快速消費品物流渠道配送優(yōu)選策略研究——以W省可口可樂公司為個案.pdf

1、廣西大學(xué)碩士學(xué)位論文快速消費品物流渠道配送優(yōu)選策略研究——以W省可口可樂公司為個案姓名：藍建申請學(xué)位級別：碩士專業(yè)：企業(yè)物流管理指導(dǎo)教師：黃剛20071203RESEARCH0NINFECT10NANDDISTRIBUTl0NLOGISTlCSTOPPR10RITYSTRATEGYABOUTMARKETCHANELOFFMCGABSTRACTDistributionchannelisgettingmoreandmoreimportant

2、asakeysupplychainofdevelopmentof鋤FMCGenterprise’SstrategyandisdecidingthesupplyshainholisticperformanceThegoaloftheresearchistodiscusedifferentimpactsonchannelcustomerswhendeliverylogisticindistributionchannelsappliesdif

3、ferentstrategictargetsandhowitaffectsthewholechannelsupplychainperformanceTheresearchshowsthat：1Thetopprioritymodelofoutletdistributionlogisticsshouldbeaccordedtotheenterprisecompetitionstrategictargets；2Outletdistributi

4、onlogisticmodelispositivelycorrelativewithcustomerTotalsatisfaction；3thecustomersatisfactionchangingwouldaffectschannelperformancegreatly；4ThedistributionmodelofcustomersatisfactionorientedCanbringusmuchmorechannelcompet

5、itionadvantagesthanthatofcostoptimizedorientedandcustomersatisfactionistheCOretargetofdistributionlogisticsmodel‘Theoretically，theresearchisatheoryfoundationandabaseofideaisticstructuredeductionthrouthextensivereviewsand

6、conformityofpastrelativeliterature，andhavebeeninducedthetransmitmodelofdifferorientedinchanneldelivery，concludedthetwotopprioritymodelofcustomersatisfactionorientedtypeandcostoptimizedorientedtype，andsetupthreevariablein

7、dexestoscaletheadvantageofmarketingPraticallytheresearchanalysesrelativelyandcontrastivelythesurveyingsheetsofthecustomersatisfactiondriveindexof3yearsof職CocaColabeveragecompanyandsomemarketbehavebetweenothercompetitionc

8、ompaniesandSOonBythediscussionoftheliteratureandtheanalysisofthesampleenterprise，wefindthatthedistributionlogistics，asanimportanttacheofchanneldistributiontakecustomersatisfactionmanagementasitscoreTargetisgreatlyimporta