當(dāng)代物流學(xué)(第九版)第一單元教學(xué)

1、CHAPTER 1Logistics and the Supply Chain物流與供應(yīng)鏈管理第一章 物流與供應(yīng)鏈管理How much do you know about Logistics and the Supply Chain？2CONTENTS OF CHAPTER 1Section 1 Economic Impacts of LogisticsSection 2 Logistics: What It IsSection 3 The Increased Importance of LogisticsSection 4 The Systems and Total Cost Approac

2、hes to LogisticsSection 5 Logistical Relationships within the FirmSection 6 Marketing ChannelsSection 7 Activities in the Logistical ChannelSection 8 Logistics CareersSummaryKey TermsQuestions for Discussion and Review第一章目錄第一章 目錄第一節(jié) 物流對經(jīng)濟(jì)的影響第二節(jié)物流是什么第三節(jié) 物流日益增長的重要性第四節(jié) 物流系統(tǒng)方法和總成本方法第五節(jié) 公司內(nèi)部的物流關(guān)系第六節(jié) 營銷渠道

3、第七節(jié) 物流渠道中的活動第八節(jié) 物流職業(yè)本章小結(jié)重要術(shù)語、討論和復(fù)習(xí)題3Learning Objectives1 To learn the definition of logistics2 To understand the economic importance of logistics3 To learn of recent events and their influences on logistics practices4 To gain an understanding of logistics practices within a firm5 To learn different

4、pricing policies6 To know about logistics careers本章學(xué)習(xí)目標(biāo)第一章 學(xué)習(xí)目標(biāo)1 理解物流的定義2 理解物流的經(jīng)濟(jì)重要性3 了解最新事件及它們對物流實(shí)踐的影響4 理解公司內(nèi)的物流實(shí)踐5 了解不同的定價策略6 了解物流職業(yè)4Section 1Economic Impacts of Logistics物流對經(jīng)濟(jì)的影響第一節(jié) 物流對經(jīng)濟(jì)的影響Look at this picture, what do you think about the economic impacts of logistics?6Economic Impacts of Logist

5、icsMacroeconomic Impacts: Microeconomic Impacts: An important component in any countrys economyPlay an important role in a nations economic growth and development第一節(jié) 物流對經(jīng)濟(jì)的影響Can affect individual consumers such as you 7Economic Impacts of LogisticsMicroeconomic Impacts of individual can be illustrat

6、ed through the concept of economic utility.Economic utility is the value or usefulness of a product in fulfilling customer needs or wants.第一節(jié) 物流對經(jīng)濟(jì)的影響物流對微觀經(jīng)濟(jì)中個體的影響可以用經(jīng)濟(jì)效用的概念加以解釋。8Economic UtilityEconomic UtilityPossessionUtilityForm UtilityPlace UtilityTime Utility擁有效用形式效用地點(diǎn)效用時間效用第一節(jié) 物流對經(jīng)濟(jì)的影響9Posses

7、sion UtilityThe value or usefulness that comes from a customer being able to take possession of a product.You take possession of the farm by leasing, but you do not have the right of ownership. 第一節(jié) 物流對經(jīng)濟(jì)的影響10Form UtilityA product is being in a form that (1) can be used by the customer and (2) is of

8、value to the customer第一節(jié) 物流對經(jīng)濟(jì)的影響You need only a cup of milk, but the shop only sales more than ten boxes once time. Does the milk in the right form for you?11Place UtilityHaving products available where they are needed by customers, products are moved from points of lesser value to points of greate

9、r value.第一節(jié) 物流對經(jīng)濟(jì)的影響How can you buy the products, if the factory stands in Guangdong province and you live in Nanchang? 12Time UtilityHaving products available when they are needed by customers第一節(jié) 物流對經(jīng)濟(jì)的影響The rice is usually reaped at July and October, but we have to eat every month. 13Logistics Eco

10、nomic Utility第一節(jié) 物流對經(jīng)濟(jì)的影響create14Summary of Section 1 Economic Impacts of LogisticsMacroeconomic ImpactsMicroeconomic ImpactsEconomic UtilityPossession UtilityForm UtilityPlace UtilityTime Utility第一節(jié) 物流對經(jīng)濟(jì)的影響物流對經(jīng)濟(jì)的影響包括：宏觀經(jīng)濟(jì)方面的影響微觀經(jīng)濟(jì)方面的影響：可以用經(jīng)濟(jì)效用進(jìn)行解釋。經(jīng)濟(jì)效用包括擁有效用、形式效用、地點(diǎn)效用、時間效用。15Summary of Section 1 N

