有关市场营销的企业物流管理的探析中英文对照.doc

//有关市场营销的企业物流管理的探析中英文对照The analysis of enterprise logistics management on marketing. In both Chinese and English营销物流指的是在营销过程中，产品经过一系列的流转服务流程，如计划预测储存订购运输签收等，最终将产品送到顾客的手里，并向企业反馈顾客需求产品的相关信息，完成整个循环过程1。在市场需求链、企业供应链中，营销物流是最活跃的环节。Marketing logistics refers to in the process of marketing, the product through a series of service process, such as plan to predict - storage - order - transportation - sign after receiving STH, etc., in the end to send products to customers, and feedback to the enterprise customer demand for products of relevant information, complete the whole cycle 1. In the chain of market demand, enterprises in the supply chain, marketing, logistics is the most active link. 1.物流管理对企业营销的影响1. Logistics effects on enterprise marketing 1.1对产品策略的影响1.1 the impact on the product strategy 从产品策略方面看，在物流活动中，与物流工作人员关系最密切的便是推销员、采购员与客服。物流部门的销售员最能感受到产品是否已到达成熟期，并能将产品信息反馈给营销策划部2。In terms of product strategy, logistics activities, logistics staff in relation to the salesman, buyer is the most close to customer service. Logistics department salesman whether can feel most products has reached maturity, and product information feedback to marketing planning department 2. 1.2对价格策略的影响1.2 impact on pricing strategies 正确的价格策略是维持顺畅的物流活动并保证其深度与广度的对策。在价格策略中，其对客制定的数量折扣将会使顾客的订货量受到不同程度的影响，合适的优惠折扣可吸引顾客增加订货量，将仓库的工作重心转为处理数量较大的订单，使搬运、运输工作简单化、高效化3。所以在制定价格时，综合营销与物流双方面的信息，方可制定出适合的定价方案，满足两个部门的需求。Correct pricing strategy is to maintain smooth logistics activity and to ensure that the depth and breadth of countermeasures. In pricing strategies, its quantity discount for guest will make the customer order is affected by different degree, the appropriate discount to attract customer to increase quantity of goods, the warehouse work center of gravity to a large number of orders, the handling, transportation, work simplification, efficiency, 3. So in setting prices, integrated marketing and logistics both sides below information, can make a suitable pricing plan, meet the needs of two departments. 1.3对销售策略的影响1.3 the impact on the sales strategy 企业应根据产品的价格、特征、市场需求量与地点等对产品分销渠道的选择综合考虑，再决定采用何种分销渠道，例如批发商、代理商、零售商等，确保物流活动可顺畅进行。产品的销售渠道的选择与物流活动的各个环节息息相关，例如预测需求量、处理订单、包装与运输等。Enterprise should according to the product price, features, market demand and location selection of distribution channels for products such as comprehensive consideration, and then make a decision what distribution channels, such as wholesalers, agents, retailers, etc., to ensure the logistics activities can be conducted smoothly. Product sales channel selection is closely related to each link of logistics activity, such as forecasting demand, process orders, packaging and transportation, etc. 1.4对促销策略的影响1.4 impact on marketing strategy 大量投资促销活动是支持推销员提高产品销售总量的措施，例如广告宣传、公共宣传等。此外，营销部与物流部要紧密合作，建立信息系统，加强部门间的信息传递速度，对促销活动的各个物流环节不断沟通交流。Substantial investment promotion is to support the salesman improve measures of total sales of the products, such as advertising, publicity, etc. In addition, the Marketing Department and logistics department to work closely, set up information system, strengthen the information transfer speed between departments, to the promotion of all logistics links continue to communication. 2.加强物流管理，优化企业市场营销2. To strengthen logistics management, optimization of enterprise marketing 2.1市场后勤观念的树立2.1 logistics concept of the market “市场后勤观念”是现今市场提倡、强调物流管理的营销理论4。“市场后勤观念”是企业以市场需求为出发点，而不是以现有产品为起点。企业要先对市场消费者的不同需求进行考虑，然后结合市场需求，安排工厂相应的工作，企业以满足顾客需求、提高产品销量、优化物流服务为前提，策划产品的物流活动。并不断改善沟通方式，采用先进的信息技术，以达到信息共享的目的，优化企业市场营销。