亚马逊供应链案例问题解析

1、.：.；亚马逊案例Questions(问题)1.Why is Amazon building more warehouses as it grows ?How many warehouses should it have and where should they be located?(亚马逊为什么由于它的增长而建造更多的仓库？它应该有多少个仓库？这些仓库应该设在哪里？)答：1随着亚马逊的业务增长，接到越来越多的订单，为了更快、更准确的处置订单，因此他们建立更多的仓库来部署产品。2所需求的仓库数量的计算要基于实践情况。3仓库应被放置在租金廉价，交通便利的地方。 Answer:(1) With

2、 the growth of Amazons business, more and more orders will be received , in order to process orders more quickly and accurately, so they build more warehouses to deploy products. (2)The calculation of the number of warehouses in need is based on the actual situation. (3)The warehouse should be sited

3、 in a place with cheap rent and convenient transportation .2.What advantages does selling booking via the Internet provide over a traditional bookstore ?Are there any disadvantages to selling via the Internet ?( 与传统书店相比经过互联网销售书籍提供了哪些优点？经过互联网销售有什么缺陷吗？)答：详细优点有：1. 电子商务将传统的商务流程电子化、数字化。一方面以电子流替代了实物流，可以大量

4、减少人力、物力，降低了本钱；另一方面突破了时间和空间的限制，使得买卖活动可以在任何时间、任何地点进展，从而大大提高了效率。2. 电子商务所具有的开放性和全球性的特点，为企业发明了更多的贸易时机。3. 电子商务使企业可以以相近的本钱进入全球电子化市场，使得中小企业有能够拥有和大企业一样的信息资源，提高了中小企业的竞争才干。4. 电子商务重新定义了传统的流通方式，减少了中间环节，使得消费者和消费者的直接买卖成为能够，从而在一定程度上改动了整个社会经济运转的方式。5. 电子商务一方面废除了时空的壁垒，另一方面又提供了丰富的信息资源，为各种社会经济要素的重新组合提供了更多的能够，这将影响到社会的经济规

5、划和构造。6. 互动性：经过互联网、商家之间可以直接交流、谈判、签合同，消费者也可以把本人的反响建议反映到企业或商家的网站，而企业或者商家那么要根据消费者的反响及时调查产品种类及效力质量,做到良性互动。综合以上优势，电子商务作为一种新的商业方式于20世纪最后的十年出如今人们面前.和传统的买卖方式相比，电子商务有很多优越之处，如它可以突破地域和时间限制，使处于不同地域的人们自在地传送信息，互通有无，开展贸易。它的快捷、迅速、自在和交换的低本钱为人们所乐道，真是何乐而不为呢。但是，有利必有弊，任何事物多是一分为二的。弊端是：1. 网络本身有局限性。2. 搜索功能不够完善。3. 用户消费观念跟不上。

6、4. 买卖的平安性得不到保证。5. 电子商务的管理还不够规范。6. 规范问题。7. 支付问题8. 配送问题。9. 电子合同的法律问题。10. 电子证据的认定。11. 其他细节问题。不过这些问题在一定的条件下可以处理。Specific advantages are: 1. E-commerce will traditional business process electronic, digital, on the one hand, to replace the physical flow stream, can reduce the amount human, material and re

7、duce costs; On the other hand broke through the time and the spatial limit, make trading activities can be in any time, any place, which greatly improve the efficiency. 2. The e-commerce is open and global characteristics for enterprise creates more trade opportunities. 3. E-commerce make enterprise

8、 can by close cost into global electronic market, medium and small-sized enterprises may have and big business the same information resources, improving the competition ability of the small and medium-sized enterprises. 4.E-commerce redefined the traditional circulation pattern, reduce the intermedi

9、ate link, makes producers and consumers direct trading becomes possible, and thus in a certain extent changed the whole social economy operation mode. 5.E-commerce breaking down the barriers of space time one hand, on the other hand, provides abundant information for various social economic elements

10、 of the new combination of provides more possible, this will affect social economic layout and structure. 6. Interactive: through the Internet, communicate directly between stores can sign the contract, negotiations, that consumers can their feedback suggestion to enterprise or business reflects the

11、 website, and enterprise or business according to the consumer feedback promptly investigate and product categories and service quality, achieves the benign interaction.Disadvantages are:1. The network has its limitations. 2. The search function are not perfect. 3. The user consumption idea cant kee

12、p up. 4. Transaction security is not guaranteed. 5. Electronic business management also is not standard. 6. Standard. 7. Payment problem 8. Distribution problems. 9. The electronic contract legal problems. 10. Identification of electronic evidence 11. Other details.3.Should Amazon stock every book i

