1、7-ELEVEN 特許經(jīng)營便利店物流體系研究Research on the logistics system of 7-ELEVEN franchise convenience stores,2,1.前言,1. Foreword,3,7-ELEVEN便利店,采用特許經(jīng)營模式發(fā)展，是現(xiàn)今全球最大的零售網(wǎng)絡(luò)商，被公認(rèn)為世界便利店的楷模。 截至2004年3月底，全球共有7-ELEVEN便利店約27000間。,7-ELEVEN convenience stores, owns the largest retailing network in the world, whose achievement i

2、s an exemplar of convenience stores. By the end of March 2004, 7-ELEVEN had opened 27,000 stores in the world,4,作為全球最為出色的特許經(jīng)營企業(yè)之一， 7-Eleven便利店取得的輝煌業(yè)績，除了其先進(jìn)的經(jīng)營方式與獨(dú)特的品牌營銷外，支撐其快速發(fā)展的另一重要因素就是強(qiáng)大的后方物流支援系統(tǒng)。,As one of the most distinctive enterprise in the world, 7-ELEVEN has won a tremendous success in the

3、filed. Except its advanced and special operation strategies, a strong supporting system is another important factor of its rapid development.,5,希望通過學(xué)生對 7-Eleven便利店物流體系的深入研究，能為中國的便利店業(yè)以及特許經(jīng)營企業(yè)的物流體系發(fā)展，帶來可以借鑒的經(jīng)驗(yàn)。,The paper is expected to give referential experiences to Chinas convenience store business

4、and franchise enterprise by examining the logistics structure of 7-ELEVEN.,6,2. 7-Eleven的目標(biāo)顧客與商品構(gòu)成,2.7-ELEVENs Customers and Structure of Merchandise,7,從全球范圍來看， 7-Eleven便利店的基本立足點(diǎn)是以年輕顧客及收入較高的顧客群體為主要服務(wù)對象，提供各種社區(qū)服務(wù)功能。,On the worldwide scale, 7-ELEVEN defined primary service objects as young people and h

5、igh income groups provided them with diverse community services.,8,7-Eleven的顧客定位將會(huì)影響它的商品構(gòu)成，從而進(jìn)一步影響到它的物流體系構(gòu)建 。,Customer classification of 7-ELEVEN has influences on choosing category of product and affects logistics system structure.,9,圖1：7-Eleven 店面銷售商品結(jié)構(gòu)Fig1: 7-ELEVEN Structure of merchandise,10,3.

6、7-Eleven的物流戰(zhàn)略體系,3. The logistics Strategy System of 7-Eleven,11,7-Eleven特許經(jīng)營總部的戰(zhàn)略經(jīng)營目標(biāo)是使 7-Eleven所有加盟單店成為“周圍居民信賴的具有忠誠度的店鋪”。,The marketing strategy of 7-ELEVEN headquarter is endeavoring to help all “franchisee” outlets to win the title of “the most trustable CVS around citizens”.,12,7-Eleven便利店是通過以下三

7、個(gè)要素來實(shí)現(xiàn)其忠誠度的： 1、只有在7-Eleven能夠買到的獨(dú)特商品； 2、提供高新鮮度的快餐食品； 3、零缺貨，即使顧客永不失望的供貨。,Customer loyalty is acquired through three unique elements of 7-ELEVEN: 1.the unique products which only 7-ELELVEN provides; 2. offering fresh fast food; 3. zero inventory which never disappoint customers.,13,據(jù)學(xué)生對7-Eleven物流體系的研究，

8、該便利店為確保上述顧客忠誠度所需三個(gè)要素的順利實(shí)現(xiàn)，而建立的先進(jìn)、高效的物流系統(tǒng)，可歸納為以下六個(gè)物流戰(zhàn)略要點(diǎn)：,Having conducted research on 7-ELEVEN, the following six logistics key points are concluded to maintain customer loyalty and ensure the above three factors to be carried out in order to build an advance and efficient logistics system.,14,1、區(qū)域集

