零售业供应链分析-外文文献

毕 业 设 计（论 文）外 文 文 献 译 文 及 原 文学 生： 学 号： 院 （系）： 专 业： 指导教师： 2013 年 6 月 7 日零售业供应链分析 20世纪90年代以来，中国零售业的迅速发展令人瞩目，然而与发达国家相比，中国零售业仍然存在着巨大差距。中国加入WTO之后，国外零售业巨头纷纷进入中国市场，中国零售业要直接面对国际市场的激烈竞争。作为一种集成化的管理思想和方法，供应链管理是围绕核心企业，通过物流、资金流、信息流等，将由供应商、制造商、分销商、零售商直到最终的顾客所组成的供应链连成一个整体的管理模式。目前，我国的众多零售企业对供应链管理的认识还仅仅停留在运作层面上，没有将其看成是企业战略实施的重要组成部分，因此只有通过对供应链管理进行战略性思考，结合商品类型来构建供应链以获取战略匹配，才能使我国零售企业的供应链管理实施产生质的飞跃。1 效率型供应链和反应型供应链 供应链主要有两类功能：物流功能和商流功能。供应链的物流功能是指以最低的成本将原材料加工成零部件、半成品、产品并将它们从供应链的一个节点运送到另一个节点；供应链的商流功能是指对市场需求做出迅速反应，确保以合适的产品在合适的地点和时间来满足顾客的需求。物流功能和商流功能都需要一定成本，两者构成供应链的总成本，其中物流成本主要包括运输、储存、包装、装卸、流通加工、配送等费用，商流成本则包括供过于求时的商品降价损失、供不应求时的缺货损失，以及由此而丧失的潜在顾客收入。一般意义上的供应链是在物流和商流这两个功能间的权衡，即反应能力与效率、成本水平之间进行权衡。效率型供应链是以实现供应链的物流功能为主要目标，即以最低的成本将原材料转化成零部件、在制品和成品，并最终送至消费者手中。效率型供应链面对的市场需求、产品特性和相关技术具有相对稳定性，因而供应链上的各节点企业可以关注于获取规模经济效益、提高设备利用率、降低生产、运输、库存等方面的相关费用，从而最大限度地降低产品成本。 反应型供应链则以实现供应链的商流功能为主要目标，即对市场需求变化做出迅速的反应，这类供应链所提供的产品，其市场需求有很大的不确定性，或者产品生命周期较短，或者产品本身技术发展很快，或者产品需求的季节性波动很强。反应型供应链需要保持较高的市场应变能力，实现柔性生产，从而减少产品过时和失效的风险。2 零售企业商品类型与供应链战略的匹配零售企业的商品类型可以根据市场需求的特性划分为功能性商品和创新性商品。功能性商品是指那些用以满足基本需求、生命周期长、需求稳定且边际收益较低的商品，例如超市销售的各种日用百货、冷冻冷藏食品、常温加工食品等。功能性商品的生命周期长、需求稳定并可准确预测，从而使供求可以达到近乎完美的平衡，这使市场调节变得容易，其商流成本可以忽略不计，零售企业可以集中几乎全部精力来降低物流成本，通过与上游供应商的密切合作，加速库存周转，及时补充存货，采取高效率低成本的采购，对供应商的选择侧重成本和质量，根据市场预测保证均衡有效地满足顾客的需求，实现整条供应链的库存最小化和效率最大化。择供应商要考虑的不是低成本，而是获得速度和柔性；库存和生产能力的关键决策不是使成本最小化，而是响应速度和灵活性，以最大限度地减少市场需求的不确定性给企业造成的损失。3 实施零售商品类别管理零售商品类别管理是指零售商以某一商品类别作为战略经营单位进行管理，集中精力传递和实现消费者的价值，以取得更好的经营绩效。具体来说，零售企业对经营的所有商品按类别进行分类，确定和衡量每一类别商品的功能、收益性、成长性等指标，并将商品类型区分为功能性商品和创新型商品。在此基础上，结合考虑各类商品的库存水平和货架展示等因素，制定商品品种计划，对整个商品类别进行管理，提高顾客的服务水平，实现整个商品类别的整体收益最大化。步入微利时代的零售业，要想提高相对利润，降低成本，向供应链要利润已经成为业内共识，因而受到广泛重视。统计数据显示，供应链管理的有效实施可以使企业总成本下降20%左右，供应链上的节点企业按时交货率提高15%以上，订货到生产的周期时间缩短20%-30%，供应链上的节点企业生产率增值提高15%以上。对成本远远高于国际平均水平的国内零售业来说，提高供应链管理不啻为一个保持竞争力的最有效的选择。4 按照商品类型分别采用相应的供应链战略对于功能型商品应当侧重于降低物流成本，采用效率型供应链，实施有效客户反应（ECR）系统。从提高商品供应的效率入手，与上游供应商和制造商之间利用现代信息技术建立相互协调的供应模式，零售商总部利用POS系统提供的商品销售信息，以及对销售量的预测，利用电脑辅助订货系统向供应商订货，由供应商或区域配送中心向各零售商店提供即时补货，拉动制造商进行产品生产，形成销售和配送的同步运转，共享物流设施和仓库资源，降低配送成本,最大限度地减少生产流通环节可能产生的各种浪费。对于创新型商品应当侧重于降低商流成本，采用反应型供应链，实施快速反应（QR）系统。从提高顾客响应的速度出发，与供应链各方建立战略伙伴关系和合作机制，采用EDI电子数据交换技术实现供应链各节点企业的分工协作和信息共享，缩短商品的设计和生产周期，实施JIT 生产方式，进行多品种中小批量生产和高频度小批量配送，降低供应链的库存水平，迅速地满足顾客的个性化和定制化需求，提高整个供应链的反应能力。步入微利时代的零售业，要想提高相对利润，降低成本，向供应链要利润已经成为业内共识，因而受到广泛重视。统计数据显示，供应链管理的有效实施可以使企业总成本下降20%左右，供应链上的节点企业按时交货率提高15%以上，订货到生产的周期时间缩短20%-30%，供应链上的节点企业生产率增值提高15%以上。对成本远远高于国际平均水平的国内零售业来说，提高供应链管理不啻为一个保持竞争力的最有效的选择。 供应链管理软件是将零售企业内部的一些信息，例如订货业务，退货业务，网上对账对单业务以及其他的与供应商，制造商等企业的交流信息，通过一个专业的网络平台工具来进行交互和管理，从而解决零售企业在信息交互单据传输方面的难点问题。物流IT系统的投资属于企业的长期战略投资，所以在设计和导入物流管理信息系统之前，企业必须制订相应的发展战略规划和合理的经营策略，比如明确的市场定位、（行业定位、产品定位或客户定位）服务定位（仓储服务、货运服务、货代服务、供应服务、分销服务或供应链整合）等，然后才能根据发展规划选择合适的系统。另外，很多国内企业在构建全国范围内的供应链管理系统时，可能会遇到经验、人员、资金上的困难，更多的情况是面临着国内企业整体信息化程度不高的问题。一些企业在最初组建自己的供应链管理系统时，就面临着供应商信息化程度参差不齐、难以纳入统一的管理体系的困惑。一个比较理想的解决办法是：采用外包的供应链管理“平台”服务，将自己不擅长的IT专业技术、管理软件、维护升级等工作交给专业化的“平台”服务供应商去做。这样，零售企业和它们的所有供应商都能够更好地使用到同样的公共平台服务。对供应商的培训和技术支持等专业服务也可以完全交由专业化的“第三方”去做，这样可以为企业节省大量的人力和物力，使企业从繁琐的技术中解脱出来，专注于自身的业务发展。The Analysis of Retail Supply Chain Since the 1990s, Chinas rapid development of the retail impressive, but compared with developed countries, Chinas retail business is still an enormous gap exists. Chinas accession to the WTO, foreign retail giants have entered the Chinese market, Chinas retail industry to directly face the international market amid fierce competition. And the globalization of the economy, market conditions, Business and competition among enterprises has evolved into the supply chain and the an integrated management ideas and methods, supply chain management around the core business, through the flow of materials, funds, information