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论文编号：	3016
作者编号：	2220060787
上传时间：	2011/3/29 16:00:32
中文题目：	M移动电话制造公司门店直送物流模式设计与实施研究
英文题目：	Design and Implementation of M Mobile Phone Manufacturing Company’s Logistics Strategy Direct Store Delivery
指导老师：	严建援
中文关键字：	关键词：门店直送 区域配运中心 移动电话生产厂商 物流战略
英文关键字：	Key Words: DSD, RDC, Mobile Phone Manufacture, Logistics Strategy
中文摘要：	摘要 随着人们生活水平的提高和移动电话技术的发展，手机越来越成为人们日常生活的必需品。近年来，移动电话在中国市场上发展迅猛，各手机厂商为争夺市场的竞争也越来越激烈。如何以最快的速度，最低的成本将手机运达消费者即移动电话生产厂商之移动电话物流方案的选择已成为该市场竞争中的重要因素。 本文从移动电话产品的特点，移动电话产品物流战略的决策入手，针对目前物流过程中所存在的运输周期长，库存压力大，门店缺货所带来的销售损失等进行了探讨，提出了建立区域配运中心（RDC），进行门店直送（DSD，Direct Store Delivery )的解决方案。DSD是指通过为客户提供直接送货到门店的服务，以达到降低缺货率，优化产品在零售点的库存水平的目的。DSD模式在此之前常见于日用品和快速消费品，而全球知名企业M公司于2007年首次在移动电话市场中引进了DSD模式并建立区域配送中心。在DSD项目实施之前，M公司进行了周密的可行性分析并制定了详细的运行计划，这一项目在实际的运作过程中也确实大大降低了产品的库存成本，缓解了物流压力。事实证明，这种与第三方物流商和客户的协同化配运物流战略将使得各方共同受益。这一举措的成功实施，对于在中国市场上激烈竞争的家电产品，高价值的快速消费品的生产厂商和分销商在选择物流战略及设计门店直送流程时将具有很高的参考价值。 本文首先介绍了论文的背景和DSD物流配送模式的基本原理，论证了将DSD模式应用于移动电话市场的可行性，全面介绍了M移动电话制造企业DSD解决方案的设计过程和实施情况，最后探讨该项目危机应变方案的制定。
英文摘要：	Abstract Along with the rapidly economy development and mobile phone technology development, mobile phones are more and more becoming the people’s daily “tools” for communication. Everyday the mobile phone marketing in China is expanding quickly, and China is one of the countries that have the highest demand increase of mobile phone in the world. Recent years, the competition for marketing is like a war. In order to survive and develop, it is necessary that mobile phone manufactures possess much stronger marketing competence, how to get your mobile phone products to be delivered to consumers in a quick, low cost mode are more and more important. The paper analyzed the characters of mobilize phone products, the logistics strategies selections, focus on the challenges the mobile phone manufactures encounters on long delivery cycle time, high inventory and its cost, short of store sales units caused sales revenue loss. The paper gives out the logistics solutions of the problems that are to set up RDC (Reginald Distribution Center) and DSD (Direct Store Delivery).DSD provides service that delivery goods to the door, so as to decline Stock Out Rate and optimize inventory of stores. DSD mode is common in daily necessities and fast moving consumer goods before, but world-renowned enterprises M company apply it in the mobile phone market and establish a regional distribution center for the first time. Before the DSD project, M company carried out a thorough feasibility analysis and developed a detailed operational plan. In this paper, the background and principle of DSD are introduce firstly, then improve DSD implemented in mobile phone marketing is feasible, and how to implement DSD system. Finally, detailed BCP(Business Continuity Plan ) to protect operation of DSD is introduced in this paper. In fact, the strategy that collaborating third-party logistics providers and customers will make all parties concern benefit. The success of this plan The paper is a good reference for mobile phone manufactures and mobile phone distributors to select logistics strategies and provides the theory support, more but not at least, if the mobile phone manufactures and mobile phone distributor choose RDC and DSD solutions, this paper could be followed the set up in details.
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