由財(cái)務(wù)面來(lái)建立競(jìng)爭(zhēng)優(yōu)勢(shì)課件講義教材

4由財(cái)務(wù)面來(lái)建立競(jìng)爭(zhēng)優(yōu)勢(shì)Copyright?HoughtonMifflinCompany.Allrightsreserved.4-2功能面的策略策略旨在改善公司營(yíng)運(yùn)的效能透過(guò)改善公司的能力來(lái)獲得高效率，質(zhì)量，創(chuàng)新和顧客響應(yīng)Copyright?HoughtonMifflinCompany.Allrightsreserved.4-3競(jìng)爭(zhēng)優(yōu)勢(shì)的根源Copyright?HoughtonMifflinCompany.Allrightsreserved.4-4獲取高效率經(jīng)濟(jì)規(guī)模Economiesofscale大量生產(chǎn)來(lái)降低單位成本大量生產(chǎn)來(lái)分?jǐn)偣潭ǔ杀镜哪芰σ虼罅恐圃煳嗟膶I(yè)勞工規(guī)模的不經(jīng)濟(jì)與大量生產(chǎn)相關(guān)的成本上升因素Copyright?HoughtonMifflinCompany.Allrightsreserved.4-5大量生產(chǎn)的經(jīng)濟(jì)與不經(jīng)濟(jì)Copyright?HoughtonMifflinCompany.Allrightsreserved.4-6獲取高效率

(cont’d)學(xué)習(xí)的效果學(xué)習(xí)后可以降低成本勞工生產(chǎn)力Laborproductivity經(jīng)營(yíng)效率Managementefficiency公司發(fā)生重大變革，必須重新學(xué)習(xí)Copyright?HoughtonMifflinCompany.Allrightsreserved.4-7學(xué)習(xí)與規(guī)模經(jīng)濟(jì)對(duì)單位成本的影響Copyright?HoughtonMifflinCompany.Allrightsreserved.4-8獲取高效率(cont’d)經(jīng)驗(yàn)曲線長(zhǎng)期有系統(tǒng)的降低成本結(jié)構(gòu)來(lái)降低單位成本規(guī)模經(jīng)濟(jì)與學(xué)習(xí)效果為經(jīng)驗(yàn)曲線的基礎(chǔ)Copyright?HoughtonMifflinCompany.Allrightsreserved.4-9經(jīng)驗(yàn)曲線Copyright?HoughtonMifflinCompany.Allrightsreserved.4-10獲取高效率(cont’d)盲從于經(jīng)驗(yàn)曲線的危險(xiǎn)有時(shí)會(huì)倒因?yàn)楣驴萍紩?huì)讓經(jīng)驗(yàn)曲線一敗涂地有些新科技不見(jiàn)得會(huì)因大量生產(chǎn)而降低單位成本坦性的制造科技可能會(huì)降低單位成本Copyright?HoughtonMifflinCompany.Allrightsreserved.4-11整合型磨坊與小型磨坊的單位成本比較Copyright?HoughtonMifflinCompany.Allrightsreserved.4-12獲取高效率(cont’d)彈性制造減少?gòu)?fù)雜設(shè)備安裝調(diào)整的時(shí)間來(lái)改善生產(chǎn)排程，來(lái)充分利用個(gè)別機(jī)器并改善質(zhì)量提升效率，降低單位成本大量客制化的兩大目標(biāo):降低成本與差異化Copyright?HoughtonMifflinCompany.Allrightsreserved.4-13成本與產(chǎn)品多樣化的折衷Copyright?HoughtonMifflinCompany.Allrightsreserved.4-14獲取高效率(cont’d)營(yíng)銷Marketing營(yíng)銷策略4P:pricing,promotion,advertising,productdesign,distribution減少客戶拒購(gòu)率，增進(jìn)顧客忠誠(chéng)度Copyright?HoughtonMifflinCompany.Allrightsreserved.4-15顧客忠誠(chéng)度與單位顧客利潤(rùn)的關(guān)系Copyright?HoughtonMifflinCompany.Allrightsreserved.4-16獲得高效率(cont’d)原料管理Materialsmanagement由原料，制程,配銷系統(tǒng)到最終消費(fèi)者所有過(guò)程的管理及時(shí)(JIT)存貨系統(tǒng)供應(yīng)鏈管理Copyright?HoughtonMifflinCompany.Allrightsreserved.4-17獲得高效率(cont’d)研發(fā)的策略R&Dstrategy設(shè)計(jì)容易生產(chǎn)的產(chǎn)品制程的創(chuàng)新Copyright?HoughtonMifflinCompany.Allrightsreserved.4-18獲得高效率(cont’d)人力資源的策略Humanresourcestrategy:員工的生產(chǎn)力employeeproductivity員工招募Hiring員工訓(xùn)練Training自我管理團(tuán)隊(duì)Self-ManagingTeams績(jī)效獎(jiǎng)金PayforPerformanceCopyright?HoughtonMifflinCompany.Allrightsreserved.4-19獲得高效率

