决定产业供应链绩效的关键因素——基于快速消费品行业的实证研究

发布时间：2018-05-06 16:57

本文选题：快速消费品行业 + 客户评价　；参考：《中国流通经济》2017年04期

【摘要】：在零售业市场低迷的情况下,作为其上游供应商的快速消费品行业正经历着严峻的生存挑战,发展稳定持续的合作关系成为快消品供应商战略发展的重要因素。对161家快消品生产企业的调查研究结果表明,客户参与在客户评价与供需双方合作绩效的关系中起重要的中介作用;决定客户参与的评价因素除供应商的产品质量和物流能力外,人际"关系"对客户参与的影响呈倒"U"型曲线,而价格对客户参与及合作绩效并没有显著影响;产品或任务复杂度越高,客户参与所起的作用越大。快速消费品供应商应把握好"关系"的度,在一定范围内发展与客户的关系,以免损害双方合作意愿或过度增加维护关系的成本;注重建立多方面的能力,及时识别并满足客户需求,将企业内部能力真正转化为创造价值的活动,获取竞争优势;提高客户在经营中的参与度和自身产品的复杂度,开拓新的市场,培育新的增长点。
[Abstract]:In the situation of low retail market, the FMCG industry, as the upstream supplier of FMCG, is experiencing a severe survival challenge, and the development of a stable and sustained cooperative relationship has become an important factor in the strategic development of FMCG suppliers. The investigation and research on 161 fast goods manufacturing enterprises show that customer participation plays an important intermediary role in the relationship between customer evaluation and cooperative performance between supply and demand. Besides the supplier's product quality and logistics ability, the influence of interpersonal "relationship" on customer participation is "U" curve, while price has no significant effect on customer participation and cooperation performance. The higher the complexity of a product or task, the greater the role of customer involvement. Fast moving consumer goods suppliers should grasp the degree of "relationship", develop the relationship with customers within a certain range, so as not to damage the willingness of both sides to cooperate or increase the cost of maintaining the relationship excessively, and pay attention to the establishment of various capabilities. To identify and meet the needs of customers in time, to truly transform the internal capabilities of enterprises into value-creating activities, to obtain competitive advantages, to increase the participation of customers in operation and the complexity of their own products, to open up new markets, and to cultivate new growth points.
【作者单位】：中国人民大学商学院;
【基金】：国家自然科学基金“产业供应链服务化条件下的服务外包决策与风险管理”(71272155)
【分类号】：F274;F724.2

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