[讨论]消费者的世纪：将供应链转变为需求链
<p><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 迈入新世纪也许对于现在的公司执行官来说就象</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">15</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">世纪哥伦布和他的跟随者发现新大陆一样。在原先相对平静的竞争环境里有很多优良的公司可以取得胜利，现在则变成了残酷竞争的混乱世界。这在大多数的工业化国家已经成为事实</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">,</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">新兴的工业化国家也越来越朝着这个方向发展。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">一个新兴的战场已经出现，超出了过去的生产厂家之间，分销商之间，零售商之间的竞争领域。今天的竞争所需的灵活性，速度，生产能力都被消费需求的潮流夸大化了。这种新的竞争现实导致了供应商，生产者，批发商和零售商重新考虑他们与他们的供应链合作伙伴之间的战略革新。在高度竞争的</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">21</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">世纪，完美供应链是生存的最起码的要求。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">这种新的竞争环境是各种供应链成员力量集中的结果。一些力量来自于公司，其它来自于消费者。其中最引人注目的是惊人的新技术和信息交换能力，前所未有的质量和客户服务要求</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">,</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">对市场效率和速度的新需求和全球性商场的竞争现实。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">一个新型供应链制定者将客户比喻为上帝。为了在新环境下生存和发展，公司需要对他们的运行结构和供应链关系做出革命性的改变。简短的说就是将核心从供应转向需求。需求链方法超过了供应链管理的物质分配界限，这给渠道成员带来了一个艰巨的任务</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">:</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">为消费者创造比竞争链更多的价值。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 过去</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">,</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">许多供应链成员，尤其是那些离最终客户较远的成员只关心直接影响他们公司的因素。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">但是，为了在高度竞争的环境里生存下去，需要公司的领导者考虑这些因素如何影响他们自己的公司和他们供应链伙伴。他们现在必需分析这些因素是如何影响他们的最终客户。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">供应链效率和公司的生存基于供应链中的需求方面。站在公司的角度，最终客户的力量决定了在供应链中怎样做事情和如何达到最佳运作行为。站在消费者的角度分析</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">,</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">最终客户的力量，比如技术和变化的生活方式决定了做些什么。归根到底，这种以消费者为中心的分析将决定公司供应链管理活动的任务和目标。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">这一点在迈克尔</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">.</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">戴尔的书中进行了详细的描述。本书生动的描写了市场的基本变化不仅改变了公司运作和组织结构，而且也改变了整个供应链。几年来，市场商人一直在分析渠道力量，试图找出如何达到供应链统帅的方法。对于戴尔公司来说，答案是很明显的供应链统帅就是消费者。为了与其它已经理解和以此为运作中心的公司竞争，需要通过改进后勤，</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">EDI</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，自动化和基于康柏和</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">IBM</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">已经开发的系统的技术。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">组织结构和供应链关系的革命性变化是公司在消费者主导的环境下发展的基本需要。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">“</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">为了人民</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">”</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">向来是革命的呼声，</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">“</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">一切为了消费者</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">”</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">是供应链革命性领导者的口号。消费者面对着无数的产品和分销商，他们将决定供应链管理的未来。实际上，将来的结果就是建立一种消费者提供动力的供应链，我们称之为需求链管理。这是供应链管理进程的下一个阶段。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"> </span></p><p><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"></span>该贴来自群组：<a href="http://www.21manager.com/groupindex.asp?groupid=263" target="_blank"><font color="#ff0000"><b>SCM整合联盟</b></font></a></p>[此贴子已经被作者于2008-1-5 16:57:37编辑过] <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; mso-line-height-alt: 10.0pt;"><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">将需求放入供应链管理中</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">传统的供应链开始于生产，结束于对消费者的销售，零售商销售生产厂家生产，批发商供应的产品。在这种链中的供应链专家注重于通过运作和后勤渠道的产品。技术，信息交换，库存循环时间，供应市场的速度，成本效率，运输，和分销是他们首要关心的。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">具有讽刺意味的是往往是那些离消费者市场最远的生产厂家决定了在供应链流动的产品。或多或少的，这些产品的生产不是依据展示需求或消费者偏好，而是根据生产厂家的历史记录，资源，和本能。在一些情况下，这种过程发展为零售商和生产厂家的更具协作性的关系。这就导致了有利于零售的产品调整</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">(</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">比如，进行包装更容易的放在货架上</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">),</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">协作性的预测</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">和不同的库存补充模型。