物流与运输专业英语全套课件

Chapter1

OverviewofLogistics

LearningObjectives:

Bytheendofthischapteryoushouldbeableto

1.knowtheconceptoflogistics.

2.knowtheobjectoflogistics.

3.understandthecompositionoflogisticssystem.

4.understandthecharacteristicsandthedevelopmenttrendofmodernlogistics.TextADefinitionofLogistics

Aftercompletingacommercialtransaction,logisticswillexecutethetransferofgoodsfromthesupplier(seller)tothecustomer(buyer)inthemostcost-effectivemanner.Thisisthedefinitionoflogisticsmanagement.Duringthetransferprocess,hardwaresuchaslogisticsfacilitiesandequipment(logisticscarriers)areneeded,aswellasinformationcontrolandstandardization.Inaddition,supportsfromthegovernmentandlogisticsassociationshouldbeinplace.

物流就是在完成商贸交易之后，以最大的成本效益，将货物从供应商（卖家）转移到客户（买家）。这是物流的定义。在物流过程中，物流装置和设备（载重卡车）是必需的，信息控制和标准化也同样不可缺少。此外，政府对物流公司的支持必须到位。1．Whatislogistics?

Logisticsisauniqueglobal“pipeline”thatoperates24hoursaday;sevendaysaweekand52weeksayear,planningandcoordinatingthetransportanddeliveryofproductsandservicetocustomersallovertheworld.Comingintobeingwiththeadventofcivilization,logisticsisanythingbutanewbornbaby.However,whenitcomestomodemlogistics,mostprofessionalsinthebusinessconsideritoneofthemostchallengingandexcitingjobs,invisibleasitis.

物流是一个独特的全球性的“通道”，即一年52周，一星期7天，每天24小时不间断地运营着，计划和协调全球产品和服务的运输和支付。文明社会伊始，物流就已经存在，因而不是新鲜事。然而，说到现代物流，几乎所有商业界专业人士认为，它是无形的、最有挑战性和刺激的工作。

Modernlogisticsisrelatedtotheeffectiveandefficientflowofmaterialsandinformationthatareofvitalimportancetocustomersandclientsinvarioussectionsoftheeconomicsociety,whichmayincludebutbynomeansislimitedto:packaging,warehousing,materialhandling,inventory,transport,forecasting,strategicplanning,andcustomerservice.

现代物流关系到货物流和信息流的有效性和高效率。对于经济社会各个中间商和消费者，货物流和信息流是非常重要的，它包括但绝非局限于以下几个方面：包装、仓储、转移、存储、运输、预测、战略规划、客户服务等。

“Logisticsisthatpartofthesupplychainprocessthatplans,implementsandcontrolstheefficient,effectiveflowandstorageofgoods,serviceandrelatedinformationfromthepointoforigintothepointofconsumptiontomeetcustomers’requirements.”Althoughthisdefinitionfailstoincorporateallspecifictermsusedinthestudyoflogistics,itdoesreflecttheneedfortotalmovementmanagementfrompointofmaterialprocurementtolocationoffinishedproductdistribution.

物流是供应链过程的一部分，它计划、实施和控制着高效的货物流动和储存、服务以及从原始点到消费终点相关信息，以高效率、有效地满足客户的要求。虽然以上定义与物流研究中所有的专业术语都不相符，但它反映了从物资采购点到成品分销地的整个货物流向管理需要。

Logisticsmanagershavetwomainaims.Thefirstistomovematerialsinto,through,andoutoftheirownorganizationasefficientlyaspossible.Thesecondaimistocontributetoanefficientflowthroughthewholesupplychain.Traditionally,managersconcentrateonthefirstofthese,focusingonthosepartofthesupplychainthattheydirectlycontrol.

物流经理有两个主要目的。首先是尽可能有效地将材料运进、通过及运出自己单位。第二个目标是促进整个供应链的高效流通。传统上，管理者专注于第一个，专注于那些他们直接控制的供应链的一部分。2．Aimsoflogistics

Ifeachorganizationlooksafteritsownlogisticsproperly,materialswillmoveefficientlythroughthewholechain,thusachievingthesecondaim.Tosomeextentthisistrue.Organizationsreallyneedamorepositiveapproachtocooperation.

