第12讲管理需求与能力

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1、ServicesMarketing工商管理学院　张毓峰yufengzhang626@yahoo.com.cn12.MANAGINGDEMANDANDCAPACITYTheUnderlyingIssue:LackofInventoryCapacityUnderstandingCapacityConstraintsUnderstandingDemandPatternsStrategiesforMatchingCapacityandDemandYieldManagement:BalancingCapacityUtilization,Pri

2、cing,MarketSegmentation,andFinancialReturnWaitingLineStrategies:WhenDemandandCapacityCannotBeAligned2003.2zhangyf@swufe.edu.cnGap3:theserviceperformancegapServiceDeliveryCustomer-DrivenServiceDesignsAndStandardsGAP3CustomerCompany2003.2zhangyf@swufe.edu.cnKeyfactorsrel

3、atedtodemandandcapacity1.Failuretosmooththepeaksandvalleysofdemand2.Overuseofcapacity3.Attractinginappropriatecustomersegmentstobuilddemand4.Relyingtoomuchonpricetosmoothdemand2003.2zhangyf@swufe.edu.cnTheUnderlyingIssue:LackofInventoryCapacity服务中供给与需求管理的基本问题是缺乏库存能力。服

4、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。2003.2zhangyf@swufe.edu.cnTheUnderlyingIssue:LackofInventoryCapacityThelackofinventorycapability（与需求变动结合起来）leadsto4scenariosatanygiventime:1.Dema

5、ndexceedsmaximumcapacity2.Demandexceedsoptimumcapacity3.Demandandsupplyarebalancedatthelevelofoptimumcapacity4.Demandisbelowoptimumcapacity2003.2zhangyf@swufe.edu.cnUnderstandingCapacityConstraints(1)Time,Labor,Equipment,Facilities,oracombinationoftheseTime:Legal/consu

6、lting/accounting/medicalLabor:Lawfirm/accountingfirm/healthclinicEquipment:Delivery/telecommu/healthclubFacilities:Hotels/restaurants/hospitals/Airlines/schools/theaters/churches2003.2zhangyf@swufe.edu.cnUnderstandingCapacityConstraints(2)OptimalversusMaximaluseofcapac

7、ityUsingcapacityatanoptimumlevelmeansthatresourcesarefullyemployedbutnotoverused,andthatcustomersarereceivingqualityserviceinatimelymanner.Maximumcapacityrepresentstheabsolutelimitofserviceavailability.whenequipment/facilityconstraints,maximumcapacityisobvious;whentime

8、/laborconstraints,maximumcapacityishardtospecify.2003.2zhangyf@swufe.edu.cnUnderstandingDemandPatternsChartingdemandp