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1、演讲人:主评人:天津市科学学研究所人类的起源猿猴还是猩猩创建于:2009年7月唐家龙沙千里 梦无常Key to Concerns1PointofView天津市科学学研究所Point of ViewWhat impact is the Internet having?How will the Internet affect my business?What should we be doing to respond?What are the keys to success?Executives across the board are posing four fundamental questi
2、ons:OverviewTISSs Point of View2PointofView天津市科学学研究所Point of ViewAgendaInternet Impact DetailBusiness Impact DetailResponse AlternativesKey Success Factors 3PointofView天津市科学学研究所Point of ViewThe Internet is a major discontinuity that will redefine the strategic landscape in every industry.Defining ch
3、aracteristics of the Internet create a truly unique user experienceUbiquitous reachDramatically lower cost interactionComplete,symmetrical,“free”informationThese result in dramatic changes across company relationships with customers,suppliers,employees and other stakeholdersRedefinition of entire us
4、er experienceNew channel to capture growth opportunitiesElectronic management of upstream supply chain relationshipsTight linkage of end-user demand to company operationsRedeployment of physical and human resources to facilitate dramatic productivity improvementOverview(1 of 2)Internet Impact Detail
5、4PointofView天津市科学学研究所Point of ViewThe Internet is a major discontinuity.The stakes are high for shareholder wealth creationOver the past three years,a small group of Internet companies have created more value than any other industry achieved over ten yearsThe Internet is a dynamic medium,and further
6、 significant shifts have yet to play outDramatically enhanced network performanceHigh speed access widely availableNew demographic wavesNew specialized(non-PC)access devices and new access business modelsValue added reintermediationIntegration of physical and electronic participationOverview(2 of 2)
7、Internet Impact Detail5PointofView天津市科学学研究所Point of ViewThe Internet will redefine the strategic landscape in every industry.Product customization/qualityGeographic proximityMechanical innovationTransportation infrastructureScale economiesMass marketingUbiquitous reach to all stakeholdersDramaticall
8、y lower cost interactionsComplete,symmetric,“free”informationWell ordered,multi-tiered distributionEfficient,optimized physical touch relationshipsTruly unique user experience-deeper customer relationships-broader reachComplete restructuring of industry supply chainsLower cost and enhanced productiv
9、ityCraft Based EconomyIndustrial RevolutionMass ProductionInternet/Information RevolutionSuppliersDIstrIbutorsManufacturingResellersCustomersInternet RevolutionInternet Impact Detail6PointofView天津市科学学研究所Point of ViewInternet CharacteristicsDefining characteristics of this new communications medium a
10、re redefining all companies stakeholder interactions.Example Implications:DramaticallyLower Cost InteractionKey Characteristics:Anyone,anytime,anywhere interactionSubstitutes high cost human for low cost electronic interactionFrictionless information exchangeUniversal accessLow cost/high bandwidth i
11、nfrastructurePower shifts to buyers through pricing,inventory and other information visibilityTargeted segmentation enables“customer”level customization and profit measurementInternet Global Communications MediumComplete,Symmetrical,“Free”Information AvailabilityReduces number of“touches”in each int
12、eractionEliminates industry and organizational layersProvides access to new customer segments,broader supplier base and increased pool of employeesCreates foundation for strengthening relationships and improving effectiveness with customers,suppliers and employeesUbiquitous ReachInternet Impact Deta
13、il7PointofView天津市科学学研究所Point of ViewImpact OverviewSupply Chain IntegrationRedeployment of physical and human resources to facilitate dramatic productivity improvements-better stakeholder communication-knowledge sharing and collaborative work environments-leverage of IT investments-enhanced access t
14、o employees/outsourcingElectronic management of upstream supply chain relationships-vendor selection and negotiation-billing and payment-information exchangeTight linkage of end-user demand to inventory,R&D,and manufacturingRedefinition of entire customer experience-complete,frictionless information
15、 exchange-differentiated experience-user controlled fulfillment tracking-targeted loyalty programsNew channel to capture growth opportunities-increased customer access-access to product adjacencies/cross selling-integration with physical worldThese result in dramatic changes across company relations
16、hips with customers,suppliers,employees and other stakeholders.Customer Relationship ManagementInternal Business ManagementInternet Impact Detail8PointofView天津市科学学研究所Point of ViewCustomer Relationship Management(CRM)EvolutionDescription:Multi-tiered distribution modelMass marketingLimited inventoryF
17、ew value-added servicesTraditional ModelE-Commerce ModelStreamlined distribution modelTargeted marketingScale inventory and selectionRobust range of value-added servicesProducerExample:“Bricks and mortar”bookstoreADistributorRetailerConsumerProducerProducerProducerCommunityRetailerValue-Added Servic
