由一個實務性理論個案探討通路共同配送物流整合

Investigating the Logistical Integration of Joint Delivery in Distribution Channel by a Theoretical Case with Practical Consideration

由世界級企業的發展經驗觀之，物流(Logistics)對企業而言具有相當重要之份量。從我國經濟近年來的發展來看，物流也日漸在企業中扮演一個重要的角色。雖然如此，國內仍有許多企業人士、一般大眾對物流的重要性認知不足。商品共同配送(productjoint delivery)在物流整合活動中扮演一關鍵性之角色，往往可藉由通路商品配送之有效整合，達到營運成本減低與顧客服務水準提升之功效。傳統流通通路理論認為製造商到消費者間，透過中間通路成員，如：批發商、經銷商，將可促進商品之流通，然而隨著時代之演進、商業變化及科技進步，製造商持續進行向下游通路整合與零售商連鎖化引發之向之上游通路整合，已促使傳統批發與經銷商之通路角色產生重大變革。傳統批發與經銷商惟有持續改善體質、提升競爭力，方能維續其通路中間成員之價值。本篇論文仍在透過一實務性理論個案的情境分析與探討，說明通路商品共同配送之物流整合，對中間通路成員產生之效益，以及整合所須之條件。個案乃依實務觀點考量加以設計，期清晰地將不同整合情境及其量化效益並明確表達與比較。

According to the business experiences of world class companies, thelogistics operations have become a critical business function. In Taiwan, manycompanies also rediscover the importance of the role of logistics in theirbusiness operations. Even so, many firms and general public still lack of theunderstanding of logistics as a critical business function. The joint deliveryof products in distribution channels plays a key role in logistics integrationactivities embracing many opportunities for cost improvement and customerservice enhancement. Conventional distribution channel theory says thatmiddlemen in distribution channel, such as wholesalers and distributorsfacilitate the distribution of goods in the channel. However, as businessevolves and technology advances, manufacturers and retailers with strong chainoperations are cutting off the middlemen from their marketing channel throughvertical integation strategy and increased logistics competency. The middlemen'srole in the distribution channel has thus changed dramatically, mostlydecreasing in their importance as channel facilitators. To be able to staycompetitive and maintain their channel status, the channel middlemen must findnew directions and continuously improve their business systems. This paper willpresent a theoretical case with practical consideration where the effects oflogistics integration through joint delivery among channel middlemen areinvestigated by scenario analysis. With the simplicity and quantitative resultsof the case, we hope to better demonstrate to business manager, general publicand researchers the positive impacts and integration factors in the process ofjoint delivery of channel middlemen.