专业英语物流与供应链管理 1.ppt

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1、Chapter 1 Logistics and competitive strategyThis chapter:nIntroduces the concept of logistics with a brief review of its origins in military strategy and its subsequent adoption within industry.n简要回顾物流在军事战略中的起源及在各简要回顾物流在军事战略中的起源及在各行各业中的应用，介绍物流的概念。行各业中的应用，介绍物流的概念。nHighlights the principles of competi

2、tive strategy and the pursuit of differentiation through the development of productivity and value advantage.n强调竞争策略的原则，说明应通过发展生强调竞争策略的原则，说明应通过发展生产力和价值优势来追求产品差异化。产力和价值优势来追求产品差异化。nExplain the concept of the value chain and the integrative role of logistics within the organization.n解释什么是价值链，描述了在企业整合过解

3、释什么是价值链，描述了在企业整合过程中程中“物流物流”所扮演的角色。所扮演的角色。nDescribes the emerging discipline of supply chain management,defining it and explaining how and why it takes the principles of logistics forward.n 给出给出“供应链管理供应链管理”理论的定义，描述该理论的定义，描述该理论出现的过程，解释物流概念发展的原理论出现的过程，解释物流概念发展的原因及如何发展。因及如何发展。contentsnCompetitive advant

4、agenGaining competitive advantage through logisticsnThe mission of logistics managementnThe supply chain and competitive performancenThe changing logistics environmentnSummary 1.History Background In the early part of 1991 the world was a given a dramatic example of the importance of logistics.Half

5、a million people and over half a million tonnesof material and supplies were airlifted 12,000 kilometers with a further 2.3 million tonnes（公吨=1000公斤）of equipment moved by sea all of this achieved in a matter of months.It has been argued that the defeat of the British in the American war of independe

6、nce can largely attributed to logistics failure.在美国独立战争中，英军的失败主要归咎于它在物流策略上的失误。In the Second World War logistics also played a major role.The Allied Forces（盟军,联军）invasion of Europe was a highly skilled exercise in logistics,as was the defeat of Rommel（隆美尔姓氏 1891-1944,纳粹德国陆军元帅,二次世界大战时任北非战场德军司令官,后以图谋推翻

7、希特勒,被逼自杀）in the desert.第二次世界大战中，物流同样扮演着举足轻重的角色。欧洲联军是一支在物流方面训练有素的军队，它们打败了素有“沙漠之狐”之称的隆美尔。nIt is only in the recent past that business organization have come to recognize the vital impact that logistics management can have in the achievement of competitive advantage.The definition of Logistics manageme

8、ntnArch Shaw pointed out in 1915.nIt has taken a further 70 years or so for the basic principle of logistics management to be clearly defined.nLogistics is the process of strategically managing the procurement,movement and storage of materials,parts and finished inventory(and the related information

9、 flows)through the organization and its marketing channels in such a way that current and future profitability are maximized through the cost-effective fulfillment of orders.物流是一个过程，它对企业及其所有营销渠道，从战略的角度管理原材料、零部件和最终库存品（包括相关信息流）的采购、流通和存储，以低成本完成订单，从而实现当前和未来的收益最大化。2.Competitive advantageQuestion 1Questio

10、n 1nWhats a central theme of this book according to the first paragraph?nIt is that effective logistics management can provide a major source of competitive advantage in other words a position of enduring superiority over competitors in terms of customer preference may be achieved through logistics.

