In this paper, we use Cournot-Stackerberg game model discussing the equilibrium sales, price and profits of different types of logistics distribution mode for B2C enterprise; the results show that: At a certain level of the service efforts, the purchasing cost and monitoring cost of logistics outsourcing satisfy a certain range, and there is an equilibrium outcome between B2C enterprise with self-operational logistics mode and outsourcing logistics mode. With the increase of monitoring cost of

more »

... utsourcing, B2C enterprise with self-operational logistics will get more competitive advantages than outsourcing logistics. When B2C enterprise with self-operational logistics and outsourcing logistics both improve their logistics service level, B2C enterprise with self-operational logistics will lose competitive advantages.