(scm供應(yīng)鏈管理)亞馬遜供應(yīng)鏈案例問(wèn)題解析

1、亞馬遜案例Questions何題)1.WhyisAmazonbuiIdingmorewarehousesasitgrows?Howmanywarehousesshouldithaveandwhereshouldtheybelocated?馬遜為什么因?yàn)樗脑鲩L(zhǎng)而建造更多的倉(cāng)庫(kù)？它應(yīng)該有多少個(gè)倉(cāng)庫(kù)？這些倉(cāng)庫(kù)應(yīng)該設(shè)在哪里？)答：(1)隨著亞馬遜的業(yè)務(wù)增長(zhǎng)，接到越來(lái)越多的訂單，為了更快、更準(zhǔn)確的處理訂單，因此他們建立更多的倉(cāng)庫(kù)來(lái)部署產(chǎn)品。(2)所需要的倉(cāng)庫(kù)數(shù)量的計(jì)算要基于實(shí)際情況。(3)倉(cāng)庫(kù)應(yīng)被放置在租金便宜，交通便利的地方。Answer:(1)WiththegrowthofAmazon1sbusi

2、ness,moreandmoreorderswiIIbereceived,inordertoprocessordersmorequicklyandaccurateIy,sotheybuildmorewarehousestodeployproducts.(2) ThecaIcuIationofthenumberofwarehousesinneedisbasedontheactuaIsituation.(3) ThewarehouseshouIdbesitedinapIacewithcheaprentandconvenienttransportation.2.Whatadvantagesdoess

3、ellingbookingviatheInternetprovideoveratraditionalbookstore?ArethereanydisadvantagestosellingviatheInternet?（與傳統(tǒng)書(shū)店相比通過(guò)互聯(lián)網(wǎng)銷售書(shū)籍提供了哪些優(yōu)點(diǎn)？通過(guò)互聯(lián)網(wǎng)銷售有什么缺點(diǎn)嗎？）答：具體優(yōu)點(diǎn)有：1.電子商務(wù)將傳統(tǒng)的商務(wù)流程電子化、數(shù)字化。一方面以電子流代替了實(shí)物流，可以大量減少人力、物力，降低了成本；另一方面突破了時(shí)間和空間的限制，使得交易活動(dòng)可以在任何時(shí)間、任何地點(diǎn)進(jìn)行，從而大大提高了效率。2. 電子商務(wù)所具有的開(kāi)放性和全球性的特點(diǎn)，為企業(yè)創(chuàng)造了更多的貿(mào)易機(jī)會(huì)。3. 電子商務(wù)

4、使企業(yè)可以以相近的成本進(jìn)入全球電子化市場(chǎng)，使得中小企業(yè)有可能擁有和大企業(yè)一樣的信息資源，提高了中小企業(yè)的競(jìng)爭(zhēng)能力。4. 電子商務(wù)重新定義了傳統(tǒng)的流通模式，減少了中間環(huán)節(jié)，使得生產(chǎn)者和消費(fèi)者的直接交易成為可能，從而在一定程度上改變了整個(gè)社會(huì)經(jīng)濟(jì)運(yùn)行的方式。5. 電子商務(wù)一方面破除了時(shí)空的壁壘，另一方面又提供了豐富的信息資源，為各種社會(huì)經(jīng)濟(jì)要素的重新組合提供了更多的可能，這將影響到社會(huì)的經(jīng)濟(jì)布局和結(jié)構(gòu)。6. 互動(dòng)性：通過(guò)互聯(lián)網(wǎng)、商家之間可以直接交流、談判、簽合同，消費(fèi)者也可以把自己的反饋建議反映到企業(yè)或商家的網(wǎng)站，而企業(yè)或者商家則要根據(jù)消費(fèi)者的反饋及時(shí)調(diào)查產(chǎn)品種類及服務(wù)品質(zhì)，做到良性互動(dòng)。綜合以上

