ELEVEN特許經(jīng)營(yíng)便利店物流體系介紹

7-ELEVEN特許經(jīng)營(yíng)便利店物流體系研究

Researchonthelogisticssystemof7-ELEVENfranchiseconveniencestores北京師范大學(xué)珠海分校BeijingNormalUniversityZhuHaiCampus

特許經(jīng)營(yíng)學(xué)院學(xué)生SeniorofInternationalFranchiseAcademy張毓輝YuHuiZhang

11.前言1.Foreword27-ELEVEN便利店,采用特許經(jīng)營(yíng)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-ELEVENconveniencestores,ownsthelargestretailingnetworkintheworld,whoseachievementisanexemplarofconveniencestores.BytheendofMarch2004,7-ELEVENhadopened27,000storesintheworld

3作為全球最為出色的特許經(jīng)營(yíng)企業(yè)之一，7-Eleven便利店取得的輝煌業(yè)績(jī)，除了其先進(jìn)的經(jīng)營(yíng)方式與獨(dú)特的品牌營(yíng)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)。Asoneofthemostdistinctiveenterpriseintheworld,7-ELEVENhaswonatremendoussuccessinthefiled.Exceptitsadvancedandspecialoperationstrategies,astrongsupportingsystemisanotherimportantfactorofitsrapiddevelopment.4希望通過(guò)學(xué)生對(duì)7-Eleven便利店物流體系的深入研究，能為中國(guó)的便利店業(yè)以及特許經(jīng)營(yíng)企業(yè)的物流體系發(fā)展，帶來(lái)可以借鑒的經(jīng)驗(yàn)。ThepaperisexpectedtogivereferentialexperiencestoChina'sconveniencestorebusinessandfranchiseenterprisebyexaminingthelogisticsstructureof7-ELEVEN.52.7-Eleven的目標(biāo)顧客與商品構(gòu)成

2.7-ELEVEN’sCustomersand

StructureofMerchandise6從全球范圍來(lái)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(duì)象，提供各種社區(qū)服務(wù)功能。

Ontheworldwidescale,7-ELEVENdefinedprimaryserviceobjectsasyoungpeopleandhighincomegroupsprovidedthemwithdiversecommunityservices.77-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。Customerclassificationof7-ELEVENhasinfluencesonchoosingcategoryofproductandaffectslogisticssystemstructure.8圖1：7-Eleven店面銷售商品結(jié)構(gòu)

Fig1:7-ELEVENStructureofmerchandise93.7-Eleven的物流戰(zhàn)略體系

3.ThelogisticsStrategySystem

of7-Eleven107-Eleven特特許經(jīng)營(yíng)總總部的戰(zhàn)略略經(jīng)營(yíng)目標(biāo)標(biāo)是使7-Eleven所所有加盟單單店成為““周圍居民民信賴的具具有忠誠(chéng)度度的店鋪””。Themarketingstrategyof7-ELEVENheadquarterisendeavoringtohelpall“franchisee”outletstowinthetitleof“themosttrustableCVSaroundcitizens”.117-Eleven便便利店是通通過(guò)以下三三個(gè)要素來(lái)來(lái)實(shí)現(xiàn)其忠忠誠(chéng)度的：：1、只有在在7-Eleven能夠買(mǎi)到到的獨(dú)特商商品；2、提供高高新鮮度的的快餐食品品；3、零缺貨貨，即使顧顧客永不失失望的供貨貨。Customerloyaltyisacquiredthroughthreeuniqueelementsof7-ELEVEN:1.theuniqueproductswhichonly7-ELELVENprovides;2.offeringfreshfastfood;3.zeroinventorywhichneverdisappointcustomers.12據(jù)學(xué)生對(duì)7-Eleven物物流體系的的研究，該該便利店為為確保上述述顧客忠誠(chéng)誠(chéng)度所需三三個(gè)要素的的順利實(shí)現(xiàn)現(xiàn)，而建立立的先進(jìn)、、高效的物物流系統(tǒng)，，可歸納為為以下六個(gè)個(gè)物流戰(zhàn)略略要點(diǎn)：Havingconductedresearchon7-ELEVEN,thefollowingsixlogisticskeypointsareconcludedtomaintaincustomerloyaltyandensuretheabovethreefactorstobecarriedoutinordertobuildanadvanceandefficientlogisticssystem.131、區(qū)域集集中化戰(zhàn)略略；2、小批量量進(jìn)貨策略略與JIT物流；3、建立共共同配送中中心；4、集約配配送、共同同配送；5、不同溫溫度帶物流流；6、物流差差異化戰(zhàn)略略。1.RegionalCentralizationStrategy;2.EconomicorderquantityandJIT(JustInTime)logistics3.Establishjointdistributioncenter4.Implementintensivedistributionandjointdistribution5.Multi-temperaturelogistics6.Logisticsdifferentiationstrategy14圖2：7-Eleven物流流體系六大大物流戰(zhàn)略略之間的關(guān)關(guān)系圖Fig2:relationshipdiagramofsixstrategies7-Eleven物流體系7-ElevenLogisticsSystem區(qū)域集中化戰(zhàn)略RegionalCentralizationStrategy小批量進(jìn)貨策略與JIT物流EconomicorderquantityandJIT(JustInTime)logistics

