昆明理工大學(xué)管理信息系統(tǒng)第二章課件昆明理工大學(xué)管理信息系統(tǒng)第二章課件昆明理工大學(xué)管理信息系統(tǒng)第二章課件LearningObjectivesKnowtheeightprinciplesofcompetitiveadvantage.

了解競(jìng)爭(zhēng)優(yōu)勢(shì)的八大原則Understandhowinformationsystemscreatecompetitiveadvantage.

理解信息系統(tǒng)是如何創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)Defineproblem.

界定問題2LearningObjectives(Continued)Recognizethatdifferentinformationsystemsareneededtosolvedifferentproblemdefinitions.

知道解決不同的問題需要不同的信息系統(tǒng)Knowthecharacteristicsofdecisionmaking.

了解制定決策的特性Understandhowinformationsystemsfacilitatedecisionmaking.

了解信息系統(tǒng)如何使決策更為便捷3InformationSystemsforCompetitiveAdvantageBusinessescontinuallyseektoestablishcompetitiveadvantageinthemarketplace.

企業(yè)總是致力于不斷尋求競(jìng)爭(zhēng)優(yōu)勢(shì)Thereareeightprinciples:Thefirstthreeprinciplesconcernproducts.產(chǎn)品Thesecondthreeprinciplesconcernthecreationofbarriers.障礙Thelasttwoprinciplesconcernestablishingalliancesandreducingcosts.建立聯(lián)盟減少成本4Figure2-1PrinciplesofCompetitiveAdvantage5Figure2-2TwoRolesforInformationSystemsRegardingProducts6

InformationSystemthatCreatesaCompetitiveAdvantageABCinvestedheavilyininformationtechnology.ABC在信息技術(shù)上有重大投資ABCledtheshippingindustryintheapplicationofinformationsystemsforcompetitiveadvantage.ABC在物流行業(yè)應(yīng)用信息系統(tǒng)取得競(jìng)爭(zhēng)優(yōu)勢(shì)7Figure2-3ABC,Inc.WebpagetoselectaRecipientfromtheCustomer’sRecords8Figure2-4ABC,Inc.WebPagetoSelectaContactfromtheCustomer’sRecords9Figure2-5UsingtheABC,Inc.SystemtoSpecifyEmailNotification10Figure2-6UsingtheABC,Inc.SystemtoPrintaShippingLabel11HowthisSystemCreatesaABC,IncCompetitiveAdvantageABCinformationsystemprovidesthefollowing:Enhancesanexistingproduct提高現(xiàn)有產(chǎn)品的質(zhì)量DifferentiatestheABCpackagedeliveryproductfromcompetitors.

ABC提供及競(jìng)爭(zhēng)者有差異的包裹遞送業(yè)務(wù)Lock’scustomersintotheABCsystem鎖定客戶Raisesthebarriertomarketentry提高市場(chǎng)進(jìn)入壁壘Reducescosts減少成本12思考在你的校園、家鄉(xiāng)、親友中有數(shù)字鴻溝嗎？描述你有關(guān)數(shù)字鴻溝的個(gè)人經(jīng)歷。一個(gè)組織有義務(wù)向沒有聯(lián)系的顧客提供同原本的顧客一樣的信息嗎？盡管現(xiàn)在沒有法律要求這些組織向及他們沒有聯(lián)系的顧客提供信息，但是它們?cè)诘赖律鲜欠裼胸?zé)任這樣做13思考因?yàn)橐苍S提供一樣的信息不能實(shí)現(xiàn)，對(duì)于政府部門來說，另一種縮小數(shù)字鴻溝的方法是通過政府補(bǔ)貼和稅收激勵(lì)來使那些及他們沒有多少聯(lián)系的居民能夠介入互聯(lián)網(wǎng)。你贊成這個(gè)方案嗎？你的理由是什么？假設(shè)不存在任何努力來減少數(shù)字鴻溝而且放任它不斷擴(kuò)大，會(huì)導(dǎo)致什么結(jié)果？社會(huì)會(huì)發(fā)生什么變化？這些結(jié)果是可以接受的嗎？14InformationSystemsforProblemSolvingInformationsystemscanbeusedtosolveproblems.用于解決問題

Problemdefinition界定問題Aproblemisaperceiveddifferencebetweenwhatisandwhatisnot.

