价值链讨论会.ppt

1、Background, Methods and Management Principles 背景，方法和管理原则 July 2005 2005,VALUE CHAIN WORKSHOP价值链讨论会,WORKSHOP OBJECTIVES讨论会目标,To develop deeper understanding of value chains in the global food system发展对于在全球食品系统中价值链的更深层的理解 To address value chain project design and formation从事价值链计划的设计和形成 To develop valu

2、e chain program and project management skills发展价值链项目和计划管理技术,CONTENT内容,Part 1: General introduction on value chain development 部分1：总体介绍价值链发展 Part 2: Principles of value chain project development 部分2：价值链计划发展原理 Part 3: Cases and critical success factors 部分3: 案例和重要成功因素,PART 1,GENERAL INTRODUCTION ON VAL

3、UE CHAIN DEVELOPMENT部分1：总体介绍价值链发展,CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变,Mass individualisation,Reaction industry concentration added value internationalisation new technology co-operation,Fundamental shifts pluriform consumers consumer driven market access industry responsibility sustainable so

4、lutions,Chain reversal,consumer,trade,producer,consumer,retail,Present market pull long term chain oriented,Past product push short term linkage oriented,trade,producer,retail,Chainreversal,CHANGES IN THE GLOBAL FOOD SYSTEM,CHANGES IN THE GLOBAL FOOD SYSTEM,Changing structure,production products dis

5、tribution,DK: FOTEK/MAPP,WORLD-WIDE ATTENTION FOR CHAIN DEVELOPMENT,Retail strategy 零售策略,CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变,Branding商标 Internationalisation国际化 Interactive home shopping交互式家庭购物,Developing shop floor brand发胀购物层商标 Investments in the supply chain投资供给链 Mass marketing大规模销售 Direct c

6、ustomer relationships 直接客户关系 Brand integrity and brand culture 商标完整和商标文化,CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变,Demands retailers 需求零售商,Supply certainty供给确定性 Just-in-time 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特色能力 Variation, fresh and safe 变化,

7、新鲜和安全 Good price / quality performance 合理价格/质量表现,CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变,New rules of the games新游戏规则,- relation based instead of transaction based关系为基础的替代交易为基础的 - integrated instead separate approach合作方式替代分离方式 - from internal to external focus从内部到外部关注 - learning by doing 边做边学 - fr

8、om linkage-maximisation to chain optimisation 从连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 will collaborate as a strategic value chain and compete with other value chains in the market place. “ 将来,农业食物生产者,加工者和零

9、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,Jan Van Roekel, Executive Director, Agro-Chain Competence Foundation,Value Chains: A definition 价值链:定义,A strategic collaboration of organizations for the purpose of meeting specific market objectives over the long term and for the mutual benefits of all links

10、of the chain.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,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成本/价格 Orientation 定位- Commodity商品 Power Relationship有力的关系- Supply push供给推动 Org. Structure组织构造- Independent独立的 Philosophy哲学体系 - Self optimizat

11、ion个人最优,The “Traditional” Picture,Market Information,Supply,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 Product 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互相依赖 Philosoph

12、y哲学体系- Chain Optimization链最优,The “Value Chain” Picture,Market Information,Supply,Value Chains: Why Now? 价值链:为什么现在?,Food safety: a growing concern食品安全:一个增长的关注 Product quality and consistency产品质量和一致性 New product innovation and differentiation新产品创新和多样化 A need to build capacity to respond 需要建立回应的能力 Effe

13、ctive strategic alliances can enhance market performance有效的策略联盟可以加强市场表现,NEEDS FOR STRENGTHENING THE CHAIN 需要加强链,Quality 质量 Sustainability 长久性 Safety安全 Health健康 Animal welfare动物福利,Low cost strategy 低成本策略,Chain optimisation链最优化,Market segmentation 市场分割,Chain differentiation链不同化,Product differentiation