13、t sells?(亚马逊应该存储它销售的每一本书吗？)答：亚马逊网上书店不需求对其销售的每类书籍都保有存货。亚马逊网上书店不同于传统书店，它是针对顾客订货从分销商处购买书籍。亚马逊公司的库存图书很少,维持库存的只需200种最受欢迎的畅销书。通常情况下,亚马逊是在顾客买书下了订单后,才从出版商那里拿货并直接送往邮局。而传统书店按照对消费者订货的估计，从出版商或分销商出采购书籍。根据供应链流程的推/拉观念，亚马逊网上商店只需求找出推/拉界，使供应链可以实现供应与需求的有效匹配。因此，亚马逊网上书店只需六个仓库来存货，大大提高了效率，而且降低本钱Answer: Amazon should not s

14、tock every book it sells. Amazon differs from that of a traditional bookstore. Amazon started by filling all orders using books purchased from a distributor in response to customer orders. Books in Amazons inventory is few, it only stock 200 of the most popular best-selling books to maintain the inv

15、entory. Typically, only after customers made order to buy the books Amazon began to get goods from the publishers directly and go to the post office to post them. However, traditional bookstore usually purchases directly from publishers and stocks books in anticipation of customer orders. According

16、to push/pull view of supply chain processes, Amazon is just need to identify an appropriate push/pull boundary such that the supply chain can match supply and demand effectively. Thus, Amazon only has six warehouses where it holds inventory, which improve efficiency greatly and reduction of cost.4.W

17、hat advantage can brick-and-mortar players derive from setting up an online channel? How should they use the two channel to gain maximum advantage?(有固定运营场所的选手可以经过建立一个在线渠道获得什么优势？他们应该如何运用这两个渠道获得最大的优势？)答：网上开店的益处有如下几点：首先，思索到实体店的租金，开网店会减少投入的资金。其次，开网店更节省时间,节约劳力。最后，开网店不需求掌握太多市场营销技巧。 获取最大利益的方法：1. 网店作为补充渠道。2

18、. 建立整合营销，比如新产品可如今网上试销，再决议要不要在实体店卖。3. 让产品差别化。Answer: There are several advantages derived from setting up an online channel: First, you will have less financial investment, considering the rent you have to pay when operating a traditional bookstore. Second, it is less time-consuming and more labor-sa

19、ving. Last of all, you need not master some skills of marketing management. The way to gain maximum advantage: 1.The online bookstore work as a supplementary channel. 2. Establish integrated marketing, such as the new product can be on sale online before it go into bookstore. 3. Make the product dif

20、ferent.5.Should traditional booksellers like Barnes and Nobel integrate e-commence into their current supply chain or manage it as a separate supply chain?( 像巴诺这样的传统书商是应该把电子商务整合到现有供应链系统中，还是对其进展单独管理？)答：像巴诺这样的传统书商应该把电子商务整合到现有供应链系统中去，传统的书商可以将其零售商店和网络商店共用一套仓库和运输系统，这样既可以节约对其单独管理的本钱，同时利用现有零售库存高效的满足市场需求，同时

21、降低了库存，提高传统书店的经济效益。线上业务和线下业务将长期并存，建立长期的供应链系统，并对其整合规划，将获得良好效益。TraditionalbooksellerslikebarnesandNobleshouldintegratee-commerceintotheircurrentsupplychain.Traditionalbooksellerscanlettheretail storeandtheonlinesupplychainssharewarehousingandtransportationto someextent.Sowecansavethecostofitssolemanage

22、ment,andusetheexistingretailinventorytomeetmarketdemandefficiently,atthesametime,thiswaywillreduceinventoryandimprovetheeconomicbenefitoftraditionalbooksellers.Onlinebusinessandofflinebusinesswilllong-termcoexist,throughestablishingalong-termsupplychainsystem,andintegrating,planningit,thecompanywill

23、achievegoodbenefits.6. For what products does the e-commerce channel offer the greatest advantages? What characterizes these products? ( 电子商务渠道为哪些产品提供了最大的优势？这些产品有什么特点？)答：适宜电子商务渠道营销的产品有很多，如服装、化装品、珠宝饰品、食品、日化用品、玩具、家居类、母婴、文体书籍、家电数码、皮具、箱包、礼品、音像制品、医药、保健品等。但能从电子商务中获得最大优势的产品主要有三类：1知识含量高的信息化产品。如：电脑软硬件产品、书籍、数