如果每个组织照顾自己的物流得当,材料将有效地通过整个供应链，从而实现第二个目标。某种程度上，这是真的。组织需要更积极的方式合作。

Wehavesaidthatmanagersaimforanefficientmovementofmaterials-butwhatexactlydowemeanby“efficient”?Thereareseveralanswerstothis,includingfastdeliveries,lowcosts,littlewastage,quickresponse,highproductivity,lowstocks,nodamage,fewmistakes,highstaffmorale,andsoon.Althoughtheseareallworthygoals,theyarereallyindicatorsratherthanrealaims.Tofindtherealaimoflogistics,wemustrelateittothewiderobjectivesoftheorganization.

我们已经说过，管理者的目标是一个高效的物料移动,但我们所说的“高效”的目标确切地说是什么?有几个答案，包括快速交付，成本低、损耗小，快速反应、高生产率、低库存,没有损伤，无差错，员工士气高，等等。虽然这些都是有价值的目标，它们是真的指标而不是真正的目标。为了找到物流的真正目的，我们必须联系到更广泛的组织目标。

Thesuccessofeveryorganizationdependsoncustomersatisfaction.Ifitdoesnotsatisfycustomers,itisunlikelytosurviveinthelongterm,letalonemakeaprofit,havehighreturnonassets,addshareholdervalue,orachieveanyothermeasureofsuccess.Soorganizationsmustdeliverproductsthatsatisfycustomers.Unfortunately,customersjudgeproductsbyawholeseriesoffactors.WhenyoubuyaDVD,forexample,youjudgeitscontents,appearance,howeasyitistobuy,howlongyouwait,howexpensiveitis,whethertherightDVDwasdelivered,whetheritwasdamaged,howcourteouslyyouweretreatedbysalesstaff,andsoon.Someofthesefactorsclearlydependonlogistics-theavailabilityoftheDVDdependsonstocks;thedeliverytimedependsontransport;damageispreventedbygoodmaterialhandling;thepriceisaffectedbylogisticscosts.Sowecanphrasetheoverridingaimoflogistics-intermsofcustomerservice.Ithastoorganizethemovementofmaterialsinthebestwaytoachievehighcustomersatisfaction.

每一个组织的成功取决于客户满意度。如果它不能满足客户，它不太可能长期生存，更不用说获得利润，有高资产回报率，增加股东价值，或实现其他成功的措施。所以组织必须交付满足客户的产品。不幸的是，客户判断产品要考虑一系列因素。例如，买DVD时判断其内容、外观，多容易买，你等多久，有多贵，是否送到DVD，是否损坏，销售人员对你有多礼貌，等等。其中一些因素显然取决于物流——DVD的可用性取决于库存；交货时间取决于运输；通过良好的材料搬移预防损害；价格受到物流成本的影响。所以我们可以说物流最重要的目标——客户服务，必须用最好的方式组织材料移送来达到顾客的高度满意。

Anyorganizationcangiveoutstandingcustomerserviceifitispreparedtoallocateenoughresources.Theproblem,ofcourse,isthatmoreresourcescomewithhighercosts.Thereisalimittotheamountthatcustomerswillpayforaproductand,therefore,ontheservicethatcanbegiven.Thenarealisticaimforlogisticsbalancestheservicegiventocustomerswiththecostofachievingit.

如果准备分配足够的资源，任何组织都可以提供优良的客户服务。当然,问题是,更多的资源要有更高的成本。客户将支付有限数量的产品和服务。因此，物流的一个现实目标是平衡给客户的服务与实现服务的成本。

TheoverallAimofLogisticsistoachievehighcustomersatisfaction.Itmustprovideahighqualityservicewithloworacceptablecosts.

物流的总体目标是实现较高的客户满意度。它必须以较低的或可接受的成本提供高质量的服务。

Alogisticssystemcanbemadeupofmanydifferentfunctionalactivities,someofwhicharedescribedbrieflybelow.

Customerservice:Customerserviceistheoutputofalogisticssystem.Itinvolvesgettingtherightproducttotherightcustomerattherightplace,intherightconditionandattherighttime,atthelowesttotalcostpossible.

