亚马逊供应链案例问题解析

1、亚马逊案例Questions(问题)1.Why iis Amaazon bbuildiing moore waarehouuses aas it growss ?Howw manyy wareehousees shoould iit havve andd wherre shoould tthey bbe loccated?(亚马逊为为什么因为它它的增长而建造更多的的仓库？它应应该有多少个个仓库？这些些仓库应该设设在哪里？)答：（1）随着着亚马逊的业业务增长，接接到越来越多多的订单，为了更快、更准确的处理订单，因因此他们建立立更多的仓库库来部署产品。（2）所需要的的仓库数量的的计算要基于实际情情

2、况。（3）仓库应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 ?( 与传统书店店相比通过互互联网销售书书籍提供了哪哪些优点？通通过互联网销销售有什么缺缺点吗？)答：具体优点有有：1. 电电子商务将传传统的商务流流程电子化、数数字化。一方面以电电子流代替了了实物流，可可以大量减少少人力、物力力，降低了成成本；另一方方面突破了时时间和空间的的限制，使得得交易活动可可以在任何时时间、任何地地点进行，从从而大大提高高了效率。2. 电子商务务所具有的开开放性和全球球性的特点，为为企业创造了了更多的贸易易机会。3. 电子商务务使企业可以以以相近的成成本进入全球球电子化市场场，使得中小小企业有

5、可能能拥有和大企企业一样的信信息资源，提提高了中小企企业的竞争能能力。4. 电子商务务重新定义了了传统的流通通模式，减少少了中间环节节，使得生产产者和消费者者的直接交易易成为可能，从从而在一定程程度上改变了了整个社会经经济运行的方方式。5. 电子商务务一方面破除除了时空的壁壁垒，另一方方面又提供了了丰富的信息息资源，为各各种社会经济济要素的重新新组合提供了了更多的可能能，这将影响响到社会的经经济布局和结结构。6. 互动性：通过互联网网、商家之间间可以直接交交流、谈判、签签合同，消费费者也可以把把自己的反馈馈建议反映到到企业或商家家的网站，而而企业或者商商家则要根据据消费者的反反馈及时调查查产品

6、种类及及服务品质,做到良性互互动。综合以上优势，电电子商务作为为一种新的商商业模式于220世纪最后后的十年出现现在人们面前前.和传统的的交易方式相相比，电子商商务有很多优优越之处，如如它可以突破破地域和时间间限制，使处处于不同地区区的人们自由由地传递信息息，互通有无无，开展贸易易。它的快捷捷、迅速、自自由和交换的的低成本为人人们所乐道，真真是何乐而不不为呢。但是，有利必有有弊，任何事事物多是一分分为二的。弊弊端是：1. 网络自身身有局限性。22. 搜索功功能不够完善善。3. 用用户消费观念念跟不上。44. 交易的的安全性得不不到保障。55. 电子商商务的管理还还不够规范。66. 标准问问题。7

7、. 支付问题88. 配送问问题。9. 电子合同的的法律问题。110. 电子子证据的认定定。11. 其他细节问问题。不过这这些问题在一一定的条件下下能够解决。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?(亚马逊应该该存储它销售售的每一本书书吗？)答：亚马逊网上上书店不需要要对其销售的的每类书籍都都保有存货。亚亚马逊网上书书店不同于传传统书店，它它是针对顾客客订货从分销销商处购买书书籍。亚马逊逊公司的库存存图书很少,维持库存的的只有2000种最受欢迎迎的畅销书。通通常情况下,亚马逊是在在顾客买书下下了订单后,才从出版商商那里拿货并并直接送往邮邮局。而传统书店按照照对消费者订订货的预计，从从出版商或分分销商出采购购书籍。根据据供应链流程程的推/拉观点，亚亚马逊网上商商店只需要找找出推/拉界，使供应链能能够实现供给给与需求的有有效匹配。因因此，亚马逊逊网上书店只只有六个仓库库来存货，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?(有固定定经营场所的的选手能够通通过建立一个个在线渠道获获得什么优势势？他们应该该如何使用这这两个渠道获获得最大的优优势？)答：网上开店的的好处有如下下几点：首先，考虑到实实体店的租金金，开网店会会减少投入的的资金。其次，开网店更更节省时间,节约劳力。最后，开网店不不需要掌握太太多市场营销销技巧。 获取最大大利益的方法法：1. 网网店作为补充充渠道。2. 建立整合合营销，比如如新产品可现现在网上试销销，再决定要要不要在实体体店卖。3. 让产品差差异化。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?( 像巴诺这样样的传统书商商是应该把电电子商务整合合到现有供应应链系统中，还还是对其进行行单独管理？)答：像巴诺这样样的传统书商商应该把电子子商务整合到到现有供应链链系统中去，传传统

