澳大利亚阿德雷德大学dissertation范例：澳大利亚Crocs公司产品的分销渠道及物流过程的论述

Australia distribution channel
澳大利亚的分销渠道

Crocs Australia currently provides 34 models under footwear category. 6 new models were launched in 2006. 20 models are planned to introduce to Australian market in 2007. A over 200% of new product increasing rate could be achieved at the end of 2007.
目前澳大利亚鳄鱼鞋帽类34款。在2006年推出6款新型。 20款是计划在2007年引进到澳大利亚市场。 新产品增长率可以在2007年年底实现超过200％。

Crocs Australia adopts both direct and indirect distribution channel to reach target end-consumers. 4 types of intermediaries which are retailer, department store, medical store and outdoor store are included in Crocs’ indirect distribution channel. According to Crocs Australian Operation Director, majority of intermediaries service mass production and they expect products Crocs supplied are value for money. For direct distribution channel, end-consumer could order Crocs’ product through Crocs website. Figure illustrates the distribution channel clearly.
澳大利亚鳄鱼采用直接和间接分销渠道达到目标的最终消费者。 4种类型的中介机构，零售商，百货商场，医药商店和户外店在Crocs的间接分销渠道。据Crocs的澳大利亚运营总监，大部分中介服务批量生产和他们期望的产品提供的鳄鱼是物有所值。对于直接分销渠道，最终消费者可以责令Crocs的产品通过鳄鱼的网站。图示出的分配信道清楚。

Figure: Crocs Australia Distribution Channel

As the major distribution channel, retail channel contributes high portion revenue to Crocs Australia. The number of retailers in the Crocs supply chain has increased significantly in the past two years. Taking Victoria as example; there were 112 retailers in 2006 compared to zero in 2005. It reached 140 at the middle of 2007. With the rapid growing intensity of retailers, sales revenue increased dramatically. It reached ＄2 million in 2006 compared to ＄500000 in 2005.
作为主要分销渠道，到Crocs的澳大利亚零售渠道贡献部分高。Crocs的供应链中的零售商数量在过去两年大幅增加。以维多利亚州为例，其中有112家零售商在2005年相比，2006年为零。它在2007年中期达到140。随着国民经济的快速增长的强度零售商，销售收入显着增加。与2005年的500000美元相比，它在2006年达到200万美元。
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As the most important participant of Crocs distribution channel, retailers play a critical role in expanding market. Crocs Australia has its own sales force to assist retailers. These sales representatives focus on selling the appropriate mix and quantity of Crocs products to retail accounts. They ensure Crocs products are displayed effectively at retail locations and provide point of sales assistance. In addition to provide sales assistance, Crocs Australia put efforts on various marketing activities, like Australian Show Fair which is hold twice a year; cinema advertisement, corporate advertising on paper, TV, etc. Crocs Australia targets to control 10% of footwear markets in 3 years.#p#分页标题#e#
Crocs的分销渠道作为最重要的参与者，零售商发挥了关键的作用，扩大了市场。 Crocs的澳大利亚拥有自己的销售力量，以协助零售商。这些销售代表着重适当的组合和数量Crocs的产品销售到零售账户。他们确保Crocs的产品显示有效零售网点和提供点销售协助。除了提供销售协助，澳大利亚鳄鱼把各种营销活动的努力，就像中国显示博览会，这是每年举行两次，电影院广告，企业广告纸，电视，等鳄鱼澳大利亚的目标是控制10％的鞋类市场3年。

