As a world-class logistics consulting and research organization, the Fraunhofer Institute for Logistics Research (Fraunhofer IML, or German Institute for Logistics Research for short) has summarized the MSFLB logistics park planning methodology based on the demand-driven, competition-driven, and best-practice-driven methodology in the practice of many international logistics park planning projects.
MSFLB planning methodology to be implemented through five steps, also known as the "five-step". MSFUB is the first letter of the English abbreviation of these five steps, which are: Market Study, Market Analysis, Strategic Positioning, Function Design, Layout Design and Business Plan. The specific content of each step is shown in Figure 1.
I. Market Analysis
In order to y understand the economic development situation of the surrounding areas of the regional logistics park, market demand, infrastructure, service competition, etc., it is necessary to carry out a comprehensive survey and research on the macroeconomic, industrial and micro-environmental situation of the radiation area of the logistics park, and to determine the scale of the construction of the logistics park in the long run and in the near future, according to the long-term and near-term flow of goods.
The research methods and tools used in the process of data collection and investigation and analysis include: secondary data collection and analysis, primary data collection and analysis. Among them, primary data collection and analysis include in-depth interviews, telephone interviews, questionnaires and other methods.
After completing the primary and secondary data collection, all the information is summarized in a planning database, and the next step is data processing and analysis. We suggest using the SCP model for qualitative analysis (see Figure 2) and the REA model for quantitative analysis.
The SCP model was established by Bain, Scherer and others at Harvard University. The model provides a market structure (Structure), a market behavior (Conduct), a market performance (Performance) of the industry analysis framework that can penetrate into the specific links, but also has a systematic logic system. So, how to deduce the actual and potential demand for transportation, warehousing and processing of logistics parks in the regional economy from the turnover, production, cargo turnover and inventory demand of the pillar/key industries? Using Fraunhofer IML's proprietary REA (Requirement Estimation Approach) empirical modeling formulas, it is easy to derive the transportation volumes, warehouse floor space, and corresponding value-added processing areas for each industry. The value-added processing area, and the corresponding footprint size, can be easily estimated for each industry.
Each industry can be obtained from the market survey of the total amount of production in a region (or total consumption), as well as the amount of freight through the region's logistics parks, to estimate what percentage of the amount of logistics parks may be warehoused, including bonded and non-bonded warehousing in terms of storage capacity needs. Each industry produces products stored in the warehouse turnover rate, stacking methods are different, we can be based on surveys and empirical data can be obtained annually per square meter of warehouse space can be stored how much cargo, and then divided with the annual storage volume of the industry, you can get the bonded (non-bonded) warehouse space requirements. After knowing the proportion of simple logistics processing, medium logistics processing and complex logistics processing in different industries in the logistics park in the region, we can also calculate the value-added service operation area of bonded (non-bonded) warehouse. Then, according to the warehouse building density of the domestic requirements of the technical and economic indicators, you can respectively get the bonded (non-bonded) warehouse floor space required. The main flow of demand analysis and calculation is shown in Table 1.
Thereafter, with reference to the growth rate of GDP in the region in recent years and the expected growth rate in the next few years, and using this data as the annual growth rate of logistics operations in the logistics park in the region, we can
get the forecast data of the annual logistics occurrences in the logistics park in the next 10-15 years. In the process of measurement, we can establish different prediction models, such as exponential regression analysis and gray GM (1, 1) model, which can make the predicted value closer to the actual situation of the future development of regional logistics.
II. Strategic Positioning
After completing detailed qualitative and quantitative market analysis studies, planners must analyze the overall strengths, weaknesses, opportunities, and threats of the logistics park (i.e., SWOT analysis), and if certain types of services, such as airports, seaports, and highway freight yards, account for a large proportion of the entire park, a special SWOT analysis must be conducted as well. These analyses are mainly to help the park's top management decision-makers to clarify the internal and external environment, and to put forward the mission, vision and winning strategies for the development of the logistics park, so as to carry out accurate strategic positioning and help to realize its strategic objectives. Winning strategies here refer to plans to defeat existing and potential competitors, including a series of initiatives to improve the level of logistics services, the "value program" of the logistics park's strategic choices and implementation steps. These strategies should be strictly limited to internal use.
