Logistics and marketing of enterprise analysis and discussion on the relationship between
【Abstract】 The new economic era, the modern enterprise from the strategic height to grasp the concept of logistics and marketing relationships. Because
The two are the core of enterprises capable of providing support and services, so economic times comes logistics, industrial and commercial enterprises in the
Logistics operations and marketing strategy on the integration efforts will be a useful
exploration. Haier Group's logistics operation has
A successful practice. Its logistics system, the effectiveness of marketing support, from Haier good logistics mode of operation, but also benefit from the sea
Fall management's strategic thinking and corporate economic mechanisms. Haier's
marketing advantages are mainly in products and customer service, while Haier material
Stream is its marketing activities provided strong logistical support. Logistics operation in the enterprise, we should infiltrate marketing ideas, according to Camp
Marketing strategies to strengthen logistics management.
Key words Competition Marketing">Marketing Logistics
For the production, sales or marketing integrated enterprise, modern logistics is the
basis for their marketing. This is primarily a market-oriented, client-oriented modern
enterprise type of competition should be recognized problem. A logistics company in
making decisions, should be the enterprise's logistics system, strategy or marketing
strategy and marketing combine, from a strategic perspective to consider the logistics operation and market expansion, market competition. The new economic era, companies gain a competitive advantage mainly rely on speed, especially in the speed of
innovation, and this speed is the fastest way to meet the specific needs of consumers, namely, "the lowest cost, the appropriate product in the appropriate
When asked, transported to the appropriate place. "Haier's logistics revolution achieved some success in the operation of the logistics as an industry, it is also unconsciously strengthening its marketing-oriented features, making it a strong
support of marketing , which can be from this paper, Haier's logistics, marketing analysis seen. Meanwhile, we are optimistic about the relationship between logistics and marketing strategy, this paper put forward by analyzing the 'logistics support, marketing, marketing, promotion, logistics, point of view.
1. Resolution Haier logistics mode of operation.
In today's new economic era, the modern enterprise must engage in modern logistics, while the traditional logistics revolution must also engage in business process reengineering, reengineering is to the original organizational structure, the kind of
linear function of the structure of the pyramid-style flat-oriented reforms
organizational structure, Haier's logistics headquarters is promoting a few products from the former Division 10 functional departments spun off, according to its division
of functions consists of procurement, distribution, storage and transport of three division, uniform implementation of the logistics of the operation and management within the group, harmonization of procurement, unified material distribution, uniform product distribution, by integrating internal resources to optimize external resources, making the procurement, manufacturing support, goods distribution from the strategic integration.
Modern logistics is different from the two largest traditional logistics characteristics:
first, the second is a network of information. "First class" is the order of information flow, order information flow on the expression of an information society. Network refers to the global supply chain resources, networks, users worldwide network of
resources and computer information network, "3 network" operating simultaneously, to order the flow of information value-added support. Synchronous mode by an
efficient logistics operation to achieve "zero distance with the user's" strategic objective
is the adoption of modern logistics Haier one hand grasp the needs of users, the other hand to meet the user needs to seize the global supply chain, access to enterprise's core competitiveness.
Synchronized flow chart】 【Haier Logistics
Haier's ERP system, automatically and accurately generate a daily production line to distribution of materials BOM, through a wireless scanning, infrared transmission technology, modern logistics support, to achieve timing, quantity, fixed-point of the
three fixed distribution; Haier original cross-stop logistics as well as flexible production
line, realized the transformation from mass production to mass customization of the
Enterprise logistics operation to speed up, will lead to the acceleration of capital operation and improve the efficiency of the use of funds, thereby reducing the cost of capital to achieve the purpose of increasing profits. The same time, the acceleration of capital operation, cost reduction to enable enterprises to increase the competitiveness of products, market share will be improved. This is Haier's successful market operation.
2. For the operation of Business Logistics Marketing Analysis
This stage of the market economy in different periods and age full of changes, is a good at changing the "magician." As a market competitor entity enterprise, the need to strengthen marketing, strategic planning, "instigated" the new market competition strategies and plans, in order to win their own survival and development opportunities. Previously, Haier company's plans to promote the mode to build and run the domestic first-class procurement, manufacturing and marketing systems, but in recent years, the system of competition and profit potential, close to the end, the company had to seek new strategies, more favorable operating way. Haier series of "transformation" and "recycling" demonstrates that it is a tough market for competitors.
2.1 logistics operation from the marketing strategy point of view
Logistics (logistics) to the business success of great significance, since the 20th century, since the age of 50, after "physical delivery" expanded logistics management market, "and so the concept of interpretation, to the 20th century, has gradually
become enterprises in the 90 years to obtain and maintain marketing a powerful management tool of competitive advantage. La Lan Londe American Management scientists even predicted that we are in the 21st century will be the era of logistics.
In today's global competitive environment, the customer service, quality and value, is even more concerned about the situation, the logistics will inevitably become more manufacturers, one of the core competitive edge. Refined and powerful supply and
storage and transportation networks, for the agile manufacturing enterprise products to provide rapid response capability; full of goods and efficient distribution network, you can keep for the enterprise market, where the leading position to provide strong
sales of logistical support. All the world's top 500 enterprises, they are world-class
logistics capabilities of companies, by providing quality services to customers gain a competitive advantage. Haier is the hope that through the logistics restructuring,
improving the market camp
Sales network, as the world top 500 enterprises, as to achieve the overall objective of logistics management, that is the lowest logistics cost to provide customers with the highest quality service. When a certain stage of business development, logistics and operations are highly integrated, and positioning into a core competency, the right marketing strategy can play a cornerstone role in advantage, and marketing activities to provide comprehensive protection.