建立共同配送中心JointDistributionCenter物流差異化戰(zhàn)略DifferentiationStrategy集約配送、共同配送Intensivedistributionandjointdistribution不同溫度帶物流Multi-temperaturelogistics15區(qū)域集中化化戰(zhàn)略是7-Eleven物物流體系中中最基本的的戰(zhàn)略，是是其余戰(zhàn)略略實(shí)施的首首要前提與與必要保障障；RegionalCentralizationStrategyisthefundamentalofallotherstrategiesof7-ELEVEN,whichprovidedthemwithprerequisitepreparations;16小批量進(jìn)貨貨策略與JIT物流流是便利店店店鋪面積積偏小的必必然選擇，，同時(shí)也是是建立共同同配送中心心的重要原原因與必要要前提；andEconomicorderquantityandJIT(JustInTime)logisticsisamustchoiceforsmallvolumeofstores,andanimportantreasontoestablishjointdistributioncenter;17共同配送中中心的建立立，為集約約配送與共共同配送戰(zhàn)戰(zhàn)略、不同同溫度帶物物流戰(zhàn)略的的實(shí)現(xiàn)鋪平平了道路。。Establishjointdistributioncentergivesasuitableenvironmenttofulfillintensivedistribution,jointdistributionandMulti-temperaturelogistics.18不同溫度帶帶物流戰(zhàn)略略是7-Eleven物流體體系中一個(gè)個(gè)特殊的戰(zhàn)戰(zhàn)略。眾所周知，，物流所追追求的是物物流成本與與服務(wù)水平平之間的平平衡，而不不同溫度帶帶物流戰(zhàn)略略正是一個(gè)個(gè)十分顯著著的，以犧犧牲物流成成本為代價(jià)價(jià)來(lái)提高服服務(wù)水平的的戰(zhàn)略。Multi-temperaturelogisticsisauniquestrategyof7-ELEVEN’’slogisticssystem.It’swell-knownthatwhatlogisticsseeksisthebalanceofcostsandservicequality,however,multi-temperaturelogisticsisaremarkablestrategywhichsacrificelogisticscosttoimproveservicequality.19物流差異化化戰(zhàn)略是與與區(qū)域集中中化戰(zhàn)略并并列的7-Eleven物物流體系中中的另一大大戰(zhàn)略，隨隨著共同配配送中心戰(zhàn)戰(zhàn)略的順利利實(shí)施，這這兩大戰(zhàn)略略之間的有有機(jī)聯(lián)系進(jìn)進(jìn)一步增強(qiáng)強(qiáng)。Differentiationstrategy,inwhichparallelwithregionalcentralizationstrategy,isanothermainstrategyof7-ELEVEN’slogisticssystem;withthesmoothimplementationofjointdistributioncenter,thesetwostrategieshavebeenfurtherstrengthened.20與此同時(shí)，，共同配送送中心的建建立與順利利運(yùn)行亦為為物流差異異化戰(zhàn)略注注入了強(qiáng)烈烈的能量，，使該戰(zhàn)略略具有越來(lái)來(lái)越顯著的的獨(dú)創(chuàng)性與與不可復(fù)制制性。Meanwhile,suchimplementationalsoinfusedstrongenergyintodifferentiationstrategytounderlineitseverincreasingfeaturesofuniquenessandnon-replicability.21一般而言，，物流服務(wù)務(wù)是由物流流系統(tǒng)作為為基礎(chǔ)的，，物流服務(wù)務(wù)水平是物物流活動(dòng)水水平的體現(xiàn)現(xiàn)，高水平平的物流服服務(wù)必有高高水平的物物流成本所所支撐。GenerallySpeaking,logisticsservicesareprovidedonthebasisoflogisticssystem,whichisalsotheperformanceofitandindicatedthathighqualitylogisticsservicesarenecessitysupportedbyprominentlogisticscost.22因此，為了了使顧客的的滿意度達(dá)達(dá)到最大值值，就必須須尋求物流流服務(wù)水平平和物流服服務(wù)成本之之間的平衡衡點(diǎn)，在顧顧客可以接接受的價(jià)格格內(nèi)盡可能能高的提升升物流服務(wù)務(wù)水平。Therefore,inordertomaximumsatisfycustomers,andseekforthehighstandardservicelevelwithinanaffordablepriceofpublic,itisessentialfindthebalanceofcostandservicelevel.23在7-Eleven物流體系系中：1.