The Construction of College Logistics Management-- Diamond Shape" Training System LIU Zhihua School of Business Administration, Jiangxi University of Finance and Economics, P.R.China, 330013 jethro@163.com Abstract: China's rapid economic development of the logistics industry promote the urgent need for a large number of logistics personnel, but the appropriate training of logistics management professionals cannot keep up with the pace of development, Universities as an important base for training logistics personnel to undertake the training senior and middle management personnel of the tasks of logistics, they Should cultivate innovation management, competitive management personnel. Innovation management and competitiveness come from a solid foundation of professional theory and a wealth of practical management, Therefore, the university can start with professional courses, practical skills, strategic management and professional certification, to form a diamond-type training system, to promote innovation and competitiveness in the formation of Logistics management personnel. Keywords: logistics personnel, diamond-based system, training pattern 1 Introduction Develop modern logistics industry vigorously was Section II of Expansion of producer services in Accelerate the development of services according to "Eleventh Five-Year Plan. In early 2009, Logistics industry will be one of the top ten industrial revitalization plans, while the development of modern logistics industry needs to rely on a large number of outstanding professionals. At present, China has basically formed a multi-level, comprehensive logistics education system, not only have a basic level of academic education, there are a variety of short and long term training and education, Not only college education, many institutions also added the direction of logistics or logistics and doctoral Master. According to statistics, by 2009, China set up the logistics colleges and universities has reached 279. 450 Vocational colleges set up the logistics, the number of colleges that set up logistics breakthrough 1000 estimate. The data show that, the demand of the Technical college talented person is 300000 400000 in 2010, there are about 1000000 2000000 people in work, the Statistics by Teaching Steering Committee of the Ministry of Education shows that, the number of the graduates in 2010 is only 110000 which contain the specialist total, 50000 people at work. This makes the shortage of logistics personnel in general; the gap between talent supply and demand is huge. 2 The Characteristics of Training Mode in Logistics Management College The research in training model for logistics management was focused on the analysis of domestic and international logistics Comparative Education, China Logistics Development of Higher Education Problems and Countermeasures Practical logistics training mode, etc. By the results of different researchers to analyze, although generally agreed that China's logistics education has a considerable amount of scale, however, in educational philosophy, curriculum, teaching methods, training mode logistics education there is a considerable gap compared to foreign advanced countries. Mainly reflected in the following areas: (1)More functional curriculum of Logistics Management Education were set up in Colleges and Universities in China, focus on the mastery and understanding of functional knowledge, while foreign education to focus more on the supply chain management and logistics business processes perspective, emphasis on setting the strategic course, Training students to use a system of thought to think from a 751
strategic perspective. (2)China's high-tech college applications in the logistics of the general lack of Courses in the class, Foreign Universities focus on business communications, information management courses, focusing on the application of high technology in logistics. (3)Domestic colleges and universities due to lack of the necessary hardware and software conditions and the teacher understands the teaching of theory and rich experience, Replace the practice of operating only in theory, cannot provide basic training in logistics business operating capacity, while foreign universities emphasis more on practical teaching and skills training. (4)In teaching methods, Overseas use more heuristic and the discussion type teaching method through the physical distribution case, So that students will be more interested in logistics management, the teaching effect is more remarkable. 3 Diamond-based Training System Michael. Porter wrote it in his book "Competitive Advantage of Nations" that an industry of a country can win the international competition, depending on the country's four environmental factors, Including: Factor of production (the production performance of A national competition in a particular industry); Demand conditions (the demand for the products or services provided by industry in Domestic market); Related industries and the performance support the industry (weather these industries and the upstream industry have internationally competitive); Corporate strategy, structure and competition(the enterprises basis in a country, organization and management forms, and the performance of the domestic market competition). These elements form a diamond system; the various elements influence each other, interact to embody the country's competitive advantage. Of the training system, we can imitate the diamond establishment of a competitive training system for professionals, Logistics Management University training system includes Logistics professional courses, logistics practice teaching, strategic management and professional certification, The ultimate goal is to train professional modern logistics management talents. 