1、7-ELEVEN 特許經營便利店物流體系研究Research on the logistics system of 7-ELEVEN franchise convenience stores21.前言1. Foreword37-ELEVEN便利店,采用特許經營模式發展，是現今全球最大的零售網絡商，被公認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-ELEVEN convenience stores, owns the largest retailing network in the world, whose achievement is an e

2、xemplar of convenience stores. By the end of March 2004, 7-ELEVEN had opened 27,000 stores in the world 4作為全球最為出色的特許經營企業之一， 7-Eleven便利店取得的輝煌業績，除了其先進的經營方式與獨特的品牌營銷外，支撐其快速發展的另一重要因素就是強大的后方物流支援系統。As one of the most distinctive enterprise in the world, 7-ELEVEN has won a tremendous success in the filed. E

3、xcept its advanced and special operation strategies, a strong supporting system is another important factor of its rapid development. 5希望通過學生對 7-Eleven便利店物流體系的深入研究，能為中國的便利店業以及特許經營企業的物流體系發展，帶來可以借鑒的經驗。The paper is expected to give referential experiences to Chinas convenience store business and franch

4、ise enterprise by examining the logistics structure of 7-ELEVEN.62. 7-Eleven的目標顧客與商品構成 2.7-ELEVENs Customers and Structure of Merchandise7從全球范圍來看， 7-Eleven便利店的基本立足點是以年輕顧客及收入較高的顧客群體為主要服務對象，提供各種社區服務功能。 On the worldwide scale, 7-ELEVEN defined primary service objects as young people and high income gro

5、ups provided them with diverse community services.87-Eleven的顧客定位將會影響它的商品構成，從而進一步影響到它的物流體系構建 。Customer classification of 7-ELEVEN has influences on choosing category of product and affects logistics system structure. 9圖1：7-Eleven 店面銷售商品結構Fig1: 7-ELEVEN Structure of merchandise103.7-Eleven的物流戰略體系 3. T

6、he logistics Strategy System of 7-Eleven117-Eleven特許經營總部的戰略經營目標是使 7-Eleven所有加盟單店成為“周圍居民信賴的具有忠誠度的店鋪”。The marketing strategy of 7-ELEVEN headquarter is endeavoring to help all “franchisee” outlets to win the title of “the most trustable CVS around citizens”. 127-Eleven便利店是通過以下三個要素來實現其忠誠度的：1、只有在7-Eleve

7、n能夠買到的獨特商品； 2、提供高新鮮度的快餐食品；3、零缺貨，即使顧客永不失望的供貨。Customer loyalty is acquired through three unique elements of 7-ELEVEN:1.the unique products which only 7-ELELVEN provides; 2. offering fresh fast food; 3. zero inventory which never disappoint customers.13據學生對7-Eleven物流體系的研究，該便利店為確保上述顧客忠誠度所需三個要素的順利實現，而建立的

8、先進、高效的物流系統，可歸納為以下六個物流戰略要點：Having conducted research on 7-ELEVEN, the following six logistics key points are concluded to maintain customer loyalty and ensure the above three factors to be carried out in order to build an advance and efficient logistics system. 141、區域集中化戰略； 2、小批量進貨策略與JIT物流；3、建立共同配送中心

9、；4、集約配送、共同配送；5、不同溫度帶物流；6、物流差異化戰略。1.Regional Centralization Strategy;2.Economic order quantity and JIT(Just In Time) logistics3.Establish joint distribution center4.Implement intensive distribution and joint distribution5.Multi-temperature logistics6.Logistics differentiation strategy15圖2：7-Eleven物流體

10、系六大物流戰略之間的關系圖Fig 2: relationship diagram of six strategies16區域集中化戰略是 7-Eleven物流體系中最基本的戰略，是其余戰略實施的首要前提與必要保障；Regional Centralization Strategy is the fundamental of all other strategies of 7-ELEVEN, which provided them with prerequisite preparations; 17小批量進貨策略與JIT物流是便利店店鋪面積偏小的必然選擇，同時也是建立共同配送中心的重要原因與必要前

11、提；and Economic order quantity and JIT(Just In Time) logistics is a must choice for small volume of stores, and an important reason to establish joint distribution center; 18共同配送中心的建立，為集約配送與共同配送戰略、不同溫度帶物流戰略的實現鋪平了道路。Establish joint distribution center gives a suitable environment to fulfill intensive

12、distribution, joint distribution and Multi-temperature logistics.19不同溫度帶物流戰略是7-Eleven物流體系中一個特殊的戰略。眾所周知，物流所追求的是物流成本與服務水平之間的平衡，而不同溫度帶物流戰略正是一個十分顯著的，以犧牲物流成本為代價來提高服務水平的戰略。Multi-temperature logistics is a unique strategy of 7-ELEVENs logistics system. Its well-known that what logistics seeks is the balanc

13、e of costs and service quality, however, multi-temperature logistics is a remarkable strategy which sacrifice logistics cost to improve service quality.20物流差異化戰略是與區域集中化戰略并列的 7-Eleven物流體系中的另一大戰略，隨著共同配送中心戰略的順利實施，這兩大戰略之間的有機聯系進一步增強。 Differentiation strategy, in which parallel with regional centralizatio