5、優(yōu)勢(shì)，電子商務(wù)作為一種新的商業(yè)模式于20世紀(jì)最后的十年出現(xiàn)在人們面前.和傳統(tǒng)的交易方式相比，電子商務(wù)有很多優(yōu)越之處，如它可以突破地域和時(shí)間限制，使處于不同地區(qū)的人們自由地傳遞信息，互通有無(wú)，開(kāi)展貿(mào)易。它的快捷、迅速、自由和交換的低成本為人們所樂(lè)道，真是何樂(lè)而不為呢。但是，有利必有弊，任何事物多是一分為二的。弊端是：1.網(wǎng)絡(luò)自身有局限性。2.搜索功能不夠完善。3.用戶消費(fèi)觀念跟不上。4.交易的安全性得不到保障。5.電子商務(wù)的管理還不夠規(guī)范。6.標(biāo)準(zhǔn)問(wèn)題。7.支付問(wèn)題8.配送問(wèn)題。9.電子合同的法律問(wèn)題。10.電子證據(jù)的認(rèn)定。其他細(xì)節(jié)問(wèn)題。不過(guò)這些問(wèn)題在一定的條件下能夠解決。Specificadv

6、antagesare:1. E-commercewiIItraditionalbusinessprocesseIectronic,digital,ontheonehand,torepIacethephysicaIflowstream,canreducetheamounthuman,materiaIandreducecosts;OntheotherhandbrokethroughthetimeandthespatiaIlimit,maketradingactivitiescanbeinanytime,anypIace,whichgreatIyimprovetheefficiency.2. The

7、e-commerceisopenandglobalcharacteristicsforenterprisecreatesmoretradeopportunities.3. E-commercemakeenterprisecanbycIosecostintoglobaIelectronicmarket,mediumandsmaII-sizedenterprisesmayhaveandbigbusinessthesameinformationresources,improvingthecompetitionabilityofthesmaIIandmedium-sizedenterprises.4.

8、 E-commerceredefinedthetraditionalcircuIationpattern,reducetheintermediateIinkTmakesproducersandconsumersdirecttradingbecomespossibIe,andthusinacertainextentchangedthewhoIesociaIeconomyoperationmode.5. E-commercebreakingdownthebarriersofspacetimeonehand,ontheotherhand,providesabundantinformationforv

9、arioussociaIeconomiceIementsofthenewcombinationofprovidesmorepossibIe,thiswiIIaffectsocialeconomicIayoutandstructure.6. Interactive:throughtheInternet,communicatedirectIybetweenstorescansignthecontract,negotiations,thatconsumerscantheirfeedbacksuggestiontoenterpriseorbusinessrefIectsthewebsite,anden

10、terpriseorbusinessaccordingtotheconsumerfeedbackpromptIyinvestigateandproductcategoriesandservicequaIity,achievesthebenigninteraction.Disadvantagesare:1. ThenetworkhasitsIimitations.2.Thesearchfunctionarenotperfect.3.Theuserconsumptionideacan11keepup.4.Transactionsecurityisnotguaranteed.5.EIectronic

11、businessmanagementaIsoisnotstandard.6.Standard.7.Paymentproblem8.DistributionprobIems.9,TheeIectroniccontractIegaIprobIems.10.IdentificationofeIectronicevidence11.OtherdetaiIs.3 .ShouldAmazonstockeverybookitseiIs?（亞馬遜應(yīng)該存儲(chǔ)它銷售的每本書(shū)嗎？）答：亞馬遜網(wǎng)上書(shū)店不需要對(duì)其銷售的每類書(shū)籍都保有存貨。亞馬遜網(wǎng)上書(shū)店不同于傳統(tǒng)書(shū)店，它是針對(duì)顧客訂貨從分銷商處購(gòu)買(mǎi)書(shū)籍。亞馬遜公司的庫(kù)存圖

12、書(shū)很少，維持庫(kù)存的只有200種最受歡迎的暢銷書(shū)。通常情況下，亞馬遜是在顧客買(mǎi)書(shū)下了訂單后，才從出版商那里拿貨并直接送往郵局。而傳統(tǒng)書(shū)店按照對(duì)消費(fèi)者訂貨的預(yù)計(jì)，從出版商或分銷商出采購(gòu)書(shū)籍。根據(jù)供應(yīng)鏈流程的推/拉觀點(diǎn)，亞馬遜網(wǎng)上商店只需要找出推/拉界，使供應(yīng)鏈能夠?qū)崿F(xiàn)供給與需求的有效匹配。因此，亞馬遜網(wǎng)上書(shū)店只有六個(gè)倉(cāng)庫(kù)來(lái)存貨，大大提高了效率，而且降低成本Answer:AmazonshouIdnotstockeverybookitseiIs.Amazondiffersfromthatofatraditionalbookstore.AmazonstartedbyfillingaIIordersusi