11、ow, can you tell me how logistics impact on national and individual economy?Show your answers.第一節(jié) 物流對經(jīng)濟(jì)的影響16Section 2Logistics: What It Is物流是什么第二節(jié) 物流是什么Logistics: What It IsCan you define what logistics is?第二節(jié) 物流是什么18Section 2 Logistics: What It Is1 Since 1980, Logistics has been referred to by a nu

12、mber of different terms:第二節(jié) 物流是什么Business logisticsDistributionIndustrial distributionLogisticsLogistics managementMaterials managementPhysical distributionSupply chain managementThey are similar, but not the same19Section 2 Logistics: What It Is2 CSCMP defined logistics as:This authoritative defini

13、tion was adopted by many textbooks.第二節(jié) 物流是什么“Logistics is that part of the supply chain process that plans, implements, and controls the efficient, effective forward and reverse flow and storage of goods, services, and related information between the point of origin and the point of consumption in o

14、rder to meet customers requirements.”20Section 2 Logistics: What It Is2 美國供應(yīng)鏈管理專業(yè)協(xié)會關(guān)于物流的定義:這個權(quán)威定義被許多教材采納。第二節(jié) 物流是什么物流是供應(yīng)鏈管理的一部分，它以滿足顧客需求為目標(biāo)，對從起始點(diǎn)到消費(fèi)點(diǎn)的產(chǎn)品、服務(wù)以及相關(guān)信息的正向、逆向流動和存儲進(jìn)行有效率的、有效果的計劃、實(shí)施和控制。21Logistics is that part of the supply chain managementMeans logistics can affect how well or how poorly an i

15、ndividual firm and its associated supply chain can achieve goals and objectives.第二節(jié) 物流是什么物流是供應(yīng)鏈管理的一部分，意味著物流會影響到單個企業(yè)以及它相關(guān)的供應(yīng)鏈會多好或多糟糕的實(shí)現(xiàn)其目標(biāo)。22Plans, implements, and controls Means logistics involved the all three activities but not just one or two.第二節(jié) 物流是什么計劃、實(shí)施和控制意味著物流包括這三項(xiàng)活動，而不是其中的一項(xiàng)或兩項(xiàng)。23The effici

16、ent, effective forward and reverse flow and storageEffectiveness means how well a company does what they say theyre going to do.Efficient means how well or poorly company resources are used to achieve what company promises it can do.第二節(jié) 物流是什么效果是指公司承諾要做的事情做得怎么樣？效率是指公司為了做到公司許諾的事情，其資源是多么好或多么糟糕地被使用。24Fo

17、rward and reverse flow and storageForward logistics is those direct toward the point of consumption. Reverse logistics is those originate at the point of consumption.第二節(jié) 物流是什么正向的物流是指向消費(fèi)點(diǎn)的流動和存儲，逆向的物流是從消費(fèi)點(diǎn)開始的流動和存儲。25Goods, services, and related informationIn the contemporary business environment, logi

18、stics is as much about the flow and storage of information as it is about the flow and storage of goods. 第二節(jié) 物流是什么在當(dāng)代商業(yè)環(huán)境中，物流中信息的流動和存儲與貨物的流動和存儲同樣多。26To meet customers requirementsIts important for several reasons. One, a customer focus is easy but communicating with customers is hard for companies.

19、Second, different customers have different logistical needs and wants. So companies should consider tailored logistics approaches but not mass logistics approaches.第二節(jié) 物流是什么以顧客需求為目標(biāo)很重要。因?yàn)?，第一以顧客為中心容易但真正與顧客良好溝通難；第二不同的顧客有不同的物流需要，因此企業(yè)應(yīng)考慮剪裁式物流而非大量物流27Tailored logistics approaches, Mass logistics approach

20、esTailored logistics approachesGroups of customers with similar logistical needs and wants are provided with logistics service appropriate to these needs and wants. Mass logistics approachesA one-size-fits-all logistics approach, in which every customer gets the same type and levels of logistics ser

