特许经营便利店物流体系研究

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,7-ELEVEN,特许经营便利店物流体系研究,Research on the logistics system of 7-ELEVEN franchise convenience stores,1,1.前,言,言,1.Foreword,2,7-ELEVEN便,利,利店,采,采用特,许,许经营,模,模式发,展,展，是,现,现今全,球,球最大,的,的零售,网,网络商,，,，被公,认,认为世,界,界便利,店,店的楷,模,模。,截至2004,年,年3月,底,底，全,球,球共有7-ELEVEN便,利,利店约27000间,。,。,7-ELEVEN convenience stores,owns the largest retailing network inthe world,whoseachievementis anexemplar ofconveniencestores.,By theend of March 2004,7-ELEVEN had opened 27,000 storesin theworld,3,作为全球最为,出,出色的特许经,营,营企业之一，,7-Eleven便利店取,得,得的辉煌业绩,，,，除了其先进,的,的经营方式与,独,独特的品牌营,销,销外，支撑其,快,快速发展的另,一,一重要因素就,是,是强大的后方,物,物流支援系统,。,。,As oneof the mostdistinctiveenterprisein theworld,7-ELEVEN has wona tremendous success inthe filed.Exceptits advanced andspecial operationstrategies,a strong supporting system isanother importantfactorof its rapid development.,4,希望通过学生,对,对,7-Eleven便利店物,流,流体系的深入,研,研究，能为中,国,国的便利店业,以,以及特许经营,企,企业的物流体,系,系发展，带来,可,可以借鉴的经,验,验。,The paper isexpected togivereferentialexperiencesto Chinas convenience store business andfranchise enterprise byexamining the logisticsstructure of7-ELEVEN.,5,2.7-Eleven的,目,目标顾客与商,品,品构成,2.,7-ELEVENs Customers andStructureof Merchandise,6,从全球范围来,看,看，,7-Eleven便利店的,基,基本立足点是,以,以年轻顾客及,收,收入较高的顾,客,客群体为主要,服,服务对象，提,供,供各种社区服,务,务功能。,On theworldwide scale,7-ELEVEN defined primaryservice objects as young people andhighincomegroups provided them with diverse community services.,7,7-Eleven的顾客定,位,位将会影响它,的,的商品构成，,从,从而进一步影,响,响到它的物流,体,体系构建。,Customer classificationof 7-ELEVENhas influences onchoosing categoryof product and affects logistics system structure.,8,图1：7-Eleven,店,店面销售商品,结,结构Fig1:7-ELEVENStructure ofmerchandise,9,3.7-Eleven的物,流,流战略体系,3.Thelogistics Strategy System of7-Eleven,10,7-Eleven特许经营,总,总部的战略经,营,营目标是使,7-Eleven所有加盟,单,单店成为“周,围,围居民信赖的,具,具有忠诚度的,店,店铺”。,The marketing strategy of 7-ELEVEN headquarter is endeavoring to help all“franchisee”outlets to winthe title of,“,“themost trustable CVSaround citizens”.,11,7-Eleven便利店是,通,通过以下三个,要,要素来实现其,忠,忠诚度的：,1、只有在7-Eleven能够买到的,独,独特商品；,2、提供高新,鲜,鲜度的快餐食,品,品；,3、零缺货，,即,即使顾客永不,失,失望的供货。,Customer loyalty is acquired throughthreeunique elements of 7-ELEVEN:,1.theuniqueproducts which only 7-ELELVENprovides;,2.offeringfreshfast food;,3.zero inventorywhichneverdisappoint customers.,12,据学生对7-Eleven,物,物流体系的研,究,究，该便利店,为,为确保上述顾,客,客忠诚度所需,三,三个要素的顺,利,利实现，而建,立,立的先进、高,效,效的物流系统,，,，可归纳为以,下,下六个物流战,略,略要点：,Havingconducted research on 7-ELEVEN,thefollowing six logisticskey pointsare concluded to maintain customer loyaltyand ensurethe above three factorsto becarried outin order tobuildan advance and efficientlogistics system.,13,1、区域集中,化,化战略；,2、小批量进,货,货策略与JIT物流；,3、建立共同,配,配送中心；,4、集约配送,、,、共同配送；,5、不同温度,带,带物流；,6、物流差异,化,化战略。