價值鏈討論會

Background,MethodsandManagementPrinciples背景，方法和管理原則July20052005年7月VALUECHAINWORKSHOP價值鏈討論會Canada,November1999WORKSHOPOBJECTIVES討論會目標Todevelopdeeperunderstandingofvaluechainsintheglobalfoodsystem發(fā)展對于在全球食品系統(tǒng)中價值鏈的更深層的理解Toaddressvaluechainprojectdesignandformation從事價值鏈計劃的設(shè)計和形成Todevelopvaluechainprogramandprojectmanagementskills發(fā)展價值鏈項目和計劃管理技術(shù)Canada,November1999CONTENT內(nèi)容 Part1:Generalintroductiononvaluechaindevelopment部分1：總體介紹價值鏈發(fā)展Part2:Principlesofvaluechainprojectdevelopment部分2：價值鏈計劃發(fā)展原理Part3:Casesandcriticalsuccessfactors部分3:案例和重要成功因素Canada,November1999PART1GENERALINTRODUCTIONONVALUECHAINDEVELOPMENT部分1：總體介紹價值鏈發(fā)展Canada,November1999CHANGESINTHEGLOBALFOODSYSTEM全球食品系統(tǒng)的改變MassindividualisationReactionindustryconcentrationaddedvalueinternationalisationnewtechnologyco-operationFundamentalshiftspluriformconsumersconsumerdrivenmarketaccessindustryresponsibilitysustainablesolutionsChainreversalCanada,November1999consumertradeproducerconsumerretailPresentmarketpulllongtermchainorientedPastproductpushshorttermlinkageorientedtradeproducerretailChainreversalCHANGESINTHEGLOBALFOODSYSTEMCanada,November1999CHANGESINTHEGLOBALFOODSYSTEMChangingstructureproductionproductsdistributionCanada,November1999DK:FOTEK/MAPPUK:IGDNL:ACCWORLD-WIDEATTENTIONFORCHAINDEVELOPMENTPT:SPICanada:AFCBrazil:PensaEurope:ECRAustralia:Supermarket toAsiaJapan:Tie-upfoodchainThailand:SupplyChainFreshProduceUS:ECRandEFRCanada,November1999Retailstrategy零售策略CHANGESINTHEGLOBALFOODSYSTEM全球食品系統(tǒng)的改變Branding商標Internationalisation國際化Interactivehomeshopping交互式家庭購物Retailactivities零售活動Developingshopfloorbrand發(fā)脹購物層商標Investmentsinthesupplychain投資供給鏈Massmarketing大規(guī)模銷售Directcustomerrelationships直接客戶關(guān)系Brandintegrityandbrandculture商標完整和商標文化Canada,November1999CHANGESINTHEGLOBALFOODSYSTEM全球食品系統(tǒng)的改變Demandsretailers需求零售商Supplycertainty供給確定性Just-in-time正好及時Consistentproducts一致產(chǎn)品Year-round全年不變的Categorymanagement種類管理Distinctivecapacity特色能力Variation,freshandsafe變化,新鮮和安全Goodprice/qualityperformance合理價格/質(zhì)量表現(xiàn)Canada,November1999CHANGESINTHEGLOBALFOODSYSTEM全球食品系統(tǒng)的改變Newrulesofthegames新游戲規(guī)則-relationbasedinsteadoftransactionbased關(guān)系為基礎(chǔ)的替代交易為基礎(chǔ)的-integratedinsteadseparateapproach合作方式替代分離方式-frominternaltoexternalfocus從內(nèi)部到外部關(guān)注-learningbydoing邊做邊學(xué)-fromlinkage-maximisationtochainoptimisation從連接最大化到鏈最優(yōu)化Canada,November1999“Inthefuture,agri-foodproducers,processorsandretailerswillnolongercompeteasindividualentities.Rather,theywillcollaborateasastrategicvaluechainandcompetewithothervaluechainsinthemarketplace.“將來,農(nóng)業(yè)食物生產(chǎn)者,加工者和零售商將不再作為單個實體競爭.他們將合作成為策略價值鏈,同市場中其他的價值鏈競爭JanVanRoekel,ExecutiveDirector,Agro-ChainCompetenceFoundationCanada,November1999ValueChains:Adefinition

