Research on the Problems and Countermeasures of the "Last Mile" of Rural E-Commerce Logistics Distribution

DOI: https://doi.org/10.62517/jnme.202510105

Author(s)

Yuwei He*

Affiliation(s)

Business School, Shandong University of Technology, Zibo, Shandong, China *Corresponding Author.

Abstract

The strong enthusiasm of rural residents for online shopping has spurred efforts to address the problems existing in the "last mile" of rural E-commerce logistics distribution. However, a series of drawbacks, such as the lack of dedicated distribution facilities and professional talents, have hindered the progress of rural "local delivery." This paper aims to elaborate in detail on the relevant theories, current situation analysis, main existing problems, and corresponding countermeasures regarding the "last mile" of rural E-commerce logistics from several aspects. By referring to a wide range of materials and drawing on the research of various scholars on the "last mile" problem of rural E-commerce logistics distribution, this paper analyzes the advantages and some deficiencies of large enterprises like JD.com and Alibaba in the "last mile" of rural E-commerce logistics distribution, and puts forward its own insights, so as to point out a development path for the development of rural logistics and promote the vigorous development of rural logistics in China.

Keywords

Rural E-Commerce; logistics Distribution; The Last Mile; Countermeasures

References

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