janniferLEE
工长360姜文芳
Logistics is the process to meet the needs of consumers of raw materials, in-process inventory, the final product and related information from the origin to the point of consumption in the effective flow and storage of planning,implementation and control. It forms the foundation of enterprise's value chain,is the key of enterprise competitive advantage. Many production enterprises to strengthen technology development and promote the comprehensive quality management at the same time, have to seek the cost advantage and value advantage eyes turned to production and logistics field.1 modern logistics is the third profit source production and circulation enterprisesIn twentieth Century 60-70, the enterprises of the developed countries are thefocus of competition in pursuit of profit in the production field, make every attempt to reduce material consumption of resources to obtain "the first profit source" of enterprises, make every attempt to improve labor productivity gain"the second profit source of enterprises". However, this "two profit source"production field, it is restricted by the development level of science and technology, in the production of mechanization, constantly improve the degree of automation and production process is programmed, standardized situationunder, enhanced technology convergence of the two "source of profit" no"spring" to dig.Enter 80 age, in the face of fierce global market competition challenges,people began to seek profit focus from production areas to non production areas, surprised to find that create the value of logistics cost is high, the process of enterprise production and management of waste is still very prominent. Coupled with the micro electronics technology, information technology and system innovation and other factors, since 80, as "the third profit source of enterprises" logistics, has become a new focus of competition in the market, attention by the circles of theory and practice.Logistics because it run through the whole process of production and circulation, so reasonable, efficient logistics can bring huge profits throughand improve coordination of enterprises throughout the production and circulation structure.The original understanding of the third profit source based on the theory of thetwo conditions:First, the logistics can be completely separated from the circulation process.Logistics as a standalone system, target and management itself, the general accounting and independent of the;Second, logistics and other business activities as independent factors, it is not the total cost, but aloneFactors profit, logistics can become "independent system profit center" type.Logistics is the third profit source to two capacity based on:First, the logistics in the enterprise strategy, which have the important influence to the enterprise marketing cost, logistics enterpriseThe important point of the industry cost. Therefore, a series of activities through logistics rationalization, modernization and reduce the cost, supportmarketing and purchasing activities. Therefore, logistics is not only to producemajor cost, also refers to reduce the cost of concern, the logistics is "thetreasure house to reduce costs" such as that it is this understanding image representation. Cost and profit are related, as the main logistics can provide a large number of direct and indirect profit for the enterprise, is the mainactivities of the formation of business profits.Second, the role of logistics activity maximum, and not only in the enterprise,reduce the consumption of reducing cost or increasingPlus a profit, but more importantly to improve the business to customer service level, and improve the competitive ability of the enterprise. Through the logistics service guarantee, enterprises with their overall ability to reduce costs, increase profits.Logistics is the third profit source, has become many enterprises especially theMulti-National Corporation's powerful weapon.2 modern logistics is an important source of competitive advantageIn recent years, enterprise business philosophy from the "production oriented"to "customer orientation", quickly turned to "create value for customers". In the "create value for customers" era, value means that not only are tangiblemoney, also means that perception can be invisible, interests, this is the newrules for the current enterprises to participate in market competition.Management Master Michael Porter in the "competitive advantage" a book that, success can only be achieved through competitive cost advantage andvalue advantage. No value advantage a no cost advantage and enterprises can only belong to the future enterprise, is bound to decline. However,companies only do