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1、Chapter 7,Distribution Strategies配送战略,7.1 Introduction引言,Focus on the distribution function.重点研究配送功能Various possible distribution strategies,and the opportunities and challenges associated with these strategies.各种可能的配送战略；机遇；挑战 Two fundamental distribution strategies:2种根本的配送战略Items can be directly sh
2、ipped from the supplier or manufacturer to the retail stores or end customer 直接运送Use intermediate inventory storage points(typically warehouses and/or distribution centers).临时库存中转站（仓库/配送中心）Issues with warehouses 关于仓库Manufacturing strategy 制造战略(make-to-stock vs.make-to-order)面向库存生产MTS/面向订单生产MTONumber
3、 of warehouses 仓库数量Inventory policy 库存策略Inventory turn over ratio 库存年周转率Internal warehouses vs.outside distributor 仓库为公司内部/外部分销商所有Owned by a single firm or by a variety of firms 一家公司/多家公司所有,7.2 Direct Shipment Distribution Strategies 直接装运配送战略,Advantages:优势The retailer avoids the expenses of operatin
4、g a distribution center 无配送中心的运作费用Lead times are reduced.缩短提前期Disadvantages:劣势Risk-pooling effects are negated 风险无法分担Manufacturer and distributor transportation costs increase 运输成本上升Commonly used scenarios:常用于以下情况Retail store requires fully loaded trucks 零售商店需整车运输Often mandated by powerful retailers
5、 由强大零售商提出Lead time is critical.提前期非常重要Manufacturer may be reluctant but have no choice 制造商别无选择Prevalent in the grocery industry 普遍应用于日用杂货行业lead times are critical because of perishable goods.LT对易腐货很重要,7.3.Intermediate Inventory Storage Point Strategies 转运战略,Variety of characteristics distinguish dif
6、ferent strategies.区别不同转运战略的特征Length of time inventory is stored at warehouses and distribution centers.仓库/配送中心存储库存的长度Strategies:战略Traditional warehousing strategy 传统仓储distribution centers and warehouses hold stock inventory 仓库/配送中心持有库存provide their downstream customers with inventory as needed.给下游顾客
7、提供所需库存Cross-docking strategy 直接转运warehouses and distribution centers serve as transfer points for inventory 仓库/配送中心作库存转运点no inventory is held at these transfer points.转运点无库存Centralized pooling and transshipment strategies 集中化&调运may be useful when there is a large variety of different products 有大量不同产
8、品时较有用,Traditional Warehousing 传统仓库,Inventory management and risk pooling key factors 库存管理&风险分担Other factors also play a significant role 亦起到关键作用的其他因素Centralized vs Decentralized Management 集中/分散管理Central vs Local Facilities 中心/地方设施,Centralized vs Decentralized Management 集中/分散管理,Decentralized system
9、 分散化系统Each facility identifies its most effective strategy without considering the impact on the other facilities in the supply chain.各工厂只考虑自身，不顾他人Leads to local optimization.实现局部最优Centralized system 集中化系统decisions are made at a central location for the entire supply network.由供应网络的中心机构作出决策Typical ob
10、jective:minimize the total cost of the system subject to satisfying some service-level requirements.目标：在实现某种程度服务水平的条件下使总成本最小Centralized control leads to global optimization.实现全局最优At least as effective as the decentralized system.集中的配送网络至少和分散系统一样有效（）Allow use of coordinated strategies 允许使用协调战略（第五章）If
11、 system cannot be centralized 若系统不能集中often helpful to form partnerships to approach the advantages of a centralized system.形成合伙伙伴关系来获取集中系统的优势,Central vs.Local Facilities中心和地方设施,Centralized facilities：集中型设施Employ both fewer warehouses and distribution centers 集中型设施以为着较少的仓库和配送中心Facilities are located
