京东外卖的竞争策略与可持续发展分析

Analysis of the Competitive Logic and Sustainable Development of JD Takeout

摘要: 本文研究了京东外卖在激烈市场竞争中实现可持续发展的路径。京东通过实施错位竞争策略，聚焦中高端品质商家并推行“0佣金”政策，同时依托京东物流体系优化配送效率成功打开外卖市场。在面临市场竞争激烈、物流成本较高、本地供应链拓展难等问题，京东通过供给体系深耕、物流基建降本增效、技术驱动供应链革新及社会责任协同等举措，来构建差异化的竞争优势，为电商企业下沉本地生活服务领域提供了战略参考。

Abstract: This paper studies the path for JD Takeout to achieve sustainable development in the fierce market competition. Jingdong has successfully opened up the food delivery market by implementing a differentiated competition strategy, focusing on mid-to-high-end quality merchants and promoting a “0 commission” policy. At the same time, it has optimized delivery efficiency by relying on the JD logistics system. Facing problems such as fierce market competition, relatively high logistics costs, and difficulties in expanding local supply chains, Jingdong has taken measures such as deepening the supply system, reducing costs and improving efficiency in logistics infrastructure, driving supply chain innovation through technology, and coordinating social responsibilities to build a differentiated competitive advantage, providing strategic references for e-commerce enterprises to penetrate the local life service sector.