flow, will be suppliers, manufacturers, distributors, retail customers until the final composition of the supply chain together into an overall management model. At present, Chinas large retail enterprises in the supply chain management awareness has remained only at the operational level, not to treat it as a corporate strategy to implement an important component of the it is only through the supply chain management of strategic thinking, with the types of goods used to build the supply chain to acquire strategic match, can we make our retail enterprise supply chain management to implement a qualitative leap.1 An efficient supply-chain and supply-chain reactionSupply chain there are two main functions : to the logistics function and flow function. Supply chain logistics functions refer to the minimum cost of the raw materials processed into components, semi-finished products, products and their supply chain from a node to another node; supply chain to flow function refers to the market demand to make rapid response, to ensure an appropriate product in the appropriate place and time to meet the needs of customers. Logistics functions to flow and function needs some costs, which together constitute the total supply chain costs, with the main logistics costs including transport, storage, packaging, handling, distribution processing, distribution costs, flow to the cost of including an oversupply of commodities price losses, and supply of stock losses and the resulting loss of potential income customers The general sense is the supply chain and logistics business flow between these two functions of the balance, responsiveness and efficiency cost trade-off between the level.Supply chain has more of the above capacity, the supply chain reaction capability will be. However reaction of the increase must also pay the cost of the price increase. For example, to meet the demand for the drastic change in, it needs higher inventory levels, leading to a declining level of efficiency. Therefore, each raising a strategic response capability will have to pay additional costs, thereby reducing efficiency levels, and vice versa. Supply chain efficiency is to achieve a supply chain logistics functions as a major objective, that is, at a minimum cost of raw materials into parts, and finished products, and eventually sent to the hands of consumers. Efficient supply-chain needs of the market, the characteristics of the product and related technologies are relatively stable, thus the supply chain nodes of the enterprise can focus on access to the benefits of economies of scale, improve equipment utilization, lower production, transportation, warehousing and other aspects of the associated costs, so as to minimize product costs. Supply chain reaction was achieved in the supply chain to flow function as a major objective, that the right to make changes in market demand, rapid response, such as supply chain for products, the market demand is very great uncertainty, or a shorter product life cycle, product or technology developed rapidly, products or seasonal fluctuations in demand strong. Supply Chain Reaction need to maintain a higher adaptability to the market and achieve flexible production, thereby reducing product obsolescence and the risks of failure. Supply chain strategy is in the supply chain-reaction capability and efficiency levels between the balance Once the retail enterprise supply chain strategy, stress reaction of the supply chain must be all the functions strategy designed to enhance its response capabilities, emphasizing efficiency and the level of the supply chain, it must allow all the functions