21、vice. 28Summary of Section 2 What is logistics“Logistics is that part of the supply chain process that plans, implements, and controls the efficient, effective forward and reverse flow and storage of goods, services, and related information between the point of origin and the point of consumption in

22、 order to meet customers requirements.”第二節(jié) 物流是什么物流是供應(yīng)鏈管理的一部分，它以滿足顧客需求為目標(biāo)，對從起始點(diǎn)到消費(fèi)點(diǎn)的產(chǎn)品、服務(wù)以及相關(guān)信息的正向、逆向流動和存儲進(jìn)行有效率的、有效果的計劃、實(shí)施和控制。29Summary of Section 2 Now, can you tell me what logistics is?Write down your answer and explain.第二節(jié) 物流是什么30Section 3The Increased Importance of Logistics物流日益增長的重要性第三節(jié) 物流日益增長的

23、重要性The Increased Importance of LogisticsWhy logistics became more and more important?第三節(jié) 物流日益增長的重要性32The Increased Importance of Logistics第三節(jié) 物流日益增長的重要性重要原因：經(jīng)濟(jì)管制的放松、消費(fèi)者行為的改變、技術(shù)進(jìn)步、零售商權(quán)力的增大、貿(mào)易的全球化331 A Reduction in Economic Regulation 第三節(jié) 物流日益增長的重要性 Allowed individual carriers flexibility in pricing a

24、nd service允許承運(yùn)人彈性定價和服務(wù)放松對承運(yùn)人的行政控制 Relaxed government control of carriers rates and fares, entry and exit, mergers and acquisitions, and more341 A Reduction in Economic RegulationProvided companies with the ability to implement the tailored logistics approach.Allowed large buyers of transportation se

25、rvices to reduce their transportation costs by leveraging large amounts of freight with a limited number of carriers.第三節(jié) 物流日益增長的重要性允許承運(yùn)人彈性定價和服務(wù)，一方面讓企業(yè)能夠?qū)嵤┘舨檬轿锪?，另一方面允許大型的運(yùn)輸服務(wù)購買者在有限的幾個承運(yùn)人之間平衡運(yùn)費(fèi)。352 Changes in Consumer BehaviorChanges in Consumer Behaviormarket demassificationchanging family rolesrisin

26、g customer expectationsSuch changes have important logistical implications.第三節(jié) 物流日益增長的重要性市場細(xì)分化、不斷改變的家庭角色、不斷增加的顧客期望等顧客行為的變化具有重要的物流意義363 Technological AdvancesHave had profound influences for business management and logistics：第三節(jié) 物流日益增長的重要性Technological Advances of Computer hardware, software and capa

27、city facilitate logistical activities.Internet is a powerful tool for improving logistical effectiveness and efficiency.374 The Growing Power of Retailers第三節(jié) 物流日益增長的重要性Power retailers often wield greater power than the companies that supply them.Many power retailers recognize superior logistics as a

28、n essential component of their corporate strategies.Would you list some companies who is power retailer? 38Think aboutWho is power retailer? Wal-Mart Carrefour RT-MART A McDonalds 第三節(jié) 物流日益增長的重要性395 Globalization of TradeInternational logistics is much more challenging and costly than domestic logist

29、ics. Why?第三節(jié) 物流日益增長的重要性40Summary of Section 3 Key reasons for the increased importance of logistics1 A Reduction in Economic Regulation2 Changes in Consumer Behavior3 Technological Advances4 The Growing Power of Retailers5 Globalization of Trade第三節(jié) 物流日益增長的重要性物流越來越重要的主要原因：經(jīng)濟(jì)管制的放松、消費(fèi)者行為的改變、技術(shù)進(jìn)步、零售商權(quán)力的

30、增大、貿(mào)易的全球化41Summary of Section 3 Now, would you explain why logistics became more and more important?Discuss your opinions with your classmates.第三節(jié) 物流日益增長的重要性42Section 4The Systems and Total Cost Approaches to Logistics物流的系統(tǒng)方法和總成本方法第四節(jié) 物流的系統(tǒng)方法和總成本方法The Systems and Total Cost Approaches to Logistics1