物流系统由多种功能性活动组成，其主要部分如下：

客户服务：客户服务是物流系统的输出部分。它指的是以尽可能低的总成本在恰当的时间和地点、以适宜的条件把好的产品送到合适的客户手中。3．Thecomponentsoflogisticssystem

Demandforecasting/planning:Logisticsusuallybecomesinvolvedinforecastinghowmuchshouldbeorderedfromitssuppliers,andhowmuchoffinishedproductshouldbetransportedorheldineachmarket.Insomefirms,logisticsmayevenplanproduction.

需求预测与计划：物流通常会涉及预测，须从供货商订购多少货物、每个市场必须运送或保留多少成品。在有些公司，甚至根据物流来确定生产。

Inventorymanagement:Inventorymanagementinvolvesthebalanceofthelevelofinventoryheldtoachievehighcustomerservicelevelswiththecostofholdinginventory.

库存管理：库存管理指的是以现有库存成本来保持库存水平的平衡以达到客户服务水平的提高。

Logisticsinformation:Informationlinksallareasofthelogisticssystemtogether.Informationprocessingisbecomingincreasinglyautomated,complex,andrapid.Itiskeytotheefficientfunctioningofsystem.

物流信息：信息贯穿物流系统的每一个领域。信息处理正变得越来越自动化、复杂化和迅速化。它对（物流）系统有效的功能性起着至关重要的作用。

Materialhandling:Materialhandlingisabroadareaconcerningallmovementsofrawmaterials,workinprocess,orfinishedgoodswithinafactoryorwarehouse.

物料输送：物料输送领域十分广阔，它包括对某个工厂或仓库所有的原材料、正在加工的产品及制成品的处置。

Orderprocessing:Orderprocessingisthesystemafirmhasforgettingordersfromcustomers,checkingonthestatusofordersandcommunicatingtocustomersaboutthem,andactuallyfillingtheorderandmakingitavailabletothecustomer.

订单处理：订单处理是公司的一个系统，用来从客户处获取订单、检测订单运作状况、就订单情况与客户沟通及订单的实际完成与最终提交给客户。

Packaging:Packagingcanconveyimportantinformationtoinformthecustomerandprovideprotectionduringstorageandtransport.Pleasingpackagingalsocanattractthecustomer'sattention.

包装：包装既能向客户传送重要的信息，也能在储存和运输期间给产品提供保护，赏心悦目的包装也能吸引客户的注意。

Procurement:Procurementisthepurchaseofmaterialsandservicesfromoutsidetosupportthefirm'soperationsfromproductiontomarketing,sales,andlogistics.

采购：采购指的是从外部购买材料或服务以完成公司的生产、市场营销、销售、物流等运作。

Returngoodshandling:Returnsmaytakeplacebecauseofaproblemwiththeperformanceoftheitemorsimplybecausethecustomerchangedmind.Returngoodshandlingiscomplexandcostly.

退货处理：退货的发生是因为某件产品的功能出了问题或仅仅是因为客户改变了主意。退货处理既复杂又耗费成本。

Reverselogistics:Reverselogisticsisinvolvedinremovalanddisposalofwastematerialsleftoverfromtheproduction,distribution,orpackagingprocesses.

逆向物流：逆向物流指的是对在生产、流通及包装过程中产生的废料的运送与处置。

Transportation:Transportationinvolvesselectionofthemode,theroutingoftheshipment,compliancewithregulationsintheregionofthecountry,andselectionofthecarders.

运输：运输包括运输方式及线路的选择、遵守国家在某一地区的运输规则及承运人的选择。

Warehousing:warehousingandstorageactivitiesrelatedtowarehouselayout,design,ownership,automation,trainingofemployees,andrelatedissues.

仓储：入库和储存活动涉及仓库规划、设计、所有权、自动化、员工培训等相关问题。Ⅰ．Fillintheblankwithproperwordsandexpressions.

1．Quickresponseisrelatedtowhethera

canmeetcustomerdemandforserviceability．

2．Theminimuminventorytargetsistoreduceinventorylevel

tothelowestlevelconsistentwithcustomerservicegoals,toachievethelowesttotallogisticscost．

3．Inventorymanagementinvolvesthe

ofthelevelofinventoryheldtoachievehighcustomerservicelevelswiththecostofholdinginventory．

4．logisticsisinvolvedinremovalanddisposalofwastematerialsleftoverfromtheproduction,distribution,orpackagingprocesses．ExercisesⅡ．TranslateEnglishintoChinese.

