OM Strategy
第二章 生产与运作战略
Operations Management
Chapter 2
生产运作战略,（美国蔡斯等）利用企业资
源所制定的各项企业 政策和计划，最大限度的
支持企业的长期竞争战略。
? 生产运营战略,为支持和完成企业的总体
战略，对生产运营过程和生产运营系统的基本问题
所作的全局性重大谋划。
Operations Strategy is to setting a broad
polices and plans through operations to
best support company’s competitive
strategy.
? 竞争重点的变化
– 价格
– 交货期
– 品种多样性
? 先进制造技术的发展
? 全球化经营的趋势
企业生存环境的变化
The Value Chain
New
Product
Development
Marketing
and
Sales
Operations Distribution Service
Finance,Accounting,Information Technology,Human Resources
Business Strategy
New Product
Strategy MarketingStrategy Supply Chain Strategy
Operations Strategy
ExampleStrategy Process
Customer Needs
Corporate Strategy
Operations Strategy
Decisions on Processes
and Infrastructure
More Product
Increase Org,Size
Increase Production
Capacity
Build New Factory
ACHIEVING STRATEGIC
FIT
? What is strategic fit?
Competitive strategy
Supply chain strategy
The same goal
Achieving Strategic Fit
? Understanding the Customer
– Lot size
– Response time
– Service level
– Product variety
– Price
– Innovation
Implied
Demand
Uncertainty
Attributes and Implied Uncertainty
LowImplied
UncertaintyLowProduct margin
Average forecast error
Average stockout rate
Average forced season-end
markdown
High
10% 40%~100%
1%~2% 10%~40%
0% 10%~25%
High Implied
Uncertainty
Levels of Implied Demand
Uncertainty
Low High
Price ResponsivenessCustomer Need
Implied Demand Uncertainty
Detergent
Long lead time steel
High Fashion
Emergency steel
Implied Demand Uncertainty
Spectrum
Purely
Functional
Products
Low
uncertainty
gasoline
Established
Goods
New models
Of existing
goods
Entirely
New products
Somewhat
certainty
Somewhat
uncertainty
High
uncertainty
Implied Demand Uncertainty Spectrum
Crest
toothpaste
New Ford
Taurus
Palmpilot
Understanding the Supply Chain
Supply chain responsiveness
Supply chain efficiency
Including the ability to do the following:
? Respond to wide ranges of quantities
? Meet short lead times
? Handle a large variety
? Build highly innovative products
? Meet a very high service level
Cost
Cost-Responsiveness Efficient Frontier
High Low
Low
High
Responsiveness
Cost
A
B
Trade-off
If B want to be more responsive,
How to do?
The Responsiveness Spectrum
Little variety
LT,weeks,months
Highly
efficient
Integrated
Steel mills
Make to stock
LT,several weeks
Large variety
LT,14 days
Customized
LT:Few days
Somewhat
efficient
Somewhat
responsive
Highly
responsive
Hanes apparel Automotive
production
Dell
The Responsiveness Spectrum
Achieving Strategic Fit
Implied
uncertainty
spectrum
Responsive
supply chain
Efficient
supply chain
Certain
demand
Uncertain
demand
Responsiveness
spectrum
Achieving Strategic Fit
Implied
uncertainty
spectrum
Responsive
supply chain
Efficient
supply chain
Certain
demand
Uncertain
demand
Responsiveness
spectrum
生产运营战略的内容体系
子战略
产品战略
质量战略
人力资源战略
库存战略
选址战略
布局战略
采购战略
流程战略
排程策略
维护策略
战略基本要素
成本
质量
时间
柔性
生产运营战略
排程
战略
选址
战略
布局
战略
人力资源
战 略
物资采购
战 略
设备
战略
质量
战略
库存
战略
系统运行与控制系统设计
战略决策
产品战略
竞争策略
生产组织方式战略
主战略
运行决策
生产运营战略逻辑体系结构,
第二章 生产与运作战略
Operations Management
Chapter 2
生产运作战略,（美国蔡斯等）利用企业资
源所制定的各项企业 政策和计划，最大限度的
支持企业的长期竞争战略。
? 生产运营战略,为支持和完成企业的总体
战略，对生产运营过程和生产运营系统的基本问题
所作的全局性重大谋划。
Operations Strategy is to setting a broad
polices and plans through operations to
best support company’s competitive
strategy.
