基于快速响应的快速消费品配送.doc

摘要 快速消费品是一类特殊的商品，与耐用消费品有很大的不同，快速消费品 消耗量大，消耗速度快，消费周期短，且很多快速消费品的消费具有季节性， 且快速消费品的消费日益呈现个性化、多样化等趋势，其销售渠道也发生了很 大的变化，这些都决定了快速消费品配送体系独特的特点及对快速响应配送能 力有较高的要求。在我国，配送物流业才刚刚起步，发展很不成熟，虽然近几 年我国物流业发展很快，但在供求上还存在很多问题。我国的物流企业很多是 由传统的仓储、运输企业转型而来，在管理水平、技术力量及服务范围上还没 有质的提高，真正实力超群、竞争力强的物流企业为数不多。“多、小、弱、散、 慢”是目前物流市场的整体状况。我国物流业的发展与快速消费品对配送的快 速响应要求不相适应。 鉴于此，本文以提高快速消费品配送的快速响应能力和竞争能力为初衷， 对快速消费品配送的快速响应客户需求问题进行了研究。首先，阐述了快速消 费品及其配送的相关理论，以及快速消费品配送和快速响应的国内外研究现状 等；并且还分析了快速消费品配送的快速响应能力的重要性；在深入地分析了 当前我国快速消费品配送模式的现状与问题的基础上，对快速消费品配送模式 的选择进行了决策分析；同时，将延迟策略运用到快速消费品配送的各个环节 中；最后，对快速消费品作业流程以及作业流程的各个环节进行了优化和标准 化，以求全面提高快速消费品配送的快速响应能力。 关键词 快速消费品配送 快速响应 配送模式 延迟策略 流程标准 Abstract FMCG(Fast Moving Consumer Goods)is a kind of special commodity,which is greatly different from durable consumer goods.Its consumption and marketing channel keep changing rapidly,So logistics of FMCG has its unique characteristics and it has high requirements to logistics service suppliers．Logistics has experienced high development speed in recent years in China．but China’s development of the logistics industry still fall far behind the distribution demand of FMCG． In view of this，the purpose of this thesis is to find solution to improve the response speed of FMCG’s distribution and to make the FMCG enterprises more competitive．This thesis apply quick response theory to consumer goods distribution．First of all, this thesis expound relative theories about FMCG and its distribution and their research’s development，and figure out the importance of quick response ability in FMCG’s distribution．This thesis specialized study at the problems that exist in FMCG distribution market, and the FMCG’S demands for quick response delivery. This thesis analyses the common delivery modes of FMCG and figure out how to choose the right mode，and then advance how to improve the ability of quick response by using postponement strategy. At the end, this thesis optimize and redesign the delivery processes of FMCG so as to achieve quick response to cust