@贝恩价值链分析方法.ppt

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1、Author:TomMacinaReviewers:ScottBender,PeterFisher,CyrusVilla,AmmarMaraqabcValueChainMarch1998Copyright©1998Bain&Company,Inc.AgendaTheconceptValueChainmethodologyExample2valuechainValueChainTheConceptValuechainanalysisisasystematicmethodfordisaggregatingafirmorindustryintoitsmajordiscreteactivitie

2、stounderstandsourcesofcompetitiveadvantageValuechainanalysiscanbeusedtoidentifyopportunitiestogaincostadvantage/improveperformanceincreasecompetitivedifferentiationValuechainanalysisisananalyticaltoolwhichcanhelpprovideclaritytoconsultantsandclientsallowsdistinctboundariestobedrawnacrossbusiness(ori

3、ndustry)processallowsconsultanttoclearlyevaluateandprioritizeactivitiesonwhichtofocusfacilitatesclientunderstanding3valuechainValueChainGenericValueChainSuccessivelyfinerdisaggregationsofactivitiesaremadetoexposedifferencesimportanttocompetitiveadvantageThegenericvaluechainconsistsofsixgeneralactivi

4、ties.Tech.,R&DPurchasing/InboundLogisticsManufact-uring/OperationsMarketing&SalesDistribution/OutboundLogisticsService4valuechainValueChainCommonUsesValuechainanalysiscanbeusedasananalyticaltoolintwogeneralsituations.ValueChainAnalysisasatoolforCompetitiveAdvantageCostAnalysis/PerformanceImproveme

5、ntCompetitivePositioningRCPRe-engineeringBusinessdefinitionVMR/IndustrycollaborationCompetitivedifferentiationDrawingbusinessboundaries5valuechainValueChainDistribu-tion/OutboundLogisticsServiceValueChainScopeThescopeofthevaluechaindependslargelyonthepurposeforwhichthetoolisbeingused.SystemorIndust

6、ryValueChain:FirmValueChain:MajorActivityValueChain:Tech.,R&DPurchas-ing/InboundLogisticsManu-facturing/OperationsMarketing&SalesMaterialPreparationConversionFinalAssemblyQualityAssurancePackagingInputs(Supplier)Conversion(Manufacturer)Distribution(Distributor/Retailer)Consumption(End-User)VMRCost

7、AnalysisProcessRe-engineeringCostAnalysisSampleUse6valuechainValueChainWhentoUseValueChainAnalysisCostAnalysis/RCPProcessRe-EngineeringBusinessDefinitionVMR/IndustryCollaborationCompetitivePositioning