14、 and shorter life cycles生产不同化和短生命周期,Satisfy the need for满足需要,Integral chain care整体链注意,VALUE CHAIN DEVELOPMENT价值链发展,Starting points开始点,VALUE CHAIN DEVELOPMENT价值链发展,-Planning计划 -Execution执行 -Control控制,Chain management 链管理,-Links needed 需要链接 -Functions, positions, interests功能,位置,兴趣 -Strategy and object

15、ives策略和目标,Chain formation 链形成,-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 垂直统一管理 -Supportive bodies 支持团体 -Strategic alliances 策略联盟,Chain organisation 链组织,CHAIN COMPETENCE: A STRATEGIC SUCCESS FAC

16、TOR链竞争:策略成功因素,Knowledge about chains Chain strategy Chain forming Chain organisation Chain design Chain management Partnershipping,Knowledge within chains Chain marketing Logistic Quality control Information flow Added Value Technology Integration,CHAIN MANAGEMENT MODEL链管理模型,1.Chain initiator 2.Chai

17、n strategy 3.Management chain members 4.Management chain resources 5.Management chain process 6.Valuation endmarkets 7.Valuation chain members 8.Valuation society 9.Chain result,Best of Class 4 years,Co-operation 2 years,Current situation,VALUE CHAIN DEVELOPMENT价值链发展,Results vertical co-ordination (

18、40 projects),Participants参与者 - MOS (30 growers)MOS(30种植者) - Lemkes (trader)Lemkes(贸易商) - OBI (Builders merchant chain)OBI(采购链建立者) - Research and service organisations研究和服务机构 - Rijnconsult,THE PLANTANIA CASE PLANTANISA案例,ACC award 1998,THE PLANTANIA CASE PLANTANISA案例,Goal 目标,Improvement in sales and

19、marketing of potted plants (with use of IT and a quality guarantee system) 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),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更多相互信任 Better knowledge of each others activities对对方活动由更多了解,Results

20、 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; 关注消费者服务 Professionalism of the distribution; 专业化分销 Chain communication; 链交流 Reliability; 可靠性 Open information sharing.开放消息分享,The concept 概念,Plantania,THE PLANTANIA CASEPLANTANISA案例,Meeting and e

21、xplaining; 聚会和解释 Take your time;慢慢来 Chain performance measurements; 链表现测量 Agreements on responsibilities;责任协议 Workshops. 研讨会,Developing mutual trust 发展相互信任,THE PLANTANIA CASE PLANTANISA案例,Step Description Execution 1. Chain initiatoridea/changeindividual 2. Feasibility studypossible actionsindividua

22、l 3. Chain meetingawarenessgroup 4. Concept ject plan etc.individual 5. Workshopfine-tuning/prioritiesgroup,Step 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- higher market share at

23、 OBI; 在OBI更高的市场份额 - improved match of supply and demand;改善了供给和需求的配合 MOS- sales certainty; 销售确定性 - improved price/performance rate; 改善价格/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 主要生产者 Role:- from product to market orientation; 从产品到市场导向 作

24、用 - from all-round to specialist;从多方面到专业 - from daily to long term planning.从每天计划到长期计划 Attitude:- from transaction oriented to long-term partnership; 从交易导向到长期伙伴关系 态度 - new forms of horizontal co-operation; 新形势的水平合作 - customer and consumer oriented.客户和客户导向 Knowledge- production planning and logistics

25、;生产计划和后勤 知识 - contract forming and risk management;合同形成和风险管理 - information technology, quality control, business strategy. 信息技术,质量管理,商业策略,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 information s

26、haring. 从信息保护到信息共享 Attitude:- from high margins to continuity; 从高利润到连贯性 态度- from transaction oriented to long term partnerships. 从交易导向到长期伙伴关系 Knowledge:- tuning demand and supply;协调的需求和供给 知识- consumer marketing and micro marketing; 消费者市场和微观市场 - chain information and chain quality systems;链消息和链质量系统 - contract forming, price setting and business strategy. 合同形成,价格设定和商业策略,CONSEQUENCES结果,Role:- organising in stead of following the chain; 组织而不随从链 作用- branding and adding value; 品牌化