摘  要随着网络技术的发展，网购已受全民青睐。然而随着网购量的增加，退货事件也在不断产生。本文首先结合电子商务及退货物流相关理论，分析网购退货物流的一般流程，特征及原因；其次，分析网络购物环境下的退货物流现存问题；第三，结合理论和现存问题，提出了完善对策；最后，以淘宝为例，构建退货物流服务满意度模型，通过问卷调查得出导致淘宝退货物流问题的主要因素是退货物流流程，并从适当增加退换货客服人员、由质检人员直接负责能否退货的咨询及鉴定工作、合理选择运输线路，提高退货商品包装质量、规范物流公司员工操作标准，加强物流专业人才的培养、应用物流信息技术，提高退货物流效率、建立第三方物流监管平台以及联合第三方物流企业，建立区域性集中退货处理中心七个方面提出改进措施。87080

毕业论文关键词：电子商务；退货物流；对策；淘宝

 Study on Return Logistics problems in the environment of online shopping

Abstract In the 21st century,with the development of the network technology, online shopping experience has been favored by all people。 But with the increase in the amount of online shopping, return events have also been produced。Firstly,this paper uses e-commerce and return logistics theory to analyze the process, characteristics and the reasons for return logistics in the online shopping environment。 Secondly,it analyzes the current problems of return logistics in the environment of online shopping。Thirdly,combining the theory and the current problems,the solutions are put forward。 At last,in the case of Taobao return logistics ,a model on return logistics service satisfaction is established。 By conducting a questionnaire survey ,we find out that the main factor of Taobao return logistics problems is return logistics process。 Finally, seven specific optimization strategies for Taobao return logistics process have been sumed up。Such as adding return service personnels properly,quality-control personnels directly taking on consulting and authentication for return,chosing transport routes reasonably and improving return packaging quality, standardizing logistics employees operating standards and strengthening the training of logistics professionals, applying logistics information technology and improving efficiency of return logistics,establishing the third-party logistics charge platform and combining with the third-party logistics enterprises to establish a regional centralized return processing center。

Keywords: E-commerce; Return logistics; Solutions; Taobao

目  录

0 引言 1

1 电子商务与退货物流概述 1

1。1电子商务的概念及分类 1

1。1。1电子商务的概念 1

1。1。2电子商务的分类 2

1。2退货物流的含义及其一般流程 3

1。3网络购物环境下的退货物流特征 3

1。4网络购物环境下退货物流产生的原因分析 5

2 网络购物环境下的退货物流现存问题 6

2。1对退货物流重视度不够 6

2。2退货流程复杂，处理时间长 7

2。3退货缺乏统一标准 7

2。4退货政策的不完善，使得退货率大大提升 8

2。5第三方物流企业发展粗放，与网购商家合作不紧密