战略业务层战略.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,第4章,业务层战略,1,主要内容,业务层战略是指一整套相互协调的使命和行动,旨在为客户提供价值,并通过对某一特定产品市场的核心竞争力的利用获得某种竞争优势,。,业务层战略应该明确“顾客价值主张”，并据此形成“战略主题”，然后制定出战略方案和一系列的行动方案。本单元将介绍：,一、战略定位,二、业务层战略,三、不同行业的竞争战略,2,顾客:业务层战略成功的基石,谁:公司所要服务的顾客群,什么:公司想要满足的顾客的需求,如何:公司用以满足顾客需求的核心竞争力.,3,一、战略定位,战略定位是企业相对于竞争对手而确定所处位置的方式。,战略定位就是要明确企业独特的价值取向，从一些成功的个案来看，企业可以把这种定位表达为自己的“战略主题”。企业在制定竞争战略时，有必要归纳出自己的一组战略主题，作为设计价值活动的依据。,4,例：Ikea家具零售商的战略定位,目标市场定位于追求风格又图便宜的年青人,在传统的家具零售价值链中，顾客得到了最大的尊重，但所付出的成本也高；,与之相反，Ikea公司为那些更喜欢低价位而不需要提供服务的顾客提供商品。具体活动包括：,用清晰的展示和标识而不是销售人员提供信息,居室模块设计,备有标准组装配件、包装等仓库,店内婴儿看护,延时服务,5,Ikea公司活动体系图,有限的顾客,服务,顾客自选,模块式家具,设计,低廉的,制造成本,顾客自己运输,解释性目录,信息展示,标签,易于运输与,组装,顾客自己组装,可拆卸的配件,组合,易于生产,配件多样化,有大面积停车,场的郊外,高速通行的,储存设计,更多的即兴,购买,库存中大量,商品,年周转,库存,现场大量存储,全部来自长期,合作的供应商,有限销售人员,增加未来购买,的可能性,家庭设计,成本降低,6,例：成本领先的价值取向,奉行成本领先战略的企业的战略主题并不仅是成本最低，在质量、供货速度以及向顾客提供系列化产品等方面也应达到顾客的要求。,7,例：产品领先的价值取向,产品领先是最为常见的差异化战略。奉行这类战略的企业由于产品性能优异，或是总能够率先推出新产品，因而可以将产品售得更高的价格。,这时竞争的焦点在于竞争对手难以企及的一些产品性能上，以及企业能否抢占先机。,8,例：完整解决方案的价值取向,向顾客提供完整解决方案则是另一类型的差异化战略。,比如IBM公司在生产大型计算机时期，其产品性能并非最好（运算速度比克雷型计算机慢许多），所用技术并非最尖端，但由于其能为客户提供安装、调试、培训、软件、咨询等全套的产品和服务，赢得了良好的市场地位。,9,二、业务层战略,成本,独特性,竞争优势,竞争范围,目标广泛,目标狭窄,聚焦差异化,成本领先,差异化,聚焦成本,领先,10,1.成本领先战略,成本领先战略又称为低成本战略，即使企业的全部成本低于竞争对手的成本，甚至是在同行业中最低的成本。,11,格兰仕“故技重施”,2012年12月，格兰仕再次打响了其“价格屠夫”的名号推出999元滚筒洗衣机，甚至在发布会上效法张瑞敏当场砸烂一台洗衣机，成功吸引了市场的关注。,事实上，从上个世纪90年代开始，格兰仕就是通过价格战一战成名的。格兰仕起初在微波炉行业打起“低价战”，将平均每台3000元的价格，降至300元左右，以极具杀伤力的手段，抢占了微波炉行业半壁江山，荣登第一把交椅。,2000年初，格兰仕再一次企图利用价格战的“杀手锏”在空调业务上有所作为。2008年曾推出过“999元”空调，可惜市场并不买账。,12,达到低成本目标的三个途径,控制成本驱动因素,改造公司的价值链,培养低成本的公司文化,13,控制成本驱动因素,科技进步、技术投资,规模经济,经验曲线效应,关键资源的投入成本,协调与公司有联系的活动,公司内各业务单元活动共享,一体化或外包,提高生产能力利用率,可以在哪些方面控制成本？,14,还记得价值链吗？价值链的各环节如何降低或控制成本？,支持,活动,主要的活动,技术开发,人力资源管理,公司基础设施,采购,内部物流,运营,外部物流,营销及销售,服务,利润,利润,15,与成本领先战略相关连的增值活动,主要业务,辅助业务,人力资源管理,Firm Infrastructure,Procurement,Inbound,Logistics,Operations,营销和销售,服务,利润,利润,Relatively Few Management Layers to Reduce Overhead,Simplified Planning Practices to Reduce Planning Costs,Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes,Timing of Asset Purchases,Efficient Plant Scale to Minimize Manufacturing Costs,Selection of Low Cost Transport Carriers,Delivery Schedule that Reduces Costs,Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials,Located in Close Proximity with Suppliers,Policy Choice of Plant Technology,物流输入,高效的系统,使供货商产品和公司生产流程相连接.,16,主要业务,辅助业务,技术,人力资源管理,公司框架,Procurement,物流输入,Operations,Outbound,Logistics,营销和销售,服务,利润,利润,Relatively Few Management Layers to Reduce Overhead,Effective Training Programs to Improve Worker Efficiency and Effectiveness,Timing of Asset Purchases,Efficient Plant Scale to Minimize Manufacturing Costs,Selection of Low Cost Transport Carriers,Delivery Schedule that Reduces Costs,Products Priced to Generate Sales Volume,Small,Highly Trained Sales Force,Investments in Technology in order to Reduce Costs Associated with Manufacturing Processes,Frequent Evaluation Processes to Monitor Suppliers Performances,Policy Choice of Plant