價值鏈:定義Astrategiccollaborationoforganizationsforthepurposeofmeetingspecificmarketobjectivesoverthelongtermandforthemutualbenefitsofall‘links’ofthechain.組織的策略合作以長期滿足特定的市場目標和鏈個環(huán)節(jié)間的互相利益Canada,November1999TraditionalBusinessRelationships傳統(tǒng)商業(yè)關(guān)系Informationsharing分享信息-Littleornone一點或沒有PrimaryFocus主要關(guān)注 -Cost/price成本/價格Orientation定位 -Commodity商品PowerRelationship有力的關(guān)系-Supplypush供給推動Org.Structure組織構(gòu)造 -Independent獨立的Philosophy哲學(xué)體系 -Selfoptimization個人最優(yōu)Canada,November1999The“Traditional”PictureMarketInformationSupplyCanada,November1999ValueChainRelationships價值鏈關(guān)系Informationsharing分享信息 -Extensive廣泛的PrimaryFocus主要關(guān)注 -Value/Quality價值/質(zhì)量Orientation定位 -DifferentiatedProduct多樣產(chǎn)品PowerRelationship有力的關(guān)系 -DemandPull需求拉動Org.Structure有力的關(guān)系 -Interdependent互相依賴Philosophy哲學(xué)體系 -ChainOptimization鏈最優(yōu)Canada,November1999The“ValueChain”PictureMarketInformationSupplyCanada,November1999ValueChains:WhyNow?

價值鏈:為什么現(xiàn)在?Foodsafety:agrowingconcern食品安全:一個增長的關(guān)注Productqualityandconsistency產(chǎn)品質(zhì)量和一致性Newproductinnovationanddifferentiation新產(chǎn)品創(chuàng)新和多樣化Aneedtobuildcapacitytorespond需要建立回應(yīng)的能力Effectivestrategicalliancescanenhancemarketperformance有效的策略聯(lián)盟可以加強市場表現(xiàn)Canada,November1999NEEDSFORSTRENGTHENINGTHECHAIN需要加強鏈Quality質(zhì)量Sustainability長久性Safety安全Health健康A(chǔ)nimalwelfare動物福利Lowcoststrategy低成本策略Chainoptimisation鏈最優(yōu)化Marketsegmentation市場分割Chaindifferentiation鏈不同化Productdifferentiationandshorterlifecycles生產(chǎn)不同化和短生命周期Satisfytheneedfor滿足需要Integralchaincare整體鏈注意Canada,November1999VALUECHAINDEVELOPMENT價值鏈發(fā)展Plantania(pottedplants)Skovar(pork)Freshcrate(foodandretail)HAK(cannedvegetables) Aquazon(fish) KKM(dairysector) HACCP(fixedmeals)

Profitability ImageandtrustStandardisationMarketing Product/marketdev.Milkquality Foodsafety TraderFarmerRetailProcessorFarmerProcessorFoodserviceCase

IssueInitiatorStartingpoints開始點Canada,November1999VALUECHAINDEVELOPMENT價值鏈發(fā)展- Planning計劃- Execution執(zhí)行- Control控制Chainmanagement鏈管理

- Linksneeded需要鏈接- Functions,positions,interests功能,位置,興趣- Strategyandobjectives策略和目標Chainformation鏈形成- Harmonisationbusinessactivities協(xié)調(diào)商業(yè)活動- Marketing,logistics,IT,quality市場,后勤,信息技術(shù),質(zhì)量Chain(re)design鏈設(shè)計- Co-making一同制造- Verticalintegration垂直統(tǒng)一管理- Supportivebodies支持團體- Strategicalliances策略聯(lián)盟Chainorganisation鏈組織Canada,November1999CHAINCOMPETENCE:

ASTRATEGICSUCCESSFACTOR鏈競爭:策略成功因素KnowledgeaboutchainsChainstrategyChainformingChainorganisationChaindesignChainmanagementPartnershippingKnowledgewithinchainsChainmarketingLogisticQualitycontrolInformationflowAddedValueTechnologyIntegrationCanada,November1999CHAINMANAGEMENTMODEL鏈管理模型1. Chaininitiator2. Chainstrategy3. Managementchainmembers4. Managementchainresources5. Managementchainprocess6. Valuationendmarkets7. Valuationchainmembers8. Valuationsociety9. ChainresultBestofClass4yearsCo-operation2yearsCurrentsituationCanada,November1999VALUECHAINDEVELOPMENT價值鏈發(fā)展RealisationImprovementpotential5yearsIntegralchaincareConsumerorientationEfficiencyininformationCategorymanagementCustomersatisfactionNumberofnewproductneutralimprovementstrongimprovementResultsverticalco-ordination(40projects)Canada,November1999Participants參與者

