【作者】 张斌；

【导师】 唐振龙；

【作者基本信息】 河北经贸大学 ， 工商管理， 2014， 硕士

【摘要】 摘要内容：销售物流可以直接接触到客户，可以直接面对客户的需求，获取一手的市场信息和客户资料，因而对企业的生产、仓储、销售和客户服务都有深远的影响，如果企业的销售物流出现阻滞，可能就会发生产品堆积和滞销的状况；也可能会因为销售物流的安排不当，导致产品在市场上的脱销，无法满足客户的需求。因此，企业的物流系统功能也会因为销售物流的表现受到一定的影响，从而影响到产品价值的转移，无法为企业带来利润和效益。所以，在当前经济环境下，对于企业的销售物流优化、研究，企业需要给予足够的重视。企业希望通过对销售物流的改进和优化，能够找到一种合理有效的方法，实现对企业的销售物流效率提高，对物流成本或总体运营成本的降低，对客户服务系统的进一步完善，进而从整体的提高企业的核心市场竞争力，提高企业在行业内地位和实力。随着现代物流概念的引入和发展，从企业的实际情况入手，分解企业内部的组织结构，分析各组织架构的功能作用，而后重新进行整理组合，获得更加合理和有效的组织结构是企业的销售物流改革的物理基础。根据新的组织结构，重新设计和规划业务流程，明确权责，减少流程中的不良环节，让业务流程更加的系统和程序化，是企业的销售物流改革优化的必经之路。同时，将现代信息技术、计算机网络、数据处理系统等引入到销售物流系统的优化中，更为企业销售物流的提高和创新提供了多样化的选择和广阔的空间。销售物流的改革优化就不再仅仅局限于对于硬件的提升，还会拓展到软件系统，这也是企业销售物流发展的方向。本文将着重于S公司在中国大陆分公司的销售物流优化研究。目的在于，根据S公司的实际情况，通过研究、创新和优化，使S公司销售物流系统能够获得更好的服务效果，对中国大陆市场信息的获得更有效率，让S公司在国内市场竞争中的反应速度更加迅速，反应度更加灵敏。同时还要把不必要的低效率销售物流环节加以剔除，并通过对销售物流优化进行实施的情况，来评估S公司的销售物流优化成果，是否使S公司销售物流运作效率得到了提升，是否减少了物流成本，是否对企业在行业中占据优势地位的战略目标的达成有所帮助。考虑到S公司资源配置的现状、局限性的条件，S公司产品体积小、价值高的特点在物流过程中所需的特殊要求，企业销售物流的特殊性质，本文通过分析调研S公司的发展营运背景、状态，尤其是对S公司目前的销售物流的运作模式的考量，找出了S公司现行销售物流系统中的诸多矛盾和不足之处。其中包括了S公司组织机构各自独立，部门间协调不畅、配合不良，导致了销售物流环节多头管理的现象发生，使得销售物流系统无法实现现代物流运作的全部优点；S公司的库存量、仓库选址、运输等方面不合理，使得库存量、仓储工作、运输工作处在一种不良的循环当中，造成大量的重复浪费，增加了不良成本的数量，而且还给客户造成了困扰；市场信息失真使得S公司不能有效制定合理的生产和仓储计划，造成了货期长以及投诉处理的效果不理想等情况的发生。本文根据销售物流管理的相关理论知识，分解重组了S公司的组织结构并进行相应优化，使S公司的销售物流系统在现有内外环境下更能发挥作用，实现良好销售物流系统应用给企业带来的应有的时间、空间效用；将信息技术和物流信息系统相结合，增强了S公司的市场应变能力，增强了与客户沟通与联系，尽最大可能的保有老客户，吸引新客户，增强了竞争优势。信息系统的优化是公司进一步完善各级商业系统的技术上准备和支持。同时，提升销售物流的客户服务质量并合理引入符合S公司要求的第三方物流，满足客户的需求。通过对S公司的销售物流系统进行优化和对优化措施的实施，尤其在第三方物流的选择和使用上，更是提高了客户服务质量，获得了客户的好评。S公司的企业形象、在行业中的竞争地位以及收获的社会效益都将得了长足的提升。同时我们也要注意到，为企业、客户创造最大化价值是现代企业销售物流为之努力的方向和目标，企业要想在激烈的市场竞争中成为行业的常青藤、常胜军，就必须洞悉市场的变化和客户需求的变化，并不断积极调整应对，不断地尝试新路，通过自身的学习能力不断地从实践中汲取经验，获取前进的助推器。更多还原

