运营战略与企业竞争力
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基于企业生产战略的竞争重点 (Content of Operations Strategy 运营战略的内容：目标）
8 Fang Aihua Wuhan University
Operations Priorities （Basic) 基于企业生产战略的竞争重点
Cost
Product Quality and Reliability Delivery Speed Delivery Reliability
Appendix: “Strategic Map” of Roth 罗斯教授的“策略图”
2 Fang Aihua Wuhan University
Operations Strategy and Corporate Strategy
生产战略与企业战略
3 Fang Aihua Wuhan University
The top 3 priorities don’t change. 3项基本要求不变
一致性质量 准时交货 产品可靠性 2项的重要性上升 低价格 快速开发新产 品 16
2 of them has risen
– Low price – Speedy NPI (new production introduction)
Fang Aihua Wuhan University
Changing Competitive Priorities 不断变化的竞争重点
1990 1.Conformance quality 2.On-time delivery 3.Product reliability 4.Performance quality 5.Low price 1996 1.Conformance quality 2.Product reliability 3.On-time delivery 4.Low price 5.Fast delivery 6.Performance quality 7.Speedy NPI
11 Fang Aihua Wuhan University
Plant-within-a-plant (PWP) 厂中厂
For those firms with large existing manufacturing facilities, Skinner even suggested the creation of a PWP concept, in which different locations within the facilities would be allocated to different products lines, each with their own operations strategy.The workers also would be separated. 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
15 Fang Aihua Wuhan University
Changing Competitive Priorities 不断变化的竞争重点
Manufacturing Future Survey
– A group of Boston University, – 212 U.S. manufacturing companies – Conformance quality – On-time delivery – Product reliability 制造业未来趋势 调查
– 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)
6 Fang Aihua Wuhan University
Core Enterprise & Core Capabilities 核心企业与核心能力
Core capabilities (or competencies) are those skills that differentiate the manufacturing (or services firm) from its competitors.
– A competence that wins the future customers.
核心能力是企业拥有的不同于竞争者的一种技 能。
– 一种赢得未来顾客的能力。
7 Fang Aihua Wuhan University
Operations Priorities ( Competitive Dimensions)
5 Fang Aihua Wuhan University
Corporate Strategy & Operations Strategy 企业整体战略与生产运营战略
顾客需求 Alignment 生产 / 运营战略 Core Competencies 公司战略
核心能力
决策
工艺流程, 基础结构, 生产能力
An order qualifier
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.
– C. Wickham Skinner(斯金纳). “The Focused Factory.” Harvard Business Review 52, No.3(MayJune,1974),pp.113-22. 12
Fang Aihua Wuhan University
Dealing with Trade-offs 权衡处理
FOCUS1 FOCUS3
FOCUS2 FOCUS4
13
Fang Aihua Wuhan University
The McGraw-Hill Companies, Inc., 1998 5
权衡处理——厂中厂
成本
传统办法
弹性 质量 厂中厂 (PWP) 交货
工厂1（高质量） 工厂3（低成本）
Irwin/McGraw-Hill
Chapter 2 Operations Strategy and Competitiveness
运营战略与企业竞争力
1 Fang Aihua Wuhan University
Topics
主要内容
Operations Strategy 生产/运营战略的含义 Content of Operations Strategy 运营战略的内容：目标 /决策领域 Process of Operations Strategy 运营战略的过程 A Framework for Operations Strategy in Manufacturing and 制造业/服务业的战略 分析框架 in Services Meeting the Competitive Challenge 迎接竞争挑战
成本 产品质量/可靠性 交货速度 交货可靠性
Coping with Changes in Demand 对需求量应变能力 Flexibility and New Product 产品多样性(弹性与 Introduction Speed 新产品推出速度）
9 Fang Aihua Wuhan University
18 Fang Aihua Wuhan University
9.快速的新产品推介 快速的新产品推介
Order Winners and Orders Qualifiers 订单赢得要素与订单资格要素
An order-winner
– 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
10 Fang Aihua Wuhan University
