企业运营管理--运营竞争讲义(ppt 62页).ppt

Chapter1CompetewithOperations运营竞争 OperationsManagement运营管理 HistoryofOperationsManagement运营管理沿革 From1980sJIT TQMFactoryAutomationReengineeringSupply chainManagementE commerce TrendsinOperationsManagement运营管理趋势 ServicesectorgrowthProductivitychangesGlobalcompetitionEthical workforcediversity andenvironmentalissues Outline概要 Operationsintermsinputs processes outputs informationflow suppliers andcustomers Operationsasafunctionalongsidefinance accounting marketingandHR OMisfundamentaltobothmanufacturersandserviceproviders Theroleofoperationstrategyasasourceofcompetitivestrengthinaglobalmarketplace Linkmarketingstrategytooperationsstrategythroughtheuseofcompetitivepriorities Operationsstrategyisapatternofdecisionstoachievecertaincompetitivepriorities DiscusstheneedforOMtodevelopandmaintainbothintraorganizationalandinterorganizationalrelationships WhatisaOM什么是运营管理 Thesystematicdesign directionandcontrolofprocessesthattransforminputsintoservicesandproductsforinternal aswellasexternal customers WhatisaProcess什么是流程 Anyactivityorgroupofactivitiesthattakesoneormoreinputs transformsandaddsvaluetothem andprovidesoneormoreoutputsforitscustomers Externalvs InternalCustomers ExternalCustomersarethosewhopurchasethegoodsandservices InternalCustomersarethosewhoreceivetheoutputofotherswithinthefirm Theyarepartofthetransformationprocess InputsHREquipmentFacilitiesMaterialsServicesLandEnergy ProcessesandOperations Addingvalue OutputsServicesGoods Internal externalcustomers Informationonperformance WhatisaProcess什么是流程 Anexample ProcessViewofanAdAgency广告公司流程图 Accountingprocess ProductionprocessPrepareadforpublicationanddelivertomediaoutlets AdvertisementdesignandplanningprocessCreatetheadtotheneedsoftheclientandprepareaplanformediaexposure OutputinterfaceprocessCommunicatewithclient getneeds andcoordinateprogress Inputs Outputs NestedProcesses储备流程 AdvertisementDesignandPlanningProcess广告设计与计划 CreativedesignprocessReceiveworkrequestAssembleteamPrepareseveraldesignsReceiveinputsfromAccountExecutivePreparefinalconceptReviseconceptperclient sinputs MediaplanningprocessReceiveworkrequestPrepareseveralmediaplansReceiveinputsfromAccountExecutivePreparefinalplanReviseplanperclient sinputs Theconceptofaprocesswithinaprocess OperationsManagementasaSetofDecisions运营管理决策 StrategicDecisions战略决策 长期 跨部门 TacticalDecisions战术决策 中 短期 具体 重复 DevelopmentofnewcapabilitiesMaintenanceofexistingcapabilitiesDesignofnewprocessesDevelopmentandorganizationofvaluechainsKeyperformancemeasures ProcessimprovementandperformancemeasuresManagementandplanningofprojectsGenerationofproductionandstaffingplansInventorymanagementResourcescheduling OMasaSetofDecisions运营决策内容 Thedecisionsmaybedividedintofivecategories Strategicchoices Process Quality Capacity location andlayout Operatingdecisions OperationsManagementasaFunction CorporateStrategyandKeyFunctionalStrategies Functionalstrategies OperationsFinanceMarketingOthers Corporatestrategy CorporateStrategy StrategicConsiderations企业战略 Developingacorporatestrategyinvolvesthreeconsiderations Respondingtopressuresforflexibility Monitoringandadjustingtochangesinthebusinessenvironment IdentifyinganddevelopingcorecompetenciesFlexibility developacapabilityforchangeCoreCompetenciesaretheuniqueresourcesandstrengthsanorganizationpossesses CorporateStrategy CoreCompetencies核心竞争力 Corecompetenciesinclude Awell trainedandflexibleWorkforceHavingwell located flexibleFacilitiesHavingMarketandFinancialKnow How ExpertiseinSystemsandTechnology Thecorecompetenciesshoulddeterminethefirm scoreprocesses Thesecanincludecustomerrelations newservice productdevelopment orderfulfillment andsupplierrelationships Afirmmayhavealloftheseorfocusonasubsetofthem asdeterminedbyitscorecompetencies FedEx Whyaretheysuccessful FastOn timedeliveriesRelativelylowcostTechnologyinshipmenttracking CorporateStrategy GlobalStrategies全球战略 Aglobalstrategymayincludebuyingforeignservicesorpartsandenteringorexpandingforeignmarkets Twoeffectiveglobalstrategiesare StrategicAlliancesCollaborativeeffortsJointventuresTechnologylicensingLocatingabroad ArrivingattheCompetitivePriorities CorporateStrategyenvironmentalscanningcorecompetenciescoreprocessesglobalstrategies MarketAnalysis市场分析 AMarketAnalysisisonekeytodevelopingacustomer drivenstrategy