Technology,Organizational Learning,Efficient Order Sizes,运营,运营,利用规模经济来降低成本,建造与生产规模相适应的最有效的生产设备,17,主要业务,辅助业务,技术开发,人力资源管理,公司框架,采购,物流输入,运营,Outbound,Logistics,Marketing,&Sales,Service,利润,MARGIN,Selection of Low Cost Transport Carriers,Delivery Schedule that Reduces Costs,National Scale Advertising,Products Priced to Generate Sales Volume,Small,Highly Trained Sales Force,Effective Product Installations to Reduce Frequency and Severity,of Recalls,Frequent Evaluation Processes to Monitor Suppliers Performances,Efficient Order Sizes,Interrelationships with Sister Units,物流输出,物流输出,选择低成本的运输公司,制定送货日程以降低成本,18,主要业务,辅助业务,技术开发,人力资源管理,公司框架,采购,物流输入,运营,物流输出,Marketing,&Sales,Service,利润,MARGIN,National Scale Advertising,Products Priced to Generate Sales Volume,Small,Highly Trained Sales Force,Effective Product Installations to Reduce Frequency and Severity,of Recalls,营销和销售,产品订价要能够产生巨大的销售额,精干而受过高级培训的销售队伍,营销和销售,19,主要业务,辅助业务,技术开发,人力资源管理,公司框架,采购,物流输入,运营,物流输入,营销和销售,Service,利润,MARGIN,Effective Product Installations to Reduce Frequency and Severity,of Recalls,服务,服务,有效而准确的产品安装,以减少,再次光顾的频率,和难度,20,主要业务,辅助业务,技术开发,人力资源管理,公司框架,Procurement,Inbound,Logistics,Operations,Outbound,Logistics,Marketing,&Sales,Service,MARGIN,利润,Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes,Timing of Asset Purchases,Efficient Plant Scale to Minimize Manufacturing Costs,Selection of Low Cost Transport Carriers,Delivery Schedule that Reduces Costs,National Scale Advertising,Products Priced to Generate Sales Volume,Small,Highly Trained Sales Force,Effective Product Installations to Reduce Frequency and Severity,of Recalls,Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials,Frequent Evaluation Processes to Monitor Suppliers Performances,Located in Close Proximity with Suppliers,Policy Choice of Plant Technology,Efficient Order Sizes,采购,系统和程序,以发现最低成本的原材料,经常性的评估,以检查供货商的工作表现,采购,21,主要业务,辅助业务,Technological Development,人力资源管理,公司框架,Procurement,物流,Service,MARGIN,利润,Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes,Timing of Asset Purchases,Efficient Plant Scale to Minimize Manufacturing Costs,Selection of Low Cost Transport Carriers,Delivery Schedule that Reduces Costs,Products Priced to Generate Sales Volume,Small,Highly Trained Sales Force,Effective Product Installations to Reduce Frequency and Severity,of Recalls,Easy-to-Use Manufacturing Technologies,Investments in Technology in order to Reduce Costs Associated with Manufacturing Processes,Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials,Frequent Evaluation Processes to Monitor Suppliers Performances,技术开发,技术开发,易于使用的生产技术,技术投资以降低与生产流程有关的成本,22,主要业务,辅助业务,Technological Development,Human Resource Management,公司框架,Procurement,物流输入,运营,物流输出,营销和,服务e,利润,利润,Consistent Policies to Reduce Turnover Costs,Effective Training Programs to Improve Worker Efficiency and Effectiveness,Efficient Plant Scale to Minimize Manufacturing Costs,Delivery Schedule that Reduces Costs,Small,Highly Trained Sales Force,Effective