1．TheoverallAimofLogisticsistoachievehighcustomersatisfaction.Itmustprovideahighqualityservicewithloworacceptablecosts.

2．Transportationinvolvesselectionofthemode,theroutingoftheshipment,compliancewithregulationsintheregionofthecountry,andselectionofthecarders．TextBCharacteristicsofModernLogistics

Modernlogisticsiscloselylinkedwiththeproductionofmodernsociety,itreflectstheneedsofmodernenterprisemanagementandthedevelopmentofsocialeconomy.Thecharacteristicsofmodernlogisticscanbesummarizedasfollows.

现代物流是与现代化社会大生产紧密联系在一起的，它体现了现代企业经营和社会经济发展的需要。现代物流的特征可以概括为以下几个方面。1.Thecharacteristicsofmodernlogistics

Modernlogisticsisnotasimplesuperpositionofthetransport,storageandhandlingandotheractivities,butthroughasystemofinnerlinkeachotherforminginthecommongoal,themutualconnection,interactionbetweenthefunctionalelementssystem.

现代物流不是运输、保管和装卸等活动的简单叠加，而是通过彼此的内在联系在共同目标下形成的一个系统，构成系统的功能要素之间存在着相互联系、相互作用关系。（1）Systematizationandnetworkoflogistics

Inordertoensurethehighefficiencyofgoodsdistributionandmaterialsupply,modernlogisticsneedstohaveaperfectlogisticsnetworksystem,andthelogisticsactivitiesshouldbesystematicandconsistencybetweenpointandpointonthenetwork.Sowecanensuretheoptimizationoftotalinventorylevelofthewholelogisticsnetwork,andcombinetrunklinetransportationandsupportterminaldistribution,soformfastandflexiblesupplychannels.

为了保证商品高效率地分销和材料供应，现代物流需要有完善的物流网络体系，网络上点与点之间的物流活动应保持系统性、一致性。这样可以保证整个物流网络有最优化的库存总水平，将干线运输与支持末端配送结合起来，形成快速灵活的供应通道。

Thepursuitofmodernlogisticsmanagementistheoptimizationofthelogisticssystem,whichrequirestoachievetheminimumtotalcostoflogistics,thisisanimportantsignoftherationalizationoflogistics.

现代物流管理追求的是物流系统的最优化，它要求实现物流总成本最小化，这是物流合理化的重要标志。（2）Minimizationofthetotalcostoflogistics

Fromthesystemview,thefunctionoflogisticshastheobviousantibackofbenefit.Forexample,thehighspeedtransportwillincreasetransportationcosts,however,rapidtransportationwillmaketheinventoryisreduced,whichsavesinventorycostsandmaintenancecosts,eventuallyleadtoreducetotallogisticscost.Modernlogisticsistomakeuseofthetwoantinomyamongvariouslogisticselementssoastoachievetheobjectiveofminimizingthetotallogisticscosts,throughthemutualcoordinationandoverallcoordination.

从系统的观点看，构成物流的各功能之间存在着明显效益背反关系。例如，采用高速运输会增加运输费用，但是，运输的迅速化会使库存量降低，从而节省了库存费用和保养费用，最终导致物流总费用的降低。现代物流就是要利用物流要素之间存在的二律背反关系，通过物流各个功能活动的相互配合和总体协调，从而达到物流总成本最小化的目标。

Inmodernlogisticsactivities,itisnecessarytomakeaccurateanalysisforthelogisticsinformationinreal-timewithadvancedscienceandtechnologytocontrolthedirectionandgoalofmodernlogisticssysteminaccordancewithestablishedoperation.

在现代物流活动中，必须应用先进的科学技术对物流信息进行实时的、准确的分析处理，以控制现代物流系统按照既定的方向和目标运行。（3）Informationizationandelectronizationoflogistics

Electronizationoflogisticsinformationisthemodernlogisticsinformationtechnology,telecommunicationtechnologyandnetworktechnologyiswidelyappliedinprocessingandtransmissionoflogisticsinformationbetweenthevariouslogisticslinks,logisticsdepartmentandotherrelevantdepartments,andbetweendifferententerprises,soastoimprovelogisticsefficiencyandservicelevel.

