摘要 在网络购物已经普及的今天，企业对于分销网络的布局，已经不仅仅是线上 和线下独立模式，更多的是结合现代消费者的“所见即所得”的习惯，将线上和 线下结合，形成分销网络闭环。本文根据AP服饰公司的情况，结合运用供应链 分销的理论模型，站在企业的角度，试图对AP服务公司的分销网络进行优化， 使企业的渠道设计更合理，减少库存费用和产品积压等问题。 由于AP服饰公司业绩出现连续下滑，本文试图运用供应链管理、服装供应 链管理、分销网络管理和库存管理等相关理论，对案例公司目前面临的实际问题 进行分析，思考供应链分销网络管理中的问题，试图通过分销网络重构、重新布 局物流仓库和最大收益并单等方法，降低AP服饰公司的库存成本、订单采购成 本和分销成本。 本文以提出问题，分析问题，解决问题的思路构思整个论文框架，主要研究 内容如下： 首先，介绍了AP服饰公司从2016年开始经营业绩下滑的经营现状、晚礼 服消费市场的潜力分析和AP服饰公司的产品品类，包括晚礼服、小礼服和OL 服饰，并从业务结构单一、供应商单一的供应链特点和传统金字塔型分销网络模 式入手，阐述现有传统分销商、网络分销商以及公司三方分销网络的冲突现状， 分析分销网络存在的问题渠道设计不合理、仓库选址不当和产品库存积压。 其次，根据AP服饰分销网络现有的问题，提出网络重构方案建议，首先是 分销网络重构，即直销+一级分销商混合网络模式，重新规划分销网络布局，试 图解决仓库选址不当问题。最后论证AP服饰公司适用集中库存，采用中心法和 重心法对仓库进行选点，解决产品库存积压问题。以供应链的经典模型结合AP 服饰公司实际情况为AP服饰分销网络的优化方案提供支持。 最后，根据分销网络优化方案，对AP服饰公司网络优化方案的实施落实提 供推进策略。公司可以通过订单合并方案和网络预售方案作为订单数量控制的主 要手段，试图落实库存积压解决方案。同时，由于分销网络的重构，在电商平台 的选择上对经销商进行管理，最后完善公司的分销机制和绩效考核制度，从公司 政策层面为方案的实施保驾护航。确保方案能落到实处，AP服饰公司的经营业 绩能有稳步的增长。 关键词：分销网络； 渠道合作； 网络重构； 布局优化 III ABSTRACT AP garment company’s production-distribution network optimization strategy research ABSTRACT Today, with the popularity of online shopping, the layout of distribution network is not only online and offline independent model, but also combined with the modern consum habit of "You see that you can buy", combining online and offline to form a closed loop of distribution network. According to the situation of AP garment company, combined with the theoretical model of supply chain distribution, this paper optimizes the distribution network of AP garment company from the point of view of enterprises, so as to make the channel design of enterprises more reasonable and reduce the inventory cost and product stock. Due to the continuous decline of the performance of AP garment company, this paper attempts to use the theories of supply chain management, clothing supply chain management, distribution network management and inventory management to analyze the actual problems faced by the case company, think about the problems in supply chain distribution network management, and try to reduce the inventory cost of AP clothing company through the reconstruction of distribution network, the relayout of logistics warehouse and the maximum income and order, etc. Purchase cost and distribution cost of order. The main contents of this paper are as follows: First of all, the paper introduces the operating status of AP apparel company from 2016, the potential analysis of evening dress consumption market and AP clothing company's product category, including evening dress, tuxedo and OL clothing, and from the single business structure, single supplier supply chain characteristics and traditional pyramid distribution network model, expounds the existing traditional distributor, network distributor and company tripartite distribution network conflict status, analyzes the distribution network problems channel design unreasonable, improper warehouse location and product inventory backlog. Secondly, according to the existing problems of AP clothing distribution network, this paper puts forward the proposal of network reconstruction scheme, first of all, it is IV ABSTRACT the distribution network reconstruction, that is, direct selling + primary distributor mixed network mode, re-planning the distribution network layout, trying to solve the improper location of warehouse. Finally, it is proved that AP clothing company applies centralized inventory, adopts the center method and the center of gravity method to select the warehouse, and solves the problem of product inventory backlog. The classical model of supply chain combined with the actual situation of AP Apparel Company provides support for the optimization scheme of AP Apparel Distribution Network. Finally, according to the distribution network optimization scheme, the implementation of the AP clothing company network optimization scheme to provide a promotion strategy. The company can try to implement the inventory backlog solution through the order consolidation scheme and the network pre-sale scheme as the main means of order quantity control. At the same time, because of the reconfiguration of distribution network, the distributor is managed on the selection of e-commerce platform, and finally the distribution mechanism and performance appraisal system of the company are perfected, and the implementation of the scheme is guaranteed from the company policy level. To ensure that the program will be implemented, AP apparel company's operating performance can have a steady growth. KEYWORDS: Distribution Network; Channel Cooperation; Network Reconstruction; Layout Optimization V 目 录 目 录 第一章 绪论 ............................................ 1 第一节 研究背景和意义 ........................................ 1 一、研究背景 ....................................................... 1 二、研究意义 ....................................................... 1 第二节 文献综述 .............................................. 2 一、分销网络管理 ................................................... 2 二、仓储物流管理 ................................................... 3 第三节 研究思路和方法 ........................................ 3 一、研究思路 ....................................................... 3 二、研究方法 ....................................................... 4 第四节 研究内容和创新 ........................................ 5 一、内容框架 ....................................................... 5 二、创新之处 ....................................................... 6 第二章 供应链分销网络相关理论 .......................... 7 第一节 供应链管理的理论 ...................................... 7 一、供应链管理内涵 ................................................. 7 二、供应链管理目标 ................................................. 7 三、供应链合作关系 ................................................. 8 第二节 服装供应链分销网络 .................................... 9 一、分销网络结构 ................................................... 9 二、网络设计原则 .................................................. 11 第三节 分销网络渠道优化方法 ................................. 12 一、0-1型整数规划 ................................................. 12 二、离散型网络选址 ................................................ 13 三、最大收益并单法 ................................................ 13 第三章 AP服饰公司分销网络管理现状分析 ................. 14 第一节 AP服饰公司经营业务情况 ............................... 14 一、AP服饰公司产品市场 ............................................ 14 I 目 录 二、AP服饰公司产品类别 ............................................ 15 三、AP服饰公司经营现状 ............................................ 15 第二节 AP服饰公司业务组织结构 ............................... 17 一、分销网络结构 .................................................. 17 二、公司组织架构 .................................................. 18 第三节 AP服饰公司分销渠道模式 ............................... 18 一、商场专柜销售模式 .............................................. 19 二、互联网销售模式 ................................................ 20 第四节 AP服饰公司分销业务绩