第二章生產(chǎn)運(yùn)營(yíng)戰(zhàn)略與競(jìng)爭(zhēng)力

第二章生產(chǎn)與運(yùn)作戰(zhàn)略第一節(jié)生產(chǎn)運(yùn)作戰(zhàn)略的基本概念

第二節(jié)生產(chǎn)運(yùn)作戰(zhàn)略制定

第三節(jié)生產(chǎn)運(yùn)作戰(zhàn)略的競(jìng)爭(zhēng)優(yōu)勢(shì)選擇

第一節(jié)生產(chǎn)運(yùn)作戰(zhàn)略的基本概念A(yù)neffectiveoperationsmanagementeffortmusthaveamission

soitknowswhereitisgoingandastrategy

soitknowshowtogetthere一、企業(yè)的使命與戰(zhàn)略1.MissionOrganization’smissionstatestherationalefortheorganization’sexistenceanditsobjectivetobeachieved.Onceanorganization’soverallmissionhasbeendecided,eachfunctionalareawithinthefirmdeterminesitssupportingmission.

2.StrategyStrategyisanorganization’sactionplantoachievethemission.Eachfunctionalareahasastrategyforachievingitsmissionandforhelpingtheorganizationreachtheoverallmission.

PleaserefertotheexampleintextbookP18&p20

戰(zhàn)略的層次關(guān)系企業(yè)戰(zhàn)略：一是選擇企業(yè)經(jīng)營(yíng)范圍和領(lǐng)域，二是在各事業(yè)部之間進(jìn)行資源分配事業(yè)部戰(zhàn)略：是在選定的事業(yè)范圍內(nèi)，如何去競(jìng)爭(zhēng)，因此也稱競(jìng)爭(zhēng)戰(zhàn)略運(yùn)作戰(zhàn)略：生產(chǎn)、財(cái)務(wù)、營(yíng)銷戰(zhàn)術(shù)解決“如何做”，運(yùn)作解決具體的“做”的問(wèn)題戰(zhàn)略選擇企業(yè)戰(zhàn)略：?jiǎn)我皇聵I(yè)、垂直一體化、水平一體化、多元化經(jīng)營(yíng)戰(zhàn)略：成本領(lǐng)先（搶餅吃）、差異化（做餅吃）、集中一點(diǎn)職能戰(zhàn)略：質(zhì)量效率響應(yīng)速度競(jìng)爭(zhēng)優(yōu)勢(shì)成本、差異創(chuàng)新二、生產(chǎn)運(yùn)作戰(zhàn)略

生產(chǎn)運(yùn)作戰(zhàn)略生產(chǎn)運(yùn)作戰(zhàn)略與企業(yè)經(jīng)營(yíng)戰(zhàn)略

1.生產(chǎn)運(yùn)作戰(zhàn)略生產(chǎn)運(yùn)作戰(zhàn)略在企業(yè)經(jīng)營(yíng)戰(zhàn)略的總體框架下，決定如何通過(guò)運(yùn)作活動(dòng)來(lái)達(dá)到企業(yè)的整體經(jīng)營(yíng)目標(biāo)。它通過(guò)對(duì)企業(yè)各種資源要素和內(nèi)外部環(huán)境的分析，對(duì)和生產(chǎn)與運(yùn)作管理以及生產(chǎn)運(yùn)作系統(tǒng)有關(guān)的基本問(wèn)題進(jìn)行分析和判斷，確定總的指導(dǎo)思想以及一系列決策原則。2.生產(chǎn)運(yùn)作戰(zhàn)略與企業(yè)經(jīng)營(yíng)戰(zhàn)略公司級(jí)經(jīng)營(yíng)戰(zhàn)略事業(yè)部級(jí)戰(zhàn)略職能級(jí)戰(zhàn)略參見(jiàn)p20區(qū)別第二節(jié)生產(chǎn)運(yùn)作戰(zhàn)略制定生產(chǎn)運(yùn)作戰(zhàn)略的內(nèi)容生產(chǎn)運(yùn)作戰(zhàn)略制定的影響因素生產(chǎn)運(yùn)作戰(zhàn)略與產(chǎn)品的壽命周期一、生產(chǎn)運(yùn)作戰(zhàn)略的內(nèi)容