13、ngbookspurchasedfromadistributorinresponsetocustomerorders.BooksinAmazon1sinventoryisfew,itonIystock200ofthemostpopuIarbest-seIIingbookstomaintaintheinventory.Typically,onIyaftercustomersmadeordertobuythebooksAmazonbegantogetgoodsfromthepubIishersdirectIyandgotothepostofficetopostthem.However,tradit

14、ionaIbookstoreusuaIIypurchasesdirectIyfrompubIishersandstocksbooksinanticipationofcustomerorders.Accordingtopush/puIIviewofsupplychainprocesses,Amazonisjustneedtoidentifyanappropriatepush/puIIboundarysuchthatthesupplychaincanmatchsupplyanddemandeffectively.Thus,AmazononIyhassixwarehouseswhereithoIds

15、inventory,whichimproveefficiencygreatIyandreductionofcost.4 .Whatadvantagecanbrick-and-mortarplayersderivefromsettingupanonIinechanneI?HowshouIdtheyusethetwochanneItogainmaximumadvantage?侑固定經(jīng)營(yíng)場(chǎng)所的選手能夠通過(guò)建立一個(gè)在線渠道獲得什么優(yōu)勢(shì)？他們應(yīng)該如何使用這兩個(gè)渠道獲得最大的優(yōu)勢(shì)？)答：網(wǎng)上開(kāi)店的好處有如下幾點(diǎn)：首先，考慮到實(shí)體店的租金，開(kāi)網(wǎng)店會(huì)減少投入的資金。其次，開(kāi)網(wǎng)店更節(jié)省時(shí)間，節(jié)約勞力。最后，開(kāi)網(wǎng)

16、店不需要掌握太多市場(chǎng)營(yíng)銷技巧。獲取最大利益的方法：1.網(wǎng)店作為補(bǔ)充渠道。2.建立整合營(yíng)銷，比如新產(chǎn)品可現(xiàn)在網(wǎng)上試銷，再?zèng)Q定要不要在實(shí)體店賣(mài)。3.讓產(chǎn)品差異化。Answer:ThereareseveraIadvantagesderivedfromsettingupanonIinechanneI:First,youwiIIhaveIessfinanciaIinvestment,consideringtherentyouhavetopaywhenoperatingatraditionalbookstore.Second,itislesstime-consumingandmoreIabor-savin

17、g.Lastofall,youneednotmastersomeskillsofmarketingmanagement.Thewaytogainmaximumadvantage:1.TheonIinebookstoreworkasasuppIementarychanne1.2.EstabIishintegratedmarketing,suchasthenewproductcanbeonsaIeonIinebeforeitgointobookstore.3.Maketheproductdifferent.5 .ShouIdtraditionalbookseilersIikeBarnesandNo

18、belintegratee-commenceintotheircurrentsupplychainormanageitasaseparatesupplychain?（像巴諾這樣的傳統(tǒng)書(shū)商是應(yīng)該把電子商務(wù)整合到現(xiàn)有供應(yīng)鏈系統(tǒng)中，還是對(duì)其進(jìn)行單獨(dú)管理？）答：像巴諾這樣的傳統(tǒng)書(shū)商應(yīng)該把電子商務(wù)整合到現(xiàn)有供應(yīng)鏈系統(tǒng)中去，傳統(tǒng)的書(shū)商可以將其零售商店和網(wǎng)絡(luò)商店共用一套倉(cāng)庫(kù)和運(yùn)輸系統(tǒng)，這樣既可以節(jié)約對(duì)其單獨(dú)管理的成本，同時(shí)利用現(xiàn)有零售庫(kù)存高效的滿足市場(chǎng)需求，同時(shí)降低了庫(kù)存，提高傳統(tǒng)書(shū)店的經(jīng)濟(jì)效益。線上業(yè)務(wù)和線下業(yè)務(wù)將長(zhǎng)期并存，建立長(zhǎng)期的供應(yīng)鏈系統(tǒng)，并對(duì)其整合規(guī)劃，將取得良好效益。Traditionalboo

19、kseIIersIikebarnesandNobIeshouIdintegratee-commerceintotheircurrentsuppIychain.TraditionalbookseIIerscanIettheretaiIstoreandtheonIinesuppIychainssharewarehousingandtransportationtosomeextent.SowecansavethecostofitssoIemanagement,andusetheexistingretaiIinventorytomeetmarketdemandefficiently,atthesame