問題在是什么及將會(huì)怎么樣之間有著感知上的差異Aproblemisaperception.問題是一種理解Agoodproblemdefinitiondefinesthedifferencesbetweenwhatisandwhatoughttobebydescribingboththecurrentanddesiredsituations.

一個(gè)好的問題界定可以通過描述現(xiàn)有的情形及期望的情形來詳細(xì)地說明是什么及將會(huì)怎樣之間的差異15InformationSystemsforProblemSolvingProblemdefinition(continued)Differentproblemdefinitionsrequirethedevelopmentofdifferentinformationsystems.

界定問題的不同需要開發(fā)不同的信息系統(tǒng)Allpersonnelintheorganizationmusthaveaclearunderstandingofwhichdefinitionoftheproblemtheinformationsystemwilladdress.

組織中的所有人都必須對(duì)信息系統(tǒng)將涉及的問題有著清晰的理解16ACustomerRelationshipManagementSystemACustomerRelationshipManagement(CRM)systemisaninformationsystemthatmaintainsdataaboutcustomersandalloftheirinteractionswiththesystem.

客戶關(guān)系管理系統(tǒng)是用來維持有關(guān)客戶和其他所有交往方及公司聯(lián)系的數(shù)據(jù)CRMsystemsvaryintheirsizeandcomplexity.CRM的容量及復(fù)雜度各異17思考P2918KnowledgeManagementSystemAknowledgemanagementsystem(KMS)isaninformationsystemforstoringandretrievingorganizationalknowledge.

知識(shí)管理系統(tǒng)是用來存儲(chǔ)和回收組織知識(shí)的ISThisknowledgecanbeintheformofdata,documents,oremployeeknow-how.

這種知識(shí)可能是數(shù)據(jù)、文件或者員工所知道的信息KMSgoalistomaketheorganizationknowledgeavailabletoEmployees員工Vendors賣主Customers客戶Investors投資者Pressandwhoelsewhoneedstheknowledge

媒體和有需要這些知識(shí)的人19Figure2-8ExampleCustomerRelationshipManagement(CRM)System20Figure2-9CustomerSupportKnowledgeManagementSystem21AManufacturingQuality-ControlInformationSystemManyorganizationsbelievethattheoptimalwaytoprovidecustomerserviceistoeliminatetheneedforit.

許多組織認(rèn)為提供客戶服務(wù)最理想的方式是消除客戶對(duì)服務(wù)的需求Onewaytoimprovecustomerserviceistoimprovemanufacturingquality.

提高客戶服務(wù)的一個(gè)方法是改進(jìn)產(chǎn)品質(zhì)量Thetypeofsystemtodevelopdependsonthewaytheorganizationdefinestheproblem.

系統(tǒng)開發(fā)的類型依賴于組織界定問題的方法Beforedevelopingthesystem,theorganizationmusthaveacomplete,accurate,andagreed-uponproblemdefinition.

開發(fā)系統(tǒng)以前，組織必須有一個(gè)完整、準(zhǔn)確和大家都認(rèn)可的問題界定

22InformationSystemsforDecisionMakingDevelopinganinformationsystemistofacilitatedecisionmaking.

開發(fā)一個(gè)IS是為了使做決策更為便利Decisionmakinginorganizationsisvariedandcomplex.

組織中做決策是相當(dāng)復(fù)雜和易變的23DecisionLevelDecisionsoccuratthreelevelsinorganizations.

決策從三個(gè)層面上做出Operationaldecisionsconcernday-to-dayactivities.執(zhí)行決策關(guān)注日常事務(wù)Informationsystemsthatsupportoperationaldecisionmakingarecalledtransactionprocessingsystems(TPS).

