Starting with the position of warehousing management in logistics, this paper discusses the reasons for the existence of distributed logistics warehousing system based on marketing, and then expounds in detail the main strategies and strategies of distributed logistics warehousing management system based on marketing collaboration.
Keywords marketing; Logistics warehousing; System engineering
I. Introduction
With the continuous development of market economy, China's logistics warehousing industry is also booming. Due to the continuous improvement of distributed logistics warehousing system, it also puts forward higher requirements for the construction of distributed logistics warehousing system based on marketing.
Second, the position of warehousing management in logistics
From many microscopic cases, warehousing management has become the core link of supply chain management. This is because warehousing always appears at the junction of logistics links, such as between purchasing and production, between primary processing and finishing of production, between production and sales, between wholesale and retail, between different modes of transportation and so on. Warehousing is the manifestation of the imbalance in all aspects of logistics, and warehousing is also a means to solve this imbalance. Warehousing links concentrate all the contradictions in the integration of upstream and downstream processes, and warehousing management is to realize the integration of logistics processes. If the position of warehouse management in logistics is described in the language of operational research, it can be said that under the condition of constrained transportation conditions, the optimal inventory (including layout) scheme is sought as a means of constraint, so that logistics can achieve the goal of the lowest total cost. In many specific cases, the integration and optimization of logistics actually comes down to the scheme design and operation constraints of warehousing.
It must be explained here that the biggest difference between traditional logistics and modern logistics is also reflected in the inventory link. Based on the business model of charging storage fees, the traditional warehousing industry hopes that its warehouses will always be full, which runs counter to the purpose of logistics. Modern logistics takes it as its responsibility to integrate processes and coordinate upstream and downstream, and the less static inventory, the better. Its business model is also based on the evaluation of the total cost of logistics. Because these two kinds of warehouse management have essential differences in business models, it is difficult to distinguish them in specific operations such as warehousing, warehousing, sorting and tally, so we must pay attention to their similarities and differences when analyzing and studying, and these similarities and differences will also be reflected in the structure of the information system.
Third, the reasons for the existence of distributed logistics warehousing system based on marketing
1. Market competition among warehousing enterprises has intensified.
Domestic storage facilities can not meet the needs of logistics activities, the original storage enterprises lack the funds needed to transform infrastructure, and foreign logistics companies have invested in the construction of warehouses. Large enterprises in China are also constantly building modern warehouses as a platform for developing logistics. This trend has increased the competitiveness among warehousing enterprises, and the market competition among warehousing enterprises has become more and more fierce.
2. The development of warehousing technology is unbalanced, and the information situation is not optimistic.
(1) Many enterprises have improved the automation and mechanization of warehouse operations.
The modern warehouses of some large enterprises have very advanced storage equipment, including all kinds of advanced loading and unloading equipment, high-rise shelf warehouses, automated three-dimensional warehouses and so on. However, the warehouse operation of many enterprises still depends on manual operation. This unbalanced development of warehousing technology will seriously affect the overall operation efficiency of China warehousing industry.
(2) Information technology has been applied to a certain extent, but the overall situation of informatization of small and medium-sized logistics enterprises is not optimistic.
Enterprises lack knowledge and understanding of logistics informatization, the construction of logistics informatization starts late and advances slowly, and the overall level of logistics informatization is low, so they rarely plan their informatization construction from the overall goal of supply chain. The gap of logistics information between large enterprises and small enterprises is getting bigger and bigger, and even there is a gap of logistics information. The cost of transportation, warehousing, distribution, labor and equipment in China is much lower than that in developed countries, while the comprehensive cost of the whole logistics process is much higher than that in developed countries. One of the main reasons is the low degree of informatization in all aspects of logistics and poor information communication, which leads to large inventory and waste of transportation capacity.
3. The utilization rate of automated storage resources is not high.
At present, the main reasons for the use of automated warehouses in China are low utilization rate, inconspicuous effect, uncertain scale and unobtrusive advantages, which cause many warehouse resources to be idle, especially for some small-batch and single-product production enterprises to realize warehouse automation, and the contradiction between idle warehouse facilities and equipment resources and repeated configuration is prominent.