【Abstract】 Sales logistics can come into direct contact with customers, in order to directlyunderstand the customer’s needs and obtain first-hand market information and customerinformation, so the enterprise production, warehousing, sales, and customer service have far-reaching effects. If the sales logistics enterprises have block, may lead to productunsalable accumulation; may also be because sales logistics is arranged properly, resultingin out of stock products in the market, unable to meet the needs of customers. Therefore, thefunction of the enterprise logistics system will also affected by sales logistics performance.Thereby the transfer of the value of the product cannot bring profits and benefits for theenterprise. So, modern enterprises attach great importance to study and improve the enterprisesales logistics. Enterprises hope that they could find a reasonable effective method to reducethe cost of logistics enterprises, improve sales logistics efficiency, and improve customerservice system through the improvement and optimization of sales logistics.With the introduction and development of modern logistics concept, starting from theactual situation of the enterprise, the organizational structure of enterpriseinternal decomposition, analysis functions of each organization, and then re finishingcombination, obtain tissue structure more reasonable and effective is the physical basisof sales logistics enterprise reform. According to the new organization structure, businessprocess, planning and redesign of clear responsibilities, reduce the adverse aspects ofprocess, make the process more systemized and procedural. Enterprise sales logistics reformand optimization is the only way which must be passed. At the same time, the introduction ofmodern information technology, computer network, data processing systems to optimizethe sales logistics system, also provides a variety of choices and broad space for enterprisesales logistics improvement and innovation. Reform and optimization of sales logistics is nolonger confined to the hardware upgrade, but also to expand into the software system, thedevelopment of which is the direction of enterprise sales logistics.Study on Optimization of sales logistics in this paper will focus on the S company inthe China mainland branch. Purpose, according to the actual situation of S company, through research, innovation and optimization, make the sales logistics system of S company to obtainbetter service effect, on the Chinese, access to market information moreefficient, let S reaction speed in the domestic market competition more rapidlyand more sensitive reaction, but also to unnecessary inefficient logistics links toeliminate sales. And through the implementation of sales logistics optimization, to assessthe sales logistics optimization results of S company, whether the efficiency of saleslogistics company S has improved, whether to reduce logistics costs, whether the strategicobjectives of enterprises occupy the dominant position in the industry of help.Considering the S company in the resource allocation, the limitations of the conditions,the small volume and high value product characteristics in the process of logistics forspecial requirements, the special nature of enterprise sales logistics, based onthe development background, operation state analysis of S company, especially the mode ofoperation of S company at present sales logistics considerations, finds out the problemsand deficiencies in the existing sales logistics system of S company. Includingthe organization of the S company independently, inter departmental coordination is notsmooth, with the poor, resulting in sales logistics management phenomenon, making thesales logistics system cannot achieve the full advantages ofmodern logistics. The inventory, warehouse management and transportation of Scompany, work in a bad cycle, resulting in repeated waste, increase the number of poorquality cost, and back to the customer caused trouble; market information distortion which Scompany cannot effectively make reasonable production and storage plan, resulting in theoccurrence of long delivery and handling complaints, the effect is not ideal situation.According to the relevant theoretical knowledge of sales logisticsmanagement, the corresponding optimization decomposition of the reorganizationof S company’s organizational structure and, make the sales logistics system of S company toplay a role in the more internal and external environment, to realize the proper time, spaceutility applications good sales logistics system brings to the enterprise; informationtechnology and logistics information system the combination, enhance the marketadaptability of S company, enhance the communication and contact with customers, as much as possible to retain old customers, attract new customers, and enhance competitiveadvantage; at the same time, customer service to improve the quality of saleslogistics and the third party logistics company in accordance with S requirements, to meetcustomer demand.By optimizing the sales logistics system of S company, and the implementationof optimization measures, in the selection and use of the third party logistics, more is toimprove the quality of customer service, customers receive praise. The optimizationof information system is the company to further improve the levels of commercial systemtechnical preparation and support. Through the optimization and implementation ofsales logistics system, the S company’s corporate image, in the industry’s competitiveposition and gain social benefits will have great boost. At the same time, we should also notethat, for the enterprise to create, maximum customer value is the direction and goal of saleslogistics of modern enterprise, enterprise wants to become the industry’s Ivy, ever victoriousarmy in the fierce market competition, the change must know the market changes andcustomer needs, and constantly adjust actively respond to, constantly tryingnew road, through its learning ability to learn from experience, to get ahead of the booster.更多还原