市场营销物流及其技术应用

文章指出,市场营销物流管理对于创造企业竞争价值具有重要战略意义。为实现生产物流和营销物流的无缝连接,文章提出,应将计算机技术、统计学和运筹学管理方法应用到营销物流过程中,打破生产和营销组织的边界,将以功能为核心的组织结构转变为以流程为核心的组织结构;建立一体化的物流业务流程,实现信息的实时共享及业务规划的动态调整;使供应链和营销服务链协调统一,为顾客提供最优价值链;建立服务响应物流,为顾客提供高效良好的服务。

Marketing Logistics and Its Technological Application

The author puts forwards that marketing logistic management is of great strategic significance for the creation of enterprise competitive value.To realize the perfect integration of production logistics and marketing logistics,we should,first,apply IT and methods of statistics and management into the process of marketing logistics,break down barriers between production and marketing organization and change the organizational structure from taking functions as the core to taking process as the core;second,construct an integrated logistic process and realize real time sharing and dynamic adjustment;third,coordinate supply chain with marketing service chain and provide customers with optimized value chain;and fourth,construct service responsiveness logistics and provide customers with effective service.