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Designing the Distribution Network in a Supply ChainDesigning the Distribution Network in a Supply Chain
【 本 著 作 除 另 有 註 明 外 , 採 取 創用 CC
「姓名標示-非商業性-相同方式分享」台灣3.0
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第十二單元 (3) : Designing the Distribution Network in a Supply Chain
【 本 著 作 除 另 有 註 明 外 , 採 取 創用 CC
「姓名標示-非商業性-相同方式分享」台灣3.0
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第十二單元 (3) : Designing the Distribution Network in a Supply Chain
蔣明晃教授
1
OutlineOutline
► The Role of Distribution in the Supply Chain► Factors Influencing Distribution Network Design► Design Options for a Distribution Network► The Value of Distributors in the Supply Chain► Distribution Networks in Practice
2
The Role of Distribution in the Supply Chain
The Role of Distribution in the Supply Chain
► Distribution: the steps taken to move and store a product from the supplier stage to the customer stage in a supply chain
► Distribution directly affects cost and the customer experience and therefore drives profitability
► Choice of distribution network can achieve supply chain objectives from low cost to high responsiveness
► Examples: Wal-Mart, Dell, Proctor & Gamble, Grainger
Wikipedia
3
Factors InfluencingDistribution Network Design
Factors InfluencingDistribution Network Design
► Distribution network performance evaluated along two dimensions at the highest level:》Customer needs that are met》Cost of meeting customer needs
► Distribution network design options must therefore be compared according to their impact on customer service and the cost to provide this level of service
4
Factors InfluencingDistribution Network Design
Factors InfluencingDistribution Network Design
► Elements of customer service influenced by network structure:
》Response time
》Product variety
》Product availability
》Customer experience
》Order visibility
》Returnability
PZB 為 Parasuraman, Zeithaml 和 Berry(簡稱 PZB )三位學者於 1985 年所提出的服務品質衡量模式
► Supply chain costs affected by network structure:
》 Inventories
》Transportation
》Facilities and handling
》 Information
5
Service and Number of FacilitiesService and Number of Facilities
Number of Facilities
Response Time
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Factors InfluencingDistribution Network Design
Factors InfluencingDistribution Network Design
► Elements of customer service influenced by network structure:
》Response time
》Product variety
》Product availability
》Customer experience
》Order visibility
》Returnability
► Supply chain costs affected by network structure:
》 Inventories
》Transportation
》Facilities and handling
》 Information
7
Service and Number of FacilitiesService and Number of Facilities
Number of Facilities
Response Time
8
Inventory Costs and Numberof Facilities
Inventory Costs and Numberof Facilities
Inventory Costs
Number of facilities
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Transportation Costs andNumber of Facilities
Transportation Costs andNumber of Facilities
TransportationCosts
Number of facilities
10
Facility Costs and Number of Facilities
Facility Costs and Number of Facilities
FacilityCosts
Number of facilities
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Total Costs Related to Number of Facilities
Total Costs Related to Number of Facilities
To
tal
Co
sts
Number of Facilities
Total CostsTotal Costs
Inventory
Transportation
Facilities
12
Response TimeResponse Time
Variation in Logistics Costs and Response Time with Number of Facilities
Variation in Logistics Costs and Response Time with Number of Facilities
Number of Facilities
Total Logistics CostsTotal Logistics Costs
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Design Options for a Distribution NetworkDesign Options for a Distribution Network
► Manufacturer Storage with Direct Shipping► Manufacturer Storage with Direct Shipping and In-Transit
Merge► Distributor Storage with Carrier Delivery► Distributor Storage with Last Mile Delivery► Manufacturer or Distributor Storage with Consumer
Pickup► Retail Storage with Consumer Pickup► Selecting a Distribution Network Design
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Manufacturer Storage with Direct Shipping
Manufacturer Storage with Direct Shipping
Manufacturer
Customers
Product Flow
Information Flow
Retailer
本作品轉載自Microsoft Office 2007多媒體藝廊,依據 Microsoft 服務合約及著作權法第 46 、 52 、 65條合理使用。
Manufacturer Storage with Direct Shipping
Manufacturer Storage with Direct Shipping
Cost Factor Performance
Inventory Lower cost because of aggregationLow demand high value; product customization can be postponed
Transportation High cost due to long distance and disaggregate shipping
