【正文】 enhancement.加強(qiáng)營銷、網(wǎng)絡(luò)系統(tǒng)配送、制造過程、采購活動的聯(lián)系，以更低的成本實(shí)現(xiàn)更優(yōu)質(zhì)的服務(wù)。Why do panies seek to add additional values?（附加價(jià)值）n Unless the product or service can be distinguished in some way from its petitors there is a strong likelihood that the marketplace will view it as a ‘modity’ and so the sale will tend to go to the cheapest supplier. So panies must seek to add additional values to their offering to mark it out from the petition. Adding value through differentiation is a powerful means of achieving a defensible advantage in the market.要想在市場中成功獲得對手無法輕松趕超的優(yōu)勢，就得考慮通過差異性提高價(jià)值。The definition of Logistics management（物流管理定義）n Logistics is the process of strategically managing the procurement, movement and storage of materials, parts and finished inventory (and the related information flows) through the organization and its marketing channels in such a way that current and future profitability are maximized through the costeffective fulfillment of orders.物流是一個(gè)過程，它對企業(yè)及其所有營銷渠道，從戰(zhàn)略的角度管理原材料、零部件和最終庫存品（包括相關(guān)信息流）的采購、流通和存儲，以低成本完成訂單，從而實(shí)現(xiàn)當(dāng)前和未來的收益最大化 advantageWhat’s the basic successful factors in the marketplace? （成功三要素）n it is the “Three C’S” :n The Companyn It’s Customersn It’s CompetitorsWhat’s the source of petitive advantage?（ 競爭優(yōu)勢） The source of petitive advantage is found firstly in the ability of the organization to differentiate itself, in the eyes of the customers, from its petition and secondly by operating at a lower cost and hence at greater profit.競爭優(yōu)勢首先源于企業(yè)標(biāo)新立異的能力，企業(yè)只有自身與眾不同，才能在客戶眼中脫穎而出；其次，競爭優(yōu)勢源于比競爭對手更低的運(yùn)營成本及因此獲得的高利潤。Two vectors of petitive advantage（兩大優(yōu)勢）n 1. Productivity advantage In many industries there will typically be one petitor who will be the low cost producer and, that petitor will have the greatest sales volume in the sector.任何行業(yè)中都有制造成本低廉的競爭者，這些競爭者通常也在該領(lǐng)域有著最大銷量。How to achieve a cost advantage?（如何獲得成本優(yōu)勢）n An increasingly powerful route to achieving a cost advantage es not to necessarily through volume and the economies of scale but instead through logistics management依靠銷量和經(jīng)濟(jì)規(guī)模來取得成本優(yōu)勢變得越發(fā)無效，取而代之的是依靠物流管理。 mission of logistics managementThe mission of logistics management is to plan and coordinate all activities necessary to achieve desired levels of delivered service and quality at lowest possible cost.物流管理的使命是計(jì)劃和協(xié)調(diào)所有必要活動，以便在達(dá)到期望的服務(wù)水平和產(chǎn)品質(zhì)量的同時(shí)，盡可能降低成本n 在傳統(tǒng)企業(yè)中，營銷和制造活動的關(guān)系如何？應(yīng)如何改善(P13)？Marketing recognitionn Marketing as a concept and philosophy of customer orientation now enjoys a wider acceptance than ever in the western world.n It is now generally accepted that the need to understand and meet customer requirement is a prerequisite for survival. Manufacturing recognitionn At the same time, in the search for improved cost petitiveness, manufacturing management has been the subject of a massive renaissance.n New ideas FMS and new inventory approaches such as, JIT, MRP have been introduced.Procurement recognitionEqually there has been a growing recognition of the critical role that procurement plays in creating and sustaining petitive advantage as part of an integrated logistics process.作為一體化物流的一部分，在創(chuàng)造和維持競爭優(yōu)勢上，采購扮演著日趨重要的角色n In this scheme of things, logistics is therefore essentially an integrative concept that seeks to develop a systemwide view of the firm.因此，從本質(zhì)上講，物流管理就是一體化的概念，這一概念要求從系統(tǒng)的角度審視企業(yè)。n Thus the focus of supply chain management is upon the management or relationships in order to achieve a more profitable oute for all parties in the chain.The extending definition of SCM（擴(kuò)展的SCM定義）n A network of connected and interdependent organizations mutually and cooperatively working together to control, manage and improve the flow of materials and information from suppliers to end users.供應(yīng)鏈?zhǔn)莻€(gè)由相互聯(lián)系、相互依靠的組織構(gòu)成的網(wǎng)絡(luò)，這些組織相互合作、共同經(jīng)營，控制、管理并改進(jìn)從供應(yīng)商到客戶的物料流和信息流 changing logistics environmentn Time pression One of the most visible features of recent years has been the way in which time has bee a critical issue in management. A new and fundamentally different approach to the management of logistics lead times is required.n Globalization of industry（全球化企業(yè)）A global pany is more than a multinational pany. In the global business materials and ponents are sourced worldwide, manufactured offshore and sold in many different countries perhaps with local customization.全球化企業(yè)不僅僅是跨國公司，它在全球范圍內(nèi)購買原材料和組件，在沿海制造產(chǎn)品，在不同的國家銷售，可能也要考慮地方用戶特色。n Relationships More and more panies are discovering the advantages that can be gained by seeking mutually beneficial，longterm relationships with suppliers. Relationship is one that will have to prevail in the future as supply chain petition bees the norm.越來越多的企業(yè)發(fā)現(xiàn)，競爭優(yōu)勢可以來自一種雙贏的模式，即同供應(yīng)商建立長期合作的良好關(guān)系。 service and customer retentionLifetime valueThe importance of customer retention is underlined by the concept of the ‘lifetime value’ of a customer.Lifetime value= Average transaction value yearly frequency of purchase customer ‘life expectancy’ 客戶保持的重要性可以通過客戶“終身價(jià)值”的概念體現(xiàn)出來。 The whole purpose of logistics strategy is to provide customers with the lever and quality of service that they require and to do so at less cost to the total supply chain.供應(yīng)鏈及物流管理的全部目的在于，保證供應(yīng)鏈總成本增幅較小的同時(shí)，按客戶要求提供服務(wù)。“完美訂單”應(yīng)作為衡量服務(wù)績效和制定服務(wù)標(biāo)準(zhǔn)的基礎(chǔ)。n Introduces the concept of Direct Product Profitability and underlines the need to understand the customers’ logistics costs.n 介紹直接生產(chǎn)收益的概念，闡述熟悉客戶物流成本的必要性。n 在一個(gè)區(qū)域內(nèi)改變決策會在其他區(qū)域產(chǎn)生難以預(yù)料的后果。4. Principles of logistics costing 物流成本計(jì)算原理Principle 1 The system should mirror the materials flow. It should be capable of identifying the costs that result from providing customer service in the marketplace. 核算體系應(yīng)當(dāng)如實(shí)地反映產(chǎn)品的流動。n How to define missions?A set of customer service goals to be achieved by the system within a specific product/market context. 在物流運(yùn)作的背景下，一項(xiàng)任務(wù)就是系統(tǒng)在特定的產(chǎn)品或市場背景下所完成的一系列客戶服務(wù)目標(biāo)。無差異曲線具有四個(gè)重要特征：第一，無差異曲線是一條向右下方傾斜的曲線，其斜率為負(fù)值。 and shareholder va