중국 농촌지역의 택배배송방식 및 이용자의 활용실태에 관한연구

Abstract

Due to the rapid development of e-commerce , express delivery has become an important part of the modern service industry. With the evolution of the Internet, rural areas have gradually improved the network communication environment and farmers can enjoy convenient network service in China. However, the problem of ‘the Last-Mile’ has become an obstacle to the development of rural logistics. In remote rural areas, the economy is relatively underdeveloped and the logistics infrastructure services are very poor. Especially, in the case of rural areas in China, it is difficult to provide efficient express delivery services to meet the needs of consumers, because the information technology is not very well supplied, the roads conditions are poor and the area is widely dispersed. Therefore, solving the problem of the Last-Mile in rural areas is the key issue. In order to solve the problem of Last-Mile in rural areas, “CaiNiao Station” have been launched in rural areas. So the purpose of this research is to explore whether this model is accepted in rural areas. If this model is not accepted, I would like to know which method is the most preferred. In this paper, the rural areas of YanTai City is taken as the research area, and the issue of Last-Mile of logistics is explored from the perspective of consumers who have used the express delivery for more than a year. Through investigation, three delivery modes are obtained in rural areas: “Town Operation Centers”, “Door to Door”and “CaiNiao Station”. And according to prior research and interviews, we have set ten different conditions as follow: Convenience, prompt, openning hours, short distance, safekeeping, receive together, low damage probability, personal information protection, cheap, better service attitude of staff. In order to figure out whether consumers have the same degree of preference for the three delivery models, under these ten different conditions, we did a Friedman-test and Wilcoxon-test through SPSS 23.0 . The analysis results show that the most of customers are satisfied on the Model of “CaiNiao Station”, but more consumer prefer the Model of “Door to Door” in general. Especially in 6 conditions such as Convenience, prompt, openning hours, low damage probability, personal information protection ,better service attitude of staff, more consumers prefer to choose the model of “Door to Door”. According to the results, we could know that the model of “CaiNiao Station” is not the best way to solve the problem of Last-Mile of rural areas, and more and more consumers of rural areas prefer to use the model of “Door to Door”, although its price is more expensive than other two models. So the conclusion of this study is that to meet the needs of the masses, “Door to Door” needs to be spread in rural areas.

Keywords : Last-Mile, Rural Areas, Door to Door