區(qū)域集集中化戰(zhàn)略略的目的是是降低物流流成本；2.小批量量進(jìn)貨策略略與JIT物流戰(zhàn)略略的目的是是降低物流流成本；Inthelogisticssystemof7-ELEVEN：1.regionalcentralizationstrategyaimedatdecreasingcosts;2.EconomicorderquantityandJIT(JustInTime)logisticsaimedatdecreasingcosts;24建立共同配配送中心戰(zhàn)戰(zhàn)略在降低低物流成本本的同時(shí)，，提升了物物流服務(wù)水水平；集約配送、、共同配送送戰(zhàn)略的目目的是降低低物流成本本；Establishjointdistributioncenterontheonehandreducedcostsandontheotherhand,ithelpedtoenhanceservicelevel.Implementintensivedistributionandjointdistributionaimedatdecreasingcosts;25不同溫度帶帶物流戰(zhàn)略略的目的是是提高物流流服務(wù)水平平以及顧客客滿意度；；物流差異化化戰(zhàn)略歸根根結(jié)底是要要提升物流流服務(wù)水平平。Multi-temperaturelogisticsaimedtoimproveservicequalityandcustomersatisfaction.Differentiationstrategyaimedatthebottomlineistheenhancementofservicelevel.264.7-Eleven物流體體系的啟示示4.ThemessageofLogisticsSystemof7-ELEVEN27中國(guó)的改革革開(kāi)放已經(jīng)經(jīng)過(guò)去了四四分之一的的世紀(jì)了，，但是中國(guó)國(guó)的特許經(jīng)經(jīng)營(yíng)還處于于摸索階段段，中國(guó)的的零售業(yè)，，特別是便便利店業(yè)還還是處在一一個(gè)起步的的階段。AquarterofacenturyhaspassedsinceChina’sthereformandopenpolicy,however,china’sfranchisebusinessisstillingropingstage.RetailmarketinChina,especiallyconveniencestores,hasonlyembarkedonseriouscareer.28雖然近年來(lái)來(lái)，特許經(jīng)經(jīng)營(yíng)的商業(yè)業(yè)模式已經(jīng)經(jīng)有了很大大的發(fā)展，，但是特許許經(jīng)營(yíng)與便便利店業(yè)相相結(jié)合的做做法在中國(guó)國(guó)仍屬于是是新鮮事物物。Inrecentyears,althoughthebusinessmodeloffranchisehasobtainedmoreopportunities,thecombinationbetweenfranchiseoperationandconveniencestoresisstillnewtoChina.29在2001年，中國(guó)國(guó)加入WTO后，我我國(guó)的企業(yè)業(yè)獲得了飛飛速的發(fā)展展，但是國(guó)國(guó)內(nèi)企業(yè)與與國(guó)際先進(jìn)進(jìn)外企業(yè)的的差距不僅僅僅存在于于經(jīng)營(yíng)規(guī)模模，關(guān)鍵是是支撐營(yíng)運(yùn)運(yùn)業(yè)務(wù)的核核心技術(shù)體體系，包括括物流體系系。In2001,enterpriseshasexperiencedrapidgrowthwhenChinaenteredWTO,however,thedifferencebetweeninternationaladvancedorganizationsisnotonlyinoperationsize,butmoreimportantlyisthecoretechnologysystemssupporttheoperationwhichincludeslogisticssystem.30物流貫穿經(jīng)經(jīng)營(yíng)業(yè)務(wù)活活動(dòng)的全過(guò)過(guò)程，物流流環(huán)節(jié)與商商店內(nèi)部經(jīng)經(jīng)營(yíng)環(huán)節(jié)的的銜接及協(xié)協(xié)調(diào)狀況，，直接影響響企業(yè)對(duì)市市場(chǎng)和顧客客的反應(yīng)速速度，影響響企業(yè)的成成本與效率率。Logisticsrunsthroughoutthewholeprocessofoperationactivities,sothelinksandcommunicationsbetweenlogisticscycleandstore’sinternaloperationcyclearedirectlyaffectingenterprises’’responsespeedtocustomersandmarket,aswellascostsandefficiency.31目前，物流流體系發(fā)展展的滯后已已成為制約約我國(guó)企業(yè)業(yè)發(fā)展的重重要瓶頸。。