Product Installations to Reduce Frequency and Severity,of Recalls,Easy-to-Use Manufacturing Technologies,Investments in Technology in order to Reduce Costs Associated with Manufacturing Processes,Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials,Frequent Evaluation Processes to Monitor Suppliers Performances,人力资源管理,人力资源管理,稳定的政策,以减少人员流动的成本,集中而有效的培训计划,以改善工人的效率和效果,23,主要业务,辅助业务,Technological Development,Human Resource Management,Firm Infrastructure,Procurement,物流输入,运营,物流输出,营销和销售,服务,利润,MARGIN,Cost Effective MIS Systems,Relatively Few Management Layers to Reduce Overhead,Simplified Planning Practices to Reduce Planning Costs,Consistent Policies to Reduce Turnover Costs,Effective Training Programs to Improve Worker Efficiency and Effectiveness,Easy-to-Use Manufacturing Technologies,Investments in Technology in order to Reduce Costs Associated with Manufacturing Processes,Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials,Frequent Evaluation Processes to Monitor Suppliers Performances,公司框架,公司框架,低成本的管理信息系统,简化的计划做法,以降低计划成本,相对较少的管理层次,以降低管理费用,24,格兰仕的成本文化,勤俭办企业,勤俭办一切事情;,永远处在创业状态而非分享财富;,精打细算,不事铺张,注重细节,讲究纪律,遵守程序;,追求简单合适,减少环节,以提高效率减少内耗降低管理成本。,25,德叔小语,努力，让顾客感动！,我们没有能力使广大消费者富裕起来，但我们会尽力使消费者辛勤的劳动成果更富价值。,我们要对得起消费者辛辛苦苦赚来的血汗钱。,26,Motel 6,Motel 6满足的是那些很注重价格的旅行者的要求,即想要一个干净的没有附加服务的地方来过夜的人。Motel 6采取了以下措施：,选择相对便宜的地点建筑住宿房间,通常是州与州的交界和高速公路地段,避免支付高额的黄金地段费用；,只建筑一些基本的设施，没有饭馆和酒吧,也极少有游泳池；,依靠标准的建筑设计,只需要一些并不昂贵的材料和低成本的建筑技术；,房间设施和布置也很简单。,27,低成本战略的适用条件、技能和组织要求,适用条件,基本技能和资源,基本组织要求,市场需求具有价格弹性,持续的资本投资和良好的融资能力,结构分明的组织和责任,所处行业的企业都生产标准化产品,工艺加工技能,以满足严格的定量目标,实现产品差异化的途径很少,对工人严格监督,基础的激励,多数顾客以相同的方式使用产品,所设计的产品易于制造,严格的成本控制,顾客没有转换成本，倾向价格最优惠的产品,低成本的分销系统,经常、详细的控制报告,28,低成本战略的优势和风险,优势,风险,抵挡现有竞争对手的对抗,生产设备可能因竞争者的技术创新而过时,可以抵御买方讨价还价的能力,竞争者的仿效可能后来居上,可以更灵活地处理供应商的提价行为,可能忽视顾客需求,缺乏创新,形成进入障碍,容易受外部如通货膨胀等的影响,与替代品竞争有优势,29,2.差异化战略,所谓差异化战略，是指为使企业产品与竞争对手产品有明显的区别，形成与众不同的特点而采取的战略。,这种战略的重点是创造被全行业和顾客都视为是独特的产品和服务。,30,产品质量的差异化战略,产品可靠性的差异化战略,产品创新的差异化战略,产品特性的差异化战略,产品名称与品牌的差异化战略,服务的差异化战略,差异化战略的形式有哪些？,31,沃尔沃Volvo,沃尔沃代表着安全、精湛、环保和尊荣。,“安全”是沃尔沃最核心的品牌价值。沃尔沃汽车自1927年在瑞典正式下线以来，80多年来始终恪守安全的承诺。,沃尔沃汽车每年都有新的安全技术诞生，例如城市安全系统、自适应巡航控制、盲点信息系统、行人探测系统等。,沃尔沃汽车中国首席执行官柯力世认为：“不管时代怎样变化，对生命的重视与呵护应当是永恒的追求。”,32,与差异化战略有关的增值活动,Firm Infrastructure,Procurement,Inbound,Logistics,Operations,物流输出,营销和销售,服务,利润,利润,主要业务,辅助业务,A companywide emphasis on producing high quality products,Extensive use of subjective rather than objective performance measures,Superior handling of incoming raw materials to minimize damage and improve the quality of the final product,Rapid responses to customers unique manufacturing specifications,Consistent manufacturing of attractive products,Systems and procedures used to find the highest quality raw materials,物流输入,物流输入,原材料供应应优质及时,从而提高最终产品的质量,33,Procurement,物流输入,Operations,Outbound,Logistics,服务,利润,利润,主要业务,辅助业务,A companywide emphasis on producing high quality products,Extensive use of subjective rather than objective performance measures,Rapid responses to customers unique manufacturing