亞馬遜供應(yīng)鏈案例問題解析

1、亞馬遜案例Questions(問題)1.Why iis Amaazon bbuildiing moore waarehouuses aas it growss ?Howw manyy wareehousees shoould iit havve andd wherre shoould tthey bbe loccated?(亞馬遜為為什么因為它它的增長而建造更多的的倉庫？它應(yīng)應(yīng)該有多少個個倉庫？這些些倉庫應(yīng)該設(shè)設(shè)在哪里？)答：（1）隨著著亞馬遜的業(yè)業(yè)務(wù)增長，接接到越來越多多的訂單，為了更快、更準確的處理訂單，因因此他們建立立更多的倉庫庫來部署產(chǎn)品。（2）所需要的的倉庫數(shù)量的的計算要基于實際情情

2、況。（3）倉庫應(yīng)被被放置在租金金便宜，交通通便利的地方方。 Answwer:(1) With the ggrowthh of AAmazonns buusinesss, moore annd morre ordders wwill bbe recceivedd , inn ordeer to proceess orrders more quickkly annd acccurateely, sso theey buiild moore waarehouuses tto depploy pproduccts. (22)The calcuulation off the numbeer of war

3、ehhousess in neeed iss baseed on the aactuall situuationn. (3)The warehhouse shoulld be sitedd in a plaace wiith chheap rrent aand coonveniient ttranspportattion .2.What advanntagess doess sellling bbookinng viaa the Interrnet pprovidde oveer a ttradittionall bookkstoree ?Aree therre anyy disaadvant

4、tages to seellingg via the IInternnet ?( 與傳統(tǒng)書店店相比通過互互聯(lián)網(wǎng)銷售書書籍提供了哪哪些優(yōu)點？通通過互聯(lián)網(wǎng)銷銷售有什么缺缺點嗎？)答：具體優(yōu)點有有：1. 電電子商務(wù)將傳傳統(tǒng)的商務(wù)流流程電子化、數(shù)數(shù)字化。一方面以電電子流代替了了實物流，可可以大量減少少人力、物力力，降低了成成本；另一方方面突破了時時間和空間的的限制，使得得交易活動可可以在任何時時間、任何地地點進行，從從而大大提高高了效率。2. 電子商務(wù)務(wù)所具有的開開放性和全球球性的特點，為為企業(yè)創(chuàng)造了了更多的貿(mào)易易機會。3. 電子商務(wù)務(wù)使企業(yè)可以以以相近的成成本進入全球球電子化市場場，使得中小小企業(yè)有

5、可能能擁有和大企企業(yè)一樣的信信息資源，提提高了中小企企業(yè)的競爭能能力。4. 電子商務(wù)務(wù)重新定義了了傳統(tǒng)的流通通模式，減少少了中間環(huán)節(jié)節(jié)，使得生產(chǎn)產(chǎn)者和消費者者的直接交易易成為可能，從從而在一定程程度上改變了了整個社會經(jīng)經(jīng)濟運行的方方式。5. 電子商務(wù)務(wù)一方面破除除了時空的壁壁壘，另一方方面又提供了了豐富的信息息資源，為各各種社會經(jīng)濟濟要素的重新新組合提供了了更多的可能能，這將影響響到社會的經(jīng)經(jīng)濟布局和結(jié)結(jié)構(gòu)。6. 互動性：通過互聯(lián)網(wǎng)網(wǎng)、商家之間間可以直接交交流、談判、簽簽合同，消費費者也可以把把自己的反饋饋建議反映到到企業(yè)或商家家的網(wǎng)站，而而企業(yè)或者商商家則要根據(jù)據(jù)消費者的反反饋及時調(diào)查查產(chǎn)品

6、種類及及服務(wù)品質(zhì),做到良性互互動。綜合以上優(yōu)勢，電電子商務(wù)作為為一種新的商商業(yè)模式于220世紀最后后的十年出現(xiàn)現(xiàn)在人們面前前.和傳統(tǒng)的的交易方式相相比，電子商商務(wù)有很多優(yōu)優(yōu)越之處，如如它可以突破破地域和時間間限制，使處處于不同地區(qū)區(qū)的人們自由由地傳遞信息息，互通有無無，開展貿(mào)易易。它的快捷捷、迅速、自自由和交換的的低成本為人人們所樂道，真真是何樂而不不為呢。但是，有利必有有弊，任何事事物多是一分分為二的。弊弊端是：1. 網(wǎng)絡(luò)自身身有局限性。22. 搜索功功能不夠完善善。3. 用用戶消費觀念念跟不上。44. 交易的的安全性得不不到保障。55. 電子商商務(wù)的管理還還不夠規(guī)范。66. 標準問問題。7

