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供应链运作中,物流和营销分别通过供应产品和创造需求来满足客户,二者的协作对于客户服务的交付至关重要。为了使组织能够成功地提供更高的顾客价值,必须整合物流和营销。物流和营销冲突的主要原因与营销的4P(产品,价格,渠道,促销)有关。文章从4p角度,研究了影响物流与营销整合的因素,提出了物流与营销整合的模式。
Supply chain operations, logistics and marketing, respectively, through the supply of products and create demand to meet the customer, the collaboration of the two is crucial for the delivery of customer service. In order for the organization to successfully provide higher customer value, logistics and marketing must be integrated. The main reason for logistics and marketing conflicts is related to the 4P marketing (product, price, channel, promotion). From the perspective of 4p, this paper studies the factors that affect the integration of logistics and marketing, and puts forward the mode of logistics and marketing integration.