摘要随着电子商务的深入发展，逆向物流的重要性越来越被认知。对电子商务企业而言，必须要重视退货逆向物流的价值，创造二次盈利空间，提高顾客满意度和争取赢得市场优势。随着逆向物流经济价值的逐步突现，许多知名电商企业把强化逆向物流作为提高自身在市场竞争优势的重要手段。本文是在电子商务前提下对企业逆向物流相关问题的探讨。采用文献分析法和案例分析法，通过国内外企业逆向物流发展情况的对比、分析逆向物流对电子商务企业发挥的极其重要经济价值，来进一步针对我国电商企业在逆向物流发展过程中存在的问题，结合具体的企业案例——天猫商城，提出管理策略。本文的研究探讨对我国电商企业在当前环境下如何提高逆向物流管理具有一定的理论价值和应用意义。关键词：电子商务；逆向物流；经济价值；管理策略AbstractWiththedevelopmentofelectroniccommerce,theimportanceofreverselogisticsisbecomingmoreandmorerecognized.Fore-commerceenterprises,wemustpayattentiontothevalueofthereverselogistics,createthetwoprofitspace,improvecustomersatisfactionandstrivetowinthemarketadvantage.Withthegradualemergenceoftheeconomicvalueofreverselogistics,manywell-knowne-commerceenterprisesregardstrengtheningreverselogisticsasanimportantmeanstoimprovetheircompetitiveadvantageinthemarket.Thisarticleisadiscussionontheproblemsrelatedtothereverselogisticsofenterprisesunderthepremiseofelectroniccommerce.Usingthemethodofliteratureanalysisandcaseanalysis,throughthecomparisonofthedevelopmentsituationofdomesticandforeignenterprisesandanalysisthereverselogisticsplayextremelyimportanteconomicvalueine-commerceenterprises,furtheraimingattheproblemofreverselogisticsintheprocessofthedevelopmentofChina'selectricitysuppliercompanies,combinedwiththespecificbusinesscase--Tmallmall,putsforwardthemanagementstrategy.ThestudyofthispaperhasacertaintheoreticalandpracticalsignificanceonhowtoimprovethereverselogisticsmanagementinthecurrentenvironmentofChina'se-commerceenterprises.Keywords：ElectronicCommerce；Reverselogistics；Economicvalue；Managementstrategy目录摘要..........................................................................................................IAbstract......................................................................................................II一、绪论.....................................................................................................1（一）选题背景.........................................................................................1（二）选题意义.........................................................................................21.理论意义.........................................................................................22.实践意义.........................................................................................2二、文献综述与研究现状.........................................................................2（一）电子商务下逆向物流的概念与内涵.............................................2（二）国内外相关研究.............................................................................4（三）文献述评.........................................................................................4三、电子商务下逆向物流的经济价值.....................................................5（一）提高客户价值，增加竞争优势.....................................................5（二）降低企业成本，增加利润.............................................................5（三）改善环境行为，塑造企业形象........................
