物流概述（一）：企业内部的物流关系（企业内部物流的重要意义）

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“物流概述（一）：企业内部的物流关系”

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" Logistics Overview (1) : the logistics relationship within the enterprise "

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一、财务 finance

财务人员通常负责将企业有限的资金分配给各业务部门所申请的项目。所以财务部门会影响物流的资金预算决策。

Finance personnel are usually responsible for allocating the limited funds of the enterprise to the projects applied for by the various business units. Therefore, the financial department will affect the capital budget decision of logistics.

财务部门将对物流搬运设备（如叉车）、包装设备（如收缩包装机）的购进有很大影响；如果已经决定获取设备，财务部门还可以决定是购买还是租用相关设备。

The finance department will have a great impact on the purchase of logistics handling equipment (such as forklifts) and packaging equipment (such as shrink packaging machines). If the decision has been made to acquire the equipment, the finance department can also decide whether to buy or rent the equipment.

财务部门通常使用资金成本和价值来衡量库存，而物流部门倾向于用库存单位来衡量库存。这也是企业面临的一大挑战，如何选用合适的方法作为衡量库存价值的指标。

Finance departments typically use cost of capital and value to measure inventory, while logistics departments tend to measure inventory in stock keeping units. This is also a big challenge for enterprises, how to choose the appropriate method as an indicator of inventory value.

二、生产 Production

生产和物流最大的联系在生产批量上，生产人员希望生产批量更大一些，以此将固定成本分摊给更多的产品，从而降低单位生产成本；而物流人员需要对产品进行储存和跟踪，如果生产批量过大就会造成产品的过量库存，增加库存持有成本。这就需要生产人员和物流人员相互合作。

The biggest connection between Production and logistics is in the production batch. The production staff hopes to produce a larger batch so as to allocate the fixed cost to more products and reduce the unit production cost. Logistics personnel need to store and track products, if the production batch is too large, it will cause excessive inventory of products, increase the cost of inventory holding. This requires production and logistics personnel to cooperate with each other.

延迟思想（将组装、生产、包装等增值活动推迟到尽可能晚的时间）的广泛应用也影响了生产和物流间的关系。比如一些增值活动（如装箱、箱子贴标）以前在生产车间进行的，现在却在仓库设施中完成。

The widespread application of the idea of deferral (postponing value-added activities such as assembly, production, and packaging until as late as possible) has also affected the relationship between production and logistics. For example, some value-added activities (such as packing, box labeling) that were previously performed on the production floor are now done in warehouse facilities.

三、营销 Marketing

当代营销非常强调顾客满意度，物流策略可以通过降低产品成本来提高顾客满意度，也是许多企业创造竞争优势的一个途径。以下关于物流和营销关系的讨论将集中在营销的4P（地点、价格、产品和促销）组合上。

Contemporary marketing attaches great importance to customer satisfaction. Logistics strategy can improve customer satisfaction by reducing product cost, and it is also a way for many enterprises to create competitive advantages. The following discussion of the relationship between logistics and marketing will focus on marketing's 4P (location, price, product, and promotion) combination.

1.地点决策 Location decision

地点决策涉及两种类型的网络：物流网络和营销渠道网络。物流决策考虑如何以最有效的方式在产地到销售地之间移动和储存产品。

Location decisions involve two types of networks: logistics networks and marketing channel networks. Logistics decisions consider how to move and store products in the most efficient way from place of origin to place of sale.

从营销角度看，地点决策可能还涉及吸引顾客的新策略。当今比较流行的营销策略是联合品牌，它指在同一个地点顾客可以购买来自两个或多个品牌零售商的产品。比如位于万豪酒店内的星巴克咖啡店等等。从物流角度来看，涉及向各个零售商送货的决策例如，是应当每个联合品牌方各自送货，还是联合品牌各方拼装运输以使到各个零售区位的运输次数最少。

From a marketing perspective, location decisions may also involve new strategies to attract customers. One of the most popular marketing strategies today is co-branding, which allows customers to buy products from two or more branded retailers in the same location. Such as the Starbucks coffee shop located in the Marriott hotel and so on. From a logistics perspective, decisions involving deliveries to individual retailers, such as whether each co-branded party should deliver individually or whether the co-branded parties should assemble shipments to minimize the number of shipments to each retail location.

2.价格决策 Price decision

营销人员需要做出一项与价格相关的关键决策是：如何将产品的运输成本反应到售价中。除运输因素外，物流管理者在产品定价方面也发挥着重要作用，他们了解提供各种不同水平顾客服务的成本；由于批量越大，单位配送成本越低，因此物流管理者也能帮助制定企业的数量折扣定价政策。

One key price-related decision marketers need to make is how to factor the cost of shipping a product into the selling price. In addition to transportation factors, logistics managers also play an important role in product pricing, and they understand the costs of providing various levels of customer service; Since the larger the volume, the lower the unit distribution cost, the logistics manager can also help formulate the company's volume discount pricing policy.

3.产品决策 Product decision

在产品决策方面，不仅有着前面提到的产品数量和库存之间的挑战。另一方面，产品设计通常是营销人员的职责范围，但是也对物流的效果和效率产生了重要影响。

When it comes to product decisions, there are not only the aforementioned challenges between product quantity and inventory. On the other hand, product design is usually the responsibility of marketers, but also has a significant impact on the effectiveness and efficiency of logistics.

4.促销决策 Promotional decisions

许多促销决策都需要营销和物流紧密结合。其中涉及的一个重要问题就是大力广告宣传的产品的可获性。没有什么比促销活动中产品缺货带来的信誉损失更大；此外新品促销也要物流人员将产品准备到位。

Many promotional decisions require a close combination of marketing and logistics. An important issue involved is the availability of heavily advertised products. There is no greater loss of credibility than when products are out of stock in a promotion; In addition, new product promotion also requires logistics personnel to prepare products in place.

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文案|罗姗

排版|罗姗

审核|yue

参考资料：有道翻译，物流学

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