ChaerBBsraegiesandSCMBB策略和供應鏈管理

Chapter

5Business-to-Business

Strategies:From

Electronic

Data

Interchange

toElectronic

CommerceLearning

ObjectivesStrategies

that

businesses

use

to

improvepurchasing,

logistics,

and

other

support

activities;EDI

issues;Supply

chain

management

(SCM)

and

howbusinesses

are

using

Internet

technologies

to

improve

it;E-marketplace

and

portals

thatmakepurchase-sale

negotiations

easier

andmoreefficient;Introduction Case

Study:

GELightingIntroduction Case

Study:

GELightingGrowth

of B2B

Commerce

2001-2006The

Evolution

of

the

Use

of

TechnologyPlatforms

in

B2B

CommerceIndustry

Forecastsfor

Internet-BasedB2B

Commerce

2001-2006Purchasing,

Logistics,

and

SupportActivitiesOverview:the

Value

Chain

figure;價值鏈E-government;電子政府Transaction

cost;交易成本Marketplace,

Hierarchical

structures

andNetwork

structures;市場結構的轉變The

ValueChainPrimary

ActivitiesSecondary

ActivitiesGeneral

administrationHuman

resource

managementResearch,

technology,

and

systems

developmentProcurementInboundlogisticsOperationsOutboundlogisticsMarketingandsalesServiceMarginMarginThe

Term

of

Supply

ChainManagementDefinition:The

process

of

planning,

organizing,

andcontrolling

the

flow

of

materials

and

servicesfrom

suppliers

to

end

users/customers.Thisintegrated

approach

incorporates

suppliers,supply

management,

integrated

logistics,andoperations.供應商 （產(chǎn)品+服務） 最終用戶流程活動 流程活動Supply

Chain

managementThe

process

of

planning,

organizing,

andcontrolling

the

flow

of

materials

and

services

from

suppliers

to

endusers/customers.規(guī)劃、組織和控制從供應商到終端客戶的物料與服務流程This

integrated

approach

incorporatessuppliers,

supply

management,

integratedlogistics,

and

operations.該推進流程中包含了供應商、供應管理、集成物流、物流運作Different

Supply

ChainConfigurationPhysical

Flow

of

MaterialsPurchasing

Activities(figure

5-1)Procurement

process:

