快速消费品行业基于共同价值创造的高效顾客响应（ECR）研究
发布时间：2018-09-12 16:54
【摘要】：高效顾客响应(Efficient Comsumer Response, ECR)是1992年从美国食品杂货业发展起来的一种供应链管理策略,ECR的产生可归结于上个世纪商业竞争的加剧和信息技术的快速发展以及其在商业领域中的应用。“ECR是一种通过制造商、批发商和零售商各自经济活动的整合,以最低的成本,最快、最好地实现消费者需求的流通模式。”1ECR强调供应商和零售商的合作,通过现代化的信息和手段,协调彼此的生产、经营和物流管理活动,进而在最短的时间内应对顾客需求的变化。 随着中国的零售竞争环境日趋国际化,中国本土快零售商面临着越来越多的来自世界顶级零售企业的冲击。同时,供应商也面临着内外夹击的压力。如何激烈的竞争中生存下去,取得最终的胜利是摆在快速消费品行业零售商和供应商面前的共同课题。ECR模式也许能给我们带来答案。 在供应链内部,零售商和供应商的交易关系从供应商占据支配地位,转换为零售商占主导地位。零售商和生产厂家为取得供应链主导权,为商家品牌和厂家品牌占据零售店铺货架空间的份额展开激烈的竞争,使得供应链整体成本上升。从消费者的角度来看,过度竞争忽视消费者需求：高质量、新鲜、服务好和合理价格。许多企业通过诱导型广告和促销来吸引消费者转移品牌。ECR产生的背景是要求从消费者的需求出发,提供满足消费者需求的商品和服务。为此,美国食品市场营销协会(Food Marketing Institute)联合可口可乐、宝洁等公司对供应链进行调查、总结、分析,得到改进供应链管理的详细报告,提出了ECR的概念体系,被西方零售商和产品制造供应商所采用,广泛应用于实践。 中国的快速消费品行业也同样经历着西方发达国家20或30年前所经历的变革,也就是说高效顾客响应ECR模式在中国得以应用的背景已经存在。基于以ECR产生的背景,本文首先从分析中国快速消费品行业的现状入手,详细阐述和总结了当前国内整个快速消费品行业所面临的各种外部挑战,以及行业内部自身发展的问题或局限。从背景分析的角度出发,我们可以认为目前中国的快速消费行业已经形成了可供ECR发展的土壤。 在接下来的研究中,作者针对ECR的核心——以满足消费者需求为第一要务出发,对顾客价值和顾客满意的理论进行广泛地探讨。以众多的理论学派的观点为基础,发掘出这两个理论的核心“成本”与“收益”的关系。作者认为,在实践中,顾客价值和顾客满意的具体表现可以理解为整个行业中双方(零售商和供应商)对其“收益”的合理预期以及为此“收益”所付“代价”或“成本”的综合考虑。从长期可持续发展的角度出发,在考虑“要什么”的同时,“做什么”、“怎么做”也被纳入议事日程。基于这一逻辑,作者从零售商和供应商两方入手,全面分析了双方对发展与合作的不同关注(即需求)。这回答了“要什么”的问题,也就是ECR模式存在和发展的必要条件。接下来,本文对ECR模式的完整阐述与归纳总结,力图展现ECR的全貌。这一部分主要是回答了“做什么”这个问题。 最后,结合笔者多年的快速消费品行业的工作经验,论文以总结归纳的形式论述了宝洁公司所进行的高效顾客响应(ECR)模式的相关实践。以此来回答“怎么做”这个问题。论文重点放在了品类管理的实施和供应链的优化两方面。作为ECR的开山鼻祖之一,宝洁公司注重对整个价值链(供应链)的整合及管理,并不断寻找提升和改进渠道资源的有效性的途径；同时,在基于消费者研究的基础上,源源不断地设计制造出丰富的产品来满足消费者不断变化的需求,并帮助零售伙伴通过品类管理提高他们的顾客的满意度和忠诚度,最终达到提高顾客价值的目的。 本文在理论分析的基础上,对ECR模式进行了相对完整的分析研究；并从快速消费品行业的实际情况出发,辅以宝洁公司的实践经验,研究在西方成熟市场的ECR模式,及其成功的实践经验对中国快速消费行业的指导意义。作者希望通过本文的研究,能够为众多的中国本土零售商和供应商在对今后合作发展模式的探索带来一些新的思考,能够为中国快速消费品行业未来的长期可持续性发展,提供一个行之有效的工具和参考,并能最终在实践中得广泛的应用。当然,由于作者自身的局限,使得本文在理论研究方面还存在诸多不足,这将是作者今后工作和学习的主要努力方向。
[Abstract]:Efficient Comsumer Response (ECR) is a supply chain management strategy developed from the U.S. grocery industry in 1992. The emergence of ECR can be attributed to the intensification of business competition in the last century, the rapid development of information technology and its application in the business field. 1 ECR emphasizes the cooperation between suppliers and retailers to coordinate their production, operation and logistics management activities through modern information and means, and then to respond to changes in customer demand in the shortest time.