the lowest cost, it is just a cost leader, will have to launch with opponent single competition in price, the lower the price competition willintensify the customer to the product is only a commodity understanding. Avalue of competitive strategy based on the price competition strategy thansimply much better, because the material value is important, and make thecustomers to get the overall value of product identity, are value for money,and money is more important, even if the price slightly higher, the customerwill accept.The model can provide a cost advantage, management advantage and to provide value is little, and the logistics management is one of the few in the management field. Efficient logistics management, reasonable, not only canreduce the operating costs of enterprises, but also can provide the high quality service for the customer; can enable enterprises to obtain the cost advantage,can make enterprises obtain the value advantage. Therefore, logisticsmanagement has been attached importance to the enterprise, be incorporated into the scope of enterprise strategic management, and even become thecornerstone of enterprise development strategy.An excellent logistics capacity of enterprises, can provide quality service to customers to gain competitive advantage; a logistics management of skilledbusiness, average water if the stock availability, delivery timeliness and consistency of delivery in the same industry-leading level, can become an attractive supplier and business partners. Have the whole world in view of 500strong companies, they have the ability to world class logistics management,by providing quality service to customers to gain competitive advantage. Can say, logistics management has become a business one of the challenge. The development of logistics, strengthening logistics management not only can make the enterprise gain "the third profit source", but also an important source of competitive advantage. For example, China's Haier group put the logistics capability as the core competence of enterprise competitive advantage,promote the reorganization established professional engaged in logisticsreform in this part, the procurement of raw materials, production support,material distribution from the strategy integration. The companies hope that bylogistics reorganization, realize "to provide maximum value added service"management objectives to customers at the lowest total cost of logistics. In order to answer the grim challenge of joining the WTO, Chinese enterprises must be as a logistics management to reduce operating cost and the main means to improve customer service level, the logistics capability as the core competitiveness of enterprises. 物流是为满足消费者需求而进行的对原材料、中间库存、最终产品及相关信息从起始地点到消费地点的有效流动与储存的计划、实施和控制的整个过程。它构成了企业价值链的基础活动，是企业取得竞争优势的关键。许多生产企业在加强技术开发和推进全面质量管理的同时，已经把寻求成本优势和价值优势的目光转向生产前后的物流领域。 1．现代物流是生产流通企业的第三利润源泉 20世纪60-70年代，发达国家的企业大多把追求利润的竞争焦点放在生产领域，千方百计降低物资资源消耗获取“企业的第一利润源泉”，千方百计提高劳动生产率获取“企业的第二利润源泉”。然而，生产领域的这两个“利润源泉”，都要受到科学技术发展水平的制约，在生产机械化、自动化程度不断提高和生产工艺日趋程序化、规范化的新情况下，技术趋同性的增强使这两个“利润源泉”基本无“泉”可挖。 进入80年代，面对全球激烈的市场竞争挑战，人们开始把探寻利润的目光从生产领域转向非生产领域，惊奇地发现创造物流价值的成本相当高昂，企业生产经营过程中的浪费仍然十分突出。再加上微电子技术、信息技术以及制度创新等因素，自80年代以后，作为企业的“第三利润源泉”的物流，就自然成为市场竞争的一个新焦点，受到理论界和实务界的高度重视。 物流因其贯穿了生产和流通的全过程，所以合理、高效的物流能够通过对企业的整个生产和流通结构的协调与完善带来巨大的利润。 对第三个利润源理论的最初认识基于两个前提条件： 第一，物流是可以完全从流通过程中分化出来的。物流自成一个独立运行的体系，有本身的目标和管理，因而能对其进行独立的总体核算； 第二，物流和其他独立的经营活动一样，它不是总体的成本构成因素，而是单独 的盈利因素，物流可以成为“利润中心”型的独立系统。 物流成为第三个利润源要基于两个自身能力： 第一，物流在整个企业战略中，对企业营销活动的成本发生重要影响，物流是企 业成本的重要的产生点。因而，通过物流合理化、现代化等一系列活动降低成本，支持保障营销和采购等活动。所以，物流既是指主要成本的产生点，又是指降低成本的关注点，物流是“降低成本的宝库”等说法正是这种认识的形象表述。成本和利润是相关的，物流作为主体可以为企业提供大量直接和间接的利润，是形成企业经营利润的主要活动。 第二，物流活动最大的作用，并不仅仅在于为企业减少了消耗、降低了成本或增 加了利润，更重要的是在于提高企业对用户的服务水平，进而提高了企业的竞争能力。通过物流的服务保障，企业以其整体能力来压缩成本、增加利润。 物流作为第三利润源，已成为众多企业尤其是跨国公司的商战利器。 2．现代物流是企业获取竞争优势的重要源泉 近年来，企业的经营理念在从“生产导向”过渡到“顾客导向”之后，迅速转为“为顾客创造价值”。在“为顾客创造价值”的时代，价值不仅意味着是有形的金钱，还意味着是无形的、可以感知的利益，这是当前企业参与市场竞争的新规则。 管理大师迈克尔·波特在《竞争优势》一书中指出，企业竞争的成功只能通过成本优势或价值优势来取得。一个既无成本优势又无价值优势的企业只能属于前途渺茫的企业，必将走向衰亡。但是，企业只做到最低成本，还只是一个成本领先者，就不得不与对手在价格上展开单一的竞争，这种价格上的低级竞争会强化顾客对该产品只是一种普通商品的认识。而一个基于价值优势的竞争战略比单纯的价格竞争战略要优越得多，因为物质上的价值固然重要，而使顾客对所要得到产品的整体价值的认同，感到物有所值、甚至物超所值更为重要，即使价格稍高一些，顾客也会接受。 当前既能提供成本优势，又能提供价值优势的管理领域是极少的，而物流管理则是这些并不多的管理领域中的一个。高效、合理的物流管理，既能够降低企业经营成本，又能为顾客提供优质的服务；既能使企业获得成本优势，又能使企业获得价值优势。因此，物流管理日益受到企业的重视，被纳入企业战略管理的范围，甚至成为企业发展战略的基石。 一个拥有卓越物流能力的企业，可以通过向客户提供优质服务获得竞争优势；一个物流管理技术娴熟的企业，如果在存货的可得性、递送的及时性和交付的一贯性等方面领先于同行业的平均水平，就能成为有吸引力的供应商和理想的业务伙伴。放眼世界500强企业，它们都拥有世界一流的物流管理能力，通过向顾客提供优质服务获得竞争优势。可以说，物流管理已成为当今工商企业最具挑战性的领域之一。发展物流，强化物流管理不仅能使企业获取“第三利润源泉”，而且是企业获取竞争优势的重要源泉。例如，我国的海尔集团把物流能力定位为形成企业竞争优势的核心能力，重组成立了专业从事物流改革的推进本部，使原料采购、生产支持、物资配送从战略上实现了一体化。该企业希望通过物流重组，实现“以最低的物流总成本向客户提供最大附加值的服务”的管理目标。为了应对加入WTO的严峻挑战，中国企业必须将物流管理作为降低经营总成本和提高顾客服务水平的主要手段，把物流能力作为企业的核心竞争力。
