连锁零售企业主导型供应链竞争力研究
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摘要
随着连锁经营的发展,零售业对扩大内需、促进就业、提升国民经济运行效率、增加社会总福利的贡献越来越大,连锁零售企业开始在供应链中占据核心地位,并迅速引起人们的关注。本文围绕“连锁零售企业主导型供应链(Chain-retailer-leading Supply Chain,简称“CRL型供应链”)如何获得竞争优势”,重点阐述了供应链竞争力的概念、形成机理和模型,CRL型供应链管理的特点及CRL型供应链竞争力的研究体系,分析了CRL型供应链竞争力的三大能力及形成,并对中国CRL型供应链竞争力进行了实证分析。主要内容如下:
(1)供应链竞争力的形成需要从系统观角度加以认识:供应链竞争力的形成是供应链核心能力、供应链运作机制、供应链竞争力评价与改进综合作用的结果。其中,供应链核心能力是供应链竞争力的决定力,它由组织能力、运营能力和集成能力组成,这三大能力取决于与其相关的供应链关键业务流程的管理水平,并决定着供应链竞争力的高低。在此基础上,本文给出了CRL型供应链关键业务流程,建立了CRL型供应链竞争力的研究体系,考虑到每种零售业态都有特定内涵和经营模式,使CRL型供应链竞争力的研究复杂化,因此,CRL型供应链三大能力的形成需要区分业态加以分析。
(2) CRL型供应链组织能力来自于供应链组织设计和连锁门店的选址两项供应链基本业务的处理能力,组织能力应当能使供应链具有较强的适应性。供应链组织设计主要解决供应链定位和成员的组合问题,其中竞争战略选择要基于“服务性—经济性”的平衡取舍,与核心企业的零售业态的效用组合进行战略匹配;合理的门店选址有助于供应链战略性物质资源的优化配置,需要从连锁门店的战略布局、门店进入的地区、零售区位类型、立地场所四个层面进行分析。
(3) CRL型供应链运营能力取决于库存管理和运输管理这两项供应链基本业务的处理能力,运营能力要能使供应链保持足够的敏捷性。CRL型供应链各节点上的库存量是衡量供应链运营效率的基本标准,本文运用级库存原理,针对连锁超市(便利店)主导型供应链和连锁百货主导型供应链这两类典型的CRL型供应链,分别提出了(S,s)库存控制策略下的三级库存控制与优化模型和(T,S)库存控制策略下的二级库存控制与优化模型;运输配送使CRL型供应链能够为消费者带来时间效用和空间效用,是与库存并重的供应链运营环节,其决策要遵循两个匹配原则:配送中心设置与门店网络的匹配,配送策略与商品特点的匹配。
(4) CRL型供应链集成能力取决于供应链客户关系管理、零供合作关系管理、供应链信息流管理这三项供应链基本业务处理能力,集成能力强调供应链的协调一致性。顾客忠诚度可以反映CRL型供应链与其最终客户-消费者之间的协调关系,基于顾客忠诚度的CRL型供应链客户关系管理需要实施两大战略:创造顾客的价值和识别有价值的顾客;使供应链成员认同供应链的整体目标且采取一致行动是CRL型供应链集成的重要主题,无论从利益驱动的内在动因,还是维护零供平衡的外部社会要求来看,都需要建立零供平衡的合作关系:信息共享是供应链集成的重要基础,能降低供应链成员间合作而产生的风险和成本。
(5)运用层次分析法(AHP)构建了CRL型供应链竞争力评价指标体系,对中国CRL型供应链竞争力评价的结果表明:中国CRL型供应链竞争力的总体水平不高,集成能力尤显偏低。在五大业态中,连锁家电专业店主导型供应链竞争力水平最高,这与中国家电零售市场已几近寡头垄断的格局有关;连锁超市主导型供应链的竞争力最低,主要因竞争太激烈、定位不清晰导致组织能力低下所致;连锁大型超市主导型供应链的集成能力最低,是受顾客态度投诉率高,高通道费用所拖累;而百货店则因其联营模式决定了物流效率的低下,其运营能力最低。
With the development of chain operation, retail's contribitions are growing in expanding domestic demand, incresing employment, enhancing the operating efficiency of national economy, and ultimately increasing the social welfare. Chain retailer began to occupy the central position of supply chain and quickly cause for more concern.
