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1、有效率的物流配送 連續補貨系統案例-寶僑家品,主題 ECR是什麼 為什麼需要ECR ECR的組成 ECR組織及工作流程改變 CRP 是什麼 CRP的基本要求 CRP的基本概念 CRP的實例與心得,1990 年代,一個劇烈變革的年代. 精明的消費者要求:給我更高價值的產品! 其餘免談.,那些是這次變革的先驅?,全球性策略 萬客隆(METRO/MAKRO): 遍佈全球28個國家(歐洲,亞洲和拉丁美洲) 威名百貨(WAL-MART): 美國,墨西哥,加拿大,拉丁美洲和亞洲 家樂福(CARREFOUR):歐洲,拉丁美洲和亞洲 牛奶集團(DAIRY FARM):遍佈全球12個國家(亞洲和歐洲) 主要驅動
2、因素:規模和技術 瞬息萬變的消費者習慣 價值,便利,新奇,選擇訊,亞洲: 跨國性大型連鎖零售商,1990: 13個 跨國性大型連鎖零售商 分佈於9個 亞洲國家 1995: 19個 跨國性大型連鎖零售商 分佈於 13個 亞洲國家,為什麼 僅有部份 新興大型零售商會贏得市場?,它們策略的核心效率.它們運用在規模,系統,管理,供應商連結和觀念上的 效率優勢來改進整體 商店 及 消費者 的價值. 它們的心目中將消費者置於首位.它們專注於所有能夠帶給消費者利益的事物,並藉由商店的有效管理進而建立消費者的忠誠和價值. 供應商是它們策略性的合作夥伴.它們並不孜孜於與供應商的交易條件.相對的,它們著重於尋求和
3、供應商之間供應鏈系統整體效率的改進,並進而轉換成消費者層次的價值提昇. 它們建立了商店的忠誠度,而此一忠誠度係奠基於提供給消費者一種無遠彿界的,強烈的,高價值而產生的正面印象.全球性和區域性的曝光更加深其 全球 性印象.,新課題,面臨一個數量較少卻更強大的競爭對手環伺的競爭環境 零售商必需透過提高效率,技術能力,將節省的成本 回饋給消費者(更低廉的售價)來建立消費者忠誠 才能創造利潤 零售商需建立與供應商之間的夥伴關係,以滿足消 費者需求 下列兩大主題是零售商必需尋求解決的: 供給面 - 效率化的供應鏈 (補貨,產品組合) 需求面 - 效率化的商品化(產品組合, 促銷活動,新品上市),Mass
4、 Drug Club Grocery Merch. Store Store Gross Margin 25.3% 25.0% 28.0% 11.0% Operating Exp 21.8% 17.5% 24.0% 7.5% Operating 3.5% 7.5% 4.0% 3.5% Margin,Operating Efficiency in Alternate Channels Creates Issues for Smaller Outlets,U.S. CHANNEL OPERATING INCOME,HELP IS ON THE WAY!,台灣零售通路的演變:,小雜貨店,1940s,百
5、貨公司,1950s,專業超市,1980s,1990s,小型商店(雜貨店)營業總額的佔比: 1990 = 70% 1996 = 30% 未來, 所有的成長將侷限在新興的通路上.,大型購物中心.量販店,環境: 許多小型商店(含便利商店) 數量不多,競爭力強大的零售商和大盤商 競爭優勢所在: 零售商: 合理(價值的)定價 與供應商形成策略聯盟 效率化的消費者回應(ECR) 供應商: 策略性的客戶管理 依據效率化所訂定的交易條件 強勢(高迴轉)商(單)品 效率化的消費者回應(ECR),通路組成,環境: 規模小,為數眾多的零售商 數量不多且不建全的大盤商 逐漸壯大的超市 競爭優勢所在: 零售商: 價格
6、各店的配送 供應商: 價格 店內促銷 新產品 其它交易條件,Declining Relative Efficiency of Industry,Efficiency of Alternate Channels,Flat Economy / More Retail Space More Pressure on Prices,Systems access and integration,Across supply chain,Allows easier cooperation,Why ECR?,Growing concern that the traditional grocery supply
7、chain is just not working right. Sounds a lot like Taiwan . right?,ECR is an industry strategy in which distributors and suppliers work together to deliver better consumer value.,What Is ECR (Supply Chain Management)?,ECR,OUTCOME: Efficient rather than only internally focused Transparent terms for a
8、ll customers; no custom-made deal from sales personnel,What will we do differently?,WHY CRP (自動補貨系統),OLD PARADIGM LOAD CUSTOMERS WAREHOUSE CAN INCREASE OUR BUSINESS BUYING AND SELLING ARE ENEMIES OF EACH OTHER WE CAN GET BEST RESULTS BY STRENGTHING OUR OWN PART ORDER TAKING IS SALES KEY WORK NEW PAR
