第十二讲管理需求与能力.pptx

第十二讲管理需求与能力

12.MANAGINGDEMANDANDCAPACITYTheUnderlyingIssue:LackofInventoryCapacityUnderstandingCapacityConstraintsUnderstandingDemandPatternsStrategiesforMatchingCapacityandDemandYieldManagement:BalancingCapacityUtilization,Pricing,MarketSegmentation,andFinancialReturnWaitingLineStrategies:WhenDemandandCapacityCannotBeAligned2003.2

Gap3:theserviceperformancegapServiceDeliveryCustomer-DrivenServiceDesignsAndStandardsGAP3CustomerCompany2003.2

Keyfactorsrelatedtodemandandcapacity1.Failuretosmooththepeaksandvalleysofdemand2.Overuseofcapacity3.Attractinginappropriatecustomersegmentstobuilddemand4.Relyingtoomuchonpricetosmoothdemand2003.2

TheUnderlyingIssue:

LackofInventoryCapacity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。2003.2

TheUnderlyingIssue:

LackofInventoryCapacityThelackofinventorycapability（与需求变动结合起来）leadsto4scenariosatanygiventime:1.Demandexceedsmaximumcapacity2.Demandexceedsoptimumcapacity3.Demandandsupplyarebalancedatthelevelofoptimumcapacity4.Demandisbelowoptimumcapacity2003.2

UnderstandingCapacityConstraints(1)Time,Labor,Equipment,Facilities,oracombinationoftheseTime:Legal/consulting/accounting/medicalLabor:Lawfirm/accountingfirm/healthclinicEquipment:Delivery/telecommu/healthclubFacilities:Hotels/restaurants/hospitals/Airlines/schools/theaters/churches2003.2

UnderstandingCapacityConstraints(2)OptimalversusMaximaluseofcapacityUsingcapacityatanoptimumlevelmeansthatresourcesarefullyemployedbutnotoverused,andthatcustomersarereceivingqualityserviceinatimelymanner.Maximumcapacityrepresentstheabsolutelimitofserviceavailability.whenequipment/facilityconstraints,maximumcapacityisobvious;whentime/laborconstraints,maximumcapacityishardtospecify.2003.2

Understandi