專業(yè)英語物流與供應(yīng)鏈管理 1.ppt

1、Chapter 1 Logistics and competitive strategy,This chapter :,Introduces the concept of logistics with a brief review of its origins in military strategy and its subsequent adoption within industry. 簡要回顧物流在軍事戰(zhàn)略中的起源及在各行各業(yè)中的應(yīng)用，介紹物流的概念。 Highlights the principles of competitive strategy and the pursuit of

2、 differentiation through the development of productivity and value advantage. 強調(diào)競爭策略的原則，說明應(yīng)通過發(fā)展生產(chǎn)力和價值優(yōu)勢來追求產(chǎn)品差異化。,Explain the concept of the value chain and the integrative role of logistics within the organization. 解釋什么是價值鏈，描述了在企業(yè)整合過程中“物流”所扮演的角色。 Describes the emerging discipline of supply chain man

3、agement, defining it and explaining how and why it takes the principles of logistics forward. 給出“供應(yīng)鏈管理”理論的定義，描述該理論出現(xiàn)的過程，解釋物流概念發(fā)展的原因及如何發(fā)展。,contents,Competitive advantage Gaining competitive advantage through logistics The mission of logistics management The supply chain and competitive performance Th

4、e changing logistics environment Summary,Precursor：前輩，前驅(qū)，先鋒；前任。,1.History Background,In the early part of 1991 the world was a given a dramatic example of the importance of logistics. Half a million people and over half a million tonnes of material and supplies were airlifted 12,000 kilometers with

5、a further 2.3 million tonnes（公噸 =1000公斤） of equipment moved by sea all of this achieved in a matter of months. It has been argued that the defeat of the British in the American war of independence can largely attributed to logistics failure.,在美國獨立戰(zhàn)爭中，英軍的失敗主要歸咎于它在物流策略上的失誤。,In the Second World War log

6、istics also played a major role. The Allied Forces（盟軍, 聯(lián)軍） invasion of Europe was a highly skilled exercise in logistics, as was the defeat of Rommel（隆美爾姓氏 1891-1944, 納粹德國陸軍元帥, 二次世界大戰(zhàn)時任北非戰(zhàn)場德軍司令官, 后以圖謀推翻希特勒, 被逼自殺） in the desert.,第二次世界大戰(zhàn)中，物流同樣扮演著舉足輕重的角色。 歐洲聯(lián)軍是一支在物流方面訓(xùn)練有素的軍隊，它們打敗了素有“沙漠之狐”之稱的隆美爾。,It is

7、only in the recent past that business organization have come to recognize the vital impact that logistics management can have in the achievement of competitive advantage.,The definition of Logistics management,Arch Shaw pointed out in 1915. It has taken a further 70 years or so for the basic princip

8、le of logistics management to be clearly defined.,Logistics is the process of strategically managing the procurement, movement and storage of materials, parts and finished inventory (and the related information flows) through the organization and its marketing channels in such a way that current and

9、 future profitability are maximized through the cost-effective fulfillment of orders.,物流是一個過程，它對企業(yè)及其所有營銷渠道，從戰(zhàn)略的角度管理原材料、零部件和最終庫存品（包括相關(guān)信息流）的采購、流通和存儲，以低成本完成訂單，從而實現(xiàn)當前和未來的收益最大化。,2.Competitive advantage,Question 1,Whats a central theme of this book according to the first paragraph? It is that effective lo

10、gistics management can provide a major source of competitive advantage in other words a position of enduring superiority over competitors in terms of customer preference may be achieved through logistics.,Whats the basic successful factors in the marketplace? it is the “Three CS” : The Company Its C

11、ustomers Its Competitors,Question 2,Assets & Utilization,Needs seeking benefits at acceptable prices,Assets & Utilization,Customers,Company,Competitors,Cost Differentials,Competitive advantage and the three CS ,value,Value,在可接受的價格下尋找價值,資產(chǎn)和利用率,The source of competitive advantage is found firstly in t

12、he ability of the organization to differentiate itself, in the eyes of the customers, from its competition and secondly by operating at a lower cost and hence at greater profit.,競爭優(yōu)勢首先源于企業(yè)標新立異的能力，企業(yè)只有自身與眾不同，才能在客戶眼中脫穎而出；其次，競爭優(yōu)勢源于比競爭對手更低的運營成本及因此獲得的高利潤。,Question 3,Whats the source of competitive advant

