运作管理

Chapter1CompetewithOperations运营竞争OperationsManagement运营管理HistoryofOperationsManagement运营管理沿革From1980sJIT&TQMFactoryAutomationReengineeringSupply-chainManagementE-commerceTrendsinOperationsManagement运营管理趋势ServicesectorgrowthProductivitychangesGlobalcompetitionEthical,workforcediversity,andenvironmentalissuesOutline概要Operationsintermsinputs,processes,outputs,informationflow,suppliers,andcustomers;Operationsasafunctionalongsidefinance,accounting,marketingandHR;OMisfundamentaltobothmanufacturersandserviceproviders;Theroleofoperationstrategyasasourceofcompetitivestrengthinaglobalmarketplace;Linkmarketingstrategytooperationsstrategythroughtheuseofcompetitivepriorities;Operationsstrategyisapatternofdecisionstoachievecertaincompetitivepriorities;DiscusstheneedforOMtodevelopandmaintainbothintraorganizationalandinterorganizationalrelationshipsWhatisaOM什么是运营管理“Thesystematicdesign,directionandcontrolofprocessesthattransforminputsintoservicesandproductsforinternal,aswellasexternal,customers.”WhatisaProcess什么是流程Anyactivityorgroupofactivitiesthattakesoneormoreinputs,transformsandaddsvaluetothem,andprovidesoneormoreoutputsforitscustomers.Externalvs.InternalCustomersExternalCustomersarethosewhopurchasethegoodsandservices.InternalCustomersarethosewhoreceivetheoutputofotherswithinthefirm.Theyarepartofthetransformationprocess.Inputs•HR•Equipment•Facilities•Materials•Services•Land•EnergyProcessesandOperations(Addingvalue)Outputs•Services•GoodsInternal&externalcustomersInformationonperformanceWhatisaProcess什么是流程--AnexampleProcessViewofanAdAgency广告公司流程图AccountingprocessProductionprocess•PrepareadforpublicationanddelivertomediaoutletsAdvertisementdesignandplanningprocess•CreatetheadtotheneedsoftheclientandprepareaplanformediaexposureOutputinterfaceprocess•Communicatewithclient,getneeds,andcoordinateprogressInputsOutputsNestedProcesses储备流程AdvertisementDesignandPlanningProcess广告设计与计划Creativedesignprocess•Receiveworkrequest•Assembleteam•Prepareseveraldesigns•ReceiveinputsfromAccountExecutive•Preparefinalconcept•Reviseconceptperclient’sinputsMediaplanningprocess•Receiveworkrequest•Prepareseveralmediaplans•ReceiveinputsfromAccountExecutive•Preparefinalplan•Reviseplanperclient’sinputs--TheconceptofaprocesswithinaprocessOperationsManagementasaSetofDecisions运营管理决策StrategicDecisions战略决策（长期、跨部门）TacticalDecisions战术决策（中、短期、具体、重复）DevelopmentofnewcapabilitiesMaintenanceofexistingcapabilitiesDesignofnewprocessesDevelopmentandorganizationofvaluechainsKeyperformancemeasuresProcessimprovementandperformancemeasuresManagementandplanningofprojectsGenerationofproductionandstaffingplansInventorymanagementResourceschedulingOMasaSetofDecisions运营决策内容Thedecisionsmaybedividedintofivecategories:Strategicchoices;Process;Quality;Capacity,location,andlayout;Operatingdecisions;OperationsManagementasaFunctionCorporateStrategyandKeyFunctionalStrategiesCapabilitiesPerformanceGap?NoYesFunctionalstrategies•Operations•Finance•Marketing•OthersMarketanalysisCompetitiveprioritiesCorporatestrategyCorporateStrategy--StrategicConsiderations企业战略Developingacorporatestrategyinvolvesthreeconsiderations:1.Respondingtopressuresforflexibility;2.Monitoringandadjustingtochangesinthebusinessenvironment;3.IdentifyinganddevelopingcorecompetenciesFlexibility–developacapabilityforchangeCoreCompetenciesaretheuniqueresourcesandstrengthsanorganizationpossesses.CorporateStrategy--CoreCompetencies核心竞争力Corecompetenciesinclude…Awell-trainedandflexibleWorkforceHavingwell-located&flexibleFacilitiesHavingMarketandFinancialKnow-How.ExpertiseinSystemsandTechnology.Thecorecompetenciesshoulddeterminethefirm’scoreprocesses.Thesecanincludecustomerrelations,newservice/productdevelopment,orderfulfillment,andsupplierrelationships.Afirmmayhavealloftheseorfocusonasubsetofthem,asdeterminedbyitscorecompetencies.FedExWhyaretheysuccessful?FastOn-timedeliveriesRelativelylowcostTechnologyinshipmenttrackingCorporateStrategy--GlobalStrategies全球战略Aglobalstrategymayincludebuyingforeignservicesorpartsandenteringorexpandingforeignmarkets.Twoeffectiveglobalstrategiesare:1.StrategicAlliancesa)Collaborativeeffortsb)Jointventuresc)Technologylicensing2.LocatingabroadMarketanalysis•segmentation•needsanalysisArrivingattheCompetitivePrioritiesCorporateStrategy•environmentalscanning•corecompetencies•coreprocesses•globalstrategiesCompetitivepriorities•cost•quality•time•flexibilityMarketingFinanceOthersMarketAnalysis市场分析AMarketAnalysisisonekeytodevelopingacustomer-drivenstrategy,andisaccomplishedintwoparts.MarketSegmentation,whichidentifiesgroupsofcustomerswithenoughincommontowarrantdevelopingservicesand/orproductsforthem.•Demographicfactors•Psychologicalfactors•IndustryfactorsMarketAnalysis市场分析NeedsAssessmentidentifiestheneedsofeachmarketsegment.Needsincludesuchthingsas:ServiceorproductneedsDeliverysystemneedsVolumeneedsOtherneedsCompetitivepriorities•cost•quality•time•flexibilityMarketanalysis•segmentation•needsanalysisArrivingattheCompetitivePrioritiesCorporateStrategy•env