OPTIMIZING THE PRODUCT SUPPLY CHAIN FROM A MARKETING POINT OF VIEW

This article discusses the issues of optimizing the product supply chain from a marketing perspective. The inextricable link between the supply chain and marketing strategy, the importance of a customer-oriented approach, and the issues of adaptability to market requirements are analyzed. Based on international experience, the mechanisms of marketing-based supply chain management in developed countries are studied. The research results prove that optimizing the supply chain increases the competitiveness of the enterprise and ensures customer satisfaction.本文从营销视角探讨产品供应链优化相关议题。文章分析了供应链与营销策略间密不可分的关联、以客户为中心的理念的重要性，以及适配市场需求的相关问题。本文基于国际实践经验，研究了发达国家中基于营销的供应链管理运作机制。研究结果证实，优化供应链可提升企业竞争力并保障客户满意度。