基于顾客满快速费品物流配送模式优秀可研性方案书.docVIP

毕业论文 基于顾客满意度的物流配送模式研究 摘 要 作为快速消费品企业供应链一体化的关键环节，分销渠道的作用越来越重要，其表现将决定供应链的整体绩效。本研究主要目的在探讨分销渠道中物流配送选择不同模式时对渠道顾客产生的不同影响，以及由此对渠道整体竞争优势的影响。 基于对快速消费品物流配送和相关物流配送绩效指标等的理论研究，本文以顾客满意度为物流配送服务质量的衡量指标，在现有的第三方物流模式中进行数据对比。在实证方面，通过对快速消费品代表企业云南省UC三年来的顾客满意度变化及数据分析，中间采用权重分数计算法，并和其主要行业竞争对手情况做横向对比分析，最终确定三方物流模式下的公司直送——分区合作配送模式更具竞争优势，才能不断的提高市场竞争力并发挥供应链一体化的整合优势。 关键字：快速消费品；分销渠道；物流配送模式；顾客满意度 Based on customer satisfaction logistics distribution mode study ABSTRACT As a fast moving consumer goods enterprise supply chain integration of key links distribution functions are becoming more and more important and its performance will decide the whole supply chain performance. Purpose of this study was to investigate the distribution channels logistics distribution mode of the channel when choose different customer the different effects of and thus to channel the influence of the whole competitive advantage. In theory this article through extensive reading relevant literature customer satisfaction as the logistics measure in existing the third party logistics mode for data contrast. Empirical through to the fast moving consumer goods in yunnan province on behalf of the enterprise UC three years customer satisfaction to change and data analysis and the middle is weighted score calculation method and its main industry and competition situation of lateral comparison analysis, and finally determined that three party logistics mode of the company sent straight-partition cooperation distribution mode more competitive advantage the ability to continuously improve market competitiveness and play the integrated advantage of supply chain integration. KEY WORDS：Fast moving consumer goods；Distribution channels; Logistics distribution mode Customer satisfacti 目 录 摘 要 I ABSTRACT III 第1章 绪论 1 1.1 研究的背景 1 1.1.1快速消费品的界定 1 1.1.2快速消费品现状 2 1.2 论文研究的目的和意义 3 1.3 论文的主要研究内容和预期目标 3 1.4 快速消费品物流配送的国内外研究现状 4 1.4.1我国的快速消费品配送物流 4 1.4.2国外快速消费品物流配送现状 5 第2章 相关理论文献综述 9 2.1 分销渠道 9 2.1.1分销渠道的功能 10 2.1.2渠道冲突与控制 10 2.2 物流配送基础理论 11 2