价值链讨论会

July2005Background,MethodsandManagementPrinciples背景，方法和管理原则July20052005年7月VALUECHAINWORKSHOP价值链讨论会July2005WORKSHOPOBJECTIVES讨论会目标Todevelopdeeperunderstandingofvaluechainsintheglobalfoodsystem发展对于在全球食品系统中价值链的更深层的理解Toaddressvaluechainprojectdesignandformation从事价值链计划的设计和形成Todevelopvaluechainprogramandprojectmanagementskills发展价值链项目和计划管理技术July2005CONTENT内容Part1:Generalintroductiononvaluechaindevelopment部分1：总体介绍价值链发展Part2:Principlesofvaluechainprojectdevelopment部分2：价值链计划发展原理Part3:Casesandcriticalsuccessfactors部分3:案例和重要成功因素July2005PART1GENERALINTRODUCTIONONVALUECHAINDEVELOPMENT部分1：总体介绍价值链发展July2005CHANGESINTHEGLOBALFOODSYSTEM全球食品系统的改变MassindividualisationReactionindustryconcentrationaddedvalueinternationalisationnewtechnologyco-operationFundamentalshiftspluriformconsumersconsumerdrivenmarketaccessindustryresponsibilitysustainablesolutionsChainreversalJuly2005consumertradeproducerconsumerretailPresent•marketpull•longterm•chainorientedPast•productpush•shortterm•linkageorientedtradeproducerretailChainreversalCHANGESINTHEGLOBALFOODSYSTEMJuly2005CHANGESINTHEGLOBALFOODSYSTEMChangingstructureproductionproductsdistributionJuly2005DK:FOTEK/MAPPUK:IGDNL:ACCWORLD-WIDEATTENTIONFORCHAINDEVELOPMENTPT:SPICanada:AFCBrazil:PensaEurope:ECRAustralia:SupermarkettoAsiaJapan:Tie-upfoodchainThailand:SupplyChainFreshProduceUS:ECRandEFRJuly2005Retailstrategy零售策略CHANGESINTHEGLOBALFOODSYSTEM全球食品系统的改变Branding商标Internationalisation国际化Interactivehomeshopping交互式家庭购物Retailactivities零售活动Developingshopfloorbrand发胀购物层商标Investmentsinthesupplychain投资供给链Massmarketing大规模销售Directcustomerrelationships直接客户关系Brandintegrityandbrandculture商标完整和商标文化July2005CHANGESINTHEGLOBALFOODSYSTEM全球食品系统的改变Demandsretailers需求零售商Supplycertainty供给确定性Just-in-time正好及时Consistentproducts一致产品Year-round全年不变的Categorymanagement种类管理Distinctivecapacity特色能力Variation,freshandsafe变化,新鲜和安全Goodprice/qualityperformance合理价格/质量表现July2005CHANGESINTHEGLOBALFOODSYSTEM全球食品系统的改变Newrulesofthegames新游戏规则-relationbasedinsteadoftransactionbased关系为基础的替代交易为基础的-integratedinsteadseparateapproach合作方式替代分离方式-frominternaltoexternalfocus从内部到外部关注-learningbydoing边做边学-fromlinkage-maximisationtochainoptimisation从连接最大化到链最优化July2005“Inthefuture,agri-foodproducers,processorsandretailerswillnolongercompeteasindividualentities.Rather,theywillcollaborateasastrategicvaluechainandcompetewithothervaluechainsinthemarketplace.“将来,农业食物生产者,加工者和零售商将不再作为单个实体竞争.他们将合作成为策略价值链,同市场中其他的价值链竞争JanVanRoekel,ExecutiveDirector,Agro-ChainCompetenceFoundationJuly2005ValueChains:Adefinition价值链:定义Astrategiccollaborationoforganizationsforthepurposeofmeetingspecificmarketobjectivesoverthelongtermandforthemutualbenefitsofall‘links’ofthechain.组织的策略合作以长期满足特定的市场目标和链个环节间的互相利益July2005TraditionalBusinessRelationships传统商业关系•Informationsharing分享信息-Littleornone一点或没有•PrimaryFocus主要关注-Cost/price成本/价格•Orientation定位-Commodity商品•PowerRelationship有力的关系-Supplypush供给推动•Org.Structure组织构造-Independent独立的•Philosophy哲学体系-Selfoptimization个人最优July2005The“Traditional”PictureMarketInformationSupplyJuly2005ValueChainRelationships价值链关系•Informationsharing分享信息-Extensive广泛的•PrimaryFocus主要关注-Value/Quality价值/质量•Orientation定位-DifferentiatedProduct多样产品•PowerRelationship有力的关系-DemandPull需求拉动•Org.Structure有力的关系-Interdependent互相依赖•Philosophy哲学体系-ChainOptimization链最优July2005The“ValueChain”PictureMarketInformationSupplyJuly2005ValueChains:WhyNow?价值链:为什么现在?•Foodsafety:agrowingconcern食品安全:一个增长的关注•Productqualityandconsistency产品质量和一致性•Newproductinnovationanddifferentiation新产品创新和多样化•Aneedtobuildcapacitytorespond需要建立回应的能力•Effectivestrategicalliancescanenhancemarketperformance有效的策略联盟可以加强市场表现July2005NEEDSFORSTRENGTHENINGTHECHAIN需要加强链Quality质量Sustainability长久性Safety安全Health健康Animalwelfare动物福利Lowcoststrategy低成本策略Chainoptimisation链最优化Marketsegmentation市场分割Chaindifferentiation链不同化Productdifferentiationandshorterlifecycles生产不同化和短生命周期Satisfytheneedfor满足需要Integralchaincare整体链注意July2005VALUECHAINDEVELOPMENT价值链发展Plantania(pottedplants)Skovar(pork)Freshcrate(foodandretail)HAK(cannedvegetables)Aquazon(fish)KKM(dairysector)HACCP(fixedmeals)ProfitabilityImageandtrustStandardisationMarketingProduct/marketdev.MilkqualityFoodsafetyTraderFarmerRetailProcessorFarmerProcessorFoodserviceCaseIssueInitiatorStartingpoints开始点July2005VALUECHAINDEVELOPMENT价值链发展-Planning计划-Execution执行-Control控制Chainmanagement链管理-Linksneeded需要链接-Functions,positions,interests功能,位置,兴趣-Strategyandobjectives策略和目标Chainformation链形成-Harmonisationbusinessactivities协调商业活动-Marketing,logistics,IT,quality市场,后勤,信息技术,质量Chain(re)design链设计-Co-making一同制造-Verticalintegration垂直统一管理-Supportivebodies支持团体-Strategicalliances策略联盟Chainorganisation链组织July2005CHAINCOMPETENCE:ASTRATEGICSUCCESSFACTOR链竞争:策略成功因素KnowledgeaboutchainsChainstrategyChainformingChainorganisationChaindesignChainmanagementPartnershippingKnowledgewithinchainsChainmarketingLogisticQualitycontrolInformationflowAddedValueTechnologyIntegrationJuly2005CHAINMANAGEMENTMODEL链管理模型1.Chaininitiator2.Chainstrategy3.Managementchainmembers4.Managementchainresources5.Managementchainprocess6.Valuationendmarkets7.