9、ADIGM BUYING AND SELLING WORKS TOGETHER TOWARD CONSUMERS WE CAN GET BEST RESULTS BY MANAGING WHOLE SUPPLY CHAIN - ORDER FULLFILMENT IS PART OF IT,HOW CRP WORKS,Send an EDI order, of Full unit loads Shipped on Pallets filling a truck to one location and one invoice,Inventory, sales data,A change in t
10、he traditional buyer-seller relationship!,REDUCED INVENTORY IMPROVED CASH FLOW AND RETURN ON ASSETS MORE PRODUCTIVE USE OF BUYER TIME IMPROVED SERVICE LEVEL VOLUME AND SHARE GROWTH ON P&G BRANDS,BENEFITS TO RETAILER,BENEFITS TO VENDER,IMPROVE PERFECT ORDER RATE TOTAL DELIVERY COST REDUCTION REDUCED
11、INVOICE DEDUCTION/CHANGE MORE PRODUCTIVE USE OF SALES TIME IMPROVED P&G VOLUME AND SHARE AT THE CUSTOMER,Key Accounts Replenishment System (KARS),P&G,CUSTOMER,KARS,KARS,CRP for Key Account Now in FE ,Carrefour, & Wellcome Team Work Create Great Success !,KARS,KARS,Link P&G and Customer Vender Manage
12、ment Inventory,WIN-WIN,The Blue Customer,KARS,Order takes Time Inventory takes Money OOS takes Unsatisfaction,P&G is Blue, too,P&G lose money !,Capability,KARS - CAPABILITY REQUIREMENT-,DATA: Offtake, inventory data from vendor Data Transmition : EDI format Aligned business process flow,Capability,K
13、ARS - CAPABILITY REQUIREMENT-,DATA: Offtake, inventory data from vendor Offtake (銷售報告) - 銷售量/ 銷售單位 - 商品名稱/ 條碼編號/ 配銷條碼 - 收/ 送方代號 - 銷售起始/ 終結日期,Capability,KARS - CAPABILITY REQUIREMENT-,DATA: Offtake, inventory data from vendor Inventory (庫存報告) - 商品名稱/ 商品規格/ 條碼編號/ 配銷條碼 - 庫存量 - 庫存在途量 - 已承諾出貨量,Capability
14、,KARS - CAPABILITY REQUIREMENT-,Data Transmition : EDI format - Industry Standard Formate,Capability,KARS - CAPABILITY REQUIREMENT-,Aligned business process flow Charter ( 職掌表) Aligned Timing & Activity ( 何時/ 何事),P&G 客服部,客戶 採購人員,客戶 電腦中心,客戶 物流,銷售/庫存資料,KARS產生建議訂單,查對後簽名認可,產生採購單,產生發票,寫入實收檔,物流中心驗收貨物,KARS
15、 系統流程圖,EDI傳輸,傳真,EDI傳輸,實收,新竹貨運送貨,傳真,程式支援,KARS - BASE CONCEPT -,Inventory,Offtake,KARS software,Suggest Orders,Replenish Appropriate” Quantity,KARS - BASE CONCEPT -,Vision no extra inventory less OOS,CUSTOMER,P&G,CALCULATION MODEL Volume Forecasting - offtake, Safety Stock, Service Level, Order frequn
16、ecy, Delivery Time Delivery Constrait - Truck Size, Palletized Stacking Order Sizing - Full Truck Load,KARS - HOW TO GO LIVE -,PREPARATION,Launch!,Scope Team Charter Commitment from Top Management,DESIGN,Process Defined Resource Allocated Pilot Run Schedule & Data Firmed,PILOT RUN,Process Feasibility Review the suggest order quantity,measure performance,Well, Life is not tough,But not
