1、第二章 生產(chǎn)與運作戰(zhàn)略,第一節(jié) 生產(chǎn)運作戰(zhàn)略的基本概念 第二節(jié) 生產(chǎn)運作戰(zhàn)略制定 第三節(jié) 生產(chǎn)運作戰(zhàn)略的競爭優(yōu)勢選擇,第一節(jié) 生產(chǎn)運作戰(zhàn)略的基本概念,An effective operations management effort must have a mission so it knows where it is going and a strategy so it knows how to get there,一、企業(yè)的使命與戰(zhàn)略,1. Mission Organizations mission states the rationale for the organizations ex

2、istence and its objective to be achieved. Once an organizations overall mission has been decided, each functional area within the firm determines its supporting mission.,2.Strategy Strategy is an organizations action plan to achieve the mission. Each functional area has a strategy for achieving its

3、mission and for helping the organization reach the overall mission. Please refer to the example in textbook P18 & 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)，如何去競爭，因此也稱競爭戰(zhàn)略 運作戰(zhàn)略：生產(chǎn)、財務(wù)、營銷 戰(zhàn)術(shù)解決“如何做”，運作解決具體的“做”的問題,戰(zhàn)略選擇,企業(yè)戰(zhàn)略：單一事業(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 職能戰(zhàn)略：,質(zhì)量,

4、效率,響應(yīng)速度,競爭優(yōu)勢 成本、差異,創(chuàng)新,二、生產(chǎn)運作戰(zhàn)略,生產(chǎn)運作戰(zhàn)略 生產(chǎn)運作戰(zhàn)略與企業(yè)經(jīng)營戰(zhàn)略,1. 生產(chǎn)運作戰(zhàn)略,生產(chǎn)運作戰(zhàn)略 在企業(yè)經(jīng)營戰(zhàn)略的總體框架下，決定如何通過運作活動來達到企業(yè)的整體經(jīng)營目標(biāo)。它通過對企業(yè)各種資源要素和內(nèi)外部環(huán)境的分析，對和生產(chǎn)與運作管理以及生產(chǎn)運作系統(tǒng)有關(guān)的基本問題進行分析和判斷，確定總的指導(dǎo)思想以及一系列決策原則。,2.生產(chǎn)運作戰(zhàn)略與企業(yè)經(jīng)營戰(zhàn)略,公司級經(jīng)營戰(zhàn)略 事業(yè)部級戰(zhàn)略 職能級戰(zhàn)略 參見p20區(qū)別,第二節(jié) 生產(chǎn)運作戰(zhàn)略制定,生產(chǎn)運作戰(zhàn)略的內(nèi)容 生產(chǎn)運作戰(zhàn)略制定的影響因素 生產(chǎn)運作戰(zhàn)略與產(chǎn)品的壽命周期,一、生產(chǎn)運作戰(zhàn)略的內(nèi)容,1、生產(chǎn)運作總體戰(zhàn)略 自

5、制或購買 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)計選擇,The 10 decisions of OM that support missions and implement strategies: Goods and service design Process and capacity design Quality Location selection Layout design Human resource and job design Supply-chain management Inventory Scheduling Maintenance,

6、Components of the P/OM Mission,P/OM Mission and Strategy,Location,Procurement,Human Resources & Job Design,Inventory,Reliability and Maintenance,Process Design,Layout,Scheduling,Quality Management,Product Design,二、生產(chǎn)運作戰(zhàn)略制定的影響因素,企業(yè)外部因素 國內(nèi)外宏觀經(jīng)濟環(huán)境和經(jīng)濟產(chǎn)業(yè)政策 市場需求及其變化（生產(chǎn)系統(tǒng)） 技術(shù)進步（新產(chǎn)品、新方法、新工藝） 供應(yīng)市場（質(zhì)量、時間） 企業(yè)內(nèi)

7、部因素 企業(yè)整體經(jīng)營目標(biāo)與各部門職能戰(zhàn)略 企業(yè)能力,三、生產(chǎn)運作戰(zhàn)略與產(chǎn)品壽命周期,1. 產(chǎn)品的壽命周期,Introduction,Growth,Maturity,Decline,Stereo TV,Smart Phones,Home Computer,Color TV,Black & White TV,Sales,0,Time,2. 不同壽命階段的生產(chǎn)運作戰(zhàn)略,Strategy and Issues During A Products Life Cycle,Best period to increase market share R&D engineering are critical Pr

8、oduct design and development are critical Frequent product and process design changes Over-capacity Short production runs High skilled-labor content High production costs Limited number of models Utmost attentions to quality Quick elimination of market-revealed design defects,Company Strategy & Issu

9、es P/OM Strategy & Issues,Introduction,Strategy and Issues During A Products Life Cycle,Practical to change prices or quality image Marketing is critical Strengthen niche Forecasting is critical Product and process reliability Competitive product improvements and options Shift toward product oriente

10、d Enhance distribution,Company Strategy & Issues P/OM Strategy & Issues,Growth,Strategy and Issues During A Products Life Cycle,Poor time to increase market share Competitive costs become critical Poor time to change price, image, or quality Defend position via fresh promotional and distribution app

11、roaches Standardization Less rapid product changes and more minor annual model changes Optimum capacity Increasing stability of manufacturing process Lower labor skills Long production runs Attention to product improvement and cost cutting Re-examination of necessity of design compromises,Company St

12、rategy & Issues P/OM Strategy & Issues,Maturity,Strategy and Issues During A Products Life Cycle,Cost control critical to market share Little product differentiation Cost minimization Overcapacity in the industry Prune line to eliminate items not returning Good margin Reduce capacity,Company Strateg

13、y & Issues P/OM Strategy & Issues,Decline,第三節(jié) 生產(chǎn)運作戰(zhàn)略的競爭優(yōu)勢選擇,從生產(chǎn)運作管理的角度而言，在選定了經(jīng)營產(chǎn)品與服務(wù)范圍之后，另一個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)的競爭優(yōu)勢。 所謂競爭優(yōu)勢是指一個企業(yè)在其生產(chǎn)或服務(wù)系統(tǒng)中所必須擁有、相對于競爭對手具有優(yōu)越性、并以此支持它贏得市場需求的要素或能力。,一、生產(chǎn)運作戰(zhàn)略的競爭要素,1.成本-低成本 2.質(zhì)量-高性能、高標(biāo)準(zhǔn)設(shè)計，穩(wěn)定可靠 3.交貨速度（時間）-供貨速度，準(zhǔn)時供貨，新產(chǎn)品開發(fā)速度 4.柔性（靈活性）-對顧客特除要求的適應(yīng)能力，對需求

14、量變化的應(yīng)變能力,不同時期的核心競爭要素,工業(yè)化初期，消費水平低，“有沒有”，產(chǎn)品便宜、可用 隨著消費水平的提高，“好不好”，質(zhì)量 當(dāng)質(zhì)量和價格達到一定水平，品種，柔性 時間 信譽，問題的解決，由產(chǎn)品或服務(wù)向產(chǎn)品和服務(wù)轉(zhuǎn)變,二、競爭要素的選擇 Identify Critical Success Factors,Critical success factors are those relatively few activities that make a difference between having and not having a competitive advantage. Competing on Differentiation/cost/response,三、制造業(yè)企業(yè)的生產(chǎn)運作戰(zhàn)略,制造業(yè)企業(yè)生產(chǎn)運作戰(zhàn)略的主要目的在于根據(jù)市場條件和所生產(chǎn)產(chǎn)品的類別識別和確定適合企業(yè)自身的競爭要素，并將這些競爭要素轉(zhuǎn)化為對生產(chǎn)活動的具體要求