电子商务环境下零售业供应链的持续优化研究

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摘要

众所周知，零售业在一国国民经济中起着举足轻重的作用，然而中国加入

WTO 后，国内零售市场完全开放，使我国传统零售业受到了巨大的冲击，但是

电子商务时代的到来为零售业发展带来新的契机，零售业正在经历以信息技术

为支持的第四次零售业变革。随着互联网的发展，电子商务的地位日益突出，

它不仅为供应链管理的发展提供技术保障，还在零售业采购、成本控制等方面

提供高效、优质的服务。因此，零售业供应链的持续优化会促进整个产业更好

的发展。电子商务下零售业供应链管理的研究，既有理论意义，又有现实意义。

本文分为四个部分：

第一部分（第一、二章），介绍研究背景，分析国内外研究现状，并阐述文

章的结构。同时在界定本文零售业供应链概念的基础上，通过对比供应链管理

模式和传统管理模式，得出供应链管理模式的优化作用。

第二部分（第三、四章）为理论研究部分，分别从管理和技术的角度进行

研究：在管理的视角下，分析电子商务环境下供应链的特点以及与传统供应链

管理模式的区别，从管理思想、零售企业内、外部管理和发展方向阐明了电子

商务对零售业供应链的优化作用；在技术的视角下，从供应商—零售商、零售

企业内部、零售商—消费者这三个流通环节中选取应用信息技术优化最明显的

订货系统、库存管理和物流配送、营销信息系统分别阐明其优化作用。

第三部分（第五章）为案例分析部分，选取零售业典型企业沃尔玛，按照

理论部分的研究框架从管理和技术角度研究沃尔玛供应链的持续优化效果，并

通过企业内部运营和外部评价加以佐证。

第四部分（第六章），提出研究结论并对零售业供应链的持续优化进行展望。

本文的创新之处在于：从可持续发展的角度看待零售业供应链的发展；根

据供应链上物品流通的主要环节，从管理和技术两个方面探索在电子商务的环

境下，信息技术对零售业供应链的持续优化作用。

关键词：零售业供应链持续优化电子商务

ABSTRACT

Retailing plays an important role in the national economy. However, China's

traditional retail industry suffered a lot with China's access to WTO. But the

Internet age brings new opportunities to the development of retail industry, which is

undergoing one more revolution supported by the information technology.

E-commerce has become increasingly prominent with the development of the

Internet, which provides not only technical support for supply chain management,

but also efficient and qualified service on retail purchasing, cost control and many

other areas. Therefore, the continuous optimization of retail supply chain will

promote the entire e-commerce industry. Retail supply chain management research

in the Internet environment not only has theoretical significance, but also practical

one.

This paper is divided into four parts as follows:

The first part indicates the research background and analysis of domestic and

foreign studies about retail e-supply chain and introduces the structure of the article.

Then it derives the Optimization of SCM by comparing the SCM and traditional

management models based on the concept of retail supply chain.

The second part focuses on theoretical research components from the

perspective of management and technology research respectively. In the

management perspective, it analyses the characteristics of the supply chain under

e-commerce environment, as well the difference from traditional models. Then it

sets out e-commerce on the role of the retail supply chain optimization from the

management philosophies, the internal management, the external management, and

the trender of retail businesses. In the technical perspective, it chooses EOS,

inventory management and logistics and distribution, marketing information systems

which have the most obvious effect of optimization from 3 links, that is the links

between suppliers to retailers, one section to another within a retailing business, and

retailers to customers to clarify the optimum effect.

The third part takes Wal-Mart (a typical retail company) as an example to

discuss continuous optimization of the supply chain according to the research

framework as theory part from the perspective of management and technology, and

supported by internal operations and external evaluation.

The last part is the conclusion and the prospects.

III

Innovations of this paper: study of the development of the retail supply chain

from the perspective of sustainable development; exploring information technology

on retail industry continuous optimization from management and technology aspects

according to the flow of goods in the supply chain key links, under e-commerce

environment.

Key Words: Retail Supply Chain, Continuous Optimization,

E-commerce

中文摘要

ABSTRACT

第一章绪论.................................................................................................................... 1

§1.1 问题的提出 ··············································································1

§1.2 研究意义 ·················································································3

§1.2.1 理论意义 ········································································· 3

§1.2.2 实践意义 ········································································· 3

§1.3 文献综述 ·················································································4

§1.3.1 国外学者研究成果 ····························································· 4

§1.3.2 国内学者研究成果 ····························································· 7

§1.4 本文的研究方法及内容 ····························································· 11

§1.4.1 研究方法 ········································································11

§1.4.2 研究内容 ········································································11

§1.5 本文的创新之处 ······································································ 13

第二章零售业供应链概述.......................................................................................... 14

§2.1 零售业供应链的概念和特征 ························································14

§2.1.1 供应链的概念和特征 ························································ 14

§2.1.2 零售业供应链的概念和特征 ··············································· 15

§2.2 零售业面临的竞争环境 ····························································· 17

§2.3 竞争环境对零售业管理模式的影响 ··············································19

§2.3.1 传统管理模式的局限性及弊端 ············································ 20

§2.3.2 供应链管理模式的产生和发展 ············································ 20

§2.3.3 供应链管理模式与传统管理模式的区别 ································ 22

§2.4 本章小结 ··············································································· 24