With the internationalization of China's retail competition environment, China's local fast-track retailers are facing more and more shocks from the world's top retailers. At the same time, suppliers are also facing internal and external pressure. The former common topic.ECR model may give us the answer.
Within the supply chain, the relationship between retailers and suppliers changes from supplier dominance to retailer dominance. Retailers and manufacturers compete fiercely for the dominance of the supply chain and for the share of the retailer brand and the manufacturer brand in the retail store shelf space, thus increasing the overall cost of the supply chain. From the consumer's point of view, excessive competition ignores consumer demand: high quality, freshness, good service and reasonable price. Many enterprises attract consumers to transfer their brands through inductive advertising and promotion. The background of ECR comes from the demand of consumers to provide goods and services to meet their needs. The Food Marketing Institute, in conjunction with Coca-Cola and Procter & Gamble, has investigated, summarized, analyzed the supply chain and obtained detailed reports on improving supply chain management. The concept system of ECR has been put forward. It has been widely used in practice by Western retailers and product manufacturers.
China's fast moving consumer goods industry is also experiencing the changes of western developed countries 20 or 30 years ago, that is to say, the background of the application of ECR model in China already exists. From the perspective of background analysis, we can conclude that China's fast consuming industry has formed a soil for ECR development.
In the following research, the author explores the theory of customer value and customer satisfaction extensively, aiming at the core of ECR-satisfying consumer demand as the first priority. Based on the viewpoints of many theoretical schools, the author discovers the relationship between the core "cost" and "benefit" of the two theories. The concrete expression of customer value and customer satisfaction can be understood as the reasonable expectation of both sides (retailers and suppliers) to their "income" and the comprehensive consideration of "cost" or "cost" to the "income" in the whole industry. Based on this logic, the author makes a comprehensive analysis of the different concerns of both retailers and suppliers on development and cooperation (i.e. demand). This answers the question of what is needed, that is, the necessary conditions for the existence and development of the ECR model. Next, this paper gives a complete explanation of the ECR model. This part mainly answers the question of "what to do".
Finally, combined with the author's years of experience in the fast-moving consumer goods industry, the paper summarizes and summarizes the related practices of the efficient customer response (ECR) model carried out by P&G to answer the question of "how to do". One of the founders of P&G, P&G focuses on the integration and management of the entire value chain (supply chain), and constantly seeks ways to enhance and improve the effectiveness of channel resources; at the same time, on the basis of consumer research, a steady stream of design and manufacture products to meet the changing needs of consumers, and help retailers Partners improve their customer satisfaction and loyalty through category management, and ultimately achieve the goal of improving customer value.
