DHL中外运敦豪速递服务的营销模式

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2002,17 2002:11.a 2.3.4.5.21.a ,.,.,:!3The forgotten supply chain:Service PartsParts&MaterialsEngineersService EventParts&MaterialsEngineersService EventReturnsRepairReturnsRepair a 4The Service Parts Supply Chain“Traditional bases of competitive advantage no longer suffice;the search is on for new opportunities for differentiation”Competitive advantage is sought in parts of the value chain that thus far have been overlooked or under-addressed.After sales is one of those areas:Traditionally too fragmentedPoorly linked with other parts of the organisationReceived little management attentionHowever,by reengineering the service parts supply chain companies can:Create competitive differentiation Improve customer retentionIncrease earnings from after sales supportReduced cost of after sales support a 5Cost advantageValue advantageService logistics as driver of competitive advantageFocus on CustomerValue-AddedFocus on ProcessImprovementCost and ServiceLeaderCommodityFocus on CustomerValue-AddedFocus on ProcessImprovementCost and ServiceLeaderCommodityValue advantageLogistics leverage OpportunitiesTailored service Reliability Responsiveness Consistent customer experienceCost advantageLogistics leverage Opportunities Capacity utilisation Inventory management Schedule integration a 6LabourMaterial&PurchasesOverheadsNetreceivablesInventoryCashCost ofsalesSalesNetoperatingprofitCost ofdebtCost ofequityNet workingcapitalFixedassetsCapitalemployedTrue costof capitalCapitalchargeEconomicvalueadded+x 7&()&()Demand characteristicsPredictableUnpredictableSupplycharacteristics:Service levelagreementLonglead-time:+3 daysShortlead-time:2-4 hours24-48 hrs&()8 :()():()9 :SuppliersELC-RDCProductionStrategic partscentreServiceeventSuppliersELC-RDCProductionStrategic partscentreServiceeventService levelHighservice level:2-4 hrs“Lower”service levelService levelHighservice level:2-4 hrs“Lower”service levelDirect shipmentReplenishmentDirect delivery(24-48 hrs)ReplenishmentDirect delivery(24-48 hrs)ReplenishmentReplenish2-4 hrsReplenishmentReplenish2-4 hrsInventory costs10DocumentCourierParcelCourierSophisticationTime3PL4PLLogisticsServicesGlobalLogisticsSolutionsSupplyChainIntegrator70s 80s 90s 00sDocumentCourierParcelCourierSophisticationTime3PL4PLLogisticsServicesGlobalLogisticsSolutionsSupplyChainIntegrator70s 80s 90s 00s 11&()12Brain ConsultativeServicesCall Centre ManagementConsultancyManage PartnersIT CapabilityCustomer Relationship ManagementSpecial reportingBrain ConsultativeServicesCall Centre ManagementConsultancyManage PartnersIT CapabilityCustomer Relationship ManagementSpecial reportingIntellectual Knowledge&IT CapabilityIntellectual Knowledge&IT CapabilityDHLDHLBuild/Buy the“Brain”&Buy the“Muscle”Build/Buy the“Brain”&Buy the“Muscle”Partner Physical AssetsIn-house Physical AssetsPartner Physical AssetsIn-house Physical AssetsCore Transportation250 kgHeavy WeightsIT SystemsRepairsWarehousingDomesticSameday NFOAirport-AirportDoor-to-AirportDeferred ServicesMuscle Physical ServicesBrain Consultative Services 13Total Quality SystemTotal Quality SystemWarehouseNetwork(ELC/SPC)TransportationServicesLogistics CallCentreState of the artIT systemsSkills/People 14Customers(Field Service Engineers)&sDHL ELC R 15 16 10 330 3&17 18 :19:40 120 20 :-21 Same-daydeliveriesOperatorsEnd-userrequest Repaired itemsRepairCentresPick-Pack&delivery requestLLCsELC/RLC(Consolidated)Deliveries andReturnsDefective itemsOrdertransmissionDHL LCSC(Consolidated)ReplenishmentManufacturingCentresOrderConfirmations 22 n n n n n n n n 23THANK YOUFrits de Vroetfvroetsin-24谢谢 谢谢22.8.12:11:222:112:1122.8.122.8.12:112:112:11:2222.8.122.8.12:11:222022年8月1日星期一2时11分22秒9、静夜四无邻,荒居旧业贫。22.8.122.8.1Monday,August 01,202210、雨中黄叶树,灯下白头人。2:11:222:11:222:118/1/2022 2:11:22 AM11、以我独沈久,愧君相见频。22.8.12:11:222:11Aug-221-Aug-2212、故人江海别,几度隔山川。2:11:222:11:222:11Monday,August 01,202213、乍见翻疑梦,相悲各问年。22.8.122.8.12:11:222:11:22August 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