-MOS(30growers)MOS(30種植者) -Lemkes(trader)Lemkes(貿(mào)易商) -OBI(Buildersmerchantchain)OBI(采購鏈建立者) -Researchandserviceorganisations研究和服務(wù)機構(gòu) -RijnconsultTHEPLANTANIACASEPLANTANISA案例ACCaward1998Canada,November1999THEPLANTANIACASEPLANTANISA案例Goal目標Improvementinsalesandmarketingofpottedplants(withuseofITandaqualityguaranteesystem)改善盆栽植物的銷售和市場(應(yīng)用信息技術(shù)和質(zhì)量保障系統(tǒng))DataWarehouseChaintransaction-system

LemkesOBIMOSQualitycareinthechainQualitycareofindividualgrowersMultimediaMarketingSystemCanada,November1999THEPLANTANIACASEPLANTANISA案例

Increasedsales(25%)銷售增長Lesswastes(40%-60%)更少浪費Lowerstocks(10%)更少囤積Moremutualtrust更多相互信任Betterknowledgeofeachothersactivities對對方活動由更多了解Results結(jié)果THEPLANTANIACASEPLANTANISA案例

Chainreversalascentralissue;鏈反過來成為中心問題Focusoncustomerservice;關(guān)注消費者服務(wù)Professionalismofthedistribution;專業(yè)化分銷Chaincommunication;鏈交流Reliability;可靠性O(shè)peninformationsharing.開放消息分享Theconcept概念PlantaniaTHEPLANTANIACASEPLANTANISA案例

Meetingandexplaining;聚會和解釋Takeyourtime;慢慢來Chainperformancemeasurements;鏈表現(xiàn)測量Agreementsonresponsibilities;責任協(xié)議Workshops.研討會Developingmutualtrust發(fā)展相互信任THEPLANTANIACASEPLANTANISA案例

Step Description Execution1.Chaininitiator idea/change individual2.Feasibilitystudy possibleactions individual3.Chainmeeting awareness group4.Conceptdevlp. projectplanetc. individual5.Workshop fine-tuning/priorities groupStepbystepapproach一步一步方案FlkVdm980684Win-winsituation雙贏情況OBI

-improvedprofitabilityperm2shoppingfloor;改善的效益每購物層平方米 -strengtheningofqualityimage;加強質(zhì)量典型Lemkes -highermarketshareatOBI;在OBI更高的市場份額 -improvedmatchofsupplyanddemand;改善了供給和需求的配合MOS

-salescertainty;銷售確定性 -improvedprice/performancerate;改善價格/表現(xiàn)率 -moretransparentconsumer.更多明顯的消費者THEPLANTANIACASE

PLANTANISA案例31CONSEQUENCES結(jié)果PrimaryProducer主要生產(chǎn)者Role: -fromproducttomarketorientation;從產(chǎn)品到市場導(dǎo)向作用 -fromall-roundtospecialist;從多方面到專業(yè) -fromdailytolongtermplanning.從每天計劃到長期計劃Attitude: -fromtransactionorientedtolong-termpartnership;

從交易導(dǎo)向到長期伙伴關(guān)系態(tài)度 -newformsofhorizontalco-operation;新形勢的水平合作 -customerandconsumeroriented.客戶和客戶導(dǎo)向Knowledge -productionplanningandlogistics;生產(chǎn)計劃和后勤知識 -contractformingandriskmanagement;合同形成和風險管理 -informationtechnology,qualitycontrol,businessstrategy.

信息技術(shù),質(zhì)量管理,商業(yè)策略32CONSEQUENCES

結(jié)果Trader貿(mào)易商Role: -fromtradertoorganiseroffinance,logisticsandinformation;

從貿(mào)易商到財政,后勤和信息的組織者作用 -frominformationprotectiontoinformationsharing.

從信息保護到信息共享Attitude: -fromhighmarginstocontinuity;從高利潤到連貫性態(tài)度 -fromtransactionorientedtolongtermpartnerships.從交易導(dǎo)向到長期伙伴關(guān)系Knowledge: -tuningdemandandsupply;協(xié)調(diào)的需求和供給知識 -consumermarketingandmicromarketing;消費者市場和微觀市場 -chaininformationandchainqualitysystems;鏈消息和鏈質(zhì)量系統(tǒng) -contractforming,pricesettingandbusinessstrategy.合同形成,價格設(shè)定和商業(yè)策略33CONSEQUENCES結(jié)果Role: -organisinginsteadoffollowingthechain;

組織而不隨從鏈作用 -brandingandaddingvalue;品牌化和增值 -instructionoftheproducer(p