快速消费品物流渠道配送优选策略研究——以w省可口可乐公司为个案-research on the optimization strategy of fmcg logistics channel distribution - a case study of coca - cola company in w province.docxVIP

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快速消费品物流渠道配送优选策略研究——以w省可口可乐公司为个案-research on the optimization strategy of fmcg logistics channel distribution - a case study of coca - cola company in w province.docx

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快速消费品物流渠道配送优选策略研究——以w省可口可乐公司为个案-research on the optimization strategy of fmcg logistics channel distribution - a case study of coca - cola company in w province

RESEARCH0NINFECT10NANDDISTRIBUTl0NLOGISTlCSTOP-PR10RITYSTRATEGYABOUTMARKET-CHANELOFFMCGABSTRACTDistributionchannelisgettingmoreandmoreimportantasakeysupplychainofdevelopmentof锄FMCGenterprise’Sstrategy,andisdecidingthesupplyshainholisticperformance．Thegoaloftheresearchistodiscusedifferentimpactsonchannelcustomerswhendeliverylogisticindistributionchannelsappliesdifferentstrategictargetsandhowitaffectsthewholechannelsupplychainperformance．Theresearchshowsthat：1．Thetop·prioritymodelofoutlet-distribution-logisticsshouldbeaccordedtotheenterprisecompetitionstrategictargets；2．OutletdistributionlogisticmodelispositivelycorrelativewithcustomerTotalsatisfaction；3．thecustomersatisfaction-changingwouldaffectschannelperformancegreatly；4．Thedistributionmodelofcustomer-satisfaction-orientedCanbringusmuchmorechannelcompetitionadvantagesthanthatofcost··optimized··orientedandcustomersatisfactionistheCOretargetofdistributionlogisticsmodel．‘Theoretically，theresearchisatheoryfoundationandabaseofideaisticstructuredeductionthrouthextensivereviewsandconformityofpastrelativeliterature，andhavebeeninducedthetransmitmodelofdifferorientedinchanneldelivery，concludedthetwotop-prioritymodelofcustomer-satisfaction-orientedtypeandcost-optimized-orientedtype，andsetupthreevariableindexestoscaletheadvantageofmarketing．Pratically,theresearchanalysesrelativelyandcontrastivelythesurveyingsheetsofthecustomer-satisfaction-drive-indexof3yearsof职Coca-ColabeveragecompanyandsomemarketbehavebetweenothercompetitioncompaniesandSOon．Bythediscussionoftheliteratureandtheanalysisofthesampleenterprise，wefindthatthedistributionlogistics，asanimportanttacheofchanneldistribution,takecustomer-satisfaction．managementasitscoreTarget,isgreatlyimportantinenterprisestrategy．Whetheranenterpriseiscustomer-orientedandcallconsolidatethedistributionlogisticmodelandmarketstrategyandfarthermaximizetheintegratedefficienciesandbenefit，theproblemofwhichcoretargetourdistributionⅡlogisticsadoptsshouldbesettledatIn-st．ifonlyourstrategyiscorre