7、. 支付問題88. 配送問問題。9. 電子合同的的法律問題。110. 電子子證據(jù)的認定定。11. 其他細節(jié)問問題。不過這這些問題在一一定的條件下下能夠解決。Specifiic advvantagges arre: 1. E-coommercce willl traaditioonal bbusineess prrocesss elecctroniic, diigitall, on the oone haand, tto repplace the pphysiccal fllow sttream, can reducce thee amouunt huuman, materrial aand r

8、eeduce costss; On the oother hand brokee throough tthe tiime annd thee spattial llimit, makee tradding aactiviities can bbe in any ttime, any pplace, whicch greeatly improove thhe effficienncy. 2. The e-commmercee is oopen aand gllobal charaacteriisticss for enterrprisee creaates mmore ttrade opporr

9、tunitties. 3. E-coommercce makke entterpriise caan by closee costt intoo globbal ellectroonic mmarkett, meddium aand smmall-ssized enterrprisees mayy havee and big bbusineess thhe samme infformattion rresourrces, improoving the ccompettitionn abillity oof thee smalll andd mediium-siized eenterpprise

10、ss. 4.E-commmercee redeefinedd the tradiitionaal cirrculattion ppatterrn, reeduce the iintermmediatte linnk, maakes pproduccers aand coonsumeers diirect tradiing beecomess posssible, and thus in a certaain exxtent changged thhe whoole soocial econoomy opperatiion moode. 5.E-coommercce breeakingg dow

11、nn the barriiers oof spaace time one hhand, on thhe othher haand, pproviddes abbundannt infformattion ffor vaariouss sociial ecconomiic eleementss of tthe neew commbinattion oof proovidess moree posssible, thiss willl affeect soocial econoomic llayoutt and struccture. 6. Inteeractiive: tthrouggh the

12、e Inteernet, commmunicaate diirectlly bettween storees cann signn the contrract, negottiatioons, tthat cconsummers ccan thheir ffeedbaack suuggesttion tto entterpriise orr busiiness refleects tthe weebsitee, andd enteerprisse or businness aaccordding tto thee conssumer feedbback pprompttly innvestii

13、gate and pproducct cattegoriies annd serrvice qualiity, aachievves thhe bennign iinteraactionn.Disadvaantagees aree:1. The netwoork haas itss limiitatioons. 22. Thee searrch fuunctioon aree not perfeect. 33. Thee userr conssumptiion iddea caant kkeep uup. 4. Trannsactiion seecuritty is not gguarannt

14、eed. 5. EElectrronic businness mmanageement also is noot staandardd. 6. Standdard. 7. Paaymentt probblem 88. Disstribuution probllems. 9. Thhe eleectronnic coontracct leggal prroblemms. 100. Ideentifiicatioon of electtronicc eviddence 11. OOther detaiils.3.Shoulld Amaazon sstock everyy bookk it ssel

15、ls?(亞馬遜應(yīng)該該存儲它銷售售的每一本書書嗎？)答：亞馬遜網(wǎng)上上書店不需要要對其銷售的的每類書籍都都保有存貨。亞亞馬遜網(wǎng)上書書店不同于傳傳統(tǒng)書店，它它是針對顧客客訂貨從分銷銷商處購買書書籍。亞馬遜遜公司的庫存存圖書很少,維持庫存的的只有2000種最受歡迎迎的暢銷書。通通常情況下,亞馬遜是在在顧客買書下下了訂單后,才從出版商商那里拿貨并并直接送往郵郵局。而傳統(tǒng)書店按照照對消費者訂訂貨的預計，從從出版商或分分銷商出采購購書籍。根據(jù)據(jù)供應(yīng)鏈流程程的推/拉觀點，亞亞馬遜網(wǎng)上商商店只需要找找出推/拉界，使供應(yīng)鏈能能夠?qū)崿F(xiàn)供給給與需求的有有效匹配。因因此，亞馬遜遜網(wǎng)上書店只只有六個倉庫庫來存貨，大大大提

16、高了效效率，而且降降低成本Answer: Amazoon shoould nnot sttock eevery book it seells. Amazoon difffers from that of a tradiitionaal boookstorre. Ammazon startted byy fillling aall orrders usingg bookks purrchaseed froom a ddistriibutorr in rresponnse too custtomer orderrs. Books in Amaazonss inveentoryy is feew,

