价值链讨论会培训

价值链讨论会培训WORKSHOPOBJECTIVES讨论会目标Todevelopdeeperunderstandingofvaluechainsintheglobalfoodsystem发展对于在全球食品系统中价值链的更深层的理解Toaddressvaluechainprojectdesignandformation从事价值链计划的设计和形成Todevelopvaluechainprogramandprojectmanagementskills发展价值链项目和计划管理技术CONTENT内容 Part1:Generalintroductiononvaluechaindevelopment部分1：总体介绍价值链发展Part2:Principlesofvaluechainprojectdevelopment部分2：价值链计划发展原理Part3:Casesandcriticalsuccessfactors部分3:案例和重要成功因素PART1GENERALINTRODUCTIONONVALUECHAINDEVELOPMENT部分1：总体介绍价值链发展CHANGESINTHEGLOBALFOODSYSTEM全球食品系统的改变MassindividualisationReactionindustryconcentrationaddedvalueinternationalisationnewtechnologyco-operationFundamentalshiftspluriformconsumersconsumerdrivenmarketaccessindustryresponsibilitysustainablesolutionsChainreversalconsumertradeproducerconsumerretailPresentmarketpulllongtermchainorientedPastproductpushshorttermlinkageorientedtradeproducerretailChainreversalCHANGESINTHEGLOBALFOODSYSTEMCHANGESINTHEGLOBALFOODSYSTEMChangingstructureproductionproductsdistributionDK:FOTEK/MAPPUK:IGDNL:ACCWORLD-WIDEATTENTIONFORCHAINDEVELOPMENTPT:SPICanada:AFCBrazil:PensaEurope:ECRAustralia:Supermarket toAsiaJapan:Tie-upfoodchainThailand:SupplyChainFreshProduceUS:ECRandEFRRetailstrategy零售策略CHANGESINTHEGLOBALFOODSYSTEM全球食品系统的改变Branding商标Internationalisation国际化Interactivehomeshopping交互式家庭购物Retailactivities零售活动Developingshopfloorbrand发胀购物层商标Investmentsinthesupplychain投资供给链Massmarketing大规模销售Directcustomerrelationships直接客户关系Brandintegrityandbrandculture商标完整和商标文化CHANGESINTHEGLOBALFOODSYSTEM全球食品系统的改变Demandsretailers需求零售商Supplycertainty供给确定性Just-in-time正好及时Consistentproducts一致产品Year-round全年不变的Categorymanagement种类管理Distinctivecapacity特色能力Variation,freshandsafe变化,新鲜和安全Goodprice/qualityperformance合理价格/质量表现CHANGESINTHEGLOBALFOODSYSTEM全球食品系统的改变Newrulesofthegames新游戏规则-relationbasedinsteadoftransactionbased关系为基础的替代交易为基础的-integratedinsteadseparateapproach合作方式替代分离方式-frominternaltoexternalfocus从内部到外部关注-learningbydoing边做边学-fromlinkage-maximisationtochainoptimisation从连接最大化到链最优化“Inthefuture,agri-foodproducers,processorsandretailerswillnolongercompeteasindividualentities.Rather,theywillcollaborateasastrategicvaluechainandcompetewithothervaluechainsinthemarketplace.“将来,农业食物生产者,加工者和零售商将不再作为单个实体竞争.他们将合作成为策略价值链,同市场中其他的价值链竞争JanVanRoekel,ExecutiveDirector,Agro-ChainCompetenceFoundationValueChains:Adefinition

价值链:定义Astrategiccollaborationoforganizationsforthepurposeofmeetingspecificmarketobjectivesoverthelongtermandforthemutualbenefitsofall‘links’ofthechain.组织的策略合作以长期满足特定的市场目标和链个环节间的互相利益TraditionalBusinessRelationships传统商业关系Informationsharing分享信息-Littleornone一点或没有PrimaryFocus主要关注 -Cost/price成本/价格Orientation定位 -Commodity商品PowerRelationship有力的关系-Supplypush供给推动Org.Structure组织构造 -Independent独立的Philosophy哲学体系 -Selfoptimization个人最优The“Traditional”PictureMarketInformationSupplyValueChainRelationships价值链关系Informationsharing分享信息 -Extensive广泛的PrimaryFocus主要关注 -Value/Quality价值/质量Orientation定位 -DifferentiatedProduct多样产品PowerRelationship有力的关系 -DemandPull需求拉动Org.Structure有力的关系 -Interdependent互相依赖Philosophy哲学体系 -ChainOptimization链最优The“ValueChain”PictureMarketInformationSupplyValueChains:WhyNow?

价值链:为什么现在?Foodsafety:agrowingconcern食品安全:一个增长的关注Productqualityandconsistency产品质量和一致性Newproductinnovationanddifferentiation新产品创新和多样化Aneedtobuildcapacitytorespond需要建立回应的能力Effectivestrategicalliancescanenhancemarketperformance有效的策略联盟可以加强市场表现NEEDSFORSTRENGTHENINGTHECHAIN需要加强链Quality质量Sustainability长久性Safety安全Health健康Animalwelfare动物福利Lowcoststrategy低成本策略Chainoptimisation链最优化Marketsegmentation市场分割Chaindifferentiation链不同化Productdifferentiationandshorterlifecycles生产不同化和短生命周期Satisfytheneedfor满足需要Integralchaincare整体链注意VALUECHAINDEVELOPMENT价值链发展Plantania(pottedplants)Skovar(pork)Freshcrate(foodandretail)HAK(cannedvegetables) Aquazon(fish) KKM(dairysector) HACCP(fixedmeals)