虽然在渠道成员之间的协作越来越紧密，但是传统供应链仍然是线形的，左到右，在这里消费者处在被动接受的位置。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">当将新产品交付给消费者时</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">传统的供应链是有效率的。考虑到每年都设计和生产出上千种的新产品，然后交付给平台，让消费者购买。由于流线型分发过程，健全的后勤战略和先进的信息技术的存在，大部份产品是以合理的效率和较低的成本在供应链中流动。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">但是</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">传统供应链管理的显著缺点是没有能力去交付最终使用者需要和实际购买的产品。研究显示有</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">80%</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">的时间消费者不能购买到所需的产品，这个比率之高，足以使供应链成员经过改进之后具有更强的盈利性。为了增加消费者接受率，需要进行改变。不仅要能生产和提供他们设计的产品，而且这种运作方法要超过现存的方法</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">.</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">注重于市场的领导者开始改变此过程，从原来的左到右的形式转变成非线形的</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">跨越界限的合作关系。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">供应链控制力量的转变</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">供应链的控制权在整个美国历史中一直处在转变中，从大革命到国内战争时期，供应链中最具影响力的是批发商，他们是殖民时期和早期的企业交易者。批发商成为英国产品和美国市场的连接者。没有他们，产品不可能到达殖民地去销售给零售商和每一个消费者。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">从国内战争到二次大战，生产厂家成为了供应链中最有力量的成员。他们决定了生产什么和最后使消费者能够买到什么。如果生产厂家想要生产</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">100</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">万辆黑色轿车，他们可以无视其它颜色的轿车在购买者中的受欢迎程度。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">在</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">50</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">和</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">60</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">年代</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">这种情况发生了变化，大的零售商取代了生产厂家成为了供应链中的决定性力量。在这个时期，零售商</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">(</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">例如</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Toys R Us,Circuit City,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">和</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Home Deport)</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">开始在供应链中取得了控制权，因为他们在生产厂家</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">批发商和难以琢磨的消费者之间提供了强有力的联系。当沃尔玛特在</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">90</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">年代成为零售业霸主的时候，它改写了供应链生产什么和怎样销售的规则。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">虽然沃尔玛特和它的几千个卖主和合作伙伴仍然决定着这个世界如何进行商务活动，但是这种统治地位正在受到挑战。控制的中心正在经历着一个划时代的变化：消费者将会成为供应链的统治者，决定了将来如何进行商务活动。我们相信新的环境和供应链统治力量的相关转变预示着</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">"</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">消费者世纪</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">"</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">的来临。认识到这种转变的幻影公司正在发展一个</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">"</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">秘密</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">"</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">武器。这个新兴的供应链迎合了消费者意愿</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">开始和结束都在消费者这一边。它就是需求链。</span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">需求链：注重于最终用户</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">之所以叫需求链是因为它极其关注消费者的需要。需求链代表了一个从消费者所想到市场的循环过程。它包含了涉及到供应链一体化过程的所有成员，生产厂家，分销商，零售商等等。消费者行为和消费者分析规定了需求链的实际构成。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">不仅是单单从生产厂家到市场来建立和运作他们的供应链，需求链领导者与那些渠道伙伴建立联盟，最好的反映消费者需要和所想。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">注重于最终用户加速了从供应向需求的转变，使公司重新认识它们在供应链中的地位。今天需求链中的成员与传统链中的成员是一样的。但是他们各自的作用和责任随着游戏规则的变化已经发生了转变。需求链中的每一个成员的责任不是基于历史力量或传统角色。责任是将需求链作为一个整体决定的。公司可以最好的发挥自己的作用，即使这意味着打破传统的模式。在一个需求链中，产品没必要来自于生产厂家，它们可以在链中的任何点，任何成员开发，它是基于消费者研究和收集到的信息，各个合作伙伴共同分享。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">在建立需求链的过程中，出现了一些问题：</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">“</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">理解消费者需求是谁的责任，零售商还是生产厂家？