供应链作业.docx
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供应链作业.docx
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供应链作业
pushandpullstrategy(推拉战略)
Push
A“push”promotionalstrategymakesuseofacompany'ssalesforceandtradepromotionactivitiestocreateconsumerdemand foraproduct.
Theproducerpromotestheproducttowholesalers,thewholesalerspromoteittoretailers,andtheretailerspromoteittoconsumers.
Agoodexampleof"push"sellingismobilephones,wherethemajorhandsetmanufacturerssuchasNokiapromotetheirproductsviaretailerssuchasCarphoneWarehouse.PersonalsellingandtradepromotionsareoftenthemosteffectivepromotionaltoolsforcompaniessuchasNokia-forexampleofferingsubsidiesonthehandsetstoencourageretailerstosellhighervolumes.
A"push"strategytriestoselldirectlytotheconsumer,bypassingotherdistributionchannels(e.g.sellinginsuranceorholidaysdirectly).Withthistypeofstrategy,consumerpromotionsandadvertisingarethemostlikelypromotionaltools.
Pull
A“pull”sellingstrategyisonethatrequireshighspendingonadvertisingandconsumerpromotiontobuildupconsumerdemandforaproduct.
Ifthestrategyissuccessful,consumerswillasktheirretailersfortheproduct,theretailerswillaskthewholesalers,andthewholesalerswillasktheproducers.
Pushandpullmarketingstrategies
Promotionalstrategiestogetyourproductorservicetomarketcanberoughlydividedintotwoseparatecamps.
1.Pushstrategy
Apushpromotionalstrategyinvolvestakingtheproductdirectlytothecustomerviawhatevermeanstoensurethecustomerisawareofyourbrandatthepointofpurchase.
"Takingtheproducttothecustomer"
Examplesofpushtactics
Tradeshowpromotionstoencourageretailerdemand
Directsellingtocustomersinshowroomsorfacetoface
Negotiationwithretailerstostockyourproduct
Efficientsupplychainallowingretailersanefficientsupply
Packagingdesigntoencouragepurchase
Pointofsaledisplays
2.Pullstrategy
Apullstrategyinvolvesmotivatingcustomerstoseekoutyourbrandinanactiveprocess.
"Gettingthecustomertocometoyou"
Examplesofpulltactics
Advertisingandmassmediapromotion
Wordofmouthreferrals
Customerrelationshipmanagement
Salespromotionsanddiscounts
Simplediagramexplainingsomeexampledifferencesbetweenapushandpullpromotionalstrategy
Pushandpull"redirectshere.Forotheruses,see Pushandpull(disambiguation).
Theoriginalmeaningofpushandpull,asusedin operationsmanagement, logistics and supplychainmanagement.Inthepullsystemproductionordersbeginuponinventoryreachingacertainlevel,whileonthepushsystemproductionbeginsbasedondemand(forecastedoractualdemand).The CONWIP isahybridbetweenapurepushandpurepullsystem.
Theimageshowsa technologypush,mainlydrivenbyinternalresearchanddevelopmentactivitiesandmarketpull,drivenbyexternalmarketforces.[1]
Thebusinessterms push and pull originatedin logistics and supplychainmanagement,[2] butarealsowidelyusedin marketing.[3][4] Wal-Martisanexampleofacompanythatusesthepushvs.pullstrategy.Apush–pullsysteminbusinessdescribesthemovementofaproductorinformationbetweentwosubjects.Onmarketstheconsumersusually "pull" thegoodsorinformationtheydemandfortheirneeds,whiletheofferersorsuppliers "push" themtowardtheconsumers.Inlogisticschainsorsupplychainsthestagesareoperatingnormallybothinpush-andpull-manner.[5] Pushproductionisbasedonforecastdemandandpullproductionisbasedonactualorconsumeddemand.Theinterfacebetweenthesestagesiscalledthe push–pullboundary or decouplingpoint.[5]
ExamplesinPushandPull[edit]
HoppandSpearmanconsidersomeofthemostcommonsystemsfoundinindustryandtheliteratureandclassifythemaseitherpushorpull.
∙MRP(MaterialRequirementsPlanning)isapushsystembecausereleasesaremadeaccordingtoamasterproductionschedulewithoutregardtosystemstatus.Hence,noaprioriWIPlimitexists.
