Case Research On The SCM Of China National Tobacco Company Dalian Branch

Faced with the challenge of the 21th Century, the competition among the enterprises has changed gradually to the competition of supply chains. How to respond to the market quickly and shorten the supply chain has become a new issue of the enterprise management. Links between wholesalers'upstream and manufacturers, and those between downstream and retailers have become the key bonds connecting producers and retailers. How to manage market forecast, products analysis, products purchase, inventory control has become an important issue for the wholesale enterprises. Therefore, it is theoretically meaningful to do a research on a perfect and efficient supply chain system which is dominated by wholesalers and runs through the upstream and downstream.China practices national tobacco monopoly. Cigarette circulating enterprises (e.g. the local tobacco company) are state-owned companies that are authorized by the nation to wholesale cigarettes in their own region. They have to fulfill consumers'needs and meanwhile to insure not to defraud the revenue. CNTC Dalian Branch, as a cigarette wholesale enterprise to link the key process between the upstream manufacturer and downstream retailers, must conduct a market-oriented reform based on modern management theory, so as to optimize and integrate the supply chain, increase the supply of cigarettes, and improve the relationship with customers, as well as to decrease the operational cost.Based on the case of CNTC Dalian Branch, this study aims to find out the deep-rooted causes which restrain enterprise supply chain management through an in-depth research into the enterprise purchase and supply. It also explores and investigates the buildup of cigarette supply chain system in terms of needs forecast, purchasing process, inventory control, and customer relationship management, in order to obtain the goals of increasing enterprise supply, improving customer satisfaction, decreasing operational cost, and increasing profits, and thus pushing cigarette circulation enterprises to transform from the traditional business to an advanced modem circulation system.