试论网络营销中物流配送过程的重新设计

Redesigning Distributing Process in Cyber Marketing

基于因特网电子商务的应用为企业开展网络营销提供了较理想的技术平台 ,但物流配送过程仍然是制约网络营销发展的瓶颈。结合经营过程改造BPR方法 ,讨论物流配送过程在企业网络营销系统中的地位 ;阐明应用BPR方法重新设计网络营销系统的基本思路 ,提出如何优化物流配送过程的设计原则。

E-commerce by internet has offered favorable technical conditions for enterprises to carry out cyber marketing. But the distributing process still remains a bottleneck for further development. With BPR method combined with business prouss reengineering, the paper clarifies the role of distribution in enterprise cyber marketing. It explains how to redesign cyber mqarketing system with BPR method and proposes the principles of optimzing distributing process.