∙Classickanbanisapullsystem.ThenumberofkanbancardsestablishesafixedlimitonWIP.
∙ClassicBaseStockSystemis,somewhatsurprisingly,apushsystembecausethereisnolimitontheamountofworkinprocessinthesystem.Thisisbecausebackorderscanincreasebeyondthebasestocklevel.
∙Installationstock(Q,r)isalsoapushsystemasareechelonstock(Q,r)systemsbecauseneitherimposesalimitonthenumberofordersinthesystem.
∙CONWIPisapullsystembecauseitlimitsWIPviacardssimilartokanban.Animportantdifferencefromkanbanfromanimplementationstandpointisthatthecardsarelinespecificratherthanpartnumberspecific.However,fromapush/pullperspective,CONWIPcardslimitWIPinthesamemanneraskanbancards.
∙(K,S)systems(proposedbyLiberopoulosandDallery)arepullsystemsifK<∞andarepushsystemsotherwise.
∙POLKAsystemsproposedbySuriisapullsystembecause,likekanbanandCONWIP,WIPislimitedbycards.
∙PACsystemsproposedbyBuzacottandShanthikumarisapullsystemwhenthenumberofprocesstags(whichservetolimitWIP)islessthaninfinity.
∙
MRPwithaWIPconstraint(assuggestedbyAxs¨aterandRosling)isapullsystem.[7]
Pushandpullstrategies-twoapproachesforpromotion
Promotionalstrategiestogetyourproductorservicetomarketcanberoughlydividedintotwoseparatecamps.
1.Pushstrategy
Apushpromotionalstrategyinvolvestakingtheproductdirectlytothecustomerviawhatevermeanstoensurethecustomerisawareofyourbrandatthepointofpurchase.
"Takingtheproducttothecustomer"
Examplesofpushtactics
∙Tradeshowpromotionstoencourageretailerdemand
∙Directsellingtocustomersinshowroomsorfacetoface
∙Negotiationwithretailerstostockyourproduct
∙Efficientsupplychainallowingretailersanefficientsupply
∙Packagingdesigntoencouragepurchase
∙Pointofsaledisplays
2.Pullstrategy
Apullstrategyinvolvesmotivatingcustomerstoseekoutyourbrandinanactiveprocess.
"Gettingthecustomertocometoyou"
Examplesofpulltactics
∙Advertisingandmassmediapromotion
∙Wordofmouthreferrals
∙Customerrelationshipmanagement
∙SalespromotionsanddiscountsSimplediagramexplainingsomeexampledifferencesbetweenapushandpullpromotionalstrategy
Theoriginofthesetwotermsreferstothesupplychainandhowt
hedemandfortheproductisgenerated.
Pushstrategyexplained
Theterm'pushstrategy'describestheworkamanufacturerofaproductneedstoperformtogettheproducttothecustomer.Thismayinvolvesettingupdistributionchannelsandpersuadingmiddlemenandretailerstostockyourproduct.Thepushtechniquecanworkparticularlywellforlowervalueitemssuchasfastmovingconsumergoods(FMCGs),whencustomersarestandingattheshelfreadytodropanitemintotheirbasketsandarereadytomaketheirdecisiononthespot.Thistermnowbroadlyencompassesmostdirectpromotionaltechniquessuchasencouragingretailerstostockyourproduct,designingpointofsalematerialsorevensellingfacetoface.Newbusinessesoftenadoptapushstrategyfortheirproductsinordertogenerateexposureandaretailchannel.Onceyourbrandhasbeenestablished,thiscanbeintegratedwithapullstrategy.
Pullstrategyexplained
'Pullstrategy'referstothecustomeractivelyseekingoutyourproductandretailersplacingordersforstockduetodirectconsumerdemand.Apullstrategyrequiresahighlyvisiblebrandwhichcanbedevelopedthroughmassmediaadvertisingorsimilartactics.Ifcustomerswantaproduct,theretailerswillstockit-supplyanddemandinitspurestformandthisisthebasisofapullstrategy.Createthedemand,andthesupplychannelswillalmostlookafterthemselves.
