Logical Deduction，Influence Factors and Construction Strategies of Online Offline and Logistics Coordination

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责任编辑：林英泽

（School of Traffic and Logistics Engineering，Shandong Jiaotong University，Ji’nan 250357，Shandong，China）

Abstract：Online offline and logistics collaboration is the core of the development of“new retail”. Generally speaking，the development of“new retail”in China has evolved from the primary stage to the middle and advanced stage，which also puts forward new requirements for online offline and logistics collaboration. Based on the reality of“new retail”development，the author logically deduces the collaborative development around the four stages of the collaborative development of online offline and logistics，discusses influence factors of collaborative development in combination with the retail system，logistics support， technology application and other factors，and puts forward the construction strategy of online offline and logistics coordination. The research shows that from a dynamic perspective，e-commerce and logistics collaboration，online and offline integration lay the foundation for online offline and logistics collaboration，while online offline and logistics collaboration will experience a process of evolution from linear collaboration to network and three-dimensional collaboration，which also indicates the progress from primary collaboration to middle and high- level collaboration. It is found that online offline and logistics collaboration is affected by three types of factors，including underlying logic，core support and upgrading support. The underlying logic factors include the degree of online and offline collaboration and the level of retail network collaboration；the core supporting factors include logistics network construction，logistics operation management level，and logistics ecosystem collaboration；and the upgrading support factors include digital intelligence collaborative application，supply chain integration and innovation. Different factors have different directions of action. The author proposes that we should adhere to the concept of "four modernizations"， implement the construction strategy of online offline and logistics coordination based on large- scale operation，be guided by innovative mode，supported by digital intelligent technology，take ecological system as the key，improve the level and efficiency of coordinated service，and establish the coordinated system.

Key words：“new retail”；online offline；“new logistics”；network collaboration；digital intelligence