11、nWhats the basic successful factors in the marketplace?n it is the“Three CS”:nThe CompanynIts CustomersnIts CompetitorsQuestion 2Question 2Assets&UtilizationNeeds seeking benefits at acceptable pricesAssets&UtilizationCustomersCompany CompetitorsCost DifferentialsCompetitive advantage and the three

12、CS valueValue在可接受的价格下寻找价值资产和利用率nThe source of competitive advantage is found firstly in the ability of the organization to differentiate itself,in the eyes of the customers,from its competition and secondly by operating at a lower cost and hence at greater profit.竞争优势首先源于企业标新立异的能力，企业只有自身与众不同，才能在客户眼中

13、脱颖而出；其次，竞争优势源于比竞争对手更低的运营成本及因此获得的高利润。Question 3Question 3Whats the source of competitive advantage?Question 4Question 4nWhats the bases of success in any competitive context?nAt its most elemental,commercial success derives either from a cost advantage or a value advantage or,ideally,both.Two vectors

14、 of competitive advantagen1.Productivity advantage In many industries there will typically be one competitor who will be the low cost producer and,that competitor will have the greatest sales volume in the sector.Big is beautiful when it comes to cost advantage.任何行业中都有制造成本低廉的竞争者，这些竞争者通常也在该领域有着最大销量。当

15、提到成本优势时就会提到“规模”。Fig1.2 The experience curve总产量单位成本Question 5 nBy tradition viewpoint,how to gain coat reduction?nTraditionally,it has been suggested that the main route to cost reduction was by gaining greater sales volume and there can be no doubt about the close linkage between relative market sha

16、re and relative costs.nLogistics management can provide a multitude of ways to increase efficiency and productivity and hence contribute significantly to reduced unit costs.在提高效益和生产力、降低单位成本上，物流管理能够提供更多的方法。n2 Value advantagenAn axiom(公理):Customers dont buy products,they buy benefits.pIt means:The pro

17、duct is purchased not for itself but for the promise of what it will deliver.消费者不是购买产品，而是购买利益。产品被购买不是因为产品本身，而是因为它所提供的利益。Question 6nWhy do companies seek to add additional values?nUnless the product or service can be distinguished in some way from its competitors there is a strong likelihood that the

18、 marketplace will view it as a commodity and so the sale will tend to go to the cheapest supplier.So companies must seek to add additional values to their offering to mark it out from the competition.nAdding value through differentiation is a powerful means of achieving a defensible advantage in the

19、 market.要想在市场中成功获得对手无法轻松赶超的优势，就得考虑通过差异性提高价值。Question 7nWhat are the means by which value differentiation may be gained?nEssentially the development of a strategy based upon added values will normally require a more segmented approach to the market.nEqually powerful as a means of adding value is serv

20、ice.具有同等效力的是服务。nIn practice what we find is that the successful companies will often seek to achieve a position based upon both a productivity advantage and a value advantage.实际上，我们发现，企业总是希望处在一个既拥有成本优势又拥有价值优势的位置上。Service leaderCost and service leaderCommodity marketCostleaderProductivity advantage V

21、alue advantageLo Hi LoHilogistics and competitive advantage服务领先者成本和服务领先者商品市场成本领先者Question 9nWhats the ways for companies to get out of commodity quadrant?nCost leader strategiesnDifferentiation strategies through service excellenceQuestion 10nHow to achieve a cost advantage?nAn increasingly powerful

22、 route to achieving a cost advantage comes not to necessarily through volume and the economies of scale but instead through logistics management.依靠销量和经济规模来取得成本优势变得越发无效，取而代之的是依靠物流管理。Relative delivered costsRelative differentiationHiLo HiLomarketing logistics strategic goal 相关送货成本相关送货成本相关送货成本相关送货成本相相相

23、相关关关关差差差差异异异异性性性性nAbove-mentioned figure clearly presents the strategic challenge to logistics:it is to seek our strategies that will take the business way from the commodity end of the market towards a securer position of strength based upon differentiation and cost advantage.上图清晰地描绘了这种挑战：企业需要制定能远离

24、市场最差位置无差异“商品市场”的策略，使自己进入有利的位置。在这个位置上，企业既能够提供价值差异，又具有成本优势。3.Gaining competitive advantage through logisticsnValue chain-Michael PorternValue chain can be categorized into two types-primary activities and support activities（P11）.nCompetitive advantage is derived from the way in which firms organize an