2.2 Analysis of marketing logistics operation
Enterprise's logistics on the surface appears to be the flow of goods, products, customer demand is involved behind the product price sales channels, service level and other issues, but in the most fundamental is the flow of corporate profits. Haier, in order to optimize supply chains, integrate enterprise resources and support for external sales, set up a modern logistics system, in order to meet sales and distribution network to expand or shrink, this aim is to control costs and expand sales and ultimately no doubt to enhance its fierce, clever, volatile market, the core competitiveness. The following pairs of Haier's logistics system operation and the relationship between marketing analysis. Analysis and discussion will also aim at
Is to enable enterprises in logistics operations with marketing strategy as a guide to optimize logistics solutions that enable enterprises of logistics capability to be around the company's core functions of intensive play.
2. 2.1 accurate demand forecasting and rapid market response and create a marketing opportunity.
Suppliers, manufacturers, retailers and consumers of logistics activities in question is called the supply chain logistics. Supply chain logistics at the end of
Side, that is, retailers and customers in this ring. Retailers than the manufacturers naturally have a greater advantage, because it is closest to the end consumer. By sales data analysis and effective customer relationship management, retailers can bring in a
greater extent, on the end-consumer demand to be an accurate grasp of the situation
and projections to establish demand forecasts closest to the actual situation, on this basis, the manufacturer products and services to provide a stable demand for orders.
Haier is based on orders of modern logistics management information flow as the core, which makes all employees to focus on the needs of users. J-Shaanxi-speed market
reaction has not only created customer satisfaction, while the head _ creating a market
demand, expanding market share. Competition in the market today, I think that a company has only logistics system able to end consumer demand was made possible by the formation of rapid reaction of market competition victory.
2. 2.2 optimize supplier to ensure product quality, improving product marketing advantage.
Haier in integrating internal resources and external resources optimizing the process of building a strong global supply chain network. One optimization to reduce number
of suppliers, the second is to expand the proportion of international suppliers, the three are close to the development of suppliers, Haier and have access to and prepare to enter the Qingdao Haier Industrial Park Development Zone, children 10 international
suppliers to establish a supply chain relationships. By optimizing supplier of Haier, Haier products effectively guarantee the quality and delivery. In addition, Haier through implementation of concurrent engineering, so that an international group of
large companies (suppliers) for its high-tech and new technologies to participate in
front-end design of Haier's products, not only ensures that the leading technology, Haier products, increasing the technological content of products , but also to greatly
accelerate the pace of development. Can now participate in the proportion of product development, suppliers have been as high as 32.5%. In addition, jit manufacturing and 'zero inventory' can make products, raw materials and components in the library a
short question and will not be of corrosion deterioration of the situation, thus ensuring zero-defect product quality goals. Reposted elsewhere in the paper for free download
2.2. 3 Price advantage generation. Haier's supply chain material
Flow system uses the most rapid and most advanced information technology, in this based on the flow of information to form a strong support for the procurement, distribution and product distribution of the rapid response, to minimize from raw
materials to manufacturing, to sales of full - the process of inventory and product sunk
costs, thereby effectively reduces the cost of sales for the end-customers can provide the
greatest delivered value. It was because of rapid and efficient flow of information,
Haier logistics process the cost of each point are the lowest. Link in the procurement of JIT, Haier achieved synchronization of information, procurement, materials ready synchronization and distance synchronization, greatly reduced the cost of purchasing
links. Information Synchronization guarantee the accuracy of information achieved on time purchases. Procurement, materials ready synchronized, so that the supply chain of raw materials inventory cycle greatly reduced.
2.2.4 sound logistics network to ensure smooth distribution channels. Improving logistics system more flexible to meet the dynamic needs of sales. In the current market penetration of existing products to increase sales, the requirement is an effective integrated logistics network; Looking at the world's top 500, almost without exception, the market network has its unique expertise. The world's leading retailers such as Wal-
Mart (Wal Mart), Metro (M etro), Carrefour (Carrefour) and so on, without exception, by means of superior logistics, achieved impressive market position . Haier products are sold in more than 160 countries and regions in the world with nearly 1,000 distributors (including Fortune 500 companies 44), more than 50,000 point of sales network, after-sales service network extend to the National Chung-6 more than 1000
towns, able to reach to every city, township of nerve endings. Such a huge marketing system to make Haier expanded the scale of logistics and distribution, making logistics and distribution services will cover a wide geographical and scope.
2.2.5 the creation of modern logistics services marketing advantage.
Now most businesses of logistics business philosophy is also limited in order to carry out the logistics and logistics stage, only know that they have the logistics business,
while ignoring the purpose of doing the logistics for the customer service is through effective, high-quality service to win customers trust, and thus win the market. Haier is
to logistics as a capability in-house orientation, its general process of creating customer value contributed. In the business process reengineering based on the Haier formed a "front a network, the background a chain, '(the future of a network is Haier's customer relationship management site