中文摘要：

物流在电子商务中不仅仅作用于运输产品,其服务质量和成本还对顾客的购买意愿等产生重要影响。为了提高物流服务质量和降低流通成本,同时发挥服务差异化的竞争优势,一些大型联营型B2C平台自建物流体系并取得良好成效,然而建设中投资过大也给平台企业带来巨大压力,平台对此采取措施,决定开放自建物流,但由于联营型平台与其上联营企业利益关系复杂,自建物流的开放仍然面临一定挑战。基于以上情况,文章首先对联营型B2C平台物流现状进行总结,然后基于协同理论从消费者的角度分析该类型联营企业使用平台物流后可能对双方产品定价、销量、价差和销量差造成的影响,并从企业的角度分析判断在利润方面是否存在帕累托改进,从而为双方的策略选择提供理论指导。

英文摘要：

In electronic commerce, not only is the logistics used in transportation, but also its quality and cost are vital to the consumers purchase willingness. In order to improve the quality of logistics service, reduce the Cost of circulation and make full use of the competitive advantage in service dif- ferentiation, some large joint B2C platform have built their own logistics system and have achieved good results. However. there is huge pressure because of too much investment cost. The platform takes some measures to solve the problem. For example, some platforms open their own logistics. But in fact, there is a complex benefit relation between platform and the third party companies on the platform. Consequently, the openness of self-buih logistics faces a big challenge. Accord- ing to the above situation, this paper firstly summarizes the development at present of the self-built logistics and then an- alyzes the influences on product price, sales volume, the dif- ference in price and sales from the perspective of synergetic and consumer once the logistics is open and the third party companies uses it. Lastly, it helps analyze from the perspective of enterprises and judge if there is a Pareto improvement in the aspect of benefits so that the platform and the third party companies can get some theoretical guidance.