Typical winning strategies for logistics parks include: making full use of the functions of bonded logistics centers to achieve high efficiency in import and export customs clearance and administration; making full use of and expanding the existing logistics information system to create a strong international logistics information platform; making full use of the international trade policies of the WTO and CEPA to set up specialized distribution centers featuring European and American commodities, and expanding international logistics business; and making full use of the strengths and strengths of existing enterprises in the park. The advantages of the existing enterprises in the park and the characteristics of the logistics demand, promote the competitiveness of the industry supply chain to improve, cluster the logistics of the industry, to achieve the molding and optimization of the industrial chain; in accordance with the requirements of the development of the circular economy, to create an eco-logistics park as the goal, firmly establish the scientific concept of development, adhere to the economic development and ecological protection, and is committed to fostering and upgrading of the ecological environment.
Third, the functional design
The functional design of the logistics park mainly adopts the top-down method, that is, after determining the planning principles of the logistics park, the core factors involved in the logistics function planning are listed and analyzed, and then the most suitable experience for the domestic logistics park is summarized through the collection and collation of a series of the most advanced international cases of logistics parks. Subsequently, the entire logistics park will be divided into several functional areas, such as logistics industry area and management service area. Planners will then start from the international best practice experience and the actual demand obtained from the market survey, name and define each functional area, allocate the corresponding area, and introduce the relevant facilities, equipments and IT systems. The final step in functional planning is to define and describe the core processes of the logistics park. These processes include: container services. Supply and distribution of production raw materials, procurement and distribution processes of living materials, bonded logistics operation processes, and air port, seaport and railroad logistics service processes.
Fourth, the layout design
Logistics park facilities planning and layout design refers to the strategic positioning of the logistics park and business objectives, in the confirmed space within the premises, in accordance with the whole process from the entry of goods, assembly, processing and so on the shipment of goods, and strive to personnel, equipment and materials needed to do the most appropriate distribution of space and the most effective combination, in order to obtain the maximum Economic efficiency.
At present, there are not many cases that can be referred to in the layout planning of logistics parks in China. European logistics park best practice cases (see Table 2), can make the domestic logistics park in the layout of a number of worthy of reference experience: campus design concept, divided into different functional areas; in accordance with the logistics and airports, seaports and land transportation in close proximity. The close relationship between logistics and airports, seaports and land transportation is arranged according to the degree of related industries; the planning area of the plot can meet the flexible demand and optional expansion space; the planning of multimodal transportation facilities, such as waterways, railroads, highways and airways; to maintain a reasonable distribution ratio between industrial processing and high value-added logistics enterprises
; to give full consideration to the geographic and ecological environment, and to attractively design and consider environmental protection of the land set aside.
The siting and planning of the various building facilities in the logistics park should be based on scientific and quantitative methods, such as: some of the optimal siting methods in operations research, the shortest path method, the minimum cost maximum flow method. Effective material in and out of the table method, handling system analysis method, fuzzy theory of fuzzy comprehensive evaluation method, optimal decision-making methods. The rationality of logistics park planning and facility layout can also be tested through animation simulation. The German Institute of Logistics in the logistics park simulation has mature software and models, can easily assist customers to optimize the planning results.
Fifth, the business plan
The business plan includes the logistics park management company's organizational structure and responsibilities, logistics park business model, revenue forecasts, customer analysis, park sales, marketing strategy, investment income and other financial summary analysis.
The development of a logistics park is generally done in phases. Phasing will be easier to implement than overall one-step development, and the latter phase can learn from the experience of the previous phase, while further adjusting and optimizing the marketing strategy and other details of the next step. Typical business models for logistics parks include: property support, construction support, financial support, human resource support, environmental support, safety support, quality support, equipment support and other services.
In terms of logistics park marketing, it is recommended to adopt an integrated marketing approach with a mixture of brochures, user magazines, attendance at promotional meetings and trade fairs, visual image design, the Internet, investment guides, advertisements and other means in order to achieve the desired results.