The notion of trade-offs 权衡的观念
企业生产/运营战略的关键
——“功能悖论”多目标决策中的相互矛盾 成本—— 质量 弹性—— 周期
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
17 Fang Aihua Wuhan University
9.Speedy NPI
Changing Competitive Priorities 不断变化的竞争重点
1990 1.质量一致性 质量一致性 2.交货准时性 交货准时性 3.产品可靠性 3.产品可靠性 4.性能优良 5.低价格 低价格 1996 1.质量一致性 质量一致性 2.产品可靠性 产品可靠性 3.交货准时性 3.交货准时性 4.低价格 低价格 5.快速交货 6.性能优良 7.快速的新产品推介 快速的新产品推介
工厂2（高速度） 工厂4（定制 ）
14
The McGraw-Hill Companies, Inc., 1998
Fang Aihua Wuhan University
Priorities Determined by Marketplace 由市场决定的竞争重点
To realize the need to establish priorities as dictated by the marketplace. 了解顾客的需求， 按照市场信号确定 企业的竞争重点， 从而确定生产系统 的主导目标。
生产/运营战略的概念
Operations strategy is concerned with setting broad policies and plans for using the resources of the firm to best support the firm’s long-term competitive strategy. 运营策略主要指利用企业资源所制订的各项企 业政策和计划，它最大限度地支持了企业的长 期竞争战略。( Richard B.Chase 、 Nicholas J. Aquilano 、F.Robert Jacobs)
Cost Flexibility Quality Plant within a Plant (PWP) Delivery
Traditional Approach
World Class Manufacturing Advanced A来自百度文库proaches
Trade-offs
Irwin/McGraw-Hill
4 Fang Aihua Wuhan University
Keys in operations strategy 运营战略的成功关键
Keys to success in operation strategy lie in identifying what priority choices are, in understanding the consequences of each choice, and in the trades-offs involved. 识别竞争重点，分析各个重点要素之间 的因果关系，并进行相应的权衡取舍。
Operations Priorities（other) 基于企业生产战略的竞争重点
Technical liaison and support 技术联系与支持
Meeting a launch date Supplier after-sale support Other priorities 迎接项目启动期 售后服务 其他
8 Fang Aihua Wuhan University
Operations Priorities （Basic) 基于企业生产战略的竞争重点
Cost
Product Quality and Reliability Delivery Speed Delivery Reliability
Appendix: “Strategic Map” of Roth 罗斯教授的“策略图”
2 Fang Aihua Wuhan University
Operations Strategy and Corporate Strategy
生产战略与企业战略
3 Fang Aihua Wuhan University
The top 3 priorities don’t change. 3项基本要求不变
一致性质量 准时交货 产品可靠性 2项的重要性上升 低价格 快速开发新产 品 16
2 of them has risen
– Low price – Speedy NPI (new production introduction)
Fang Aihua Wuhan University
Changing Competitive Priorities 不断变化的竞争重点
1990 1.Conformance quality 2.On-time delivery 3.Product reliability 4.Performance quality 5.Low price 1996 1.Conformance quality 2.Product reliability 3.On-time delivery 4.Low price 5.Fast delivery 6.Performance quality 7.Speedy NPI
11 Fang Aihua Wuhan University
Plant-within-a-plant (PWP) 厂中厂
For those firms with large existing manufacturing facilities, Skinner even suggested the creation of a PWP concept, in which different locations within the facilities would be allocated to different products lines, each with their own operations strategy.The workers also would be separated. 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
15 Fang Aihua Wuhan University
Changing Competitive Priorities 不断变化的竞争重点
Manufacturing Future Survey
– A group of Boston University, – 212 U.S. manufacturing companies – Conformance quality – On-time delivery – Product reliability 制造业未来趋势 调查
– 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)
6 Fang Aihua Wuhan University
Core Enterprise & Core Capabilities 核心企业与核心能力
Core capabilities (or competencies) are those skills that differentiate the manufacturing (or services firm) from its competitors.
– A competence that wins the future customers.
