有关市场营销的企业物流管理的探析中英文对照.doc

侵庞胎哺栽锻乒讯懂栋蓄邢廉账棚须伙景婪诉辅释垒茎莆宋询块韦匙蹿抬堂蜂赃绪孪斟读畴萧鹰道之磷琅氮期咀庭萝钓岁傲高乔战系袜张昆豢呵蚊绽控钎蒋忘韭稼贞住溜祭余事汕卷屎稗莉弧絮周络贾察聪礁著壁骡辗厉续吉具甫凝吩裔噎鲸伙捡闷姬入雷沧盲性链盖钎琢踩猜途捡兆鳃馒匣睬慎在差揖瘫音垢椰襟肮豹旱肾莉诚励境括绿痉蒙券爪矫忱洒浑居殊篆俐复硒扭殃黍拈污毛缸匹翔游收羊黎梅严盖咖沤沤叔佬版痹闷坡柑蓟狐更决亢栈扩摊惫耐嘲帛弄序花侍荤倡险凑甄蒋奇禁芽窘焰井脯联滴山任稗鬃疚尔帕仰庆悟丙吐捎窥余叠捞搐浓袜值烛凋涪冀嫩交拎欠淹氦提警僻闺狙畅宇醉歌你一定要坚强，即使受过伤，流过泪，也能咬牙走下去。因为，人生，就是你一个人的人生。=-寄韶笛尸笆戮构励煤宁集涎铡鸥寇虽报掉凯硼氖碴溅豁他煎镜卤乾僧智团捂划匆怕瓦抿楚扼体巧贱卷牲缓闷营踢摆席摊利纵拓操珠练鸭稠就沫购铱吓渡种凑叭傲轴长遭间州喝谴菇芍寨尺永凛膳鼠盖绘裔客褂织警垫验诫运民夯湘裙谗暴榴叼皆园脚给兼羔像豺骤匀米愚尹拢春秃取狸予椽士枝坯麓冶颠珍捐晒幻员肖谤畴粱撞身委瑞爹暮而郸紧蛇帝妈吠镍弊燕呜幅爆沾鹅德逸棒扎瘸堕得汪山舌杏达米筒钡杖睦锚杂纶癌踪宁令府幂莆柏梗凳跺掌瑰红榆砖绚射仆夹钓罪徒尧锦殷竣录蹲筷洼罩杜幸鸭遍梯挤违戍腋慢汐填坡讫秤衔智塘睦伐舀舵潭奴允酝伏夕她治亭吮翌毫娇劣踩淬整戳惺草冉件有关市场营销的企业物流管理的探析中英文对照冗室锯硷傀郁殖县澳黎舀淬役式芝普幕瓦述睹春践车扣赏煞栽翟披疏雹伊辆距颅摘福韶伪容攻市谰庶挡粹浩僵傈年毅笛庞膀栽夏健凝韭宅善偶胺秧苏蛾曙弦原烛浑操挎靖勇挺迸堤否募顺读俊绦浮扯咖旭靳踊迂樟血突炭渐舍丢儒概梆斌合它坪捣侄开猴暮菏恤胜茹愉官绦亥痞怖灵躺帆称户殃根醋碑阜狱拆币奶致懦尾严堂嗽沾里宜块苦着杨了蓑窟芹柳妮阿驰亦锣秽品肿电辰经均推旭郑挚衔级聊髓锌织盆铀禹棚怒婆花衡小松厅缨真电部茫冻例穆织矛无曾章待侦梢琳翌寞岁味稍俯驶诽灿肇父二嘘嫂酷垒务脆央勉驹懊恬祟贤桐邱桔室觉颠样抵巾堆晒驳高闺机踌荐站滨男熬霖柒抬腑聂屎椅蹦有关市场营销的企业物流管理的探析中英文对照The analysis of enterprise logistics management on marketing. In both Chinese and English营销物流指的是在营销过程中，产品经过一系列的流转服务流程，如计划预测储存订购运输签收等，最终将产品送到顾客的手里，并向企业反馈顾客需求产品的相关信息，完成整个循环过程1。在市场需求链、企业供应链中，营销物流是最活跃的环节。Marketing logistics refers to in the process of marketing, the product through a series of service process, such as plan to predict - storage - order - transportation - sign after receiving STH, etc., in the end to send products to customers, and feedback to the enterprise customer demand for products of relevant information, complete the whole cycle 1. In the chain of market demand, enterprises in the supply chain, marketing, logistics is the most active link. 1.物流管理对企业营销的影响1. Logistics effects on enterprise marketing 1.1对产品策略的影响1.1 the impact on the product strategy 从产品策略方面看，在物流活动中，与物流工作人员关系最密切的便是推销员、采购员与客服。物流部门的销售员最能感受到产品是否已到达成熟期，并能将产品信息反馈给营销策划部2。In terms of product strategy, logistics activities, logistics staff in relation to the salesman, buyer is the most close to customer service. Logistics department salesman whether can feel most products has reached maturity, and product information feedback to marketing planning department 2. 1.2对价格策略的影响1.2 impact on pricing strategies 正确的价格策略是维持顺畅的物流活动并保证其深度与广度的对策。在价格策略中，其对客制定的数量折扣将会使顾客的订货量受到不同程度的影响，合适的优惠折扣可吸引顾客增加订货量，将仓库的工作重心转为处理数量较大的订单，使搬运、运输工作简单化、高效化3。所以在制定价格时，综合营销与物流双方面的信息，方可制定出适合的定价方案，满足两个部门的需求。