Based on the theoretical analysis, this paper makes a relatively complete analysis of the ECR model, and proceeds from the actual situation of the fast moving consumer goods industry, supplemented by P&G's practical experience, studies the ECR model in the mature western market, and its successful practical experience as a guide to China's fast consuming industry. The research of this paper can bring some new thoughts for many Chinese retailers and suppliers to explore the future cooperative development mode, and provide an effective tool and reference for the long-term sustainable development of the Chinese fast moving consumer goods industry in the future, and can be widely used in practice. The author's own limitations, so that there are still many theoretical research deficiencies, which will be the author's future work and study of the main direction.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.8
本文编号：2239633
[Abstract]:Efficient Comsumer Response (ECR) is a supply chain management strategy developed from the U.S. grocery industry in 1992. The emergence of ECR can be attributed to the intensification of business competition in the last century, the rapid development of information technology and its application in the business field. 1 ECR emphasizes the cooperation between suppliers and retailers to coordinate their production, operation and logistics management activities through modern information and means, and then to respond to changes in customer demand in the shortest time.
With the internationalization of China's retail competition environment, China's local fast-track retailers are facing more and more shocks from the world's top retailers. At the same time, suppliers are also facing internal and external pressure. The former common topic.ECR model may give us the answer.
Within the supply chain, the relationship between retailers and suppliers changes from supplier dominance to retailer dominance. Retailers and manufacturers compete fiercely for the dominance of the supply chain and for the share of the retailer brand and the manufacturer brand in the retail store shelf space, thus increasing the overall cost of the supply chain. From the consumer's point of view, excessive competition ignores consumer demand: high quality, freshness, good service and reasonable price. Many enterprises attract consumers to transfer their brands through inductive advertising and promotion. The background of ECR comes from the demand of consumers to provide goods and services to meet their needs. The Food Marketing Institute, in conjunction with Coca-Cola and Procter & Gamble, has investigated, summarized, analyzed the supply chain and obtained detailed reports on improving supply chain management. The concept system of ECR has been put forward. It has been widely used in practice by Western retailers and product manufacturers.
China's fast moving consumer goods industry is also experiencing the changes of western developed countries 20 or 30 years ago, that is to say, the background of the application of ECR model in China already exists. From the perspective of background analysis, we can conclude that China's fast consuming industry has formed a soil for ECR development.
In the following research, the author explores the theory of customer value and customer satisfaction extensively, aiming at the core of ECR-satisfying consumer demand as the first priority. Based on the viewpoints of many theoretical schools, the author discovers the relationship between the core "cost" and "benefit" of the two theories. The concrete expression of customer value and customer satisfaction can be understood as the reasonable expectation of both sides (retailers and suppliers) to their "income" and the comprehensive consideration of "cost" or "cost" to the "income" in the whole industry. Based on this logic, the author makes a comprehensive analysis of the different concerns of both retailers and suppliers on development and cooperation (i.e. demand). This answers the question of what is needed, that is, the necessary conditions for the existence and development of the ECR model. Next, this paper gives a complete explanation of the ECR model. This part mainly answers the question of "what to do".
Finally, combined with the author's years of experience in the fast-moving consumer goods industry, the paper summarizes and summarizes the related practices of the efficient customer response (ECR) model carried out by P&G to answer the question of "how to do". One of the founders of P&G, P&G focuses on the integration and management of the entire value chain (supply chain), and constantly seeks ways to enhance and improve the effectiveness of channel resources; at the same time, on the basis of consumer research, a steady stream of design and manufacture products to meet the changing needs of consumers, and help retailers Partners improve their customer satisfaction and loyalty through category management, and ultimately achieve the goal of improving customer value.
Based on the theoretical analysis, this paper makes a relatively complete analysis of the ECR model, and proceeds from the actual situation of the fast moving consumer goods industry, supplemented by P&G's practical experience, studies the ECR model in the mature western market, and its successful practical experience as a guide to China's fast consuming industry. The research of this paper can bring some new thoughts for many Chinese retailers and suppliers to explore the future cooperative development mode, and provide an effective tool and reference for the long-term sustainable development of the Chinese fast moving consumer goods industry in the future, and can be widely used in practice. The author's own limitations, so that there are still many theoretical research deficiencies, which will be the author's future work and study of the main direction.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.8
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