核心能力是企业拥有的不同于竞争者的一种技 能。
– 一种赢得未来顾客的能力。
7 Fang Aihua Wuhan University
Operations Priorities ( Competitive Dimensions)
5 Fang Aihua Wuhan University
Corporate Strategy & Operations Strategy 企业整体战略与生产运营战略
顾客需求 Alignment 生产 / 运营战略 Core Competencies 公司战略
核心能力
决策
工艺流程, 基础结构, 生产能力
An order qualifier
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.
– C. Wickham Skinner(斯金纳). “The Focused Factory.” Harvard Business Review 52, No.3(MayJune,1974),pp.113-22. 12
Fang Aihua Wuhan University
Dealing with Trade-offs 权衡处理
FOCUS1 FOCUS3
FOCUS2 FOCUS4
13
Fang Aihua Wuhan University
The McGraw-Hill Companies, Inc., 1998 5
权衡处理——厂中厂
成本
传统办法
弹性 质量 厂中厂 (PWP) 交货
工厂1（高质量） 工厂3（低成本）
Irwin/McGraw-Hill
Chapter 2 Operations Strategy and Competitiveness
运营战略与企业竞争力
1 Fang Aihua Wuhan University
Topics
主要内容
Operations Strategy 生产/运营战略的含义 Content of Operations Strategy 运营战略的内容：目标 /决策领域 Process of Operations Strategy 运营战略的过程 A Framework for Operations Strategy in Manufacturing and 制造业/服务业的战略 分析框架 in Services Meeting the Competitive Challenge 迎接竞争挑战
成本 产品质量/可靠性 交货速度 交货可靠性
Coping with Changes in Demand 对需求量应变能力 Flexibility and New Product 产品多样性(弹性与 Introduction Speed 新产品推出速度）
9 Fang Aihua Wuhan University
18 Fang Aihua Wuhan University
9.快速的新产品推介 快速的新产品推介
Order Winners and Orders Qualifiers 订单赢得要素与订单资格要素
An order-winner
– 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
10 Fang Aihua Wuhan University
The notion of trade-offs 权衡的观念
企业生产/运营战略的关键
——“功能悖论”多目标决策中的相互矛盾 成本—— 质量 弹性—— 周期
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
17 Fang Aihua Wuhan University
9.Speedy NPI
Changing Competitive Priorities 不断变化的竞争重点
1990 1.质量一致性 质量一致性 2.交货准时性 交货准时性 3.产品可靠性 3.产品可靠性 4.性能优良 5.低价格 低价格 1996 1.质量一致性 质量一致性 2.产品可靠性 产品可靠性 3.交货准时性 3.交货准时性 4.低价格 低价格 5.快速交货 6.性能优良 7.快速的新产品推介 快速的新产品推介
工厂2（高速度） 工厂4（定制 ）
14
The McGraw-Hill Companies, Inc., 1998
Fang Aihua Wuhan University
Priorities Determined by Marketplace 由市场决定的竞争重点
To realize the need to establish priorities as dictated by the marketplace. 了解顾客的需求， 按照市场信号确定 企业的竞争重点， 从而确定生产系统 的主导目标。
生产/运营战略的概念
Operations strategy is concerned with setting broad policies and plans for using the resources of the firm to best support the firm’s long-term competitive strategy. 运营策略主要指利用企业资源所制订的各项企 业政策和计划，它最大限度地支持了企业的长 期竞争战略。( Richard B.Chase 、 Nicholas J. Aquilano 、F.Robert Jacobs)
Cost Flexibility Quality Plant within a Plant (PWP) Delivery
Traditional Approach
World Class Manufacturing Advanced A来自百度文库proaches
Trade-offs
Irwin/McGraw-Hill
4 Fang Aihua Wuhan University
Keys in operations strategy 运营战略的成功关键
Keys to success in operation strategy lie in identifying what priority choices are, in understanding the consequences of each choice, and in the trades-offs involved. 识别竞争重点，分析各个重点要素之间 的因果关系，并进行相应的权衡取舍。
Operations Priorities（other) 基于企业生产战略的竞争重点
Technical liaison and support 技术联系与支持
Meeting a launch date Supplier after-sale support Other priorities 迎接项目启动期 售后服务 其他