决定产业供应链绩效的关键因素——基于快速消费品行业的实证研究

The Determinants of Industrial Supply Chain Performance——Evidence from Fast Moving Consumer Goods Industry

在零售业市场低迷的情况下,作为其上游供应商的快速消费品行业正经历着严峻的生存挑战,发展稳定持续的合作关系成为快消品供应商战略发展的重要因素。对161家快消品生产企业的调查研究结果表明,客户参与在客户评价与供需双方合作绩效的关系中起重要的中介作用;决定客户参与的评价因素除供应商的产品质量和物流能力外,人际"关系"对客户参与的影响呈倒"U"型曲线,而价格对客户参与及合作绩效并没有显著影响;产品或任务复杂度越高,客户参与所起的作用越大。快速消费品供应商应把握好"关系"的度,在一定范围内发展与客户的关系,以免损害双方合作意愿或过度增加维护关系的成本;注重建立多方面的能力,及时识别并满足客户需求,将企业内部能力真正转化为创造价值的活动,获取竞争优势;提高客户在经营中的参与度和自身产品的复杂度,开拓新的市场,培育新的增长点。

The fast moving consumer goods industry,the upstream supplier of the depressed retail industry,is facing more challenges;developing sustainable cooperation relation has become the most important factor for the strategic development of this industry.Investigation and research on161enterprises in this industry shows that:first,customer involvement is playing an important intermediary role in the relation between customer evaluation and the partnership performance of suppliers and demanders;second,besides product quality and capacity for logistics,the impact of human relation on customer involvement is inverted U shape,and price has no significant impact on customer involvement and partnership performance;and third,the higher complexity of product or task will lead to more significant role of customer involvement.The suppliers of fast moving consumer goods should,first,fully understand the degree of“relation”and develop the relation with customers within a certainscope to avoid the problem of damage on both parties’willingness to cooperate and the overdue cost of relation maintenance;second,they should pay more attention to fostering diversified capabilities,identify and satisfy customers’requirement,transform enterprises’internal capabilities to activities that can create value,and try to gain more competitive advantages;third,they should improve customer involvement and product complexity,explore more new markets,and cultivate more growth points.