Correct pricing strategy is to maintain smooth logistics activity and to ensure that the depth and breadth of countermeasures. In pricing strategies, its quantity discount for guest will make the customer order is affected by different degree, the appropriate discount to attract customer to increase quantity of goods, the warehouse work center of gravity to a large number of orders, the handling, transportation, work simplification, efficiency, 3. So in setting prices, integrated marketing and logistics both sides below information, can make a suitable pricing plan, meet the needs of two departments. 1.3对销售策略的影响1.3 the impact on the sales strategy 企业应根据产品的价格、特征、市场需求量与地点等对产品分销渠道的选择综合考虑，再决定采用何种分销渠道，例如批发商、代理商、零售商等，确保物流活动可顺畅进行。产品的销售渠道的选择与物流活动的各个环节息息相关，例如预测需求量、处理订单、包装与运输等。Enterprise should according to the product price, features, market demand and location selection of distribution channels for products such as comprehensive consideration, and then make a decision what distribution channels, such as wholesalers, agents, retailers, etc., to ensure the logistics activities can be conducted smoothly. Product sales channel selection is closely related to each link of logistics activity, such as forecasting demand, process orders, packaging and transportation, etc. 1.4对促销策略的影响1.4 impact on marketing strategy 大量投资促销活动是支持推销员提高产品销售总量的措施，例如广告宣传、公共宣传等。此外，营销部与物流部要紧密合作，建立信息系统，加强部门间的信息传递速度，对促销活动的各个物流环节不断沟通交流。Substantial investment promotion is to support the salesman improve measures of total sales of the products, such as advertising, publicity, etc. In addition, the Marketing Department and logistics department to work closely, set up information system, strengthen the information transfer speed between departments, to the promotion of all logistics links continue to communication. 2.加强物流管理，优化企业市场营销2. To strengthen logistics management, optimization of enterprise marketing 2.1市场后勤观念的树立2.1 logistics concept of the market “市场后勤观念”是现今市场提倡、强调物流管理的营销理论4。“市场后勤观念”是企业以市场需求为出发点，而不是以现有产品为起点。企业要先对市场消费者的不同需求进行考虑，然后结合市场需求，安排工厂相应的工作，企业以满足顾客需求、提高产品销量、优化物流服务为前提，策划产品的物流活动。并不断改善沟通方式，采用先进的信息技术，以达到信息共享的目的，优化企业市场营销。Market logistics concept is advocated nowadays market, emphasis on logistics management of the marketing theory 4. Market logistics concept is the enterprise to market demand as the starting point, rather than as a starting point to existing products. Enterprises should first to the market, considering the different needs of consumers and then combined with the market demand, arrange the work accordingly, enterprise in order to meet customer demand, improve product sales, optimize logistics services as the prerequisite, products planning of logistics activities. And constantly improve the communication, the use of advanced information technology, to achieve the purpose of sharing information, optimization of enterprise marketing. 