In recent years, with the development of e-commerce, some e-commerce platforms have dominated the e-commerce market. Besides, both platforms and third-party logistics providers offer online logistics services, which affect consumer product purchase behavior. In this context, traditional offline firms face the challenges of whether to enter e-commerce platforms and which online logistics service to adopt. To address channel and logistics service selection decisions-making issues of these offline firms, our paper considers a market consisting of an offline firm, an e-commerce platform and a third-party logistics service provider, then develops three theoretical models, i.e., not entering the platform (Model NE), entering the platform and adopting the platform logistics (Model YP), entering the platform and adopting the third-party logistics (Model YT). The results imply that, the firm’s optimal channel and logistics service selection strategies are comprehensively affected by the annual service fee and the logistics cost time-sensitivity coefficient. Note that, the logistics cost time-sensitivity coefficient in this paper is equal to the logistics cost regarding delivery time multiplied by the delivery time, that is, shorter delivery time will bring more logistics cost. Moreover, the rise of labor costs, the outbreak of epidemics and natural disasters, etc., will lead to the increase of the logistics cost time-sensitivity coefficient. Specifically, if the annual service fee is relatively high, the firm should not enter the platform; otherwise, in the case of a relatively low (high) logistics cost time-sensitivity coefficient, the firm should enter the platform and adopt the logistics service of the platform (the third-party). From the perspective of consumers (maybe consider corporate social responsibility), the firm should enter the platform. In the extension, when considering consumer return behavior, we find that, as consumer’s online satisfaction increases, the firm shouldn’t necessarily enter the platform.

近年来，随着电子商务的发展，一些电子商务平台已经主导了电子商务市场。此外，平台和第三方物流提供商都提供在线物流服务，这会影响消费者的产品购买行为。在此背景下，传统线下企业面临着是否进入电商平台、采用何种线上物流服务的挑战。为了解决这些线下企业的渠道和物流服务选择决策问题，本文考虑了一个由线下企业、电子商务平台和第三方物流服务提供商组成的市场，然后发展了三种理论模型，即进站台（NE型），进站台采用平台物流（YP型），进入平台，采用第三方物流（Model YT）。结果表明，企业的最优渠道和物流服务选择策略受到年服务费和物流成本时效系数的综合影响。需要注意的是，本文中的物流成本时效系数等于交货时间的物流成本乘以交货时间，即交货时间越短，物流成本越高。而且，劳动力成本的上升、疫情和自然灾害的爆发等，都会导致物流成本时效系数的增加。具体来说，如果年服务费比较高，企业就不要进平台；除此以外，在物流成本时效系数较低（高）的情况下，企业应进入平台，采用平台（第三方）的物流服务。从消费者的角度（或许可以考虑企业社会责任），企业应该进入平台。在延伸中，在考虑消费者的退货行为时，我们发现，随着消费者在线满意度的提高，企业不一定要进入平台。