摘要随着现代信息技术的飞速发展、消费者生活水平的飞速提高及对商品需求的多样化和快速变化，传统的购物方式已经不能满足消费者日益增长的各方面需求。在这种情况下，基于电子商务的网络购物模式应运而生。62357

京东商城是国内网络购物商城及电子商务企业的典型代表，其配送策略值得深入研究。本文深入研究了京东商城的物流配送模式，对京东商城的物流配送策略进行优化，降低企业的物流成本，提高企业配送效率、物流综合服务质量和管理效率。同时通过PEST分析、波特的五力模型分析、SWOT分析来综合研究大环境下京东商城的各种配送策略，分析京东商城两种物流模式的优劣势，并提出有效的改进意见与可行的计划。

通过对京东商城配送策略的分析与研究，发现国内电商企业及其物流配送中存在的普遍问题，为国内物流业的发展提供借鉴。

毕业论文关键词：京东商城；物流配送模式；PEST分析；SWOT分析

Research on distribution strategy optimization of JD 

Abstract With the rapid development of modern information technology, the rapid increase of living standards of consumers and the persification of demand for goods and rapid change, the traditional shopping way cannot meet the demand of consumers growing in all aspects.In this case, based on the network shopping mode of electronic commerce arises at the historic moment.

    JD mall is domestic network shopping mall and the typical representative of e-commerce enterprises, its distribution strategy is worth in-depth study.This paper deeply studied the logistics distribution mode of JD mall, optimize the logistics distribution strategy of JD mall, reduce enterprise in the logistics cost, improve the efficiency of enterprise distribution, comprehensive logistics service quality and management efficiency.At the same time by PEST analysis, porter's five model analysis, SWOT analysis to comprehensive research circumstances of jingdong mall distribution strategy, analysis the advantages and disadvantages of two kinds of logistics mode, JD mall and put forward effective improvement opinions and feasible plan.

    Through the analysis and study of JD mall, you can find the domestic electricity enterprises and their common problems existing in the development of logistics, to provide reference for domestic logistics development.

Keywords：JD mall; logistics distribution model;PEST analysis;SWOT analysis

0 引言 1

1 网购企业的物流配送发展现状分析 1

1.1 背景分析 1

1.2 网购企业物流配送运营策略分析 2

1.3 网络购物物流模式的发展现状 3

2 京东商城物流配送现状分析 3

2.1 京东商城简介 4

2.2 京东物流配送的布局思路 4

2.2.1京东的物流发展思路 4

2.2.2京东的物流布局结构 4

2.3 京东物流模式 5

2.4 京东商城物流配送模式存在的问题 6

3 京东配送策略分析 7

3.1 基于PEST分析法的京东商城战略环境分析 7

3.1.1 PEST分析简介 7

3.1.2 京东商城宏观环境分析 7

3.2 基于波特五力模型的行业竞争分析