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论文编号：	884
作者编号：	2120062365
上传时间：	2008/12/12 16:28:05
中文题目：	滨海新区出口分拨中心构建及营销
英文题目：	BINHAI NEW AREA EDC DEVELOPMEN
指导老师：	张永强
中文关键字：	滨海新区,出口分拨中心,物流管理
英文关键字：	Binhai New AreaEDCLogistics
中文摘要：	随着当前国际分工的日益加剧，大量的国际零售商开始从中国采购日用消费品，以供国外需要。在降低成本压力的情况下，他们开始对其自身的物流体系进行调整。同时随着现代物流业在中国的持续发展，国外的部分物流活动有进一步向我国国内转移的趋势，出口分拨中心就适应了当前这种趋势。目前还没有专门针对这一现象进行深入研究的文章，而出口分拨中心的发展对对于天津滨海新区来说，是发展现代服务业的一个重要契机，这就是作者写作本文的原因。 本文从分析供应链开始入手，运用经济全球化理论和供应链总成本的概念，深入分析了出口分拨中心出现的内在原因和外在动力，并进一步对滨海新区开展出口分拨中心业务进行了客观必然性和可行性分析，对出口分拨中心在滨海新区的发展进行了展望。此外，论文还指出了建立出口分拨中心实际上是对原有的跨国供应链进行重塑的过程。 从结构方面来看，本文共分六个部分。在第一章导论中，文章介绍了对出口分拨中心进行研究的背景以及论文写作的目的。第二章系统阐述了本文写作的理论依据，包括经济全球化理论、供应链理论以及相关营销理论等。第三章从出口分拨中心的定义开始，从重要性和必要性两方面对发展出口分拨中心的客观必然性进行了详尽分析。第四章则从出口分拨中心的外部环境、滨海新区的物流基础设施建设以及市场需求等方面对滨海新区发展出口分拨中心进行了可行性分析。第五章则主要从市场定位、产品定位、关系营销、服务营销和品牌营销几个方面论述了对出口分拨中心进行有效营销的一些看法。在最后第六章的结论部分，作者对于论文的主要观点进行了归纳和总结。 出口分拨中心是相对于国外的进口分拨中心而言的，是跨国海上物流运输链的一个关键环节。出口分拨中心的定义是：为那些通过海运方式来完成商品跨国运输的国际消费品零售和分销企业，在启运港建立的分拨中心，为客户提供集运、订单管理、理货和其他附加值服务，以减小或者消除客户对目地港分拨中心的依赖。 出口分拨中心优点在于：通过将成本高昂的仓储分拨管理和人工操作从目的港转移到成本较低的启运港，降低了成本。同时降低了在目地港进口分拨中心的超期费和其他的相关成本。通过贴近制造商的理货和附加值服务，提高了操作效率；在供应链上尽早实现商品信息的可视性，通过在启运港对供应链的控制，提高在目地港的国内分拨效率。在目地港分拨中心可以降低批号管理的复杂程度；减少客户对目的港分拨中心网络的高额投资；通过让客户在启运港存储货物，从而在目地港对商品真正的需求到来之前，延缓对货物分拨和运输的决定。以此增加操作的灵活性，为目的港分拨中心提供缓冲，增加供应链的灵活性，根据客户要求在启运港进行管理，协调货物进入目的港分拨中心或直接进入客户门店；借助于消除供应链上的环节，比如在目地港分拨中心，来提高货物进入市场的速度；在启运港提供货物整合的机会，以改善集装箱的容积使用率。 滨海新区构建出口分拨中心存在着客观必然性。许多国际零售商和国际日用消费品采购商及分销商为了提高利润水平，一直在供应链的各个环节大力削减成本。在当货源地逐步转移到亚洲和拉美国家后，采购成本难以再继续大幅度降低的情况下，出口分拨中心就成为降低物流成本的有效方式。滨海新区作为中国北方物流和出口集中的地方，必然成为优先考虑建立出口分拨中心的地点。同时，国际航运企业利润下降，必向综合物流服务方向发展，以出口分拨中心模式实现新的市场拓展。 滨海新区构建出口分拨中心也存在着切实可行性。滨海新区作为港口所在地和物流园区集中的区域，对国外的大型零售企业出口方面，起着关键的作用。天津市政府对国际大型零售商在天津的商品采购和出口业务一直给予高度重视。近年来国际采购商的目光逐渐转移到我国北方地区，国际采购商从滨海新区出口的货物比例逐渐上升。 滨海新区的保税物流园区具备四项功能：国际中转功能，对进入区的境外、国内货物进行分拆、集拼后转运至境内外其他目的港；国际配送功能，对入区货物进行分拣、分配或进行简单的商业性加工后向国内外配送；国际采购功能，对采购的国内货物和境外货物进行综合处理和简单的商业性加工后向国外销售；转口贸易功能，构建集交易、展示、出样、订货于一体的转口贸易服务体系，有利于区内企业开展转口贸易。而这些特殊的政策尤其适用于像出口分拨中心这样灵活的物流操作模式。与此同时，出口分拨中心的发展存在着技术的基础。国际先进的物流技术也开始在滨海新区的物流企业中普及，滨海新区的许多物流企业设施得到了更新，一大批符合现代物流技术要求的设备和信息系统也都投入了使用。 而构建滨海新区出口分拨中心的营销重点方面，本文详述了出口分拨中心的市场定位、产品定位、关系营销、服务营销和品牌营销几个方面。出口分拨中心的市场定位包括了市场定位的含义及步骤，市场的细分，对目标市场定位，建立形象等方面；产品定位则论述了出口分拨中心的服务产品特征；关系营销方面解释了出口分拨中心进行关系营销的原因和进行关系营销的具体步骤，以及建立有效的营销渠道；服务营销方面阐述了服务是出口分拨中心营销成功的基础；而在品牌营销方面则论述了出口分拨中心品牌营销的重要性及其营销的重点。 本文探讨了出口分拨中心的一些相关问题。希望有助于出口分拨中心在滨海新区的构建，以促进滨海新区现代物流业的蓬勃发展。
英文摘要：	With the current development of International division of labor, a large amount of international retailer is beginning to purchase consumable goods from China, to meet the customers requirement. And they start to adjust their logistics system under the pressure of lowing cost. At the same time, modern logistics service develop quickly in China. The overseas logistics activity is tending to move to China, and just the EDC meet this tendency. But there is no articles to study this situation till now, while the EDC is an important opportunity for Tianjin Binhai New Area to develop modern service industry. That is the reason why the author write this article. Starting from supply chain, the article analyzed the EDC with the theory of the Economy Globalization and the concept of total cost in supply chain. Moreover, the author analyzed the inevitability and feasibility of Binhai New Area to develop EDC. Then the author gave the expectation for EDC development in Binhai New Area. In addition, the thesis explain that the process of setting up EDC is the process of remodeling supply chain. There is six parts in this thesis. In the first chapter, the author introduced the purpose of researching this thesis, as well as the background and significance of the article. In the second chapter, the author explained the theory basis of this article, including Economy Globalization, Supply Chain and related Marketing Theory. Beginning with the definition of EDC, the third chapter disserted the inevitability of EDC development in Binhai New Area from its necessity and importance. The forth chapter discussed the external environment, Binhai New Area logistics facility, and the market demands, in order to analyze the feasibility of EDC. In the fifth chapter, the author analyzed how to practice effective marketing, based on the study of market