奶制品行业冷链物流分析（三）
目前各大奶制品企业在争夺低温市场，而低温市场首先要看的就是产品。如果想要考察酸奶产品的竞争力那么就是在考察一个企业的新品研发、冷链建设、渠道管理三大能力，就目前来看蒙牛、伊利两大奶制品企业新品研发能力不分伯仲，那么两家企业就低温市场的竞争主要在冷链建设和渠道管理两个方面。
目前各大乳企都在争夺低温市场，低温市场首先要看的就是产品。如果你要考察酸奶产品的竞争力，那么你考察的就是一个公司的新产品研发、冷链建设、渠道管理三大能力。目前在新产品研发能力上，蒙牛和伊利是两大乳企。深冷市场公司之间的竞争主要在：冷链建设和渠道管理两个方面。
在冷链建设中，蒙牛来自大草原这里地广人稀，但是蒙牛的主要市场北京、上海等人口基数大的城市与草原相距较远，且酸奶的保质期短、一般为14-21天，对冷链的要求非常高，从鲜奶运送到加工厂直至送到市场销售整个环节都需要保持在2-6。这些都对蒙牛的冷链建设有了很高的要求，也意味着蒙牛建设符合标准的冷链需要花费较高的成本。
在冷链建设上，蒙牛来自人烟稀少的大草原，但蒙牛的主要市场，北京、上海等人口基数大的城市都远离草原，酸奶保质期短，一般
14-21 days. The requirements of the cold chain are very high. From the delivery of fresh milk to the processing plant to the delivery to the market, it needs to be kept at 2℃-6℃. All these have high requirements for Mengniu's cold chain construction, which also means that Mengniu's construction of a cold chain that meets the standards requires higher costs.蒙牛的冷链建设中的物流计划与控制分为日常操作型、日常管理型、额外业务型、战略规划型四种。日常操作中主要负责订单处理；产成品的经销存；产品的提供与服务；仓库与卖场之间的补货和调货；以及客户退货处理。日常管理型主要负责去面额订单管理；产品的销售预测；经销商的管理与考核；企业内部的运作绩效体系的建立与提高；产品促销推广计划的实施与评估；以及营销人员的培训、激励以及考核。例外业务型主要负责业务信息系统的中断处理；产品调价；客户投诉；产品回收；以及质量事故的处理。战略规划型主要负责年度营销计划的制定；预算的调整与监控；销售折扣、返利政策的制定；经销商的选择与评估；供应商的选择与评估。
The logistics planning and control in Mengniu's cold chain construction are divided into four types: daily operation type, daily management type, additional business type, and strategic planning type. In the daily operation type, it is mainly responsible for order processing; distribution and storage of finished products; product provision and service; replenishment and transfer between warehouses and stores; and customer return processing. The daily management type is mainly responsible for de-denomination order management; product sales forecast; dealer management and assessment; establishment and improvement of the internal operation performance system of the enterprise; implementation and evaluation of product promotion and promotion plans; assessment. The exception business type is mainly responsible for the interruption processing of the business information system; product price adjustment; customer complaints; product recycling; and the handling of quality accidents. The strategic planning type is mainly responsible for the formulation of the annual marketing plan; the adjustment and monitoring of the budget; the formulation of sales discount and rebate policies; the selection and evaluation of distributors; the selection and evaluation of suppliers.
蒙牛通过将其冷链物流计划分为四个模块，加强了企业对订单的控制，保证了客户服务以及监督的经销商、供应商的行为，保证了市场的稳定。
By dividing its cold chain logistics plan into four modules, Mengniu strengthens the control over orders, ensures customer service and supervises the behavior of dealers and suppliers, and ensures market stability.
参考资料：文字：百度；图片：微博；翻译：百度翻译
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