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随着物流及供应链思想在我国的兴起,各类物流企业如雨后春笋一样纷纷成立。该思想在各行各业也得到了空前的重视,但目前看来,各企业对该思想的理解还较片面,没有充分理解到该思想的内涵。特别是没有认识到其与营销渠道的内在联系。笔者认为,从某种意义上来说,营销即物流。企业一定要把供应链与营销联系起来整体考虑,才能最大限度地发挥该理念的作用。一种产品目前已有的渠道结构是在特定的零售点地理分布的情况下,根据当时的一些条件包括物流条件的制约而形成的。随着条件的变化,应加以改变,重整。
With the rise of logistics and supply chain thinking in our country, all kinds of logistics enterprises have mushroomed as one after another. The idea has also gained unprecedented attention in all walks of life. However, it seems that all enterprises understand the idea at one time and do not fully understand the connotation of the idea. In particular, did not recognize its inherent relationship with marketing channels. In my opinion, in a sense, marketing is logistics. Enterprises must consider the supply chain and marketing as a whole to consider, in order to maximize the role of the concept. The existing channel structure of a product is formed under the conditions of the time including the constraints of the logistics conditions at the geographical distribution of a particular retail outlet. As conditions change, they should be changed and reorganized.