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)、營銷戰(zhàn)術(shù)解決“如何做”，運(yùn)作解決具體的“做”的問題戰(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)營戰(zhàn)略的總體框架下，決定如何通過運(yùn)作活動(dòng)來達(dá)到企業(yè)的整體經(jīng)營目標(biāo)。它通過對(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)營戰(zhàn)略公司級(jí)經(jīng)營戰(zhàn)略事業(yè)部級(jí)戰(zhàn)略職能級(jí)戰(zhàn)略參見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)作作戰(zhàn)略的內(nèi)容容1、生產(chǎn)運(yùn)作作總體戰(zhàn)略自制或購買低成本和大批批量多品種和小批批量高質(zhì)量混合策略2、產(chǎn)品/服務(wù)、、生產(chǎn)系統(tǒng)的的設(shè)計(jì)選擇The10decisionsofOMthatsupportmissionsandimplementstrategies:GoodsandservicedesignProcessandcapacitydesignQualityLocationselectionLayoutdesignHumanresourceandjobdesignSupply-chainmanagementInventorySchedulingMaintenanceComponentsoftheP/OMMissionP/OMMissionandStrategyLocationProcurementHumanResources&JobDesignInventoryReliabilityandMaintenanceProcessDesignLayoutSchedulingQualityManagementProductDesign二、生產(chǎn)運(yùn)作作戰(zhàn)略制定的的影響因素企業(yè)外部因素素國內(nèi)外宏觀經(jīng)經(jīng)濟(jì)環(huán)境和經(jīng)經(jīng)濟(jì)產(chǎn)業(yè)政策策市場(chǎng)需求及其其變化（生產(chǎn)產(chǎn)系統(tǒng)）技術(shù)進(jìn)步（新新產(chǎn)品、新方方法、新工藝藝）供應(yīng)市場(chǎng)（質(zhì)質(zhì)量、時(shí)間））企業(yè)內(nèi)部因素素企業(yè)整體經(jīng)營營目標(biāo)與各部部門職能戰(zhàn)略略企業(yè)能力三、生產(chǎn)運(yùn)作作戰(zhàn)略與產(chǎn)品品壽命周期1.產(chǎn)品的的壽命周期IntroductionGrowthMaturityDeclineStereoTVSmartPhonesHomeComputerColorTVBlack&WhiteTVSales0Time2.不同壽壽命階段的生生產(chǎn)運(yùn)作戰(zhàn)略略IntroductionGrowthMaturityDeclineProductdesignanddevelopmentcriticalFrequentproductandprocessdesignchangesShortproductionrunsHighproductioncostsLimitedmodelsAttentiontoqualityForecastingcriticalProduct&processreliabilityImprovementsandoptionsofcompetitiveadvantagesIncreasecapacityEnhancedistributionStandardizationLessrapidproductchangesOptimumcapacityIncreasingstabilityofprocessLongproductionrunsProductimprovementandcostcuttingLittleproductdifferentiationCostminimizationOvercapacityintheindustryPrunelinetoeliminateitemsnotreturninggoodmarginReducecapacityStrategyandIssuesDuringAProduct’sLifeCycleBestperiodtoincreasemarketshareR&DengineeringarecriticalProductdesignanddevelopmentarecriticalFrequentproductandprocessdesignchangesOver-capacityShortproductionrunsHighskilled-laborcontentHighproductioncostsLimitednumberofmodelsUtmostattentionstoqualityQuickeliminationofmarket-revealeddesigndefectsCompanyStrategy&IssuesP/OMStrategy&IssuesIntroductionStrategyandIssuesDuringAProduct’sLifeCyclePracticaltochangepricesorqualityimageMarketingiscriticalStrengthennicheForecastingiscriticalProductandprocessreliabilityCompetitiveproductimprovementsandoptionsShifttowardproductorientedEnhancedistributionCompanyStrategy&IssuesP/OMStrategy&IssuesGrowthStrategyandIssuesDuringAProduct’sLifeCyclePoortimetoincreasemarketshareCompetitivecostsbecomecriticalPoortimetochangeprice,image,orqualityDefendpositionviafreshpromotionalanddistributionapproachesStandardizationLessrapidproductchangesandmoreminorannualmodelchangesOptimumcapacityIncreasingstabilityofmanufacturingprocessLowerlaborskillsLongproductionrunsAttentiontoproductimprovementandcostcuttingRe-examinationofnecessityofdesigncompromisesCompanyStrategy&IssuesP/OMStrategy&IssuesMaturityStrategyandIssuesDuringAProduct’sLifeCycleCostcontrolcriticaltomarketshareLittleproductdifferentiationCostminimizationOvercapacityintheindustryPrunelinetoeliminateitemsnotreturningGoodmarginReducecapacityCompanyStrategy&IssuesP/OMStrategy&IssuesDecline第三節(jié)生生產(chǎn)運(yùn)作戰(zhàn)略略的競(jìng)爭(zhēng)優(yōu)勢(shì)勢(shì)選擇從生產(chǎn)運(yùn)作管管理的角度而而言，在選定定了經(jīng)營產(chǎn)品品與服務(wù)范圍圍之后，另一一個(gè)重要的方方面就是如何何高效率地生生產(chǎn)這些產(chǎn)品品與服務(wù)，并并將它們高效效益地提供給給顧客，以保保持企業(yè)的競(jìng)競(jìng)爭(zhēng)優(yōu)勢(shì)。所謂競(jìng)爭(zhēng)優(yōu)勢(shì)勢(shì)是指一個(gè)企企業(yè)在其生產(chǎn)產(chǎn)或服務(wù)系統(tǒng)統(tǒng)中所必須擁擁有、相對(duì)于于競(jìng)爭(zhēng)對(duì)手具具有優(yōu)越性、、并以此支持持它贏得市場(chǎng)場(chǎng)需求的要素素或能力。一、生產(chǎn)運(yùn)作作戰(zhàn)略的競(jìng)爭(zhēng)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)計(jì)，穩(wěn)定可靠靠3.交貨速度度（時(shí)間）---供貨速速度，準(zhǔn)時(shí)供供貨，新產(chǎn)品品開發(fā)速度4.柔性（靈靈活性）---對(duì)顧客特特除要求的適適應(yīng)能力，對(duì)對(duì)需求量變化化的應(yīng)變能力力不同時(shí)期的核核心競(jìng)爭(zhēng)要素素工業(yè)化初期，，消費(fèi)水平低低，“有沒有有”，產(chǎn)品便便宜、可用隨著消費(fèi)水平平的提高，““好不好”，，質(zhì)量當(dāng)質(zhì)量和價(jià)格格達(dá)到一定水水平，品種，，柔性時(shí)間信譽(yù)，問題的的解決，由產(chǎn)產(chǎn)品或服務(wù)向向產(chǎn)品和服務(wù)務(wù)轉(zhuǎn)變二、競(jìng)爭(zhēng)要素素的選擇IdentifyCriticalSuccessFactorsCriticalsuccessfactorsarethoserelativelyfewactivitiesthatmakeadifferencebetweenhavingandnothavingacompetitiveadvantage.CompetingonDifferentiation/cost/response三、制造業(yè)企企業(yè)的生產(chǎn)運(yùn)運(yùn)作戰(zhàn)略制造業(yè)企業(yè)生生產(chǎn)運(yùn)作戰(zhàn)略略的主要目的的在于根據(jù)市市場(chǎng)條件和所所生產(chǎn)產(chǎn)品的的類別識(shí)別和和確定適合企企業(yè)自身的競(jìng)競(jìng)爭(zhēng)要素，并并將這些競(jìng)爭(zhēng)爭(zhēng)要素轉(zhuǎn)化為為對(duì)生產(chǎn)活動(dòng)動(dòng)的具體要求求和衡量指標(biāo)標(biāo)，同時(shí)制定定必要的計(jì)劃劃與改進(jìn)措施施，以保證在在生產(chǎn)運(yùn)作方方面具有足夠夠的能力去