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1、有關(guān)市場營銷的企業(yè)物流管理的探析中英文對照 有關(guān)市場營銷的企業(yè)物流管理的探析中英文對照The analysis of enterprise logistics management on marketing. In both Chinese and English營銷物流指的是在營銷過程中,產(chǎn)品經(jīng)過一系列的流轉(zhuǎn)服務(wù)流程,如計(jì)劃→預(yù)測→儲存→訂購→運(yùn)輸→簽收等,最終將產(chǎn)品送到顧客的手里,并向企業(yè)反饋顧客需求產(chǎn)品的相關(guān)信息,完成整個循環(huán)過程
2、[1]。在市場需求鏈、企業(yè)供應(yīng)鏈中,營銷物流是最活躍的環(huán)節(jié)。Marketing logistics refers to in the process of marketing, the product through a series of service process, such as plan to predict - storage - order - transportation - sign after receiving
3、STH, etc., in the end to send products to customers, and feedback to the enterprise customer demand for products of relevant information, complete the whole cycle [1]. In the chain of market demand, enterprises in the su
4、pply chain, marketing, logistics is the most active link. 1.物流管理對企業(yè)營銷的影響1. Logistics effects on enterprise marketing 1.1 對產(chǎn)品策略的影響1.1 the impact on the product strategy 從產(chǎn)品策略方面看,在物流活動中,與物流工作人員關(guān)系最密切的便是推銷員、采購員與客服。物流部門的銷售員最能
5、感受到產(chǎn)品是否已到達(dá)成熟期,并能將產(chǎn)品信息反饋給營銷策劃部[2]。In terms of product strategy, logistics activities, logistics staff in relation to the salesman, buyer is the most close to customer service. Logistics department salesman whether can fee
6、l most products has reached maturity, and product information feedback to marketing planning department [2]. 1.2 對價格策略的影響1.2 impact on pricing strategies 正確的價格策略是維持順暢的物流活動并保證其深度與廣度的對策。在價格策略中,其對客制定的數(shù)量折扣將會使顧客的訂貨量受到不同程度的影響,
7、合適的優(yōu)惠折扣可吸引顧客增加訂貨量,將倉庫的工作重心轉(zhuǎn)為處理數(shù)量較大的訂單,使搬運(yùn)、運(yùn)輸工作簡單2.1 市場后勤觀念的樹立2.1 logistics concept of the market “市場后勤觀念”是現(xiàn)今市場提倡、強(qiáng)調(diào)物流管理的營銷理論[4]。 “市場后勤觀念”是企業(yè)以市場需求為出發(fā)點(diǎn),而不是以現(xiàn)有產(chǎn)品為起點(diǎn)。企業(yè)要先對市場消費(fèi)者的不同需求進(jìn)行考慮,然后結(jié)合市場需求,安排工廠相應(yīng)的工作,企業(yè)以滿足顧客需求、提高產(chǎn)品銷量、優(yōu)化
8、物流服務(wù)為前提,策劃產(chǎn)品的物流活動。并不斷改善溝通方式,采用先進(jìn)的信息技術(shù),以達(dá)到信息共享的目的,優(yōu)化企業(yè)市場營銷?!癕arket logistics concept“ is advocated nowadays market, emphasis on logistics management of the marketing theory [4]. “Market logistics concept“ is the enterpris
9、e to market demand as the starting point, rather than as a starting point to existing products. Enterprises should first to the market, considering the different needs of consumers and then combined with the market deman
10、d, arrange the work accordingly, enterprise in order to meet customer demand, improve product sales, optimize logistics services as the prerequisite, products planning of logistics activities. And constantly improve the
11、communication, the use of advanced information technology, to achieve the purpose of sharing information, optimization of enterprise marketing. 2.2 根據(jù)營銷策略制定物流環(huán)節(jié)2.2 according to the marketing strategy to develop logistics
12、 link 在企業(yè)營銷過程中,物流管理在市場營銷中的各個環(huán)節(jié)起到重要影響作用,因此,企業(yè)應(yīng)站在市場營銷的角度,結(jié)合產(chǎn)品的設(shè)計(jì)、構(gòu)想,加強(qiáng)企業(yè)物流的管理,提高企業(yè)資源的運(yùn)輸、儲存效率,降低其成本,使企業(yè)既可降低成本,又可促進(jìn)銷售。另一方面,企業(yè)還應(yīng)提高物流管理效率,使產(chǎn)品流通的環(huán)節(jié)得到減少,市場銷售的渠道得到優(yōu)化[5]。企業(yè)結(jié)合自身行業(yè)的特征,選擇契合相應(yīng)的物流模式,對產(chǎn)品的流通網(wǎng)絡(luò)不斷完善,以支持營銷渠道不斷優(yōu)化。In the proc
13、ess of enterprise marketing, logistics management play an important role in the marketing each link, therefore, enterprises should stand in the perspective of marketing, combined with the design of the product, idea, str
14、engthen enterprise logistics management, improve the efficiency of enterprise resources, transportation, storage, reduce the cost, make the enterprise can reduce costs, and can promote sales. On the other hand, enterpris
15、es should also improve the efficiency of logistics management, to reduce product circulation links, market sales channels to optimize [5]. Companies based on industry characteristics, choose fit into the corresponding lo
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