Facilities and handling Lower facility cost; handling cost may lower if small shipment can be managed
Information Significance investment in infrastructure to integrate the supplier and buyers
16
Manufacturer Storage with Direct Shipping
Manufacturer Storage with Direct Shipping
Service factor Performance
Response time High response time, complicated receiving
Product variety Easily provide high level variety
Product availability
Easily provide high level product availability
Customer experience
Good as home delivery but suffer as partial shipment from different suppliers
Order visibility More difficult but more important
Returnability Expensive and difficult to implement
17
In-Transit Merge Network
In-Transit Merge Network
Factories
Retailer
Product Flow
Information Flow
In-Transit Merge by Carrier
Customers
18
In-Transit Merge NetworkIn-Transit Merge Network
Cost Factor Performance
Inventory Similar to drop-shipping
TransportationLower than drop-shipping
Facilities and handling Receiving cost lowers at customer; handling cost are higher drop-shipping
Information Investment is higher than drop-shipping
19
In-Transit Merge NetworkIn-Transit Merge Network
Service factor Performance
Response time Similar to drop-shopping; may be higher
Product variety Similar to drop-shopping
Product availability
Similar to drop-shopping
Customer experience
Better than drop-shopping because of single delivery
Order visibility Similar to drop-shopping
Returnability Similar to drop-shopping
20
Distributor Storage with Carrier Delivery
Distributor Storage with Carrier Delivery
Factories
Customers
Product FlowInformation Flow
Warehouse Storage by Distributor/Retailer
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Distributor Storage with Carrier Delivery
Distributor Storage with Carrier Delivery
Cost Factor Performance
Inventory Higher than manufacturer storage. Difference is not large for faster moving items
Transportation Lower than manufacturer storage. Reduction is higher for faster moving items
Facilities and handling Higher than manufacturer storage. Difference is large for slow-moving items
Information Simple infrastructure
22
Distributor Storage with Carrier Delivery
Distributor Storage with Carrier Delivery
Service factor Performance
Response time Faster than manufacturer storage
Product variety Lower than manufacturer storage
Product availability
Higher cost to provide the same level of product availability as manufacturer storage
Customer experience
Better than manufacturer storage with drop-shipping
Order visibility Easier than manufacturer storage
Returnability Easier than manufacturer storage
23
Distributor Storage with Last Mile Delivery
Distributor Storage with Last Mile Delivery
Factories
Customers
Product Flow
Information Flow
Distributor/Retailer Warehouse
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Distributor Storage with Last Mile Delivery
Distributor Storage with Last Mile Delivery
Cost Factor Performance
Inventory Higher than distributor storage with carrier delivery
Transportation Very high cost given minimal scale economies. Higher than any other distribution option.
Facilities and handling Higher than manufacturer storage or distribution with carrier delivery, but lower than a chain of retail stores.
Information Similar to distributor storage with carrier delivery
25
Distributor Storage with Last Mile Delivery
Distributor Storage with Last Mile Delivery
Service factor Performance
Response time Very quick. Same day to next day delivery.
Product variety Easily provide high level variety
Product availability
Less than distributor storage with carrier delivery but larger than retail stores.
Customer experience
Very good, particularly for bulky items.
Order visibility Easier to implement than manufacturer storage or distributor storage with carrier delivery
Returnability Easier to implement than other options. Harder and more expensive than a retail network.
26
Manufacturer or Distributor Storage with Customer PickupManufacturer or Distributor
Storage with Customer Pickup
Factories
Retailer
Pickup Sites
Product FlowInformation Flow
Cross Dock DC
Customer Flow
Customers
27
Manufacturer or Distributor Storage with Customer PickupManufacturer or Distributor
Storage with Customer Pickup
Cost Factor Performance
Inventory Can match other options depending on the location of inventory
Transportation Lower than the use of package carriers, especially if using an existing delivery network
Facilities and handling Facility cost will be very higher if new facilities need to be built. The increase in handling cost at the pickup site is significant.
