第二章 生产与运作战略.ppt

OM Strategy
第二章生产与运作战略
Operations Management
Chapter 2
生产运作战略:(美国蔡斯等)利用企业资源所制定的各项企业政策和计划,最大限度的支持企业的长期竞争战略。
生产运营战略: 为支持和完成企业的总体战略,对生产运营过程和生产运营系统的基本问题所作的全局性重大谋划。
Operations Strategy is to setting a broad polices and plans through operations to best pany’petitive strategy.
竞争重点的变化
价格
交货期
品种多样性
先进制造技术的发展
全球化经营的趋势
企业生存环境的变化
The Value Chain
New
Product
Development
Marketing
and
Sales
Operations
Distribution
Service
Finance, Accounting, Information Technology, Human Resources
Business Strategy
New Product
Strategy
Marketing
Strategy
Supply Chain Strategy
Operations Strategy
Example
Strategy Process
Customer Needs
Corporate Strategy
Operations Strategy
Decisions on Processes
and Infrastructure
More Product
. Size
Increase Production
Capacity
Build New Factory
ACHIEVING STRATEGIC FIT
What is strategic fit?
Competitive strategy
Supply chain strategy
The same goal
Achieving Strategic Fit
Understanding the Customer
Lot size
Response time
Service level
Product variety
Price
Innovation
Implied
Demand
Uncertainty
Attributes and Implied Uncertainty
Low Implied
Uncertainty
Low
Product margin
Average forecast error
Average stockout rate
Average forced season-end
markdown
High
10%
40%~100%
1%~2%
10%~40%
0%
10%~25%
High Implied
Uncertainty
Levels of Implied Demand Uncertainty
Low
High
Price
Responsiveness
Customer Need
Implied Demand Uncertainty
Detergent
Long lead time steel
High Fashion
Emergency steel
Implied Demand Uncertainty Spectrum
Purely
Functional
Products
Low
uncertainty
gasoline
Established
Goods
New models
Of existing
goods
Entirely
New products
Somewhat
certainty
Somewhat
uncertainty
High
uncertainty
Implied Demand Uncertainty Spectrum
Crest
toothpaste
New Ford
Taurus
Palmpilot