The

way

firmspurchase

the

goods

they

need

toproduce

the

goods

theysell采購流程：企業(yè)為了生產(chǎn)最終產(chǎn)品而向其它企業(yè)購買商品的過程Sourcing

and

e-sourcing;The

Procurement

ProcessThePurchasingProcessIde扒nt宜if斬ya冬s滑綁upp串li星er熟Mon構it廊or獵a繳nd裕睡man霸ag昨et忽h器ed蹲e渠li棚ve不ry槳p謊r宋oc根ess陷Eva區(qū)lu單at踏et將h迎ep扇u虹rc芒h落ase壺a筆nd宿t偵he沫s鏡u堆pp型lie康rRec莖o超gni旗ze欺a享n機ee算dQua換li失fy遙a政nd些p饒l掙ace它a踩no換r荒de漸rSupplierCriteria:EvaluationPri橋ce定V位ar峽ia猛bl斤eSer至vi掏ce危V目ar畢ia舞bl用eDel駱i桑ver幟yV纖a菊ri習ab錢le壁Qua柔li蘋ty觀V置ar砍ia親bl舍e5.1.2DirectandIndirectMaterialsPurchasingDirectMaterials直接材料Definition:directmaterialsarethosematerialsthatbecomepartofthefinishedproductinamanufacturingprocess.ReplenishmentpurchasingorcontractpurchasingIndirectMaterials非直接材料Spotmarket:looselyorganizedmarketDefinition:indirectmaterialsareallothermaterialthatthecompanypurchases,includingfactorysupplies.MRO:maintenance,repairandoperatingTellWhatTypesofPurchasesRThey?ComponentpartsRawmaterialsProcessmaterialsAccessoryequipmentMajorequipmentOperatingsuppliesFinishedproductServicesIntroducingJust-in-TimeJust-In-Time(JIT)JITisaphilosophyasmuchasitisatechnique.Itisbasedonth許simpleideathatwhereverpossiblenoactivityshouldtakeplaceinasystemuntilthereisaneedforit.JIT既是一種技術也是一種理念：需求產(chǎn)生后系統(tǒng)才有行動發(fā)生JITisa‘pull’conceptwheredemandattheendofthepipelinepullsproductstowardsthemarketandbehindthoseproducts.JIT是通過終端市場的需求來‘拉動’產(chǎn)品的生產(chǎn)LogisticsActivitiesDefinition:Logisticsistheprocessofstrategicallymanagingtheprocurement（采購）,movementandstorageofmaterials,partsandfinishedinventory(andtherelatedinformationflows)throughtheorganizationanditsmarketingchannelsinsuchawaythatcurrentandfutureprofitability（盈利能力）aremaximizedthroughthecost-effective（成本節(jié)約）fulfillmentoforders.AviewofintegratedlogisticsinacompanyRaw去影Mat器er亂ia糠ls額Ma創(chuàng)nuf閃ac差tu辭ri著ng適P煌l遺ant灶Sto桌r用age擾Fin碌i拿sh將edG慎編oo醒dsS裹t擇or員a污geMar臣ke暑tP彎l展a腹ces堂Pr德ocu膝r射em旨ent批Pl股anMa落keDis執(zhí)tr呢i舟but策i很onMar培ke腿ti享ng糠盈and天S稀al狀eGoalsofLogisticsEfficientacquisitionofproductsandservicesrequires7Rs:Therightmaterials正確的物品Intherightquantity正確的數(shù)量Intherightcondition正確的條件Attherighttime正確的時間Fromtherightsource從正確的地點Withtherightservice以正確的服務方式Attherightprice用正確的價格TheConceptofSupplyChainSupplychain:Firmsthatpurchasegoods,theirsuppliers,andtheirsuppliers’suppliersIncludesnotjustthefirmsthemselves,butalsotherelationshipsamongthemandtheprocessesthatconnectthem供應鏈：不僅包括多個企業(yè)，還包括了他們之間的聯(lián)系以及連接他們的流程FactorTraditionalSupply

ChainInventorymanagementFirm

focusedPipeline

coordinationInventory

flowsInterruptedSeamless/visibleCostFirm

minimizedLanded

costInformationFirm

controlledSharedRiskFirm

focusedSharedPlanningFirm

orientedSupply

chain

teamapproachInterorganizationalFirm

focused

on

lowPartnerships

focusedrelationshipscoston

landedcostComparisonofkeycharacteristicsoftraditionals疤ystemwithsupplychainInvolvesacomplexseriesoftransactionsthatexistsbetw

eMen言ualts癥i-it蜂niegrSl禿euf諒pi冷rpm街lywChit招ahim攤nsultipleprimarysuppliers,theseco

ndsupplierswhodobusinesswiththoseprimarysuppliers,andthetertiarysupplierswhodobusinesswiththesecondarysuppliersE-GovernmentE-GovernmentDefinition.Electronicgovernment,or"e-government,楚"istheprocessoftransactingbusinessbetweenthepublicandgovernmentthroughtheuseofautomatedsystemsandtheInternetnetwork,morecommonlyrefe豆rredtoastheWorldWideWeb.E-GovernmentAne-governmentserviceallowsthepublictoinitiatearequestforaparticulargovernmentserviceandthenreceivethatgovernmentservicethroughthewebsite.Thegovernmentserviceisdeliveredwithoutthepublicgoingintoagovernmentofficeorhavingadirectin-personortelephonecontactwithagovernmentemployee.E-GovernmentE-GovernmentServicesReferredtoMostFrequentlyFilingpersonalincometaxreturn.Reservingacampsiteinastatepark.Applyingf縮慧orastatefishingorhuntinglicense.Renewingaprofessionallicense.Submittingemploymentinformation.Registeringacomplaintagainstabusinessorprofessionallicensee.Renewingadriver'slicense.Requestingagovernmentloan.E-GovernmentPotentialBenefitsofE-GovernmentReducedgovernmentcosts;increasedinterestearnings.Streamlinedgovernmentoperations.Providinggovernmentservicestocitizens24-hours-a-day,7-days-a-week.Reductioninthenumberofin-persongovernmentcontacts.Deliveringgovernmentservicesfromanyplace.NetworkModelofEconomicOrganizationThreedifferentkindsofeconomicorganization:Markets自由市場（無組織型）Hierarchies層級組織型Networks網(wǎng)絡組織型Onetrendisbecomingclear:shiftfromhierarchicalstructurestowardnetworkstructuresThinkofthefollowing2concepts:networkorganizationandvirtualorganizationNetworkModelofEconomicOrganizationNetworkOrganizationdefinition:Acompanyorgroupofcompaniesthathasaminimumofformalstructuresandreliesinsteadontheformation（形成）anddissolution（分解）ofteamstomeetspecificobjectives.Anetworkorganizationutilizesinformationandcomm