24、的书商可可以将其零售售商店和网络络商店共用一一套仓库和运运输系统，这这样既可以节节约对其单独独管理的成本本，同时利用用现有零售库库存高效的满满足市场需求求，同时降低低了库存，提提高传统书店店的经济效益益。线上业务务和线下业务务将长期并存存，建立长期期的供应链系系统，并对其其整合规划，将将取得良好效效益。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? ( 电子商务渠渠道为哪些产产品提供了最最大的优势？这些产品有有什么特点？)答：适合电子商商务渠道营销销的产品有很很多，如服装装、化装品、珠珠宝饰品、食食品、日化用用品、玩具、家家居类、母婴婴、文体书籍籍、家电数码码、皮具、箱包、礼礼品、音像制制品、医药、保保健品等。但能从电子商务务中获得最大大优势的产品品主要有三类类：（1）知识含量量高的信息化化产品。如：电脑软硬件件产品、书籍籍、数码产品品、音像制品品等。（2）服务等无无形产品。这这类产品包括括：旅馆预订订、鲜花预订订、文

28、艺演出出票的订购、旅旅游线路的挑挑选、储蓄业业务和各类咨咨询服务等等等。（3）创意独特特的新产品。利利用互连网沟沟通的广泛性性、便利性，降降低了创意独独特的新产品品的推广宣传传费用，满足足了那些品位位独特、需求求特殊的顾客客先睹为快快的心理。 这些些产品一般具具有以下一种种或几种特征征： 一、产品为信息息化形态或知知识型产品，即即属于智力密密集型的产品品。较典型如：各各种电脑软件件、图书、音音像制品等。据调查分分析，电子商商务将在计算算机、软件、目目录和图书等等领域占有220%600%的份额。这这是因为想要要上网购物，首首先你必须上上网，而无论论国内还是国国外的网络用用户都主要集集中于知识层层

29、次较高的人人群，知识型型产品是他们们首要的消费费对象。 其其次，知识型型产品具有投投入资本的有有机构成高、利利润率高的特特点。二、受众（用户户）范围较为为宽泛，不特特定的产品。网络的特征之一，就是打破了时空限制，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，则能够充分利用网络的优势，让自己的产品为更多的用户所知晓，将最大可能地把潜在用户的注意力吸引过来，创造更多实际的消费需求，从而获得更高的收益回报。三、能被普遍接接受的标准化化产品。这类类产品的特点点在于，产品品质量、性能能易于鉴别，具具有较高的可可靠性。即使使发生产品质质量纠纷，也也易于解决。而而且，此类产产品的售后服

30、服务工作也易易于开展，对对厂家和消费费者都较为有有利。四、产品的个性性化需求明显显，且需与消消费者有深入入的沟通和互互动。戴尔当当年创立网上上销售个人电电脑的营销模模式时，其思思考点之一就就是个人电脑脑存在着个性性化需求，通通过互联网平平台可以获取取消费者的个个性化需求信信息。像时装装、家具、家家庭装修以及及一些文具、日日用品，几乎乎一人一种口口味、一人一一种爱好，借借助于网络供供需双方可以以实现充分、详详尽地沟通交交流.五、产品的传统统销售方式成成本较高。一一说起珠宝钻钻石、时装名名表，人们首首先想到的是是“昂贵”。其其实，这些产产品之所以价价格高，很大大程度上是由由于传统业态态销售成本高高

31、、效率低。气气派华贵的专专卖店或专区区、专框，美美轮美奂的装装修布置，漂漂亮典雅的销销售人员，无无不推高着销售的费用用。六、产品的物理理形态适合于于物流配送。众所周知，物流配送是电子商务的支撑，物流配送要求高（定点定时，送货上门；有时还需订购者本人签收）。产品的形状、体积、结构等影响着物流配送的难易程度和费用高低，同时决定着它们与电子商务的契合。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