下沉市场中电商自营模式的全链路成本管控研究——以京喜自营为例

Research on Full-Link Cost Control of E-Commerce Self-Operation Mode in the Sinking Market—Taking Jingxi Self-Operation as an Example

摘要: 中国消费市场结构变化促使下沉市场(三、四线城市及以下地区)逐步发展为电商行业增量发展的重要空间，该空间具备价格敏感度高、物流基础设施不完善的特征。自营模式是电商平台管理供应链、保障服务供给质量的有效方法，其成本管控能力直接影响其在下沉市场中的竞争成果。基于此，文章以京喜自营为例，从价值维度分析下沉市场中电商自营管理模式全链路成本管控在平台竞争力、产业生态和用户权益等方面的价值，并提出成本管控的具体策略和策略实施的保障路径，以期有效实施京喜自营全链路成本管控工作，为电商平台在下沉市场中的发展提供借鉴。

Abstract: Changes in the structure of China’s consumer market have prompted the sinking market (third- and fourth-tier cities and regions below) to gradually develop into an important space for the incremental development of the e-commerce industry, which is characterized by high price sensitivity and imperfect logistics infrastructure. Self-operated mode is an effective method for an e-commerce platform to manage the supply chain and ensure the quality of service supply. The cost control ability of the self-operated mode will directly affect its competitive results in the sinking market. Based on this, taking Jingxi self-operation as an example, this paper analyzes the value of full-link cost control of the e-commerce self-operation management mode in the sinking market in terms of platform competitiveness, industrial ecology, and user rights and interests from the value dimension, and puts forward specific strategies and guarantee paths for the implementation of cost control, in order to achieve the effective implementation of full-link cost control of Jingxi self-operation, and provide a reference for the development of e-commerce platforms in the sinking market.