17、it onlly stoock 2000 of the mmost ppopulaar besst-sellling bookss to mainttain tthe iinventtory. Typiccally, onlyy afteer cusstomerrs madde ordder too buy the bbooks Amazoon beggan too get goodss fromm the publiisherss direectly and ggo to the ppost oofficee to ppost tthem. Howeveer, trraditiional b

18、ooksstore usuallly puurchasses diirectlly froom pubblisheers annd stoocks bbooks in annticippationn of ccustommer orrders. Accoordingg to ppush/ppull vview oof suppply cchain proceesses, Amazzon iss justt needd to iidentiify ann apprropriaate puush/puull booundarry succh thaat thee suppply chhain cc

19、an matchh suppply annd demmand eeffecttivelyy. Thuus, Ammazon only has six warehhousess wherre it holdss inveentoryy, whiich immprovee effiicienccy greeatly and rreducttion oof cosst.4.What advanntage can bbrick-and-mmortarr playyers dderivee fromm settting uup an onlinne chaannel? How shoulld theey

20、 usee the twwo chaannel to gaain maaximumm advaantagee?(有固定定經(jīng)營場所的的選手能夠通通過建立一個個在線渠道獲獲得什么優(yōu)勢勢？他們應(yīng)該該如何使用這這兩個渠道獲獲得最大的優(yōu)優(yōu)勢？)答：網(wǎng)上開店的的好處有如下下幾點：首先，考慮到實實體店的租金金，開網(wǎng)店會會減少投入的的資金。其次，開網(wǎng)店更更節(jié)省時間,節(jié)約勞力。最后，開網(wǎng)店不不需要掌握太太多市場營銷銷技巧。 獲取最大大利益的方法法：1. 網(wǎng)網(wǎng)店作為補充充渠道。2. 建立整合合營銷，比如如新產(chǎn)品可現(xiàn)現(xiàn)在網(wǎng)上試銷銷，再決定要要不要在實體體店賣。3. 讓產(chǎn)品差差異化。Answer: Therre ar

21、ee seveeral aadvanttages derivved frrom seettingg up aan onlline cchanneel: First, you wwill hhave lless ffinanccial iinvesttment, conssideriing thhe rennt youu havee to ppay whhen opperatiing a tradiitionaal boookstorre. Second, it iis lesss timme-connsuminng andd moree laboor-savving. Last off all

22、, you need not mmasterr somee skillls off markketingg manaagemennt. TThe waay to gain maximmum addvantaage: 11.The onlinne boookstorre worrk as a suppplemeentaryy channnel. 2. Esstabliish inntegraated mmarketting, such as thhe neww prodduct ccan bee on ssale oonlinee befoore itt go iinto bbooksttore

23、. 3. Maake thhe prooduct diffeerent.5.Shoulld traaditioonal bbookseellerss likee Barnnes annd Nobbel inntegraate e-commeence iinto ttheir curreent suupply chainn or mmanagee it aas a sseparaate suupply chainn?( 像巴諾這樣樣的傳統(tǒng)書商商是應(yīng)該把電電子商務(wù)整合合到現(xiàn)有供應(yīng)應(yīng)鏈系統(tǒng)中，還還是對其進行行單獨管理？)答：像巴諾這樣樣的傳統(tǒng)書商商應(yīng)該把電子子商務(wù)整合到到現(xiàn)有供應(yīng)鏈鏈系統(tǒng)中去，傳傳統(tǒng)

24、的書商可可以將其零售售商店和網(wǎng)絡(luò)絡(luò)商店共用一一套倉庫和運運輸系統(tǒng)，這這樣既可以節(jié)節(jié)約對其單獨獨管理的成本本，同時利用用現(xiàn)有零售庫庫存高效的滿滿足市場需求求，同時降低低了庫存，提提高傳統(tǒng)書店店的經(jīng)濟效益益。線上業(yè)務(wù)務(wù)和線下業(yè)務(wù)務(wù)將長期并存存，建立長期期的供應(yīng)鏈系系統(tǒng)，并對其其整合規(guī)劃，將將取得良好效效益。TraditiionalbookssellerrslikkebarrnesaandNooblesshoulddinteegrateee-coommercceinttotheeircuurrenttsuppplychhain.Tradditionnalboookselllerscanlletthh

25、erettail storreanddtheonlinnesuppplycchainsssharrewarrehoussingaandtrranspoortatiiontoo someeexteent.Soweecansavetheccostoofitsssoleemanaagemennt,annduseetheexistinngrettailiinventtoryttomeeetmarrketddemanddeffficienntly,atthhesammetimme,thhiswaaywilllredduceiinventtoryaandimmproveetheeconoomicbbene