of the strategies used to improve efficiency and make contribution.2 Retail enterprisesales of household items Refrigerated food, food processing temperature. Functional value of the life cycle length, needs stability can accurately forecast, so that supply and demand can achieve almost perfect balance, This makes it easy to adjust the market, the business flow costs can be omitted. Retail enterprises can concentrate almost all his energy to reduce logistics costs, with the upstream suppliers, in close cooperation accelerate inventory turnover, timely inventory and to adopt high-efficiency low-cost procurement and the right to choose suppliers on cost and quality, According to market forecasts to ensure balanced effectively meet the needs of its customers bring the whole of the supply chain to minimize inventory and maximize efficiency. Clearly, the functional efficiency of the process of commodity requirements, operators such goods retail enterprises should adopt efficient supply chain. Innovative products refers to the design or services, and so on innovative products, such as fashion, high-end appliances Fashion and luxury goods such. These commodities can bring higher profits, but because of its short life cycle and commodity diversification, demand is difficult to predict accurately, a large number of fake products and the emergence of innovative products will weaken the competitive edge, Enterprises had to undergo a series of more new innovations, so that the demand for more unpredictability. Innovative products with a high degree of market uncertainty, increased the risk of an imbalance in supply and demand, Therefore the main cost is not the cost of business flow logistics costs, Retail enterprises need to market changes fast and flexible response to customer demand. Choice of suppliers to not consider the low-cost, but access speed and flexibility; inventory and production capacity in key decision-making is not to minimize the cost, but the speed and flexibility of response. to minimize the market demand for the uncertainty caused by the loss. Clearly, innovative products to respond quickly to the request process, the operation of such goods retail enterprises should adopt reactive supply chain. If the retail business is a function of the value of goods they used reactive supply chain, Or maybe the operators are innovative products that have adopted efficient supply chain, supply chain strategy will be a fundamental error, it is necessary to redesign the supply chain. Retail enterprise supply chain management strategy implementation3 Implementation of retail merchandise categories manage Retail commodity categories management refers to a retail commodity groups as a strategic business unit management, to concentrate on transmission and consumers realize the value, in order to obtain better operating performance. Specifically, the retail enterprises operating on all goods by category classification, identification and measurement of each functional category of commodities, income, growth and other indicators, and the types of goods divided into functional goods and innovative products. On this basis, consider combining various types of commodity inventory levels and display shelves, and other factors, the development of commodity varieties, the entire merchandise category management, enhance customer service levels and achieve overall commodity categories of overall revenue maximization.4 According to the types of goods respectively corresponding Supply chain strategy for functional products Should focus on lowering the cost of logistics. using efficient supply chain, the implementation