一、实体分配的涵义与作用实体分配是企业营销管理的职能之一。它是指商品从生产企业运送到购买者所在地的全部过程,包括运输、仓储、搬运、存货控制、订货单传递等。实体分配的有效组织和管理,表现在消费者和用户想要购买的时间和地点提供商品,以便吸引顾客并使之满意,从而促进销售;同时,力求最大限度地降低分配成本,尽可能增加盈利。这是因为实体分配成本在销售额中占的比例较大,一般占5—25%,而且还是一个“成本经济的未开发领域”,搞好其决策可以节约大笔费用。商品运输和仓储是实体分配的两项主要决策,是实 First, the meaning and role of the distribution of entities Entity allocation is one of the functions of corporate marketing management. It refers to the entire process of the delivery of goods from the manufacturing company to the buyer’s location, including transportation, warehousing, handling, inventory control, and order delivery. The effective organization and management of physical distribution is to provide goods at the time and place where consumers and users want to buy, in order to attract customers and make them satisfied, so as to promote sales; at the same time, it strives to minimize distribution costs and maximize profitability. . This is because entity allocation costs account for a large proportion of sales, generally accounting for 5% to 25%, and it is also a “cost-undeveloped area.” Making good decisions can save a lot of money. Commodity transportation and warehousing are the two major decisions in the allocation of entities.