第三章电子商务环境下零售业供应链的持续优化研究——管理的角度.............. 25

§3.1 电子商务环境下的供应链管理的概念 ···········································25

§3.2 电子商务环境下零售业供应链管理的结构功能 ·······························26

§3.3 电子商务环境下零售业供应链与传统模式比较 ·······························26

§3.3.1 传统零售业供应链管理模式 ··············································· 26

§3.3.2 电子商务环境下零售业供应链管理模式 ································ 27

§3.3.3 电子商务下零售业供应链的特点 ········································· 28

§3.4 电子商务环境下对零售业供应链的优化 ········································30

§3.4.1 管理思想方面的优化 ························································ 30

§3.4.2 内部管理方面的优化 ························································ 31

§3.4.3 外部管理方面的优化 ························································ 33

§3.4.4 发展方向方面的优化 ························································ 36

§3.5 本章小结 ··············································································· 36

第四章电子商务环境下零售业供应链的持续优化研究——技术的角度.............. 37

§4.1 电子商务技术发展阶段 ····························································· 37

§4.1.1 从信息技术发展角度 ························································ 37

§4.1.2 从商务模式变化的角度 ····················································· 38

§4.2 零售业供应链上应用的电子商务技术 ···········································39

§4.3 零售业供应链应用的电子商务技术系统 ········································43

§4.3.1 与上游供应商的系统——以电子订货系统为例 ······················· 43

§4.3.2 零售企业内部系统——以库存管理和配送管理为例 ·················45

§4.3.3 与下游顾客之间的系统——以营销信息系统为例 ···················· 51

§4.4 本章小结 ··············································································· 55

第五章电子商务环境下零售业供应链的优化效用分析——以沃尔玛超市为例.. 56

§5.1 管理方面的优化举措 ································································ 56

§5.1.1 管理理念——“顾客第一”和“天天平价” ·································56

§5.1.2 供应商管理——建立稳定双赢的战略合作伙伴关系 ·················57

§5.1.3 物流管理——无与伦比的物流配送中心 ································ 57

§5.1.4 客户服务——快速有效的客户反馈机制 ································ 58

§5.2 技术方面的优化举措 ································································ 58

§5.2.1 保持持续领先的技术优势 ·················································· 59

§5.2.2 应用领先全球的信息技术 ·················································· 59

§5.3 沃尔玛在管理和技术方面的优化效果 ···········································60

§5.3.1 内部运营方面 ··································································61

§5.3.2 外部评价方面 ··································································63

§5.4 本章小结 ··············································································· 65

第六章结论与展望...................................................................................................... 66

§6.1 结论 ····················································································· 66

§6.2 研究展望 ··············································································· 67

§6.2.1 零售业供应链优化展望 ····················································· 67

§6.2.2 进一步研究方向 ······························································ 68

§6.3 研究的局限性 ········································································· 69

参考文献........................................................................................................................ 70

在读期间公开发表的论文和承担科研项目及取得成果............................................ 75

致谢.............................................................................................................................. 76

第一章绪论

§1.1 问题的提出

随着电子商务时代的到来，零售业的运作模式和运营体系发生了巨大改变。

“零售业（Retail Industry）是以向最终消费者提供所需商品和服务为主的行业”[1]。

零售业是快速流通消费品的主要流通渠道，是拉动日常消费品生产、分销和相关

服务行业的前沿行业，其销售额和从业人数成为促进经济发展的重要因素，在一

国国民经济中起着举足轻重的作用。在我国加入 WTO 的大环境下，特别是在 2004

年12 月11 日之后，中国三年过渡期满，国内市场完全开放，国外先进的大型连

锁企业进入了我国零售业市场，给我国的传统零售业带来了巨大的冲击，同时也

为我国零售业的发展带来了契机。随着互联网的发展，电子商务的地位已日益突

出，它可以为零售业采购、成本控制等许多方面提供高效、优质的服务。利用网

络服务实现信息交流，可以极大的节省零售业在各个运转环节中的时间和费用。

在过去的 10 年中，我国商业零售业保持了较快的发展速度。特别是在 2008

年底全球金融危机爆发之后，很多行业都受到冲击，而零售业依然保持增长态势，

且同比增长率保持在两位数，如图 1-1 所示：

图1-1 2009 年全国批发和零售业销售情况1

同时根据中华全国商业信息中心 2009 年12 月21 日发布的统计数据显示2，

2009 年11 月份全国百家重点大型零售企业实现销售总额 322.48 亿元，比去年同

1资料来源:国家统计局网站-统计数据-月度数据[2009-12-21], http://www.stats.gov.cn/tjsj/.

2中华商业信息网.全国百家重点大型零售企业 11 月份市场销售情况简析[EB/OL].[ 2009-12-21 ].中华商业信息

网:http://www.cncic.org/index.php?option=com_content&task=view&id=20182&Itemid=14.

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摘要：

I摘要众所周知，零售业在一国国民经济中起着举足轻重的作用，然而中国加入WTO后，国内零售市场完全开放，使我国传统零售业受到了巨大的冲击，但是电子商务时代的到来为零售业发展带来新的契机，零售业正在经历以信息技术为支持的第四次零售业变革。随着互联网的发展，电子商务的地位日益突出，它不仅为供应链管理的发展提供技术保障，还在零售业采购、成本控制等方面提供高效、优质的服务。因此，零售业供应链的持续优化会促进整个产业更好的发展。电子商务下零售业供应链管理的研究，既有理论意义，又有现实意义。本文分为四个部分：第一部分（第一、二章），介绍研究背景，分析国内外研究现状，并阐述文章的结构。同时在界定本文零售业供应...

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