第12章节管理需求跟能力.pptVIP

Services Marketing 工商管理学院　张毓峰 yufengzhang626@ 12.MANAGING DEMAND AND CAPACITY The Underlying Issue:Lack of Inventory Capacity Understanding Capacity Constraints Understanding Demand Patterns Strategies for Matching Capacity and Demand Yield Management:Balancing Capacity Utilization,Pricing,Market Segmentation,and Financial Return Waiting Line Strategies:When Demand and Capacity Cannot Be Aligned Gap 3: the service performance gap Key factors related to demand and capacity 1.Failure to smooth the peaks and valleys of demand 2.Overuse of capacity 3.Attracting inappropriate customer segments to build demand 4.Relying too much on price to smooth demand The Underlying Issue:Lack of Inventory Capacity 服务中供给与需求管理的基本问题是缺乏库存能力。 服务企业不能像制造企业那样在淡季建立库存以备后来需求增加时使用。 缺乏库存能力归因于服务的易逝性以及生产与消费的同时性。举例说明：航班上的座位与教授的时间。 而且，服务不能从一个地方运输到另一个地方，或由一个人传递给另一个人。举例说明：在九寨沟的酒店。 The Underlying Issue:Lack of Inventory Capacity The lack of inventory capability（与需求变动结合起来）leads to 4 scenarios at any given time: 1.Demand exceeds maximum capacity 2.Demand exceeds optimum capacity 3.Demand and supply are balanced at the level of optimum capacity 4.Demand is below optimum capacity Understanding Capacity Constraints(1) Time, Labor, Equipment, Facilities,or a combination of these Time: Legal/consulting/accounting/medical Labor: Law firm/accounting firm/health clinic Equipment: Delivery/telecommu/health club Facilities: Hotels/restaurants/hospitals /Airlines/schools/theaters/churches Understanding Capacity Constraints(2) Optimal versus Maximal use of capacity Using capacity at an optimum level means that resources are fully employed but not overused,and that customers are receiving quality service in a timely manner. Maximum capacity represents the absolute limit of service availability.when equipment/facility constraints, maximum capacity is obvious; when time/labor constraints, maximum capacity is hard to specify. Understanding Demand Patterns Charting demand patterns Predictable cycles d