25、d perform these discrete activities within the value chain.价值链可概括为两种类型价值链可概括为两种类型主要主要活动和支持性活动。活动和支持性活动。nTo gain competitive advantage over its rivals,a firm must deliver value to its customers through performing these activities more efficiently than its competitors or by performing the activities i

26、n a unique way that creates greater differentiation.为了比竞争对手更具优势，为了比竞争对手更具优势，企业就必须在进行这些活企业就必须在进行这些活动时做得比竞争对手更有动时做得比竞争对手更有效。效。nLogistics management has the potential to assist the organization in the achievement of both a cost/productivity advantage and a value advantage(see figure 1.6 ).物流管理能帮助企业物流管理

27、能帮助企业在成本和价值两方在成本和价值两方面同时取得优势。面同时取得优势。nThe underlying philosophy behind the logistics concept is that of planning and co-ordinating the materials flow from source to user as an integrated system rather than,as was so often the case in the past,managing the goods flow as a series of independent activi

28、ties.物流概念中有这样一个内在的原理：物流概念中有这样一个内在的原理：应该把从原料到客户的物料流通，作应该把从原料到客户的物料流通，作为一体化的系统进行计划和协调，而为一体化的系统进行计划和协调，而不要像过去那样将管理物料流通作为不要像过去那样将管理物料流通作为 一系列独立的活动。一系列独立的活动。nThus under a logistics management regime（体制）体制）the goal is to link the marketplace,the distribution network,the manufacturing process and the procu

29、rement activity in such a way that customers are serviced at a higher level and yet at a lower cost.nIn other words to achieve the goal of competitive advantage through both cost reduction and service enhancement.加强营销、网络系统配加强营销、网络系统配送、制造过程、采购活送、制造过程、采购活动的联系，以更低的成动的联系，以更低的成本实现更优质的服务。本实现更优质的服务。4.The m

30、ission of logistics managementnThe mission of logistics management is to plan and co-ordinate all activities necessary to achieve desired levels of delivered service and quality at lowest possible cost.物流管理的使命是计划和物流管理的使命是计划和协协调所有必要活动，以便在调所有必要活动，以便在达达到期望的服务水平和产品到期望的服务水平和产品质质量的同时，尽可能降低成量的同时，尽可能降低成本。本。

31、nLogistics must therefore be seen as Logistics must therefore be seen as the linkthe link between the marketplace and between the marketplace and the operating activity of the the operating activity of the business.business.nThe scope of logisticsThe scope of logistics spans the spans the organizati

32、on,from the management of organization,from the management of raw materials through to the delivery raw materials through to the delivery of the final product.of the final product.Logistics management processRequirements information flowSuppliersProcurementOperationsDistributionsCustomersMaterials f

33、low物料流物料流需求信息流需求信息流QUESTIONQUESTIONnWhat is about the relationship between marketing and manufacture in traditional enterprise?How to improve it?n在传统企业中，营销和制造活动的关系在传统企业中，营销和制造活动的关系如何？应如何改善如何？应如何改善(P13)(P13)？nIn todays more turbulent environment,In todays more turbulent environment,there is no longer

34、 any possibility of there is no longer any possibility of manufacturing and marketing acting manufacturing and marketing acting independently of each other.independently of each other.nIt is no coincidence that in recent It is no coincidence that in recent years both marketing and manufacturing year

35、s both marketing and manufacturing have become the focus of renewed have become the focus of renewed attention.attention.Marketing recognitionnMarketing as a concept and philosophy of customer orientation now enjoys a wider acceptance than ever in the western world.nIt is now generally accepted that

36、 the need to understand and meet customer requirement is a prerequisite for survival.Manufacturing recognitionnAt the same time,in the search for improved cost competitiveness,manufacturing management has been the subject of a massive renaissance.n New ideas FMS and new inventory approaches such as,

