基于供应链管理推进营销物流的研究

摘要

阐述了营销物流和营销物流供应链的基本概念,分析了影响物流供应链的因素并从供应链的视角对营销物流的再造进行了探讨,从其市场竞争环境分析、渠道成员状况分析、设计项目分析、设计目标分析等几个方面规划了营销物流供应链流程再造的基本框架结构,最后结合营销物流供应链管理的相关理论知识对青岛啤酒的营销物流供应链运作模式和效果进行了案例剖析和研究.%In this paper, we first elaborated on the basic concepts of marketing logistics and marketing logistics supply chain, then analyzed the factors influencing the logistics supply chain and discussed the reengineering of the marketing logistics from the perspective of the supply chain. Then we laid out the basic framework of the process reengineering of the marketing logistics from the aspects of market competition, channel member status, project objective and plan, etc., and finally we carried out a case study on Tsingtao Brewery.