13、age?,Question 4,Whats the bases of success in any competitive context? At its most elemental, commercial success derives either from a cost advantage or a value advantage or, ideally, both.,Two vectors of competitive advantage,1. Productivity advantage In many industries there will typically be one

14、competitor who will be the low cost producer and, that competitor will have the greatest sales volume in the sector. Big is beautiful when it comes to cost advantage.,任何行業(yè)中都有制造成本低廉的競爭者，這些競爭者通常也在該領(lǐng)域有著最大銷量。 當提到成本優(yōu)勢時就會提到“規(guī)模”。,Fig1.2 The experience curve,總產(chǎn)量,單位成本,Question 5,By tradition viewpoint, how t

15、o gain coat reduction? Traditionally, it has been suggested that the main route to cost reduction was by gaining greater sales volume and there can be no doubt about the close linkage between relative market share and relative costs.,Logistics management can provide a multitude of ways to increase e

16、fficiency and productivity and hence contribute significantly to reduced unit costs.,在提高效益和生產(chǎn)力、降低單位成本上，物流管理能夠提供更多的方法。,2 Value advantage An axiom(公理): Customers dont buy products, they buy benefits. It means: The product is purchased not for itself but for the promise of what it will deliver.,消費者不是購買

17、產(chǎn)品，而是購買利益。,產(chǎn)品被購買不是因為產(chǎn)品本身，而是因為它所提供的利益。,Question 6,Why do companies seek to add additional values? Unless the product or service can be distinguished in some way from its competitors there is a strong likelihood that the marketplace will view it as a commodity and so the sale will tend to go to the ch

18、eapest supplier. So companies must seek to add additional values to their offering to mark it out from the competition.,Adding value through differentiation is a powerful means of achieving a defensible advantage in the market.,要想在市場中成功獲得對手無法輕松趕超的優(yōu)勢，就得考慮通過差異性提高價值。,Question 7,What are the means by wh

19、ich value differentiation may be gained?,Essentially the development of a strategy based upon added values will normally require a more segmented approach to the market. Equally powerful as a means of adding value is service.,具有同等效力的是服務(wù)。,In practice what we find is that the successful companies will

20、 often seek to achieve a position based upon both a productivity advantage and a value advantage.,實際上，我們發(fā)現(xiàn)，企業(yè)總是希望處在一個既擁有成本優(yōu)勢又擁有價值優(yōu)勢的位置上。,Service leader,Cost and service leader,Commodity market,Cost leader,Productivity advantage,Value advantage,Lo,Hi,Lo,Hi,logistics and competitive advantage,服務(wù)領(lǐng)先者,成本

21、和服務(wù)領(lǐng)先者,商品市場,成本領(lǐng)先者,Question 9,Whats the ways for companies to get out of commodity quadrant? Cost leader strategies Differentiation strategies through service excellence,Question 10,How to achieve a cost advantage? An increasingly powerful route to achieving a cost advantage comes not to necessarily

22、through volume and the economies of scale but instead through logistics management.,依靠銷量和經(jīng)濟規(guī)模來取得成本優(yōu)勢變得越發(fā)無效，取而代之的是依靠物流管理。,Relative delivered costs,Relative differentiation,Hi,Lo,Hi,Lo,marketing logistics strategic goal,相關(guān)送貨成本,相 關(guān) 差 異 性,Above-mentioned figure clearly presents the strategic challenge t

23、o logistics: it is to seek our strategies that will take the business way from the commodity end of the market towards a securer position of strength based upon differentiation and cost advantage.,上圖清晰地描繪了這種挑戰(zhàn)：企業(yè)需要制定能遠離市場最差位置無差異“商品市場”的策略，使自己進入有利的位置。在這個位置上，企業(yè)既能夠提供價值差異，又具有成本優(yōu)勢。,3.Gaining competitive a

24、dvantage through logistics,Value chain- Michael Porter Value chain can be categorized into two types-primary activities and support activities（P11）. Competitive advantage is derived from the way in which firms organize and perform these discrete activities within the value chain.,價值鏈可概括為兩種類型主要活動和支持性

