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【正文】 MultimediaMarketingSystemCanada, November 1999THE PLANTANIA CASE PLANTANISA案例Increased sales (25%) 銷售增長Less wastes (40% 60%) 更少浪費(fèi)Lower stocks (10%) 更少囤積More mutual trust更多相互信任Better knowledge of each others activities對(duì)對(duì)方活動(dòng)由更多了解Results 結(jié)果THE PLANTANIA CASEPLANTANISA案例Chain reversal as central issue。鏈反過來成為中心問題Focus on customer service。專業(yè)化分銷Chain munication。 可靠性O(shè)pen information 享The concept 概念PlantaniaTHE PLANTANIA CASEPLANTANISA案例Meeting and explaining。慢慢來Chain performance measurements。責(zé)任協(xié)議Workshops. 研討會(huì)Developing mutual trust 發(fā)展相互信任THE PLANTANIA CASE PLANTANISA案例Step Description Execution1. Chain initiator idea/change individual2. Feasibility study possible actions individual3. Chain meeting awareness group4. Concept devlp. project plan etc. individual5. Workshop finetuning/priorities groupStep by step approach 一步一步方案Flk Vdm 980684Winwin situation雙贏情況OBI improved profitability per m178。改善的效益每購物層平方米 strengthening of quality image。 在 OBI更高的市場份額 improved match of supply and demand。 銷售確定性 improved price/performance rate。 從產(chǎn)品到市場導(dǎo)向作用 from allround to specialist。 從交易導(dǎo)向到長期伙伴關(guān)系態(tài)度 new forms of horizontal cooperation。生產(chǎn)計(jì)劃和后勤知識(shí) contract forming and risk management。 從貿(mào)易商到財(cái)政 ,后勤和信息的組織者作用 from information protection to information sharing. 從信息保護(hù)到信息共享Attitude: from high margins to continuity。協(xié)調(diào)的需求和供給知識(shí) consumer marketing and micro marketing。鏈消息和鏈質(zhì)量系統(tǒng) contract forming, price setting and business strategy. 合同形成 ,價(jià)格設(shè)定和商業(yè)策略 33CONSEQUENCES結(jié)果Role: anising in stead of following the chain。 品牌化和增值 instruction of the producer (price/quality). 指導(dǎo)生產(chǎn)者 (價(jià)格 /質(zhì)量 ) Attitude: internal and external focus。 消費(fèi)者滿足 process oriented business operations. 加工導(dǎo)向商業(yè)運(yùn)行Knowledge tracking and tracing, logistic concepts。ECR和自我管理 product, concept and production innovation。概念和規(guī)則領(lǐng)導(dǎo)作用 translating consumer wishes。平衡合作和能力態(tài)度 continuity。新信息技術(shù) 知識(shí) marketing and branding。 鏈信息和鏈質(zhì)量系統(tǒng) production and . 35
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