20、time,thiswaywillreduceinventoryandimprovetheeconomicbenefitoftraditionaIbookseIlers.OnIinebusinessandoffIinebusinesswiIIIong-termcoexist,throughestabIishingalong-termsuppIychainsystem,andintegrating,pIanningit,thecompanywiIIachievegoodbenefits.6 .Forwhatproductsdoesthee-commercechanneIofferthegreate

21、stadvantages?Whatcharacterizestheseproducts?電子商務(wù)渠道為哪些產(chǎn)品提供了最大的優(yōu)勢(shì)？這些產(chǎn)品有什么特點(diǎn)？)答：適合電子商務(wù)渠道營(yíng)銷的產(chǎn)品有很多，如服裝、化裝品、珠寶飾品、食品、日化用品、玩具、家居類、母嬰、文體書(shū)籍、家電數(shù)碼、皮具、箱包、禮品、音像制品、醫(yī)藥、保健品等。但能從電子商務(wù)中獲得最大優(yōu)勢(shì)的產(chǎn)品主要有三類：(1) 知識(shí)含量高的信息化產(chǎn)品。如：電腦軟硬件產(chǎn)品、書(shū)籍、數(shù)碼產(chǎn)品、音像制品等。(2) 服務(wù)等無(wú)形產(chǎn)品。這類產(chǎn)品包括：旅館預(yù)訂、鮮花預(yù)訂、文藝演出票的訂購(gòu)、旅游線路的挑選、儲(chǔ)蓄業(yè)務(wù)和各類咨詢服務(wù)等等。(3) 創(chuàng)意獨(dú)特的新產(chǎn)品。利用互連網(wǎng)溝通

22、的廣泛性、便利性，降低了創(chuàng)意獨(dú)特的新產(chǎn)品的推廣宣傳費(fèi)用，滿足了那些品位獨(dú)特、需求特殊的顧客先睹為快”的心理。這些產(chǎn)品一般具有以下一種或幾種特征：一、產(chǎn)品為信息化形態(tài)或知識(shí)型產(chǎn)品，即屬于智力密集型的產(chǎn)品。較典型如：各種電腦軟件、圖書(shū)、音像制品等。據(jù)調(diào)查分析，電子商務(wù)將在計(jì)算機(jī)、軟件、目錄和圖書(shū)等領(lǐng)域占有20%60%的份額。這是因?yàn)橄胍暇W(wǎng)購(gòu)物，首先你必須上網(wǎng)，而無(wú)論國(guó)內(nèi)還是國(guó)外的網(wǎng)絡(luò)用戶都主要集中于知識(shí)層次較高的人群，知識(shí)型產(chǎn)品是他們首要的消費(fèi)對(duì)象。其次，知識(shí)型產(chǎn)品具有投入資本的有機(jī)構(gòu)成高、利潤(rùn)率高的特點(diǎn)。二、受眾(用戶)范圍較為寬泛，不特定的產(chǎn)品。網(wǎng)絡(luò)的特征之一，就是打破了時(shí)空限制，能讓更多的

23、人在更多的時(shí)間內(nèi)獲取有用的信息和產(chǎn)品。受眾范圍廣、不特定，則能夠充分利用網(wǎng)絡(luò)的優(yōu)勢(shì)，讓自己的產(chǎn)品為更多的用戶所知曉，將最大可能地把潛在用戶的注意力吸引過(guò)來(lái)，創(chuàng)造更多實(shí)際的消費(fèi)需求，從而獲得更高的收益回報(bào)。三、能被普遍接受的標(biāo)準(zhǔn)化產(chǎn)品。這類產(chǎn)品的特點(diǎn)在于，產(chǎn)品質(zhì)量、性能易于鑒別，具有較高的可靠性。即使發(fā)生產(chǎn)品質(zhì)量糾紛，也易于解決。而且，此類產(chǎn)品的售后服務(wù)工作也易于開(kāi)展，對(duì)廠家和消費(fèi)者都較為有利。四、產(chǎn)品的個(gè)性化需求明顯，且需與消費(fèi)者有深入的溝通和互動(dòng)。戴爾當(dāng)年創(chuàng)立網(wǎng)上銷售個(gè)人電腦的營(yíng)銷模式時(shí)，其思考點(diǎn)之一就是個(gè)人電腦存在著個(gè)性化需求，通過(guò)互聯(lián)網(wǎng)平臺(tái)可以獲取消費(fèi)者的個(gè)性化需求信息。像時(shí)裝、家具、家