25、活動。,To gain competitive advantage over its rivals, a firm must deliver value to its customers through performing these activities more efficiently than its competitors or by performing the activities in a unique way that creates greater differentiation.,為了比競爭對手更具優(yōu)勢，企業(yè)就必須在進行這些活動時做得比競爭對手更有效。,Logistics

26、 management has the potential to assist the organization in the achievement of both a cost/productivity advantage and a value advantage (see figure 1.6 ).,物流管理能幫助企業(yè)在成本和價值兩方面同時取得優(yōu)勢。,The underlying philosophy behind the logistics concept is that of planning and co-ordinating the materials flow from so

27、urce to user as an integrated system rather than, as was so often the case in the past, managing the goods flow as a series of independent activities.,物流概念中有這樣一個內(nèi)在的原理： 應(yīng)該把從原料到客戶的物料流通，作 為一體化的系統(tǒng)進行計劃和協(xié)調(diào)，而 不要像過去那樣將管理物料流通作為 一系列獨立的活動。,Thus under a logistics management regime（體制） the goal is to link the ma

28、rketplace, the distribution network, the manufacturing process and the procurement activity in such a way that customers are serviced at a higher level and yet at a lower cost. In other words to achieve the goal of competitive advantage through both cost reduction and service enhancement.,加強營銷、網(wǎng)絡(luò)系統(tǒng)配

29、送、制造過程、采購活動的聯(lián)系，以更低的成本實現(xiàn)更優(yōu)質(zhì)的服務(wù)。,4.The mission of logistics management,The mission of logistics management is to plan and co-ordinate all activities necessary to achieve desired levels of delivered service and quality at lowest possible cost.,物流管理的使命是計劃和協(xié) 調(diào)所有必要活動，以便在達 到期望的服務(wù)水平和產(chǎn)品質(zhì) 量的同時，盡可能降低成本。,Logist

30、ics must therefore be seen as the link between the marketplace and the operating activity of the business. The scope of logistics spans the organization, from the management of raw materials through to the delivery of the final product.,Logistics management process,Requirements information flow,物料流,

31、需求信息流,QUESTION,What is about the relationship between marketing and manufacture in traditional enterprise? How to improve it? 在傳統(tǒng)企業(yè)中，營銷和制造活動的關(guān)系如何？應(yīng)如何改善(P13)？,In todays more turbulent environment, there is no longer any possibility of manufacturing and marketing acting independently of each other. It

32、 is no coincidence that in recent years both marketing and manufacturing have become the focus of renewed attention.,Marketing recognition,Marketing as a concept and philosophy of customer orientation now enjoys a wider acceptance than ever in the western world. It is now generally accepted that the

33、 need to understand and meet customer requirement is a prerequisite for survival.,Manufacturing recognition,At the same time, in the search for improved cost competitiveness, manufacturing management has been the subject of a massive renaissance. New ideas FMS and new inventory approaches such as,JI

34、T, MRP have been introduced.,Procurement recognition,Equally there has been a growing recognition of the critical role that procurement plays in creating and sustaining competitive advantage as part of an integrated logistics process.,作為一體化物流的一部分， 在創(chuàng)造和維持競爭優(yōu)勢上， 采購扮演著日趨重要的角色。,In this scheme of things,

35、 logistics is therefore essentially an integrative concept that seeks to develop a system-wide view of the firm.,因此，從本質(zhì)上講，物流管理就是一體化的概念，這一概念要求從系統(tǒng)的角度審視企業(yè)。,Ideally there should be a one-plan mentality within the business which seeks to replace the conventional stand-alone and separate plan of marketing

36、, distribution, production and procurement. This, quite simply, is the mission of logistics management.,5. The supply chain and competitive performance,Traditionally most organizations have viewed themselves as entities that exist independently from others and indeed need to compete with them in ord

37、er to survive. However such a philosophy can be self-defeating(不攻自破) if it leads to an unwillingness to cooperate in order compete. Behind this seemingly paradoxical concept is the idea of supply chain integration.,The supply chain is the network of organizations that are involved，through upstream a

38、nd downstream linkages，in the different processes and activities that produce value in the form of products and services in the hands of the ultimate consumer.,供應(yīng)鏈是相互關(guān)聯(lián)的企業(yè)形成的網(wǎng)絡(luò)，要求位于上下游的企業(yè)間相互聯(lián)系，在不同進程和活動中以產(chǎn)品或服務(wù)的形式創(chuàng)造對客戶有用的價值。,Supply chain management is not the same as “vertical integration”. Supply cha

