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商学院
双语课程
《供应链与物流管理》
Logistics & Supply Chain
Management
授课教案
[email protected]
授课教师：姜阵剑
Contents
CHAPTER ONE THE INTRODUCTION OF LOGISTICS ...................... 2
CHAPER TWO PROCUREMENT ........................................................... 12
CHAPTER THREE MARKETING .......................................................... 21
CHAPTER FOUR
LOGISTICS INFORMATION MANAGEMENT ..... 32
CHAPTER FIVE TRANSPORTATION ................................................... 44
CHAPTER SIX WAREHOUSE MANAGEMENT .................................. 60
CHAPTER SEVEN STOCK CONTROL ................................................. 69
CHAPTER EIGHT LOGISTIC DECISION-MAKING ........................... 76
CHAPTER NINE
LOGISTICS/SUPPLY-CHAIN MANAGEMENT ...... 86
CHAPTER TEN MARKET ECONOMY SOLUTIONS ........................ 102
CHAPTER ELEVEN NETWORK ECONOMY SOLUTIONS OF SCM109
CHAPTER TWELVE
CHAPTER THIRTEEN
SELECTING SUPPLY CHAIN SOLUTION ... 121
INTERNATIONAL TRADE.......................... 131
CHAPTER FOURTEEN LOGISTICS BEST PRACTICES .................. 138
CHAPTER FIFTEEN
148
Best Practices Companies in SCM Action
Chapter Three
Marketing
Basic Requirements:
掌握物流市场营销的概念，了解 PEST 分析法、4Ps 理论和 SWOT 等管理分析工具。
Major Points:
物流市场营销的概念。
Difficult Points:
PEST 分析法
Two distinct business management practices are becoming increasingly vital to today’s
transportation operations. Marketing is the management process which identifies, anticipates and
satisfies customer requirements at a profit. Public relations practice is the deliberate, planned and
sustained effort to establish and maintain mutual understanding between an organization and its
public. Companies operating in the deregulated transportation sector have to compete in what is
called the ‘business environment’ in which marketing can make the difference between success
and failure.
3.1 Definition
While it is true that the methods of marketing have been refined, the principles are as old as
business itself. Statements such as ‘we are a market led company’ only serve to demonstrate the
extent to which businesses have concentrated on producing something as near to perfection as
possible, without knowing if it is what the customer actually wants. Even when that is successfully
achieved, it would not be wise for the company to sit back and wait for the profits to accumulate,
because if another company sees someone else making a success in a particular market, it might
feel that it could also make profits, hence competition arises.
Transportation services are no different from televisions or any other product you might see as you
walk down your local high street. They have to be changed to meet new demands, new social
habits, new facilities, rising incomes, a more widespread population, etc. It takes little imagination,
for example, to predict what might have happened to, say, an international haulier
who ignored the opening of the Channel Tunnel, or a bus operator in Bletchley who made no
changes to his services as a result of the nearby new town of Milton Keynes being built.
3.2 Questions of Marketing
In a recession, marketing becomes even more difficult to operate when there are problems in
retaining the core business that has been built up, never mind expanding. One reason for the
interest in marketing is that, as it becomes more and more difficult to compete and the market has
more and more suppliers, economics prevail: there are more people out there chasing the same
amount of work. Supply exceeds demand. For most companies engaged in producing consumer
goods, for example, marketing is almost more important than the selling of the product.
There is a professional expertise involved in the process, and the amount of money spent
often reaches double figures as a percentage of turnover. The size and shape of the pack is
assessed from every conceivable angle. Is the price right? At which end of the consumer market is
the product aimed? Is it a growing or shrinking market?
Marketing starts with the customer and his needs. A marketing-oriented organization will try
to meet its customers’ needs rather than just sell what it likes to offer. It must always be looking
ahead and assessing what its customers’ needs are likely to be in the future. Finally, an
organization’s marketing efforts must never lose sight of the need to contribute to profitability.
3.3 PEST
The first step when looking at marketing in the transportation industry is to consider the
business environment and see where your company fits in. This will involve looking at so-called
‘PEST factors’: political, economic, social and technological factors.
