运营管理复习题 第1章

CHAPTER 1 INTRODUCTION TO OPERATIONS MANAGEMENT Chapter Overview
本章概述
This chapter introduces and defines operations management. Specifically, customers are demanding more today than they have in the past due to globalization of the world's economy, and the growth of e-commerce. Consequently, operations managers are faced with providing continually higher quality products with shorter delivery times and better customer service, yet reducing labor and material cost, and increasing the utilization of facilities. The chapter begins by defining operations management. It then discusses operations management's contribution to society, which includes a higher standard of living, better quality goods and services, concern for the environment, and improved working conditions. Next, this chapter discusses the emergence of operations management, including service operations, expanded definition of quality, and application of OM concepts in other functional areas. Finally, it ends with an overview of its historical development.
本章介绍了运营管理的基本概念。

伴随着世界经济一体化及电子商务的发展，现今顾客的需求要比过去增加许多。

因此，运营管理者面临着要在更短的交货时间内提供更高质量的产品和服务，并要减少劳动力和原材料的消耗，提高设备的利用率。

本章首先对运营管理进行了定义，并论述了运营管理对社会发展的贡献，这其中包括提高人民生活水平，提供高质量的产品和服务，对环境的关注，改善工作条件。

其次又探讨了运营管理出现的新特征，包括服务运营，扩展了质量的定义，以及运营管理理念在其他职能领域的应用。

最后本章介绍了运营管理的发展历史。

Major Points of Chapter
本章要点
1.Because of the today's highly competitive business environment, operations management
must provide continuously higher quality products with shorter delivery times and better customer service, while reducing labor and material costs, and increasing utilization of facilities.
在当今激烈的商业竞争环境里，运营管理必须在更短的交货时间里提供更高质量的产品和优质的服务，并要减少劳动力和原材料的消耗，提高设备使用率。

2.Operations management is the management of the conversion process that transforms inputs
into outputs in the form of finished goods and services.
运营管理是将输入转化成输出的过程，这种输出以完成品和服务为形式。

3. A higher standard of living, better quality goods and services, concern for the environment,
and improved working conditions can be traced to improved operations management.
改善运营管理可以得到更高标准的生活水平，更高质量的产品和服务，以及对环境的关注和改善工作条件。

4.An overview of the historical development of operations management helps to explain
various influences on OM thought today.
对运营管理发展历史的概述可以帮助我们更好的理解运营管理对当今的各种影响。

Review and Discussion Questions
1.What is operations management and how is it different from operations research? Operations Management (OM) is a synthesis of concepts and techniques that relate directly to production systems and enhance their management. Operations Management has a distinct management role that differentiates it from OR and IE. Operations Managers use the tools of OR in decision making and are concerned with many of the same issues as Industrial Engineers. Operations Research/Management Science (OR/MS) is a branch of applied mathematics, while Industrial Engineering (IE) is an engineering discipline.
复习与思考题：
1．什么是运营管理（OM）？运营管理（OM）和运筹学（OR）的区别是什么？
运营管理关注的是生产系统，是要提高对生产系统的管理，是概念和技术的综合。

运营管理有自己特定的管理角色，它与运筹学和工业工程不同。

运营经理应用运筹学的知识来进行决策，他与工业工程师有很多共同关注的问题。

运筹学（管理科学）是应用数学的一个分支。

工业工程（IE）是一种工程学科。

What were the underlying reasons for the lack of emphasis on operations management in the post-World War II years?
After WWII, the U.S. emerged as the major military, political and economic power in the world. In addition, the U.S., through the Marshall Plan was responsible for reestablishing the German and Japanese economies that were destroyed. As a result, there was a world economy, in which little competition existed, and demand exceeded supply because of the unfilled demand from rationing during the war. Therefore, the American companies had little reason to improve quality or radically improve in any OM related facet of business.
2．在二战后的几年，运营管理被冷落的根本原因是什么？
二站后，美国拥有世界上最强大的军事，政治和经济实力。