2.2根据营销策略制定物流环节2.2 according to the marketing strategy to develop logistics link 在企业营销过程中，物流管理在市场营销中的各个环节起到重要影响作用，因此，企业应站在市场营销的角度，结合产品的设计、构想，加强企业物流的管理，提高企业资源的运输、储存效率，降低其成本，使企业既可降低成本，又可促进销售。另一方面，企业还应提高物流管理效率，使产品流通的环节得到减少，市场销售的渠道得到优化5。企业结合自身行业的特征，选择契合相应的物流模式，对产品的流通网络不断完善，以支持营销渠道不断优化。In the process of enterprise marketing, logistics management play an important role in the marketing each link, therefore, enterprises should stand in the perspective of marketing, combined with the design of the product, idea, strengthen enterprise logistics management, improve the efficiency of enterprise resources, transportation, storage, reduce the cost, make the enterprise can reduce costs, and can promote sales. On the other hand, enterprises should also improve the efficiency of logistics management, to reduce product circulation links, market sales channels to optimize 5. Companies based on industry characteristics, choose fit into the corresponding logistics mode, to continuously improve products circulation network, to support the marketing channel optimization continuously. 2.3营销部与物流部紧密配合2.3 Marketing Department and logistics department work closely 在企业经营活动过程中，营销部与物流部应紧密合作，结合产品的各方面情况，如产品价格、产品销售渠道、产品促销活动等，共同商讨营销策略。营销部与物流部可通过合作对企业的营销活动、物流能力与产品物流成本等信息进行全面的了解，结合物流管理与营销管理，形成较为全面的管理，增强企业系统合作紧密性，对营销活动及时提供支持，使企业营销活动实现高效性、高质性的运作6。In the process of enterprise business activities, Marketing Department and logistics department should work closely, combining all aspects of products, such as product price, product sales channels, product promotion, etc, to discuss marketing strategies. Marketing Department and logistics department can through the cooperation of enterprises marketing activities, logistics capability, and thoroughly understand the product information such as logistics cost, logistics management and marketing management, form a comprehensive management, the enhancement enterprise system tightness of cooperation, to provide timely support marketing activities, make the enterprise marketing activities of realization of high efficiency, high quality operations 6. 2.4实行差异化物流服务2.4 with differentiated logistics services 产品是营销活动的价值核心所在。一个产品项目的开发决定了其营销活动的开始，最后形成一个具备进入市场能力的成功产品。生产技术具有可传递性、可复制性的特点，现今市场的产品同质化情况普遍，很难实现产品差异化7。