《快速消费品物流管理初探以可口可乐为例》.docVIP

2010届 分类号：F252 　　　　　　　　　　　　　　　 单位代码：10452 专业论文 快速消费品物流服务策略初探 　　　　　　姓 名　 朱 鑫 宁 学 号　 200618930254 年 级　 2006级本科二班 专 业　 物 流 管 理 系　（院） 商 学 院 指导教师　 徐 自 田 2010年 5月 3 日摘 要 随着我国快速消费品销售规模的不断扩大和销售渠道创新速度的日益加快，快速消费品物流越来越引起人们的高度关注。实践证明，有效的物流系统，是快速消费品经营成功的关键，是满足多频次、个性化、快捷化消费需求的重要保证。因此，探索出适合快速消费品行业的物流服务策略，以提高快速消费品物流发展水平，就具有重要的社会和经济意义。快速消费品物流策略的选择，必须满足快速消费品行业对物流模式的要求；必须适应快速消费品的特性以及快速消费品经销企业的性质、规模、管理水平、现有资源等条件。文章通过对快速消费品及其行业物流管理的探究，分析了快速消费品及其行业所具有的单品价值低、保鲜期限短、品牌忠诚度不高等特点，找出了快速消费品行业所需的物流服务策略，并以可口可乐为例提出了相应的实施意见和建议，为快速消费品物流的经营管理活动和未来发展提供了决策的依据。 关键词：快速消费品；物流管理特点；物流策略 ABSTRACT With the fast moving consumer goods sales in China expanded the scale and distribution channels and the increasing pace of innovation accelerated, fast moving consumer goods logistics has drawn increasing attention. Proven, effective logistics system, is key to the success of fast moving consumer goods business, is to meet the multi-frequency, personalized, fast and an important guarantee of consumer demand. Therefore, to explore suitable for fast moving consumer goods industry, logistics service strategies to improve the level of fast moving consumer goods logistics development, it has important social and economic significance. FMCG Logistics Strategy Selection, fast moving consumer goods industry must meet the requirements of the logistics model; must adapt to the characteristics of fast moving consumer goods and FMCG distribution business nature, scale, management level, available resources and other conditions. The article on the fast moving consumer goods industry, logistics management, exploration and analysis of the fast moving consumer goods industry with its low value single items, and preservation of short-term, brand loyalty is not high and find out the fast moving consumer goods industrys need for logistics services strategy, and to make Coca-Co