《企业运营管理--运营竞争讲义》由会员分享，可在线阅读，更多相关《企业运营管理--运营竞争讲义（61页珍藏版）》请在金锄头文库上搜索。
1、Chapter 1 Compete with Operations 运营竞争,Operations Management 运营管理,History of Operations Management 运营管理沿革,From 1980s JIT & TQM Factory Automation Reengineering Supply-chain Management E- commerce,Trends in Operations Management 运营管理趋势,Service sector growth Productivity changes Global competition Eth
2、ical, workforce diversity, and environmental issues,Outline 概要,Operations in terms inputs, processes, outputs, information flow, suppliers, and customers; Operations as a function alongside finance, accounting, marketing and HR; OM is fundamental to both manufacturers and service providers; The role
3、 of operation strategy as a source of competitive strength in a global market place; Link marketing strategy to operations strategy through the use of competitive priorities; Operations strategy is a pattern of decisions to achieve certain competitive priorities; Discuss the need for OM to develop a
4、nd maintain both intraorganizational and interorganizational relationships,What is a OM 什么是运营管理,“The systematic design, direction and control of processes that transform inputs into services and products for internal, as well as external, customers.”,What is a Process 什么是流程,Any activity or group of
5、activities that takes one or more inputs, transforms and adds value to them, and provides one or more outputs for its customers.,External vs. Internal Customers,External Customers are those who purchase the goods and services. Internal Customers are those who receive the output of others within the
6、firm. They are part of the transformation process.,Inputs HR Equipment Facilities Materials Services Land Energy,Processes and Operations (Adding value),Outputs Services Goods,Internal & external customers,Information on performance,What is a Process 什么是流程 -An example,Process View of an Ad Agency 广告
7、公司流程图,Accounting process,Production process Prepare ad for publication and deliver to media outlets,Advertisement design and planning process Create the ad to the needs of the client and prepare a plan for media exposure,Output interface process Communicate with client, get needs, and coordinate pro
8、gress,Inputs,Outputs,Nested Processes储备流程,Advertisement Design and Planning Process 广告设计与计划,Creative design process Receive work request Assemble team Prepare several designs Receive inputs from Account Executive Prepare final concept Revise concept per clients inputs,Media planning process Receive
9、work request Prepare several media plans Receive inputs from Account Executive Prepare final plan Revise plan per clients inputs,-The concept of a process within a process,Operations Management as a Set of Decisions 运营管理决策,Strategic Decisions 战略决策（长期、跨部门）,Tactical Decisions 战术决策 （中、短期、具体、重复）,Develop
10、ment of new capabilities Maintenance of existing capabilities Design of new processes Development and organization of value chains Key performance measures,Process improvement and performance measures Management and planning of projects Generation of production and staffing plans Inventory managemen
11、t Resource scheduling,OM as a Set of Decisions 运营决策内容,The decisions may be divided into five categories: Strategic choices; Process; Quality ; Capacity, location, and layout; Operating decisions;,Operations Management as a Function,Corporate Strategy and Key Functional Strategies,Functional strategi
12、es,Operations Finance Marketing Others,Corporate strategy,Corporate Strategy - Strategic Considerations企业战略,Developing a corporate strategy involves three considerations: Responding to pressures for flexibility; Monitoring and adjusting to changes in the business environment; Identifying and develop
13、ing core competencies Flexibility develop a capability for change Core Competencies are the unique resources and strengths an organization possesses.,Corporate Strategy -Core Competencies 核心竞争力,Core competencies include A well-trained and flexible Workforce Having well-located & flexible Facilities
14、Having Market and Financial Know-How. Expertise in Systems and Technology. The core competencies should determine the firms core processes. These can include customer relations, new service/product development, order fulfillment, and supplier relationships. A firm may have all of these or focus on a
15、 subset of them, as determined by its core competencies.,FedEx,Why are they successful? Fast On-time deliveries Relatively low cost Technology in shipment tracking,Corporate Strategy -Global Strategies 全球战略,A global strategy may include buying foreign services or parts and entering or expanding fore
16、ign markets. Two effective global strategies are: Strategic Alliances Collaborative efforts Joint ventures Technology licensing Locating abroad,Arriving at the Competitive Priorities,Corporate Strategy environmental scanning core competencies core processes global strategies,Market Analysis 市场分析,A Market Analysis is one key to developing a customer-driven strategy, and is accomplished in two parts. Market Segmentation, which identifies groups of
