ABSTRACT
The vigorous development of e-commerce has promoted the growth of Chinese economy, especially the growth of logistics industry. E-commerce and logistics are complementary and mutually reinforcing. As a special form of e-commerce, rural e-commerce also has huge demand for the logistics industry. However, the rural logistics infrastructure and supporting system are still not perfect nowadays. Besides, the terminal delivery mode is not effective and efficient enough, leading to the mismatch between supply and demand. In order to solve this problem, we analyze the advantages and disadvantage among the three main delivery modes, namely self-operated logistics, logistics alliance and third-party logistics. Then, we explore and evaluate these modes to find the best delivery one by conducting Grey Relational Entropy Analysis. Finally, we point out the optimized management method of rural logistics based on the estimation results. This study is conducive to improving the logistics efficiency of rural e-commerce, giving play to the synergistic effect of rural e-commerce and logistics delivery mode, and thus promoting economic development to some extent.
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