3.1 Professional Courses Logistics Courses is the main focus in Logistics Management of university training system. With the rapid development of modern logistics industry, the definition of Logistics is no longer a single traditional concept of warehousing and transportation, logistics industry has become a compound service industry aiming at integrating transportation, warehousing, freight forwarding and information industry etc. It is an important part of the national economy, covering broaden areas for more people to create jobs, promoting production and the promotion of industrial restructuring. It also played an important role in transformed the economic development and enhancing the competitiveness of the national economy. In this case, the universities, being the main place of training the professions of Logistics Management, the settings of the professional courses should be consistent with the law of development of logistics industry. According to the setting of the course and the features of the specialized subjects, the training target of the logistics course can be described as followed. Firstly, basing on the need of the local economy development. Secondly, regarding the modern logistics theory as the basis. Thirdly, using the practical operation of the modern logistics management and international logistics as features. Lastly, adapting the need of the logistical talent of different levels in the condition of the global economy. From the directions of the current point of view of logistics, we can sort the logistics into International logistics, Supply chain management, Chain logistics, Forth party logistics etc. Colleges and universities should set the appropriate direction for these courses. (1)International logistics Changes in international trade proposed some new requirements on logistics in quality, efficiency softy and some other things. Processing trade also change from the traditional one which mainly focusing on 752
producing processes to the direction of both storage and transportation. The domestic value chain also shows a trend of longer. Besides, the ability to increase domestic support has enhanced and the domestic procurement of raw materials and components has also become more prevalent. However, the construction of export processing zones, bonded logistics zones and bonded port will further expand the function of the international transfer, international procurement, international distribution, international enterpot trade and bonded processing and bonded logistics, which will then drive the development of the international logistics. In this case, for the direction of international logistics, the set of the professional college curriculum should be consistent with the needs of international logistics in logistics management personnel. (2)Supply chain management According to the definition of supply chain management in Logistics Term national standard (GB/T18354-2001), the supply chain management is a comprehensive plan for the use of computer network technology in the supply chain business flow, logistics, information flow, capital flow etc. to go on with planning, organizing, coordinating, controlling etc. Supply chain management mainly involves in four areas, supply, production planning, logistics and requirements. Functional areas mainly include product engineering, product technical assurance, procurement, production control, inventory control, warehouse management and distribution management. Ancillary areas, however, mainly include customer service, manufacturing, design engineering, accounting, human resources and marketing. The supply chain management not only requires the logistical managers to master the basic theory of logistics management, but also asks them to master the knowledge of the basic theory of supply chain management, purchasing management customer management, production operations management, supply chain planning etc. (3)Chain logistics With its specialization, economies of scale and division of labor, chain has become the world s dominant features of the trend of trail development. In our country, the scales volume of large and medium chain increased year after year and the number of chain has also enlarged. The characteristic of chain is the linking of interest, culture lock, network management, the large number of network and widely distributed. Besides the development of it is mainly reflected in the replication and expansion of the network. Therefore chain management should focus on the optimal allocation of resources, enhanced corporate image, store the location of the site selection, supply chain integration and so on. The development of China s thriving with the trend of chain is not commensurate with the corresponding chain logistics and distribution system that is left behind. In this case, we need to strengthen personnel training of logistics chain. The characteristic of the logistics chain determines the personnel training plan must require students to master the knowledge of the procurement management, logistics information management, ERP, distribution management, distribution system design and optimization. (4)Forth party logistics Forth party logistics is a supply chain integrator who, under the normal circumstances, leads us to build the forth part logistics services to share and publish information in order to promote the development of regional logistics industry for the government. It is the leading force of the supply and demand sides, and the third side. It is not the interested parties of logistics, but by owning information technology, integration capabilities and other resources to provide a complete supply chain solution in order to obtain certain profit. It helps the enterprises reduce costs and integrate the resources effectively. It relies on good third-party logistics providers, technology providers, management consulting and other value-added service providers to provide customers with a unique and comprehensive supply chain solution. The forth party logistics charges the third-party logistics arrangement outside the functional integration, because the global supply chain management relies on a third-party logistics to organize, integrate, it cannot be all - included, in addition to keep the speed and to maintain a effective operation, it must focus on their 753