物流信息的电子化就是把现代物流信息技术、通信技术以及网络技术等广泛应用于物流信息的处理和传输过程中，以提高物流效率和服务水平。

Withtheapplicationofadvancedscienceandtechnologyandthedevelopmehentofeconomy,thesocialdivisionoflaborhasfurtherrefinement,somanyenterprisesintheproductionandcirculationenterprisesmovethelogisticsserviceoutfromtheenterprisetoplayacompetitiveadvantage,improveeconomicefficiencythroughseekingsocialservicetopromotethedevelopmentofthelogisticsindustry.Atpresent,theproportionoftheenterpriselogisticsdemandthroughsociallogisticsservicestomeetcontinuesincreasing.

由于经济的发展和先进科学技术的应用，社会分工进一步细化，许多生产企业和流通企业为了发挥竞争优势、提高经济效益，把物流服务从企业内部转移出来，寻求社会化服务，促进了物流业发展。目前，企业物流需求通过社会化物流服务满足的比例在不断提高。（4）socializationoflogisticsservice30

Fastlogisticsresponsereferstosupportinthemodernlogisticsinformationsystem,operationsystemandlogisticsnetwork,logisticsactivitiesshouldbeabletoadapttorapidlychangingmarketconditionsandconsumerdemand,toprovidefastservicetocustomersandconsumers,inordertoimprovetheoflogisticsservice.

物流反应的快速化是指在现代物流信息系统、作业系统和物流网络的支持下，物流活动应能适应市场状况和消费者需求的快速变化，为客户和消费者提供快速服务，以提升物流服务质量。

Flexiblelogisticsresponsereferstothelogisticsoperationshouldtakethecustomerrequirementsoflogisticsasthecenter,satisfytheneedsofdiversificationandindividuationofproductionandconsumptionquickly.

物流反应的柔性化是指物流作业要以顾客的物流需求为中心，快速满足生产和消费的多样化、个性化需要。（5）rapidnessandflexibilityoflogisticsresponse

Traditionallylogisticsincludestwoparts:materialsmanagementanddistribution.

传统物流包括两部分：物料管理和配送。

Reverselogistics.Modernlogisticsaddsathirdpart,whichdealswithmaterialsflowingfromcustomerstosuppliers.Thisincludesproductreturns,defectives,containersorboxesandpackagingmaterials.Reverselogisticsisalsoknownas‘environmentallyresponsiblelogistics’sinceithelpstorecycleunwantedmaterials.Thishelpstosaveincreasinglymorecostsanduncertaincosts.Theopportunitytoimplementreverselogisticsisenormous.Theretailerandmanufactureranticipateabout5%to10%oftheirmerchandisebeingreturned.

现在逆向物流成为物流的第三组成部分。逆向物流是处理从顾客到供应商这一段的物流活动。它包括退换货品、瑕疵品、包装容器、包装盒及包装材料。它有助于解决废弃材料循环利用的难题，被认为具有“环保责任的物流活动”。它节约不断增大的成本及不确定成本。实施逆向物流商机很大。零售商和制造商预计售出的商品中大约5%~10%可以回收。2．Recenttrendsinlogistics

Developedcountriesoftendealwithglobalizationintwoways:tobemorecostcompetitivethroughthirdworldcountries,andtolookfornewpartnersinothercountriestomanufacturecomponents,subassembliesandeventhefinalproducts.Thesecondapproachforcesmostdevelopedcountriestogetintoanewareacalled“globallogistics”.Benefitsofglobaloperationsincludecheaprawmaterialsandendproducts,lowerlaborcost,betterquality,increasedinternalcompetitionandbettercustomerservice.Someofthedisadvantagesareunreliabledelivery,poorcommunicationandlongertimesfromdesigntofinishproduction.Challengesareoftenculturalandlinguisticdifferences,legalrequirements,logisticssupport,findingqualifiedglobalsuppliersormanufacturers,exchangerates.

