will be based on reviewing relevant literatures to introduce the performance, processes of the reverse logistics of Jingdong Mall, on the basis of Veiga’s (2013) and Li’s (2010) evaluation criteria to evaluate the reverse logistics management of Jingdong Mall. The theoretical innovation of this dissertation lies in that most of the above-mentioned literatures take the reverse logistics management of companies in European and American countries as research objects. There are differences in market environment, corporate culture and consumer behavior between China and the above Western countries, thus those theoretical results may not be fully adapt to China's e-commerce businesses. This study will be based on the European and American theory on reverse logistics to attempt to build a set of system info on reverse logistics of Chinese e-commerce businesses.

4.0 Research Methodology 研究方法

4.1Research approach

This study will use a combination of qualitative and quantitative research approaches. Quantitative research is conducive to collecting a lot of data, through analysis of data to find objective laws, but it is not conducive to conducting meaningful discussions on problems (Creswell, 2003). Qualitative research helps to further investigate the cause of a problem, but as the data samples obtained are limited, leading to a lack of representativeness (Denzin and Lincoln, 2000).

In this thesis, it will combine with quantitative and qualitative research approaches, which helps to make use of their strengths and compensate for their shortcomings, making the reliability and validity of findings higher.

4.2 Research methods

This study will use questionnaires and semi-structured interviews to collect data. The questionnaires aim at consumers who have experience of returning goods with Jingdong Mall, so as to understand their evaluation on the reverse logistics of Jingdong Mall. The interviews take logistics managers of Jingdong Mall as the objects, as the author of this study can directly contact with the three managers through personal relationships, and the managers have agreed to accept the interviews. Moreover, the managers are directly involved in the management of reverse logistics of Jingdong Mall, they can get access to the information needed in this study. This thesis attempts to understand the advantages and disadvantages of reverse logistics management of Jingdong Mall from two perspectives: managers and consumers.

4.2.1 Questionnaire

This study will use questionnaires to collect quantitative data. Questionnaires allow researchers to collect a large number of samples in a short time, which helps researchers with saving manpower, time and money, thus researchers use it in collecting quantitative data (Saunders, Lewis and Thornhill, 2007). 

In this study, 300 copies of questionnaires will be distributed. The questionnaires will be distributed and recovered through professional online survey website. The main contents of the questionnaire are divided into three parts. The first part introduces the purposes of carrying out the survey, as well as the method to fill in the questionnaire. The second part investigates the consumers’ evaluation on the management of reverse logistics of Jingdong Mall. Answers of the questionnaire will be expressed by using Likert scale, 1-5 respectively represents totally disagree to totally agree.

4.2.2 Interview

In this thesis, a semi-structured interview will be used to collect qualitative data. Semi-structured interviews have advantages of both structured and non-structured interviews (Denzin and Lincoln, 2000). Semi-structured interviews can not only avoid the limitations of lack of flexibility the difficulty in making in-depth discussions on issues in a structured interview, but also avoid time-consuming, laborious limitations, as well as difficulties in conducting quantitative analysis in non-structured interview (Saunders, Lewis and Thornhill, 2007). 

The interview objects in this study will be three managers of reverse logistics of Jingdong Mall. The interviews will be carried out by the form of a telephone interview. Interviews of each time will last about 25 minutes. Contents of the Interview mainly include understanding the point of view of the management of Jingdong Mall for reverse logistics, the content, processes of the reverse logistics management, from three aspects: feedback time of Jingdong Mall for consumers’ requesting returning, the speed and quality for putting returned merchandise into service again, whether reverse logistics is conducive to environmental protection to evaluate reverse logistics management of Jingdong Mall.

4.3 Data processing

The tool used for analysis of quantitative data in this study will be SPP16.0. The first part tests the reliability and validity of the questionnaires. The second part is the paired t-test conducted towards the collected data.

Information collected in the interview will be analyzed based on relevant conclusions of the literature review in this study from two aspects: the strengths and weaknesses of reverse logistics management of Jingdong Mall to analyze.

4.4 Limitation

The questionnaires in this study will be only 300 copies, while the number of annual consumers of Jingdong Mall is more than 1 million, the sample size only takes a small proportion of the overall samples, which may lead to lack of representativeness of the research results of this study. Interviewers in this interview did not accept professional training, they may have certain improper behavior and words in interview which may impact the psychology of respondents, leading to distortion of the interview results (Denzin and Lincoln, 2000).

5.0 Research ethic 研究伦理

The author guarantees that all data, information acquired in this study will be used in this dissertation and they will not be used for commercial purposes to avoid disclosing any personal information and data. All data, information involved in this study are guaranteed to be gathered, counted, inputted personally by the author, through repeatedly checking to ensure the authentic and valid.

6.0 Research sources 研究来源

In the process of completing this study, the following sources will be used, including computers, computer software, such as SPSS 16.0, Windows 8.0, Excel, as well as funds. Expenditure for this study includes costs for telephoning, travelling expense, costs for software and hardware acquisition, editing of the dissertation, and so on. The author can afford all the costs by himself.

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