Information Significance investment in infrastructure required
28
Manufacturer or Distributor Storage with Customer PickupManufacturer or Distributor
Storage with Customer Pickup
Service factor Performance
Response time Similar to carrier delivery with manufacturer or distributor storage. Same day delivery possible for items stored locally at pickup site
Product variety Similar to other manufacturer or distributor storage options
Product availability
Similar to other manufacturer or distributor storage options
Customer experience
Lower than other options. In high density area loss of convenience may be small
Order visibility Difficult but essential
Returnability Somewhat easier given that pickup location can handle returns
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Retail Storage at Consumer Pickup Sites
Retail Storage at Consumer Pickup Sites
Cost Factor Performance
Inventory Higher than all other options
Transportation Lower than all other options
Facilities and handling Higher than all other options The increase in handling cost at the pickup site is significant for online and phone orders.
Information Some investment in infrastructure required for online and phone orders.
30
Retail Storage at Consumer Pickup Sites
Retail Storage at Consumer Pickup Sites
Service factor Performance
Response time Same day pickup possible for items stored locally at pickup site
Product variety Lower than all other options
Product availability
More expensive to provide than all other options.
Customer experience
Related to whether shopping is viewed as a positive or negative experience by customer.
Order visibility Trivial in-store orders. Difficult, but essential, for online and phone orders.
Returnability Easier than other options given that pickup location can handle returns
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Comparative Performance of Delivery Network Designs
Comparative Performance of Delivery Network Designs
Information
Facility & Handling
Transportation
Inventory
Returnability
Order Visibility
Customer Experience
Product Availability
Product Variety
Response Time
Manufacturer storage with
pickup
Distributor storage with last
mile delivery
Distributor Storage with Package Carrier
Delivery
Manufacturer Storage with In-Transit Merge
Manufacturer Storage with
Direct Shipping
Retail Storage with Customer
Pickup
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
4
4
4
5
5
5
5
55
5
6
6
5
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Linking Product Characteristics and Customer Preferences to Network Design
Linking Product Characteristics and Customer Preferences to Network Design
Low customer effort
High product variety
Quick desired response
High product value
Many product sources
Very low demand product
Low demand product
Medium demand product
High demand product
Manufacturer storage with
pickup
Distributor storage with last
mile delivery
Distributor Storage with
Package Carrier Delivery
Manufacturer Storage with
In-Transit Merge
Manufacturer Storage with
Direct Shipping
Retail Storage with Customer
Pickup
+2
+2
+2
+2
+2
+2
+2 +2 +2
+2
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
+1
0
0
0
0
0
0
0
0 0
0
-1
-1
-1
-1
-1 -1
-1
-1
-1
-1
-1
-2 -2
-2
-2
-2
-2 -2
-2
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The Value of Distributors in the Supply Chain
The Value of Distributors in the Supply Chain
► Distributing Consumer Goods in India:
》Lower transportation cost and improve replenishment response time
► Distributing MRO Products:
》Order unplanned, a few items with lower value
》Aggregate safety inventory and consolidate outbound shipment
► Distributing Electronic Components:
》Move components from manufacturers to small OEMs.
34
The Value of Distributors in the Supply Chain
The Value of Distributors in the Supply Chain
► Reduce inbound cost► Reduce outbound cost► Reduce safety stock and inventory costs► Stable order to manufacturers to allow effective
production planning► Provide better response time► Offer one-stop shopping with products from several
manufacturers
35
Distribution Networks in Practice
Distribution Networks in Practice
► The ownership structure of the distribution network can have as big as an impact as the type of distribution network
► The choice of a distribution network has very long-term consequences
► Consider whether an exclusive distribution strategy is advantageous
► Product, price, commoditization, and criticality have an impact on the type of distribution system preferred by customers
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頁碼 作品 授權條件 作者 / 來源
3Wikimedia Commons本作品轉載自 http://commons.wikimedia.org/wiki/File:Dell_Logo.png,瀏覽日期 2011/12/28。
15 本作品由「東森得意購股份有限公司」授權使用,您如需利用本作品,請另行向權利人取得授權。
15 本作品轉載自Microsoft Office 2007多媒體藝廊,依據Microsoft 服務合約及著作權法第 46 、 52 、 65條合理使用。
版權聲明
37
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