andisaccomplishedintwoparts MarketSegmentation whichidentifiesgroupsofcustomerswithenoughincommontowarrantdevelopingservicesand orproductsforthem DemographicfactorsPsychologicalfactorsIndustryfactors MarketAnalysis市场分析 NeedsAssessmentidentifiestheneedsofeachmarketsegment Needsincludesuchthingsas ServiceorproductneedsDeliverysystemneedsVolumeneedsOtherneeds ArrivingattheCompetitivePriorities CorporateStrategyenvironmentalscanningcorecompetenciescoreprocessesglobalstrategies CompetitivePriorities竞争重点 Cost1 Low costoperationsQuality2 Highperformancedesign3 ConsistentqualityTime4 Deliveryspeed5 On timedelivery6 DevelopmentspeedFlexibility7 Customization8 Volumeflexibility LowCostasaCompetitiveCapability成本 使产品更便宜 LowCostmeansdeliveringaserviceorproductatthelowestpossiblecosttothesatisfactionofthecustomer TopQuality Deliveringanoutstandingserviceorproduct Considerableinteractionwiththecustomersmayberequiredtodeterminewhatthatmeans ConsistentQuality Producingservicesorproductsthatmeetdesignspecificationsonaconsistentbasis QualityasaCompetitiveCapability优质的产品 质量和可靠性 TimeasaCompetitiveCapability时间 交货速度与可靠性 开发速度 DeliverySpeedisquicklyfillingacustomer sorder LeadTimeisthetimebetweenreceiptofanorderandfillingtheorder On TimeDeliverymeansmeetingthedeliverytimepromises DevelopmentSpeedisquicklyintroducinganewserviceorproduct Time BasedCompetitionisastrategythatfocusesondevelopmentspeedanddeliveryspeed Customizationmeanssatisfyingtheuniqueneedsofeachcustomerbychangingtheserviceorproductdesigns VolumeFlexibilityrequiresacceleratingordeceleratingtherateofproductionquicklytohandlelargefluctuationsindemand FlexibilityasaCompetitiveCapability灵活性 定制 批量 OrderWinnersandOrderQualifiers订单赢得要素与订单资格要素 Firmshavetochooseamongcompetitivepriorities WHY OrderWinnersarecriteriafordifferentiatingservicesorproductsofonefirmfromthoseofanother Price quality time flexibility aftersalessupport reputation etc OrderQualifiersaredemonstratedlevelsofperformancerequiredtodobusinessinaparticularmarketsegment OperationsStrategy运营战略 Operationsstrategyisthemeansbywhichoperationsimplementsthefirm scorporatestrategyandhelpstobuildacustomer drivenfirm Itlinkslong termandshort termoperationsdecisionstocorporatestrategy Itisthecoreofmanagingprocessesandvaluechains Customer DrivenOperationsStrategy Corporatestrategyviewstheorganizationasasystemofinterconnectedparts eachworkingwiththeotherstoachievedesiredgoals OperationsStrategysupportsthecorporatestrategyandrequirescontinuouscross functionalinteraction Theoperationsstrategyshouldbecustomerdriven CorporateStrategyandKeyOperationsManagementDecisions Operationsstrategy ServicesStandardizedservicesAssemble to orderCustomizedservices Corporatestrategy ManufacturingMaketostockAssemble to orderMaketoorder MaketoStockholdingitemsinstockforimmediatedelivery AssembletoOrderproducecustomizedproductsfromrelativelyfewassembliesandcomponentsaftercustomerorderreceivedMaketoOrderprovideindividualizedservices ManufacturingStrategy制造战略 StandardizedServiceprovideserviceswithlittlevarietyinhighvolumes AssembletoOrderincludeprocessesthatproduceasetofstandardizedservicesandprocessesthatdevotedtoassemblingstandardizedofferingforaspecificcustomer sneeds CustomizedServicesprovideindividualizedservices ServiceStrategy服务战略 ServiceorProductDevelopmentStrategies服务 产品开发战略 ProductVariety Offeringawideassortment Design Easeofuseanddesirablefeatures Innovation Translatenewtechnologyintonewproducts Service Productswithservicesadded Leader Beingfirsttointroducenewservicesand orproducts MiddleoftheRoad Waitfortheleaderstointroducenewservicesand orproducts Laggard Waittoseeiftheleader snewservicesand orproductscatchoninthemarket Product serviceimplicationsProductorserviceshouldbedesignedtoconsistsofindependentmodules ProcessimplicationsProcessesshouldbedesigntomeetawidevarietyofneeds InternetimplicationsInternetallowthecustomerstoconfiguretheirownproducts serviceseasilyandquickly Masscustomization大规模定制 OperationsStrategiesasaPatternofDecision ServicesStandardizedservicesAssemble to orderCustomizedservices ManufacturingMaketostockAssemble to orderMaketoorder Operationsstrategy MatchingCapabilitiestoPriorities Thetablebelowshowshowacreditcarddivisionmatchedtheircapabilitiestotheirprioritiesanduncoveredgapsintheiroperatingstrategy OMasaninter