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src=\"\u002Fimages\u002Fcontent\u002F2019_09\u002F2019090421415675803673272.jpg\">\u003C\u002Fp>\u003Cp>从每一个单一维度来看，三个维度都有各自的最优方向，客户越满意越好，成本越低越好，现金占用越少越好。但现实中，短期内这三个维度之间互相影响，甚至互相排斥。\u003C\u002Fp>\u003Cp>举例来看：\u003C\u002Fp>\u003Cp>为了降低采购成本，我们需要往上游寻找供应商，但越往上游采购，就需要更早的订单前置，同时上游的单笔采购要求的商品数量往往较大，这些都会增加我们的平均库存水平和资金占用。\u003C\u002Fp>\u003Cp>为了提升客户体验，我们需要丰富的产品类型、数量、差异性和可得性，这会增加我们的备货库存，同时更多的产品类型和差异性也会增加采购、仓储物流、订单履约的复杂性和成本。\u003C\u002Fp>\u003Cp>为了降低资金占用，我们需要减少库存，下游缩短付款时间，上游拉长付款时间。那么客户体验就会遇到挑战，采购的成本会有所上升。\u003C\u002Fp>\u003Cp style=\"text-align: center;\">\u003Cimg loading=\"lazy\" src=\"\u002Fimages\u002Fcontent\u002F2019_09\u002F2019090458715675803673695.jpg\">\u003C\u002Fp>\u003Cp>因此在短期内我们需要根据自身的资源禀赋、发展阶段、市场条件和竞争态势平衡这三个维度的选择。\u003C\u002Fp>\u003Cp>唯物辩证法告诉我们事物之间的对立和统一推动着事物的进步和发展。那么从中长期的角度来看，这三个维度是否有统一的方向呢？\u003C\u002Fp>\u003Cp>我们可以做一下简单的推演，客户体验影响公司的收入，成本结构决定了公司的业务成本，二者的差就是公司的经营性利润，而除以现金水平，就得到了营运资金的投入产出率。\u003C\u002Fp>\u003Cp>三个维度各自的优化会一起导致营运资金回报率的变大，从上图来看，就是“三棱锥”的体积变大。进而我们可以说，供应链管理“控货”的中长期的统一方向是营运资金回报率的“最大化”。\u003C\u002Fp>\u003Cp style=\"text-align: center;\">\u003Cimg loading=\"lazy\" src=\"\u002Fimages\u002Fcontent\u002F2019_09\u002F2019090414215675803674111.jpg\">\u003C\u002Fp>\u003Cp>了解了上述三个维度的短期内生矛盾性和中长期统一的方向之后，就可以指导我们在投资中面对各种经营“货”的企业时，从供应链的角度，进行分析和评估，判断商业模式的可行性、竞争优势和发展趋势。\u003C\u002Fp>\u003Cp>最后，我们观察一下经营“货”的企业的高管组织架构，一般来说，会有CEO、营销\u002F市场负责人、采购\u002F物流\u002F供应链负责人和财务负责人。除了CEO，各自都有明确的职能和目标（KPI）。\u003C\u002Fp>\u003Cp>1、营销\u002F市场负责人为业务增长负责，客户满意度最重要。\u003C\u002Fp>\u003Cp>2、采购\u002F物流\u002F供应链负责人为货的采购、交付负责，降低成本是核心。\u003C\u002Fp>\u003Cp>3、财务负责人管理公司现金流，维持高流动性是要务。\u003C\u002Fp>\u003Cp>可想而知，根据供应链管理的三个维度的短期内生矛盾性，相互之间的“冲突”就如同家常便饭一般，特别是在公司增长放缓，面对激烈竞争的时候。\u003C\u002Fp>\u003Cp>因此经营“货”的企业的高管团队非常有必要建立起供应链管理的认知体系，明确彼此工作重心在供应链管理中的相互关系，了解供应链管理能力进化发展的客观规律，以促进相互之间的理解和配合。\u003C\u002Fp>\u003Cp>而CEO则应该在短期内根据自身的禀赋、不同的发展阶段、市场条件和竞争态势，对供应链的三维度进行有选择性的倾斜，并同时构建其他维度的能力，以促进中长期的平衡发展。另外CEO也应该有意识地构建以资金回报率为关键指标的内部考核体系，以统筹各业务条线的职能和目标。\u003C\u002Fp>","供应链,品牌,维度","\u002Fimages\u002Fcontent\u002F2019_08\u002Fdefault.png","5d5fbad208813b0001c35002",[],{"id":179,"createdDate":182,"lastModifiedDate":183,"order":184,"name":185,"description":28,"grade":186,"parentId":187},"2019-08-23T18:07:14.05","2019-09-18T09:15:15.45",2,"行业新闻",1,"5d5fba7308813b0001c35001",[],1793259429012]