价值链讨论会ppt课件

1、Background, Methods and Management Principles背景，方法和管理原那么July 2005 2005年7月VALUE CHAIN WORKSHOP价值链讨论会.WORKSHOP OBJECTIVES讨论会目的To develop deeper understanding of value chains in the global food system开展对于在全球食品系统中价值链的更深层的了解To address value chain project design and formation从事价值链方案的设计和构成To develop value

2、chain program and project management skills开展价值链工程和方案管理技术.CONTENT内容Part 1: General introduction on value chain development 部分1：总体引见价值链开展Part 2: Principles of value chain project development 部分2：价值链方案开展原理Part 3: Cases and critical success factors 部分3: 案例和重要胜利要素.PART 1GENERAL INTRODUCTION ON VALUE CHA

3、IN DEVELOPMENT部分1：总体引见价值链开展.CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改动Mass individualisationReaction industryconcentrationadded valueinternationalisationnew technologyco-operationFundamental shiftspluriform consumersconsumer drivenmarket accessindustry responsibilitysustainable solutionsChain revers

4、al.consumertradeproducerconsumerretailPresent market pull long term chain orientedPast product push short term linkage orientedtradeproducerretail ChainreversalCHANGES IN THE GLOBAL FOOD SYSTEM.CHANGES IN THE GLOBAL FOOD SYSTEMChanging structureproductionproductsdistribution.DK: FOTEK/MAPPUK: IGDNL:

5、 ACCWORLD-WIDE ATTENTION FOR CHAINDEVELOPMENTPT: SPICanada: AFCBrazil: PensaEurope: ECRAustralia: Supermarket to AsiaJapan: Tie-upfood chainThailand:Supply ChainFresh ProduceUS: ECR and EFR.Retail strategy零售战略CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改动Branding商标Internationalisation国际化Interactive home

6、 shopping交互式家庭购物Retail activities零售活动Developing shop floor brand发胀购物层商标Investments in the supply chain投资供应链Mass marketing大规模销售Direct customer relationships 直接客户关系Brand integrity and brand culture商标完好和商标文化.CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改动Demands retailers 需求零售商Supply certainty供应确定性Just-in-t

7、ime 正好及时Consistent products一致产品Year-round 全年不变的Category management 种类管理Distinctive capacity特征才干Variation, fresh and safe变化,新颖和平安Good price / quality performance合理价钱/质量表现.CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改动New rules of the games新游戏规那么- relation based instead of transaction based关系为根底的替代买卖为根底的-

8、 integrated instead separate approach协作方式替代分别方式- from internal to external focus从内部到外部关注- learning by doing 边做边学- from linkage-maximisation to chain optimisation 从衔接最大化到链最优化.“ In the future, agri-food producers, processors and retailers will no longer compete as individual entities. Rather, they wil

9、l collaborate as a strategic value chain and compete with other value chains in the market place. “ 未来,农业食物消费者,加工者和零售商将不再作为单个实体竞争.他们将协作成为战略价值链,同市场中其他的价值链竞争Jan Van Roekel, Executive Director, Agro-Chain Competence Foundation.Value Chains: A definition 价值链:定义A strategic collaboration of organizations

10、for the purpose of meeting specific market objectives over the long term and for the mutual benefits of all links of the chain.组织的战略协作以长期满足特定的市场目的和链个环节间的相互利益.Traditional Business Relationships传统商业关系Information sharing分享信息- Little or none一点或没有Primary Focus主要关注- Cost/price本钱/价钱Orientation 定位- Commodit

11、y商品Power Relationship有力的关系- Supply push供应推进Org. Structure组织构造- Independent独立的Philosophy哲学体系 - Self optimization个人最优.The “Traditional PictureMarket InformationSupply.Value Chain Relationships价值链关系Information sharing分享信息- Extensive广泛的Primary Focus主要关注- Value/Quality价值/质量Orientation定位- Differentiated P

12、roduct 多样产品Power Relationship有力的关系- Demand Pull需求拉动Org. Structure有力的关系- Interdependent相互依赖Philosophy哲学体系- Chain Optimization链最优.The “Value Chain PictureMarket InformationSupply.Value Chains: Why Now? 价值链:为什么如今?Food safety: a growing concern食品平安:一个增长的关注Product quality and consistency产质量量和一致性New produ

13、ct innovation and differentiation新产品创新和多样化A need to build capacity to respond 需求建立回应的才干Effective strategic alliances can enhance market performance有效的战略联盟可以加强市场表现.NEEDS FOR STRENGTHENING THE CHAIN 需求加强链Quality 质量Sustainability 长久性Safety平安Health安康Animal welfare动物福利Low cost strategy低本钱战略Chain optimisa

14、tion链最优化Market segmentation市场分割Chain differentiation链不同化Product differentiationand shorter life cycles消费不同化和短生命周期Satisfy the need for满足需求Integral chain care整体链留意.VALUE CHAIN DEVELOPMENT价值链开展Plantania (potted plants) Skovar (pork) Fresh crate (food and retail)HAK (canned vegetables)Aquazon (fish)KKM