18、esConsumerE-TailerInternet Impact Detail9PointofView天津市科学学研究所Point of View(CRM)BenefitsA is a compelling example of an E-Commerce customer relationship model.Efficient purchase process-quick log-in-search by title,subject,author-read reviews,recommendations-one-click ordering-receive books by mailSu
19、perior selection and availabilityAdjacent product offerings-e.g.,music,video,othersValue-added services-reviews-proactive,tailored recommendationsBenefits to CustomersBenefits to FirmSubstantially lower costs-infrastructure-inventory-personnelDeep customer relationship-one-to-one marketing-potential
20、 for higher loyalty-purchases across other product lines-more frequent purchasesBroader customer base-geographic reach-expanded pool of profitable customersInternet Impact Detail10PointofView天津市科学学研究所Point of ViewSupply Chain Integration Business Models(SCI)(1 of 2)Three primary models.Industry Cons
21、ortiaVirtual CommunitiesCompany ExtranetsDescription:Intermediary sponsored areas where buyers and sellers trade goods and servicesBuyer or seller sponsored groups to collectively purchase or sell/bundle goods and servicesCompany sponsored group comprising its downstream and/or upstream supply chain
22、Basis for SCI:ScaleScaleSupplier CooperationDrivers of Value:Opportunity to increase sales/liquidate excess inventory-lower cost intermediary-broadening of potential supplier/buyer baseReduced procurement/sales costs-scale benefitsBroadening of potential supplier/buyer baseLower inventory costCycle
23、time reductionLower procurement/sales costIncreased sharing of company/customer dataNote:*TPN has two sub-networks TPN Post and TPN RegisterInternet Impact Detail11PointofView天津市科学学研究所Point of ViewSCI Business Models(2 of 2)Company Examples:Industry ConsortiaVirtual CommunitiesCompany ExtranetsFast
24、PartsMetal SitePlasticNetVerticalNetTPN*ANXVIPARTPN*Boeing CiscoCSXDellNote:*TPN has two sub-networks TPN Post and TPN RegisterSignificant number of active participantsSufficient scale to achieve favorable terms in pricing and availabilityPurchase scale to secure supplier commitment to use extranetK
25、ey Success Factors:Infrastructure to facilitate transactionsStructure that allows flexibility in negotiation and decision makingAbility to cost/time effectively link extranet to internal legacy systemsSmall group of companies focused on driving consortium effortCompatible information systems across
26、supply chainDreyers Grand Ice CreamPitney BowesInternet Impact Detail12PointofView天津市科学学研究所Point of ViewSCI EvolutionDescription:Multiple buyer-seller interfaces in bidding processIndividual company scale in buying/sellingCatalog-based selection and purchasing-outdated inventory listings-manual proc
27、essTraditional ModelSingle bidding interfaceScale benefits shared across participantsVirtual marketplace connecting suppliers and customersUp-to-date online inventory listingsOnline order-taking processExamples:Traditional industrial modelGE TPN ChemdexE-Commerce ModelSupplierSupplierSupplierSupplie
28、rSupplierSupplierBuyerBuyerBuyerBuyerBuyerBuyerVirtual Community/Industry ConsortiumInternet Impact Detail13PointofView天津市科学学研究所Point of ViewSCI BenefitsChemdex is a powerful example of an E-Commerce customer relationship model.Lower costs-marketing 8leverage marketing through Chemdex presence-distr
29、ibution8catalogs-overall cost reduced by 15%of revenueIncreased sales-decrease buyer transaction costs will increase demandBenefits to SuppliersBenefits to CustomersIncreased convenience due to online product inventory-more accurate(updated daily)-consolidated(130 suppliers participating)-space-savi
30、ng(frees up shelf space in customers offices)-comprehensive(five times more products than biggest paper catalog)Lower costs-more efficient ordering/purchasing process8transaction cost reduced from$100 to$10 or$20Internet Impact Detail14PointofView天津市科学学研究所Point of ViewSCI Evolution(Company Extranets
31、)Description:Multi-tiered distribution modelMultiple purchase order triggersBlock ordering(manual)Limited data sharingTraditional ModelE-Commerce ModelIntegrated purchasing/Production ModelSingle purchase order triggerAutomatic just-in-time orderingDetailed Data SharingSupplierSupplierSupplierSuppli
32、erSupplierSupplierProducerExample:Traditional Food ManufacturerDreyers Grand Ice CreamDistributor/WholesalerRetailerConsumerProducerRetailerConsumerPurchaseP.O.P.O.P.O.P.O.P.O.Internet Impact Detail15PointofView天津市科学学研究所Point of ViewSCI(Company Extranet)Efficient procurement process-automatically up
33、dated/linked to sales-increased forecast accuracy-lower cost procurement-decreased risk of stockoutReduced inventory levelsReduced cycle timesBenefits to Producer/RetailerBenefits to SupplierImproved asset utilization-forecast accuracy/production planningReduced inventory levelsLower sales costAbili
