澳大利亞阿德雷德大學(xué)dissertation范例：澳大利亞Crocs公司產(chǎn)品的分銷渠道及物流過程的論述

Australia distribution channel
澳大利亞的分銷渠道

Crocs Australia currently provides 34 models under footwear category. 6 new models were launched in 2006. 20 models are planned to introduce to Australian market in 2007. A over 200% of new product increasing rate could be achieved at the end of 2007.
目前澳大利亞鱷魚鞋帽類34款。在2006年推出6款新型。 20款是計劃在2007年引進(jìn)到澳大利亞市場。 新產(chǎn)品增長率可以在2007年年底實(shí)現(xiàn)超過200％。

Crocs Australia adopts both direct and indirect distribution channel to reach target end-consumers. 4 types of intermediaries which are retailer, department store, medical store and outdoor store are included in Crocs’ indirect distribution channel. According to Crocs Australian Operation Director, majority of intermediaries service mass production and they expect products Crocs supplied are value for money. For direct distribution channel, end-consumer could order Crocs’ product through Crocs website. Figure illustrates the distribution channel clearly.
澳大利亞鱷魚采用直接和間接分銷渠道達(dá)到目標(biāo)的最終消費(fèi)者。 4種類型的中介機(jī)構(gòu)，零售商，百貨商場，醫(yī)藥商店和戶外店在Crocs的間接分銷渠道。據(jù)Crocs的澳大利亞運(yùn)營總監(jiān)，大部分中介服務(wù)批量生產(chǎn)和他們期望的產(chǎn)品提供的鱷魚是物有所值。對于直接分銷渠道，最終消費(fèi)者可以責(zé)令Crocs的產(chǎn)品通過鱷魚的網(wǎng)站。圖示出的分配信道清楚。

Figure: Crocs Australia Distribution Channel

As the major distribution channel, retail channel contributes high portion revenue to Crocs Australia. The number of retailers in the Crocs supply chain has increased significantly in the past two years. Taking Victoria as example; there were 112 retailers in 2006 compared to zero in 2005. It reached 140 at the middle of 2007. With the rapid growing intensity of retailers, sales revenue increased dramatically. It reached ＄2 million in 2006 compared to ＄500000 in 2005.
作為主要分銷渠道，到Crocs的澳大利亞零售渠道貢獻(xiàn)部分高。Crocs的供應(yīng)鏈中的零售商數(shù)量在過去兩年大幅增加。以維多利亞州為例，其中有112家零售商在2005年相比，2006年為零。它在2007年中期達(dá)到140。隨著國民經(jīng)濟(jì)的快速增長的強(qiáng)度零售商，銷售收入顯著增加。與2005年的500000美元相比，它在2006年達(dá)到200萬美元。
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As the most important participant of Crocs distribution channel, retailers play a critical role in expanding market. Crocs Australia has its own sales force to assist retailers. These sales representatives focus on selling the appropriate mix and quantity of Crocs products to retail accounts. They ensure Crocs products are displayed effectively at retail locations and provide point of sales assistance. In addition to provide sales assistance, Crocs Australia put efforts on various marketing activities, like Australian Show Fair which is hold twice a year; cinema advertisement, corporate advertising on paper, TV, etc. Crocs Australia targets to control 10% of footwear markets in 3 years.#p#分頁標(biāo)題#e#
Crocs的分銷渠道作為最重要的參與者，零售商發(fā)揮了關(guān)鍵的作用，擴(kuò)大了市場。 Crocs的澳大利亞擁有自己的銷售力量，以協(xié)助零售商。這些銷售代表著重適當(dāng)?shù)慕M合和數(shù)量Crocs的產(chǎn)品銷售到零售賬戶。他們確保Crocs的產(chǎn)品顯示有效零售網(wǎng)點(diǎn)和提供點(diǎn)銷售協(xié)助。除了提供銷售協(xié)助，澳大利亞鱷魚把各種營銷活動的努力，就像中國顯示博覽會，這是每年舉行兩次，電影院廣告，企業(yè)廣告紙，電視，等鱷魚澳大利亞的目標(biāo)是控制10％的鞋類市場3年。