About how to get competitive advantage of Chain-retailer-leading (CRL) supply chain, the dissertation starts from the concept, forming mechanism and model of supply chain competitiveness, focuses on the management characteristics and competitiveness research framework of CRL supply chain, analyses three core competences of CRL supply chain competitivesness and their formations. The dissertation, furthermore, empirically analyzes China's CRL supply chain competitiveness. The primary coverages of the dissertation are as follows:
i) The formation of supply chain competitiveness should be recognised from systematic perspective. Core competence, operation mechanism and measurement are three forces to affect the formation of supply chain competitiveness. As it was known from the viewpoint of supply chain core competence basing on process, the competitiveness of supply chain is decided by competences of organization, operations and integration, which, furthermore, are decided by the management of their relevent key business process. Different retail formats with their specific contents and business models complicate the study of CRL supply chain competitiveness. The fomation of three competences, therefore, should be analysed basing on different retail formats.
ii) Whether the supply chain be able to obtain organization competence depends on the element constitute being able to make supply chain have the strong characteristic of adaptability or not. The competition strategic choice of CRL supply chain, basing on the tradeoff between service and economy, should stategically match with the utility constitution of core enterprise's retail fomat. The location of chain store is of siginificant strategic meanings to CRL supply chain.
iii) The operations competence of supply chain should keep sufficient agility. The dissertation, employing echelon inventory system, brings forward three-echelon inventory system and its optimization model under inventory control policy of chain supermarkert and chain convenient store leading supply chain, and two-echelon inventory system and its optimazation model under inventory control policy of department store leading supply chain. The decision-making of transport and distribution should follow two matching principles, which are matching the loacation of distribution center with the store network, matching the distribution polices with the product characteristics.
iv) The essence of supply chain integration is the process of coordination and cooperation of supply chain. The importances of CRL supply chain's coordination and cooperation are the cultivation of customer loyalty, the estalishment of cooperative relationship between vendors and retailers, and their information sharing.
v) The dissertation employs AHP to evaluate China's CRL supply chain competitiveness. The results indicate that the overall competitiveness of China's CRL supply chain, especially its integration competence is limited. The empirically analysis to five important retail formats show that: Chain-household-appliances-store-leading supply chain has the highest level of competitiveness, which is relating to oligopoly structure of China's household appliance retail market; Chain-supermaket-leading supply chain has the lowest level of competitiveness due to the fierce market competition and low organization competence resulting from retailer's unclear positioning; Chain-general merchandise-store-leading supply chain has the lowest level of integration competence as a result from more customer complaints about service attitude and higher sloting allowance; Department-store-leading supply chain has the lowest level of operations competence because of its joint operation model, which lead to low logistic effeiciency.
(1)供应链竞争力的形成需要从系统观角度加以认识:供应链竞争力的形成是供应链核心能力、供应链运作机制、供应链竞争力评价与改进综合作用的结果。其中,供应链核心能力是供应链竞争力的决定力,它由组织能力、运营能力和集成能力组成,这三大能力取决于与其相关的供应链关键业务流程的管理水平,并决定着供应链竞争力的高低。在此基础上,本文给出了CRL型供应链关键业务流程,建立了CRL型供应链竞争力的研究体系,考虑到每种零售业态都有特定内涵和经营模式,使CRL型供应链竞争力的研究复杂化,因此,CRL型供应链三大能力的形成需要区分业态加以分析。
(2) CRL型供应链组织能力来自于供应链组织设计和连锁门店的选址两项供应链基本业务的处理能力,组织能力应当能使供应链具有较强的适应性。供应链组织设计主要解决供应链定位和成员的组合问题,其中竞争战略选择要基于“服务性—经济性”的平衡取舍,与核心企业的零售业态的效用组合进行战略匹配;合理的门店选址有助于供应链战略性物质资源的优化配置,需要从连锁门店的战略布局、门店进入的地区、零售区位类型、立地场所四个层面进行分析。
(3) CRL型供应链运营能力取决于库存管理和运输管理这两项供应链基本业务的处理能力,运营能力要能使供应链保持足够的敏捷性。CRL型供应链各节点上的库存量是衡量供应链运营效率的基本标准,本文运用级库存原理,针对连锁超市(便利店)主导型供应链和连锁百货主导型供应链这两类典型的CRL型供应链,分别提出了(S,s)库存控制策略下的三级库存控制与优化模型和(T,S)库存控制策略下的二级库存控制与优化模型;运输配送使CRL型供应链能够为消费者带来时间效用和空间效用,是与库存并重的供应链运营环节,其决策要遵循两个匹配原则:配送中心设置与门店网络的匹配,配送策略与商品特点的匹配。