Politics
This is about the external forces within which a company has to operate. For example, since
1979 business has had to work under a philosophy of privatisation and deregulation. The
Government has seen its role as one of fighting inflation. To do this, interest rates have been used
as the tool. Businesses have seen interest rates move from 5% to 15% and back again over a
period of time, and this have corresponded with a recession, making unemployment levels raise.
Bank interest rates are also critical for the company trading overseas; the problems for managers
to anticipate exchange rates in recent years have been well documented.
Economics
At the same time, Britain’s role within world trade has been changing. By 1985, 50% of
British trade was with the European Community. The traditional trading partners, such as the
Commonwealth countries, are no longer as significant as they were earlier. European Commission
(EC) legislation now affects British companies. Trends such as accepting larger, heavier trucks on
our motorways, fitting emission controls to our vehicles, changing drivers’ hours and even speeds
are all to come. There is much happening with which to keep up to date. Any company wanting to
trade with Europe must be aware of new issues and policies.
Social trends
Social trends are also important to the company that wishes to develop. There can be few
who are unaware of the impact of ‘environmentally friendly’ goods and services. For example, a
well known removals company actually makes a point of telling its customers that all its boxes
and packing materials are recyclable and biodegradable.
Technology
This is another key area in the modern transportation business. Look, for example, at the
current advertisements on television for express parcel services, both within the UK and
worldwide. Computer links and ‘parcel tracking’ are equated with peace of mind for the customer.
3.4 Marketing Techniques
The marketing mix is about short-term planning to meet marketing objectives. There are four
elements, often called the four Ps. The Transportation Manager will need to decide what sort of
mix is appropriate to achieve the marketing objectives for the company. These objectives will
come from the company’s corporate objectives, usually set by the board of directors.
A useful approach is one of raising questions: What sort of product (service) will the
company need to create? At what price should the product be sold? Where and how will the
product be placed in the market? What role will promotion play in the process?
Product
The product, in marketing terms, is best understood as a set of benefits offered to the
customer. Those of you with a sales background will certainly know the expression ‘people buy
benefits, not goods’. This means that, in common with its competitors, a transportation company
will have, say, vehicles, drivers, finance, technology, super staff, and so on.
By themselves, though, these will not be enough to sell the product (for example, third party
distribution to a ‘blue chip’ company or transportation an electronic company’s sales teams on
intensive ‘road show’ promotional programmes). The sales points will need to be expressed in
terms of benefits to the company doing the buying. In both examples, the benefit may be the
knowledge that valuable goods and demonstration equipment will not be pilfered, or, in the second
example, that the sales teams will always meet their very tight schedule.
The company may be able to supply these benefits by establishing upgraded security systems,
or by pointing out the excellent record of its long-term service staff. The customer-oriented
company, of course, when trying to get business, will already know the main areas of concern to
the customer and anticipate the questions.
Price
The price is an important tool in marketing, although many transportation operators do not
use it effectively. Some use ‘cost plus’ pricing, where the tariff to the customer is worked out on
the basis of how much it costs the operator plus a standard margin for profit. This method is
simple to calculate, and may seem fair, but in fact it bears no relation to how much the particular
customer is able, or willing, to pay.
It must be remembered that price and quality can be seen to represent opposite sides of a coin.
Economic theory maintains that to reduce quality without reducing price is effectively the same as
increasing the price. This is also true the other way round: to improve quality but keep the same
price can be viewed as a price reduction.
Place
The place or location element of the marketing mix is also important. It has several
interpretations when applied to transportation. Place, in marketing terms, is about points of sale
and the location of areas in which to do business, etc. Because of the dispersed nature of
transportation activities, it is a little more difficult to define. Certainly the convenience of access
points to a transportation system can be critical, or more exactly, collection and delivery timings
can be of paramount importance to the client. Failure to achieve this can lead to loss of business.
