중국 국경간 전자상거래 플랫폼의 물류전략 연구 (The Logistics Strategies of China’s Cross Border E-Commerce Platforms)

서지정보

· 발행기관 : 한국국제상학회
· 수록지 정보 : 국제상학 / 34권 / 4호 / 285 ~ 305페이지
· 저자명 : 장 설, 김승철

초록

본 연구의 목적은 중국의 대표적인 국경간 전자상거래 플랫폼인 Alibaba와 Jingdong의 물류전략을 상호 비교·분석하여 각 전략별 우위성과 차별성을 도출하고 왜 서로 다른 물류시스템을 채택하고 있는지에 대해 분석하고자 하였다. 본 연구를 수행하기 위해 문헌연구 및 4개 요인 (기업강점 corporate strength, 물류중요성과 능력 importance and capability of logistics, 물류비용 logistics cost, 상품특성features of commodity)를 중심으로 within-case & cross-case Analysis를 이용하였다. 분석결과 선택원인으로 자본전략(capital strategy), 고객충성도(customer loyalty), 공급사슬(supply chain), 정보기술(technology) 등이 있었으며 자본전략이 서로 다른 물류시스템을 채택하는 주 원인인 것으로 판단되었다

영어초록

Purpose : The objective of this study is to identify the reasons why different CBEC Malls choose different logistics distribution systems based on case study of China’s CBEC platforms AliExpress, Joybuy,
Research design, data, methodology : In order to identify the adoption factors for different logistics strategies, Alibaba and Jingdong, China's leading e-commerce platform, were selected. In addition, Within-Case & Cross-case Analysis was conducted based on four factors(corporate strength, importance and capability of logistics, logistics cost and Features of commodity).
Results : the two companies adopted different logistics systems (3PL, Self-Built logistics). The reasons for choosing different logistics strategies were capital strategy, customer loyalty, supply chain and information technology. especially, the selection of logistics is not significantly affected by the corporate strength but by the capital strategy.
Conclusions : The selection of logistics is not significantly affected by the corporate strength but by the capital strategy. self-built logistics will eventually move toward openness and 3PL logistics can also work together with self-operated logistics. Alibaba and Jingdong have different overseas market expanding strategies. As for logistics it’s mainly based on the consideration of capital strategy, customer loyalty, supply chain and technology and these 4 factors have mutual interaction. In the future 4PL or 3PL and self-operated logistics may still be the mainstreams for CBEC logistics but two of them can be collaborated to improve customer loyalty.

참고자료

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