(4) CRL型供应链集成能力取决于供应链客户关系管理、零供合作关系管理、供应链信息流管理这三项供应链基本业务处理能力,集成能力强调供应链的协调一致性。顾客忠诚度可以反映CRL型供应链与其最终客户-消费者之间的协调关系,基于顾客忠诚度的CRL型供应链客户关系管理需要实施两大战略:创造顾客的价值和识别有价值的顾客;使供应链成员认同供应链的整体目标且采取一致行动是CRL型供应链集成的重要主题,无论从利益驱动的内在动因,还是维护零供平衡的外部社会要求来看,都需要建立零供平衡的合作关系:信息共享是供应链集成的重要基础,能降低供应链成员间合作而产生的风险和成本。
(5)运用层次分析法(AHP)构建了CRL型供应链竞争力评价指标体系,对中国CRL型供应链竞争力评价的结果表明:中国CRL型供应链竞争力的总体水平不高,集成能力尤显偏低。在五大业态中,连锁家电专业店主导型供应链竞争力水平最高,这与中国家电零售市场已几近寡头垄断的格局有关;连锁超市主导型供应链的竞争力最低,主要因竞争太激烈、定位不清晰导致组织能力低下所致;连锁大型超市主导型供应链的集成能力最低,是受顾客态度投诉率高,高通道费用所拖累;而百货店则因其联营模式决定了物流效率的低下,其运营能力最低。
With the development of chain operation, retail's contribitions are growing in expanding domestic demand, incresing employment, enhancing the operating efficiency of national economy, and ultimately increasing the social welfare. Chain retailer began to occupy the central position of supply chain and quickly cause for more concern.
About how to get competitive advantage of Chain-retailer-leading (CRL) supply chain, the dissertation starts from the concept, forming mechanism and model of supply chain competitiveness, focuses on the management characteristics and competitiveness research framework of CRL supply chain, analyses three core competences of CRL supply chain competitivesness and their formations. The dissertation, furthermore, empirically analyzes China's CRL supply chain competitiveness. The primary coverages of the dissertation are as follows:
i) The formation of supply chain competitiveness should be recognised from systematic perspective. Core competence, operation mechanism and measurement are three forces to affect the formation of supply chain competitiveness. As it was known from the viewpoint of supply chain core competence basing on process, the competitiveness of supply chain is decided by competences of organization, operations and integration, which, furthermore, are decided by the management of their relevent key business process. Different retail formats with their specific contents and business models complicate the study of CRL supply chain competitiveness. The fomation of three competences, therefore, should be analysed basing on different retail formats.
ii) Whether the supply chain be able to obtain organization competence depends on the element constitute being able to make supply chain have the strong characteristic of adaptability or not. The competition strategic choice of CRL supply chain, basing on the tradeoff between service and economy, should stategically match with the utility constitution of core enterprise's retail fomat. The location of chain store is of siginificant strategic meanings to CRL supply chain.
iii) The operations competence of supply chain should keep sufficient agility. The dissertation, employing echelon inventory system, brings forward three-echelon inventory system and its optimization model under inventory control policy of chain supermarkert and chain convenient store leading supply chain, and two-echelon inventory system and its optimazation model under inventory control policy of department store leading supply chain. The decision-making of transport and distribution should follow two matching principles, which are matching the loacation of distribution center with the store network, matching the distribution polices with the product characteristics.
iv) The essence of supply chain integration is the process of coordination and cooperation of supply chain. The importances of CRL supply chain's coordination and cooperation are the cultivation of customer loyalty, the estalishment of cooperative relationship between vendors and retailers, and their information sharing.
v) The dissertation employs AHP to evaluate China's CRL supply chain competitiveness. The results indicate that the overall competitiveness of China's CRL supply chain, especially its integration competence is limited. The empirically analysis to five important retail formats show that: Chain-household-appliances-store-leading supply chain has the highest level of competitiveness, which is relating to oligopoly structure of China's household appliance retail market; Chain-supermaket-leading supply chain has the lowest level of competitiveness due to the fierce market competition and low organization competence resulting from retailer's unclear positioning; Chain-general merchandise-store-leading supply chain has the lowest level of integration competence as a result from more customer complaints about service attitude and higher sloting allowance; Department-store-leading supply chain has the lowest level of operations competence because of its joint operation model, which lead to low logistic effeiciency.
引文
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