? 竞争重点的变化
– 价格
– 交货期
– 品种多样性
? 先进制造技术的发展
? 全球化经营的趋势
企业生存环境的变化
The Value Chain
New
Product
Development
Marketing
and
Sales
Operations Distribution Service
Finance,Accounting,Information Technology,Human Resources
Business Strategy
New Product
Strategy MarketingStrategy Supply Chain Strategy
Operations Strategy
ExampleStrategy Process
Customer Needs
Corporate Strategy
Operations Strategy
Decisions on Processes
and Infrastructure
More Product
Increase Org,Size
Increase Production
Capacity
Build New Factory
ACHIEVING STRATEGIC
FIT
? What is strategic fit?
Competitive strategy
Supply chain strategy
The same goal
Achieving Strategic Fit
? Understanding the Customer
– Lot size
– Response time
– Service level
– Product variety
– Price
– Innovation
Implied
Demand
Uncertainty
Attributes and Implied Uncertainty
LowImplied
UncertaintyLowProduct margin
Average forecast error
Average stockout rate
Average forced season-end
markdown
High
10% 40%~100%
1%~2% 10%~40%
0% 10%~25%
High Implied
Uncertainty
Levels of Implied Demand
Uncertainty
Low High
Price ResponsivenessCustomer Need
Implied Demand Uncertainty
Detergent
Long lead time steel
High Fashion
Emergency steel
Implied Demand Uncertainty
Spectrum
Purely
Functional
Products
Low
uncertainty
gasoline
Established
Goods
New models
Of existing
goods
Entirely
New products
Somewhat
certainty
Somewhat
uncertainty
High
uncertainty
Implied Demand Uncertainty Spectrum
Crest
toothpaste
New Ford
Taurus
Palmpilot
Understanding the Supply Chain
Supply chain responsiveness
Supply chain efficiency
Including the ability to do the following:
? Respond to wide ranges of quantities
? Meet short lead times
? Handle a large variety
? Build highly innovative products
? Meet a very high service level
Cost
Cost-Responsiveness Efficient Frontier
High Low
Low
High
Responsiveness
Cost
A
B
Trade-off
If B want to be more responsive,
How to do?
The Responsiveness Spectrum
Little variety
LT,weeks,months
Highly
efficient
Integrated
Steel mills
Make to stock
LT,several weeks
Large variety
LT,14 days
Customized
LT:Few days
Somewhat
efficient
Somewhat
responsive
Highly
responsive
Hanes apparel Automotive
production
Dell
The Responsiveness Spectrum
Achieving Strategic Fit
Implied
uncertainty
spectrum
Responsive
supply chain
Efficient
supply chain
Certain
demand
Uncertain
demand
Responsiveness
spectrum
Achieving Strategic Fit
Implied
uncertainty
spectrum
Responsive
supply chain
Efficient
supply chain
Certain
demand
Uncertain
demand
Responsiveness
spectrum
生产运营战略的内容体系
子战略
产品战略
质量战略
人力资源战略
库存战略
选址战略
布局战略
采购战略
流程战略
排程策略
维护策略
战略基本要素
成本
质量
时间
柔性
生产运营战略
排程
战略
选址
战略
布局
战略
人力资源
战 略
物资采购
战 略
设备
战略
质量
战略
库存
战略
系统运行与控制系统设计
战略决策
产品战略
竞争策略
生产组织方式战略
主战略
运行决策
生产运营战略逻辑体系结构,