12、further from customers.设施的位置远离客户,Other factors:其他因素Safety stock.Lower safety stock levels with centralized facilities 安全库存：集中设施（合并仓库）使供应商风险可集中分担Overhead.Lower total overhead cost with centralized facilities 管理费用：集中设施降低了总管理费用Economies of scale.Greater economies of scale with centralized facilities 规模
13、经济：集中（生产）设施更能够达到规模经济Lead time.Lead time to market reduced with local facilities 提前期：大量地方设施（仓库）存在会缩短提前期Service.服务：Utilization of risk pooling better with centralized 集中型设施（仓储）可以利用风险分担的优势Shipping times better with local 运输时间比地方（分散）系统长Transportation costs.运输成本：Costs between production facilities and wa
14、rehouses higher with local 生产设施与仓库之间运输成本高于地方设施Costs from warehouses to retailers lesser with local 仓库与零售商之间的运输成本更低,A Hybrid Decision混合型决策,Some products use centralized strategy while others use local strategy 产品储存在中心设施或各地仓库Not an either or decision 不是一个非此即彼的决策Varying degrees of centralization and lo
15、calization due to the varying levels of advantages and disadvantages 地方经营和集中经营存在程度的问题，不同程度对应（上面所列举的）不同优缺点,Cross-Docking直接转运,Popularized by Wal-Mart 因沃尔玛而闻名Warehouses function as inventory coordination points rather than as inventory storage points.仓库充当库存的协调点而非储存点Goods arriving at warehouses from the
16、 manufacturer:商品从制造商到达仓库are transferred to vehicles serving the retailers 被转移到为零售商店送货的车辆上are delivered to the retailers as rapidly as possible.尽快地送到零售商Goods spend very little time in storage at the warehouse商品在仓库的停留时间很短Often less than 12 hours 通常12小时Limits inventory costs and decreases lead times 限制
17、库存成本 并 缩短提前期,Issues with Cross-Docking直接转运的问题,Require a significant start-up investment and are very difficult to manage 需巨大启动投资，且很难进行管理Supply chain partners must be linked with advanced information systems for coordination 供应链必须用先进的信息系统进行连接A fast and responsive transportation system is necessary 必须
18、有一个快速反应的运输系统,Forecasts are critical,necessitating the sharing of information.预测非常关键，这也使信息共享成为必需Effective only for large distribution systems 在大型配送系统中才有效Sufficient volume every day to allow shipments of fully loaded trucks from the suppliers to the warehouses.每天都有足够数量的商品来实现从供应商到仓库的满载运输Sufficient dema
19、nd at retail outlets to receive full truckload quantities 足够的需求量保证了商品以整车运输到零售商店中,Inventory Pooling GM Example联合库存通用实例,1,500 Cadillacs parked at a regional distribution center in Orlando 1500辆凯迪拉克轿车停在奥兰多市的一个区域配送中心Await delivery to dealers statewide within 24 hours 等待运送到（全国）24小时内可达范围的汽车经销商中10%to 11%sa
20、les loss because a car is not available 未及时送达损失10%-11%Test program expected to:试验计划有望improve customer service 提高顾客服务 boost sales of Cadillacs by 10%增加10%销售额,Centralized Pooled Systems Perform Better 集中化系统更优,For the same inventory level,a centralized system provides:相同库存水平之下，集中系统的优势higher service lev
21、el 更高服务水平higher sales 更高销售量Push-pull supply chain 推拉式供应链Moving from a push supply chain 推式供应链Dealers have to order before demand is realized 经销商先于需求下订单To a push-pull supply chain 拉式供应链Dealers pull from regional distribution centers.经销商由区域配送中心拉动Implications:End consumers will see better customer serv
22、ice 享受更好的服务水平More cars are available to them.更多的汽车可供选择,Other Factors 其他因素,Will GM sell more cars to GM dealers?Total number of cars ordered by dealers will not necessarily increase,even as customer service increases.经销商订购总数不一定增加，甚至客服水平不一定提高What about the dealers?Dealers have access to more inventory
23、 经销商获得更多库存Potentially can sell more.可能销售更多汽车Levels out the playing field between dealers.划分了经销商间的竞争领域 Small dealers would favor such a system 小经销商偏好Competitive advantage of large dealers wiped out 大经销商丧失竞争优势,Example of Inventory Pooling举例,Two retailers face random demand for a single product.面对单一产品随