发达国家往往有两种应付全球化的方式：通过第三世界国家使更具有成本竞争力，并寻求在其他国家新的合作伙伴生产零配件、半成品甚至成品。第二种方法迫使多数发达国家不得不进入一个叫做“全球物流”的新领域。全球运营的优势包括廉价的原材料和终端产品，劳动力成本更低，质量更好，提升国际竞争力，更好地为客户服务。其缺点是传输不可靠、沟通不畅和从设计到完成制作时间较长。挑战往往是文化和语言差异，法律要求，物流支持，寻找合格的全球供应商或制造商，汇率。

Service-oriented.ModernLogisticspaysmoreattentiononcustomerservicesthanthetraditionallogisticsandtakesmeetingcustomerdemandasthegoalfromindustry-levelpointofview.Logisticsbecomesanimportantpartofthetertiaryindustrybecauseoftheservice-orientedfeatures.

以服务为导向。现代物流比传统的物流更多地关注客户服务，并以产业层面的观点把满足客户需求作为目标。物流因为其面向服务的功能，成为第三产业的重要组成部分。

Internationalization.Withtheimprovementofproductivityandeconomicglobalizationandenhancementsofregionaleconomicintegration,itneedstoestablishefficient,safeandreliablemodernlogisticsservicenetworkinevitably,soastomeetmultinationalcompaniesintheworldlookingforrawmaterials,parts,capital,laborsource,selectingtheappropriateglobalmarketdistributioncentersanddistributionwarehouses,somodernlogisticshasinternationalcharacteristics.

国际化。随着生产力和经济全球化和区域经济一体化的增强功能的改进，它需要建立高效、安全、可靠的现代物流服务网络不可避免，这样才能满足跨国公司在全球寻找原材料，零部件、资金、劳动力来源，选择适当的全球市场的配送中心和配送仓库，使现代物流具有国际化特征。Ⅰ．TranslatethefollowingsentencesintoChinese.

1.Modernlogisticsisnotasimplesuperpositionofthetransport,storageandhandlingandotheractivities,butthroughasystemofinnerlinkeachotherforminginthecommongoal,themutualconnection,interactionbetweenthefunctionalelementssystem.

2.Flexiblelogisticsresponsereferstothelogisticsoperationshouldtakethecustomerrequirementsoflogisticsasthecenter,satisfytheneedsofdiversificationandindividuationofproductionandconsumptionquickly.ExercisesⅡ．Redthefollowingpassageandchoosethecorrectanswer.

Thebasicprinciplestomakebusinessaretoopenmarketandcontrolcost.Usually,itiseasierforcostreducedthanmarkeddevelopingbecausethecreditofcompanydecidesitsmarketshareanditneedslongtermtobuilditup.But,sometimeswefaceanotherproblem.

Forexample,ifyouarethemanagerofacompanymakingsalestotwofirms.Oneofthemmakespurchaseonceayear,butthevolumeisrelativelybig,andthepaymentcomeintime.Meanwhile,theotheronehopestoreduceitsinventoryandbuyyourgoodsmanytimesandinsmalllotswithlowprice.Moreover,thelatteroneisverystricttoquality,youhavetospendalotofenergyandmoneytomeetitsbargaining.Questions:

1．Whatincreasesanycompany’smarketshare?()

A.CapitalB.Technology

C.CreditD.Noneofthem

2．Whichoneisthebiggerbuyertoyou?()

A.SecondoneB.FirstoneC.NoneofthemD.Same

3．Howisthequalitydemandofthefirstone?()

A.NomentionB.Verylow

C.VeryhighD.Wedon’tknow4．Whatisthemeaningof“reduceinventory”?()

A.Lowlevelofgoodsinwarehouse

B.Lowbuyer

C.Lowlevelofwarehouse

D.Lowpriceofgoods

5．Whichoneisthesamemeaningofpurchase?()

A.GetsomethingB.Sellingsomething

C.MakingorderD.BuyinggoodsReadingMaterial

Wal-Martlogisticsistheleaderinsupplychainmanagement.Thecompanyisalwayssettingthebarinthefieldaswellasusingandcreatingnewtechnologytofurtherimprovelogisticaloperations.