Market logistics concept is advocated nowadays market, emphasis on logistics management of the marketing theory 4. Market logistics concept is the enterprise to market demand as the starting point, rather than as a starting point to existing products. Enterprises should first to the market, considering the different needs of consumers and then combined with the market demand, arrange the work accordingly, enterprise in order to meet customer demand, improve product sales, optimize logistics services as the prerequisite, products planning of logistics activities. And constantly improve the communication, the use of advanced information technology, to achieve the purpose of sharing information, optimization of enterprise marketing. 2.2根据营销策略制定物流环节2.2 according to the marketing strategy to develop logistics link 在企业营销过程中，物流管理在市场营销中的各个环节起到重要影响作用，因此，企业应站在市场营销的角度，结合产品的设计、构想，加强企业物流的管理，提高企业资源的运输、储存效率，降低其成本，使企业既可降低成本，又可促进销售。另一方面，企业还应提高物流管理效率，使产品流通的环节得到减少，市场销售的渠道得到优化5。企业结合自身行业的特征，选择契合相应的物流模式，对产品的流通网络不断完善，以支持营销渠道不断优化。In the process of enterprise marketing, logistics management play an important role in the marketing each link, therefore, enterprises should stand in the perspective of marketing, combined with the design of the product, idea, strengthen enterprise logistics management, improve the efficiency of enterprise resources, transportation, storage, reduce the cost, make the enterprise can reduce costs, and can promote sales. On the other hand, enterprises should also improve the efficiency of logistics management, to reduce product circulation links, market sales channels to optimize 5. Companies based on industry characteristics, choose fit into the corresponding logistics mode, to continuously improve products circulation network, to support the marketing channel optimization continuously. 2.3营销部与物流部紧密配合2.3 Marketing Department and logistics department work closely 在企业经营活动过程中，营销部与物流部应紧密合作，结合产品的各方面情况，如产品价格、产品销售渠道、产品促销活动等，共同商讨营销策略。营销部与物流部可通过合作对企业的营销活动、物流能力与产品物流成本等信息进行全面的了解，结合物流管理与营销管理，形成较为全面的管理，增强企业系统合作紧密性，对营销活动及时提供支持，使企业营销活动实现高效性、高质性的运作6。In the process of enterprise business activities, Marketing Department and logistics department should work closely, combining all aspects of products, such as product price, product sales channels, product promotion, etc, to discuss marketing strategies. Marketing Department and logistics department can through the cooperation of enterprises marketing activities, logistics capability, and thoroughly understand the product information such as logistics cost, logistics management and marketing management, form a comprehensive management, the enhancement enterprise system tightness of cooperation, to provide timely support marketing activities, make the enterprise marketing activities of realization of high efficiency, high quality operations 6. 2.4实行差异化物流服务2.4 with differentiated logistics services 产品是营销活动的价值核心所在。一个产品项目的开发决定了其营销活动的开始，最后形成一个具备进入市场能力的成功产品。生产技术具有可传递性、可复制性的特点，现今市场的产品同质化情况普遍，很难实现产品差异化7。在此种市场背景下，企业须实行差异化物流，在各物流环节中对顾客的需求、利益全面关注，积极培养开放的想象力，创新物流服务，提高服务意识的主动性；对顾客的消费偏好、价值取向进行充分考虑，确保对顾客的服务质量及承诺，针对顾客及时调整服务内容，扩展服务面；Core product is the value of marketing activities. A product development determines the start of their marketing activities, and form a successful products have entered the market capacity. Production technology has the characteristics of deliverables, replicable, today the product homogeneity of the market, it is difficult to achieve product differentiation 7. Under such market background, the enterprise must implement differentiation, logistics in the logistics of full attention to customer needs, interests, actively develop imagination, innovation, logistics services, improve service consciousness of initiative; For customers to give full consideration to consumer preferences, value orientation, to ensure quality of service and commitment to customer