14、n strategy, is another main strategy of 7-ELEVENs logistics system; with the smooth implementation of joint distribution center, these two strategies have been further strengthened. 21與此同時，共同配送中心的建立與順利運行亦為物流差異化戰略注入了強烈的能量，使該戰略具有越來越顯著的獨創性與不可復制性。Meanwhile, such implementation also infused strong energy

15、 into differentiation strategy to underline its ever increasing features of uniqueness and non-replicability.22一般而言，物流服務是由物流系統作為基礎的，物流服務水平是物流活動水平的體現，高水平的物流服務必有高水平的物流成本所支撐。Generally Speaking, logistics services are provided on the basis of logistics system, which is also the performance of it and ind

16、icated that high quality logistics services are necessity supported by prominent logistics cost. 23因此，為了使顧客的滿意度達到最大值，就必須尋求物流服務水平和物流服務成本之間的平衡點，在顧客可以接受的價格內盡可能高的提升物流服務水平。Therefore, in order to maximum satisfy customers, and seek for the high standard service level within an affordable price of public,

17、it is essential find the balance of cost and service level.24在7-Eleven物流體系中：1.區域集中化戰略的目的是降低物流成本；2.小批量進貨策略與JIT物流戰略的目的是降低物流成本；In the logistics system of 7-ELEVEN：1.regional centralization strategy aimed at decreasing costs; 2.Economic order quantity and JIT(Just In Time) logistics aimed at decreasing

18、costs; 25建立共同配送中心戰略在降低物流成本的同時，提升了物流服務水平；集約配送、共同配送戰略的目的是降低物流成本；Establish joint distribution center on the one hand reduced costs and on the other hand, it helped to enhance service level. Implement intensive distribution and joint distribution aimed at decreasing costs; 26不同溫度帶物流戰略的目的是提高物流服務水平以及顧客滿意度

19、；物流差異化戰略歸根結底是要提升物流服務水平。Multi-temperature logistics aimed to improve service quality and customer satisfaction. Differentiation strategy aimed at the bottom line is the enhancement of service level. 274.7-Eleven物流體系的啟示 4. The message of Logistics System of 7-ELEVEN28中國的改革開放已經過去了四分之一的世紀了，但是中國的特許經營還處于摸

20、索階段，中國的零售業，特別是便利店業還是處在一個起步的階段。A quarter of a century has passed since Chinas the reform and open policy, however, chinas franchise business is still in groping stage. Retail market in China, especially convenience stores, has only embarked on serious career. 29雖然近年來，特許經營的商業模式已經有了很大的發展，但是特許經營與便利店業相結合

21、的做法在中國仍屬于是新鮮事物。In recent years, although the business model of franchise has obtained more opportunities, the combination between franchise operation and convenience stores is still new to China. 30在2001年，中國加入WTO后，我國的企業獲得了飛速的發展，但是國內企業與國際先進外企業的差距不僅僅存在于經營規模，關鍵是支撐營運業務的核心技術體系，包括物流體系。 In 2001, enterprise

22、s has experienced rapid growth when China entered WTO, however, the difference between international advanced organizations is not only in operation size, but more importantly is the core technology systems support the operation which includes logistics system. 31物流貫穿經營業務活動的全過程，物流環節與商店內部經營環節的銜接及協調狀況

23、，直接影響企業對市場和顧客的反應速度，影響企業的成本與效率。Logistics runs throughout the whole process of operation activities, so the links and communications between logistics cycle and stores internal operation cycle are directly affecting enterprises response speed to customers and market, as well as costs and efficiency. 3

24、2目前，物流體系發展的滯后已成為制約我國企業發展的重要瓶頸。物流體系已成為發展現代特許商業必須解決的課題之一。Today, the lagged development of logistics system is a main blockage interrupting the advancement strides of our enterprises. As a result, logistics system is the one of the subject must be solved to develop modern franchise business.33通過對7-Elev

25、en物流體系的研究，我們可以認識到，要打破制約我國企業發展的物流瓶頸，Having investigated the logistics system of 7-ELEVEN, it is clear that on the road to break the bottleneck which constraint the development of our enterprises, 34就必須從區域集中化戰略、小批量進貨策略與JIT物流、共同配送中心、集約配送與共同配送、不同溫度帶物流、物流差異化戰略這六大方面進行綜合考慮。 we must comprehensively regard f

26、rom six aspects consisting of the strategy of regional centralization, economic order quantity and JIT (Just In Time) logistics, joint distribution center, intensive distribution and joint distribution, multi-temperature logistics, logistics differentiation strategy. 35依據不同企業經營的特點與中國的實際國情，以降低物流配送成本，

27、提高流通整體效益，增加企業利潤為最終目的，構建出具有企業個性的獨特物流體系。According to difference features of enterprise operation and chinas identity, the ultimate objective of establishing a unique logistics system for enterprises is aimed to reduce distribute cost and boost entire efficiency and profit. 36The Ending！Thanks for your

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