支持執(zhí)行決策的IS稱為事務(wù)處理系統(tǒng)24DecisionLevel(Continued)Managerialdecisionsconcerntheallocationandutilizationofresources.管理決策關(guān)注資源的分配和利用Informationsystemsthatsupportmanagerialdecisionmakingarecalledmanagementinformationsystems(MIS).

支持管理決策的IS稱為管理信息系統(tǒng)Strategicdecisionmakingconcernbroader-scopeorganizationalissues.

戰(zhàn)略決策關(guān)注業(yè)務(wù)拓展組織事宜Informationsystemsthatsupportstrategicdecisionmakingarecalledexecutiveinformationsystems(EIS).

支持戰(zhàn)略決策的IS稱為經(jīng)理信息系統(tǒng)25Decision-MakingDimensions

Figure2-1026TheDecisionProcessTwodecisionprocesses(methodbywhichadecisionistobemade)arestructuredandunstructured.結(jié)構(gòu)化和非結(jié)構(gòu)化Structureddecisionprocessisoneforwhichthereisanunderstoodandacceptedmethodformakingthedecision.結(jié)構(gòu)化決策是存在可以理解和接受的決策方法Unstructuredprocessisoneforwhichthereisnoagreedondecisionmakingprocess.

非結(jié)構(gòu)化決策沒有既定的決策方法Thetermsstructuredandunstructuredreferstothedecisionprocess-nottheunderlyingsubject.結(jié)構(gòu)化和非結(jié)構(gòu)化指的是決策過程而非日常問題27Figure2-11RelationshipofDecisionLevelandDecisionTypeFigure28DifferentTypesofInformationSystemsforDifferentTypesofDecisionsAutomatedinformationsystemsarethosebywhichthecomputerhardwareandprogramcomponentsdomostofthework.

自動(dòng)信息系統(tǒng)是硬件和程序完成了絕大部分工作的系統(tǒng)Humansstarttheprogramsandusetheresults.

人來啟動(dòng)程序并使用結(jié)果Augmentationinformationsystemsarethoseinwhichhumansdothebulkofthework.

擴(kuò)展信息系統(tǒng)是由人完成大部分工作的系統(tǒng)

Thesesystemsaugment,support,orsupplementtheworkdonebyPeople(email,instantmessaging,video-conferencing,etc)toaidindecisionmaking.

這種系統(tǒng)中擴(kuò)展、支持或補(bǔ)充工作由人輔助做決策29Figure2-12Automatedvs.AugmentationIS30Figure2-13HowDecisionLevel,DecisionTypeandISTypeAreRelated31InformationSystemsandDecisionStepsAwaytoexaminetherelationshipbetweeninformationsystemsanddecisionmakingistoconsiderhowaninformationsystemisusedduringthestepsofthedecisionmakingprocess.

一個(gè)檢查IS及決策制定兩者間關(guān)系的方法就是考察IS如何應(yīng)用于決策過程各個(gè)步驟TherearefivestepsIntelligencegathering情報(bào)收集Alternativeformulation備選方案Choice選擇Implementation執(zhí)行Review評(píng)價(jià)32Figure2-14Decision-MakingSteps33SummaryOrganizationsdevelopanduseinformationsystemstogaincompetitiveadvantage,tosolveproblems,andtoassistindecisionmaking

組織開發(fā)和使用IS獲得競(jìng)爭(zhēng)優(yōu)勢(shì)、解決問題和輔助決策Figure2-1listseightprinciplesofcompetitiveadvantage.

圖2-1列出了競(jìng)爭(zhēng)優(yōu)勢(shì)的八項(xiàng)原則Aproblemisaperceiveddifferencebetweenwhatisandwhatoughttobe.

問題在是什么及應(yīng)該是什么方面存在感知差異34Summary(Continued)Decisionscanbemadeattheoperational(TPS),managerial(MIS),andstrategic(EIS)levels.