9、中化戰(zhàn)略； 2、小批量進(jìn)貨策略與JIT物流； 3、建立共同配送中心； 4、集約配送、共同配送； 5、不同溫度帶物流； 6、物流差異化戰(zhàn)略。,1.Regional Centralization Strategy; 2.Economic order quantity and JIT(Just In Time) logistics 3.Establish joint distribution center 4.Implement intensive distribution and joint distribution 5.Multi-temperature logistics 6.Logistic

10、s differentiation strategy,15,圖2：7-Eleven物流體系六大物流戰(zhàn)略之間的關(guān)系圖Fig 2: relationship diagram of six strategies,16,區(qū)域集中化戰(zhàn)略是 7-Eleven物流體系中最基本的戰(zhàn)略，是其余戰(zhàn)略實(shí)施的首要前提與必要保障；,Regional Centralization Strategy is the fundamental of all other strategies of 7-ELEVEN, which provided them with prerequisite preparations;,17,小批

11、量進(jìn)貨策略與JIT物流是便利店店鋪面積偏小的必然選擇，同時(shí)也是建立共同配送中心的重要原因與必要前提；,and Economic order quantity and JIT(Just In Time) logistics is a must choice for small volume of stores, and an important reason to establish joint distribution center;,18,共同配送中心的建立，為集約配送與共同配送戰(zhàn)略、不同溫度帶物流戰(zhàn)略的實(shí)現(xiàn)鋪平了道路。,Establish joint distribution center

12、 gives a suitable environment to fulfill intensive distribution, joint distribution and Multi-temperature logistics.,19,不同溫度帶物流戰(zhàn)略是7-Eleven物流體系中一個(gè)特殊的戰(zhàn)略。 眾所周知，物流所追求的是物流成本與服務(wù)水平之間的平衡，而不同溫度帶物流戰(zhàn)略正是一個(gè)十分顯著的，以犧牲物流成本為代價(jià)來提高服務(wù)水平的戰(zhàn)略。,Multi-temperature logistics is a unique strategy of 7-ELEVENs logistics system.

13、 Its well-known that what logistics seeks is the balance of costs and service quality, however, multi-temperature logistics is a remarkable strategy which sacrifice logistics cost to improve service quality.,20,物流差異化戰(zhàn)略是與區(qū)域集中化戰(zhàn)略并列的 7-Eleven物流體系中的另一大戰(zhàn)略，隨著共同配送中心戰(zhàn)略的順利實(shí)施，這兩大戰(zhàn)略之間的有機(jī)聯(lián)系進(jìn)一步增強(qiáng)。,Differentiatio

14、n strategy, in which parallel with regional centralization strategy, is another main strategy of 7-ELEVENs logistics system; with the smooth implementation of joint distribution center, these two strategies have been further strengthened.,21,與此同時(shí)，共同配送中心的建立與順利運(yùn)行亦為物流差異化戰(zhàn)略注入了強(qiáng)烈的能量，使該戰(zhàn)略具有越來越顯著的獨(dú)創(chuàng)性與不可復(fù)制性

15、。,Meanwhile, such implementation also infused strong energy into differentiation strategy to underline its ever increasing features of uniqueness and non-replicability.,22,一般而言，物流服務(wù)是由物流系統(tǒng)作為基礎(chǔ)的，物流服務(wù)水平是物流活動(dòng)水平的體現(xiàn)，高水平的物流服務(wù)必有高水平的物流成本所支撐。,Generally Speaking, logistics services are provided on the basis of

16、 logistics system, which is also the performance of it and indicated that high quality logistics services are necessity supported by prominent logistics cost.,23,因此，為了使顧客的滿意度達(dá)到最大值，就必須尋求物流服務(wù)水平和物流服務(wù)成本之間的平衡點(diǎn)，在顧客可以接受的價(jià)格內(nèi)盡可能高的提升物流服務(wù)水平。,Therefore, in order to maximum satisfy customers, and seek for the hi