24、机需求的零售商No differences between the retailers 零售商之间完全相同，没有差别Compare two systems 对比两个系统centralized pooled system 集中系统retailers together operate a joint inventory facility 零售商一起经营一个联合库存中心take items out of the pooled inventory to meet demand.decentralized system 分散系统each retailer individually orders from
25、 the manufacturer to meet demand 单独给制造商下订单满足需求In both systems,inventory is owned by the retailers 两系统中，库存均为零售商所有,The Two Systems 两种系统对比,FIGURE 7-9:The centralized and decentralized systems,FIGURE 7-10:Probabilistic demand faced by each retailer,制造商,配售中心（由零售商所有）,零售商,顾客需求,分散系统,集中系统,销售量,需求情况,概率,Other D
26、ata 其他数据,Wholesale price（批发价）=$80 per unitSelling price（零售价）=$125 per unitSalvage value（产品残值）=$20 per unitProduction cost（生产成本）=$35 per unit,Costs and Profits in Two Systems两系统中的成本和利润,Decentralized system 分散系统Each dealer orders 12,000 units Expected profit per dealer（期望利润）=$470,000,Total=$940,000 Ex
27、pected sales（期望销售量）=11,340 units,Total=22,680 units Manufacturer profit（制造商利润）=$1,080,000 Centralized system 集中系统Two dealers together will order 26,000 unitsTotal expected profit（期望利润）=$1,009,392 Joint expected sales（联合期望销售量）=24,470 unitsManufacturer profit（制造商利润）=$1,170,000,Customer Search客户搜寻,If t
28、he customer arrives at a dealer and does not find the item 若客户到经销商处，没有发现商品Switches to another dealer 转换经销商Helps the manufacturer sell more products 帮助制造商出售更多商品Which system is better under customer search?在客户搜寻情况下，哪种系统更好？No impact on the centralized system 不会对集中系统产生影响,Impact on Decentralized System对分
29、散系统的影响,If a dealer knows that its competitors do not keep enough inventory若经销商知道其竞争对手无足够库存this dealer should raise the inventory level to satisfy:经销商会提高它的库存水平来满足：its own demand 自身需求demand of customers who initially approach other dealers with limited inventory.其他经销商不能满足的那部分需求If a dealer knows that i
30、ts competitors has significant inventory 若经销商知道其竞争对手拥有大量库存this dealer will reduce the inventory level 经销商会减少库存水平 It is not likely to see customers who switch 不可能拥有从竞争对手处转来的客户,Dealers strategy depends on its competitors strategy.经销商的战略取决于其竞争对手的战略Dealers may/may not know their competitor strategy 经销商不
31、一定能知道其竞争对手的战略not clear how they decide on their inventory level.无法确定自己的库存水平not clear about the impact of search on the manufacturer 无法清楚知道搜寻给制造商带来的影响,Nash Equilibrium(Game Theory)纳什均衡（博弈论）,If two competitors are making decisions,they have reached Nash equilibrium if they have both made a decision 若两
32、竞争者正在做决策，当它们都做了决定后，它即们达到了纳什均衡Both have decided on an amount to order 双方都决定了订购的数量neither can improve their expected profit by changing the order amount if the other dealer doesnt change his order amount.如果其他经销商没有改变订购数量，则任何一个经销商都不能通过改变订购数量来提高其期望利润,Example 实例,=percentage of customers that search the sy
33、stem 代表搜寻系统的顾客百分比Each retailer can determine what their effective demand will be if the other retailer orders a specific amount.每个零售商在其他零售商订购特定数量产品时，能够决定其有效需求为多少Based on this information,they can calculate how much they should order given any order by their competitors.基于这个信息，在给定竞争对手任意订购量的情况下，它们能够计算
34、应该订购多少产品Best response 最佳反应,Best Response with=90%=90%的最优反应,FIGURE 7-11:Retailers best response（图711 零售商的最佳反映）,Nash Equilibrium of the System系统的纳什均衡,Retailer one orders about 20,000 units,retailer two will respond by ordering about 12,000 units 零售商1订购20000单位左右，零售商2会做出订购12000单位产品的回应If this is the case
35、,then retailer one should modify its strategy and reduce the order quantity 如果是这种情况，那么零售商1应该修正其战略，并减少订购数量 No retailer has an incentive to modify its strategy 零售商没有动机修正其战略They order amounts associated with the intersection of the two curves.它们各自订购两条曲线相交点上的那个订购量,Optimal order quantity for each retaile
