ELEVEN 特许经营便利店物流体系研究.ppt

-谢谢观看-*27Eleven的目标顾客与商品构成27ELEVEN’sCustomersand

StructureofMerchandise*从全球范围来看，7Eleven便利店的基本立足点是以年轻顾客及收入较高的顾客群体为主要服务对象，提供各种社区服务功能。Ontheworldwidescale,7ELEVENdefinedprimaryserviceobjectsasyoungpeopleandhighincomegroupsprovidedthemwithdiversecommunityservices*7Eleven的顾客定位将会影响它的商品构成，从而进一步影响到它的物流体系构建。Customerclassificationof7ELEVENhasinfluencesonchoosingcategoryofproductandaffectslogisticssystemstructure*图1：7Eleven店面销售商品结构

Fig1:7ELEVENStructureofmerchandise*37Eleven的物流体系3ThelogisticsStrategySystem

of7Eleven*7Eleven特许经营总部的经营目标是使7Eleven所有加盟单店成为“周围居民信赖的具有忠诚度的店铺”。Themarketingstrategyof7ELEVENheadquarterisendeavoringtohelpall“franchisee”outletstowinthetitleof“themosttrustableCVSaroundcitizens”*7Eleven便利店是通过以下三个要素来实现其忠诚度的：1只有在7Eleven能够买到的独特商品；2提供高新鲜度的快餐食品；3零缺货，即使顾客永不失望的供货。Customerloyaltyisacquiredthroughthreeuniqueelementsof7ELEVEN:1theuniqueproductswhichonly7ELELVENprovides;2offeringfreshfastfood;3zeroinventorywhichneverdisappointcustomers*据学生对7Eleven物流体系的研究，该便利店为确保上述顾客忠诚度所需三个要素的顺利实现，而建立的先进高效的物流系统，可归纳为以下六个物流要点：Havingconductedresearchon7ELEVEN,thefollowingsixlogisticskeypointsareconcludedtomaintaincustomerloyaltyandensuretheabovethreefactorstobecarriedoutinordertobuildanadvanceandefficientlogisticssystem*1区域集中化；2小批量进货策略与JIT物流；3建立共同配送中心；4集约配送共同配送；5不同温度带物流；6物流差异化。1RegionalCentralizationStrategy;2EconomicorderquantityandJIT(JustInTime)logistics3Establishjointdistributioncenter4Implementintensivedistributionandjointdistribution5Multitemperaturelogistics6Logisticsdifferentiationstrategy*图2：7Eleven物流体系六大物流之间的关系图

Fig2:relationshipdiagramofsixstrategies7-Eleven物流体系7-ElevenLogisticsSystem区域集中化战略RegionalCentralizationStrategy小批量进货策略与JIT物流EconomicorderquantityandJIT(JustInTime)logistics建立共同配送中心JointDistributionCenter物流差异化战略Differentiatio