1、Unit 1What is logistics?什么是物流？1.课文翻译Text TranslationHow a bottle of Coca Cola coke moves to an end consumer 一瓶可乐是如何到达最终消费者手中的一瓶可乐是如何到达最终消费者手中的 If a consumer wants to have a bottle of Coca Cola coke,he can choose to:如果客户想买一瓶可口可乐，他可能选择：go straight to the manufacturer,buy it at ex-factory price(e.g.1.5
2、0 Yuan/bottle)but pay extra costs for bus fare(e.g.5 Yuan or more),totaling 6.50 Yuan plus time cost(hours of bus travel),or直接到厂家以出厂价(如1.50元/瓶)购买，但要支付额外的公共汽车费(如5元或更多)，总计6.50元，还要另加时间成本（数小时的巴士乘坐）,或者go to a supermarket and buy it at retail price(e.g.2.50 Yuan)with minimal time cost去超市以零售价购买(如2.50元/瓶)，时
3、间成本最低。Choice A is rarely the case because the total logistics cost of direct purchase from the manufacturer is prohibitive for any individual(2.6 times as much as the retail price in the above case),though its purchase price is much lower than the retail price.A选择选择是极少出现的情况，因为从厂家直接购买的总物流成本对于个人而言是极其昂
4、贵的（在上述的情况中，达到了零售价的2.6倍），虽然其采购价要比零售价低得多。Choice B is the most popular for individual consumers,in which the customer pays a higher retail price in exchange for ease of shopping and exemption of the time-consuming travel to the manufacturer,in addition to a lower total cost.B选择选择是个人零散客户最常用的选择，在此种方式下，客户
5、支付较高的零售价，在享有较低的总成本的同时，还可以换取购物的轻松并免除到厂家取货的耗时旅程。Generally speaking,movements of goods/product observe the typical supply chain model(See Figure 1).一般来说，商品/产品的流转需遵循典型的供应链模式（见图1）。ManufacturerManufacturer厂厂家家DistributorDistributor配送商配送商WholesalerWholesaler批批发发商商RetailerRetailer(Supermarket)(Supermarket)零
6、售商（超市）零售商（超市）End cEnd consumeronsumer最终最终客客户户Figure 1 A typical supply chain 图图1 典型的供应链The Coca Cola soft drink product moves by the typical supply chain.The retail price is higher because value is added to the product as it passes through each node in the supply chain(Figure 2).可口可乐软饮料产品就是依照典型的供应链来
7、移动的，其零售价更高，是因为当产品经过供应链的每个节点时增加了价值（图2）。ManufacturerManufacturer厂厂家家DistributorDistributor配送商配送商WholesalerWholesaler批批发发商商RetailerRetailer(Supermarket)(Supermarket)零售商（超市）零售商（超市）End End c consumeronsumer最终最终客客户户Figure 2 A presumptive value-added model图图2 推定增值模型 1.5 1.6 1.7 2.5 What is logistics?什么是物流？
8、Logistics,in a narrow sense,is the flow and storage of goods.狭义上讲，物流是商品的高效流动与存储。However,the Council of Logistics Management of USA has given an authoritative definition which is widely accepted by the logistics professionals.然而，美国物流管理协会给出了一个权威的定义，该定义受到物流专业人士的广泛接受。“Logistics is that part of the suppl
9、y chain process that plans,implements and controls the efficient,effective flow and storage of goods,service and related information from the point of origin to the point of consumption to meet customers requirements.”“物流是供应链的一部分，它对产品、服务和相关信息从原产地到消费地的高效率和高效力的流动及存储进行规划、实施和控制，以满足客户的要求。”What are the sc
10、opes of logistics activities 物流活动的范围是什么？As shown in the Figure 3,logistics activities are extensive and consist of various components.如图3所示，物流活动是广泛的并且包括了多种构成成份。Logisticsactivities Sourcing采采 办办 Purchasing采购采购 Warehousing仓储仓储 Transport运输运输 InventoryManagement库存管理库存管理FinancingSupport融资支持融资支持CustomerSu
11、pport客户支持客户支持Figure 3 Scope of logistics activities图图3 物流活动的范围 物流活动All facets of logistics 物流面面观From a wider perspective,we can conclude that logistics is or is about:从更加广泛的视角来看，我们可以得出结论，物流是或者是关于the flow and storage of goods,people,finance,services and related informationphysical distribution or dis
12、tribution of physical goodsan integral part of the supply chain商品、人员、资金、服务和相关信息的流动与存储实体配送或实体物资的配送供应链的整体部分integration and optimization of resourcesa value-added processefficiency increase and cost reductionInnovation资源的整合与优化一个增值过程提高效率与降低成本创新It is worth noting that there is a wide-spread misleading co
13、ncept about logistics,especially among amateurs,that logistics is transport.True,transport is the core component of logistics and without it nothing can move.Nevertheless logistics means far more than transport alone can convey.值得注意的是，人们，尤其是非专业人士，对物流有一种广泛的误导性概念，即认为物流就是运输。的确，运输是物流的核心构成部分，没有运输什么也动不起来。
14、即使如此，物流仍然比单独的运输所能传达的意义要深远得多。Reading materials 阅读材料阅读材料Production vs distribution 生产生产 vs 流通流通There are two types of primary activities concerning the production of products:production and distribution.关于产品的生产，有两类基本的活动：生产与流通。Production is the act or process of converting raw materials into semi-finis