Profitability ImageandtrustStandardisationMarketing Product/marketdev.Milkquality Foodsafety TraderFarmerRetailProcessorFarmerProcessorFoodserviceCase

IssueInitiatorStartingpoints开始点VALUECHAINDEVELOPMENT价值链发展- Planning计划- Execution执行- Control控制Chainmanagement链管理

- Linksneeded需要链接- Functions,positions,interests功能,位置,兴趣- Strategyandobjectives策略和目标Chainformation链形成- Harmonisationbusinessactivities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- Verticalintegration垂直统一管理- Supportivebodies支持团体- Strategicalliances策略联盟Chainorganisation链组织CHAINCOMPETENCE:

ASTRATEGICSUCCESSFACTOR链竞争:策略成功因素KnowledgeaboutchainsChainstrategyChainformingChainorganisationChaindesignChainmanagementPartnershippingKnowledgewithinchainsChainmarketingLogisticQualitycontrolInformationflowAddedValueTechnologyIntegrationCHAINMANAGEMENTMODEL链管理模型1. Chaininitiator2. Chainstrategy3. Managementchainmembers4. Managementchainresources5. Managementchainprocess6. Valuationendmarkets7. Valuationchainmembers8. Valuationsociety9. ChainresultBestofClass4yearsCo-operation2yearsCurrentsituationVALUECHAINDEVELOPMENT价值链发展RealisationImprovementpotential5yearsIntegralchaincareConsumerorientationEfficiencyininformationCategorymanagementCustomersatisfactionNumberofnewproductneutralimprovementstrongimprovementResultsverticalco-ordination(40projects)Participants参与者

-MOS(30growers)MOS(30种植者) -Lemkes(trader)Lemkes(贸易商) -OBI(Buildersmerchantchain)OBI(采购链建立者) -Researchandserviceorganisations研究和服务机构 -RijnconsultTHEPLANTANIACASEPLANTANISA案例ACCaward1998THEPLANTANIACASEPLANTANISA案例Goal目标Improvementinsalesandmarketingofpottedplants(withuseofITandaqualityguaranteesystem)改善盆栽植物的销售和市场(应用信息技术和质量保障系统)DataWarehouseChaintransaction-system

LemkesOBIMOSQualitycareinthechainQualitycareofindividualgrowersMultimediaMarketingSystemTHEPLANTANIACASEPLANTANISA案例

Increasedsales(25%)销售增长Lesswastes(40%-60%)更少浪费Lowerstocks(10%)更少囤积Moremutualtrust更多相互信任Betterknowledgeofeachothersactivities对对方活动由更多了解Results结果THEPLANTANIACASEPLANTANISA案例

Chainreversalascentralissue;链反过来成为中心问题Focusoncustomerservice;关注消费者服务Professionalismofthedistribution;专业化分销Chaincommunication;链交流Reliability;可靠性Openinformationsharing.开放消息分享Theconcept概念PlantaniaTHEPLANTANIACASEPLANTANISA案例

Meetingandexplaining;聚会和解释Takeyourtime;慢慢来Chainperformancemeasurements;链表现测量Agreementsonresponsibilities;责任协议Workshops.研讨会Developingmutualtrust发展相互信任THEPLANTANIACASEPLANTANISA案例

Step Description Execution1.Chaininitiator idea/change individual2.Feasibilitystudy possibleactions individual3.Chainmeeting awareness group4.Conceptdevlp. projectplanetc. individual5.Workshop fine-tuning/priorities groupStepbystepapproach一步一步方案Win-winsituation双赢情况OBI

-improvedprofitabilityperm²shoppingfloor;改善的效益每购物层平方米 -strengtheningofqualityimage;加强质量典型Lemkes -highermarketshareatOBI;在OBI更高的市场份额 -improvedmatchofsupplyanddemand;改善了供给和需求的配合MOS

-salescertainty;销售确定性 -improvedprice/performancerate;改善价格/表现率 -moretransparentconsumer.更多明显的消费者THEPLANTANIACASE

PLANTANISA案例31CONSEQUENCES结果PrimaryProducer主要生产者Role: -fromproducttomarketorientation;从产品到市场导向作用 -fromall-roundtospecialist;从多方面到专业 -fromdailytolongtermplanning.从每天计划到长期计划Attitude: -fromtransactionorientedtolong-termpartnership;从交易导向到长期伙伴关系态度 -newformsofhorizontalco-operation;新形势的水平合作 -customerandconsumeroriented.客户和客户导向Knowledge -productionplanningandlogistics;生产计划和后勤知识 -contractformingandriskmanagement;合同形成和风险管理 -informationtechnology,qualitycontrol,businessstrategy.信息技术,质量管理,商业策略32CONSEQUENCES

结果Trader贸易商Role: -fromtradertoorganiseroffinance,logisticsandinformation;

从贸易商到财政,后勤和信息的组织者作用 -frominformationprotectiontoinformationsharing.

从信息保护到信息共享Attitude: -fromhighmarginstocontinuity;从高利润到连贯性态度 -fromtransactionorientedtolongtermpartnerships.从交易导向到长期伙伴关系Knowledge: -tuningdemandandsupply;协调的需求和供给知识 -consumermarketingandmicromarketing;消费者市场和微观市场 -chaininformationandchainqualitysystems;链消息和链质量系统 -contractforming,pricesettingandbusinessstrategy.合同形成,价格设定和商业策略33CONSEQUENCES结果Role: -organisinginsteadoffollowingthechain;

组织而不随从链作用 -brandingandaddingvalue;品牌化和增值 -instructionoftheproducer(price/quality).指导生产者(价格/质量)Att