31、Systems Approachindicates that a companys objectives can be realized by recognizing the mutual interdependence of the major functional areas of the firm.第四節(jié) 物流的系統(tǒng)方法和總成本方法Major functions of a firmMarketingProductionFinanceLogistics441 Systems ApproachGoalsof a firmMarketinggoalsProductiongoalsFinance

32、goalsLogisticsgoals第四節(jié) 物流的系統(tǒng)方法和總成本方法interdependence各職能目標(biāo)與總目標(biāo)，各職能目標(biāo)之間及內(nèi)部均會互相作用451 Systems ApproachExample: Satisfying customer needs and wantsthe number of Stock-keeping units (SKUs)第四節(jié) 物流的系統(tǒng)方法和總成本方法滿足顧客需求最小存貨單位數(shù)量461 Systems Approach第四節(jié) 物流的系統(tǒng)方法和總成本方法LogisticsInbound logisticsMaterials managementPhysi

33、cal distributionmaterials into a firm Materials and components within a firmFinished product to customerMovement and storage物流包括內(nèi)向物流、物料管理、分銷配送472 Total Cost Approach總成本方法第四節(jié) 物流的系統(tǒng)方法和總成本方法Built on the premise that all relevant activities in moving and storing products should be considered as a whole.

34、The use of this approach requires an understandingof Cost trade-offs總成本方法的前提是所有與移動和存儲產(chǎn)品相關(guān)的活動應(yīng)該被看作是一個整體。該方法的使用需理解成本權(quán)衡的概念。482 Total Cost Approach總成本方法Cost trade-offs: changes to one activity cause some costs to increase and others to decrease第四節(jié) 物流的系統(tǒng)方法和總成本方法成本權(quán)衡是指一個物流活動的變化會導(dǎo)致一些成本的增加，而另一些成本的減少。492 Tot

35、al Cost Approach總成本方法第四節(jié) 物流的系統(tǒng)方法和總成本方法The key to the total cost approach is that all relevant cost items are considered simultaneously when making a decision.The objective is to find the approach with the lowest total cost the supports an organizations customer service requirement.總成本方法的關(guān)鍵是在制定決策時，同時

36、考慮所有相關(guān)成本項(xiàng)目，目的是以最低的總成本找到支持公司的顧客服務(wù)要求的方法。50Summary of Section 4 Understand The Systems and Total Cost Approaches to LogisticsSystems Approach 系統(tǒng)方法Total Cost Approach 總成本方法Cost trade-offs 成本權(quán)衡第四節(jié) 物流的系統(tǒng)方法和總成本方法51Summary of Section 4 Now, have you understand Systems Approach and Total Cost Approach in log

37、istics?Try to express your understanding.第四節(jié) 物流的系統(tǒng)方法和總成本方法52Section 5Logistical Relationships within the Firm公司內(nèi)部的物流關(guān)系第五節(jié) 公司內(nèi)部的物流關(guān)系Do you remember? Goalsof a firmMarketinggoalsProductiongoalsFinancegoalsLogisticsgoalsinterdependence第五節(jié) 公司內(nèi)部的物流關(guān)系各職能目標(biāo)與總目標(biāo)，各職能目標(biāo)之間及內(nèi)部均會互相作用。54Logistical Relationships w

38、ithin the Firm第五節(jié) 公司內(nèi)部的物流關(guān)系LogisticsFinanceMarketingproductionRelationships關(guān)系551 Financelogistical decisions are only as good as the quality of cost data with which they are working.第五節(jié) 公司內(nèi)部的物流關(guān)系logistics interfaces with finance areaCapital budgeting decisionsInventoryInventory assetInventory valueI

39、nventory float資金預(yù)算決策庫存物流部門經(jīng)常與財務(wù)部門打交道，部分原因是物流決策完全取決于財務(wù)部門處理的成本數(shù)據(jù)的質(zhì)量。562 Marketinglogistics strategies can facilitate customer satisfaction through reducing the cost of products, which can translate into lower prices as well as bringing a broader variety of choices closer to where the customer wishes t

40、o buy or use the product.第五節(jié) 公司內(nèi)部的物流關(guān)系物流策略可以通過降低產(chǎn)品成本來提高顧客滿意度，即不僅提供更低的價格，而且在顧客希望購買或使用的地點(diǎn)將多種選擇提供給顧客。572 MarketingOutbound logistics can be a positive (or negative) marketing asset, with key relationships between outbound logistics and the four primary components of the marketing mix.第五節(jié) 公司內(nèi)部的物流關(guān)系 營銷組合