Promotion
This is sometimes referred as the communications mix, because it represents the blend of
techniques used for communication between suppliers and their ‘target groups’. These groups are
usually called market segments. A company which develops a service, which satisfies the needs
and wants of its customers, will not automatically increase sales. The target market needs to
be informed, encouraged, and motivated to buy. Promotion is about communicating the message
of the company’s products to a target audience, and the most effective way to do so. The main
areas of promotion are as follows: Advertising, Sales promotion, Personal selling, and Public
relations.
The SWOT
The SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is used by
marketing managers to answer the questions ‘where is the company today? How does it perform?’
The purpose is to identify internal strengths and weaknesses of the company in comparison to its
competitors, i.e. what does the company do well and what does it do poorly? Consideration of the
opportunities and threats in the market involves trying to look to the future and forecast what
might happen to the business.
Market segmentation
This is the process of breaking down the total market for a service into groups or segments.
Each can then be selected for particular attention, a process known as targeting. The company
concentrates its efforts on those groups of customers it is best placed to serve and which offer the
best prospects for profit and growth.
Within a large national, or even international market, it is unlikely that a company will want
to offer only one service or product. An example is express parcels deliveries which very often
offer a ‘top price’ overnight service delivery, followed by different service levels for two, three or
five days at differing prices. It is sensible for the company offering the service to look at the
market in terms of groups of customers. This concept is called market segmentation.
In transportation terms, the operator needs to know how to divide up the market in which the
company is operating. Once the demand characteristics of the market as a whole have been
investigated, and various market segments distinguished according to the appropriate criteria, the
operator will have the knowledge to select particular segments for attention. This process is
known as targeting. The company can now concentrate its efforts on those groups of customers it
is best placed to serve, and which offer the best prospects for profit and growth.
Market share
This is the proportion of the total market that a particular business enjoys. The transportation
operator therefore wants to ensure that his own company maintains, and preferably increases, its
market share, because it is a way of measuring how well the company is doing. In the road
passenger industry, for example, an operator who provides all the local bus services in a town
enjoys a high market share.
Unique selling point
This is defined as a special benefit offered to customers, and which is unique to the business.
An airline may be the only one in its area offering direct executive services to a particular
destination in mainland Europe. The operator is therefore in a unique position because he can offer
something that no other local operator can provide.
Marketing audit
If a business spends time and money promoting its services, it ought to be interested in
whether the expenditure gives value for money, always realising that measuring the effect of a
promotional campaign is bound to be difficult. At its simplest, the business should be able to
identify easily what it has spent on promotion, the cost of advertising, etc. It needs to measure
what effect that advertising has had on income. This makes it essential to monitor very carefully
income variations from a period before the advertising takes place until some while afterwards.
The business must however beware of factors which might affect revenue and which are
totally unconnected with the advertising. This is sometimes quite difficult to do and the likelihood
is that it will be necessary to go back to the same time last year, to see whether income has
increased.
Direct mail
For many people, the concept of direct mail has become disreputable, by association with
what is called ‘junk mail’. Yet properly targeted direct mail is one of the most effective means of
promoting a product or service. As an example, consider a coach operator who wants to increase
his share of the market for school day trips to France. The best method for them to make an initial
approach is by direct mail to the schools. Mailing lists consist of names of people or businesses to
which it is believed it is worth sending details of particular products and services. As well as
compiling their own mailing list, an operator can purchase lists from companies which specialise
in this service.
Branding
Branding is defined as a distinctive name by which a product or service is known and enables the
operator to use the brand name in selling the product. Branding works best where the operator
perhaps wants to reduce the apparent connection between the ‘new’ services and those previously
operated. If the perception of the old services was one of unreliability and unhelpful staff, the
operator might well decide to launch the new system with a new brand name, to avoid it being
tarnished with the record of the old.
House style
Almost any business, which hopes to be successful, must have a house style. To show how
effective a house style in the road passenger industry can be, do you think there are many people
in the UK who would not recognise the London Transportation roundel? House style is a bit more
than a logo, however.It means using the same typeface style on letters, invoices, brochures, and so
on, so that there is an immediate association with the particular business when anyone sees that
letterhead, etc.
3.5 Market Research
Market research is a somewhat all-embracing term, and must not be confused with marketing.
