企業(yè)運(yùn)營(yíng)管理--運(yùn)營(yíng)競(jìng)爭(zhēng)講義(編輯修改稿)
2025-03-25 20:01 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 16。 Psychological factors 216。 Industry factors Market Analysis 市場(chǎng)分析 ?Needs Assessment identifies the needs of each market segment. Needs include such things as: ?Service or product needs ?Delivery system needs ?Volume needs ?Other needs Competitive priorities ? cost ? quality ? time ? flexibility Market analysis ? segmentation ? needs analysis Arriving at the Competitive Priorities Corporate Strategy ? environmental scanning ? core petencies ? core processes ? global strategies Competitive Priorities 競(jìng)爭(zhēng)重點(diǎn) Cost 1. Lowcost operations Quality 2. High performance design 3. Consistent quality Time 4. Delivery speed 5. Ontime delivery 6. Development speed Flexibility 7. Customization 8. Volume flexibility Low Cost as a Competitive Capability 成本 — 使產(chǎn)品更便宜 Low Cost means delivering a service or product at the lowest possible cost to the satisfaction of the customer. ?Top Quality: Delivering an outstanding service or product. ?Considerable interaction with the customers may be required to determine what that means. ?Consistent Quality: Producing services or products that meet design specifications on a consistent basis. Quality as a Competitive Capability 優(yōu)質(zhì)的產(chǎn)品 質(zhì)量和可靠性 Time as a Competitive Capability 時(shí)間 交貨速度與可靠性、開(kāi)發(fā)速度 ?Delivery Speed is quickly filling a customer’s order. ?Lead Time is the time between receipt of an order and filling the order. ?OnTime Delivery means meeting the delivery time promises. ?Development Speed is quickly introducing a new service or product. ?TimeBased Competition is a strategy that focuses on development speed and delivery speed. ?Customization means satisfying the unique needs of each customer by changing the service or product designs. ?Volume Flexibility requires accelerating or decelerating the rate of production quickly to handle large fluctuations in demand. Flexibility as a Competitive Capability 靈活性 定制、批量 Order Winners and Order Qualifiers 訂單贏得要素與訂單資格要素 Firms have to choose among petitive priorities, WHY? ?Order Winners are criteria for differentiating services or products of one firm from those of another. ? Price, quality, time, flexibility, after sales support, reputation, etc. ?Order Qualifiers are demonstrated levels of performance required to do business in a particular market segment. Operations Strategy 運(yùn)營(yíng)戰(zhàn)略 ?Operations strategy is the means by which operations implements the firm’s corporate strategy and helps to build a customerdriven firm. ?It links longterm and shortterm operations decisions to corporate strategy. ?It is the core of managing processes and value chains. CustomerDriven Operations Strategy ?Corporate strategy views the anization as a system of interconnected parts, each working with the others to achieve desired goals. ?Operations Strategy supports the corporate strategy and requires continuous crossfunctional interaction. ?The
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