(cont’d)信息系統(tǒng)與因特網(wǎng)自動(dòng)互動(dòng)Automatinginteractionsbetween公司與客戶Companyandcustomers公司與供貨商Companyandsuppliers基礎(chǔ)建設(shè)Infrastructure公司架構(gòu)Companystructure,文化culture,領(lǐng)導(dǎo)風(fēng)格styleofstrategicleadership,控制系統(tǒng)controlsystem決定所有創(chuàng)造價(jià)值的活動(dòng)determinecontextofallvaluecreationactivitiesCopyright?HoughtonMifflinCompany.Allrightsreserved.4-20獲得更高效率，價(jià)值創(chuàng)造功能的角色Copyright?HoughtonMifflinCompany.Allrightsreserved.4-21獲得更高的品質(zhì)獲得優(yōu)越可靠性Attainingsuperiorreliability全面質(zhì)量管理Totalqualitymanagement(TQM)改進(jìn)質(zhì)量,降低費(fèi)用改進(jìn)生產(chǎn)力更好的質(zhì)量導(dǎo)致更高的市場(chǎng)占有率和提高價(jià)格增加獲利能力增加工作機(jī)會(huì)Copyright?HoughtonMifflinCompany.Allrightsreserved.4-22TQM計(jì)劃的步驟更清楚的商業(yè)模式不容許不良品與錯(cuò)誤上級(jí)的督導(dǎo)應(yīng)該加以改善員工不可因害怕而不敢提出改進(jìn)意見(jiàn)員工作業(yè)標(biāo)準(zhǔn)應(yīng)該包含質(zhì)量員工應(yīng)該隨時(shí)加以訓(xùn)練全公司的承諾Copyright?HoughtonMifflinCompany.Allrightsreserved.4-23運(yùn)用TQM不同功能間的角色Copyright?HoughtonMifflinCompany.Allrightsreserved.4-24應(yīng)用信賴性來(lái)改良建立組織對(duì)質(zhì)量的認(rèn)同感聚焦于顧客找到衡量質(zhì)量的方法定定目標(biāo)并創(chuàng)造誘因?qū)で髥T工的投入找出客戶背棄我們的原因與供貨商共同努力設(shè)計(jì)更簡(jiǎn)單的生產(chǎn)方式打破功能間的隔閡Copyright?HoughtonMifflinCompany.Allrightsreserved.4-25產(chǎn)品提供之相關(guān)屬性Copyright?HoughtonMifflinCompany.Allrightsreserved.4-26高質(zhì)量

(cont’d)開(kāi)發(fā)最佳的功能了解顧客需要的功能設(shè)計(jì)產(chǎn)品與相關(guān)的服務(wù)來(lái)滿足顧客選擇顧客最需要的功能并加以定位監(jiān)督原有功能的改善并開(kāi)發(fā)新的功能Copyright?HoughtonMifflinCompany.Allrightsreserved.4-27創(chuàng)新創(chuàng)新可以開(kāi)發(fā)新產(chǎn)品以滿足顧客的需求改善既有產(chǎn)品的質(zhì)量降低成本避免被模仿，必須持續(xù)創(chuàng)新經(jīng)常宣布新產(chǎn)品才能維持獲利能力Copyright?HoughtonMifflinCompany.Allrightsreserved.4-28創(chuàng)新失敗的原因不確定性Uncertainty數(shù)量創(chuàng)新與價(jià)值創(chuàng)新沒(méi)有商業(yè)價(jià)值定位不清楚策略迷思營(yíng)銷牛步化，無(wú)法配合創(chuàng)新的腳步Copyright?HoughtonMifflinCompany.Allrightsreserved.4-29獲得超級(jí)的創(chuàng)新(cont’d)創(chuàng)新內(nèi)的競(jìng)爭(zhēng)能力基本與應(yīng)用研發(fā)能力項(xiàng)目選擇與管理Copyright?HoughtonMifflinCompany.Allrightsreserved.4-30發(fā)展瓶頸Copyright?HoughtonMifflinCompany.Allrightsreserved.4-31獲得超級(jí)的創(chuàng)新(cont’d)創(chuàng)新能力跨功能整合研發(fā)團(tuán)隊(duì)部分平行發(fā)展過(guò)程Copyright?HoughtonMifflinCompany.Allrightsreserved.4-32連續(xù)與部分平行發(fā)展過(guò)程Copyright?HoughtonMifflinCompany.Allrightsreserved.4-33獲得高度創(chuàng)新的功能角色Copyri