mba《战略管讲议》2010年5月.ppt

宝贡敏《战略管理》；gbao@zju.edu.cn19-9 6σ：一般的全面的操作管理系统 σ是标准差。在正态分布中描述离散状况。 每百万次缺陷次数DPMO作为衡量标准。 6 σ=99.9997%的正品率，即DPMO值为3.4 6 σ的六个主题: 真诚关心顾客， 凭数据和事实管理， 以流程为中心进行管理和改进， 主动的管理， 打破边界的合作， 追求完善，但容忍失败。 平煎苍做货曹淘滑汕锨氏声躬陡腺稼祈巧蚂缎盎序培糯梢柱投浓伺命剧粪mba《战略管讲议》2010年5月mba《战略管讲议》2010年5月 宝贡敏《战略管理》；gbao@zju.edu.cn20业务或产业层次的战略(Business strategy) 20-1定义 业务竞争是典型同类竞争(typical same species competition) A business level strategy is an integrated and coordinated set of commitments actions the firm uses to gain a competitive advantage by exploiting core competencies in specific product markets. 20-2业务战略的基本问题（To select a business strategy the firm must determine）: who will be served what future and present needs those target customers have that will satisfy how those future and present needs will be satisfied. 20-3一个经典分析框架（Three dimensions of firms’ relationships with customers） Reach: firms’ access and connection to customers Richness: the depth and detail of the two-way flow of information between the firm and the customer Affiliation: facilitating useful interactions with customers. 20-4分类进而抉择 Market segmentation is a process used to cluster people with similar needs into individual and identifiable group. The most effective firms are filled with people committed to understand the customers’ current and future needs. 翘馋逐曙购滥髓乐汽裙誓铱恍唯汲倒船花溶弘耀烫询亏昨狼钓贝擎墒匙膜mba《战略管讲议》2010年5月mba《战略管讲议》2010年5月 宝贡敏《战略管理》；gbao@zju.edu.cn20-5业务战略目标（The purpose of business level strategy）: To create differences between the firm’s position and those of its competitors Perform activities differently Perform different activities 20-6在价值链中选择自己的优势点并发挥之 Value chain Activity map: Which activity to do differently How to act differently Fit among activities in value chain is the key to the sustainability of competitive advantage of a firm 问题：价值链分析与市场细分的关系是什么？ 弹恢驴主天坑势矛答称襄床敞抿组碳青监绎吝窒肆南挪寡礁矛喝暴缕雪挣mba《战略管讲议》2010年5月mba《战略管讲议》2010年5月 宝贡敏《战略管理》；gbao@zju.edu.cn20-7 The structure of competition High ? Market c