电子商务于上世纪90年代在国内兴起，随着电子商务技术成熟和消费习惯的演变， 国内外的网购也同步得到迅速的发展。同时，因应国际物流成熟、支付便捷、对外贸易活 跃，国内的对外跨境电商生意也得到高速升温，近年无论是商品跨境交易数量和金额都迅 速膨胀。随着跨境电商交易的规模扩大，商品退货量也同步增多，形成顺向和逆向物流的 巨量常态。如何高效处理日常退货物流，成为所有跨境电商平台的重点工作，也是面向卖 家运营的核心竞争力之一，如何有效提升该竞争力已经成为重要课题。本论文主要从分析 J跨境电商平台退货物流效率管理存在的问题、原因入手，针对性提出退货物流效率提升 的策略建议，对优化提高该项工作效能有着重要意义。 本文以J跨境电商平台退货物流效率管理为研究对象，以电商管理理论和退货物流管 理理论为基础，对平台退货物流效率管理进行研究，并就平台存在的问题进行分析，给出 相应的改善对策。本论文共分为六部分，第一部分，介绍本论文研究背景、意义、国内外 研究现状、研究内容、研究方法；第二部分，介绍跨境电商退货物流概念和物流管理理论、 企业运营管理理论为基础；第三部分，J跨境电商平台退货物流管理状况，对跨境电商平 台行业状况进行分析，介绍J跨境电商平台的发展状况，以及J跨境电商平台退货物流管 理现状；第四部分，J跨境电商平台的退货物流效率问题及原因分析，分别是J跨境电商 平台的退货物流问题调查，退货物流效率低下带来的影响，例如影响卖家满意度，平台口 碑受损，业绩下降等。在问题产生的原因剖析方面，则发现平台主要由于退货物流管理组 织架构不完善、运作流程欠合理、缺少适配信息系统支撑等，导致效率低下；第五部分， J跨境电商平台退货物流效率提升对策，对应问题的原因，分别提出多项对策，包括调整 退货物流管理组织架构、优化退货物流管理运作流程、建设适配的退货物流信息支撑系统， 同时，针对各项措施，也对应提出执行的相关职能岗位、执行方法等，以明确可实施的方 向；第六部分，总结与展望，总结本文所写的内容以及对未来前景的展望。 本论文通过分析J跨境电商平台退货物流效率管理工作，深入针对性分析当前所存在 的问题点、衍生的不良影响、问题产生的诱因，并提出了相应的改善对策。这些改善对策 的提出及实施，可以在一定程度上解决J跨境电商平台退货物流效率问题，提升卖家服务 满意度，增强平台黏性和口碑，进而不断提高平台的销售业绩和收益，实现螺旋上升的良 性运作，促进J跨境电商平台的健康发展。 关键词：电子商务；J跨境电商平台；电商管理；退货物流效率； II Abstract E-commerce emerged in China in the 1990s. With the maturity of e-commerce technology and the evolution of consumption habits, online shopping at home and abroad has also developed rapidly. At the same time, due to the mature international logistics, convenient payment and active foreign trade, the domestic cross-border e-commerce business has also been growing rapidly. In recent years, both the number and amount of cross-border commodity transactions have been expanding rapidly. With the expansion of cross-border e-commerce transactions, the volume of goods returned has also increased, forming a huge normal state of forward and reverse logistics. How to deal with daily return logistics efficiently has become the focus of all cross-border e-commerce platforms and one of the core competitiveness of seller operation. How to effectively improve this competitiveness has become an important topic. This paper starts with the analysis of problems and causes existing in the efficiency management of return logistics of J cross-border e-commerce platform, and puts forward strategic Suggestions to improve the efficiency of return logistics, which is of great significance to optimize and improve the work efficiency. This paper takes the efficiency management of return logistics of J cross-border e-commerce platform as the research object, studies the efficiency management of return logistics of the platform on the basis of e-commerce management theory and return logistics management theory, analyzes the problems existing in the platform, and puts forward corresponding improvement countermeasures. This paper is divided into six parts. The first part introduces the background, significance, research status at home and abroad, research content and research methods of this paper. The second part introduces the concept of cross-border e-commerce return logistics, logistics management theory and enterprise operation management theory as the basis; In the third part, the management status of return logistics of J cross-border e-commerce platform is analyzed, and the development status of J cross-border e-commerce platform is introduced, as well as the management status of return logistics of J cross-border e-commerce platform is introduced. The fourth part analyzes the efficiency of return logistics of J's cross-border e-commerce platform and the reasons, including the investigation of return logistics of J's cross-border e-commerce platform and the impact of low return logistics efficiency, such as affecting sellers' satisfaction, the reputation of the platform being damaged, and the decline in performance. In terms of the analysis of the causes of the problems, it was found that the platform was inefficient mainly due to the imperfect organizational structure of return logistics management, unreasonable operation process and lack of adaptive information III system support. The fifth part, J cross-border electric business platform return logistics efficiency improvement countermeasures, the cause of the corresponding problem, respectively, puts forward several measures, including adjusting the return logistics management organization structure, optimize the return logistics management processes, construction adaptation of return logistics information support system, at the same time, according to a variety of measures, and proposed corresponding perform related functional position, method, etc, in order to make clear the direction of implementation; The sixth part, summary and outlook, summary of the content of this article and the prospect of the future. By analyzing the efficiency management of return logistics of J cross-border e-commerce platform, this paper makes an in-depth and targeted analysis of existing problems, derived adverse effects and causes of problems, and puts forward corresponding improvement countermeasures. These improvement countermeasures is put forward and implement, can be solved to a certain extent, J cross-border electric business platform return logistics efficiency, improve the seller service satisfaction, enhance the platform viscosity and word of mouth, and continuously improve the sales performance and benefits of platform, realize the benign operation of spiral, promote the healthy development of J cross-border electric business platform. Key words: electronic commerce; J cross-border e-commerce platform; E-commerce management; Return logistics efficiency; IV 目 录 摘要 ........................................................................ I Abstract ................................................................... II 目录 ....................................................................... IV 一、绪论 .................................................................... 1 （一）研究背景和意义 .................................................... 1 1. 研究背景 ......................................................... 1 2. 研究意义 ......................................................... 2 （二）国内外研究现状 .................................................... 3 1. 国外研究现状 ..................................................... 3 2. 国内研究现状 ..................................................... 4 （三）研究内容和方法 .................................................... 7 1. 研究思路 ......................................................... 7 2. 研究内容 ......................................................... 7 3. 研究方法 ......................................................... 7 二、论文研究基础理论 ........................................................ 8 （一）跨境电商基本特征 .................................................. 8 （二）退货物流管理基本概念 .............................................. 8 （三）退货物流管理相关理论概述 .......................................... 9 1. 物流6S目标管理理论 ..........................................