毕业论文--快速消费品的分销渠道物流配送模式研究.doc

摘要
作为快速消费品企业供应链一体化的关键环节,分销渠道的作用越来越重要,其表现将决定供应链的整体绩效。本研究主要目的在探讨分销渠道中物流配送选择不同模式时对渠道顾客产生的不同影响,以及由此对渠道整体竞争优势的影响。
在理论方面,本文通过广泛的阅读相关文献,将供应链物流衡量指标归纳为顾客满意度导向和成本最小导向两大指标,并确定了衡量市场竞争力的三个变量指标。在实证方面,通过对快速消费品代表企业云南省尤妮佳三年来的顾客满意度变化及市场竞争优势变化等检验变量进行纵向研究,并和其主要行业竞争对手情况做横向对比分析,究竟是顾客满意导向配送模式还是成本最小导向配送模式更具竞争优势。通过对文献的探讨和对实例,本文确定了物流配送系统只有以顾客满意导向为优选模式,才能不断的提高市场竞争力并发挥供应链一体化的整合优势。
关键字:快速消费品;分销渠道;物流配送模式;顾客满意导向;成本最小导向
RESEARCH ON INFECTION AND DISTRIBUTION LOGISTICS TOP-PRIORITY STRATEGY ABOUT MARKET
ABSTRACT
As the fast consumable enterprise supply chain integration of key link, distribution channel is ing more and more important role, its performance will determine the whole performance of supply main purpose of this study in distribution channels of distribution different mode of channel customers produce different effects, as well as a result of the influence of petitive advantage.
In the theoretical aspect, this article through extensive reading of the relevant literature, will the supply chain logistics indicators into customer satisfaction oriented and cost the smallest guide two index, and determines a measure of petitiveness of three variable the empirical research, through to the fast moving consumer goods on behalf of enterprises in Yunnan province Younijia three years customer satisfaction changes and petition advantage change and other test variables for longitudinal studies, and its petitor makes parison analysis, what is customer satisfaction oriented distribution mode or the minimum cost oriented distribution mode petitive on literature study and the examples, this paper determined the logistics distribution system only to customer satisfaction oriented optimization model, in order to continuously improve the petitiveness of supply chain integration and play the advantages of integration.
KEY WORDS: Fast moving consumer goods;Distribution channels; Logistics distribution mode; Customer satisfaction oriented; Minimum cost oriented
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