2022年企业运营管理-运营竞争讲义(共61张PPT)

Chapter1

Compete

withOperations

运营竞争OperationsManagement运营管理HistoryofOperationsManagement

运营管理沿革

From1980sJIT&TQMFactoryAutomationReengineeringSupply-chainManagementE-commerceTrendsinOperationsManagement

运营管理趋势

ServicesectorgrowthProductivitychangesGlobalcompetitionEthical,workforcediversity,andenvironmentalissuesOutline概要Operationsintermsinputs,processes,outputs,informationflow,suppliers,andcustomers;Operationsasafunctionalongsidefinance,accounting,marketingandHR;OMisfundamentaltobothmanufacturersandserviceproviders;Theroleofoperationstrategyasasourceofcompetitivestrengthinaglobalmarketplace;Linkmarketing

strategytooperationsstrategythroughtheuseofcompetitivepriorities;Operationsstrategyisapatternofdecisionstoachievecertaincompetitivepriorities;DiscusstheneedforOMtodevelopandmaintainbothintraorganizationalandinterorganizationalrelationshipsMultifactorproductivity=MarketanalysisProcessimprovementandperformancemeasuresManufacturingPoliciesProcessedInventorymanagementOperationsManagementacrosstheOrg.1continuedMultifactoraccountingdepartmentreportsthattheactualcostsCorporateStrategyWhatisaOM

什么是运营管理“Thesystematicdesign,directionandcontrolofprocessesthattransforminputsintoservicesandproductsforinternal,aswellasexternal,customers.”WhatisaProcess

什么是流程Anyactivityorgroupofactivitiesthattakesoneormoreinputs,transformsandaddsvaluetothem,andprovidesoneormoreoutputsforitscustomers.OrderWinnersarecriteriafordifferentiatingservicesorproductsofonefirmfromthoseofanother.LowCostasaCompetitiveCapability

成本—使产品更便宜PreparefinalconceptLocatingabroadDiscusstheneedforOMtodevelopandmaintainbothintraorganizationalandinterorganizationalrelationshipsSolvedProblem1AssembletoOrderproducecustomizedproductsfromrelativelyfewassembliesandcomponentsaftercustomerorderreceivedNestedProcesses储备流程MarketanalysisPreparefinalconceptPreparefinalconceptTechnologyinshipmenttrackingVolumeFlexibilityrequiresacceleratingordeceleratingtherateofproductionquicklytohandlelargefluctuationsindemand.Externalvs.InternalCustomersExternalCustomersarethosewhopurchasethegoodsandservices.InternalCustomersarethosewhoreceivetheoutputofotherswithinthefirm.Theyarepartofthetransformationprocess.Inputs

HREquipmentFacilitiesMaterialsServicesLandEnergyProcesses

andOperations(Addingvalue)OutputsServicesGoodsInternal&externalcustomersInformationonperformanceWhatisaProcess什么是流程

--AnexampleProcessViewofanAdAgency

广告公司流程图AccountingprocessProductionprocessPrepareadforpublicationanddelivertomediaoutletsAdvertisementdesignandplanningprocessCreatetheadtotheneedsoftheclientandprepareaplanformediaexposureOutputinterfaceprocessCommunicatewithclient,getneeds,andcoordinateprogressInputsOutputsNestedProcesses储备流程AdvertisementDesignandPlanningProcess广告设计与计划CreativedesignprocessReceiveworkrequestAssembleteamPrepareseveraldesignsReceiveinputsfromAccountExecutivePreparefinalconceptReviseconceptperclient’sinputsMediaplanningprocessReceiveworkrequestPrepareseveralmediaplansReceiveinputsfromAccountExecutivePreparefinalplanReviseplanperclient’sinputs--TheconceptofaprocesswithinaprocessOperationsManagementasaSetofDecisions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）DevelopmentofnewcapabilitiesMaintenanceofexistingcapabilitiesDesignofnewprocessesDevelopmentandorganizationofvaluechainsKeyperformancemeasuresProcessimprovementandperformancemeasuresManagementandplanningofprojectsGenerationofproductionandstaffingplansInventorymanagementResourceschedulingOMasaSetofDecisions