24、庭裝修以及一些文具、日用品，幾乎一人一種口味、一人一種愛(ài)好，借助于網(wǎng)絡(luò)供需雙方可以實(shí)現(xiàn)充分、詳盡地溝通交流.五、產(chǎn)品的傳統(tǒng)銷售方式成本較高。一說(shuō)起珠寶鉆石、時(shí)裝名表，人們首先想到的是“昂貴”。其實(shí)，這些產(chǎn)品之所以價(jià)格高，很大程度上是由于傳統(tǒng)業(yè)態(tài)銷售成本高、效率低。氣派華貴的專賣(mài)店或?qū)^(qū)、?？?，美輪美奐的裝修布置，漂亮典雅的銷售人員，無(wú)不推高著銷售的費(fèi)用。六、產(chǎn)品的物理形態(tài)適合于物流配送。眾所周知，物流配送是電子商務(wù)的支撐，物流配送要求高(定點(diǎn)定時(shí)，送貨上門(mén)；有時(shí)還需訂購(gòu)者本人簽收)。產(chǎn)品的形狀、體積、結(jié)構(gòu)等影響著物流配送的難易程度和費(fèi)用高低，同時(shí)決定著它們與電子商務(wù)的契合。Answer:The

25、numberoftheproductswhicharefitfore-commercechanneIislarge,suchascIothing,cosmetics,jeweIry,food,cosmeticproducts,toys,householdtype,maternaIandchiId,sportsbooks,digitalhomeappIiances,Ieathergoods,Iuggage,gifts,audio-visuaIproducts,medicine,healthproducts.Buttheproductsthatcangetthegreatestadvantagef

26、rome-commercechanneIhavethreemainlytypes:(1) informationtechnoIogyproductswithhighIeversofknowledge.Suchas:computerhardwareandsoftwareproducts,books,digitalproducts,audioandvideoproducts.(2) services,intangibIeproducts.TheseproductsincIude:hoteIreservations,fIowers,book,Iiteratureandorderofartticket

27、s,traveIrouteseIectionfsavings,businessesandvariousconsultingservices.(3) creat i ve un i que new products.TakingtheadvantageofextensiveuseofInternetcommunicationandconvenience,toreducetheuniquecreativemarketingandpromotionaIcostsofnewproductstomeetthoseuniquetastes,needsofspeciaIcustomerswithprevie

28、where.TheseproductsgeneraIIyhaveoneormoreofthefollowingcharacteristics:First,theproductformistheinformationorknowledge-basedMore typ i caI examp Ie:product,whichareinteIIigence-intensiveproducts.Accord i ng toavarietyofcomputersoftware,books,audioandvideoproducts.20% to 60% ) to shareother areas. Th

29、i s i s because, ifthesurveyanalysis,e-commercewiIIhaveaproportioninthecomputer,software,directories,andbooksandyouwanttoshoponIineffirstyouhavetotheInternet,whetherdomesticorforeignusersareconcentratedwithhigherIeveIofknowledgeingroups,knowledge-basedproductsistheirprimaryconsumer.Secondly,theknowl

30、edgebasedproductshavehighorganiccompositionofcapitaIempIoyedandhighprofitmargin.Second,theaudience(user)rangeismorebroad,notspecificproducts.Onecharacteristicofthenetwork,istobreaktheconstraintoftime,allowingmorepeopIetohavemoretimetoobtainusefuIinformationandproducts.Withwide,notspecificaudiences,t

31、hecompanyisabIetotakefuIIadvantageofthenetworktomaketheirproductsknownbymoreusers,andwiIIIargeIyappeaItotheattentionofpotentiaIusers,createmoreactuaIconsumerdemand,togainhigherincomereturns.Third,standardizedproductswhicharegeneraIIyaccepted.ThecharacteristicsoftheseproductsisthatproductquaIityandpe

32、rformanceiseasytoidentifywithhighreliabiIity.EvenintheeventofproductquaIitydisputes,itisaIsoeasytosoIve.Moreover,suchproductsareeasytocarryoutserviceworkwhichismorefavorabIeforthemanufacturersandconsumers.Fourth,personaIizedproductswithsignificantdemand,andtheWhenneedtocommunicatewithconsumersisin-depthandinteractive.DeIIfoundedthemarketingmo