企业之间的竞争由内部竞争延伸到整个供应链的竞争,企业要想在白炽化的竞争中

求生存、谋发展,不仅要在研发、销售和制造上寻找改进点,也需要在供应链上挖掘潜力

来节省成本。釆购作为供应链的一个重要环节,早已不是一般的买卖交易,它不仅成为企

业的一项战略活动也是一项重要的管理活动。采购方和供应商之间的关系对企业的发展

有着重大的影响,差异化的供应商管理不但可以增强供应商的实力、优化双方合作模式、

提高客户的满意度,而且还可以降低采购成本,提高管理效率。对于拥有大量供应商的

企业,区别性管理供应商很重要。

本文以某跨国公司EV的化妆品事业部为研究对象,从品牌差异化的营销策略着手,

研究其供应商管理。首先,对相关文献进行了描述;接着介绍了行业背景、该公司发展

的基本情况和采购现状;然后介绍了 EV公司供应商管理的现状,分析了存在的问题;

最后提出了对策,指出应面向品牌差异化从供应商的选择、评估、信息管理、绩效和关

系管理、供应商的控制和激励等方面进行差异化管理。

关键词:品牌差异化;供应商管理;差异化管理

Abstract

The competition between enterprise has extended from inner to supply chain. The

company needs to survive, develop not only change from the technical development, sales

and production but also to save potential cost from the supply chain. Procurement is very

important which is not only the purchasing but also a strategy of the company. The

relationship between suppliers and production enterprise have changed from simple

purchasing to interest community. Management differentiation not only improve suppliers

core competence, optimize cooperation model, improve customers' satisfication but also

reduce the purchasing cost,improve the management efficiency. Management differentiation

is very important for the company which have lots of suppliers.

This paper mainly talks about suppliers management from enterprise brand differentiation

point view and makes the EV personal care department as research object. Firstly introduces

related articles, then introduces company background, company develop and current

purchasing situation; introduce EV company suppliers management, analyze current existing

issue; finally develop a strategy from suppliers selection, evaluation, information management,

performance and relationship management.

Keywords: suppliers management, brand differentiation, ABC classification, SWOT analysis