Crocs Australia logistics process
澳大利亞Crocs物流過程

Retailers were allowed to put orders through fax, telephone, and e-mail. The order then was typed manually in system by Crocs order processor. To reduce the order discrepancy caused by human error and to decrease lead time of order processing, retailers were required to email finished order form in excel form to Crocs from 2006. Order forms are then transferred automatically into Crocs ERP system, named “E1”. E1 will provide shipping confirmation based on current inventory. Despatch list and invoice could be printed from E1 if items ordered are available. For retailers in Victoria, their orders will be picked and packed accordingly in Laverton Warehouse. Star Track, contracted local carrier, will then deliver to them. For incomplete orders, retailers will be advised to amend model or quantity based on current product availability.
允許零售商通過傳真，電話和電子郵件進(jìn)行訂單，然后Crocs的順序處理器系統(tǒng)中手動鍵入。為了減少人為錯誤造成的，順序差異，訂單處理，以減少交貨時間，零售商需要在excel表格的形式從2006年到Crocs的電子郵件成品秩序。訂購表格，然后自動傳送到Crocs的ERP系統(tǒng)，命名為“E1”。 E1將提供基于當(dāng)前庫存的發(fā)貨確認(rèn)。寄發(fā)清單，發(fā)票可以打印從E1物品都可用。在維多利亞的零售商，他們的訂單將被拾起，并相應(yīng)的包裝拉弗頓倉庫。星軌道，當(dāng)?shù)剡\(yùn)營商簽約，然后交付給他們。對于未完成的訂單，零售商會建議修改基于現(xiàn)有產(chǎn)品的可用性模型或數(shù)量。

Retailers provide monthly demand forecast to Crocs Australia twice a year. Crocs Australia orders with the third party factories in China based on forecast. They put orders in E1. E1 will generate order plan No. and advise estimated shipping date. To maintain low costs, majority shipments are shipped via sea through 20’ or 40’ container. Lead time is around 12 weeks. Sometimes, it would be longer due to high demand or insufficient manufacturing capacity. The longest lead time is 17 weeks so far. Once upon vessel arrival, Expeditors, the nominated forwarder will clear containers from customs and deliver to Crocs warehouse. Expeditors is required to finish custom clearance and delivery in 3 days. Long shipping lead time and tight time window required by retailers make Crocs increase inventory to ensure order completeness and on time delivery. Normally, they hold 6 month of average monthly sales/forecasted quantities.#p#分頁標(biāo)題#e#

Crocs Australia customer service level
澳大利亞Crocs的客戶服務(wù)水準(zhǔn)

Measurements like order fill rate and on-time delivery are used to evaluate customer service. These measurements were agreed by retailers and included in contracts. Quantity ordered and quantity fulfilled of each order will be updated in a daily order fulfillment report. Percentage of order achieved and on-time delivery are included in the report as well. Crocs Australia management could have a very clear understanding about customer service achieved in a daily base. According to the director, target order fill rate is 95% and target on-time delivery is 100%.
測量樣訂貨滿足率，準(zhǔn)時交貨是用來評估客戶服務(wù)。這些測量零售商同意，并包含在合同中。訂購數(shù)量，履行每個訂單的數(shù)量將在每天的訂單履行報告更新。為了實(shí)現(xiàn)百分比和準(zhǔn)時交貨，以及包含在報告中。澳大利亞鱷魚管理可以有一個很清晰的了解客戶服務(wù)，實(shí)現(xiàn)在每天的基礎(chǔ)。據(jù)導(dǎo)演，目標(biāo)為了填充率為95％，準(zhǔn)時交貨是100％的目標(biāo)。

In addition to tracking daily order delivery performance, Crocs Australia built a customer service team to provide post-sales service to customers. They are responsible for customer information maintenance, customer complaints, goods return or any other customer requirements. Issues will be recorded in an issue tracker and followed. As an important indicator for related department performance, management will review the issue tracker on a timely way and ask related department take actions accordingly. According to the director, most issues are about order processing and order delivery.
除了跟蹤每天的訂單交付性能，Crocs澳大利亞建立了一個客戶服務(wù)團(tuán)隊(duì)，為客戶提供售后服務(wù)。他們負(fù)責(zé)客戶信息維護(hù)，客戶投訴，退貨或任何其他客戶要求。問題將被記錄在問題跟蹤和遵循。作為相關(guān)部門表現(xiàn)的一個重要指標(biāo)，管理層將及時審查問題跟蹤，并要求相關(guān)部門采取相應(yīng)的行動。據(jù)導(dǎo)演，大多數(shù)問題是有關(guān)訂單處理和訂單交付。

The customer service team also takes care of services to end-consumer. They deal with end-consumer complaints and respond to end-consumer’s enquiry on regards to products. So far, there are only two complaints received from end-consumers. They are all about product quality issue.
客戶服務(wù)團(tuán)隊(duì)的服務(wù)，也需要照顧到最終消費(fèi)者。他們處理與最終消費(fèi)者的投訴，并回應(yīng)針對產(chǎn)品最終消費(fèi)者的詢問。到目前為止，只從最終消費(fèi)者收到兩宗投訴。它們都是關(guān)于產(chǎn)品質(zhì)量問題。