最新MBA-ch02.Strategy 5highlight 12精品资料

Travel Planning 旅行计划
Leases 租赁 Roadside Assistance 沿途服务
Irwin/McGraw-Hill MBA POM
Loaner Vehicles 中介贷款 9
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Fang Aihua Wuhan ©The McGraw-Hill Companies, Inc., 1998
Fang Aihua Wuhan
工厂1（高质量） 工厂3（低成本）
Irwin/McGraw-Hill MBA POM
工厂2（高速度） 工厂4（定制 ）
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Order Winners and Orders Qualifiers 订单赢得要素与订单资格要素
Function / site
Business Enterprise process Processes
Time Epoch Process criteria
1920-80
1980-90 1990-95 95-2000 2000Agile MFG
Strategic agility
Mass Production Lean production
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World-Class Manufacturing 世界级制造
• World-class manufacturers no longer view cost, quality, speed of delivery, and even flexibility as tradeoffs. • They have become order qualifiers. • What are the order winners in today’s market?
Support Platforms 支持性平台 Financial Management 财务管理 Human Resource Management 人力资源管理 Information Management 10 信息管理
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Fang Aihua Wuhan
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Appendix: “Strategic Map” of Roth
顾客需求 Alignment 生产 / 运营战略 Core Competencies 公司战略
核心能力 (不易模仿）
决策
工艺流程, 基础结构, 生产能力
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The notion of trade-offs 权衡的观念
• ——“功能悖论”多目标决策中的相互矛盾 » 成本—— 质量 » 弹性—— 周期
Trade-offs
Irwin/McGraw-Hill MBA POM
FOCUS1
FOCUS3
FOCUS2
FOCUS4
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Fang Aihua Wuhan ©The McGraw-Hill Companies, Inc., 1998
权衡处理——厂中厂
成本
传统办法
弹性 质量 厂中厂 (PWP) 交货
• 订单资格要素 – An order qualifier is a screening • 进入市场的起 criterion that permits a firm’s 码标准，仅仅 products to even be considered 取得候选资格 as possible as candidates for purchase.
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Continuous Time/ Quick improvement response Local info. System / work team
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Source of Capital / value-added muscle power
Supply chain cross function team
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Chapter 2 Operations Strategy and Competitiveness
第二章 运营战略与企业竞争力 5 Highlights
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Corporate Strategy & Operations Strategy 企业整体战略与生产运营战略
Quality, Dependability, Flexibility, Price， and Speed, 质量、 可靠性、 柔性、 价格 、 速度
Enterprise Capabilities 企业能力
Operations & Supplier Capabilities 生产与供应（商）能力 R&D 研究开发 Technology 技术 CIM 计算机集成制造 Systems 制度 JIT 准时制 People 员工 TQM 全面质量管理 Distribution 配送
罗斯教授的“策略图”
• Professor Aleda V. Roth of the University of North Carolina at Chapel Hill • Neo-Operation Strategy
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Strategic Map
priority Cost
Scale efficiency
Quality
Delivery Flexible
Scope economy / Integration Process expertises & relationships
Knowledge factory Mass personБайду номын сангаасlizati on Intelligent system. Communities of practices
A Framework for Manufacturing Strategy
Customer Needs 顾客需求 New and Current Products 新产品 与 现行产品
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Performance Priorities and Requirements 操作重点与要求
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Dealing with Trade-offs 权衡处理
Cost
Flexibility Delivery
Traditional Approach
Plant within a Plant (PWP)
Quality
World Class Manufacturing Advanced Approaches
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•世界级商将成本、质 量、速度、甚至弹性看 着是基本的订单资格要 素。
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Service Breakthroughs 服务是汽车业的新卖点
• Service can be an “order winner”
• 服务才是订单赢得要素
Warranty 担保
– An order-winner is a criterion that differentiates the products or services of a firm from other firms. • 订单赢得要素 • 区别于对手， 抢到订单
• An order-winner
• An order qualifier
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Plant-within-a-plant (PWP) 厂中厂
• 在同一个公司建立不同得工厂，每一个 工厂有自己得产品线，实施不同的生产 战略，形成不同的竞争重点。 • 斯金纳（C. Wickham Skinner）. “The Focused Factory.” 《哈佛商学评论》， 52, No.3(May-June,1974),pp.113-22.
• 企业生产/运营战略的关键
• 一个生产者不可能在每一个方面都做得很优秀
• Operations focus and trade-offs
– During the late 1960s and 1970s, central to the concept of operations strategy was the notion of operations focus and trade-offs. – An operation could not excel simultaneously on all performance measures. (can’t do every thing well)