输在履行--食物企业的营销系统治理（国外英文资料）.docVIP

输在执行--食品企业的营销系统管理（国外英文资料） Food companies, especially cold foods, are required to have faster response and resilience in the market with cold chain logistics and fast moving features. First of all, consumers not only demand of food variety, fresh health - shelf life is short, many varieties, small batch, but also for delivery in a timely manner quickly - sales forecast accuracy, the flexibility of production and logistics management, response speed, flat and efficient distribution channels; Secondly, fresh food cold chain restrictions, sales radius is generally not more than 600 kilometers, and the unit value of goods and large through put, so logistics costs relative to other industries are much larger proportion of the total cost. The change of the Chinese dairy market in the last two years is the best example. The past dozens of years of urban residents consumption are all using short m pasteurized milk, UHT milk boom in recent years, with its the character with long shelf life, convenient drinking account for half of the liquid milk market. The reason is simple. First, pasteurized milk shelf life is short, request distribution channels flat and high speed, high sales forecast accuracy requirements for the sales staff, the production and logistics department of flexibility and quick reaction capability requirement is very high; And the long shelf life of UHT milk, and the flexibility of logistics management, can make full use of various sales channels such as distributors and distributors to develop the market. Second, pasteurized milk cold-chain sales needed to support, but for now, Chinas cold chain logistics management of food industry relative to the overall level of domestic logistics, was still in the stage of establishment, exploration and development, without a complete cold chain supply and distribution system, set up by the enterprises themselves cold chain need to a large number of fixed assets and human resources investment. Third, consider the third