36、r（最优订购数量）=13,900 unitsTotal expected profit for each retailer（各零售商的期望利润）=$489,460 Total expected profit（总的期望利润）=$978,920 Total expected sales（总期望销售量）=25,208Total amount ordered from the manufacturer（向制造商订购的总量）=27,800 Manufacturers profit（制造商利润）=$1,251,000.,Decentralized and Centralized Systems for S
37、earch Level of 90%搜寻水平为90%的分散系统和集中系统,Centralized system does not dominate the decentralized system.系统对比：集中系统相比分散系统没有压倒性优势Retailers prefer the centralized system 现象：零售商偏爱集中系统Manufacturers profit is higher in the decentralized system 制造商的利润在分散系统中更高,As Increases当搜寻比例增加时,Each retailers order quantity an
38、d profit increases 每个零售商订购数量和利润增加Retailers total expected profit will be higher in the centralized pooling system than in the decentralized system.总期望利润：集中系统情况下零售商的分散系统下零售商的,As Increases当搜寻比例增加时,With larger 当搜寻比例较高时retailers will order more in a decentralized system 零售商在分散系统下的订单数量更多manufacturer will
39、 prefer a decentralized system 制造商会偏好分散系统retailers will prefer a centralized system 零售商会偏好集中系统With smaller 当搜寻比例较低时manufacturer will order less in a decentralized system 制造商在分散系统下的订单更少both the retailers and the manufacturer will prefer a centralized pooling system.两者都偏好集中系统,Effect of on Amounts Orde
40、red一定搜寻水平下经销商的订购数量,FIGURE 7-12:Amount ordered by dealers as a function of the search level图712：一定搜寻水平下经销商的订购数量,分散系统,集中系统,Critical Search Level关键的搜寻水平,Presence of a critical search level 存在一关键的搜寻水平manufacturer prefers the centralized system below the level 低于此水平的顾客搜寻，制造商偏好集中系统otherwise,manufacturer p
41、refers the decentralized system.否则，制造商偏好分散系统Manufacturer always prefers a higher search level 制造商通常偏好较高的搜寻水平,How Can the Search Level Be Increased?如何增加搜索水平,Increase brand loyalty品牌忠诚度customers will more likely search for a particular brand at another retailer if their first choice does not have the
42、product in inventory.首选产品无库存时更可能在其他零售商处搜寻该特定商品Information technology initiatives to increase communication between retailers 通过信息技术增加零售商之间的交流increases the ease with which customers can search in the system 提高客户在系统中搜寻的容易程度higher likelihood that customers will search in the system客户更可能在系统中搜索,Transship
43、ment 调运,Shipment of items between different facilities at the same level in the supply chain to meet some immediate need 不同组织；供应链同一层次；应急需求Occurs mostly at the retail level 零售层面Can be achieved:with advanced information systems 先进的信息系统Shipping costs are reasonable 合理的运输成本Retailers have same owner 零售商属
44、于同一公司,Retailers with Different Owners独立零售商,May not want to do transshipments 避免调运Distributor Integration strategies may be adopted 采用分销商一体化战略Not clear regarding inventory levels 持有库存A retailers strategy depends on competitors strategies 零售商战略取决于竞争对手战略,Which Strategy to Adopt?采用哪种策略？,Different approa
45、ches for different productsFactors:Customer demand and location 顾客需求和位置Service level 服务水平Costs=transportation&inventory costs 成本 运输和库存成本Demand Variability 需求变动,Summary of the Distribution Strategies 总结,Summary 总结,Critical to implement effective distribution strategies regardless of the total level o
46、f supply chain integration.不考虑供应链整合的总体水平实施有效配送战略很重要Strategies:direct shipping 直接装运warehouses or distribution centers 库存中转站Related decisions Should there be many or only a few warehouses or DCs?大量/少量的仓库或配送中心Should inventory be held at these locations,or transshipped?库存是否应设置在该位置或转运As a retailer,does it make sense to participate in a centralized inventory pooling system?零售商参加集中库存系统是否有意义What about a transshipment system?转运系统,