Crocs Australia logistics process
澳大利亚Crocs物流过程

Retailers were allowed to put orders through fax, telephone, and e-mail. The order then was typed manually in system by Crocs order processor. To reduce the order discrepancy caused by human error and to decrease lead time of order processing, retailers were required to email finished order form in excel form to Crocs from 2006. Order forms are then transferred automatically into Crocs ERP system, named “E1”. E1 will provide shipping confirmation based on current inventory. Despatch list and invoice could be printed from E1 if items ordered are available. For retailers in Victoria, their orders will be picked and packed accordingly in Laverton Warehouse. Star Track, contracted local carrier, will then deliver to them. For incomplete orders, retailers will be advised to amend model or quantity based on current product availability.
允许零售商通过传真，电话和电子邮件进行订单，然后Crocs的顺序处理器系统中手动键入。为了减少人为错误造成的，顺序差异，订单处理，以减少交货时间，零售商需要在excel表格的形式从2006年到Crocs的电子邮件成品秩序。订购表格，然后自动传送到Crocs的ERP系统，命名为“E1”。 E1将提供基于当前库存的发货确认。寄发清单，发票可以打印从E1物品都可用。在维多利亚的零售商，他们的订单将被拾起，并相应的包装拉弗顿仓库。星轨道，当地运营商签约，然后交付给他们。对于未完成的订单，零售商会建议修改基于现有产品的可用性模型或数量。

Retailers provide monthly demand forecast to Crocs Australia twice a year. Crocs Australia orders with the third party factories in China based on forecast. They put orders in E1. E1 will generate order plan No. and advise estimated shipping date. To maintain low costs, majority shipments are shipped via sea through 20’ or 40’ container. Lead time is around 12 weeks. Sometimes, it would be longer due to high demand or insufficient manufacturing capacity. The longest lead time is 17 weeks so far. Once upon vessel arrival, Expeditors, the nominated forwarder will clear containers from customs and deliver to Crocs warehouse. Expeditors is required to finish custom clearance and delivery in 3 days. Long shipping lead time and tight time window required by retailers make Crocs increase inventory to ensure order completeness and on time delivery. Normally, they hold 6 month of average monthly sales/forecasted quantities.#p#分页标题#e#

Crocs Australia customer service level
澳大利亚Crocs的客户服务水准

Measurements like order fill rate and on-time delivery are used to evaluate customer service. These measurements were agreed by retailers and included in contracts. Quantity ordered and quantity fulfilled of each order will be updated in a daily order fulfillment report. Percentage of order achieved and on-time delivery are included in the report as well. Crocs Australia management could have a very clear understanding about customer service achieved in a daily base. According to the director, target order fill rate is 95% and target on-time delivery is 100%.
测量样订货满足率，准时交货是用来评估客户服务。这些测量零售商同意，并包含在合同中。订购数量，履行每个订单的数量将在每天的订单履行报告更新。为了实现百分比和准时交货，以及包含在报告中。澳大利亚鳄鱼管理可以有一个很清晰的了解客户服务，实现在每天的基础。据导演，目标为了填充率为95％，准时交货是100％的目标。

In addition to tracking daily order delivery performance, Crocs Australia built a customer service team to provide post-sales service to customers. They are responsible for customer information maintenance, customer complaints, goods return or any other customer requirements. Issues will be recorded in an issue tracker and followed. As an important indicator for related department performance, management will review the issue tracker on a timely way and ask related department take actions accordingly. According to the director, most issues are about order processing and order delivery.
除了跟踪每天的订单交付性能，Crocs澳大利亚建立了一个客户服务团队，为客户提供售后服务。他们负责客户信息维护，客户投诉，退货或任何其他客户要求。问题将被记录在问题跟踪和遵循。作为相关部门表现的一个重要指标，管理层将及时审查问题跟踪，并要求相关部门采取相应的行动。据导演，大多数问题是有关订单处理和订单交付。

The customer service team also takes care of services to end-consumer. They deal with end-consumer complaints and respond to end-consumer’s enquiry on regards to products. So far, there are only two complaints received from end-consumers. They are all about product quality issue.
客户服务团队的服务，也需要照顾到最终消费者。他们处理与最终消费者的投诉，并回应针对产品最终消费者的询问。到目前为止，只从最终消费者收到两宗投诉。它们都是关于产品质量问题。