,1.Regional Centralization Strategy;,2.Economic order quantity andJIT(Just InTime)logistics,3.Establishjointdistributioncenter,4.Implementintensive distribution and joint distribution,5.Multi-temperature logistics,6.Logisticsdifferentiation strategy,14,图2,：,：7-Eleven,物,物,流,流,体,体,系,系,六,六,大,大,物,物,流,流,战,战,略,略,之,之,间,间,的,的,关,关,系,系,图,图Fig2:relationshipdiagramofsixstrategies,7-Eleven,物流体系,7-Eleven Logistics System,区域集中化战略,Regional Centralization Strategy,小批量进货策略与JIT物流,Economic,order quantity and JIT,(Just In Time)logistics,建立共同配送中心,Joint Distribution Center,物流差异化战略,Differentiation Strategy,集约配送、共同配送,Intensive distribution and,joint distribution,不同温度带物流,Multi-temperature logistics,15,区,域,域,集,集,中,中,化,化,战,战,略,略,是,是,7-Eleven,物,物,流,流,体,体,系,系,中,中,最,最,基,基,本,本,的,的,战,战,略,略,，,，,是,是,其,其,余,余,战,战,略,略,实,实,施,施,的,的,首,首,要,要,前,前,提,提,与,与,必,必,要,要,保,保,障,障,；,；,RegionalCentralizationStrategyisthefundamentalofallotherstrategiesof7-ELEVEN,whichprovidedthemwithprerequisitepreparations;,16,小,批,批,量,量,进,进,货,货,策,策,略,略,与,与JIT,物,物,流,流,是,是,便,便,利,利,店,店,店,店,铺,铺,面,面,积,积,偏,偏,小,小,的,的,必,必,然,然,选,选,择,择,，,，,同,同,时,时,也,也,是,是,建,建,立,立,共,共,同,同,配,配,送,送,中,中,心,心,的,的,重,重,要,要,原,原,因,因,与,与,必,必,要,要,前,前,提,提,；,；,andEconomicorderquantityandJIT(JustInTime)logisticsisamustchoiceforsmallvolumeofstores,andanimportantreasontoestablishjointdistributioncenter;,17,共,同,同,配,配,送,送,中,中,心,心,的,的,建,建,立,立,，,，,为,为,集,集,约,约,配,配,送,送,与,与,共,共,同,同,配,配,送,送,战,战,略,略,、,、,不,不,同,同,温,温,度,度,带,带,物,物,流,流,战,战,略,略,的,的,实,实,现,现,铺,铺,平,平,了,了,道,道,路,路,。,。,Establishjointdistributioncentergivesasuitableenvironmenttofulfillintensivedistribution,jointdistributionandMulti-temperaturelogistics.,18,不,同,同,温,温,度,度,带,带,物,物,流,流,战,战,略,略,是,是7-Eleven,物,物,流,流,体,体,系,系,中,中,一,一,个,个,特,特,殊,殊,的,的,战,战,略,略,。,。,众,所,所,周,周,知,知,，,，,物,物,流,流,所,所,追,追,求,求,的,的,是,是,物,物,流,流,成,成,本,本,与,与,服,服,务,务,水,水,平,平,之,之,间,间,的,的,平,平,衡,衡,，,，,而,而,不,不,同,同,温,温,度,度,带,带,物,物,流,流,战,战,略,略,正,正,是,是,一,一,个,个,十,十,分,分,显,显,著,著,的,的,，,，,以,以,牺,牺,牲,牲,物,物,流,流,成,成,本,本,为,为,代,代,价,价,来,来,提,提,高,高,服,服,务,务,水,水,平,平,的,的,战,战,略,略,。,。,Multi-temperaturelogisticsisauniquestrategyof7-ELEVEN,slogisticssystem.,It,swell-knownthatwhatlogisticsseeksisthebalanceofcostsandservicequality,however,multi-temperaturelogisticsisaremarkablestrategywhichsacrificelogisticscosttoimproveservicequality.,19,物流差异化战略,是,是与区域集中化,战,战略并列的,7-Eleven物流体系中的,另,另一大战略，随,着,着共同配送中心,战