MBAch02Strategy5highlight12.pptVIP

Chapter 2Operations Strategy and Competitiveness 第二章 运营战略与企业竞争力 5 Highlights Corporate Strategy Operations Strategy企业整体战略与生产运营战略 The notion of trade-offs权衡的观念 企业生产/运营战略的关键 ——“功能悖论”多目标决策中的相互矛盾 成本—— 质量 弹性—— 周期 一个生产者不可能在每一个方面都做得很优秀 Operations focus and trade-offs During the late 1960s and 1970s, central to the concept of operations strategy was the notion of operations focus and trade-offs. An operation could not excel simultaneously on all performance measures. (can’t do every thing well) Plant-within-a-plant (PWP)厂中厂 在同一个公司建立不同得工厂，每一个工厂有自己得产品线，实施不同的生产战略，形成不同的竞争重点。 斯金纳（C. Wickham Skinner）. “The Focused Factory.” 《哈佛商学评论》，52, No.3(May-June,1974),pp.113-22. Dealing with Trade-offs权衡处理 权衡处理——厂中厂 Order Winners and Orders Qualifiers订单赢得要素与订单资格要素 An order-winner An order-winner is a criterion that differentiates the products or services of a firm from other firms. An order qualifier An order qualifier is a screening criterion that permits a firm’s products to even be considered as possible as candidates for purchase. World-Class Manufacturing世界级制造 World-class manufacturers no longer view cost, quality, speed of delivery, and even flexibility as tradeoffs. They have become order qualifiers. What are the order winners in today’s market? Service Breakthroughs服务是汽车业的新卖点 Service can be an “order winner” A Framework for Manufacturing Strategy Appendix: “Strategic Map” of Roth罗斯教授的“策略图” Professor Aleda V. Roth of the University of North Carolina at Chapel Hill Neo-Operation Strategy * MBA POM Fang Aihua Wuhan University Highlight 5 顾客需求 公司战略 生产 / 运营战略 Alignment Core Competencies 核心能力 (不易模仿） 决策 工艺流程, 基础结构, 生产能力 Highlight 1 Highlight 2 5 Cost Quality Delivery Flexibility FOCUS1 FOCUS2 FOCUS4 FOCUS3 Plant within a Plant (PWP) Traditional Approach Advanced Approaches World Class Manufacturing Trade-offs The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill 5 成本 质量 交货 弹性 工厂1（高质量） 工厂2（高速度） 工厂4（定制 ） 工厂3（低成本） 厂中厂 (PWP) 传统办法 The McGraw-Hill Companie