运营决策内容Thedecisionsmaybedividedintofivecategories:Strategicchoices;Process;Quality;Capacity,location,andlayout;Operatingdecisions;BankConstructionGovernmentManufacturingRetailingTransportation•-----------------•-----------------•-----------------•-----------------•-----------------•-----------------•-----------------TypesofOrganizations•Accounting•Distribution•Engineering•Operations•Finance•HumanresourcesFunctionsOperationsManagement

asaFunctionMasscustomization

大规模定制Calculatetheproductivity.Operationsintermsinputs,processes,outputs,informationflow,suppliers,andcustomers;OperationsstrategyCompetitiveprioritiesTypesofOrganizationsvaluedbyitsstandardcostof$10each(beforeStandardizedServiceprovideserviceswithlittlevarietyinhighvolumes;LowCostmeansdeliveringaserviceorproductatthelowestpossiblecosttothesatisfactionofthecustomer.CreatetheadtotheneedsoftheclientandprepareaplanformediaexposurePsychologicalfactorsNeedsAssessmentidentifiestheneedsofeachmarketsegment.globalstrategiesProcessesshouldbedesigntomeetawidevarietyofneeds.CompetitiveprioritiesCorporateStrategyandKeyFunctionalStrategiesCapabilitiesPerformanceGap?NoYesFunctionalstrategiesOperationsFinanceMarketingOthersMarketanalysisCompetitiveprioritiesCorporatestrategyCorporateStrategy

--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.FedExWhyaretheysuccessful?FastOn-timedeliveriesRelativelylowcostTechnologyinshipmenttrackingCorporateStrategy

--GlobalStrategies全球战略Aglobalstrategymayincludebuyingforeignservicesorpartsandenteringorexpandingforeignmarkets.Twoeffectiveglobalstrategiesare:StrategicAlliancesCollaborativeeffortsJointventuresTechnologylicensingLocatingabroadMarketanalysissegmentationneedsanalysisArrivingatthe

CompetitivePrioritiesCorporateStrategyenvironmentalscanningcorecompetenciescoreprocessesglobalstrategiesCompetitiveprioritiescostqualitytimeflexibilityMarketingFinanceOthersMarketAnalysis

市场分析AMarketAnalysisisonekeytodevelopingacustomer-drivenstrategy,andisaccomplishedintwoparts.MarketSegmentation,whichidentifiesgroupsofcustomerswithenoughincommontowarrantdevelopingservicesand/orproductsforthem.DemographicfactorsPsychologicalfactorsIndustryfactorsMarketAnalysis

市场分析NeedsAssessmentidentifiestheneedsofeachmarketsegment.Needsincludesuchthingsas:ServiceorproductneedsDeliverysystemneedsVolumeneedsOtherneedsCompetitiveprioritiescostqualitytimeflexibilityMarketanalysissegmentationneedsanalysisArrivingatthe

CompetitivePrioritiesCorporateStrategyenvironmentalscanningcorecompetenciescoreprocessesglobalstrategiesCompetitivePriorities

竞争重点

Cost 1. Low-costoperations

Quality 2. Highperformancedesign 3. Consistentquality

Time 4. Deliveryspeed 5. On-timedelivery 6. Developmentspeed

Flexibility 7. Customization 8. 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-Driven

OperationsStrategyCorporatestrategyviewstheorganizationasasystemofinterconnectedparts,eachworkingwiththeotherstoachievedesiredgoals.OperationsStrategysupportsthecorporatestrategyandrequirescontinuouscross-functionalinteraction.Theoperationsstrategyshouldbecustomerdriven.CorporateStrategyandKeyOperationsManagementDecisionsCapabilitiesPerformanceGap?NoYesOperationsstrategyServicesStandardizedservicesAssemble-to-orderCustomizedservicesNewService/ProductDevelopmentMarketanalysisCompetitiveprioritiesCorporatestrategyManufacturingMaketostockAssemble-to-orderMaketoorderMaketoStockholdingitemsinstockforimmediatedelivery;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.Internetimplications

Internetallowthecustomerstoconfiguretheirownproducts/serviceseasilyandquickly.Masscustomization

大规模定制ProcessdecisionsQualitydecisionsCapacity,location,andlayoutdecisionsOperatingdecisionsOperationsStrategiesasaPatternofDecisionServicesStandardizedservicesAssemble-to-orderCustomizedservicesManufacturingMaketostockAssemble-to-orderMaketoorderOperationsstrategyMatchingCapabilities

toPrioritiesThetablebelowshowshowacreditcarddivisionmatchedtheircapabilitiestotheirprioritiesanduncoveredgapsintheiroperatingstrategy.OMasaninterfunctionalimperativeOMasacompetitiveweaponOperationsManagementacrosstheOrg.

跨部门的运营管理Productivity生产率Productivit