15、(dairy sector)HACCP (fixed meals)ProfitabilityImage and trustStandardisationMarketingProduct/market dev.Milk qualityFood safetyTraderFarmerRetailProcessorFarmerProcessorFood serviceCaseIssueInitiatorStarting points开场点.VALUE CHAIN DEVELOPMENT价值链开展-Planning方案-Execution执行-Control控制Chain management链管理-L

16、inks needed 需求链接-Functions, positions, interests功能,位置,兴趣-Strategy and objectives战略和目的Chain formation链构成-Harmonisation business activities 协调商业活动-Marketing, logistics, IT, quality市场,后勤,信息技术,质量Chain (re)design链设计-Co-making 一同制造-Vertical integration 垂直一致管理-Supportive bodies 支持团体-Strategic alliances 战略联

17、盟Chain organisation链组织.CHAIN COMPETENCE: A STRATEGIC SUCCESS FACTOR链竞争:战略胜利要素Knowledge about chainsChain strategyChain formingChain organisationChain designChain managementPartnershippingKnowledge within chainsChain marketingLogisticQuality controlInformation flowAdded ValueTechnologyIntegration.CHA

18、IN MANAGEMENT MODEL链管理模型1.Chain initiator2.Chain strategy3.Management chain members4.Management chain resources5.Management chain process6.Valuation endmarkets7.Valuation chain members8.Valuation society9.Chain resultBest of Class4 yearsCo-operation2 yearsCurrentsituation.VALUE CHAIN DEVELOPMENT价值链开

19、展RealisationImprovement potential 5 yearsIntegral chain careConsumer orientationEfficiency in informationCategory managementCustomer satisfactionNumber of new productneutralimprovementstrong improvementResults vertical co-ordination (40 projects).Participants参与者- MOS (30 growers)MOS(30种植者)- Lemkes (

20、trader)Lemkes(贸易商)- OBI (Builders merchant chain)OBI(采购链建立者) - Research and service organisations研讨和效力机构- RijnconsultTHE PLANTANIA CASE PLANTANISA案例ACC award 1998.THE PLANTANIA CASE PLANTANISA案例Goal 目的Improvement in sales and marketing of potted plants(with use of IT and a quality guarantee system)

21、改善盆栽植物的销售和市场(运用信息技术和质量保证系统)DataWarehouseChain transaction-system LemkesOBIMOSQuality care inthe chainQuality care ofindividual growersMultimediaMarketingSystem.THE PLANTANIA CASE PLANTANISA案例Increased sales (25%) 销售增长Less wastes (40% - 60%) 更少浪费Lower stocks (10%) 更少囤积More mutual trust更多互置信任Better kn

22、owledge of each others activities对对方活动由更多了解Results 结果.THE PLANTANIA CASEPLANTANISA案例Chain reversal as central issue;链反过来成为中心问题Focus on customer service;关注消费者效力Professionalism of the distribution;专业化分销Chain communication; 链交流Reliability; 可靠性Open information sharing.开放音讯分享The concept 概念Plantania.THE P

23、LANTANIA CASEPLANTANISA案例Meeting and explaining; 聚会和解释Take your time;渐渐来Chain performance measurements;链表现丈量Agreements on responsibilities;责任协议Workshops. 研讨会Developing mutual trust 开展互置信任.THE PLANTANIA CASE PLANTANISA案例Step Description Execution1. Chain initiatoridea/changeindividual2. Feasibility s

24、tudypossible actionsindividual3. Chain meetingawarenessgroup4. Concept ject plan etc.individual5. Workshopfine-tuning/prioritiesgroupStep by step approach 一步一步方案.Win-win situation双赢情况OBI- improved profitability per m shopping floor;改善的效益每购物层平方米- strengthening of quality image;加强质量典型Lemkes-

25、higher market share at OBI; 在OBI更高的市场份额- improved match of supply and demand;改善了供应和需求的配合MOS- sales certainty; 销售确定性- improved price/performance rate; 改善价钱/表现率- more transparent consumer.更多明显的消费者THE PLANTANIA CASE PLANTANISA案例.CONSEQUENCES结果Primary Producer 主要消费者Role:- from product to market orientat

26、ion; 从产品到市场导向作用 - from all-round to specialist;从多方面到专业- from daily to long term planning.从每天方案到长期方案Attitude:- from transaction oriented to long-term partnership; 从买卖导向到长期同伴关系态度 - new forms of horizontal co-operation; 新情势的程度协作- customer and consumer oriented.客户和客户导向Knowledge- production planning and

27、logistics;消费方案和后勤知识 - contract forming and risk management;合同构成和风险管理- information technology, quality control, business strategy. 信息技术,质量管理,商业战略.CONSEQUENCES结果Trader贸易商Role:- from trader to organiser of finance, logistics and information; 从贸易商到财政,后勤和信息的组织者作用- from information protection to informati

28、on sharing. 从信息维护到信息共享Attitude:- from high margins to continuity; 从高利润到衔接性态度- from transaction oriented to long term partnerships. 从买卖导向到长期同伴关系Knowledge:- tuning demand and supply;协调的需求和供应知识- consumer marketing and micro marketing; 消费者市场和微观市场- chain information and chain quality systems;链音讯和链质量系统- contract forming, price setting and business strategy. 合同构成,价钱设定和商业战略.CONSEQUENCES结果Role:- organising