dvantages of reverse logistics management of Jingdong from two perspectives: managers and consumers. It used SPSS 16.0 to analyze quantitative data, and based on conclusions of relevant literature reviewed to analyze qualitative data.The research results were from three phases to analyze Jingdong’s problems in reverse logistics management and note that consumers were less satisfied with Jingdong’s reverse logistics, and its current reverse logistics management was not conducive to improving its competitiveness. This study finally put forward recommendations on Jingdong’s future reverse logistics management from these perspectives: communication, reverse logistics process reengineering, information system management, logistics equipment and mode.
Abstract摘要
The dissertation took Jingdong, China as a research object to explore the problems existing in reverse logistics of Chinese B2C industry. It adopted both quantitative research and qualitative research methods, through questionnaires to collect quantitative data and semi-structured interviews to gather qualitative data. The research results showed that first of all, considering from the first phase of reverse logistics, problems of Jingdong in reverse logistics management included: consumers failed to completely understand Jingdong's return policies; the product information provided by the third-party sellers was incomplete and ineffective; there was no timely and effective communication between its customer service staff and consumers. Then, judging from the second phase, there was no unified standard in determining returned purchase, thereby increasing the time costs for processing returns; Jingdong’s return information management system failed to synchronize the exchange of data, deficiencies in Jingdong’s return information management system resulted in staff’s inefficient processing of returned items. Again, considering the third phase of reverse logistics, Jingdong and the third-party sellers did not use logistics equipment with unified standards, Jingdong’s staff dealing with reverse logistics lacked relevant training and they were less professional in dealing with returned purchase, resulting in low efficiency in handling, sorting, loading and unloading of returned goods; barriers in information communication between Jingdong and some third-party sellers led to low logistics efficiency. Once again, considering from customer satisfaction, Jingdong's return policies were not implemented as what it committed, and it deliberately impeded customers’ returning, leading to consumers’ low satisfaction. Finally, as far as competitiveness was concerned, Jingdong’s management departments and staff attached no importance to cost-benefit analysis on reverse logistics, there was no improvement carrying out on existing solutions to return; the current reverse logistics management of Jingdong was not conducive to improving its competitiveness. It was based on communication, reverse logistics process reengineering, information systems management, logistics equipment and modes to put forward recommendations for Jingdong’s reverse logistics management in future.
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Executive summary..........................................................................................................................6
Abstract............................................................................................................