此外，美国还通过实施马歇尔计划对遭受重大损失的德国和日本进行重建。

由于战时实施的配给制不能满足人民的需求，所以战后的需求远大于供给，此时世界经济存在很微弱的竞争。

因此，美国公司没有理由去提高产品的质量或者根本没有想要去改善企业活动中的运营管理
2.What are the advantages of bringing customers into the transformation process or technical
core?
By bringing customers into the technical core, the lag time for needed customer feedback is reduced. System and product design is enhanced by proactively considering customer needs, and customer loyalty increases.
3．将客户带进生产流程和服务流程或技术中心的好处有哪些？
通过使客户进入技术核心，降低了需要用户反馈的延迟时间。

通过提高生产系统和产品的设计来满足顾客的需求，增加了顾客的忠实度。

4．Take a look at the want ads in The Wall Street Journal and evaluate the opportunities for an OM major with several years of experience.
4、看国《华尔街日报》的招聘广告后，评价一下对一个有几年经验的运营管理专业人员来将，他的事业发展机会在哪里？
The following are some examples of jobs available in OM from the Wall Street Journal from December 18, 2001:
以下是从2001年12月18日《华尔街日报》摘取的几个招聘运营管理专业人员的广告。

加入我们的团队生产运营经理
美国糖业公司制糖生产流程部门现招聘生产运营经理。

要求具备机械工程或相关专业学士学位，具有10年以上的从事生产糖原料和炼糖的经验。

要求具有自动化生产和计算机自动化系统的知识。

具有环境协会工作的背景优先考虑。

能在规定的期限内独立完成工作，具有钻研精神。

我们将为其提供满意的薪资和优惠的待遇，如果你满足上述条件，请写信或传真或发电子邮件联系我们。

公司地址是美国纽约市传真：（863）902—2889。

电子油箱:mmaturana@.
Some additional advertisements from January 8, 2002:
3.What are the major factors leading to the resurgence of interest in OM today?
With the expanding objectives of productive systems combined with increased applications to services and increased efficiency of Japanese producers, there is increased interest in nuts and bolts issues.
4.是什么激发了当今人们对运营管理的兴趣？
随着人们对生产系统目标的扩展和运营管理在服务业中应用的增加以及日本企业生产效率的提高，激发了人们对运营管理问题研究的兴趣。

5.Explain the difference, from an operations management perspective, between cost
minimization and value maximization.
Cost minimization implies an operational and financially based focus to company systems. This reflects a traditional managerial control orientation. Value maximization, on the other hand, refers to a customer-based view of operations. With value maximization, only tasks are performed throughout the value chain that add value for the customer. This has the effect of reducing cost while simultaneously improving organizational effectiveness. The difference, from an operations perspective is one of control orientation versus customer orientation.
6从运营应管理的角度说明成本最小化和价值最大化的区别？
成本最小化揭示了企业运营和财务的问题，这是传统管理者关注的问题。

另一方面价值最大化是基于客户的意愿，价值最大化通过价值链上任务的完成来不断的为客户增加价值，在减少成本的同时也提高了运营效率。

从运营管理的角度来看，他们之间的区别在于控制目标与与客户目标不同。

ing Exhibit 1.3 as a model, describe the input-transformation-output relationships found in
the following systems:
7．运用1.3的形式，描述下列系统中“投入—转换—输出”的关系：
a.An airline
Inputs: passengers
Components: planes, crews, equipment, terminals
Primary functions: transportation
Output: satisfied, safe customers
（1）航空公司
输入：乘客
组成：飞机，机组人员，设备
主要转化功能：运输
输出：满意并安全的顾客
b. A state penitentiary
Inputs: criminals
Components: legal system, physical plant (prison), guards and support staff
Primary functions: segregation of prisoners from society, punishment, and rehabilitation
Output: reformed society members
（2）监狱
输入：囚犯
组成：法律系统，监狱，保卫人员，服务人员
主要转化功能：使囚犯与社会分离，惩罚并转化囚犯。