39、in management is in fact no more than an extension of the logic of logistics.,供應(yīng)鏈管理和“縱向一體化”不同。,供應(yīng)鏈不僅是物流的簡單擴展。,In the past it was often the case that relationships with suppliers and downstream customers (such as distributors經(jīng)銷商 or retailers) were adversarial rather than co-operative. But all costs w

40、ill ultimately make their way to the final marketplace to be reflected in the price paid by the end user. The leading-edge companies recognize the fallacy and instead to seek to make the supply chain as a whole more competitive through the value it adds and the cost that it reduces overall. They hav

41、e realized that the real competition is not company against company but rather supply chain against supply chain.,Logistics is essentially a planning orientation and framework that seeks to create a single plan for the flow of product and information through a business. Supply chain management build

42、s upon the framework and seeks to achieve linkage and co-ordination between processes of other entities in the pipeline, i.e. suppliers and customers, and the organization itself.,供應(yīng)鏈管理給出這個框架，并在整個鏈條的各環(huán)節(jié)之間實現(xiàn)無縫連接與合作，如在供應(yīng)商、客戶及組織自身之間。,The definition of SCM,The management of upstream and downstream relat

43、ionships with suppliers and customers to deliver superior customer value at less cost to the supply chain as a whole.,供應(yīng)鏈管理是從供應(yīng)鏈整體出發(fā)，管理上游供應(yīng)商和下游客戶，以更低的成本傳遞給客戶更多的價值。,Thus the focus of supply chain management is upon the management or relationships in order to achieve a more profitable outcome for all

44、parties in the chain.,Fig1.6 supply chain is a network,The extending definition of SCM,A network of connected and interdependent organizations mutually and co-operatively working together to control, manage and improve the flow of materials and information from suppliers to end users.,供應(yīng)鏈是個由相互聯(lián)系、相互依

45、靠的組織構(gòu)成的網(wǎng)絡(luò)，這些組織相互合作、共同經(jīng)營，控制、管理并改進從供應(yīng)商到客戶的物料流和信息流。,6.The changing logistics environment,As the competitive context of business continues to change, bringing with it new complexities and concerns for management. Perhaps the most pressing currently are: The customer service explosion Time compression Gl

46、obalization of industry Organization integration,競爭環(huán)境不斷變化，使得管理既受到重視，又變得復(fù)雜。,The customer service explosion The customer In todays marketplace is more demanding, not just of product quality，but also of service. Customer service may be defined as the consistent provision of time and place utility. in o

47、ther words product dont have value until they are in the hands of the customer at the time and place required.,現(xiàn)在的客戶不僅對產(chǎn)品質(zhì)量要求高，而且對服務(wù)的要求也越來越高。,客戶服務(wù)可用時間和地點的一致性來定義。,The attainment of service excellence in this broad sense can only be achieved through a closely integrated logistics strategy.,只有一體化的物流戰(zhàn)略才

48、能帶來完美的服務(wù)。,Time compression One of the most visible features of recent years has been the way in which time has become a critical issue in management. A new and fundamentally different approach to the management of logistics lead times is required.,Question,Whats the concept of logistics lead times?

49、The time which takes to convert an order into cash.,One of the basic functions of logistics is the provision of availability.,Globalization of industry A global company is more than a multinational company. In the global business materials and components are sourced worldwide, manufactured offshore

50、and sold in many different countries perhaps with local customization.,全球化企業(yè)不僅僅是跨國公司，它在全球范圍內(nèi)購買原材料和元件，在沿海制造產(chǎn)品，在不同的國家銷售，可能也要考慮地方用戶特色。,For global companies, the management of the logistics process has become an issue of central concern. The challenge to a global company is how to achieve the cost advan

51、tage of standardization whilst still catering for the local demand for variety.,對全球化企業(yè)來說，對物流過程的管理已成為重中之重。,Organizational integration The classical business organization is based on strict functional divisions and hierarchies. This organization is difficult to achieve a closely integrated, customer-focused materials flow.,To achieve a position of sustainable competitive advantage，tomorrows organization will be faced with the need to di