基于内容分析与GRA的小微电商企业3PL服务商实证选择

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摘  要：小微电商企业限于人力、物力与财力原因，一般采取与第三方物流服务商合作的线下物流配送模式减轻企业负担。选择第三方物流服务商受多种因素影响，文章利用内容分析法与灰色关联理论对小微电商企业的第三方物流服务商选择问题进行综合评价，并通过算例加以实证。

  关键词：电子商务；第三方物流；内容分析法；灰色关联法

  中图分类号：F713.365    文献标志码：A    DOI：10.13714/j.cnki.1002-3100.2025.03.020

Abstract： Micro e-commerce enterprises， limited by manpower， resources， and financial reasons， generally adopt an offline logistics distribution model in cooperation with third-party logistics service providers to reduce the burden on the company. The choice of third-party logistics service providers is influenced by various factors. This article uses content analysis and grey relational theory to comprehensively evaluate the selection of third-party logistics service providers for micro e-commerce enterprises and provides empirical evidence through case studies.

Key words： e-commerce; third-party logistics; content analysis; grey relational analysis

0  引  言

  据商务部资料，我国总计有超过4 000万的小微企业。（剩余4427字）