1、生產(chǎn)運(yùn)作總體戰(zhàn)略自制或購(gòu)買低成本和大批量多品種和小批量高質(zhì)量混合策略2、產(chǎn)品/服務(wù)、生產(chǎn)系統(tǒng)的設(shè)計(jì)選擇The10decisionsofOMthatsupportmissionsandimplementstrategies:GoodsandservicedesignProcessandcapacitydesignQualityLocationselectionLayoutdesignHumanresourceandjobdesignSupply-chainmanagementInventorySchedulingMaintenanceComponentsoftheP/OMMissionP/OMMissionandStrategyLocationProcurementHumanResources&JobDesignInventoryReliabilityandMaintenanceProcessDesignLayoutSchedulingQualityManagementProductDesign二、生產(chǎn)運(yùn)作戰(zhàn)略制定的影響因素企業(yè)外部因素國(guó)內(nèi)外宏觀經(jīng)濟(jì)環(huán)境和經(jīng)濟(jì)產(chǎn)業(yè)政策市場(chǎng)需求及其變化（生產(chǎn)系統(tǒng)）技術(shù)進(jìn)步（新產(chǎn)品、新方法、新工藝）供應(yīng)市場(chǎng)（質(zhì)量、時(shí)間）

企業(yè)內(nèi)部因素企業(yè)整體經(jīng)營(yíng)目標(biāo)與各部門(mén)職能戰(zhàn)略企業(yè)能力三、生產(chǎn)運(yùn)作戰(zhàn)略與產(chǎn)品壽命周期1.產(chǎn)品的壽命周期IntroductionGrowthMaturityDeclineStereoTVSmartPhonesHomeComputerColorTVBlack&WhiteTVSales0Time2.不同壽命階段的生產(chǎn)運(yùn)作戰(zhàn)略IntroductionGrowthMaturityDeclineProductdesignanddevelopmentcriticalFrequentproductandprocessdesignchangesShortproductionrunsHighproductioncostsLimitedmodelsAttentiontoqualityForecastingcriticalProduct&processreliabilityImprovementsandoptionsofcompetitiveadvantagesIncreasecapacityEnhancedistributionStandardizationLessrapidproductchangesOptimumcapacityIncreasingstabilityofprocessLongproductionrunsProductimprovementandcostcuttingLittleproductdifferentiationCostminimizationOvercapacityintheindustryPrunelinetoeliminateitemsnotreturninggoodmarginReducecapacityStrategyandIssuesDuringAProduct’sLifeCycleBestperiodtoincreasemarketshareR&DengineeringarecriticalProductdesignanddevelopmentarecriticalFrequentproductandprocessdesignchangesOver-capacityShortproductionrunsHighskilled-laborcontentHighproductioncostsLimitednumberofmodelsUtmostattentionstoqualityQuickeliminationofmarket-revealeddesigndefectsCompanyStrategy&IssuesP/OMStrategy&Issues

IntroductionStrategyandIssuesDuringAProduct’sLifeCyclePracticaltochangepricesorqualityimageMarketingiscriticalStrengthennicheForecastingiscriticalProductandprocessreliabilityCompetitiveproductimprovementsandoptionsShifttowardproductorientedEnhancedistributionCompanyStrategy&IssuesP/OMStrategy&Issues

GrowthStrategyandIssuesDuringAProduct’sLifeCyclePoortimetoincreasemarketshareCompetitivecostsbecomecriticalPoortimetochangeprice,image,orqualityDefendpositionviafreshpromotionalanddistributionapproachesStandardizationLessrapidproductchangesandmoreminorannualmodelchangesOptimumcapacityIncreasingstabilityofmanufacturingprocessLowerlaborskillsLongproductionrunsAttentiontoproductimprovementandcostcuttingRe-examinationofnecessityofdesigncompromisesCompanyStrategy&IssuesP/OMStrategy&Issues MaturityStrategyandIssuesDuringAProduct’sLifeCycleCostcontrolcriticaltomarketshareLittleproductdifferentiationCostminimizationOvercapacityintheindustryPrunelinetoeliminateitemsnotreturningGoodmarginReducecapacityCompanyStrategy&IssuesP/OMStrategy&Issues