34、ty to create stronger customer relationship with producer-data sharing-order taking is lower%of sales timeInternet Impact Detail16PointofView天津市科学学研究所Point of ViewSCI EvolutionTraditional Approach:E-Commerce SCI Approach:Note:*Supplier,Distributor/Wholesaler and ProducerPart InventoryProductionGoods
35、 InventoryReplenishmentHeld at multiple tiers*,based on organizational,legal and ownership considerationsStock is held at the fewest tiers with parts going directly from supplier to producer on an as needed basisManual batch orders,driven sequentially by transfers from one tier to anotherReplenishme
36、nt across all tiers driven by actual sales/usage data collected at the customer interfacePlanned by discrete organizational units with batch feeds between discrete systemsPlanned across functional and organizational boundaries from supplier to vendor to consumer through highly integrated systems,wit
37、h minimum lead timesBulk of inventory is finished goods,dispersed geographically waiting to be soldLower overall inventory levels.Bulk of inventory held as work in progress awaiting build/configuration instructionsInternet Impact Detail17PointofView天津市科学学研究所Point of ViewInternal Business Management
38、Evolution(IBM)Description:Hierarchical,functionally-oriented communication-barriers to sharing information cross-functionally-slow to share information verticallyMultiple systems throughout organization-redundant-incompatibleLinear cross-functional work processes-serially processed-multiple handoffs
39、-iterativeTraditional ModelE-Commerce ModelFully-networked,flat information exchangeFully compatible information systemsUniversal access to informationCollaborative work environmentInternet Impact Detail18PointofView天津市科学学研究所Point of ViewIBM BenefitsStreamlined processes-lower cost-faster cycle time
40、sLower-cost interactions-information exchange-collaborationLeveraged use of resources-human resources-equipmentFacilitated implementation of global strategies-coordinated-consistent-concurrentImproved creation and distribution of new applications-fast-easy-cost-effectiveBenefits to FirmInternet Impa
41、ct Detail19PointofView天津市科学学研究所Point of ViewInternet TrendsFasterDramatically Enhanced Network PerformanceDemographic WavesBroaderCustomizationDeeperIntegrationCross-MediumInternet user base becomes more reflective of overall population-individuals-businessesTechnological innovations make high speed
42、 access widely availableNew specialized access devices optimized for applicationsValue-added reintermediationOn-line and physical efforts become integratedThe Internet is a dynamic medium,and further significant shifts have yet to play out.Internet Impact Detail20PointofView天津市科学学研究所Point of ViewTre
43、nd Implications(1 of 3)These trends impact each realm differently.PRELIMINARYCustomer Relationship ManagementOnline interfaces and services developed to retain customersMore products,services become suitable for online saleFASTERDramatically enhanced network performance:Marketing/product development
44、 efforts shift focus to address new demographic groups-less affluent users-children and senior citizens-womenNew industries experience increased online penetrationBROADERInternet User Base Becomes More Reflectiveof Overall Population:Increased range of opportunity to capture customer data as more ac
45、tivities are conducted in networked environment-PDA,cell phone based web browsing-networked home appliancesDEEPERNew specialized access devices optimized for applications:Successful companies create cross-medium customer experience-online and offline promotions-convenience of online service/shopping
46、 combined with richness of physical world experience deepens customer relationshipCROSS-MEDIUMIntegration of physical and electronic participation:New intermediaries arise to handle increased information streamsDynamic pricing models emergeValue-added Reintermediation:Internet Impact Detail21Pointof
47、View天津市科学学研究所Point of ViewTrend Implications(2 of 3)Supply Chain IntegrationPRELIMINARYIntegration of data intensive activities with partners becomes possibleIndustrial cycle times declineFASTERDramatically enhanced network performance:Barriers to participation fall for smaller business partnersCons
48、ortia/cooperatives increase bargaining power of smaller players-purchasing-marketingBROADERInternet User Base Becomes More Reflectiveof Overall Population:Critical business functions will be tightly integrated between partnersDEEPERNew specialized access devices optimized for applications:More accur
49、ate cross-company business forecasting will be possibleStrong relationships with key business partners will be created by mixing breadth and accessibility of online interfaces and depth of personal interactionsCROSS-MEDIUMIntegration of physical and electronic participation:Non-core business functio
50、ns will be outsourcedValue-added Reintermediation:Internet Impact Detail22PointofView天津市科学学研究所Point of ViewTrend Implications(3 of 3)Internal Business ManagementPRELIMINARYVirtual offices and work communities simulate real world experienceFASTERDramatically enhanced network performance:Collaboration