</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">”</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">“</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">这种责任是不是根据条件的变化而产生转移？</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">”</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">。传统上讲，零售商是离消费者</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">"</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">最近</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">"</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">的组织。由于这种亲近性，它承担了消费者研究和偏好分析，指导与生产厂家进行协作设计。但是因特网和直接销售的出现改变了这一切。消费者现在在供应链中的不同点与不同的实体进行交流。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">当需求链中的每一个成员</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">(</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">不管它是设计，创造，营销，销售，运输，和零售一个特定产品</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">)</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">监控消费者市场。虽然并不是链中的每一个成员都要直接开展消费者研究，但是每一个都应该得知相关的消费者趋势信息和产品信息。这样就使得每一个成员很容易的识别产品</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">进行包装上的提高，抓住营销机会和进行品牌拓展。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">产品和渠道成员的成功取决于产品从设计到市场转变过程中的参与程度。不管信息是来自于单个销售点，还是集团，是数量调查结果还是内部研究，所有的数据都要由每一个成员分享，进行分析。这是供应链重新定为需求链的关键所在。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;"></span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">重写规则</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">在过去</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">零售商之间为了得到市场的控制权相互竞争，批发商和生产厂家也是这样。每一个整体都很强大，独自承担此项竞争。这些公司是生存下来还是一步步繁荣，是衰退还是彻底失败取决于他们怎样与同等地位的公司处理关系。在新的世纪</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">竞争的规则将要改写</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">.</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">组织间的竞争仍然存在</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">.</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">但是不再是每一个之间的单独竞争，由与供应链间的联盟而得到加强。本质上，由供应链与供应链之间的竞争，整个供应链都将得到竞争性的控制权。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">这种竞争性现实的存在影响了许多行业的处于领导地位的公司的战略方向。他们意识到了通过单个组织再也不能来获得有效的市场战略。诸如通用和雀巢这样的大生产厂商</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">和象沃尔玛特和</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Carrefour</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">这样的处于统治地位的零售商。以及</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">和</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Ingram Micro</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">这样的批发商。都在寻找新的管理商品和服务的协作性的方法，来满足消费者变化的需要。一个战略性的观点就是将单个组织转变为包括很多组织在内的联盟。值得一提的是，这种新的战略是以客户和最终消费者的满意为中心的。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">当供应链开始在与其它合作关系的供应链竞争时，作为一个整体来发挥作用，这样在整个供应链中建立和维持密切的联系变为至关重要。在</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">1998</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">年出版的由</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Bernard J.Lalonde</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">博士所编著的《供应链管理回顾》一书中，描述了建立固定的供应链关系的</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">5</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">个障碍。他们是信息共享</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">,</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">共担利益和损失，经济体之间的多方联系跨功能性管理过程，基于未来的协作过程。也许一些关系的建立还包括其它障碍，但这</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">5</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">个是最基本的。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">LaLonde</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">认为如果这</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">5</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">个障碍中有一个没有克服，则联系不会达到长期的稳定性。</span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;"> 在这一个世纪，供应链将会重新定义这些建立的障碍。不仅仅是与供应链合作伙伴交换预测结果和库存数据，领导者也要共享消费者研究结果和数据。然后他们与渠道的所有成员交换信息。只有每一个实体对产品设计，营销包装，和分发战略提供反馈，整个供应链才能受益。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">消费者是很难琢磨和进行分析的，尤其对于那些传统上认为他们是远离消费者市场。消费者越来越难以分类和赢得他们的信任，他们展现出交叉的消费和购买行为。