战略业务层战略课件.ppt

产品质量的差异化战略 产品可靠性的差异化战略 产品创新的差异化战略 产品特性的差异化战略 产品名称与品牌的差异化战略 服务的差异化战略 差异化战略的形式有哪些？ 沃尔沃Volvo 沃尔沃代表着安全、精湛、环保和尊荣。 “安全”是沃尔沃最核心的品牌价值。沃尔沃汽车自1927年在瑞典正式下线以来，80多年来始终恪守安全的承诺。 沃尔沃汽车每年都有新的安全技术诞生，例如城市安全系统、自适应巡航控制、盲点信息系统、行人探测系统等。 沃尔沃汽车中国首席执行官柯力世认为：“不管时代怎样变化，对生命的重视与呵护应当是永恒的追求。” 与差异化战略有关的增值活动 Firm Infrastructure Procurement Inbound Logistics Operations 物流输出 营销和销售 服务 利润 利润 主要业务 辅助业务 A companywide emphasis on producing high quality products Extensive use of subjective rather than objective performance measures Superior handling of incoming raw materials to minimize damage and improve the quality of the final product Rapid responses to customers unique manufacturing specifications Consistent manufacturing of attractive products Systems and procedures used to find the highest quality raw materials 物流输入 物流输入 原材料供应应优质﹑及时,从而提高最终产品的质量 Procurement 物流输入 Operations Outbound Logistics 服务 利润 利润 主要业务 辅助业务 A companywide emphasis on producing high quality products Extensive use of subjective rather than objective performance measures Rapid responses to customers unique manufacturing specifications Consistent manufacturing of attractive products Accurate and responsive order processing procedures Investments in technologies that will allow the firm to consistently produce highly differentiated products Purchase of highest quality replacement parts Rapid and timely product deliveries to customers Superior personnel training Strong Coordin-ation among functions in RD, Marketing and Product Development 运营 运营 对顾客差异化的生产规格反应迅速 不断生产具有吸引力的产品 技术 人力资源 公司框架 采购 物流输入 运营 Outbound Logistics Marketing Sales Service 利润 MARGIN 主要业务 辅助业务 Accurate and responsive order processing procedures Complete field stocking of replacement parts Strong capability in basic research Purchase of highest quality replacement parts Rapid and timely product deliveries to customers Superior personnel training Extensive personal relationships with buyers Strong Coordin-ation among functions in RD, Marketing and Product Development 物流输