输出：经过改造的社会成员。

c. A branch bank
Inputs: customers
Components: tellers, bank officers, teller windows, systems
Primary functions: deposit and withdrawal handling, loan initiation, storing money and valuables
Output: satisfied customers, positive return on loan ratios
（3）储蓄所
输入：顾客。

组成：出纳员，银行管理人员，出纳窗口，银行设施。

主要转化功能：存款和回收处理，贷款。

输出：满意的顾客，积极的贷款回收率。

d. A bakery
Inputs: flour and other foodstuffs
Components: bakers, ovens, pans
Primary functions: food preparation and packaging
Output: baked goods to satisfy customer
（4）面包店
输入：面粉和其他食品。

组成：面包师，烤炉，锅。

主要转化功能：食品准备和包装。

输出：顾客满意的面包。

e. A clothing manufacturer
Inputs: material, thread
Components: sewing machines, seamstresses, patterns
Primary functions: making clothing according to specifications
Output: delivery to satisfied customers
（5）制衣店
输入：布料，线。

组成：缝纫机，裁缝，图样。

主要转化功能：根据顾客的要求来制作衣服。

输出：顾客满意的衣服。

f. A dry cleaner
Inputs: dirty clothes, cleaning supplies
Components: workers, washing machines, ironing machines
Primary functions: cleaning clothes
Output: clean clothes to customers
（6）干洗店
输入：脏衣服，洗涤剂。

组成：工人，干洗机器，熨平机器。

主要转化功能：使衣服干净。

输出：干净的衣服。

g.An automobile assembly line
Inputs: component parts
Components: workers, assembly line with associated tooling
Primary functions: assemble automobile
Output: finished automobile
（7）自动装配线
输入：零部件。

组成：工人，自动装配线。

主要转化功能：装配产品。

输出：完成品。

h.An accounting firm
Inputs: receipts, and other accounting material
Components: accountants, computers
Primary functions: analyzing accounting information, conducting audits, preparing tax
forms
Output: delivering information and finished forms to customers
（8）会计事务所
输入：收入以及其他一些财务资料。

组成：会计师，电脑。

主要转化功能：分析财务资料，审计处理，处理审计。

输出：交付给客户完成形式的信息。

7.What do we mean by the expression value chain, as it applies to the transformation process of
a good or service?
The term “value chain” is borrowed from Michael Porter of Harvard University. Value chain refers to that set of activities occurring from supplier to transformation process to customer. This view ties all processes together in a customer-oriented fashion to provide a basis for value analysis and maximization. Thus, the members of the transformation process build closer relationships with both suppliers and customers (and also reduce waste).
8．我们描述了价值链在产品和服务的转化过程中的应用，用意何在？
“价值链”一词从哈佛大学的迈克尔·波特教授处引入。

价值链是指产品从供应商到顾客转化过程的一系列增殖活动。

价值链理论提供了价值理论分析和价值最大化的方法，将面向用户的所有生产过程联系起来。

因此这个过程将使企业与客户和供应商建立更紧密的关系。

（同时也减少了浪费）
8.Identify a product that is 100 percent goods without any service component. Identify a
product that is 100 percent service without any goods component.
Commodity type products would be an example of products without any service components, including nuts and bolts. A barber would be an example of a 100% service.
9．指出一项产品由100%的货物组成而不含任何服务。

指出一项产品由100%的服务组成而不含任何货物。

商品类型的产品就是一个不含任何服务的例子。

理发师就是一个100%由服务组成的产品的例子。

10．尝试预测未来运营管理部门在企业中扮演的角色以及未来运营经理的角色。

运营管理似乎贯穿于企业运行的全过程中，并且在很大程度上应用信息系统。

因此，未来的运营管理经理应更多的关注各职能部门的结合，并应用信息和信息技术进行决策。