提升企业营销供应链竞争力的物流管理策略研究

摘要

首先分析了营销供应链物流内涵和营销供应链竞争力构成因素等,接着介绍了企业营销供应链物流管理体系的层次结构和框架模型,从系统实体模型、战略过程模型、管理单元模型和作业活动模型四个方面进行了分析,最后从战略全局化管理、核心化管理、技术化管理、信息化管理、柔性化管理以及虚拟化集成管理等方面,提出了提升企业营销供应链竞争力的物流管理创新的建议和对策.%In this paper we first analyzed the basic concepts of marketing supply chain logistics and composing factors of marketing supply chain competitivity, then introduced the hierarchical structure and framework model of the enterprise marketing supply chain logistics management system, analyzed it on the aspects of system ontology, strategic process, management unit and operational activity, etc. and finally proposed suggestions and countermeasures to improve the competitivity of enterprise marketing supply chains.