浅析基于直销模式下中国企业的供应链管理
内容摘要
:
直销是一种现代营销方式,是一种营销的新观念、新方法,它代表着未来市
场营销的发展方向。直销在世界市场上占有很大的份额,而且稳步增长。在中国,直销的发
展是一个曲折的过程,从
90 年代初期众多直销公司的盛行到 98 年的大规模整顿清理,中
国直销业走过了发达国家几十年走过的历程。在国外,
DELL 的成功使得直销获得了前所未
有的关注。戴尔公司的巨大成功,使得国内的很多企业效仿进行直销经营,但他们在经营过
程中没有重视供应链管理,导致他们的供应链存在许多问题。本文通过对戴尔模式的分析,
指出戴尔直销的成功依赖于有效的供应链管理。并在此基础上对中国企业直销进行研究,探
究我国企业直销存在的问题,进而就完善我国企业直销提出建议,中国企业可以通过加强
整体规划、加强供应链的信息共享、提高企业非核心业务外包程度等方式加强供应链管理。
关键词
:
直销 供应链管理 现状 对策
Analyses of Chinese enterprise direct sales model of supply
chain management
Abstract
:
Direct Selling a kind of modern marketing method is a new idea, new method of
marketing management, it show the development direction of future marketing management.
Direct Selling is a very regular way of marketing management of the whole world. It occupies a
big quota in the world market and keeps increasing with steady steps In China, the development of
the Direct Selling is a process of turns and twists Numerous companies of Direct Selling prevailed
in 1990's earlier, and they were restructured in order to tidy up large-scale. The industry of Direct
Selling in China walks through to prosper the national the process that several decades walk
through. The history of our enterprises' Direct Selling is relatively short, therefore insufficient
seriously in such aspects as government supervision and law system ect. According to our country
promises of entering WTO, we should legislation for Direct Selling in 3 years after joining in
WTO. And it is to say that we must open the market of Direct Selling in December 11 in 2004.
With the term closing, Direct Selling has caused the concerns of people increasingly. At the same
time, the successes of DELL enable Direct Selling acquire the unprecedented concerns. Because
of the great success of DELL, a lot of local enterprises canonize the model utmost. The article
points that the success of DELL depends on the effective Supply Chain Management through the
analysis of Dell Model. And we can study the enterprises' Direct Selling of China on the basis of
that, investigate the problems that our enterprises face, then make suggestions in order to perfect
our enterprises, and expect that can be benefit with our enterprises.
Keywords
:
Direct Selling Supply Chain Management status countermeasures