虽然仍有可能从总体上预测年龄在</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">55</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">到</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">65</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">之间的消费者的购买模式，但是所有年龄段和不同背景的消费者打破了与他们相连的人口统计分类的</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">“</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">传统规则</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">”</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">。这就是在供应链中与消费者建立关系的重要性之所在。不止止是为了销售，而是为了信息。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">但是战略信息如何在合作伙伴之间传递，而在以前这都是受到严格保护的。虽然分享这个意思在词</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">“</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">合作伙伴</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">”</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">中已经表现，但现实是公司仍然不愿意与他们的合作伙伴分享一些战略性的信息。合作者只有在享有相近的价值时，他们才可以更可能的信任另一方，共同合作达到相同的供应链目标。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">至少一个运输和后勤公司将这项理论应用于实践。在</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Russelville</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Ark</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">的</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Daymark</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">集团，最近对其战略性结构进行了一次全面的</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">“</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">检查</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">”</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">。号称是</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">“</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">需求链后勤的先驱</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">”</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">的</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Daymark</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">公司开始发展一个合作伙伴的</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">“</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">循环</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">”</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">，（</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Daymark</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">需求链）提供不同的特性和力量。目的是将大量的公司包括近来，从运输和仓储服务提供商到广告公司和软件提供商。充分利用这些资源，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Daymark</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">公司可以为每一个基于客户的消费者的需要创建最有效率的分发网络。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Daymark</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">为每一个公司树立了一个典范。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">发展那些未来成功供应链的一个关键就是联合合作伙伴，充分发挥供应链的各项功能。将这样的集团联合起来需要每一个合作伙伴有承担非传统责任的意愿。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal Health</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">是一个非常典型的例子。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">70</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">年代，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">批发公司是中西部小的批发商，服务与食品杂货店和药品零售商。今天，在罗伯特</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">D</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">，沃特的领导下，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal Health</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">通过承担了许多传统上由零售商和生产厂家承担的业务，现在达到了</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">160</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">亿美元的供应链领导者。这些业务包括为大的制药公司进行销售和贷款，为小的医院和零售商储存，仓储，和库存控制。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;"> </span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">将自己定位于通过制药供应系统提供服务。它可以通过它的不同商务单位提供的服务来满足不同客户的需要。但是，通过承担监控消费者需求和发展船运和库存更新的后勤系统，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">取得了巨大成功。公司要比那些零售商和它们的生产厂家供应商更有效率的完成这些工作。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><br/><font face=""> </font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">在</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">1997</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">年，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Kmart</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">同意在</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">1600</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">个药品站点销售</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal Health</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">的全部库存。