positioning, product positioning, relationship marketing, service marketing and brand marketing. In the sixth chapter, the author summarized the main viewpoints of the thesis. EDC is defined by contrast with IDC overseas. It’s a key chain in the international ocean supply chain. The definition of EDC is: To set up distribution center in origin, to provide consolidation, order management, cargo management and other value added service, to minimize the customers’ reliance on the distribution center in destination. for those international consumption products retailers and distributors who transport cargo by the international ocean model. The merits of EDC is: Lowering the logistics cost by transferring the warehouse distribution management and labor operation from destination to origin which cost is cheaper. Lowering the warehouse demurrage cost and other related cost. Improving the efficiency by VAS and closing to the manufacturers. Implement cargo visibility in the supply chain in advance. Improving distribution efficiency by controlling the supply chain in EDC. Minimizing the complexity of inventory management in IDC; Lower customers’ expensive investment in IDC; Postponing the transport decision before the cargo is really need in destination, to improve the operation flexibility and to service as a buffer for IDC. Managing the inventory in origin and coordinating the cargo to be delivered to store directly. Eliminating chains such as IDC in the whole supply chain to improve the speed for the product to enter the market. Improving capability of containers by consolidate cargo in origin. Setting up EDC in Binhai New Area is the inevitably. Many international retailers and buyers keep cutting cost on every part of their supply chain, in order to improve the profit. The cargo purchasing cost is difficult to be lowered more after the cargo origin are all moved to Asia and South Americana. Thus the buyer begin to set up EDC to lower the logistics cost. Binhai New Area is now considered to be a perfect EDC since it’s the center of exportation and logistics of North China. The profit of international shipping industrial is keep lowering, they must exploit the new market by EDC operation. Setting up EDC in Binhai New Area is feasible. As the port and logistics park, Binhai New Area play a key role in the cargo exporting for international retailers and buyers. Tianjin government support largely for the international retailers’ and buyers’ operation in Tianjin. The proportion of Binhai New Area exportation is keeping uprising currently. Bonded logistics park in Binhai New Area has four functions: International Transfer, devenning, consolidating and reshipping the cargo to other port. International Distribution, pick&pack, kitting the cargo and distributing to overseas. International Procurement, process the cargo both from domestic and oversea area and distribute them together. Carrying Trading, transaction, display and order cargo service. Those policies are benefit for EDC operation. At the same time. EDC development has strong technique basis in Binhai New Area, International sophisticated logistics technique is beginning prevail in the logistics enterprises in Binhai New Areas. Many logistics facilities are renovated in Binhai New Area. Many sophisticated information management systems are also put in use. For the marketing emphases of EDC, this article analyzed five aspects of EDC marketing, including market positioning, product positioning, relationship marketing, service marketing and brand marketing. Market positioning include its meaning, market segmentation, market positioning and imagine setting; Product positioning include the service product characters of EDC; Relationship marketing include the reason for relationship marketing, the detailed steps of relationship marketing and the market channel; Service marketing indicated the good service is the basis of EDC marketing success; Brand marketing analyzed the importance and pivot of brand marketing. The thesis analyzed some related problem of EDC, and hoped it will be helpful to EDC’s development in Binhai New Area, in order to prompt modern logistics industry development in this Area.
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