快速消费品分销物流模式研究

快速消费品的分销渠道物流配送模式研究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1设计（论文）专用纸第1页RESEARCHONINFECTIONANDDISTRIBUTIONLOGISTICSTOP-PRIORITYSTRATEGYABOUTMARKETABSTRACTAsthefastconsumableenterprisesupplychainintegrationofkeylink,distributionchannelisbecomingmoreandmoreimportantrole,itsperformancewilldeterminethewholeperformanceofsupplychain.Themainpurposeofthisstudyindistributionchannelsofdistributiondifferentmodeofchannelcustomersproducedifferenteffects,aswellasaresultoftheinfluenceofchannelcompetitiveadvantage.Inthetheoreticalaspect,thisarticlethroughextensivereadingoftherelevantliterature,willthesupplychainlogisticsindicatorsintocustomersatisfactionorientedandcostthesmallestguidetwoindex,anddeterminesameasureofmarketcompetitivenessofthreevariableindexes.Intheempiricalresearch,throughtothefastmovingconsumergoodsonbehalfofenterprisesinYunnanprovinceYounijiathreeyearscustomersatisfactionchangesandmarketcompetitionadvantagechangeandothertestvariablesforlongitudinalstudies,anditsmaincompetitormakeshorizontalcomparisonanalysis,whatiscustomersatisfactionorienteddistributionmodeortheminimumcostorienteddistributionmodemorecompetitiveadvantage.Basedonliteraturestudyandtheexamples,thispaperdeterminedthelogisticsdistributionsystemonlytocustomersatisfactionorientedoptimizationmodel,inordertocontinuouslyimprovethemarketcompetitivenessofsupplychainintegrationandplaytheadvantagesofintegration.KEYWORDS：Fastmovingconsumergoods；Distributionchannels;Logisticsdistributionmode;Customersatisfactionoriented;Minimumcostorientedi设计（论文）专用纸第i页目录摘要...................................................................................................................1ABSTRACT......................................................................................................1第一章绪论.....................................................................................................11.1研究的背景...........................................................................................11.2论文研究的目的和意义.......................................................................31.3论文的主要研究内容和预期目标.......................................................31.4快速消费品物流配送国内外研究现状...............................................41.4.1我国快速消费品配送物流探析..................................................41.4.2国外快速消费品物流现状..........................................................5第二章相关理论文献综述.............................................................................72.1营销渠道...............................................................................................72.1.1分销渠道的功能..........................................................................82.1.2渠道冲突与控制..........................................................................82.2物流配送基础理论...............................................................................92.3物流配送供应链绩效衡量指标.........................................................12第三章快速消费品分销物流及UC案例分析...........................................173.1尤妮佳公司案例背景介绍.................................................................173.1.1尤妮佳分销物流介绍................................................................17ii设计（论文）专用纸第ii页3.1.2尤妮佳现有订单处理模式........................................................183.2UC分销渠道的特点...........................................................................193.3研究对象的分销物流渠道分析.........................................................193.4我国快消品分销物流现存情况简述.................................................21第四章数据收集...........................................................................................254.1数据检验变量.....................................................................................254.2问卷调查表设计的分析.....................................................................254.2.1满意度调查问卷简介................................................................26第五章数据分析...........................................................................................295.1描述性统计分析.................................................................................295.2各驱动因素分析.................................................................................325.3内部关联度相关性分析.....................................................................355.4顾客满意度与销量、市场份额的关联度分析.................................375.4.1顾客满意度与销量....................................................................375.4.2顾客满意度与市场份额............................................................38第六章结论...................................................................................................41总结与体会.....................................................................................................43谢辞..........................................................................