ESG 기반 지속가능한 물류 서비스 디자인 프레임워크 구축 연구

This study aims to construct an integrated framework for logistics service design that incorporates sustainability principles based on ESG (environmental, social and governance) concepts.Two representative logistics companies from China and South Korea, Jingdong and Coupang, are selected for the study, and through a comparative analysis of their logistics service designstrategies and ESG implementation paths, this paperseeks to propose a foundational model for integrating sustainability concepts with logistics service innovation.At the theoretical level, the study explores the interactions among the three dimensions of environment, society, and governance, with a particular focus on how these factors affect operational efficiency, user-centered service design, and the path to long-term value realization.The study adopts a systematic analytical approach to interpret the ESG reports and strategy documents published on the official websites of Coupang and Jingdong to assess the degree of integration of ESG concepts in their logistics operations, and to compare their specific practical initiatives and implementation effectiveness.In summary, this paper not only recognizes the potential for integrating sustainable design and service diversity in logistics service design, but also goes a step further by proposing the concept of a modular, flexible, and adaptable service design platform. It approaches the service framework both conceptually and practically, structured around three core dimensions: first, technological infrastructure; second, institutional arrangements; and finally, human-centered service design. Taking into account the socio-cultural differences between China and South Korea, the paper compares the design diversity of logistics service enterprises in both countries and proposes a modular ESG service design platform as a practical guide for advancing sustainable logistics services and highlighting the significance of design integration.