The function of market research is to generate information which will assist the company to make
decisions; for example, when the company is unable to quantify a market segment; cannot set
quantifiable targets for its marketing mix; or, needs to develop a new strategy.
Process
The best starting point is to look at the decision making process within the company. This is
usually broken down into three areas. They are: Problem identification, Problem solution, Problem
resolution, where the solution is implemented and reviewed. At every stage, there is a need for
information, hence market research. The definition of the problem may be as simple as a
transportation company wanting to set up a service to Europe, and to find out if there is a market
for the service. If so, which country should it concentrate on first?
The information can be collected in-house, e.g. by giving it to a senior member of staff as a
project, or collated by a specialist agency. The latter would almost certainly be more effective, but
the disadvantage is the cost; with transportation companies, budgets tend to be tight. As a general
rule, market research is only conducted when the value of information obtained will be greater
than the cost of obtaining it.
Application
Market research is the process whereby the producer finds out:
1) whether there is an unmet demand;
whether there is a demand, which did not previously exist;
2) whether there is a demand, which some other producer is meeting, which appears profitable;
3) what the consumer wants;
4) whether the producer can provide the product at a price acceptable to the consumer, and
profitable to the producer.
Demand
This might occur in a number of ways. New technology could be responsible or it might be as
a result of changing social patterns as referred to earlier. The technological developments in air
travel over the last 20 years have resulted in a staggering increase in the number of people moving
to and from airports, major expansion of airports themselves, and not least a substantial incoming
tourism market, which alert coach operators have seized. Clearly, this demand did not exist until
the centre was open, but the operators with good market research will profit from this new revenue
earning opportunity.
Competition
Unless a business can obtain such a stranglehold on the market that it is impossible for
anyone to compete successfully, or the market entry costs are so great that no business could
afford them, every successful company must expect and be ready for competition. The National
Express network might be an example of the former. The cost of entry into the road passenger
industry is, by comparison to most industries, very low so no examples of this being a deterrent to
competitors can be quoted.
If we look at rail, though, it is inconceivable that anyone would attempt to build a new
railway line between, say, London and Newcastle to compete with the existing service. With some
changes in legislation, however, road transportation operators have decided to compete with rail
services on some corridors. While the rail operators fought back, market research will have been
used to enable the coach operators to decide whether there was a market for the service they could
offer in competition with the railways.
Consumer needs
This might not be too difficult to find out; using techniques to be considered later, but it may
be difficult to satisfy because the demands of customers will not be uniform. Let us suppose that
an operator, who to date has only ever provided bus services, decides to move into the coach
contract and private hire market. What sort of vehicles should be bought?
Some of his potential customers will tell him that what they want are high-specification vehicles,
with video, toilet, drinks dispenser, telephone, etc., while others only require a basic vehicle to get
them from one place to another as cheaply as possible. What his market research has
to tell him is whether there is enough ‘high-earning’ business to make it worthwhile buying
top quality vehicles, or whether instead to go for the lower end of the market with lower quality
vehicles. The biggest mistake of all would be to compromise with vehicles somewhere between
the two. The customers who want all the extra facilities will not hire the vehicles because they do
not have all the features they need, while those who only want a basic vehicle will say that what is
on offer is too expensive.
Traffic survey
Traffic survey can be carried out either on or off the bus. The off-bus survey is obviously less
accurate, given that a person standing at a particular point counting passengers on passing buses
cannot be expected to be precise. It does have the advantage, though, of being relatively cheap to
conduct, especially if the services being checked are high frequency. If the census is of a
competitor’s services, off-bus will almost certainly be the only way of carrying out the check.
On-bus surveys are far more accurate, and the amount of data collected can be much greater. A
surveyor travelling on the bus can, in addition to counting the passengers, find out the type of
ticket they have, the origin and destination of their journey and its purpose.
