亚马逊供应链案例问题解析.docx

1、亚马逊供应链案例问题解析亚马逊案例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?(亚马逊为什么因为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、更准确的处理订单，因此他们建立更多的仓库来部署产品。（2）所需要的仓库数量的计算要基于实际情况。（3）仓库应被放置在租金便宜，交通便利的地方。 A

2、nswer:(1) With 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 s

3、hould be sited 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 ?( 与传统书店相比通过互联网销售书籍提供了哪些优点？通过互联网销售有什么缺点吗？)答：具体优点有：1. 电子商务将传统的商务流程电子化、数字化。一方面以

4、电子流代替了实物流，可以大量减少人力、物力，降低了成本；另一方面突破了时间和空间的限制，使得交易活动可以在任何时间、任何地点进行，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，为企业创造了更多的贸易机会。3. 电子商务使企业可以以相近的成本进入全球电子化市场，使得中小企业有可能拥有和大企业一样的信息资源，提高了中小企业的竞争能力。4. 电子商务重新定义了传统的流通模式，减少了中间环节，使得生产者和消费者的直接交易成为可能，从而在一定程度上改变了整个社会经济运行的方式。5. 电子商务一方面破除了时空的壁垒，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

5、可能，这将影响到社会的经济布局和结构。6. 互动性：通过互联网、商家之间可以直接交流、谈判、签合同，消费者也可以把自己的反馈建议反映到企业或商家的网站，而企业或者商家则要根据消费者的反馈及时调查产品种类及服务品质,做到良性互动。综合以上优势，电子商务作为一种新的商业模式于20世纪最后的十年出现在人们面前.和传统的交易方式相比，电子商务有很多优越之处，如它可以突破地域和时间限制，使处于不同地区的人们自由地传递信息，互通有无，开展贸易。它的快捷、迅速、自由和交换的低成本为人们所乐道，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. 网络自身有局限性。2. 搜索功能不够完善。

6、3. 用户消费观念跟不上。4. 交易的安全性得不到保障。5. 电子商务的管理还不够规范。6. 标准问题。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能够解决。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, ma

7、terial and reduce 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 ma

8、ke enterprise 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

9、the intermediate 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 econ

10、omic elements 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

11、 reflects the 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

12、idea cant keep 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

13、 every book it 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要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,维持库存的只有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预计，从出版商或分销商出采购书籍。根据供应链流程的推/拉观点，亚马逊网上商店只需要找出推/拉界，使供应链能够实现供给与需求的有效匹配。因此，亚马逊网上书店只有六个仓库来存货，大大提高了效率，而且降低成本Answer: Amazon

14、 should not stock 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 mai

15、ntain the inventory. 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 order

16、s. According 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 reductio

17、n of cost.4.What advantage can brick-and-mortar players derive from setting up an online channel? How should they use the two channel to gain maximum advantage?(有固定经营场所的选手能够通过建立一个在线渠道获得什么优势？他们应该如何使用这两个渠道获得最大的优势？)答：网上开店的好处有如下几点：首先，考虑到实体店的租金，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，开网店不需要掌握太多市场营销技巧。 获取最大利益的方法：

18、1. 网店作为补充渠道。2. 建立整合营销，比如新产品可现在网上试销，再决定要不要在实体店卖。3. 让产品差异化。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

19、more labor-saving. 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 th

20、e product different.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，还是对其进行单独管理？)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成本，同时利用现有零售库

21、存高效的满足市场需求，同时降低了库存，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，将取得良好效益。TraditionalbooksellerslikebarnesandNobleshouldintegratee-commerceintotheircurrentsupplychain.Traditionalbooksellerscanlettheretail storeandtheonlinesupplychainssharewarehousingandtransportationto someextent.Sowecansavethecostof

22、itssolemanagement,andusetheexistingretailinventorytomeetmarketdemandefficiently,atthesametime,thiswaywillreduceinventoryandimprovetheeconomicbenefitoftraditionalbooksellers.Onlinebusinessandofflinebusinesswilllong-termcoexist,throughestablishingalong-termsupplychainsystem,andintegrating,planningit,t

23、hecompanywillachievegoodbenefits.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：适合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

24、。如：电脑软硬件产品、书籍、数码产品、音像制品等。（2）服务等无形产品。这类产品包括：旅馆预订、鲜花预订、文艺演出票的订购、旅游线路的挑选、储蓄业务和各类咨询服务等等。（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广宣传费用，满足了那些品位独特、需求特殊的顾客先睹为快的心理。 这些产品一般具有以下一种或几种特征： 一、产品为信息化形态或知识型产品，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。这是因为想要上网购物，首先你必须上网，而无论国内还是国外的网络用户都主

25、要集中于知识层次较高的人群，知识型产品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）范围较为宽泛，不特定的产品。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、能被普遍接受的标准化产品。这类产品的特点在于，产品质量、性能易于鉴别，具有较高的可靠性。即使发生产品质量纠纷，也易于解决。而且，此类产品的售后服务工作也易于开展，对厂家和消费者都较为

26、有利。四、产品的个性化需求明显，且需与消费者有深入的沟通和互动。戴尔当年创立网上销售个人电脑的营销模式时，其思考点之一就是个人电脑存在着个性化需求，通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、一人一种爱好，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成本较高。一说起珠宝钻石、时装名表，人们首先想到的是“昂贵”。其实，这些产品之所以价格高，很大程度上是由于传统业态销售成本高、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，漂亮典雅的销售人员，无不推高着销售的费用。六、产品的物理形态适合于物流配送。

27、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 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, digi

28、tal home appliances, leather 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

29、 software products, books, 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 n

30、ew products. Taking the 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 follow

31、ing characteristics: First, 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 6

32、0% ) to share in the computer, 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 knowledge-based products have high organic composition of capital employed and high profit margin.Second, th