A Study on the Collaborative Optimization of E-commerce Logistics and Delivery Models

Abstract

As China's e-commerce industry shifts from scale expansion to high-quality development, the core challenges in e-commerce logistics have evolved from mere delivery to issues of efficiency, cost, and service quality. Existing research has largely focused on horizontal comparisons between self-operated and platform-based franchise models, lacking a detailed analysis of the emerging trend toward the two-way integration of these dual models. Based on coordination theory and supplemented by case studies, this research analyzes the challenges of current e-commerce logistics delivery models, as well as the evolution of self-operated and franchise models from a polarized development pattern to a synergistic, two-way integration model. Ultimately, it proposes strategies for the coordinated optimization of delivery models. This study provides practical guidance for e-commerce logistics enterprises to overcome fulfillment bottlenecks and enriches the application scenarios of coordination theory in e-commerce logistics.