41、：地點(diǎn)、價格、產(chǎn)品、促銷58Marketing mixPlace Decisions第五節(jié) 公司內(nèi)部的物流關(guān)系From logistics perspective: From marketing perspective: reaching customersThe most effective way to move and store the product物流關(guān)注產(chǎn)品以最有效率的方式移動和儲存；市場營銷關(guān)注接近顧客59Marketing mixPrice DecisionsControl logistics costs especially transportation costs by

42、using pricing methods.第五節(jié) 公司內(nèi)部的物流關(guān)系最常見的兩種定價方法：裝運(yùn)港船上交貨定價系統(tǒng)和目的港船上交貨定價系統(tǒng)60FOB origin pricing systemsFOB origin price does not include any transportation costs The purchaser is responsible for the selection of the transportation mode(s) and carrier(s)Easy for the seller to administerSeller yields same n

43、et from each sale.Difficult to adopt uniform retail pricesLanded costs are different裝運(yùn)港船上交貨定價系統(tǒng)的報價中不包括任何運(yùn)輸成本。買方負(fù)責(zé)選擇運(yùn)輸方式和承運(yùn)人。優(yōu)點(diǎn)是賣方容易管理，而且每筆銷售獲得相同收益。缺點(diǎn)是：由于抵岸成本不同，難以制定統(tǒng)一的零售價格。61FOB destination pricing systemsFOB destination price includes both the price of the product and the transportation costThe sel

44、ler has the prerogative to select transportation mode(s) and carrier(s)Each purchaser ends up with the same landed cost.目的港船上交貨定價系統(tǒng)的報價中同時包括產(chǎn)品價格和運(yùn)輸成本。賣方負(fù)責(zé)選擇運(yùn)輸方式和承運(yùn)人。買方的抵岸成本相同。62FOB destination pricing systemsPhantom freight: buyers located closer than average pay more than their share of freight char

45、ges.Freight absorption: buyers located further than average pay lower freight charges than the seller incurs in shipping虛假運(yùn)費(fèi)是指比平均距離短的買方支付了比其應(yīng)付運(yùn)費(fèi)更多的費(fèi)用。運(yùn)費(fèi)吸收是指比平均距離更遠(yuǎn)的買方實(shí)際支付的費(fèi)用低于賣方的運(yùn)送費(fèi)用。63FOB destination pricing systemsAdvantages:Enables a company to expand the geographic areaEasier to apply a uniform

46、retail priceThe seller controls the logistics network目的港FOB的優(yōu)點(diǎn)，擴(kuò)展了產(chǎn)品銷售的地理范圍，易于實(shí)行統(tǒng)一的零售價，賣方控制物流網(wǎng)絡(luò)。64FOB destination pricing systemsDrawbacks:The various distribution activities and the trade-offs among them can not be understand in a short period of timeThe buyers who located closer to the seller subs

47、idize the transportation cost of the further ones. 目的港FOB的缺點(diǎn)：認(rèn)識不同配送活動和它們之間的權(quán)衡不是短時間內(nèi)可以實(shí)現(xiàn)的，離賣方較近的公司補(bǔ)貼了那些離賣方較遠(yuǎn)公司的運(yùn)費(fèi)。65Marketing mixProduct Decisions 第五節(jié) 公司內(nèi)部的物流關(guān)系 Number of product offeringsAmount of particularSKUs to hold Product design How do they interface product decisions between marketing and log

48、istics? 66Marketing mixPromotion DecisionsRequire close coordination between marketing and logistics.Availability of highly advertised productsHaving a new product in place on the scheduled release date not earlier, not later.第五節(jié) 公司內(nèi)部的物流關(guān)系許多促銷決策需要營銷與物流的緊密協(xié)調(diào)。比如：大力宣傳的產(chǎn)品的可獲得性，新產(chǎn)品按計劃日期（不提前，不推遲）供貨。673 Pr

49、oductionThe most common interface between production and logistics involves:The length of production runs Postponement 第五節(jié) 公司內(nèi)部的物流關(guān)系生產(chǎn)過程的長短生產(chǎn)延遲production runsPostponementlongshortlatest timeat plantproductionlogistics68Summary of Section 5 Logistical Relationships within the Firm1 Finance2 Marketing

