Executive summary执行摘要
据报道，B2C电子商务投诉的七大原因与物流有关，超过一半的顾客购物体验与物流有关，因此物流对B2C电子商务意义重大，也是关键影响B2C电子商务发展的因素（Wang，Yao和Huang，2007）。 Wang，Yao和Huang（2007）发现，缺乏良好的回报机制是导致客户拒绝网上购物的第二个原因。因此，逆向物流在该领域的经济价值得到了认真对待，逆向物流战略作为降低成本，提高顾客满意度和增强竞争优势的重要手段，受到越来越多人的关注。如何应对B2C电子商务市场的逆向物流成为电子商务企业成为了学术界越来越关注的课题。这项研究的目的是了解逆向物流对B2C公司的重要性，以及B2C公司如何利用逆向物流来提高客户满意度和竞争力。
It is reported that the top seven reasons for the complaint in B2C e-commerce were most related to logistics, more than half of customers’ shopping experience was related to logistics, thus logistics is significant for B2C e-commerce, it is also a key factor affecting the development of B2C e-commerce (Wang, Yao and Huang, 2007). Wang, Yao and Huang (2007) found that the lack of good return mechanism is the second cause leading to customers’ rejection of online shopping. The economic value of reverse logistics in this field has therefore been taken seriously, reverse logistics strategy as an important means to reduce costs, increase customer satisfaction and strengthen competitive advantage has been paid an increasingly attention by more and more people. How to deal with reverse logistics in B2C e-commerce market becomes the subject caused more and more attention of e-commerce businesses and academics. The aim of this research was to understand the importance of reverse logistics for B2C companies, as well as how B2C companies make use of reverse logistics to improve customer satisfaction as well as their competitiveness.
The literature review in this study has showed the importance of reverse logistics for B2C companies. More and more companies want to build an effective reverse logistics system to achieve the purpose of protecting the environment, controlling production costs, increasing profits, improving customer service quality, and thus improving competitiveness of enterprises (Lai, Wu and Wong, 2013). How to win the trust of customers and prompt customers’ recognition for reliability of e-commerce is a major issue that enterprises must address in operations of e-commerce, and the implementation of reverse logistics is an effective way to solve this problem (Abdulrahman, Gunasekaran and Subramanian, 2014). By implementing reverse logistics, enterprises conduct a quick response towards customer information and ensure that products which can not meet requirements of orders will be quickly recovered, so enterprises’ reverse logistics plays a strong supporting role for consumers’ confidence (Lai, Wu and Wong, 2013). Reverse logistics management have become an issue that online retailers are most concerned about. Reverse logistics management of modern B2C enterprises shows the characteristics of integration, informatization, specialization, greenization and industrialization. According to above literatures, the author constructed the theoretical basis of this study, attempting to combine with China's special market environment to explore Jingdong’s reverse logistics management, through analysis and evaluation on it to bring forward recommendations.
This study adopted the approach of combining quantitative research with qualitative research, through questionnaires and semi-structured interviews to collect data. The questionnaires aimed at consumers who have experience of returning goods from Jingdong, so as to understand their evaluation on the reverse logistics of Jingdong. In this study, 300 copies of questionnaires were distributed and 221 copies were available. The questionnaires were distributed and recovered through professional online survey website. The interviews took logistics managers of Jingdong as the objects, as the author of this study could directly contact with the three managers through personal relationships, and the managers have agreed to accept the interviews. Moreover, the managers were directly involved in the management of reverse logistics of Jingdong Mall, they could get access to the information needed in this study. This thesis attempted to understand the advantages and disa