nature and restructuring to operate, using cooperation rather than direct control of the method to obtain capacity. In order to do this, we should bring the knowledge and recourses outside a single organization into the forth party logistics. The knowledge system of the forth party logistics in personnel training includes third party logistics, supply chain management, logistics information management, logistics information technology applications etc. 3.2 Logistics Practice Teaching Logistics practice teaching goal is to develop students practical skills; College students do not have enough logistics practice opportunities, they cannot combines theoretical knowledge and practical because currently the high cost of laboratory construction logistics, laboratory equipment acquisition costs are high, most universities didn t set up the logistics lab. Practice teaching laboratory models can be divided into internal and external training base model. (1)School laboratory model. In the construction of Logistics Management College, Schools should be in conjunction with their own professional development needs, use all resources to build the school training room, to achieve the ability through the lab's logistics operation. School laboratory model is the basis of practical teaching mode; it is under the guidance of teachers, the organization of students to meet their practical needs, with appropriate technical equipment, laboratory study, Subject or course by participating in experiments and obtain the appropriate knowledge, developing hands-on operation, innovation and other practical teaching. School including two parts, course practice and simulation. Practice to be developed by integrating the curriculum pilot project and through the implementation of logistics software operation, Simulation practice is after all the courses, laboratories in schools comprehensive, dynamic simulation of practice. Simulation environment should be reflected in the practice of modern logistics technology content of the proportion of the curriculum, Highlight the practical skills training for students. Practical courses include: operations management, logistics information management, logistics, information technology and applications, supply chain management, logistics cost management, procurement management, distribution management, logistics system planning and design, transportation management, international logistics (2)Campus training base model. Training base model is the school-related enterprises and logistics industry, "research an important result of the construction. This is also the very important part in the Professional Practice of University Teaching logistics management. External training is to achieve high-level innovative talents cultivation, Schools combined with the logistics industry, the nature of work-related enterprises and characteristics established in the school to train students in practical ability, creativity and solidarity, collaboration, Implementation of "theoretical issues - design - practical application - practice summary" of a practice teaching. Training should be based on professional training outside the direction of affiliated enterprises, such as the cargo base, warehousing and distribution enterprises, foreign trade enterprises, chain, logistics parks, ports, manufacturing. Graduation practice can be used to carry out research cooperation projects and enterprise systems planning and design of logistics training, Such as designing business procurement logistics, production logistics, distribution logistics, and recycling logistics. Engineering can also carry out alternate ways to school work and production positions alternatively, use the environment resources of school and enterprise. 3.3 Strategic Management Strategic management means that an enterprise to determine its mission, according to the external environment and internal organizational conditions for setting the strategic objectives, to ensure the correct implementation of the objectives and progress of plan implementation, ability to rely on internal planning and decision-making that implementation, and process control in the implementation of a dynamic management process. Michael Porter believes that an effective strategic management must have the five key points: Unique 754