24、码产品、音像制品等。2效力等无形产品。这类产品包括：旅馆预订、鲜花预订、文艺上演票的订购、旅游线路的挑选、储蓄业务和各类咨询效力等等。3创意独特的新产品。利用互连网沟通的广泛性、便利性，降低了创意独特的新产品的推行宣传费用，满足了那些档次独特、需求特殊的顾客先睹为快的心思。 这些产品普通具有以下一种或几种特征： 一、产品为信息化形状或知识型产品，即属于智力密集型的产品。较典型如：各种电脑软件、图书、音像制品等。据调查分析，电子商务将在计算机、软件、目录和图书等领域占有20%60%的份额。这是由于想要上网购物，首先他必需上网，而无论国内还是国外的网络用户都主要集中于知识层次较高的人群，知识型产品

25、是他们首要的消费对象。 其次，知识型产品具有投入资本的有机构成高、利润率高的特点。二、受众用户范围较为广泛，不特定的产品。网络的特征之一，就是突破了时空限制，能让更多的人在更多的时间内获取有用的信息和产品。受众范围广、不特定，那么可以充分利用网络的优势，让本人的产品为更多的用户所知晓，将最大能够地把潜在用户的留意力吸引过来，发明更多实践的消费需求，从而获得更高的收益报答。三、能被普遍接受的规范化产品。这类产品的特点在于，产质量量、性能易于鉴别，具有较高的可靠性。即使发消费质量量纠纷，也易于处理。而且，此类产品的售后效力任务也易于开展，对厂家和消费者都较为有利。四、产品的个性化需求明显，且需与消

26、费者有深化的沟通和互动。戴尔当年创建网上销售个人电脑的营销方式时，其思索点之一就是个人电脑存在着个性化需求，经过互联网平台可以获取消费者的个性化需求信息。像时装、家具、家庭装修以及一些文具、日用品，几乎一人一种口味、一人一种喜好，借助于网络供需双方可以实现充分、详尽地沟通交流.五、产品的传统销售方式本钱较高。一说起珠宝钻石、时装名表，人们首先想到的是“昂贵。其实，这些产品之所以价钱高，很大程度上是由于传统业态销售本钱高、效率低。气派华贵的专卖店或专区、专框，美轮美奂的装修布置，美丽典雅的销售人员，无不推高着销售的费用。六、产品的物理形状适宜于物流配送。众所周知，物流配送是电子商务的支撑，物流配

27、送要求高定点定时，送货上门；有时还需订购者本人签收。产品的外形、体积、构造等影响着物流配送的难易程度和费用高低，同时决议着它们与电子商务的契合。Answer :The number of the products which are fit for e-commerce channel is large, such as clothing, cosmetics, jewelry, food, cosmetic products, toys, household type, maternal and child, sports books, digital home appliances, le

28、ather goods, luggage, gifts, audio-visual products , medicine, health products. But the products that can get the greatest advantage from e-commerce channel have three mainly types:(1)information technology products with high levers of knowledge. Such as: computer hardware and software products, boo

29、ks, digital products, audio and video products. (2) services, intangible products. These products include: hotel reservations, flowers, book, literature and order of art tickets, travel route selection, savings, businesses and various consulting services. (3) creative unique new products. Taking the

30、 advantage of extensive use of Internet communication and convenience,to reduce the unique creative marketing and promotional costs of new products to meet those unique tastes, needs ofspecial customers with preview here. These products generally have one or more of the following characteristics: Fi

31、rst, the product form is the information or knowledge-based product, which are intelligence-intensive products. More typical example: a variety of computer software, books, audio and video products. According to the survey analysis, e-commerce will have a proportion ( 20% to 60% ) to share in the co

32、mputer, software, directories, and books and other areas. This is because,if you want to shop online, first you have to the Internet, whether domestic or foreign users are concentrated with higher level of knowledge in groups, knowledge-based products is their primary consumer. Secondly, the knowled

33、ge-based products have high organic composition of capital employed and high profit margin.Second, the audience (user) range is more broad, not specific products. One characteristic of the network, is to break the constraint of time, allowing more people to have more time to obtain useful informatio

34、n and products. With wide,not specific audiences, the company is able to take full advantage of the network to make their products known by more users, and will largely appeal to the attention of potential users, create more actual consumer demand ,to gain higher income returns.Third, standardized p

35、roducts which are generally accepted. The characteristics of these products is that product quality and performance is easy to identify with high reliability. Even in the event of product quality disputes, it is also easy to solve. Moreover, such products are easy to carry out service work which is more favorable for the manufacturers and consumers .Fourth, personalized products with significant demand, and the need to communicate with consumers is in-depth and interactive. When Dell founded the marketing mode of online sales for personal computers that year, one point of thi