unicationstechnologiesextensively,andmakesuseofknow-howacrossandwithincompaniesalongthevaluechain.NetworkModelofEconomicOrganizationVirtualOrganizationdefinition:Temporarynetworkofcompanies,suppliers,customers,oremployees,linkedbyinformationandcommunicatinstechnologies,withthepurposeofdeliveringaserviceorproduct.Anorganizationthatispartofanetworkinwhichmanycompaniesshareskills,costs,capabilities,markets,and跟customerstocollectivelysolvecustomerproblemsorprovidespecificproductsorservices.SupplementaryKnowledge虛擬組織指兩個以上的獨立的實體，為迅速向市場提供產(chǎn)品和服務、在一定時間內結成的動態(tài)聯(lián)盟。它不具有法人資格，也沒有固定的組織層次和內

部命令系統(tǒng)，而是一種開放式的組織結構，因此

可以在擁有充分信息的條件下，從眾多的組織中

通過競爭招標或自由選擇等方式精選出合作伙伴，迅速形成各專業(yè)領域中的獨特優(yōu)勢，實現(xiàn)對外部

資源的整合利用，從而以強大的結構成本優(yōu)勢和

機動性，完成單個企業(yè)難以承擔的市場功能，如

產(chǎn)品開發(fā)、生產(chǎn)和銷售。SupplementaryKnowledge虛擬組織的特征1.虛擬組織具有較大的適應性，在內部組織結構、規(guī)章制度等方面具有靈捷性。2.虛擬組織共享各成員的核心能力。3.虛擬組織中的成員必須以相互信任的方式行動。E.g.:如一家名字為“Telepad”的小型公司最初生產(chǎn)手寫型電腦輸人設備，后來擴展到多媒體輸入系統(tǒng)。這家

小公司使用著名設計公司的設計讓IBM生產(chǎn)，僅僅使

用28個臨時工、4個長期雇員，在12個月內就成功地推出了4種新產(chǎn)品。當Telepad說IBM加工他們的產(chǎn)品，并且他們與其他大公司有業(yè)務聯(lián)系時，他們就在業(yè)務融

資、展示實力、實現(xiàn)承諾的能力上獲得了重要的信譽。SupplementaryKnowledge網(wǎng)絡的發(fā)展推動了虛擬組織的發(fā)展。其實，網(wǎng)絡本身也是虛擬組織的一種形式，它是一系列預先認證合格的合作伙伴，同時，作為輔助工具，網(wǎng)絡又推動了各個領域中合作的開展和眾多虛擬組織的形成。真正吸引顧客的是虛擬組織天衣無縫的合作。購買了Ford汽車的顧客不會了解是一個虛擬設計工作室在負責Ford汽車的款式設計，它通過電子手段將世界各地的設計人員組合在一起，這些人員實際上分屬福特的7個設計中心。NetworkModelofEconomicOrganizationAvirtualorganizationcanbringtogethercompaniesinstrategicpartneringoroutsourcingarrangements,enablingthemtoshareexpertise,resources,andcostsavingsuntilobjectivesaremetandthenetworkisdissolved.Suchorganizationsarevirtualno紐奉tonlyinthesensethattheyexistlargelyincyberspace,butalsointhattheyareunconstrainedbythetraditionalbarriersoftimeandplace.Agreaterleveloftrustisrequiredbetweenemployerandemployeeorcoworkers,orpartnerorganizations,becausetheywillbeworkingoutofoneanother'ssightformostofthetime.NetworkModelofEconomicOrganizationTrytodrawafiguretodescribe‘suppleweb’usingtheexampleinparagraph2onpage229;…5minutesElectronicDataInterchangeEDI:acomputer-to-computertransferofbusinessinformati片onbetweentwobusinessthatusesastandardformatofsomekind.定義EDIcompatible:EDI相容Whybusinessesneedstandardformat?標準商業(yè)數(shù)據(jù)