Decline第三節(jié)生產(chǎn)運(yùn)作戰(zhàn)略的競(jìng)爭(zhēng)優(yōu)勢(shì)選擇從生產(chǎn)運(yùn)作管理的角度而言，在選定了經(jīng)營(yíng)產(chǎn)品與服務(wù)范圍之后，另一個(gè)重要的方面就是如何高效率地生產(chǎn)這些產(chǎn)品與服務(wù)，并將它們高效益地提供給顧客，以保持企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)。所謂競(jìng)爭(zhēng)優(yōu)勢(shì)是指一個(gè)企業(yè)在其生產(chǎn)或服務(wù)系統(tǒng)中所必須擁有、相對(duì)于競(jìng)爭(zhēng)對(duì)手具有優(yōu)越性、并以此支持它贏得市場(chǎng)需求的要素或能力。一、生產(chǎn)運(yùn)作戰(zhàn)略的競(jìng)爭(zhēng)要素1.成本---低成本2.質(zhì)量---高性能、高標(biāo)準(zhǔn)設(shè)計(jì)，穩(wěn)定可靠3.交貨速度（時(shí)間）---供貨速度，準(zhǔn)時(shí)供貨，新產(chǎn)品開(kāi)發(fā)速度4.柔性（靈活性）---對(duì)顧客特除要求的適應(yīng)能力，對(duì)需求量變化的應(yīng)變能力不同時(shí)期的核心競(jìng)爭(zhēng)要素工業(yè)化初期，消費(fèi)水平低，“有沒(méi)有”，產(chǎn)品便宜、可用隨著消費(fèi)水平的提高，“好不好”，質(zhì)量當(dāng)質(zhì)量和價(jià)格達(dá)到一定水平，品種，柔性時(shí)間信譽(yù)，問(wèn)題的解決，由產(chǎn)品或服務(wù)向產(chǎn)品和服務(wù)轉(zhuǎn)變二、競(jìng)爭(zhēng)要素的選擇

IdentifyCriticalSuccessFactorsCriticalsuccessfactorsarethoserelativelyfewactivitiesthatmakeadifferencebetweenhavingandnothavingacompetitiveadvantage.

CompetingonDifferentiation/cost/response三、制造業(yè)企業(yè)的生產(chǎn)運(yùn)作戰(zhàn)略制造業(yè)企業(yè)生產(chǎn)運(yùn)作戰(zhàn)略的主要目的在于根據(jù)市場(chǎng)條件和所生產(chǎn)產(chǎn)品的類別識(shí)別和確定適合企業(yè)自身的競(jìng)爭(zhēng)要素，并將這些競(jìng)爭(zhēng)要素轉(zhuǎn)化為對(duì)生產(chǎn)活動(dòng)的具體要求和衡量指標(biāo)，同時(shí)制定必要的計(jì)劃與改進(jìn)措施，以保證在生產(chǎn)運(yùn)作方面具有足夠的能力去實(shí)現(xiàn)和發(fā)揮企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)。參見(jiàn)p28表2-4四、服務(wù)業(yè)的生產(chǎn)運(yùn)作戰(zhàn)略制造業(yè)企業(yè)運(yùn)作戰(zhàn)略的競(jìng)爭(zhēng)要素對(duì)服務(wù)業(yè)也具有同樣的意義但必須注意服務(wù)業(yè)的特殊要素，諸如服務(wù)的可得性、方便性、聲譽(yù)等。在服務(wù)生產(chǎn)中，服務(wù)水平的高低在一定程度上體現(xiàn)了競(jìng)爭(zhēng)優(yōu)勢(shì)的強(qiáng)弱。RichardChase對(duì)服務(wù)水平的劃分便利性服務(wù)熟練服務(wù)優(yōu)質(zhì)服務(wù)世界級(jí)水平服務(wù)（world-class)9、春去春又回，新桃換舊符。在那桃花盛開(kāi)的地方，在這醉人芬芳的季節(jié)，愿你生活像春天一樣陽(yáng)光，心情像桃花一樣美麗，日子像桃子一樣甜蜜。2月-252月-25Wednesday,February26,202510、人的志向通常和他們的能力成正比例。18:08:2118:08:2118:082/26/20256:08:21PM11、夫?qū)W須志也，才須學(xué)也，非學(xué)無(wú)以廣才，非志無(wú)以成學(xué)。2月-2518:08:2118:08Feb-2526-Feb-2512、越是無(wú)能的人，越喜歡挑剔別人的錯(cuò)兒。18:08:2118:08:2118:08Wedne