服务管理Strategyppt课件.ppt

3 1 Copyright 2006byTheMcGraw HillCompanies Inc Allrightsreserved McGraw Hill Irwin ServiceStrategy Chp3 3 3 ChapterOutline TheStrategicServiceVisionTheServiceDesignUnderstandingtheCompetitiveEnvironmentofServicesCompetitiveServiceStrategiesWinningCustomersintheMarketplaceTheCompetitiveRoleofInformationinServices 3 4 SUPPLEMENTARYMATERIALS JamesL Heskett W EarlSasser Jr andChristopherW L Hart ServiceBreakthroughs FreePress NewYork 1990 JeffreyF RayportandJohnJ Sviokla ExploitingtheVirtualValueChain HarvardBusinessReview November December1995 pp 75 85 Case SouthwestAirlines A HBScase575 060 SouthwestAirlinesbeganasasmallintrastateTexasairline operatingcommuterlengthroutesbetweenDallas LoveField Houston andSanAntonio InJune1971 havingovercomelegalhurdlesraisedbyentrenchedBraniffandTexasInternational Southwestinauguratesservicewithamassivepromotionalcampaignandmanyinnovationsdesignedtoattractpassengers OnFebruary1 1973 SouthwestmustdecidehowtorespondtoBraniff s HalfPriceSale 3 5 Formulateastrategicservicevision Discussthecompetitiveenvironmentofservices Describehowaservicecompetesusingthethreegenericservicestrategies Discusstheservicepurchasedecision Discussthecompetitiveroleofinformationinservices LearningObjectives 3 6 Keyterms Overallcostleadership 成本领先 Differentiation 差别化 Focus 集中 ServiceQualifier 服务资格标准 ServiceWinner 服务优胜标准 ServiceLoser 服务失败标准 Yieldmanagement 收益管理 Expertsystems 专家系统 Dataenvelopmentanalysis DEA 数据包络线分析 3 7 Servicestrategytheory Heskett Sasser Schlesinger 1997 TargetMarketSegments ServiceConceptOperatingStrategyServiceDeliverySystem 3 8 StrategicServiceVision TargetMarketSegmentsWhatarecommoncharacteristicsofimportantmarketsegments Whatdimensionscanbeusedtosegmentthemarket demographic psychographic Howimportantarevarioussegments Whatneedsdoeseachhave Howwellaretheseneedsbeingserved inwhatmanner bywhom Difficulty howtocopywithpotentialconsumersoutsidethetargetmarket 3 9 StrategicServiceVision ServiceConceptWhatareimportantelementsoftheservicetobeprovided statedintermsofresultsproducedforcustomers Howaretheseelementssupposedtobeperceivedbythetargetmarketsegment bythemarketingeneral byemployees byothers Howdocustomersperceivetheserviceconcept Whateffortsdoesthissuggestintermsofthemannerinwhichtheserviceisdesigned delivered marketed 3 10 StrategicServiceVision OperatingStrategyWhatareimportantelementsofthestrategy operations financing marketing organization humanresources control Onwhichwillthemosteffortbeconcentrated Wherewillinvestmentsbemade Howwillqualityandcostbecontrolled measures incentives rewards Whatresultswillbeexpectedversuscompetitionintermsof qualityofservice costprofile productivity morale loyaltyofservers 3 11 StrategicServiceVision ServiceDeliverySystemWhatareimportantfeaturesoftheservicedeliverysystemincluding roleofpeople technology equipment layout procedures Whatcapacitydoesitprovide normally atpeaklevels Towhatextentdoesit helpinsurequalitystandards differentiatetheservicefromcompetition providebarrierstoentrybycompetitors 3 12 StrategicServiceVision TheelementsneedtobeconsideredindesigningastrategicservicevisionFourstructuralelements 结构要素 Deliverysystem Facilitydesign Location CapacityplanningFourmanagerialelements 管理要素 Serviceencounter Quality Managingcapacityanddemand Information 3 13 Servicedesign ComponentsofservicedesignProductelements 产品要素 Conditionelements 环境要素 Explicitelements 显性要素 Implicitelements 隐性要素 Thebasisprocessofservicedesignenterpriseandcustomerstudy wholeserviceproductdesign servicedeliverysystemdesign Hardwaredesign Softwaredesign Facilitylocation Capacityplanning Facilitylayout Servicequality Serviceprocess Servicedisplay Enterprisegoals Customerstudy Operatingcharacteristic Explicitserviceelementsdesign Implicitserviceelementsdesign Conditionelementsdesign Goodselementsdesign Thewholeserviceproductdesign Theservicedeliverysystemdesign Figure3 1 Theformofservicedesign 