贝恩咨询 valuechain 方法论

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1、Author:TomMacinaReviewers:ScottBender,PeterFisher,CyrusVilla,AmmarMaraqabcValueChainMarch1998Copyright©1998Bain&Company,Inc.1valuechainAgendaTheconceptValueChainmethodologyExample2valuechainTheConceptValuechainanalysisisasystematicmethodfordisaggregatingafirm

2、orindustryintoitsmajordiscreteactivitiestounderstandsourcesofcompetitiveadvantageValuechainanalysiscanbeusedtoidentifyopportunitiestogaincostadvantage/improveperformanceincreasecompetitivedifferentiationValuechainanalysisisananalyticaltoolwhichcanhelpprovidecl

3、aritytoconsultantsandclientsallowsdistinctboundariestobedrawnacrossbusiness(orindustry)processallowsconsultanttoclearlyevaluateandprioritizeactivitiesonwhichtofocusfacilitatesclientunderstanding3valuechainGenericValueChainSuccessivelyfinerdisaggregationsofacti

4、vitiesaremadetoexposedifferencesimportanttocompetitiveadvantageThegenericvaluechainconsistsofsixgeneralactivities.Tech.,R&DPurchasing/InboundLogisticsManufact-uring/OperationsMarketing&SalesDistribution/OutboundLogisticsService4valuechainCommonUsesValuechain

5、analysiscanbeusedasananalyticaltoolintwogeneralsituations.ValueChainAnalysisasatoolforCompetitiveAdvantageCostAnalysis/PerformanceImprovementCompetitivePositioningRCPRe-engineeringBusinessdefinitionVMR/IndustrycollaborationCompetitivedifferentiationDrawingbusi

6、nessboundaries5valuechainDistribu-tion/OutboundLogisticsServiceValueChainScopeThescopeofthevaluechaindependslargelyonthepurposeforwhichthetoolisbeingused.SystemorIndustryValueChain:FirmValueChain:MajorActivityValueChain:Tech.,R&DPurchas-ing/InboundLogisticsM

7、anu-facturing/OperationsMarketing&SalesMaterialPreparationConversionFinalAssemblyQualityAssurancePackagingInputs(Supplier)Conversion(Manufacturer)Distribution(Distributor/Retailer)Consumption(End-User)VMRCostAnalysisProcessRe-engineeringCostAnalysisSampleUse6

8、valuechainWhentoUseValueChainAnalysisCostAnalysis/RCPProcessRe-EngineeringBusinessDefinitionVMR/IndustryCollaborationCompetitivePositioningMapMajorActivitiesMapSub-ActivitiesAlways