供应链复习提纲

Chapter1UnderstandingtheSupplyChain1.1WhatisaSupplyChain?1.2TheObjectiveofaSupplyChain1.3TheImportanceofSupplyChainDecisions1.4DecisionPhasesinaSupplyChain1.5ProcessViewsofaSupplyChain1.6ExamplesofSupplyChainsDiscussthegoalofasupplychainandexplaintheimpactofsupplychaindecisionsonthesuccessIdentifythethreekeysupplychaindecisionphasesandexplainthesignificanceofeachone.Describethecycleandpush/pullviewsofClassifythesupplychainmacroprocessesinafirm.1.1WhatisaSupplyChain?什么是供应链?Asupplychainconsistsofallpartiesinvolved,directlyorindirectly,infulfillingacustomerrequest.供应链包括直接或间接参与实现客户要求的所有各方。Thesupplychainincludesnotonlythemanufacturerandsuppliers,butalsotransporters,warehouses,retailers,andevencustomersthemselves.供应链不仅包括制造商和供应商，还包括运输商、仓库、零售商，甚至客户本身。Witheachorganization,suchasamanufacturer,thesupplychainincludesallfunctionsinvolvedinreceivingandfillingacustomerrequest.对于每个组织，如制造商，供应链包括接收和填写客户请求所涉及的所有功能。Thesefunctionsinclude,butarenotlimitedto,newproductdevelopment,marketing,operations,distribution,finance,andcustomerservice.这些功能包括但不限于新产品开发、市场营销、运营、分销、财务和客户服务。TheDefinitionofSupplyChain供应链的定义Supplychainincludes:供应链包括：ExternalSupplyChain外部供应链InternalSupplyChain内部供应链ExternalSupplyChain:Consistsofallpartiesinvolved,directlyorindirectly,infulfillingacustomerrequest.由所有相关方直接或间接履行客户要求。InternalSupplyChain:Includesallfunctionsinvolvedinreceivingandfillingacustomerrequest.包括接收和填写客户请求所涉及的所有功能。Asupplychainisdynamicandinvolvestheconstantflowofinformation,product,andfundsamongdifferentstages.供应链是动态的，涉及到信息、产品和资金在不同阶段的不断流动。Atypicalsupplychainmayinvolveavarietyofstages,includingthefollowing:一个典型的供应链可能涉及到多个阶段，包括以下几个方面：Customers顾客Retailers零售商Wholesalers/distributors批发商Manufacturers制造商Component/rawmaterialsuppliers零部件/原材料供应商Eachstageinasupplychainisconnectedthroughtheflowofproducts,information,andfunds.供应链中的每个阶段都是通过产品、信息和资金的流动来连接的。Theseflowsoftenoccurinbothdirectionsandmaybemanagedbyoneofthestagesoranintermediary.这些流动经常发生在两个方向上，并且可以由一个阶段或中间层管理。补充资料：供应链其他定义供应链是围绕核心企业，通过对信息流、物流、资金流的控制，从采购原材料开始，制成中间产品以及最终产品，最后由销售网络把产品送到消费者手中的将供应商、制造商、分销商、零售商，直到最终用户连成一个整体的功能网链结构。---马士华《供应链管理。Thesupplychainisthecoreenterprise,throughthecontroloftheinformationflow,logistics,capitalflow,fromthepurchaseofrawmaterials,intotheintermediateproductsandfinalproducts.Finally,thesalesnetworksendstheproducttotheconsumer,thesupplier,themanufacturer,thedistributor,theretailer,untiltheenduserisintegratedintoawholefunctionalnetworkchainstructure.Theappropriatedesignofthesupplychaindependsonboththecustomer’sneedsandtherolesplayedbythestagesinvolved.供应链的适当设计既取决于客户的需求，也取决于所涉及的阶段所扮演的角色。Discuss：Whenadistributor(分销商/代理商)isneeded?戴尔公司的供应链管理成功的关键是其供应链管理始终以渠道流程优化为核心实现策略。具体表现在以下三个方面:第一,直销原则。直销(DirectBusinessModel)在DELL公司具体体现为基于最终客户需求的模式,就是由DELL公司建立一套与客户联系的渠道,由客户直接向DELL公司发订单。订单中可以详细列出所需的配置,然后公司“按单生产”。第二,以信息代替存货。DELL公司为什么敢提出“零库存”这个大胆的理念?主要原因就是因为公司基于其强大的渠道流程优化能力,通过处理信息资源创造价值。传统分销代理渠道是存贮货物的水渠,厂商的库存是压在分销渠道中的,这样一来很难做到“零库存”。第三,价值整体创造。价值整体创造在DELL公司被具体化为“与客户结盟”的战略,DELL公司打破了传统意义上“厂家”与“供应商”之间的供需配给,始终保持与客户的实时互动,及时得到第一手的客户反馈和需求,然后根据客户需求接受定单,再进行以客户需求为导向的产品制造。这样就能保证按照客户需求提供产品。这是一个良性循环的过程。ThekeytothesuccessofDELL'ssupplychainmanagementisitssupplychainmanagement,whichalwaysfocusesontheoptimizationofchannelflow.Thespecificperformanceinthefollowingthreeaspects:First,theprincipleofdirectselling.Directsales(DirectBusinessModel)isembodiedintheDELLcompanybasedontheendcustomerdemandmodel,whichistoestablishasetofchannelstocontactthecustomersbyDELLcompany,andsendordersdirectlyfromthecustomertotheDELLcompany.Orderscanbelistedindetailintherequiredconfiguration,andthenthecompanyperorderproduction.Second,replacethestockwithinformation.WhydoDELLcompaniesdaretoputforwardzeroinventoryofthisboldidea?Themainreasonisthatthecompanyisbasedonitspowerfulchanneloptimizationabilitytocreatevaluebyprocessinginformationresources.Thetraditionaldistributionagentisthecanalforstoringthegoods.Theinventoryofthemanufacturersisconfinedtothedistributionchannels,soitisverydifficulttoachievezeroinventory.Third,valueiscreatedasawhole.TheoverallvaluecreationofDELLcompanyisspecifictoalliancewithcustomersstrategy,DELLcompanybrokethetraditionalsenseofmanufacturerandsupplierbetweensupplyanddemand,alwaysmaintainreal-timeinteractionwithcustomers,getthefirsthandcustomerfeedbackanddemand,andthenacceptordersaccordingtocustomerneeds,andthentakecustomersCustomerdemandorientedproductmanufacturing.Thisensuresthatproductscanbesuppliedaccordingtocustomerneeds.Thisisavirtuouscycle.1.2TheObjectiveofaSupplyChain供应链的目标Theobjectiveofeverysupplychainshouldbetomaximizetheoverallvaluegenerated.每个供应链的目标应该是使所产生的总价值最大化。SupplyChainSurplus=CustomerValue–SupplyChainCost供应链剩余=顾客价值—供应链成本Customervalue:canbeestimatedbythemaximumamountthecustomeriswillingtopayforit顾客价值：可以由顾客愿意支付的最大金额来估算。ConsumerSurplus=CustomerValue–Price消费者剩余=顾客价值–价格.Supplychaincost:Theflowsofinformation,product,andfundsincurcosts.供应链成本：信息流、产品流和资金流产生成本。Thesupplychainincurcoststoconveyinformation,producecomponentsandproducts,storethem,transportthem,transferfunds,andsoon.供应链产生成本来传递信息、生产部件和产品、存储它们、运输它们