Finalwords
Asuccessfulstrategywillusuallyhaveelementsofboththepushandpullpromotionalmethods.Ifyouarestartinganewbusinessandintendtosellaproductthroughretailersyou'llalmostcertainlyneedtopersuadeoutletstopurchaseandstockyourproduct.You'llalsoneedtoraisebrandawarenessandstartbuildingvaluablewordofmouthreferrals.Ifyouhavedesignedaproductaroundthecustomerandhaveconsideredallelementsofthemarketingmix,bothoftheseaspectsshouldbeachievable.
推拉策略分析
1、推动策略
“推动”策略亦称高压策略,其强调的重点是分销渠道上各环节人员推销的推销活动,重点在于人员促销与贸易促销。
销售人员介绍产品的各种特性与利益,促成潜在客户的购买决策。
企业的销售人员访问批发商,企业的销售人员协同批发商的销售人员访问零售商,企业的销售人员再协同零售商的销售人员积极地向消费者推销产品。
按照这种方式,产品顺着分销渠道,逐层向前推进。
“推动”策略常用于销售过程中需要人员推销的工业品与消费品。
为了有效地使用“推动”策略,企业必须具备以下三个条件:
第一、拥有高品质水准的单一产品,并具有推销卖点。
为了促成销售,销售人员必须能够吸引、掌握潜在顾客的注意力和兴趣。
第二、拥有相对高价位的产品。
因为中间商必须获得足够大的毛利,才能负担起推销活动所需的费用,而且销售人员拜访客户也是很大开销,所以采取“推动”策略的产品,必须能够负担所支出的费用。
第三、对中间商及其销售人员,必须拥有足够引起其兴趣的经济鼓励。
先进货再转销给他人的中间商,通常都希望产品利润高于一般水准。
大多数批发商和零售商的销售人员,所推销的产品线一般都相当广泛,若要求它们特别关注某一特定企业的产品,当然需要给他们某些额外的奖励。
一般来讲,在下列情况下,应采用推动策略:
企业规模小或无足够的资金推行完善的广告促销,市场比较集中,渠道短,销售力强,产品单位价值高,企业与中间商、消费者关系亟待改善,产品性能及使用方法需做示范,需要经常维修等。
企业大多拥有较雄厚的推销人员队伍,或者产品的声誉较高,主要以中间商为主要的促销对象,要求推销针对不同的商品、不同的客户,采用不同的方式和方法。
推动策略常用方法有:
推销人员带样品盒说明书走访顾客。
推销员在掌握市场信息后,积极寻找顾客,与顾客建立良好关系,用产品去吸引顾客的注意力,提高顾客购买兴趣。
建立健全产品的销售网点。
推销网点应建在顾客集中的城镇,对质高价高的工艺品、金银首饰可建立专门性的销售网点;价格高使用时间长的耐用品,如电冰箱、电视机、高档家具可在城市闹市区,选择性建立销售网点;与人们息息相关的方便性产品,可建立密集型的销售网点。
利用售前、售中、售后服务,促使增加销售。
现代销售离不开高质量的服务,它是“推动”策略的重要组成部分。
售前服务主要是为顾客宣传介绍产品、传递产品信息,刺激购买;售中服务主要是帮助顾客选购产品,帮助他们解决购买中的困难;售后服务主要是帮助顾客解决购买后的送货、使用培训、退还和维修等服务。
举办产品宣传讲座和实务推销。
2、拉引策略
“拉引”策略也称吸引策略,一般是通过使用密集型的广告宣传、销售促进等活动,引起消费者的购买欲望,激发购买动机,进而增加中间商的压力,促使零售商向批发商、批发商向制造商进货,最终满足消费者的需要,达到促进销售的目的。
同时,也可以直接对渠道成员采用广告宣传、销售促进、公关宣传等方式,拉动下游中间商对其上游的进货需求。
依照这种方式,产品在分销渠道上,因为受到广告等促销活动的影响而产生需求吸引。
一般而言,中间商都很乐意购进这种产品,因为已经建立好需求,无需花费太多的时间或努力,即可把产品销售出去。
在下列情况下,应采用拉引策略:
产品市场上的便利品,产品差异化不大,企业拥有充分的资金,有力量支持广告促销等,企业的产品的销售对象比较广泛,或是新产品初次上市,需要扩大知名度。
拉引策略主要有以下几种方法:
1、进行广告宣传。
2、实行代销、试销。
代销和试销具有试验的性质,因为新产品初次投入市
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