50、Marketing mix3 Production第五節(jié) 公司內(nèi)部的物流關(guān)系69Summary of Section 5 Now, have you understand the logistics relationships with finance, marketing and production?Try to express your understanding.第五節(jié) 公司內(nèi)部的物流關(guān)系70Section 6Marketing Channels營銷渠道第六節(jié) 營銷渠道Marketing Channels“sets of interdependent organizations inv

51、olved in the process of making a product or service available for use or consumption.”第六節(jié) 營銷渠道營銷渠道可以看做是相互依賴的組織的集合。這些組織共同參與使得產(chǎn)品或服務(wù)可供消費(fèi)者使用的流程。72Marketing Channels第六節(jié) 營銷渠道營銷渠道成員主要有：制造商、批發(fā)商、零售商和渠道中介73Marketing ChannelsMarketing ChannelsOwnership channelNegotiations channelFinancing channelPromotions cha

52、nnelLogistics channel第六節(jié) 營銷渠道營銷渠道包括：所有權(quán)渠道，協(xié)商渠道，財務(wù)渠道，促銷渠道和物流渠道。74Marketing ChannelsOwnership channelAssumes ownership and associated risks of the inventory of goodsNegotiations channelBuy and sell agreements are reachedFinancing channelPayments for goodsPromotions channelPromoting a new or existing p

53、roductLogistics channelMoving and storing product throughout the channel第六節(jié) 營銷渠道各個渠道的功能75Channel Intermediaries/ FacilitatorsOwnership channelBanks, public warehousesNegotiations channelBrokersFinancing channelBanks, insurance companiesPromotions channelAdvertising agencies, public relations agencie

54、sLogistics channelFreight forwarders各個渠道中的渠道中介第六節(jié) 營銷渠道76Summary of Section 6 Definition of Marketing ChannelsMembers of Marketing ChannelsMarketing Channels include: Ownership channel, Negotiations channel, Financing channel, Promotions channel, Logistics channelChannel Intermediaries/ Facilitators

55、第六節(jié) 營銷渠道77Summary of Section 6 Now, how much do you know about marketing channels?List the members of a particular marketing channel, and introduce its functions.第六節(jié) 營銷渠道78Section 7Activities in the Logistical Channel物流渠道中的活動第七節(jié) 物流渠道中的活動Activities in the Logistical Channel第七節(jié) 物流渠道中的活動Customer servic

56、eDemand forecastingFacility location decisionsIndustrial packagingInventory managementMaterials handlingOrder managementParts and service supportProduction schedulingProcurementReturned productsSalvage and scrap disposalTransportation managementWarehousing management80Activities in the Logistical Ch

57、annel第七節(jié) 物流渠道中的活動Customer service顧客服務(wù)Demand forecasting需求預(yù)測Facility location decisions設(shè)施選址決策Industrial packaging工業(yè)包裝Inventory management庫存管理Materials handling物料搬運(yùn)Order management訂單管理Parts and service support零配件和服務(wù)支持Production scheduling 生產(chǎn)作業(yè)計劃Procurement采購Returned products退貨Salvage and scrap disposa

58、l殘料和廢料處理Transportation management運(yùn)輸管理Warehousing management倉儲管理81Section 8Logistics Careers 物流職業(yè)第八節(jié) 物流職業(yè)Logistics Careers As a generalist, the logisticianMust understand the functional relationships, both within and outside the firmAs a specialist , the logisticianMust understand the relationships b

59、etween various logistics activities must have technical knowledge of the various logistics activities 第八節(jié) 物流職業(yè)物流師既是通才又是專才83Logistics CareersLogistics-related jobs:Logistics analystConsultantCustomer service managerLogistics engineerPurchasing managerTransportation managerWarehouse operations manager

60、第八節(jié) 物流職業(yè)與物流相關(guān)的工作84Do you know who they are? 第八節(jié) 物流職業(yè)Right: Lee Scott, CEO of Wal-Mart from 2000 to 2009Left: Mike Duke, CEO of Wal-Mart since 2009They both began careers in the logistics area.85Summary of Chapter 1The definition promulgated by CSCMPThe economic impacts of logisticsReasons for the in