快速消費(fèi)品行業(yè)基于共同價(jià)值創(chuàng)造的高效顧客響應(yīng)（ECR）研究
發(fā)布時(shí)間：2018-09-12 16:54
【摘要】：高效顧客響應(yīng)(Efficient Comsumer Response, ECR)是1992年從美國(guó)食品雜貨業(yè)發(fā)展起來的一種供應(yīng)鏈管理策略,ECR的產(chǎn)生可歸結(jié)于上個(gè)世紀(jì)商業(yè)競(jìng)爭(zhēng)的加劇和信息技術(shù)的快速發(fā)展以及其在商業(yè)領(lǐng)域中的應(yīng)用�！癊CR是一種通過制造商、批發(fā)商和零售商各自經(jīng)濟(jì)活動(dòng)的整合,以最低的成本,最快、最好地實(shí)現(xiàn)消費(fèi)者需求的流通模式�！�1ECR強(qiáng)調(diào)供應(yīng)商和零售商的合作,通過現(xiàn)代化的信息和手段,協(xié)調(diào)彼此的生產(chǎn)、經(jīng)營(yíng)和物流管理活動(dòng),進(jìn)而在最短的時(shí)間內(nèi)應(yīng)對(duì)顧客需求的變化。 隨著中國(guó)的零售競(jìng)爭(zhēng)環(huán)境日趨國(guó)際化,中國(guó)本土快零售商面臨著越來越多的來自世界頂級(jí)零售企業(yè)的沖擊。同時(shí),供應(yīng)商也面臨著內(nèi)外夾擊的壓力。如何激烈的競(jìng)爭(zhēng)中生存下去,取得最終的勝利是擺在快速消費(fèi)品行業(yè)零售商和供應(yīng)商面前的共同課題。ECR模式也許能給我們帶來答案。 在供應(yīng)鏈內(nèi)部,零售商和供應(yīng)商的交易關(guān)系從供應(yīng)商占據(jù)支配地位,轉(zhuǎn)換為零售商占主導(dǎo)地位。零售商和生產(chǎn)廠家為取得供應(yīng)鏈主導(dǎo)權(quán),為商家品牌和廠家品牌占據(jù)零售店鋪貨架空間的份額展開激烈的競(jìng)爭(zhēng),使得供應(yīng)鏈整體成本上升。從消費(fèi)者的角度來看,過度競(jìng)爭(zhēng)忽視消費(fèi)者需求：高質(zhì)量、新鮮、服務(wù)好和合理價(jià)格。許多企業(yè)通過誘導(dǎo)型廣告和促銷來吸引消費(fèi)者轉(zhuǎn)移品牌。ECR產(chǎn)生的背景是要求從消費(fèi)者的需求出發(fā),提供滿足消費(fèi)者需求的商品和服務(wù)。為此,美國(guó)食品市場(chǎng)營(yíng)銷協(xié)會(huì)(Food Marketing Institute)聯(lián)合可口可樂、寶潔等公司對(duì)供應(yīng)鏈進(jìn)行調(diào)查、總結(jié)、分析,得到改進(jìn)供應(yīng)鏈管理的詳細(xì)報(bào)告,提出了ECR的概念體系,被西方零售商和產(chǎn)品制造供應(yīng)商所采用,廣泛應(yīng)用于實(shí)踐。 中國(guó)的快速消費(fèi)品行業(yè)也同樣經(jīng)歷著西方發(fā)達(dá)國(guó)家20或30年前所經(jīng)歷的變革,也就是說高效顧客響應(yīng)ECR模式在中國(guó)得以應(yīng)用的背景已經(jīng)存在�；谝訣CR產(chǎn)生的背景,本文首先從分析中國(guó)快速消費(fèi)品行業(yè)的現(xiàn)狀入手,詳細(xì)闡述和總結(jié)了當(dāng)前國(guó)內(nèi)整個(gè)快速消費(fèi)品行業(yè)所面臨的各種外部挑戰(zhàn),以及行業(yè)內(nèi)部自身發(fā)展的問題或局限。從背景分析的角度出發(fā),我們可以認(rèn)為目前中國(guó)的快速消費(fèi)行業(yè)已經(jīng)形成了可供ECR發(fā)展的土壤。 在接下來的研究中,作者針對(duì)ECR的核心——以滿足消費(fèi)者需求為第一要?jiǎng)?wù)出發(fā),對(duì)顧客價(jià)值和顧客滿意的理論進(jìn)行廣泛地探討。以眾多的理論學(xué)派的觀點(diǎn)為基礎(chǔ),發(fā)掘出這兩個(gè)理論的核心“成本”與“收益”的關(guān)系。作者認(rèn)為,在實(shí)踐中,顧客價(jià)值和顧客滿意的具體表現(xiàn)可以理解為整個(gè)行業(yè)中雙方(零售商和供應(yīng)商)對(duì)其“收益”的合理預(yù)期以及為此“收益”所付“代價(jià)”或“成本”的綜合考慮。從長(zhǎng)期可持續(xù)發(fā)展的角度出發(fā),在考慮“要什么”的同時(shí),“做什么”、“怎么做”也被納入議事日程�；谶@一邏輯,作者從零售商和供應(yīng)商兩方入手,全面分析了雙方對(duì)發(fā)展與合作的不同關(guān)注(即需求)。這回答了“要什么”的問題,也就是ECR模式存在和發(fā)展的必要條件。接下來,本文對(duì)ECR模式的完整闡述與歸納總結(jié),力圖展現(xiàn)ECR的全貌。這一部分主要是回答了“做什么”這個(gè)問題。 最后,結(jié)合筆者多年的快速消費(fèi)品行業(yè)的工作經(jīng)驗(yàn),論文以總結(jié)歸納的形式論述了寶潔公司所進(jìn)行的高效顧客響應(yīng)(ECR)模式的相關(guān)實(shí)踐。以此來回答“怎么做”這個(gè)問題。論文重點(diǎn)放在了品類管理的實(shí)施和供應(yīng)鏈的優(yōu)化兩方面。作為ECR的開山鼻祖之一,寶潔公司注重對(duì)整個(gè)價(jià)值鏈(供應(yīng)鏈)的整合及管理,并不斷尋找提升和改進(jìn)渠道資源的有效性的途徑；同時(shí),在基于消費(fèi)者研究的基礎(chǔ)上,源源不斷地設(shè)計(jì)制造出豐富的產(chǎn)品來滿足消費(fèi)者不斷變化的需求,并幫助零售伙伴通過品類管理提高他們的顧客的滿意度和忠誠(chéng)度,最終達(dá)到提高顧客價(jià)值的目的。 本文在理論分析的基礎(chǔ)上,對(duì)ECR模式進(jìn)行了相對(duì)完整的分析研究；并從快速消費(fèi)品行業(yè)的實(shí)際情況出發(fā),輔以寶潔公司的實(shí)踐經(jīng)驗(yàn),研究在西方成熟市場(chǎng)的ECR模式,及其成功的實(shí)踐經(jīng)驗(yàn)對(duì)中國(guó)快速消費(fèi)行業(yè)的指導(dǎo)意義。作者希望通過本文的研究,能夠?yàn)楸姸嗟闹袊?guó)本土零售商和供應(yīng)商在對(duì)今后合作發(fā)展模式的探索帶來一些新的思考,能夠?yàn)橹袊?guó)快速消費(fèi)品行業(yè)未來的長(zhǎng)期可持續(xù)性發(fā)展,提供一個(gè)行之有效的工具和參考,并能最終在實(shí)踐中得廣泛的應(yīng)用。當(dāng)然,由于作者自身的局限,使得本文在理論研究方面還存在諸多不足,這將是作者今后工作和學(xué)習(xí)的主要努力方向。