specifications,Consistent manufacturing of attractive products,Accurate and responsive order processing procedures,Investments in technologies that will allow the firm to consistently produce highly differentiated products,Purchase of highest quality replacement parts,Rapid and timely product deliveries to customers,Superior personnel training,Strong Coordin-ation among functions in R&D,Marketing and Product Development,运营,运营,对顾客差异化的生产规格反应迅速,不断生产具有吸引力的产品,34,技术,人力资源,公司框架,采购,物流输入,运营,Outbound,Logistics,Marketing,&Sales,Service,利润,MARGIN,主要业务,辅助业务,Accurate and responsive order processing procedures,Complete field stocking of replacement parts,Strong capability in basic research,Purchase of highest quality replacement parts,Rapid and timely product deliveries to customers,Superior personnel training,Extensive personal relationships with buyers,Strong Coordin-ation among functions in R&D,Marketing and Product Development,物流输出,物流输出,准确及时的订单处理程序,迅速守时的送货,35,技术开发,人力资源管理,公司框架,采购,物流输入,运营,物流输出,Marketing,&Sales,Service,利润,MARGIN,主要业务,辅助业务,Complete field stocking of replacement parts,Strong capability in basic research,Superior personnel training,Extensive personal relationships with buyers,Strong Coordin-ation among functions in R&D,Marketing and Product Development,Premium Pricing,营销和销售,营销和销售,与买方和供应商建立广泛的个人关系,广泛授权顾客凭信用购买,36,技术开发,人力资源管理,公司框架,采购,物流输入,运营,物流输出,营销和销售,Service,利润,MARGIN,主要业务,辅助业务,Complete field stocking of replacement parts,Strong capability in basic research,Superior personnel training,服务,服务,全面的买方培训以确保高质量的产品安装,替换部件,储备,齐全,37,技术开发,人力资源管理,公司框架,Procurement,Inbound,Logistics,Operations,Outbound,Logistics,Marketing,&Sales,Service,MARGIN,利润,主要业务,辅助业务,Superior handling of incoming raw materials to minimize damage and improve the quality of the final product,Rapid responses to customers unique manufacturing specifications,Consistent manufacturing of attractive products,Accurate and responsive order processing procedures,Complete field stocking of replacement parts,Systems and procedures used to find the highest quality raw materials,Purchase of highest quality replacement parts,Rapid and timely product deliveries to customers,Extensive personal relationships with buyers,Strong Coordin-ation among functions in R&D,Marketing and Product Development,Premium Pricing,采购,采购,选择质量最优的原材料,购买质量最优的替换部件,38,Technological Development,人力资源管理,公司框架,Procurement,Service,利润,主要业务,辅助业务,Superior handling of incoming raw materials to minimize damage and improve the quality of the final product,Consistent manufacturing of attractive products,Accurate and responsive order processing procedures,Complete field stocking of replacement parts,Strong capability in basic research,Investments in technologies that will allow the firm to consistently produce highly differentiated products,Systems and procedures used to find the highest quality raw materials,Purchase of highest quality replacement parts,Strong Coordin-ation among functions in R&D,Marketing