我不想买SMART汽车资料

Casestudy—AppleComputer1996~1997Lostnearly1.9billion1998~made309millionThereasonsofApple’ssuccessThereturnofconfounderSteveJobsTheintroductionofnewproducts(iMac)Remakingthecompany’sinefficientsupplychainOutsourcingmostmanufacturingandassemblyworktocontractmanufacturers8-1SuppliersandDistributors個案我不想買SMART汽車…8-2SuppliersandDistributorsSupplychainmanagementSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesThecompletesequenceofactivatesthatmovegoodsfromthesourceofrawmaterialstoultimateconsumers8-3SuppliersandDistributorsCompetitiveadvantageofsupplychainmanagementSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesImprovethequalityofproductsImprovethespeedatwhichtheygettomarketImprovetheabilitytoprovidegoodcustomerserviceImprovethedeliveryschedules8-4SuppliersandDistributorsThefocusesofsupplychainmanagementSupplychain

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GlobalsourcingChannelsof

distribution

Wholesalers

RetaildistributionTransportationmodesSuppliersProductionoperationsDistributorsPurchasersInformationsystem8-5SuppliersandDistributorsCasestudy—Wal-MartBuildingahub-and-spokenetworkofdistributioncenterssurroundedbystoresnotmorethanaday’struckdriveaway,andhascreatedastate-of-theartinformationsystemthatlinksitsstoresandsuppliers.FasterdeliveriesFreshermerchandiseFewermarkdownsLowerlaborcosts8-6SuppliersandDistributorsSuppliersare“necessaryevilsor“partners”?公開招標(三家以上比價)or夥伴關係?8-7SuppliersandDistributorsPurchasingandsupplierrelationsSupplychain

PurchasingandsupplierrelationsOutsourcing

GlobalsourcingChannelsof

distribution

Wholesalers

RetaildistributionTransportationmodesPastAdversarialrelationshipTodaypartners8-8SuppliersandDistributorsAdversarialrelationshipSupplychain

PurchasingandsupplierrelationsOutsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesBusinesswithholdinformationfromtheirsuppliersSetsuppliersagainsteachotherinaggressivebiddingstrugglesNottobuildlong-termcommitmentswitheachother8-9SuppliersandDistributorsResultsofadversarialrelationshipSupplychain

PurchasingandsupplierrelationsOutsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesLargesupplierbasesShort-termcontracts8-10SuppliersandDistributorsAdvantageofadversarialrelationshipSupplychain

PurchasingandsupplierrelationsOutsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesEnsuredadequatesuppliesAllowedfirmstopressurevendorsforpriceconcessions8-11SuppliersandDistributors問題機械臂向甲廠商購買，輸送帶向乙廠商購買，自動倉儲向丙廠商購買…→系統整合？？？8-12SuppliersandDistributorsPartneringrelationshipSupplychain

PurchasingandsupplierrelationsOutsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesCooperatewitheachotherShareinformationHelpeachothersucceed8-13SuppliersandDistributorsAdvantageofPartneringrelationshipSupplychain

PurchasingandsupplierrelationsOutsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesLong-termcostsavingsHigherqualityproducts8-14SuppliersandDistributors個案討論豐田汽車的中衛體系…DaimlerChrysler—Presourcing(預選供應來源)8-15SuppliersandDistributorsQualificationcriteriaandevaluationprogramsforsupplier(CampbellSoup)Supplychain

PurchasingandsupplierrelationsOutsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesTechnicalcapabilitiesFinancialhealthCost-effectivenessHighqualitystandardsinnovativeness8-16SuppliersandDistributors問題汽車製造廠—輪胎、燈具、座椅、安全帶…是否要自製？8-17SuppliersandDistributorsWhyfirmsareoutsourcingSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesOfthe100largestU.S.Corporations–77%contractwithoutsidefirmstoprovideresources–Why?Allowsthefirmtoconcentrateonitscorecompetencies8-18SuppliersandDistributorsWhyfirmsareoutsourcingSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesOfthe100largestU.S.Corporations–77%contractwithoutsidefirmstoprovideresources–Why?Manyofthefirm’sfunctionscanbedonebetterandcheaperbythosewhospecializeinthatfunction8-19SuppliersandDistributors個案世新大學保全體系榮民總醫院清潔作業…8-20SuppliersandDistributorsAdvantagestoglobaloutsourcingSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesGlobaloutsourcingallowsfirm’stotakeadvantageofchangesineconomiesthatcancreatecostsavings8-21SuppliersandDistributorsCasestudy—CanonInternalcomponentsisproducedinTaiwanCasingsmadeinSouthKoreaAssemblydoneinthePhilippinesFinishedcopierswarehousedinLosAngeles,LondonMelbourne,andTokyo8-22SuppliersandDistributorsChannelsofDistributionSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesDirectdistributionchannelThepathinwhichproductsmovefromaproducertotheultimateuserwithoutanintermediary.Example:Dellcomputer…MarketingintermediariesIndividualsororganizationsthathelpmovegoodsandservicesbetweenaproduceranduser.8-23SuppliersandDistributorsTypeofmarketingintermediariesSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesWholesalers(大盤商)Agents(代理商)Retailstores(零售商)Vendingmachines(自動販賣機)8-24SuppliersandDistributorsContrastdirectdistributionwithintermediariesSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodes8-25SuppliersandDistributorsWhyfirmsuseintermediariesSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesTheycanreachusersthatafirmmightnototherwisebeabletoaccess(例如，零售商店)Theycreateutility(時間、地點)Providing

services(例如，旅行社之一次購足、電腦零售商之運送安裝…)Potentiallylowercost(物流中心vs.數以千計之製造商)8-26SuppliersandDistributorsWholesalersSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesMarketingintermediarieswhoselltootherbusinessesforre-saletoultimateconsumers.TypesofwholesalerMerchantwholesalers(商品大盤商)Anindependentlyownedfirmthattakeslegalpossessionofgoodsproducedbyavarietyofmanufacturersandthenresellsthosegoodstootherbusinesses.Agents(代理商)Theydon’ttakeownershipoftheproductstheysell.8-27SuppliersandDistributorsClassificationofmerchantwholesalers1Supplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesFull-function(warehousing.Delivery,financing…)Rackjobbers(上架批發商)Full-functionmerchantwholesalerswhostock,display,andserviceparticularproductsinretailstores,payingtheretaileracommission

basedonsales.8-28SuppliersandDistributorsClassificationofmerchantwholesalers2Supplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesLimited-function(specializedsetofservices)Dropshippers(直接裝運者)Afterreceivinganorderfromacustomer,dropshippershavethemerchandiseshippeddirectlyfromtheproducertothecustomer.Theyprovidenoinventories,warehousing,ordelivery…Theyprovidetheirknowledgeandrelationshipswithproducers,andhisskillsatnegotiationthebestpossibleprice.Example:lumberindustry…8-29SuppliersandDistributorsAgentsSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodesTheyactasthesalesarmofmanufacturerswhodon’thavetheirownsalesforce.Independentagentsaddvaluetothedistributionchannelthroughtheirproductexpertiseandtherelationshipstheybuildwithcustomers.8-30SuppliersandDistributors個案國裕關係企業代理—Moser,Meissen,SOHER8-31SuppliersandDistributorsRetaildistributionSupplychain

Outsourcing

GlobalsourcingChannelsofDistribution

Wholesalers

RetaildistributionTransportationmodes8-32SuppliersandDistributors案例金融保險，報紙…(telemarketing)東森購物(infomercials)安麗(multilevelmarketing)橘子媽媽(internetsales)DellComputer(internetsales)8-33SuppliersandDistributorsThreetypesofretaildistributionstrategies1Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

TransportationmodesIntensivedistribution(多重通路)Productinasmanyretailoutletsaspossible.Thisstrategyworkswellwithlow-priced

conveniencegoods.Selectivedistribution(選擇性通路)Producttoalimitedgroupofretailers.Thisstrategyisfrequentlychosenbymanufacturersofluxuryorexpensiveproducts.Customersoftheseproductstendstorequiremoretimeandproductinformation→Closerrelationshipswithretailers8-34SuppliersandDistributorsThreetypesofretaildistributionstrategies2Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

