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제품다양성이 공급사슬에 미치는 영향:종합리뷰 및 미래연구 바향

The Impact of Product Variety in The Supply Chain:An Integrative Review and Future Research Direction

김영아
한국마케팅학회 (Korean Marketing Association)|2005.04|아시아마케팅저널 (Asia Marketing Journal)|제7권 제1호|pp. 67-89

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키워드

공급사슬supply chain제품다양성플렛폼기반 개발product varietyplatform-based development
주제분류경영학

초록

최근 몇 년 동안, 빠르게 진보하는 기술, 국제적 경쟁, 성숙된 소비자들의 출현 등으로 많은 산업분야에서 제품 다양성은 급격하게 증가되어왔다. 기업들은 자사가 생산 또는 판매하는 제품의 다양성을 확보함으로써 고객만족이 증대하고, 이러한 결과로 자사의 시장점유율과 수익률을 증가시키고자 노력한다. 본 연구는 선행된 제품다양성에 관한 문헌연구를 전반적으로 검토하여, 공급사슬상의 기업 및 사업부 내 제품다양성 효과를 밝히고 미래연구 방향을 제시하는데 연구 목표가 있다. 즉, 본 연구는 먼저, 문헌연구에 대한 재검토를 통해서 제품 다양성 수준을 제품설계, 생산, 구매, 물류, 마케팅과 같은 각각의 공급사슬 기능별 단위들로 구분하여 정리하고, 이러한 공급사슬 각 부문에서 수행된 기능들에 대한 제품 다양성의 긍정적, 부정적 영향들을 밝히고자 한다. 또한, 다양성을 위한 제품 설계 할 때, 모듈방식, 부품공유와 같은 제품생산 비용절감에 도움이 되는 요인들, 주문 처리과정, 구매부품 다양성 정도와 같은 구매비용절감에 관련된 요인들, 시장 점유, 고객만족, 경쟁적 우위, 수요예측과 같은 마케팅 관점에서의 제품다양성에 관한 요인들을 분류 제시하고자 한다. 끝으로, 미래연구 방향에 대해서 논의한다.

Abstract

In recent decades, product variety has increased dramatically in most industries. Rapidly evolving technologies, global competition, and sophisticated customers have contributed to an increase in product variety in many industries. In this paper, I study the impact of product variety on several businesses in the supply chain through literature review. By study of literature, this paper presents the benefits and drawbacks of increasing product variety on functions performed in several departments, such as engineering, manufacturing, purchasing, logistics and marketing. It provides a brief overview of the various techniques like modularity, component sharing, and platform-based development, which are helpful in reducing the costs, when designing for variety. It also provides a brief overview of order processing, purchased component/part variety, which are helpful in reducing the purchasing costs, and customer satisfaction, market advantage, market share, competitive advantage and demand forecast, which are useful in impact of product variety on marketing. Future research directions are discussed.

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