26、fiitoftradiitionaalboookselllers.Onlinnebussinesssandoffliinebuusinessswillllonng-terrmcoeexist,throughhestaablishhingaalongg-termmsuppplychhainssystemm,anndinttegratting,planninngitt,thhecoompanyywilllacchieveegooodbeenefitts.6. For what produucts ddoes tthe e-commeerce cchanneel offfer thhe greeat

27、estt advaantagees? Whhat chharactterizees theese prroductts? ( 電子商務(wù)渠渠道為哪些產(chǎn)產(chǎn)品提供了最最大的優(yōu)勢？這些產(chǎn)品有有什么特點？)答：適合電子商商務(wù)渠道營銷銷的產(chǎn)品有很很多，如服裝裝、化裝品、珠珠寶飾品、食食品、日化用用品、玩具、家家居類、母嬰嬰、文體書籍籍、家電數(shù)碼碼、皮具、箱包、禮禮品、音像制制品、醫(yī)藥、保保健品等。但能從電子商務(wù)務(wù)中獲得最大大優(yōu)勢的產(chǎn)品品主要有三類類：（1）知識含量量高的信息化化產(chǎn)品。如：電腦軟硬件件產(chǎn)品、書籍籍、數(shù)碼產(chǎn)品品、音像制品品等。（2）服務(wù)等無無形產(chǎn)品。這這類產(chǎn)品包括括：旅館預訂訂、鮮花預訂訂、文

28、藝演出出票的訂購、旅旅游線路的挑挑選、儲蓄業(yè)業(yè)務(wù)和各類咨咨詢服務(wù)等等等。（3）創(chuàng)意獨特特的新產(chǎn)品。利利用互連網(wǎng)溝溝通的廣泛性性、便利性，降降低了創(chuàng)意獨獨特的新產(chǎn)品品的推廣宣傳傳費用，滿足足了那些品位位獨特、需求求特殊的顧客客先睹為快快的心理。 這些些產(chǎn)品一般具具有以下一種種或幾種特征征： 一、產(chǎn)品為信息息化形態(tài)或知知識型產(chǎn)品，即即屬于智力密密集型的產(chǎn)品品。較典型如：各各種電腦軟件件、圖書、音音像制品等。據(jù)調(diào)查分分析，電子商商務(wù)將在計算算機、軟件、目目錄和圖書等等領(lǐng)域占有220%600%的份額。這這是因為想要要上網(wǎng)購物，首首先你必須上上網(wǎng)，而無論論國內(nèi)還是國國外的網(wǎng)絡(luò)用用戶都主要集集中于知識層層

29、次較高的人人群，知識型型產(chǎn)品是他們們首要的消費費對象。 其其次，知識型型產(chǎn)品具有投投入資本的有有機構(gòu)成高、利利潤率高的特特點。二、受眾（用戶戶）范圍較為為寬泛，不特特定的產(chǎn)品。網(wǎng)絡(luò)的特征之一，就是打破了時空限制，能讓更多的人在更多的時間內(nèi)獲取有用的信息和產(chǎn)品。受眾范圍廣、不特定，則能夠充分利用網(wǎng)絡(luò)的優(yōu)勢，讓自己的產(chǎn)品為更多的用戶所知曉，將最大可能地把潛在用戶的注意力吸引過來，創(chuàng)造更多實際的消費需求，從而獲得更高的收益回報。三、能被普遍接接受的標準化化產(chǎn)品。這類類產(chǎn)品的特點點在于，產(chǎn)品品質(zhì)量、性能能易于鑒別，具具有較高的可可靠性。即使使發(fā)生產(chǎn)品質(zhì)質(zhì)量糾紛，也也易于解決。而而且，此類產(chǎn)產(chǎn)品的售后服

30、服務(wù)工作也易易于開展，對對廠家和消費費者都較為有有利。四、產(chǎn)品的個性性化需求明顯顯，且需與消消費者有深入入的溝通和互互動。戴爾當當年創(chuàng)立網(wǎng)上上銷售個人電電腦的營銷模模式時，其思思考點之一就就是個人電腦腦存在著個性性化需求，通通過互聯(lián)網(wǎng)平平臺可以獲取取消費者的個個性化需求信信息。像時裝裝、家具、家家庭裝修以及及一些文具、日日用品，幾乎乎一人一種口口味、一人一一種愛好，借借助于網(wǎng)絡(luò)供供需雙方可以以實現(xiàn)充分、詳詳盡地溝通交交流.五、產(chǎn)品的傳統(tǒng)統(tǒng)銷售方式成成本較高。一一說起珠寶鉆鉆石、時裝名名表，人們首首先想到的是是“昂貴”。其其實，這些產(chǎn)產(chǎn)品之所以價價格高，很大大程度上是由由于傳統(tǒng)業(yè)態(tài)態(tài)銷售成本高高

