零售業物流自動化技術導入與服務創新

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Title:	零售業物流自動化技術導入與服務創新
Authors:	屈志強;CHu, Chih-Chiang
Contributors:	高階主管企管碩士班
Keywords:	零售業;電商;第三方物流;物流服務;物流4.0;智能物流;共創價值;retail;e-commerce;third-party logistics;logistics services;logistics 4.0;intelligent logistics;co-creating value
Date:	2020-07-06
Issue Date:	2020-09-02 17:01:47 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著國家經濟的發展以及科技的進步，物流技術的發展也從傳統的人力作業逐步進入到自動化資訊化階段；這時候物流服務的品質也從「準時交貨」進階到「正確交貨」，甚至開始自我要求必須做到如何提升「客戶滿意度」？客戶與服務商的關係一開始是以服務商為中心逐步轉變成以客戶為中心，這是服務品質的一大突破，甚至「客戶至上」已經成為服務的最高宗旨。但「客戶至上」真的是服務的終極目標？當客戶的消費習慣因為外在環境的衝擊以及科技的進步而快速改變時，服務已經不再是單方向的要求，「共創價值」將是現階段發展的準則，客戶與服務商從買賣關係演進成夥伴關係，雙方在服務過程中共同創造價值；特別是"早一步符合客戶需求的創新服務"，將是企業成功的關鍵(註)。供應鏈包含製造/服務、市場、及後勤(註)，與本論文在第三節中敘述的物流特性相似，可以說明彼此的關係；在國外許多電商失敗的原因是忽略物流後勤的重要性，以及要應對市場環境變化(註)；而物流後勤的成功必須同時增加效率(efficiency)、產效(effectiveness)、及差異(differentiation)，這三者缺一不可(註)；個別客戶關係及服務創新是訊息通訊技術(ICT, Information Communication Technologies)在傳統物流後勤產業的最大變革(註)；而因應外在環境劇烈變動的衝擊，物流中心的訂單需求預測已經變得更困難，可以依據PPM(Product、Process、Market)特性，決定其管理機制及資訊流程(註)。電子商務(EC，Electronic Commerce)的興起，因為其具有速度(speed)及連結(connectivity)的特質，所以必須重新建立它與供應商及客戶的關係(註)；EC的網路行銷已改變了傳統行銷組合4P的關係，4P的彼此關係已不再界定清楚，資訊將是重要的產品(註)；早期推動EC的雙重力量是技術與經濟，但在21世紀的最大影響力則是消費者行為(註)，這與現階段的發展結果來看，確實是如此；IT的演進將物流重組成兩個不同但相連的領域：實體物流及資訊流，EC的快速發展，也帶動專門處理實體的第三方物流公司興起甚至與其建立戰略聯盟(註)，本論文的問卷調查的廠商亦含第三方物流公司。而決定EC重要的滿意度是：在EC競爭環境中，藉由資訊技術是改善服務品質BSQ(Business Service Quality)的最有效及實質的方法(註)。本文從第二章節敘述以功能來區分，可分為12個物流產業（註），然後把論述焦點放在零售業物流，再集中至電商務流的物流中心，探討物流中心之物流自動化的層級及加強部分。本論文之評估方法是採用與呂教授共同設計的問卷調查表，同時建立一個評估模型，即能估算現階段被調查企業的物流級別，接下來作者就可以提出方案建議，讓企業能創造更大的服務創新。本論文的研究從物流4.0的特性及內容著手，接著介紹物流相關技術後，展開評估調查模式，透過國內相關具指標企業的調查整理，尋找物流服務的最適合模式以及未來進階下一層級的努力目標。服務水平是沒有最好的，但我們的目標是找出最適合及滿意的物流服務。;With the development of the national economy and the advancement of technology, the development of logistics technology has gradually entered the stage of automation and information from traditional human operations; at this time, the quality of logistics services has also advanced from "on-time delivery" to "correct delivery" , Or even begin to self-request how to improve "customer satisfaction"? The relationship between the customer and the service provider started with the service provider as the center and gradually changed to the customer as the center. This is a major breakthrough in service quality, and even "customer first" has become the highest purpose of service. But is "customer first" really the ultimate goal of service? When the customer′s consumption habits change rapidly due to the impact of the external environment and the advancement of technology, service is no longer a unidirectional requirement. "Co-creating value" will be the criterion for development at this stage. Evolving into a partnership, the two parties will create value together in the service process; in particular, "innovative services that meet customer needs early" will be the key to the success of the enterprise (Note). The supply chain includes manufacturing/services, markets, and logistics (Note), which are similar to the logistics characteristics described in Section 3 of this paper, and can explain the relationship between each other; the reason for the failure of so many companies in e-commerce is to ignore the importance of logistics. And to cope with changes in the market environment (Note); and the success of logistics must increase efficiency, effectiveness, and differentiation, these three are indispensable (Note); individual customers relationship And service innovation is the biggest change of information communication technologies in the traditional logistics industry (Note); and in response to the impact of dramatic changes in the external environment, forecasting the order demand of logistics centers has become more difficult, based on The characteristics of PPM (Product, Process, Market) determine its management mechanism and information flow (Note). The rise of electronic commerce (EC, Electronic Commerce), because of its characteristics of speed and connectivity, it is necessary to re-establish its relationship with suppliers and customers (Note); EC′s online marketing has changed the relationship between the 4P of traditional marketing mix, the relationship between 4P is no longer clearly defined, and information will be an important product (Note); the dual power of early promotion of EC is technology and economy, but the biggest influence in the 21st century is consumers behavior (Note), this is indeed the case with the current development results; IT′s evolution has reorganized logistics into two different but connected areas: physical logistics and information flow, the rapid development of EC, also promoted the special processing of entities Of third-party logistics companies have risen and even established strategic alliances with them (Note). The questionnaire surveyed in this paper also includes third-party logistics companies. The important satisfaction level that determines EC is: In the EC competitive environment, information technology is the most effective and substantial method to improve service quality BSQ (Business Service Quality) (Note). This article is divided into functions from the second chapter description, which can be divided into 12 logistics industries (Note), and then focus on the logistics of the retail industry, and then focus on the logistics center of the e-commerce flow, and discuss the logistics automation of the logistics center Levels and enhancements. The evaluation method of this paper is to use a questionnaire co-designed with Professor Lu, and at the same time to establish an evaluation model, that is, to estimate the logistics level of the company under investigation at this stage, then the author can put forward program suggestions to allow the company to create greater Service innovation. The research of this paper starts with the characteristics and contents of logistics 4.0, and then introduces logistics-related technologies, and then starts an evaluation survey mode. Through the investigation and consolidation of relevant domestic enterprises with indicators, the most suitable model for logistics services and the next level of advanced services are sought. Work hard for goals. The service level is not the best, but our goal is to find the most suitable and satisfactory logistics service.
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