摘要:随着电子时代的进一步发展， 网上购物已成为大家的主要购物形势之一， 电子购物平台迎来了发展的大好时机。然而，网上购物其中有一个问题始终困扰着顾客和购物平台，那就是逆向物流。对于购物平台而言这既是困扰也是转机，如果能优化逆向物流将为自己赢得客户和节约成本。

　　　简单的逆向物流优化不能满足不断发展的要求，必须从高处思考，将逆向物流的未来纳入优化的范围。基于绿色物流理论的逆向物流分析，更有利于逆向物流体系的绿色化、从而达到抑制物流对环境造成危害，实现物流资源充分利用。

　　　本文以当当网为具体实例，在掌握逆向物流理论的基础上分析了当当网的逆向物流配送的流程、模式存在的优缺点以及实施的意义。在深刻认识绿色物流的基础上，再基于绿色物流理论对当当网的逆向物流的模式发展的需要进行了分析，并提出了当当网逆向物流绿色改进的具体措施。

关键词：当当网  逆向物流  绿色物流

ABSTRACT:With the development of the electronic, online shopping has become one of the main shopping situations; e-shopping platform ushered in a golden development opportunity. However, online shopping have a problem that always plagued the customer and shopping platform it’s reverse logistics - the popular return. This is not only plagued for shopping platform but also an opportunity, if they can optimize the reverse logistics it will win customers and cost savings.

　　　Simple reverse logistics optimization can not catch up with the evolving requirements, thinking from a height is necessary, must make the reverse logistics’ future into the scope of the optimization. Based on the green logistics theory of reverse logistics, will more conducive to green reverse logistics system, logistics and damage to the environment and thus take full advantage of inhibit logistics resources. 

　　　 This article used the example of Dangdang, analysis of Dangdang’s reverse logistics process, mode, advantage and disadvantage and the meaning of implementation. Then based on the of green logistics theory make analysis of Dangdang reverse logistics mode, optimization, also put forward my own views. 

Keywords: Dangdang; Reverse logistics; Green logistics;