決策可以分為執(zhí)行、管理和戰(zhàn)略三個(gè)層面Decisionsvaryaccordingtowhetherastructuredorunstructuredprocessisusedtomakethem.決策會(huì)根據(jù)問題是結(jié)構(gòu)化或者非結(jié)構(gòu)化而做出改變Automatedinformationsystemsarethoseinwhichthecomputerandprogramsideofthefivecomponentsdomostofthework.

自動(dòng)信息系統(tǒng)是在五要素中計(jì)算機(jī)和程序做絕大部分工作35Summary(Continued)Augmentationinformationsystemsarethoseinwhichhumansdomostofthework.

擴(kuò)展信息系統(tǒng)是由人做絕大部分工作Anotherwaytoconsiderinformationsystemsanddecisionmakingistoconsiderthestepsofthedecisionprocess.另一個(gè)檢查IS和做決策的方法是考察IS如何應(yīng)用于決策過程各個(gè)步驟DifferenttypesofinformationsystemsareusedfordifferentstepsofthedecisionprocessassummarizedinFigure2-14.

圖2-14表明在決策各個(gè)不同的步驟里將會(huì)使用不同類型的IS36KeyTermsandConcepts

AugmentationinformationsystemsAutomatedinformationsystemsCustomerrelationshipmanagement(CRM)Executiveinformationsystems(EIS)Knowledgemanagementsystems(KMS)Managementinformationsystems(MIS)ManagerialdecisionManufacturinginformationsystems

OperationaldecisionPrinciplesofcompetitiveadvantageProblemStrategicdecisionStructureddecisionSwitchingcostsTransactionprocessingsystems(TPS)Unstructureddecision

37KeyTermsandConcepts(Continued)

StructureddecisionSwitchingcostsTransactionprocessingsystems(TPS)Unstructureddecision

38SecurityGuide–SecurityasCompetitiveAdvantage

Example–TwodifferentsecurityproblemsSlammerwormTheSlammerworminfectedcomputersthatusedaMicrosoftprogramcalledSQLServerbyconsumingsomanyresourcesonacomputerthatserioustrafficjamsoccurredovertheInternet.Microsoftissuedapatchforcustomerstoinstallviait’sWebsitetoplugtheholeusedbytheSlammerworm.39SecurityGuide–SecurityasCompetitiveAdvantage

Example–Twodifferentsecurityproblems(Continued)PeopleSoft(Hackeraccess)AllowedhackerstoexploitPeopleSoftsoftwaretoinstallunauthorizedprogramsonthecomputersofPeopleSoft’scustomersNosoftwareisknowntobecompletelysecure.Thereisalwaysachancethataholewillbefoundinanycompany’ssoftware.40EthicsGuide–LimitingAccesstoThoseWhoHaveAccess

It’seasierforthosewithconsiderableknowledgeandexpertisetogainmoreknowledgeandexpertise.Thepersonwithgreaterknowledgepullsfartherandfartherahead.SearchingtheInternetisalsoamatterofchoice41EthicsGuide–LimitingAccesstoThoseWhoHaveAccess(Continued)

TheincreasingrelianceontheWebforinformationandcommercehascreatedadivideofthehavesandthehave-nots.VariousgroupshaveaddressedthisproblembymakingInternetaccessavailableinpublicplaces.It’smuchcheapertoprovidesupportinformationovertheInternetthanonprinteddocuments.42OpposingForcesGuide–G.RobinsonOldPrintsandMaps

GeorgeRobinsonbuysandsellsoldprintsandmaps.Georgefeelsthathedoesnotneedacomputerinhisbusiness.Georgekeepsamanuallistofcustomerstowhomhesendsanewsletter2-4timesperyear(keepingthenewsletterto1Korsoforthebestcustomers)Georgessells90–95%oftheitemsinhiscatalog.43OpposingForcesGuide–G.RobinsonOldPrintsandMaps

Biggestchallengeisfindingnewinventory.Inventorycontroldoesnotaccountforgrossmargin.CanGeorgeuseaCRMsystem?44ProblemSolvingGuide–Egocentricvs.EmpatheticThinki