31、、效率低。氣氣派華貴的專專賣店或?qū)^(qū)區(qū)、?？?，美美輪美奐的裝裝修布置，漂漂亮典雅的銷銷售人員，無無不推高著銷售的費用用。六、產(chǎn)品的物理理形態(tài)適合于于物流配送。眾所周知，物流配送是電子商務(wù)的支撐，物流配送要求高（定點定時，送貨上門；有時還需訂購者本人簽收）。產(chǎn)品的形狀、體積、結(jié)構(gòu)等影響著物流配送的難易程度和費用高低，同時決定著它們與電子商務(wù)的契合。Answer :The nnumberr of the produucts wwhich are ffit foor e-commmercee channnel iis larrge, such as cllothinng, coosmetiics,

32、jjewelrry, foood, ccosmettic prroductts, tooys, hhousehhold ttype, materrnal aand chhild, sportts boooks, ddigitaal homme apppliancces, lleatheer gooods, lluggagge, giifts, audioo-visuual prroductts , mmediciine, hhealthh prodducts. But the pproduccts thhat caan gett the greattest aadvanttage ffrom

33、ee-commmerce channnel haave thhree mmainlyy typees:(1)infoormatiion teechnollogy pproduccts wiith hiigh leevers of knnowleddge. Such as: computter haardwarre andd softtware produucts, bookss, diggital produucts, audioo and videoo prodducts. (2) serviices, intanngiblee prodducts. Thesse prooductss in

34、cllude: hotell reseervatiions, floweers, bbook, literraturee and orderr of aart tiicketss, traavel rroute selecction, saviings, businnessess and varioous coonsultting sservicces. (3) creattive uuniquee new produucts. Takinng thee advaantagee of eextenssive uuse off Inteernet commuunicattion aand coo

35、nveniience,to reeduce the uuniquee creaative markeeting and ppromottionall costts of new pproduccts too meett thosse uniique ttastess, neeeds offspeciall custtomerss withh preeview heree. Thesse prooductss geneerallyy havee one or moore off the folloowing charaacteriisticss: Firsst, thhe prooduct fo

36、rm is thee infoormatiion orr knowwledgee-baseed prooduct, whicch aree inteelligeence-iintenssive pproduccts. More typiccal exxamplee: a vvarietty of compuuter ssoftwaare, bbooks, audiio andd videeo prooductss. Accorrding to thhe surrvey aanalyssis, ee-commmerce will have a prooportiion ( 20% tto 60%

37、 ) too sharre in thhe commputerr, sofftwaree, dirrectorries, and bbooks and oother areass. This is beecausee,if yyou waant too shopp onliine, ffirst you hhave tto thee Inteernet, whetther ddomesttic orr foreeign uusers are cconcenntrateed witth higgher llevel of knnowleddge in grroups, knowwledgee-b

38、aseed prooductss is ttheir primaary coonsumeer. Seconndly, the kknowleedge-bbased produucts hhave hhigh oorganiic commposittion oof cappital emplooyed aand hiigh prrofit margiin.Second, the audieence (user) rangge is more broadd, nott speccific produucts. One ccharaccterisstic oof thee netwwork, is

39、too breaak thee consstrainnt of time, alloowing more peoplle to have more time to obbtain usefuul infformattion aand prroductts. With wwide,nnot sppecifiic auddiencees, the compaany iss ablee to ttake ffull aadvanttage oof thee netwwork tto makke theeir prroductts knoown byy moree userrs, annd willl

40、 larrgely appeaal to the atttentiion off poteentiall userrs, crreate more actuaal connsumerr demaand ,to gaain hiigher incomme retturns.Third, standdardizzed produucts wwhich are ggeneraally aacceptted. The ccharaccterisstics of thhese pproduccts iss thatt prodduct qqualitty andd perfformannce iss e

41、assy to identtify wwith hhigh rreliabbilityy. Even in thhe eveent off prodduct qqualitty dissputess, it is allso eaasy too solvve. Moreoover, such produucts aare eaasy too carrry outt servvice wwork wwhich is moore faavorabble foor thee manuufactuurers and cconsummers .Fourth, perssonaliized pproduccts wiith siignifiicant demannd, and the nneed tto commmuniccate wwith cconsummers iis in-depthh and interractivve. Whhen Deell fooundedd the markeeting mode of onnline saless for persoonal ccomputters tthat yyear, one pooi