[Abstract]:Efficient Comsumer Response (ECR) is a supply chain management strategy developed from the U.S. grocery industry in 1992. The emergence of ECR can be attributed to the intensification of business competition in the last century, the rapid development of information technology and its application in the business field. 1 ECR emphasizes the cooperation between suppliers and retailers to coordinate their production, operation and logistics management activities through modern information and means, and then to respond to changes in customer demand in the shortest time.
With the internationalization of China's retail competition environment, China's local fast-track retailers are facing more and more shocks from the world's top retailers. At the same time, suppliers are also facing internal and external pressure. The former common topic.ECR model may give us the answer.
Within the supply chain, the relationship between retailers and suppliers changes from supplier dominance to retailer dominance. Retailers and manufacturers compete fiercely for the dominance of the supply chain and for the share of the retailer brand and the manufacturer brand in the retail store shelf space, thus increasing the overall cost of the supply chain. From the consumer's point of view, excessive competition ignores consumer demand: high quality, freshness, good service and reasonable price. Many enterprises attract consumers to transfer their brands through inductive advertising and promotion. The background of ECR comes from the demand of consumers to provide goods and services to meet their needs. The Food Marketing Institute, in conjunction with Coca-Cola and Procter & Gamble, has investigated, summarized, analyzed the supply chain and obtained detailed reports on improving supply chain management. The concept system of ECR has been put forward. It has been widely used in practice by Western retailers and product manufacturers.
China's fast moving consumer goods industry is also experiencing the changes of western developed countries 20 or 30 years ago, that is to say, the background of the application of ECR model in China already exists. From the perspective of background analysis, we can conclude that China's fast consuming industry has formed a soil for ECR development.
In the following research, the author explores the theory of customer value and customer satisfaction extensively, aiming at the core of ECR-satisfying consumer demand as the first priority. Based on the viewpoints of many theoretical schools, the author discovers the relationship between the core "cost" and "benefit" of the two theories. The concrete expression of customer value and customer satisfaction can be understood as the reasonable expectation of both sides (retailers and suppliers) to their "income" and the comprehensive consideration of "cost" or "cost" to the "income" in the whole industry. Based on this logic, the author makes a comprehensive analysis of the different concerns of both retailers and suppliers on development and cooperation (i.e. demand). This answers the question of what is needed, that is, the necessary conditions for the existence and development of the ECR model. Next, this paper gives a complete explanation of the ECR model. This part mainly answers the question of "what to do".