and Product Development,技术开发,技术开发,投资于能使公司生产出高差异化产品的技术,基础研发能力强,39,Technological Development,Human Resource Management,公司框架,Procurement,物流,运营,物流输出,营销和,服务e,利润,利润,主要业务,辅助业务,Compensation programs intended to encourage worker creativity and productivity,Extensive use of subjective rather than objective performance measures,Consistent manufacturing of attractive products,Accurate and responsive order processing procedures,Complete field stocking of replacement parts,Strong capability in basic research,Investments in technologies that will allow the firm to consistently produce highly differentiated products,Systems and procedures used to find the highest quality raw materials,Purchase of highest quality replacement parts,Superior personnel training,Coordination among R&D,product development and marketing,人力资源管理,人力资源管理,制定有利于激发员工创造性和生产力的薪金制度,广泛采用主观而非客观的绩效评估,良好的员工培训,40,Technological Development,Human Resource Management,Firm Infrastructure,Procurement,物流输入,运营,物流输出,营销和销售,服务,利润,MARGIN,主要业务,辅助业务,A companywide emphasis on producing high quality products,Highly Developed Information Systems to better understand customers purchasing preferences,Compensation programs intended to encourage worker creativity and productivity,Extensive use of subjective rather than objective performance measures,Strong capability in basic research,Investments in technologies that will allow the firm to consistently produce highly differentiated products,Systems and procedures used to find the highest quality raw materials,Purchase of highest quality replacement parts,Superior personnel training,Coordination among R&D,product development and marketing,公司框架,公司框架,在全公司范围内强调生产高质量产品的重要性,高度发达的管理信息系统,以更好地理解顾客的购买偏好,41,丽思卡尔顿,丽思卡尔顿的服务对象是那些愿意支付且支付得起高级住宿和一流个人服务的旅行者和度假者。其特色是：,黄金地段,从很多房间都能看到如画的风景；,定制式的建筑设计；,幽雅的饭店，食物精美、名厨主理；,雅致的休息间和酒吧；,游泳池、健身设施以及其他休闲设施；,高级的房间；,适时适地的顾客服务和娱乐休闲机会；,大规模受过很好专业训练的工作班子，他们为使每一个顾客的逗留都非常惬意而竭尽全力。,42,三亚丽思卡尔顿酒店,43,亚龙湾丽思卡尔顿酒店,44,广州富力丽思卡尔顿酒店,45,差异化战略的适用条件、技能和组织要求,适用条件,技能和资源,组织要求,有多种顾客认同的产品或服务差异化的途径,用户对产品的使用和需求是不同的,奉行差异化战略的竞争对手不多,强大的生产营销能力,产品加工工艺技能,对创造性的鉴别能力,很强基础研究能力,在质量或技术上领先的公司声誉,在产业中有悠久的传统或具有从其他业务中得到的独特技能组合,得到销售渠道的高度合作,在研究与开发、产品开发和市场营销部门之间的密切合作,重视主观评价和激励，而不是定量指标,有轻松愉快的气氛，以吸引高技能工人、科学家和创造性人才,46,差异化战略的收益和风险,收益,风险,建立起顾客对产品或服务的认识和信赖，避免竞争对手的侵害,形成差别化的成本可能很高，可能丧失部分顾客,降低购买商对价格的敏感度,顾客变得更加精明起来，他们降低了对产品或服务差异化的要求,产生的高边际收益增强了企业对付供应商讨价还价的能力,差异产品的优点很可能为竞争对手所模仿或竞争对手推出更有差别化的产品,，削弱产品的优势,伪造,顾客对商标的信赖和忠诚形成行业进入障碍,建立起顾客对本产品的信赖，使得替代品无法在性能上与之竞争,47,差异化战略的核心是要赢得顾客对产品特色的认同，而有些特色却未必符合顾客的要求。,48,3.聚焦战略,聚焦战略是指企业或事业部采用低成本战略或差异化战略时，同时将经营重点集中在市场或产品的某一部分。,这种战略的重点是瞄准某个特定的用户群体某种细分的产品线或某个细分市场。,聚焦战略分为两种:聚焦成本领先战略和聚焦差异化战略。,49,阿尔迪的经营个性,阿尔迪是德国一家以经营食品为主的连锁超市,是德国最大的食品连锁企业。,阿尔迪的服务对象主要是低收入的工薪阶层无固定收入的居民及退休的老年人。此外,阿尔迪还特别关注大学生及外籍工人的需求。,阿尔迪以“服务大众”为原则,商品品种对路质量可靠价格低廉。,50,批量订货压缩成本,控制种类扩大销量,自创品牌不做广告,慎重择址压低成本,高效配送加快周转,阿尔迪的做法,51,面点王,面点王在深圳的餐厅数量和营业面积现已超过了肯德鸡和麦当劳。每天用餐高峰时众多前来就餐的人，成了面点王的一大景观。,面点王把自己的目标市场定为北方白领阶层，认真研究他们的需要，围绕面食设计了150多道食品，满足他们多样化的消费需求。,面点王的负责人算了一笔帐：深圳300多万人口中大约有50多万为白领阶层，其中一半为北方人，这样一来，企业