快速消费品的分销渠道物流配送模式研究摘要作为快速消费品企业供应链一体化的关键环节，分销渠道的作用越来越重要，其表现将决定供应链的整体绩效。本研究主要目的在探讨分销渠道中物流配送选择不同模式时对渠道顾客产生的不同影响，以及由此对渠道整体竞争优势的影响。在理论方面，本文通过广泛的阅读相关文献，将供应链物流衡量指标归纳为顾客满意度导向和成本最小导向两大指标，并确定了衡量市场竞争力的三个变量指标。在实证方面，通过对快速消费品代表企业云南省尤妮佳三年来的顾客满意度变化及市场竞争优势变化等检验变量进行纵向研究，并和其主要行业竞争对手情况做横向对比分析，究竟是顾客满意导向配送模式还是成本最小导向配送模式更具竞争优势。通过对文献的探讨和对实例，本文确定了物流配送系统只有以顾客满意导向为优选模式，才能不断的提高市场竞争力并发挥供应链一体化的整合优势。关键字：快速消费品；分销渠道；物流配送模式；顾客满意导向；成本最小导向RESEARCHONINFECTIONANDDISTRIBUTIONLOGISTICSTOP-PRIORITYSTRATEGYABOUTMARKETABSTRACTAsthefastconsumableenterprisesupplychainintegrationofkeylink,distributionchannelisbecomingmoreandmoreimportantrole,itsperformancewilldeterminethewholeperformanceofsupplychain.Themainpurposeofthisstudyindistributionchannelsofdistributiondifferentmodeofchannelcustomersproducedifferenteffects,aswellasaresultoftheinfluenceofchannelcompetitiveadvantage.Inthetheoreticalaspect,thisarticlethroughextensivereadingoftherelevantliterature,willthesupplychainlogisticsindicatorsintocustomersatisfactionorientedandcostthesmallestguidetwoindex,anddeterminesameasureofmarketcompetitivenessofthreevariableindexes.Intheempiricalresearch,throughtothefastmovingconsumergoodsonbehalfofenterprisesinYunnanprovinceYounijiathreeyearscustomersatisfactionchangesandmarketcompetitionadvantagechangeandothertestvariablesforlongitudinalstudies,anditsmaincompetitormakeshorizontalcomparisonanalysis,whatiscustomersatisfactionorienteddistributionmodeortheminimumcostorienteddistributionmodemorecompetitiveadvantage.Basedonliteraturestudyandtheexamples,thispaperdeterminedthelogisticsdistributionsystemonlytocustomersatisfactionorientedoptimizationmodel,inordertocontinuouslyimprovethemarketcompetitivenessofsupplychainintegrationandplaytheadvantagesofintegration.KEYWORDS：Fastmovingconsumergoods；Distributionchannels;Logisticsdistributionmode;Customersatisfactionoriented;Minimumcostoriented目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc327390134"摘要PAGEREF_Toc327390134\h1HYPERLINK\l"_Toc327390135"ABSTRACT