Finally, combined with the author's years of experience in the fast-moving consumer goods industry, the paper summarizes and summarizes the related practices of the efficient customer response (ECR) model carried out by P&G to answer the question of "how to do". One of the founders of P&G, P&G focuses on the integration and management of the entire value chain (supply chain), and constantly seeks ways to enhance and improve the effectiveness of channel resources; at the same time, on the basis of consumer research, a steady stream of design and manufacture products to meet the changing needs of consumers, and help retailers Partners improve their customer satisfaction and loyalty through category management, and ultimately achieve the goal of improving customer value.
Based on the theoretical analysis, this paper makes a relatively complete analysis of the ECR model, and proceeds from the actual situation of the fast moving consumer goods industry, supplemented by P&G's practical experience, studies the ECR model in the mature western market, and its successful practical experience as a guide to China's fast consuming industry. The research of this paper can bring some new thoughts for many Chinese retailers and suppliers to explore the future cooperative development mode, and provide an effective tool and reference for the long-term sustainable development of the Chinese fast moving consumer goods industry in the future, and can be widely used in practice. The author's own limitations, so that there are still many theoretical research deficiencies, which will be the author's future work and study of the main direction.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F426.8
本文編號(hào)：2239633
[Abstract]:Efficient Comsumer Response (ECR) is a supply chain management strategy developed from the U.S. grocery industry in 1992. The emergence of ECR can be attributed to the intensification of business competition in the last century, the rapid development of information technology and its application in the business field. 1 ECR emphasizes the cooperation between suppliers and retailers to coordinate their production, operation and logistics management activities through modern information and means, and then to respond to changes in customer demand in the shortest time.
With the internationalization of China's retail competition environment, China's local fast-track retailers are facing more and more shocks from the world's top retailers. At the same time, suppliers are also facing internal and external pressure. The former common topic.ECR model may give us the answer.
Within the supply chain, the relationship between retailers and suppliers changes from supplier dominance to retailer dominance. Retailers and manufacturers compete fiercely for the dominance of the supply chain and for the share of the retailer brand and the manufacturer brand in the retail store shelf space, thus increasing the overall cost of the supply chain. From the consumer's point of view, excessive competition ignores consumer demand: high quality, freshness, good service and reasonable price. Many enterprises attract consumers to transfer their brands through inductive advertising and promotion. The background of ECR comes from the demand of consumers to provide goods and services to meet their needs. The Food Marketing Institute, in conjunction with Coca-Cola and Procter & Gamble, has investigated, summarized, analyzed the supply chain and obtained detailed reports on improving supply chain management. The concept system of ECR has been put forward. It has been widely used in practice by Western retailers and product manufacturers.
China's fast moving consumer goods industry is also experiencing the changes of western developed countries 20 or 30 years ago, that is to say, the background of the application of ECR model in China already exists. From the perspective of background analysis, we can conclude that China's fast consuming industry has formed a soil for ECR development.
In the following research, the author explores the theory of customer value and customer satisfaction extensively, aiming at the core of ECR-satisfying consumer demand as the first priority. Based on the viewpoints of many theoretical schools, the author discovers the relationship between the core "cost" and "benefit" of the two theories. The concrete expression of customer value and customer satisfaction can be understood as the reasonable expectation of both sides (retailers and suppliers) to their "income" and the comprehensive consideration of "cost" or "cost" to the "income" in the whole industry. Based on this logic, the author makes a comprehensive analysis of the different concerns of both retailers and suppliers on development and cooperation (i.e. demand). This answers the question of what is needed, that is, the necessary conditions for the existence and development of the ECR model. Next, this paper gives a complete explanation of the ECR model. This part mainly answers the question of "what to do".
Finally, combined with the author's years of experience in the fast-moving consumer goods industry, the paper summarizes and summarizes the related practices of the efficient customer response (ECR) model carried out by P&G to answer the question of "how to do". One of the founders of P&G, P&G focuses on the integration and management of the entire value chain (supply chain), and constantly seeks ways to enhance and improve the effectiveness of channel resources; at the same time, on the basis of consumer research, a steady stream of design and manufacture products to meet the changing needs of consumers, and help retailers Partners improve their customer satisfaction and loyalty through category management, and ultimately achieve the goal of improving customer value.
Based on the theoretical analysis, this paper makes a relatively complete analysis of the ECR model, and proceeds from the actual situation of the fast moving consumer goods industry, supplemented by P&G's practical experience, studies the ECR model in the mature western market, and its successful practical experience as a guide to China's fast consuming industry. The research of this paper can bring some new thoughts for many Chinese retailers and suppliers to explore the future cooperative development mode, and provide an effective tool and reference for the long-term sustainable development of the Chinese fast moving consumer goods industry in the future, and can be widely used in practice. The author's own limitations, so that there are still many theoretical research deficiencies, which will be the author's future work and study of the main direction.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F426.8
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