Thedatainbusiness-to-businesstransactionsincludesinformationofpaperinvoices,purchaseorders,requestforquotations,billsoflading,andreceivingreports,whichaccountsfor7%ofallinformation.EarlyBusinessInformationInterchangeEffortsInthelate1800sandearly1900s:formalrecordsofbusinesstransactionsIntheearly1950s:computersusedtostoreandprocesstransactionrecords;Bythe1960s:magneticcardsusedbybusinessesengagedinlargevolumes;During1960sand1970s:transferdataovertelephoneline;In1968:TransportationDataCoordinatingCommittee(TDCC)wasformed;Untilnow:EDIformatsaredevelopingfromaspecificindustrystandardtocross-industrystandards;EmergenceofBroaderEDIStandardsAmericanNationalStandardInstitute(ANSI):tocontributeasetofproceduresforthedevelopmentofnationalstandard;美國國家標準協(xié)會AccreditedStandardsCommitteeX12(ASCX12):DataInterchangeStandardAssociation授權標準委員會——數(shù)據(jù)交換標準協(xié)會figure5-4UnitedNations:EDIforAdministration,Commerce,andTr誕ansport(EDIFACT,orUN/EDIFACT)管理、商貿(mào)與運輸

EDI標準figure5-5ASCX12andEDIFACTagreedinlate2000todeveloponecommonset;however…HowEDIWorksConsideracompanythatneedsareplacementforoneofitsmetal-cuttingmachines,putitintotwodifferentcircumstances;1、Paper-basedpurchasingprocess基于紙質的采購流程2、EDIpurchasingprocess基于EDI的采購流程Value-AddedNetworksFigure5-7:threekeyelementsthataltertheprocessdramatically;EDInetworkandtwotranslatorcomputersTwobasicapproachestoimplementtheEDInetworkandEDItransactionprocesses:1.DirectconnectionEDI直接聯(lián)接EDI網(wǎng)絡(figure5-8)2.Value-addednetwork增值EDI網(wǎng)絡(figure5-9)Value-AddedNetworksAdvantagesusingaVAN:ObservetheVAN’sprotocolinsteadofmanypossibleprotocolsbydifferenttraders;只用遵守一個協(xié)議；TheVANrecordsmessageactivitiesinanauditlog;resolvepossibledisputes;第三方監(jiān)管可解決沖突；TheVANcanprovidetranslationbetweendifferenttransactionsetsusedbytradingpartners;充當翻譯角色；TheVANcanperformautomaticcompliancecheckingtoensurethatthetransactionsetisinthespecifiedEDIformat.自動檢查交易條款DisadvantagesusingaVAN…h(huán)ighcost!SupplychainmanagementusingInternettechnologyTheultimategoalofsupplychainmanagementistoachieveahigher-qualityorlower-costproductattheendofthechain.ValuecreationinthesupplychainLong-term,cooperativerelationshipwithsupplychainparticipants.Addvaluetoultimateusers.Supplyalliance:smallernumberofsupplierslong-termrelationship;tier1-tier2-tier3;SupplychainmanagementusingInternettechnologyCloserandlong-termrelationshipbringspricereductionandqualityimprovement.Twokindsofcompetitiveadvantages:ValueAdvantage:(價值優(yōu)勢)Theabilityofanorganizationtodifferentiate(差異化)itselffromitscompetitorintheeyesof鄉(xiāng)豐customer.CostAdvantage:(成本優(yōu)勢)Theabilitytooperateatalowercost(低成本)andhenceatagreaterprofit.Itiscalledtheproductivityadvantage.Sustainabledevelopmentofacompanyneedoneorbothofthecompetitiveadvantages.SupplychainmanagementusingInternettechnologyProductivityadvantagesScaleEconomy(規(guī)模經(jīng)濟):enablesfixedcosts(固定成本)tobespreadoveragreatervolume.ExperienceCurve(經(jīng)驗曲線):therateofoutputofworkerswouldbeimprovedwhentheybecomemoreskilledintheprocessesandtasks.Theexperiencecurvecouldbeexpressedbythenegativerelationshipbetweenrealunitcosts(實際單位成本)andcumulativevolume(累計產(chǎn)量).CompetitiveAdvantageMatrixCompanyinthebottomlefthandcorner:indistingu錢ishable;Companyinthebottomri草ght:scaleeconomy,experencecurveandlogisticsmanagement(C.A.);Companyintheupleft:service-sensitive;differentiation,serviceandlogisticsmanagement(V.A.);夕C跳tySer窮vi賀ceLea元de批rCos松ta裕蟲ndSer軌vi濱ce信Lea曬de歇rom移m割odiMar摧ke餅tCos帝tLea違de政rHiLow夢Low盟HiPro笑d塊uct志iv漁it徹ya涌盟dv言ant鬧a