17、gh standard service level within an affordable price of public, it is essential find the balance of cost and service level.,24,在7-Eleven物流體系中： 1.區(qū)域集中化戰(zhàn)略的目的是降低物流成本； 2.小批量進(jìn)貨策略與JIT物流戰(zhàn)略的目的是降低物流成本；,In the logistics system of 7-ELEVEN： 1.regional centralization strategy aimed at decreasing costs; 2.Econom

18、ic order quantity and JIT(Just In Time) logistics aimed at decreasing costs;,25,建立共同配送中心戰(zhàn)略在降低物流成本的同時(shí)，提升了物流服務(wù)水平； 集約配送、共同配送戰(zhàn)略的目的是降低物流成本；,Establish joint distribution center on the one hand reduced costs and on the other hand, it helped to enhance service level. Implement intensive distribution and joi

19、nt distribution aimed at decreasing costs;,26,不同溫度帶物流戰(zhàn)略的目的是提高物流服務(wù)水平以及顧客滿意度； 物流差異化戰(zhàn)略歸根結(jié)底是要提升物流服務(wù)水平。,Multi-temperature logistics aimed to improve service quality and customer satisfaction. Differentiation strategy aimed at the bottom line is the enhancement of service level.,27,4.7-Eleven物流體系的啟示,4. Th

20、e message of Logistics System of 7-ELEVEN,28,中國的改革開放已經(jīng)過去了四分之一的世紀(jì)了，但是中國的特許經(jīng)營還處于摸索階段，中國的零售業(yè)，特別是便利店業(yè)還是處在一個(gè)起步的階段。,A quarter of a century has passed since Chinas the reform and open policy, however, chinas franchise business is still in groping stage. Retail market in China, especially convenience stores

21、, has only embarked on serious career.,29,雖然近年來，特許經(jīng)營的商業(yè)模式已經(jīng)有了很大的發(fā)展，但是特許經(jīng)營與便利店業(yè)相結(jié)合的做法在中國仍屬于是新鮮事物。,In recent years, although the business model of franchise has obtained more opportunities, the combination between franchise operation and convenience stores is still new to China.,30,在2001年，中國加入WTO后，我國的

22、企業(yè)獲得了飛速的發(fā)展，但是國內(nèi)企業(yè)與國際先進(jìn)外企業(yè)的差距不僅僅存在于經(jīng)營規(guī)模，關(guān)鍵是支撐營運(yùn)業(yè)務(wù)的核心技術(shù)體系，包括物流體系。,In 2001, enterprises has experienced rapid growth when China entered WTO, however, the difference between international advanced organizations is not only in operation size, but more importantly is the core technology systems support th

23、e operation which includes logistics system.,31,物流貫穿經(jīng)營業(yè)務(wù)活動(dòng)的全過程，物流環(huán)節(jié)與商店內(nèi)部經(jīng)營環(huán)節(jié)的銜接及協(xié)調(diào)狀況，直接影響企業(yè)對市場和顧客的反應(yīng)速度，影響企業(yè)的成本與效率。,Logistics runs throughout the whole process of operation activities, so the links and communications between logistics cycle and stores internal operation cycle are directly affecting e

24、nterprises response speed to customers and market, as well as costs and efficiency.,32,目前，物流體系發(fā)展的滯后已成為制約我國企業(yè)發(fā)展的重要瓶頸。 物流體系已成為發(fā)展現(xiàn)代特許商業(yè)必須解決的課題之一。,Today, the lagged development of logistics system is a main blockage interrupting the advancement strides of our enterprises. As a result, logistics system is the one of the subject must be solved to develop modern franchise business.,33,通過對7-Eleven物流體系的研究，我們可以認(rèn)識(shí)到，要打破制約我國企業(yè)發(fā)展的物流瓶頸，,Having investigated the logistics system of 7-ELEVEN, it is