values, well-designed for the customer value chain, a clear choice, interactivity, persistence. Logistics personnel training system in the university strategic management, including strategic management and strategic management of logistics. Enterprise business strategy is based on changes in the environment, their own resources and strengths to choose the business areas and products, Form their own core competence and winning by differentiation. With the world economy, the acceleration of globalization and integration process and the consequent intensification of international competition, and rising demand business strategy. Logistics strategy is to seek the sustainable development of the logistics to logistics development goals and ways and means to achieve their goals and to develop long-term, overall planning and strategy. Logistics Strategy is functional level strategy and it belongs to the same level with corporate marketing strategy, manufacturing strategy, financial strategies and human resource strategy. Logistics strategy improves the status of decision-making in the business strategy. In many companies, the logistics management of important recommendations made strategic decisions of enterprises plays a decisive impact and may even be the enterprise-based strategies to logistics strategy. From the perspective of personnel training, the highest level of certification examinations is the logistics strategy in the Certificate Manager in Royal Institute of Logistics Transport. Urgent need for a considerable number of Chinese enterprises strategic management of logistics personnel, mainly including: (1)Modern business management has been based from the enterprise level planning and planning phase into the planning of future strategies based on the enterprise. (2)Chinese logistics just begun to start, enterprises must clear strategic direction, strategic objectives and strategic measures. (3)High level of integration of modern logistics, integrated logistics services, needs to integrate resources in the strategic sense and rational allocation of resources. (4)Logistics for Chinese enterprises, with enormous challenges, complexity and difficulty. 3.4 Professional Certification China's logistics market continues to expand, leads directly to the needs of the community rapidly warming logistics professionals, Huge market demand, the traditional mode of education cannot give timely and supply appropriately, direct detonated a huge gap in supply and demand market of logistics training, Thus different forms of logistics and short-term vocational training in a series of training have first emerged like mushrooms. Such short-term training often cannot be guaranteed on the quality of training, more for licensing of the examination, Lack of basic theoretical knowledge on the logistics of learning, the vocational qualification certificate winner cannot be in the logistics industry should play the role of the certificate. Universities as the main training site, systematically education for the future talented person, teach the basic theory of Logistics Management, Strengthen the concept of logistics to the students, to help build the future of logistics strategic management thinking with comprehensive professional education courses and the practice of targeted skills training. At the same time they should also help these future managers to obtain the corresponding professional qualification certificate. In the professional qualification certification, at present, professional qualifications mainly include: Logistician Certification organized by China Federation of Logistics and Purchasing and National Logistics Standardization Technical Committee; Professional managers of China's logistics certification organized by China Communications and Transportation Association and Office of the National Higher Education Self Examination; Logistics Vocational Qualification organized by Royal Institute of Logistics Transport and International Institute of Logistics and Transport; The CTL organized by American Society of Transportation and Logistics; China Federation of Logistics and Purchasing Procurement also organized a national vocational qualification certificate registration, Identification of professional qualifications and ability level Domestic procurement and supply chain management, according to Up national standards for the procurement division professional qualification. 755
Through this professional certification, university courses can be eligible for training, education and vocational combination to make can quickly obtain the corresponding professional qualification certificate while in school and go after the logistics management positions more quickly into management. 4 Conclusion College is the main positions to train professionals, With China's rapid economic development; the demand for logistics professionals is also growing, there is a large number of colleges setting up logistics, However, personnel training is still lagging behind the state, there is a big distance between Graduates and social requirements of the logistics, lacking of competitiveness in the market. Therefore, universities should strengthen the practice teaching, train students in practical skills, establish the correct business strategy and the strategic concept of enterprise logistics, Actively guide students in the professional certification of quality, This enables professionals have strong competitiveness, meet the market demand for logistics. References [1]. Michael. Porter, Competitive Advantage of Nations CITIC Publishing House, 2007:25~30 (in Chinese) [2]. Ouyangquan, The development of the logistics industry structure based on the logistics of Applied Training System Logistics Technology, 2010(3):155~157 (in Chinese) [3]. Haoxiaohua, Based on the application of innovative Curriculum Training System Liaoning Technical University (Social Sciences), 2010(1):111~112 (in Chinese) [4]. Panwenjun, Practice Teaching System for Logistics Research, Chongqing Jiao tong University (Social Sciences), 2007(4):131-133 (in Chinese) [5]. Liudaoyu, Creative Talents in University System, Discover Higher Education, 2011(1):5~11 (in Chinese) 756