B2B中的供应链管理:supply chain in B2B [6]
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论文字数:2098论文编号:org201404112144231252语种:英语 English地区:加拿大价格:免费论文
关键词:SCM供应链管理B2B销售Relationship MarketingSupplier performance
摘要:本文主要介绍了DELL集团充分利用供应链管理,使企业进行零库存和个性化定制的功能,给企业在剧烈的电子商务竞争中带来了巨大的优势。DELL是电子商务网上销售电脑的巨头,SCM管理是十分行之有效的。
ent Market is similar to the way it conducts itself in the Customer, Supplier and Internal Markets i.e. through the use if the use of the direct marketing activity.
Influence and Referral Market: DELL had built a good relationship with government. In computer industry, this company is always keeping ahead of the competitions. In terms of the referral market DELL exploits this market through supplying businesses and education centers, such as universities and schools, as well as charitable organizations.
To sum up, DELL’s ways of management its partners is various. This direct model makes it and its stakeholders much closer. It is easy to build relationship with customers under this direct model. The centre of DELL’s strategy is to satisfy and m aintain customer relationship (and also relationship wITh other stakeholders). DELL owns its own call center and website. It builds database by customer online register. It also can get responses directly and quickly by direct Marketing activity. The relationship between DELL and its stakeholders could be long term and very stable. All these above ensure that DELL’s supply chain management is good in B2B marketing. Its management by building relationship with its partners helps it to get advantages in B2B campaign.
CONCLUSION结论
As already discussed, supply chain management is the management of the interconnection of organizations/individuals that relate to each other through upstream and downstream linkages between the processes that produce value (products and/or services) to the ultimate consumer. The whole process of SCM could be seen as a network which involves all activities of organizations/individuals to final customers. In B2B campaign, the final customers are usually considered as organizations, institutions, governments, etc.. In this kind of business campaign, SCM play as a similar role as it did in other environments, excluding the last link of the supply chain. Currently, it is a trend to extend B2B markets through internet for many companies. E-commerce is tended to be more and more important in B2B marketing. Therefore, SCM in B2B is asked to fit this situation by using ICT and focusing on integrating information and connecting all activities through IT system. In B2B, SCM’s functions and activities include strategic planning, inventory control, warehouse management, stock replenishment, quality control, lean thinking, transport management, track and tracing, and etc.. Those above assessments of Wal-Mart and DELL prove that management in supply chain would help a lot in any different industries. In B2B campaign, if Wal-Mart can not use its IT system to monitor and supervise its situation of warehouse and transportation, its commitment of delivery just in time would have no chance to become true. Management in Wal-Mart’s supply chain is the most significant process. DELL’s ways of management its partners is various. DELL owns its own call center and website. It builds database by customer online register. It also can get responses directly and quickly by direct marketing activity. The relationship between DELL and its stakeholders could be long term and very stable. All these above ensure that DELL’s supply chain management is good in B2B marketing. Its management by building relationship with its partners helps it to get advantages in B2B campaign.
REFERENCES文献参考
ASDA (2009
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