4. There are many warehouses, but the layout is not reasonable enough.
Because all industries and departments have established their own warehouses in order to meet their own needs, and the number of warehouses is large. All warehouses are built in areas with concentrated economy and convenient transportation, so that the layout of warehouses is extremely unreasonable, resulting in a polarized situation of a large number of surplus storage in some areas and insufficient storage capacity in some areas.
5. Lack of warehouse management talents.
To develop the warehousing industry, we need not only talents with certain professional skills, but also operational talents and warehousing management talents. These talents are scarce in China at present, and the logistics industry needs these three kinds of compound talents more. In the training of logistics talents, many colleges and universities only attach importance to theoretical teaching and neglect practical teaching. Insufficient investment in practical teaching and the failure to implement the school-enterprise combination model lead to poor practical ability of students. Does not meet the actual needs of enterprises.
Fourthly, the main strategies and tactics of distributed logistics warehouse management system based on marketing collaboration.
1, determine the coordination mechanism of supply and demand management.
At the beginning of the whole system, the first thing to be determined is the coordination mechanism of supply and demand management between suppliers and enterprises. Determine which suppliers the enterprise should order from, the type and batch of the order, etc. The supply and demand sides should establish the cooperation goal of * * * based on the principle of mutual benefit. Therefore, it is necessary to understand the similarities and conflicts between the supply and demand sides in the market goals, and form the same goals through consultation, such as customer satisfaction, profit growth, risk reduction and so on. Establish partnerships with suppliers as much as possible. Strategic cooperation can reduce the total cost of the supply chain, reduce the storage level in the supply chain, improve the level of information enjoyment, improve mutual communication, maintain the consistency of strategic partners' operations, generate greater competitive advantages, and realize the improvement and improvement of the financial status, quality, output, delivery, user satisfaction and performance of supply chain node enterprises. Obviously, the establishment of strategic cooperation between supply chain enterprises is to ensure the overall competitiveness of the supply chain.
2. Optimize the location, scale and quantity of storage.
(A), market-oriented warehouse
The market-oriented warehouse is located close to the main demand market, which can obtain the largest long-distance centralized transportation from suppliers to warehouses, while the second round of transportation to customers is relatively short. This kind of warehouse is usually used as a place to obtain goods from different sources and suppliers and assemble them centrally. The warehouse is located near the served market, so you can make up the warehouse quickly with the lowest cost strategy.
(2) Positioning of manufacturing warehouse.
Manufacturing-oriented warehouses are usually located near production plants as places for assembling and transporting production items. The basic reason for establishing these warehouses is to facilitate the transportation of various products to customers. The advantage of this warehouse is that it can provide excellent service for all products in one category. If a manufacturer can combine all the goods sold at the speed of a single order. Can produce competitive differential advantages.
(3) Intermediate positioning bin
Where is the warehouse located between the customer and the factory? Intermediate positioning? Warehouse? What are these warehouses? To locate? Similar to warehouses, it provides centralized transportation for a variety of warehousing varieties, thus reducing logistics costs. In order to achieve competition or reduce costs and improve efficiency, the company is facing the needs of regional production. When the products of two or more factories are sold to a customer, the logistics scheme with the lowest total cost may be intermediate containers and classified warehouses.
3. Establish an information exchange network
High dependence on information is one of the characteristics of distributed warehousing. In order to ensure the consistency and stability of the whole system and reduce the distortion of demand information caused by information asymmetry, it is necessary to realize the timeliness and transparency of obtaining demand information by each warehouse. To achieve this goal, it is necessary to build a good information communication network, set up a virtual coordination center, jointly supervise the warehousing situation, and make full use of the Internet, EDI and other means to enable all warehousing parties to communicate smoothly.
Virtual coordination center is the core of information network, which plays the role of coordinating and restricting warehouses and acts as a coordinator. The contents of coordination decision include how to adjust and allocate warehouses among multiple warehouses, the highest and lowest storage levels of warehouses, the determination of safe storage, the prediction of demand and other reasons.
Verb (abbreviation of verb) conclusion
In the construction of distributed logistics warehousing system based on marketing, it is necessary to improve the professional skills of managers, pay attention to the guarantee of details in practical work, and strengthen the matters needing attention in the construction of logistics warehousing system, so as to continuously improve the construction of logistics warehousing system.
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