运营管理复习题第2章.docVIP

Chapter2

OperationsStrategy

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Chapter2

OperationsStrategy

第二章运营战略

ChapterOverview

本章概述

Thischapterdiscussesoperationsstrategyanditsrelationshiptothestrategiesofotherfunctionalareas,aswellastheorganization’soverallstrategy.Itdiscussesthevariousoperationalstrategiesthatarederivedfromcompetitivepriorities.Theclassicalcompetitiveprioritiesarelowcost,highquality,fastdelivery,andflexibility,withserviceemerginginthe1990s.Newcompetitiveprioritymaycomefromenvironmentallyfriendlyprocessesandenvironmentallyfriendlyproducts,aswellastheuseofinformation.ThischapteralsoexaminesTerryHill’sconceptoforder-qualifiersandorder-winners.Finally,itdiscussestheintegrationofgoodsandservicesinobtainingcompetitiveadvantage

本章介绍了运营战略的基本概念和内容以及运营战略与企业其他职能战略之间的关系，还有运营战略与企业总体战略之间的关系。阐述根据企业竞争优势所采取的不同运营战略。传统的竞争优势是低成本，高质量，快速交货，柔性以及20世纪90年代出现的服务优势。新的竞争优势可能会是环保工艺和环保产品以及信息的应用。本章还介绍了德瑞·希尔教授的订单资格要素和订单赢得要素的概念。最后，本章阐述了将产品与服务结合所产生的竞争优势。

MajorPointsofChapter

本章要点

Operationsstrategymustbecompatiblewithotherfunctionalstrategies,andalsowiththeoverallbusinessstrategy.

1．运营战略必须与企业其他职能部门的职能战略相结合，并与企业的总体战略保持一致。

Twomajortrendshaveimpactedtheroleofoperationsstrategy--globalization,andtechnology.

2．两个影响运营战略的新趋势是经济全球化趋势与技术发展的趋势。

Operationsstrategiesarederivedfromthecompetitivepriorities,whichincludelowcost,highquality,fastdelivery,flexibility,andservice.Newsourcesofcompetitiveadvantagemaycomefromenvironmentallyfriendlyprocessesandenvironmentallyfriendlyproducts,andfromtheuseofinformation.

3．运营战略缘于企业的竞争优势，包括低价格，高质量，快速交货，柔性和服务。新的竞争优势可能会是环保工艺和环保产品以及信息的应用。

Thetraditionalviewisthatthevariouscompetitiveprioritiesaretraded-offagainsteachother.However,manyorganizationsarenowfindingitimportanttoexcelinallareassimultaneously.

4．传统理论认为各种竞争优势是互相冲突的。但是，现在很多企业发现同时具有很多种优势很重要。

TerryHillhasdevelopedthestr