Most large operators now have electronic ticket machines (ETMs). One of the advantages of
this equipment is that it can record quite a lot of useful information, e.g. where each fare paying
passenger boarded, at what time, the fare paid, the class of ticket issued. If the drivers are
conscientious, it might also be possible to have a record of where non-fare-paying passengers
board, although their alighting point will not be known. The likelihood is therefore that the large
operator will use a combination of ticket machine information backed up by sample surveys when
more detailed data are required. The sample size must however be sufficient to avoid drawing
wrong conclusions and ensure that the results can be sensibly interpreted.
Questionnaires
Questionnaires can be split into two categories: self-completion and interview. In either case,
design of the questionnaire is important, but it is especially so where self-completion is intended.
The questionnaire needs to be simply laid out and the questions need to be quite clear; the
information gleaned from a questionnaire will only be as good as the questions asked. It is always
wise therefore to test it on a small sample of people before launching into the main survey; this is
called a pilot study. If an operator was thinking of providing a bus service to link housing estates
with the railway station at commuter times, the best way of targeting the questionnaire would be
to have it distributed at the station when commuters are travelling.
Another factor influencing the value of the questionnaire is the response rate. The design of
the questionnaire will certainly influence the response rate. If it is easy and quick to complete,
more are likely to be returned. If it is easy to return, the same applies. Boxes might be placed at
strategic places for collection, or someone might be employed to collect the questionnaires. The
best response rate will be from interviews either on the street or in a person’s house which also,
while relatively expensive to mount, give a high degree of accuracy. Response rates to
questionnaires might be improved by offering all those who send a completed answer the chance
of winning a prize, or perhaps offering some discount on future purchases.
Words and special terms
1．haulier
2．retain
3．profitability
4．recyclable
5．biodegradable
6．pilfer
7．upgrade
8．paramount
9．segment
10．tarnish
11．roundel
n. 公路运输业者，公路运输行
vt. 保留，维持，雇用
n.收益性, 利益率;
a..可再利用的，可再循环的
a. 生物所能分解的
vi.偷窃，vt. 少量地偷，剽窃
vt. 改进，提高
a. 最重要的，最重大的，至上的
n. 分出的或标出的一部分；
vi.,vt.（将某事物）分割成弦、部分或瓣
vt. 使失去光泽，败坏，玷污
n..圆形标志（表示国别的符号，用于某些国家的军用飞机上）
12．stranglehold
13．alight
14．glean
15．spasmodic
16．envisage
17．diplomatically.
18．cultivate
19．councilors
20．charitable
21.deliberate
22.sustained
23.deregulate
24.hence
25.recession
26.prevail
27.expertise
28.turnover
29.conceivable
30.shrink
31.interpretation
n. 遏制，压制，束缚
vi. (from) （从马上或车上）下来
vt. 拾，收集（消息，资料，情报）
a. 一阵阵的，时断时续的，痉挛的
vt. 展望，想象
ad. 策略地，圆通地
v. 耕作，陶冶，建立或发展（某种关系）、采取（某种态度）
n. （市、郡等的）政务会委员，议员
a. 慷慨的，慈善的，慈善组织的
adj.深思熟虑的, 故意的, 预有准备的
adj.持续不变的, 相同的
v.解除管制
adv.因此, 从此
n.撤回, 退回, 退后, 工商业之衰退, 不景气
vi.流行, 盛行, 获胜, 成功
n.专家的意见, 专门技术
n.翻覆, 翻折, 流通量, 营业额, 周转
adj.可能的, 想得到的, 可想像的
v.收缩, (使)皱缩, 缩短
n.解释, 阐明, 口译, 通译
32.forecast
n.先见, 预见, 预测, 预报;vt.预想, 预测, 预报, 预兆
33.sensible
adj.有感觉的, 明智的, 有判断力的
34.segmentation
n.分割;
35.audit
n.审计, 稽核, 查帐;vt.稽核, 旁听;vi.查账;
36.logo
n.标识语, 标志，徽标；连合铅字
37.typeface
n.铅字字体；字面
38.letterhead
n.信笺上方的印刷文字, 印有抬头的信笺
39.quantify
vt.确定数量;v.量化
40.glean
v.拾落穗, 收集
41．SWOT
42．ETM
43．PR
优势，弱势，机遇，挑战
电子售票机
公共关系