沃尔玛物流是供应链管理的领导者。公司总是在这一领域设置障碍同时使用和创造新的技术来进一步提高物流运作。

1962SamWaltonopenedadiscountstoreinRogers,Arizona.Heattractedcustomerswithacombinationoflowprices,awiderangeofgoodsandfriendlyservice.SamcalledhisstoreWal-Mart,andwassosuccessfulthathequicklyopenedmorebranches.In1983heopenedaSAM’SClubwarehouseformembersandin1988thefirst‘Supercenter’sellinggroceries.By1991Wal-MarthadbecometheleadingretailerintheUSA,andstarteditsinternationalexpansion.ItmovedintoMexico,PuertoRicoandCanada,andthenintoSouthAmerica,AsiaandEurope.Mostofitslaterexpansioncamethroughbuyinglocalcompanies,suchasASDAintheUK.

1962年山姆•沃尔顿在亚利桑那州的罗杰斯城开设了一个折扣商店。他以低廉的价格，品种多样的商品，友好的服务吸引顾客。他将它的店命名为沃尔玛，沃尔玛非常成功，因此很快开了很多的分店。1983年，他开设了第一家山姆会员店，并于1988年开设了第一家平价购物广场。1991年，沃尔玛已经成为美国主要零售商，并开始其国际扩张。它进军墨西哥、波多黎各和加拿大，然后到南美洲、亚洲和欧洲。其后的大部分扩张是通过收购当地企业完成的，如英国阿斯达公司（ASDA）。

InWal-Mart,thesceneissetatthefrontdoorofeachstore,whereastaffmembergreetscustomersandtellsthemaboutspecialoffersandpromotions.By2000Wal-Martwastheworld’slargestretailerwith4000stores,serving100millioncustomersaweek,employing1.2millionstaff—or“associates”—anannualturnoverofUS$175billionandprofitofUS$6billionayear.

在沃尔玛，每个商店的前门都设有一个工作人员招呼顾客，告诉他们关于特价和促销情况。2000年，沃尔玛拥有4000个店铺，每周的客户达到1亿，员工12万，年营业额为1750亿美元，一年盈利60亿美元而成为世界最大的零售商。

ManypeoplewonderhowWal-Martisabletochargesuchlowpricesandcontinuetomakeaprofit.Thereareseveralfactorsintheirbusinessmodelthatcontributetothisability,butabigoneistheirabilitytoadapttoanever-changingglobalmarketplace.SomecriticizeWal-Mart’seffortstodelivertotheircustomersaqualityproductatlowprices,butinreality,Wal-Marthasbeenabletodeliverlowpricesbybeingefficient.Thisefficiencyispresentinseveralareasbutoneofthemostimportantplacesishowtheyareabletomanufactureproductsallovertheworldandgetthemtoretailoutlets,whicharealsoallovertheworld.Thisabilityrequiresaflawlesslogisticalsystemthatallowsproducttobeshippedanywhereatamoment’snotice.

很多人想知道沃尔玛怎样以如此低的价格而盈利。对于这种能力，在他们的商业模式中有几个因素在起作用。不过最主要的因素是他们适应不断变化的全球市场的能力。一些指责认为沃尔玛努力给客户提供价低质优的产品，但在现实中，沃尔玛已经能够提供低价格的效率。这效率来自几个方面，但最重要的地方之一就是在世界各地生产产品并在其遍布全球的零售店销售。这种能力需要一个完美的物流系统，它能够随时随地发运货物。

OneofthekeystoWal-Mart’seffectivelogisticalsystemistheflexibilitythatithaswhenchoosingsuppliers.WhenWal-MartnegotiateswithsuppliersandthesuppliersknowthatWal-Martwillonlypaythemostcompetitiveprices.Thisisbecauseitisveryeasyforthemtofindanothersupplierofthatparticularmaterialwithalowerpriceandveryfewlogisticalproblems.ThisgivesWal-Martahugeamountofleveragewhendealingwithsuppliers.Ifaparticularsupplierknowsthatacompanyhasfoundalowerprice,itwillloweritspriceaccordingly.However,ifthesupplieralsoknowsthatitwillbeincrediblydifficultforthecompanytomaketheproperadjustmentstoensureasmoothtransitiontoadifferentsupplier,thentheywillbelessinclinedtolowertheirpriceasmuch.ThisisnothowexistingsuppliersdealwithWal-Mart;whentheyseethatWal-Marthasfoundasupplierthatwillgivethemalowerprice,thecurrentsupplierslowertheirpricesaccordingly.TheyknowthatWal-Mart'slogisticalsystemcanhandletransitionseamlesslyandthereforetheygainnoadditionalleveragesinceitwon'tbedifficultorcostlyforWal-Marttochooseanothersupplier.