37、JIT,MRP have been introduced.Procurement recognitionEqually there has been a growing recognition of the critical role that procurement plays in creating and sustaining competitive advantage as part of an integrated logistics process.作为一体化物流的一部分，作为一体化物流的一部分，在创造和维持竞争优势上，在创造和维持竞争优势上，采购扮演着日趋重要的角采购扮演着日趋重

38、要的角色。色。nIn this scheme of things,In this scheme of things,logistics is therefore essentially logistics is therefore essentially an integrative concept that seeks an integrative concept that seeks to develop a system-wide view of to develop a system-wide view of the firm.the firm.因此，从本质上讲，物流因此，从本质上讲，

39、物流管理就是一体化的概念，管理就是一体化的概念，这一概念要求从系统的角这一概念要求从系统的角度审视企业。度审视企业。nIdeally there should be a one-Ideally there should be a one-plan mentality within the business plan mentality within the business which seeks to replace the which seeks to replace the conventional stand-alone and separate conventional stand-

40、alone and separate plan of marketing,distribution,plan of marketing,distribution,production and procurement.production and procurement.nThis,quite simply,is This,quite simply,is the missionthe mission of of logistics management.logistics management.5.The supply chain and competitive performancenTrad

41、itionally most organizations have Traditionally most organizations have viewed themselves as entities that exist viewed themselves as entities that exist independently from others and indeed need independently from others and indeed need to compete with them in order to survive.to compete with them

42、in order to survive.nHowever such a philosophy can be self-However such a philosophy can be self-defeating(defeating(不攻自破不攻自破)if it leads to an)if it leads to an unwillingness to cooperate in order unwillingness to cooperate in order pete.nBehind this seemingly paradoxical concept Behind this seemin

43、gly paradoxical concept is is the idea of supply chain integrationthe idea of supply chain integration.The supply chain is the network of organizations that are involved，through upstream and downstream linkages，in the different processes and activities that produce value in the form of products and

44、services in the hands of the ultimate consumer.供应链是相互关联的企业形成的网络，要求位于上下游的企业间相互联系，在不同进程和活动中以产品或服务的形式创造对客户有用的价值。nSupply chain management is not the same as“vertical integration”.nSupply chain management is in fact no more than an extension of the logic of logistics.供应链管理和“纵向一体化”不同。供应链不仅是物流的简单扩展。nIn the

45、 pastIn the past it was often the case that it was often the case that relationships with suppliers and downstream relationships with suppliers and downstream customers(such as distributorscustomers(such as distributors经销商经销商 or or retailers)were retailers)were adversarialadversarial rather than co-

46、rather than co-operative.operative.nBut all costs will ultimately make their way to But all costs will ultimately make their way to the final marketplace to be reflected in the the final marketplace to be reflected in the price paid by the end user.price paid by the end user.nThe leading-edge compan

47、ies recognize the The leading-edge companies recognize the fallacy and instead to seek fallacy and instead to seek to make the supply to make the supply chain as a wholechain as a whole more competitive through the more competitive through the value it adds and the cost that it reduces value it adds

48、 and the cost that it reduces overall.overall.nThey have realized that the real competition is They have realized that the real competition is not company against company but not company against company but rather supply rather supply chain against supply chain.chain against supply chain.nLogistics

49、is essentially a planning orientation and framework that seeks to create a single plan for the flow of product and information through a business.nSupply chain management builds upon the framework and seeks to achieve linkage and co-ordination between processes of other entities in the pipeline,i.e.

50、suppliers and customers,and the organization itself.供应链管理给出这个框架，供应链管理给出这个框架，并在整个链条的各环节并在整个链条的各环节之间实现无缝连接与合之间实现无缝连接与合作，如在供应商、客户作，如在供应商、客户及组织自身之间。及组织自身之间。The definition of SCMnThe management of upstream and downstream relationships with suppliers and customers to deliver superior customer value at les