Research of Rural E-business Logistics Mode Selection Based on Profit Maximization

（1.Xi’an Peihua University，Xi’an，Shannxi710061，China；2.Xi’an Jiaotong University，Xi’an，Shannxi710061，China）

Abstract：In China’s rural areas，e- commerce enterprises continually follow the distribution pattern they use in urban areas，which leads to such problems as the convergent logistic pattern in all the rural areas and the coexistence of different kinds of logistic pattern in the same county. And this seriously hinders the development of rural e-commerce enterprises. The rural ecommerce enterprises should comprehensively consider such factors as transaction volume，rural residents’consumption idea and habit，the centralized or decentralized degree of residence place，and the logistics infrastructure in rural areas. With the help of profit maximization，taking a given county as the object，and based on the angle of the balanced logistic supply and demand，the authors find out that，during a period of time，the best logistic demand of all the e-commerce enterprises in this county will be realized when the last unit profit brought by a certain logistic pattern equals to the distribution cost；and the choice of selfbuilding logistics or 3PL logistics will be influenced by the profit of rural e- commerce enterprises and the transaction size. In developing rural e- commerce logistics，we should realize the improvement of enterprises’logistic efficiency with the help of integrating distribution resources，choose the differentiated logistic pattern，build the two- way，low carbon and green logistic value chain，and establish the 4th party logistic eco-system.

Key words：rural e-commerce；logistics pattern；profit maximization；e-commerce enterprises；county economy