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“物流概述（一）：企業(yè)內(nèi)部的物流關(guān)系”

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" Logistics Overview (1) : the logistics relationship within the enterprise "

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一、財務(wù) finance

財務(wù)人員通常負(fù)責(zé)將企業(yè)有限的資金分配給各業(yè)務(wù)部門所申請的項目。所以財務(wù)部門會影響物流的資金預(yù)算決策。

Finance personnel are usually responsible for allocating the limited funds of the enterprise to the projects applied for by the various business units. Therefore, the financial department will affect the capital budget decision of logistics.

財務(wù)部門將對物流搬運(yùn)設(shè)備（如叉車）、包裝設(shè)備（如收縮包裝機(jī)）的購進(jìn)有很大影響；如果已經(jīng)決定獲取設(shè)備，財務(wù)部門還可以決定是購買還是租用相關(guān)設(shè)備。

The finance department will have a great impact on the purchase of logistics handling equipment (such as forklifts) and packaging equipment (such as shrink packaging machines). If the decision has been made to acquire the equipment, the finance department can also decide whether to buy or rent the equipment.

財務(wù)部門通常使用資金成本和價值來衡量庫存，而物流部門傾向于用庫存單位來衡量庫存。這也是企業(yè)面臨的一大挑戰(zhàn)，如何選用合適的方法作為衡量庫存價值的指標(biāo)。

Finance departments typically use cost of capital and value to measure inventory, while logistics departments tend to measure inventory in stock keeping units. This is also a big challenge for enterprises, how to choose the appropriate method as an indicator of inventory value.

二、生產(chǎn) Production

生產(chǎn)和物流最大的聯(lián)系在生產(chǎn)批量上，生產(chǎn)人員希望生產(chǎn)批量更大一些，以此將固定成本分?jǐn)偨o更多的產(chǎn)品，從而降低單位生產(chǎn)成本；而物流人員需要對產(chǎn)品進(jìn)行儲存和跟蹤，如果生產(chǎn)批量過大就會造成產(chǎn)品的過量庫存，增加庫存持有成本。這就需要生產(chǎn)人員和物流人員相互合作。

The biggest connection between Production and logistics is in the production batch. The production staff hopes to produce a larger batch so as to allocate the fixed cost to more products and reduce the unit production cost. Logistics personnel need to store and track products, if the production batch is too large, it will cause excessive inventory of products, increase the cost of inventory holding. This requires production and logistics personnel to cooperate with each other.

延遲思想（將組裝、生產(chǎn)、包裝等增值活動推遲到盡可能晚的時間）的廣泛應(yīng)用也影響了生產(chǎn)和物流間的關(guān)系。比如一些增值活動（如裝箱、箱子貼標(biāo)）以前在生產(chǎn)車間進(jìn)行的，現(xiàn)在卻在倉庫設(shè)施中完成。

The widespread application of the idea of deferral (postponing value-added activities such as assembly, production, and packaging until as late as possible) has also affected the relationship between production and logistics. For example, some value-added activities (such as packing, box labeling) that were previously performed on the production floor are now done in warehouse facilities.

三、營銷 Marketing

當(dāng)代營銷非常強(qiáng)調(diào)顧客滿意度，物流策略可以通過降低產(chǎn)品成本來提高顧客滿意度，也是許多企業(yè)創(chuàng)造競爭優(yōu)勢的一個途徑。以下關(guān)于物流和營銷關(guān)系的討論將集中在營銷的4P（地點(diǎn)、價格、產(chǎn)品和促銷）組合上。

Contemporary marketing attaches great importance to customer satisfaction. Logistics strategy can improve customer satisfaction by reducing product cost, and it is also a way for many enterprises to create competitive advantages. The following discussion of the relationship between logistics and marketing will focus on marketing's 4P (location, price, product, and promotion) combination.

1.地點(diǎn)決策 Location decision

地點(diǎn)決策涉及兩種類型的網(wǎng)絡(luò)：物流網(wǎng)絡(luò)和營銷渠道網(wǎng)絡(luò)。物流決策考慮如何以最有效的方式在產(chǎn)地到銷售地之間移動和儲存產(chǎn)品。

Location decisions involve two types of networks: logistics networks and marketing channel networks. Logistics decisions consider how to move and store products in the most efficient way from place of origin to place of sale.

從營銷角度看，地點(diǎn)決策可能還涉及吸引顧客的新策略。當(dāng)今比較流行的營銷策略是聯(lián)合品牌，它指在同一個地點(diǎn)顧客可以購買來自兩個或多個品牌零售商的產(chǎn)品。比如位于萬豪酒店內(nèi)的星巴克咖啡店等等。從物流角度來看，涉及向各個零售商送貨的決策例如，是應(yīng)當(dāng)每個聯(lián)合品牌方各自送貨，還是聯(lián)合品牌各方拼裝運(yùn)輸以使到各個零售區(qū)位的運(yùn)輸次數(shù)最少。

From a marketing perspective, location decisions may also involve new strategies to attract customers. One of the most popular marketing strategies today is co-branding, which allows customers to buy products from two or more branded retailers in the same location. Such as the Starbucks coffee shop located in the Marriott hotel and so on. From a logistics perspective, decisions involving deliveries to individual retailers, such as whether each co-branded party should deliver individually or whether the co-branded parties should assemble shipments to minimize the number of shipments to each retail location.

2.價格決策 Price decision

營銷人員需要做出一項與價格相關(guān)的關(guān)鍵決策是：如何將產(chǎn)品的運(yùn)輸成本反應(yīng)到售價中。除運(yùn)輸因素外，物流管理者在產(chǎn)品定價方面也發(fā)揮著重要作用，他們了解提供各種不同水平顧客服務(wù)的成本；由于批量越大，單位配送成本越低，因此物流管理者也能幫助制定企業(yè)的數(shù)量折扣定價政策。

One key price-related decision marketers need to make is how to factor the cost of shipping a product into the selling price. In addition to transportation factors, logistics managers also play an important role in product pricing, and they understand the costs of providing various levels of customer service; Since the larger the volume, the lower the unit distribution cost, the logistics manager can also help formulate the company's volume discount pricing policy.

3.產(chǎn)品決策 Product decision

在產(chǎn)品決策方面，不僅有著前面提到的產(chǎn)品數(shù)量和庫存之間的挑戰(zhàn)。另一方面，產(chǎn)品設(shè)計通常是營銷人員的職責(zé)范圍，但是也對物流的效果和效率產(chǎn)生了重要影響。

When it comes to product decisions, there are not only the aforementioned challenges between product quantity and inventory. On the other hand, product design is usually the responsibility of marketers, but also has a significant impact on the effectiveness and efficiency of logistics.

4.促銷決策 Promotional decisions

許多促銷決策都需要營銷和物流緊密結(jié)合。其中涉及的一個重要問題就是大力廣告宣傳的產(chǎn)品的可獲性。沒有什么比促銷活動中產(chǎn)品缺貨帶來的信譽(yù)損失更大；此外新品促銷也要物流人員將產(chǎn)品準(zhǔn)備到位。

Many promotional decisions require a close combination of marketing and logistics. An important issue involved is the availability of heavily advertised products. There is no greater loss of credibility than when products are out of stock in a promotion; In addition, new product promotion also requires logistics personnel to prepare products in place.

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文案|羅姍

排版|羅姍

審核|yue

參考資料：有道翻譯，物流學(xué)

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