摘 要

近几年亚马逊在电子商务上的成就可谓非常瞩目。亚马逊中国的“全球开店”吸引了大量中国买家在亚马逊平台上开店。亚马逊在近期大力推广的FBA模式在亚马逊的“龙舟计划”上得到了体现。海外的亚马逊市场凭借着巨大的客户群体、较高的消费水平加上FBA模式帮助FBA卖家解决了海外物流难题，国内出现了大量亚马逊FBA卖家。从而产生了国内亚马逊FBA卖家的出口物流市场，不同规模、不同模式的物流提供商、代理商大量推广亚马逊FBA头程运输服务，帮助国内卖家将商品运输到海外的亚马逊FBA仓库。85258

本文通过分析亚马逊FBA头程服务市场，将当前市场上出现的头程物流模式概况为：国际快递、货运代理、集货物流和海外仓调拨。从亚马逊FBA卖家的物流选择来分析，产品特征、物流成本、物流服务能力及卖家公司的实力规模都是影响物流模式选择的重要因素。

本文采用AHP层次分析法，通过比较物流成本、物流效率、物流风险和物流限制四要素的重要性，建立判断矩阵，计算出各要素的权重。卖家只要能根据自身情况对这四个要素的重要性作出判断，便可以得出层次总排序表，从而得到最适合的一个物流模式。在此判断基础上，卖家根据实际情况建立较优的物流模式组合和计划。

毕业论文关键词：亚马逊；FBA头程；出口物流模式选择；层次分析法

Abstract

In recent years, Amazon's achievements in e-commerce can be described as very eye-catching。 Amazon China's global shop attracted a large number of Chinese buyers in the Amazon platform to shop。 Amazon in the near future to promote the FBA model in the Amazon Dragon Boat program has been reflected。 Amazon's overseas market by virtue of a huge customer base, a higher level of consumption coupled with the FBA model to help FBA sellers to solve the problem of overseas logistics, there have been a large number of domestic Amazon FBA sellers。 To produce export logistics market of domestic FBA Amazon sellers, different size and different patterns of logistics providers, distributors to promote a large number of Amazon FBA head carriage service, the seller will help domestic shipping goods to overseas Amazon FBA warehouse。

In this paper, through the analysis of the Amazon FBA head of the service market, the current market will be the head of the logistics model for the general situation of the international express delivery, freight forwarders, cargo logistics and overseas warehouse allocation。 From the Amazon FBA sellers to choose the logistics analysis, product characteristics, logistics costs, logistics service capabilities and the strength of the seller's company is an important factor in the choice of logistics mode。

In this paper, by using the AHP analytic hierarchy process (AHP), by comparing the importance of the four elements of logistics cost, logistics efficiency, logistics risk and logistics constraints, the judgment matrix is established, and the weight of each factor is calculated。 As long as the seller can according to their own situation to judge the importance of the four elements, we can get the total level of sorting table, so as to get the most suitable logistics model。 On this basis, according to the actual situation of the seller to establish a better combination of logistics models and plans。

Keywords: Amazon, FBA, Export logistics mode selection, AHP

目  录

1 引言 6

1。1研究背景 6

1。2研究的目的和意义 6

1。3研究方法及措施 7

2亚马逊平台及亚马逊FBA模式概述