企业战略及运作策略.pptVIP

企业战略和运作策略 现代企业的生存与发展环境 企业战略和战略管理 生产运作战略的内容 Operations Management Operation Strategy Operations Management To design, operate, access and improve production system. The heart of Operations Management is the management of production systems Operation Management Operation Strategy 2.1 现代企业的生存与发展环境 企业环境 自然资源、市场、技术 文化、政治、社会 2.2 企业战略和战略管理 战略和企业战略 战略（Strategy）：战略回答企业的两个基本问题(《Economist》) ： “Where do you want to go？” “How do you want to go there？” 企业长期存在及发展的基础是创造价值，价值的不同理解和定义构成了前一个问题的答案，如何创造价值则是后一个问题的解答，至于价值如何分配则是企业各种利益攸关者之间的博弈结果。 企业战略：如何实现企业自身所定义的价值创造。 Business Strategy The marketing strategy The financial strategy The operational strategy The conception of Operation Strategy Operation Strategy is a arrange of decision planning, contents and programs that are under the guideline, which is must be obeyed when enterprise construct its production system, based on objected market and products characters. Characteristics Contributive: emphasize on the contribution to the enterprises’ competition advantage. Agreeable: emphasize on the agreement between production system and enterprise demand. Operational: emphasize on its execution not just be Strategy Operation Strategy The means by which a firm configures its resources to achieve its competitive goals; For manufacturing firms, it involves all decisions concerning the production, storage, and distribution of goods; Key operational decisions include Where to locate new manufacturing facilities; How large these facilities should be; What processes to use for manufacturing and moving goods through the system; What workers to employ. 三种市场竞争战略及其对生产运作战略的要求 三种市场竞争战略 成本领先(Overall cost leadership) 独具一格(Differentiation) 集中一点(Market focus) 市场竞争战略对产品和服务的要求 品种 质量 价格 可获性 服务 产品和服务对生产系统的要求 成本效率（Cost） 质量（Quality） 可靠性（Dependability） 柔性（Flexibility） 2.3 生产运作战略的内容 总体战略 产品或服务的选择、设计与开发 生产运作系统的设计 生产运作的总体战略 自制或购买(Make/buy) 产品或服务的选择、设计与开发 产品或服务的选择 市场需求的不确定性 外部需求与内部能力之间的关系 原材料、外购件的供应 企业内部各部门工作目标上的区别 生产运作系统的设计 选址 ? Cao Min * 生产与运作管理 Produc