生产运营管理英ppt课件.ppt

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1、OperationsStrategy&CompetitivenessBy：杜腾飞齐晓飞Chapteroutline231OperationsstrategydefinedOperationscompetitivedimensionsProductivitydefined4Thenotionoftrade-offsOperationsstrategydefinedWhatisstrategy?《Whatisstrategy》by：MichaelPorterAtgeneralmanagerment'scoreisstrategy:definingacompany'sposition,

2、makingtrade-offs,andforgingfitamongactivities.Strategyrenderschoicesaboutwhatnottodoasimportantaschoicesaboutwhattodo.Indeed,settinglimitsisanotherfunctionofleadership.Decidingwhichtargetgroupofcustomers,varieties,andneedsthecompanyshouldserveisfundamentaltodevelopingastrategy.Operationsstrat

3、egydefinedWhatisoperationsstrategy?Operationsstrategyisconcernedwithsettingbroadpoliciesandplansforusingtheresourcesofthefirmtobestsupportthefirm’slong-termcompetitivestrategy.OperationsstrategydefinedDifferencesbetweenstrategyandoperationsstrategyCustomerdemandstrategyoperationsstrategyAlign

4、mentDecisionsProcess,basicstructure,productioncapacity……OperationsstrategydefinedKeysinoperationsstrategyKeystosuccessinoperationstrategylieinidentifyingwhatprioritychoicesare,inunderstandingtheconsequencesofeachchoice,andinthetrades-offsinvolved.OperationscompetitivedimensionsCost——“makeitCh

5、eap”ProductQualityandReliability——“makeitGood”DeliverySpeed——“makeitFast”DeliveryReliability——“makeitcheap”CopingwithChangesinDemand——“changeitsvolume”FlexibilityandNewProductIntroductionSpeed——“changeit”Otherproduct-specificcriteria——“Supportit”OperationscompetitivedimensionsOtherproduct-spe

6、cificcriteria——“Supportit”TechnicalliaisonandsupportMeetingalaunchdateSupplierafter-salesupportOtherprioritiesThenotionoftrade-offs——Duringthelate1960sand1970s,centraltotheconceptofoperationsstrategywasthenotionofoperationsfocusandtrade-offs.——Anoperationcouldnotexcelsimultaneouslyonallperfor

7、mancemeasures.(can’tdoeverythingwell)Operationsfocusandtrade-offsThenotionoftrade-offsPlant-within-a-plant(PWP)——C.WickhamSkinner.“TheFocusedFactory.”——Forthosefirmswithlargeexistingmanufacturingfacilities,SkinnerevensuggestedthecreationofaPW