15、hed goods or finished goods ready for sale/delivery.For instance,a flour mill buys wheat(raw materials)from farmers,processes it into flour(semi-finished products)and sells it to a bakery,who then turns it into bread(finished products)ready for sale to end consumers(Figure 4).生产是把原材料转换成半成品或成品供销售或交货的
16、行为或过程。譬如，一家面粉厂从农民处购买小麦（原材料）、加工成面粉（半成品）并将面粉出售给面包店，面包店用面粉做成面包（成品），用于出售给最终消费者（图4）。Figure 4 Conversion of raw materials into semi-finished products or finished products.图图4 原材料转换成半成品或成品WheatWheat（Raw MaterialRaw Material）小麦小麦(原料原料)FlourFlour(semi-finished product)(semi-finished product)面粉面粉(半成品半成品)Bread
17、Bread(finished product)(finished product)面包（成品）面包（成品）Distribution is the act or process of moving goods/product(semi-finished or finished)to various locations/customers.Usually manufacturers focus on production,while logistics companies engage in distribution of goods.流通是把商品/产品（半成品或成品）移动到不同地点或客户的行为或
18、过程。通常来说，制造厂商把重心放在生产上，而物流公司则从事商品的流通。Ideally an organization may engage in both production and distribution.However,owing to the complexity and substantiality of distribution,few companies perform well if they engage in both.理想情况下，一家公司可以既从事生产，也从事流通。然而，由于流通的复杂性和艰巨性，两样都做的公司很少能有良好的表现。There is now a new t
19、rend of outsourcing the distribution business to specialized companies,namely third-party logistics(3PL)companies,so that the manufacturers can concentrate more on core production operation while the logistics companies can handle distribution more deftly and professionally.现在有一种新趋势，就是把流通业务外包给专业化的公司
20、，即第三方物流公司（3PL），这样制造厂商就可以更好地集中精力于核心的生产运作，而物流公司也可以更娴熟、更专业地处理好流通业务。7.Key to the exercises练习答案练习答案 1.Answer the following questions in English:1.What is the definition of logistics?2.Logistics,in a narrow sense,is the flow and storage of goods.3.According to the Council of Logistics Management of USA,“L
21、ogistics is that part of the supply chain process that plans,implements and controls the efficient,effective flow and storage of goods,service and related information from the point of origin to the point of consumption to meet customers requirements.”2.Will an individual consumer choose to go strai
22、ght to a manufacturer and buy the items by himself?Why not?An individual consumer rarely go straight to the manufacturer because the total logistics cost of direct purchase from the manufacturer is prohibitive for any individual(2.6 times as much as the retail price in the above case),though its pur
23、chase price is much lower than the retail price.3.Why do most individual consumers go to a retail outlet instead of going to the manufacturer if they want to buy something?The reason that most individual consumers go to a retail outlet instead of going to the manufacturer is that the customer pays a
24、 higher retail price in exchange for ease of shopping and exemption of the time-consuming travel to the manufacturer,in addition to a lower total cost.4.Why is the retail price higher than the ex-factory price?The Coca Cola soft drink product moves by the typical supply chain.The retail price is hig
25、her because value is added to the product as it passes through each node in the supply chain.5.What are the scope of logistics activities?Logistics activities are extensive and consist of various components such as transport,inventory management,customer support,purchasing,warehousing,financing supp
26、ort and so on.2.Put the following words or phrases into Chinese:1.Manufacturer2.ex-factory price3.retail price4.direct purchase5.ease of shopping6.exemption of the time-consuming travel7.movements of goods/product8.supply chain9.each node in the supply chain10.flow and storage of goods11.logistics p
27、rofessionals12.plan,implement and control13.point of origin 14.point of consumption15.to meet customers requirements1.生产厂家2.出厂价3.零售价4.直接采购5.轻松购物6.免除耗时的旅行7.商品/产品的流转8.供应链9.供应链中的每个节点10.商品的流动及储存11.物流专业人士12.规划、实施及控制13.原产地14.消费地15.满足客户要求 3.Put the following words or phrases into English:1.运输2.库存管理3.客户支持4.
28、融资支持5.仓储6.采购7.实体配送8.实体物资的配送9.资源的整合与优化10.提高效率 11.降低成本12.增值过程1.transport2.inventory management3.customer support4.financing support5.warehousing6.purchase7.physical distribution8.distribution of physical goods9.integration and optimization of resources10.efficiency increase11.cost reduction12.a value-added processLogistics analysis Proposed options System design Transportation Distribution Warehousing Administrative Services Tracking/Reporting 分析 发展 服务及整合物流分析所提议的选择方案系统设计运输配送仓储行政服务跟踪/报告The End