TransportationmodesExclusivedistribution(單一通路)Productsinoneretailoutletingeographicalarea.Forproductsthatareexpensiveandforwhichthemanufacturerwantstomaintaincontrolofthebrandimage.8-35SuppliersandDistributors案例康師父(便利商店、超級市場、量販店)…LV，PRADA(專門店特定百貨公司設櫃)…MINI(汎德)，SMART(中華賓士)…8-36SuppliersandDistributorsDifferentiation

ofretailersSupplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Transportationmodes:PriceServiceLocationSelectionCustomerexperience8-37SuppliersandDistributors案例SouthwestAir，屈臣氏(price)N，選擇聯強貨，服務有把握，淨水器…(service)7-11(7元的商品賣11元?)(location)麗麗傢俱，應有盡有…，特利屋…(selection)McDonald’skidsplaylands，REI…(customerexperience)8-38SuppliersandDistributorsFactorsaffectingchannelselection1Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

TransportationmodesMarketsegmentSmall

numberoftargetbuyers,concentratedincloseproximitytoeachother,whomakefrequentpurchases→AdirectchannelProductcharacteristicsThehigheraproduct’sprice,themoreperishableproduct,themorethatproductiscustomized→theshorterthedistributionchannel8-39SuppliersandDistributorsFactorsaffectingchannelselection2Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Transportationmodes8-40SuppliersandDistributorsFactorsaffectingchannelselection3Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

TransportationmodesDegreeofcontrolsoughtThemoreintermediariesthatafirmuses,themorecontrolitloses.8-41SuppliersandDistributorsManagingchannelrelationsSupplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Transportationmodes8-42SuppliersandDistributors案例Waterman的羽毛筆…移植DellComputer的成功經驗?MONTBLANC收回代理權…8-43SuppliersandDistributorsPhysicaldistributionSupplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

PhysicaldistributionTheactivitiesrequiredtomoveaproductefficientlyfromtheendoftheproductionlinetotheenduser.Primary

decisionsofphysicaldistributionWheretheproductwillbestoredHowitwillbetransportedInventory

controlMaterialshandling8-44SuppliersandDistributorsWarehousingSupplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

PhysicaldistributionThestoringofproductsastheymovethroughthedistributionchannel.TypesofwarehousesStoragewarehousesStoragefacilitiesthatstoreproductsforextendedperiodsoftime.Distributioncenters(DC)8-45SuppliersandDistributorsChangingroleofwarehousingSupplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution8-46SuppliersandDistributorsModesofTransportationSupplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

PhysicaldistributionTruck(公路)Rail(鐵路)Water(水路)Pipeline(導管)Air(航空)8-47SuppliersandDistributorsTruck1Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution特徵車路分離富於機動性及門運送服務(doortodoorservice)公共性高8-48SuppliersandDistributorsTruck2Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution優點方便性高及門運輸限時或臨時急需之貨物運送短程運輸為所有運輸工具最快者運用靈活普及性高經營容易缺點運載量小安全性較低8-49SuppliersandDistributors企業自用車隊的優缺點Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution優點減少運輸時間方便排定行程減少產品損壞程度增加公司競爭力提供租用車隊無法提供之服務(司機兼推銷員)缺點增加固定成本與營運成本8-50SuppliersandDistributorsRail1Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution特徵投資成本龐大:土地,軌道,車輛,終點設備,維護路線容量高具自動控制的能力專用路權車路一體或車路分離8-51SuppliersandDistributorsRail2Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution優點長途運量大安全性高運價低廉受氣候限制小8-52SuppliersandDistributorsRail3Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution缺點維修不易缺乏彈性緊急量小之零擔運輸路線目標顯著易遭破壞編組費時8-53SuppliersandDistributorsWater1Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution特徵便於利用航行速度慢國際競爭激烈具彈性8-54SuppliersandDistributorsWater2Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution優點運輸量大調度容易運價低廉以單位成本而言，為所有運輸工具最低者續航力強缺點易受天候影響受港口限制速度慢各運輸工具中速度最慢者8-55SuppliersandDistributorsPipeline1Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution特徵生產與運銷一元化及門服務高度專業化作業自動化不需包裝8-56SuppliersandDistributorsPipeline2Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution優點輸送量大不受天候影響運費低缺點易遭偷竊限運液,氣體貨物維修不易速度慢8-57SuppliersandDistributorsAir1Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution

Physicaldistribution特徵飛機與機場分離遠距速達用途廣泛不受地理環境影響8-58SuppliersandDistributorsAir2Supplychain

Outsourcing

ChannelsofDistribution

Wholesalers

Retaildistribution