伶gep.p.10paragraph1Val丈ue郵桶ad輸van擁t劉ageSupplychainmanagementusingInternettechnologyClearcommunicationandquickresponseenablebettersupplychainmanagement.AdvantagesofInternet-enabledSCM:ShareinformationaboutcustomerdemandfluctuationsReceiverapidnotificationofproductdesignchangesandadjustmentsProvidespecificationsanddrawingsmoreefficientlyIncreasethespeedofprocessingtransactionsReducethecostofhandlingtransactionsReduceerrorsinenteringtransactiondataShareinformationaboutdefectratesandtypesIncreasingsupplychainefficiencyCasestudiesofBoeingandDell(self-learning…)UnderlinetheirimportanttacticstoimprovingSCMandtrytowritedownsomecommentsforthem.Usingmaterial-trackingtechnologywithEDIandElectronicCommerceAbarcode(alsobarcode)isamachine-readablerepresentationofinformation.Barcodesstoreddatainthewidthsandspacingsofprintedparallellines,buttodaytheyalsocomeinpatternsofdots,concentriccircles,andtextcodeshiddenwithinimages.Barcodescanbereadbyopticalscannerscalledbarcodereadersorscannedfromanimagebyspecialsoftware.ItwillcostaboutUS$0.005toimplementabarcodecomparedtopassiveRFIDwhichstillcostsaboutUS$0.07toUS$0.30pertag.[1]Usingmaterial-trackingtechnologywithEDIandElectronicCommerceRadio-frequencyidentification(RFID)isanautomaticidentificationmethod,relyingonstoringandremotelyretrieving(獲取)datausingdevicescalledRFIDtagsortransponders(異頻雷達收發(fā)器).MostRFIDtagscontainatleasttwoparts.Oneisanintegratedcircuitforstoringandprocessinginformation,modulati夠ng(調制)anddemodulating(解調)a(RF)signal,andotherspecializedfunctions.Thesecondisanantenna(天線)forreceivingandtransmittingthesignal.BarcodeandRFIDFigure5-11Figure5-11showsatypicalbar-codedshippinglabelwitheachelementrepresentingasegmentintheASCX12transactionsetnumber856.Including:partnumber,quantityshipped,purchaseordernumber,serialnumberandpackinglist.ElectronicmarketplacesandportalsVerticalmarket:垂直市場

Averticalmarketisagroupofsimilarbusinessesandcustomerswhichengageintradebasedonspecificandspecializedneeds.Often,participantsinaverticalmarketareverylimitedtoasubsetofalargerindustry(anichemarket).Horizontalmarket:水平市場

Amarketwhichmeetsagivenneedofawidevarietyofindustries,ratherthanaspecificone:forexample,wordprocessingsoftware.oppositeofverticalmarket.ElectronicmarketplacesandportalsHorizontalmarketsinclude:MarketingofProducts/ServiceSalesForceAutomationFieldServiceOrderManagementThesearecommonacrosstheVerticals(Telecom,FMCG,Retail,Power,BFSI)withalittleornoindustryspecificchanges.ElectronicmarketplacesandportalsSomecommonexamplesofverticalmarkets:HealthcareGovernmentEducationFinancialFoodandbeverageFast-MovingConsumerGoods(FMCG)Reales