冷凍物流對於物流產業不是新的服務，但對電子商務公司來看這種服務越來越受到重視，因為它是其中之一的工具趨使公司可在商業裡最高的地位。技術與物流管理系統都是關聯因素可讓這兩個產業需要重視的。
本文以京東商城的個案研究,致力於宣傳有益的資訊探討中國的生海鮮產品冷凍物流模式的解決方式有好結果。此外，这篇論文的研究目的是為了尋找關於生海鮮產品冷凍物流模式動力和障礙。基本上本文分析今昔歷史資訊去了解中國的進口法規和生海鮮產品冷凍物流模式戰略。因此，本文的研究方法全靠著採訪的調查方法來研究冷凍物流的當今和未來的情況。
這篇論文不只是為了生海鮮產品冷凍物流學術研究，而為了尋找改善京東商城公司的情況，並希望本研究結果能有助於解決京東商城相同問題的其他亞洲物流公司所遇到的困境。

The cold chain logistic is not a new service in the logistic industry, but it is becoming more popular for the E-commerce companies due to the logistic is one of the tools to driving the business to be the best in the industry. The significant factors for these both parties need to be focused are technologies and the logistic management system. This research is done based upon the will to present the useful information as a good solution for the live seafood logistic in China based on the case study of Jingdong Mall Company. Moreover, the purpose of this research is focused on finding the drivers and barriers of the cold chain logistics for the live seafood products.
The methods of researching basically based upon the reading and analyzing the previous studies to gather all historical and present day information for deeper understanding of the cold chain logistic, together with the interview for detail information regarding important law and regulations, and strategies for the cold chain logistics toward the live seafood products in China. Therefore this thesis is focusing on restoring the knowledge of the cold chain logistics and analyzing the possible potential of its future direction to improve Jingdong Mall’s performance with the hope of being able to assist the logistic companies in Asia that meet with the same situation as Jingdong Mall had.

Thesis Validation Letter……………………………….………………………………..i
Acknowledgments…………………………………………………………………..…..ii
Abstract (Chinese)……………………………………………………………………..iii
Abstract (English)……………………………………………………………………...iv
Chapter 1 Introduction..................................................................................................1
1.1 Background………………………………………………………………..1
1.2 Problem Statement………………………………………………………..4
1.3 Conceptual Research Design……………………………………………..6
• 1.3.1 Research Question…………………………………………….....6
• 1.3.2 Research Purpose……………………………………………....7
• 1.3.3 Research Scope…………………………………………………….8
Chapter 2 Related Works……………………………………………………………...9
2.1 Definition of Topic………………………………………………………...9
• 2.1.1 Logistics…………………………………………………………...9
• 2.1.2 Cold Chain Logistics……………………………………………..11
• 2.1.3 Business to Customer (B2C)……………………………………..13
2.2 Theoretical Perspective……………………………………………….....14
• 2.2.1 SWOT Analysis…………………………………………………..14
• 2.2.2 PEST Analysis…………………………………………………....16
• 2.2.3 Value Chain Framework……………………………………….....17
Chapter 3 Methodology……………...………………………………………………..21
3.1 Research Strategy……......…...…………………………………………21
3.2 Research Method………………..………………………………….......23
• 3.2.1 Case Study…………………………………………….………...23
• 3.2.2 Deductive and Inductive Approach………………………………24
• 3.2.3 The source of Information………………………………..………26
3.3 Data Collection……………..…………………………………………….27
3.4 Case Selection………..…………………………………………………...30
3.5 Validity and Reliability………...………………………………………...31
Chapter 4 Results and Findings…………………………………..………………….33
4.1 Situation in China……………………………..…………………………33
4.2 Situation in JD.com……………………………..……………………….34
4.3 Logistics Systems used in JD.com……………..………………………..38
4.4 Analysis based on PEST Model………………..………………………..43
4.5 Analysis based on SWOT Model……………...…………………………47
4.6 Competitors in Thailand……………………...………………………….53
Chapter 5 Conclusion and Recommendation……………..………………………..61
5.1 Conclusion……………………………………..…………………………61
5.2 Recommendation……………………………..………………………….63
Reference…………………………………………………..…………………………..66
Appendix……………………………………………………...………………………..75
List of Acronyms…………………………...………………………………………….77

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