沃尔玛的高效物流系统的关键在于其选择供应商的灵活性。当沃尔玛与供应商谈判时，供应商知道沃尔玛只会支付最具竞争力的价格。这是因为它很容易找到另一个供应商采用特定的材料和更低的价格及很少的物流问题。这给沃尔玛很大的优势来和供应商打交道。如果一个特定的供应商知道一家公司找到了一个更低的价格，它将相应降低其价格。然而，如果供应商也知道该公司作出适当的调整，以确保平稳过渡到一个不同的供应商是极其困难的，然后他们不太愿意降低他们的价格。这不是现有供应商和沃尔玛的关系；当他们看到，沃尔玛已经找到了更低价的供应商，现有供应商会相应地降低价格。他们知道，沃尔玛的物流系统可以处理无缝过渡，对沃尔玛来说选择另一个供应商并不困难和花费成本，而他们自己不能获得额外的影响力。

AnotherreasonthatWal-Mart’spricesaresocompetitiveisbecausetheybuyinsuchlargequantitiesthattransportationfromoneendofthesupplychaintoanotherisnotascostlyforadditionalunits.Thisaspectofthelogisticalsystemdoesnotcomefromskillorexpertiseitsimplycomesfromthesheersizeofthecompany,butthisisstillafactor.Wal-Martbuyssomanysuppliesfromdifferentplacesthroughouttheworld,thattheyhavetheluxuryofusingbiggertrucksandusinglessfueltogobackandforth.Alsoifbychancetheyhavetouseshippingservicestotransportmaterialfromonelocationtoanother,Wal-Martwillgivethemsomuchbusinessthattheywillgethugediscounts.

沃尔玛极具价格竞争力的另一个原因是因为大批量的采购以致在供应链上的运输兵没有额外的费用。这方面的物流系统并非来自技能或专业知识只是来自公司的规模，但这仍然是一个因素。沃尔玛的供应来自世界各地不同的地方，他们奢侈地使用更大的卡车和使用更少的燃料来回。如果偶尔他们也使用海运运输材料，沃尔玛会给他们更多的业务，他们将获得巨大的折扣。

ThelogisticalsystemthatWal-Martusesissoeffectivebecauseitissoflexible.ThisiswhyWal-Martisabletoofferthingsmuchcheaperthanothercompaniescan.Wal-Marthasareputationforbeingabletoofferthesethingsinacheapmannerbecauseoflowemployeepayandhumanrightsviolationsbutthisissimplynotthecase.

沃尔玛使用的物流系统非常有效，因为它太灵活。这就是为什么沃尔玛能提供的东西比其他公司便宜得多。沃尔玛以能够提供这些廉价的方式，因为较低的员工工资和侵犯人权,但这只是不是这样的。

YoucanimaginethesizeofthelogisticsinWal-Mart.OnmainlandUSAtheyhave85,000supplierssending$1.5billiondollars’worthofmaterialsaweekto62maindistributioncenters,andonto1800Wal-Martstores,800Supercenters,460SAM’sclubsand13NeighborhoodMarkets.AlargepartofWal-Mart’soperatingexpensesdependontheefficiencyoftheirlogistics.Whenmarginsaretight,asmallchangeinlogisticsperformanceandcostshasaconsiderableeffectonprofit.ThisiswhyWal-Martusethe“industry’smostefficientandsophisticateddistributionsystem”.Theirsuccesscanbejudgedbycontinuingexpansion,withannualsalesup20percentinthefirstquarterof2000,andlike-for-likesalesup5percent

你可以想象在沃尔玛物流的规模。美国大陆85000家供应商每周发送价值15亿美元的商品给62家主要的配送中心，继而配送至1800家沃尔玛商店、800