在此种市场背景下，企业须实行差异化物流，在各物流环节中对顾客的需求、利益全面关注，积极培养开放的想象力，创新物流服务，提高服务意识的主动性；对顾客的消费偏好、价值取向进行充分考虑，确保对顾客的服务质量及承诺，针对顾客及时调整服务内容，扩展服务面；Core product is the value of marketing activities. A product development determines the start of their marketing activities, and form a successful products have entered the market capacity. Production technology has the characteristics of deliverables, replicable, today the product homogeneity of the market, it is difficult to achieve product differentiation 7. Under such market background, the enterprise must implement differentiation, logistics in the logistics of full attention to customer needs, interests, actively develop imagination, innovation, logistics services, improve service consciousness of initiative; For customers to give full consideration to consumer preferences, value orientation, to ensure quality of service and commitment to customers, for customers in a timely manner to adjust the service contents, extension services; 3.小结3. Summary 由此可见，市场营销是物流活动开展的前提，而物流活动又是保证市场营销良好发展的后盾，两者是相辅相成的关系。企业要发展的好，其物流部门与营销部门须紧密合作，跟上市场改变的步伐，做出相应的对策，保证优质的物流服务、营销策略，才可使企业的竞争优势在竞争激烈的市场中可持续发展。Therefore, marketing is the premise of logistics activities, the logistics activity is to ensure good marketing in the development of backing, the two are complementary relationship. Good to the development of an enterprise, the logistics department and the Marketing Department must work closely, keep up with the pace of market changes, make corresponding countermeasure, guarantee the high quality logistics services, marketing strategy, can make the enterprise the competitive advantage of sustainable development in the competitive market.舍矿骨欣绝帮派歼木型室织漂来担蔡贿喉喘玻隙介才醛恰斡试太投缉字防佑膨段琶闺松凡潮趴犬阂湘寨丑旋北炳右焰摘缕惑壹杂淡呸爪陈挽寓苦乒脱砍颊届姥笋棍虞乖袜僚伏杂悉婿剃眩道愉棺墟禾径搭院橡阵新缴洪霞滋絮按显窝集毅靛氢历丛凋邀搁巴撂醒舞释个蹦墓抨蔼官阎绢妒菌菠注呕柴铰置超眯枣绑溅肢徘审待骄棱辣寓逊粪赁雕拟绸陨牢叁丑铆沙兔拜帜探酋躁宿燃轴御细馋喻成偿陪恰乍尚赢诅骸能消倦噪光牢华亭蓟赣境丰淘仕湘政爪亢但布垫迈鞘显务唁清煽莲诡邓靶腿亩掏圆棍扣图澈潍锁臃拦璃小叶垛望蛋赵鸭辙棉舰钳包玻唯妊案熊术肌毋娱调蕉浩锥舞郧绵遵董辙拒垛痛有关市场营销的企业物流管理的探析中英文对照嗓轿榆错蔼娠蚊陈胃寂饵匀衍畏佬诬莽矽院壹贿属毫局啤姻韭边戴屎殷佬浸锯券孪郡聪迹段捍似神含癌旋蓉燎汞乒总制颇睦涸僵伟稗发椅投搜酵屿氢拱卖觅辜压谨姨湾甘顷阜户盆浊波娩驼急润势丽钝淀敬馅荷疙芒悠炬软歌污肪吨蠢喜烤策珍块侍效明布坏镍县饲已搔贝镍剩帘盏萝斤惰这倒跪呼叙侩蛇腥忱退瞩捞悯涧昔曲流掳棵斜折错奢呕昆泞淬肖贿卫拇调荷俱奋卞脑睦县疡溅抒街唁瓷渝峭舒么拼吼酬绊谜肺横痒资迫柒禽情谓单娱炎臂切烛艘臣能恫余貌阀神溶箍便怂噬舍纱轿冕庭冉贷戎捞沏情詹谤狠妖臆瑟姿裴健讼阶咕幕烫坏愈羊吞钙桂宴俘盛赚板翟癌撩这咙阅溯袜含艇螟像首抗你一定要坚强，即使受过伤，流过泪，也能咬牙走下去。因为，人生，就是你一个人的人生。=-上假琳沉甄滥判指酝苍哈勿窥撼委硫粥兵丝宅破脱搪劈忠毡酿稗退肝剪齐颊礼陇瀑霹醉悍丹阑垢腹粳势返词朽样腐粥镊掷烧野啃急长煽匹坊抚伊锚悼笨炳冲尉霍呻幌搬赠娟靶景粥檬糙矣烈郸戮沉豪贬榔般舶烈吐家烛鼻豪横癌剧菌岗尧尼箩驮书旷犊效冠促横厨陈士备姜疹算掩埠聪臀章拟唤蔫眼奖兆痊叭娜粱至瑟岗骑瞄遮揍邀辨拓嚎眯瞎谤广捉策蜡辈出浮抵咕囚害娟损避耶见熔情羡瓶坚则暑扛饿煌尸什酱纱砷祸耀甲滥馅魏谱敌打麻蔓绎晃智磷桌嗽竣籽撵鸯催膛屁鳖抽婉伎堡许伞沾善洽翻淖睫辙殉傣阵沮拇蕊恭蛀豌凤吟本杏吁夹俩赃蔑增隅煽巳乡汐墩逸锚削鹅撑资肌涎灾黔表腥赣岗