物流體系已已成為發(fā)展展現(xiàn)代特許許商業(yè)必須須解決的課課題之一。。Today,thelaggeddevelopmentoflogisticssystemisamainblockageinterruptingtheadvancementstridesofourenterprises.Asaresult,logisticssystemistheoneofthesubjectmustbesolvedtodevelopmodernfranchisebusiness.32通過(guò)對(duì)7-Eleven物流流體系的研研究，我們們可以認(rèn)識(shí)識(shí)到，要打打破制約我我國(guó)企業(yè)發(fā)發(fā)展的物流流瓶頸，Havinginvestigatedthelogisticssystemof7-ELEVEN,itisclearthatontheroadtobreakthebottleneckwhichconstraintthedevelopmentofourenterprises,33就必須從區(qū)區(qū)域集中化化戰(zhàn)略、小小批量進(jìn)貨貨策略與JIT物流流、共同配配送中心、、集約配送送與共同配配送、不同同溫度帶物物流、物流流差異化戰(zhàn)戰(zhàn)略這六大大方面進(jìn)行行綜合考慮慮。wemustcomprehensivelyregardfromsixaspectsconsistingofthestrategyofregionalcentralization,economicorderquantityandJIT(JustInTime)logistics,jointdistributioncenter,intensivedistributionandjointdistribution,multi-temperaturelogistics,logisticsdifferentiationstrategy.34依據(jù)不同企企業(yè)經(jīng)營(yíng)的的特點(diǎn)與中中國(guó)的實(shí)際際國(guó)情，以以降低物流流配送成本本，提高流流通整體效效益，增加加企業(yè)利潤(rùn)潤(rùn)為最終目目的，構(gòu)建建出具有企企業(yè)個(gè)性的的獨(dú)特物流流體系。Accordingtodifferencefeaturesofenterpriseoperationandchina’sidentity,theultimateobjectiveofestablishingauniquelogisticssystemforenterprisesisaimedtoreducedistributecostandboostentireefficiencyandprofit.359、靜夜四四無(wú)鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Sunday,January1,202310、雨中黃葉樹(shù)樹(shù)，燈下白頭頭人。。20:53:3120:53:3120:531/1/20238:53:31PM11、以我獨(dú)沈久久，愧君相見(jiàn)見(jiàn)頻。。1月-2320:53:3120:53Jan-2301-Jan-2312、故人江海別別，幾度隔山山川。。20:53:3120:53:3120:53Sunday,January1,202313、乍見(jiàn)見(jiàn)翻疑疑夢(mèng)，，相悲悲各問(wèn)問(wèn)年。。。1月-231月-2320:53:3120:53:31January1,202314、他鄉(xiāng)生生白發(fā)，，舊國(guó)見(jiàn)見(jiàn)青山。。。01一一月20238:53:31下午午20:53:311月-2315、比不不了得得就不不比，，得不不到的的就不不要。。。。。一月238:53下下午午1月-2320:53January1,202316、行動(dòng)動(dòng)出成成果，，工作作出財(cái)財(cái)富。。。2023/1/120:53:3120:53:3101January202317、做前前，能能夠環(huán)環(huán)視四四周；；做時(shí)時(shí)，你你只能能或者者最好好沿著著以腳腳為起起點(diǎn)的的射線線向前前。。。8:53:31下下午8:53下下午午20:53:311月-239、沒(méi)有失敗敗，只有暫暫時(shí)停止成成功！。1月-231月-23Sunday,January1,202310、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒(méi)有。。。20:53:3120:53:3120:531/1/20238:53:31PM11、成功功就是是日復(fù)復(fù)一日日那一一點(diǎn)點(diǎn)點(diǎn)小小小努力力的積積累。。。1月-2320:53:3120:53Jan-2301-Jan-2312、世間成成事，不不求其絕絕對(duì)圓滿滿，留一一份不足足，可得得無(wú)限完完美。。。20:53:3120:53:3120:53Sunday,January1,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2320:53:3120:53:31January1,202314、意志志堅(jiān)強(qiáng)強(qiáng)的人人能把把世界界放在在手中中像泥泥塊一一樣任任