3 15 RelativelyLowOverallEntryBarriers 总体准入障碍低 EconomiesofScaleLimited 难以达到规模经济 HighTransportationCosts 运输成本高 ErraticSalesFluctuations 不稳定的销售波动 NoPowerDealingwithBuyersorSuppliers 与购买者或供应商交易时缺乏话语权 ProductSubstitutionsforService 产品替代 HighCustomerLoyalty 顾客忠诚 ExitBarriers 退出障碍 CompetitiveEnvironmentofServices 3 16 CompetitiveServiceStrategies Figure3 2 Marketpositionofgenericstrategies 3 17 Overallcostleadership 成本领先 acompetitivestrategybasedonefficientoperations costcontrol andinnovativetechnology Varietyofapproachestoachievelow costleadershipSeekingOutLow costCustomers 寻求低成本顾客 StandardizingaCustomService 顾客服务的标准化 ReducingthePersonalElementinServiceDelivery promoteself service 减少服务传递中人的因素 ReducingNetworkCosts hubandspoke 中心辐射网 降低网络费用 TakingServiceOperationsOff line 非现场服务作业 CompetitiveServiceStrategies 3 18 Differentiation 差别化 Acompetitivestrategythatcreatesaservicethatisperceivedasbeingunique VarietyofapproachesfordifferentiationMakingtheIntangibleTangible memorable 使无形产品有形化 CustomizingtheStandardProduct 将标准产品定制化 ReducingPerceivedRisk 降低感知风险 GivingAttentiontoPersonnelTraining 重视员工培训 ControllingQuality 控制质量 CompetitiveServiceStrategies 3 19 Focus 集中 acompetitivestrategybuiltaroundtheconceptofservingaparticulartargetmarketverybyaddressingthecustomers specificneed Themarketsegmentcouldbeaparticular BuyerGroup e g USAAinsuranceandmilitaryofficers ServiceOffered e g ShouldiceHospitalandherniapatients GeographicRegion e g AustinCableVisionandTVwatchers CompetitiveServiceStrategies 3 20 CustomerCriteriaforSelectingServiceProviderAvailability 可获性 24hourATM Convenience 便利性 Sitelocation Dependability 可靠性 On timeperformance Personalization 个性化 Knowcustomer sname Price 价格 Qualitysurrogate Quality 质量 Perceptionsimportant Reputation 声誉 Word of mouth Safety 安全 Customerwell being Speed 速度 Avoidexcessivewaiting Winningcustomersinthemarketplace 3 21 ServiceQualifier 服务资格标准 criteriausedbyacustomertocreateasubsetofservicefirmsmeetingminimumperformancerequirement Examplesarecleanlinessforafastfoodrestaurantorsafeaircraftforanairline ServiceWinner 服务优胜标准 criteriausedbyacustomertomakethefinalpurchasedecisionamongcompetitorsthathavebeenpreviouslyqualified Exampleisprice ServiceLoser 服务失败标准 criteriarepresentingfailuretodeliveraserviceatorabovetheexpectedlevel resultinginadissatisfiedcustomerwhoislostforever Examplesarefailuretorepairauto dependability rudetreatment personalization orlatedeliveryofpackage speed Winningcustomersinthemarketplace 3 22 CompetitiveRoleofInformationinServices Figure3 2 Strategicrotesofinformationinservices 3 23 CreationofbarrierstoentryReservationsystems 订票系统 Frequentuserclub 会员俱乐部 Switchingcosts 转换成本 RevenuegenerationYieldmanagement 收益管理 aninformationsystemthatattemptstomaximizerevenueforserviceswithtime perishablecapacity Pointofsale 销售点 Expertsystems 专家系统 acomputerprogramthatcanmakeinferencesusingaknowledgebaseanddecisionrules DatabaseassetSellinginformation 出售信息 Developingservices 开发服务 Micromarketing 微观营销 CompetitiveRoleofInformationinServices 3 24 CompetitiveRoleofInformationinServices ProductivityenhancementInventorystatus 库存状况 Dataenvelopmentanalysis DEA 数据包络线分析 Note Dataenvelopmentanalysis DEA isalinearprogrammingtechniquethatmeasurestheperformanceofserviceunitstodetermineanefficiencyfrontierforinternalbenchmarking 3 25 LimitsintheuseofinformationAnti competitive Barriertoentry Fairness Yieldmanagement InvasionofPrivacy Micro marketing DataSecurity Medicalrecords Reliability Creditreport CompetitiveRoleofInformationinServices 3 26 DiscussionTopics 1 Giveexamplesofservicefirmsthatuseboththestrategyoffocusanddifferentiationandthestrategyoffocusandoverallcostleadership 2 Applythestrategicserviceconcepttoaserviceofyourchoice andillustratehowalleightelementssupporttheservicestrategy 3 Whatethicalissuesareassociatedwithmicro marketing 4 Foreachofthethreegenericstrategies i e costleadership differentiation andfocus whichofthefour