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">需要管理与库存相连的几乎所有的供应链功能。通过这次安排，公司找到了很多方法来提高分发效率，超过了传统的后勤革新方法。在这些功能中，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">承担了在包装服务和信息联系的控制。作为再包装功能的一部分，它以散装的形式购买药品，然后放入特定大小的瓶子中。通过将库存保持在一定水平上，</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><font face="">Cardinal</font></span><span style="COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt;">承担了原来由生产厂家或零售商承担的功能。</span><span lang="EN-US" style="COLOR: #5850a8; mso-bidi-font-size: 10.5pt;"><p></p></span></p> <span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><font color="#ff0033">主要趋势和一些误解</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">当建立需求链时，渠道合作伙伴必需意识到消费者市场的主要需求趋势，这是由人口和生活方式的变化所决定的。虽然这些趋势的深度分析是另一门学科的任务，但是简短的回顾是很有必要的。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">在这里，关键的一点就是我们已经进入了一个</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">“</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">压缩的时代</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">”</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">。虽然有一些地区是高增长的，但是大部分工业化国家的出生率是在降低的。同时，单个家庭成员越来越少，有更少的消费者去购买商品和服务。另一方面，有经验的购买者对消费商品变得越来越谨慎。他们在购买花费的时间比过去要少很多，相反注重于其它方式来花费时间和金钱。一些转向新技术，比如说基于因特网的购买来满足他们的生活需求。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">在工业化国家中，另一种趋势就是公司规模在变小，自动化程度的提高，导致了更小的</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">WORKFORCE</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">。因此，美国和其它经济体不可能再重现</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">20</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">世纪两位数的经济增长率（也许计算机行业会是个例外）。这种形式的存在仍可找到利润增长的商务。它经常存在于人口和收入增长率高的区域。在工业化国家，这将会导致达到消费者的新方法。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">不管消费者在哪里进行商务行为，无论是大公司还是小公司都感到了压力，想花费更少的资金，时间和人力来更好的，更有效率的完成运作任务。这也是消费者在为他们的家庭购买和补充库存时所感受到的。导致供应链合作伙伴重新认识他们的运作和战略的环境压力，同样也使得消费者调整他们的思想，去购买什么产品，在哪里和怎样购买。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">如果没有意识到这样的现实就会对需求链产生两种误解。第一就是认为消费者从零售商那里购买商品。虽然消费者经常从零售商那里购买商品，但是他们在寻找新的方法来获得产品和服务。逐渐地，消费者希望从供应链渠道中的任何实体那里获得商品，这个供应链渠道能使得消费者进行定价评估，高质量的商品和有效的交付系统。实际上，消费者最终决定了需要支持哪个供应链。相应的，渠道合作伙伴也要致力于增加效率和所有渠道成员的利润，加强供应链作为一个整体的作用。他们应该知道当最终用户选择了特定零售商时，他们正在影响着整个供应链的未来是否能够成功。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">消费者通过他们的时间，注意力和金钱来与他们信任的公司进行业务交易，这些公司将会获得成功。今天，不管一个卖主的效率和利润有多高，如果消费者不与它的大部分渠道合作者进行交易，那么这个卖主将会遭受损失，除非它对变化的环境做出调整。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> </span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">这就导致了有关需求链的第二种误解：商业企业只需控制他们的客户。合理的解释就是因为它们并不是直接将商品销售给消费者，所以不需要关心最终用户。但是在工业和商业组织中，解决你客户的问题有时意味着解决你客户的客户的问题。记住整个供应链中所有对产品或服务的客户</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">/</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">行业需求都源自客户需求。如果消费者购买商业客户的最终产品减少，那么商业企业不会去订购更多的商品以及签定更多的运输合同。所以在预测时必需融合进变化的消费趋势，有时要在平台感受到这种趋势之前。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/> <br/></span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><font color="#ff0066">建立未来的需求链</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 供应链管理已经发展了很多年，为很多公司提供了战略性和竞争性优势。需求链管理强调向平台提供消费者实际所需要的，为供应链管理带来了新的概念。这种方法超出了供应链管理的时空分发界限。需求链通过以下几种方式将渠道供应商和使客户得到满足以及解决消费者所遇到的问题联合起来了：</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/>1、</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">收集和分析有关消费者，他们的问题，和他们的最终需求。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/>2、</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">确定合作伙伴来履行需求链中的各项功能。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/>3、</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">将有关功能性任务交给渠道成员来做，达到高效的目的。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/>4、</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">将有关消费者和客户的信息，技术和后勤管理以及机会的信息与链中的其它成员分享。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><font face="">5、</font>发展解决客户问题的产品和服务。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: ""; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/>6、</span><span style="FONT-SIZE: 10.5pt; COLOR: #5850a8; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">发展和实施最佳后勤管理，运输和分发方法，以合理的方式向消费者提供产品和服务。</span>
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