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1、Good is good, but better carries it.精益求精，善益求善。企业运营策略分析-ABusinessreportaboutOperationsManagementAbstract：Operationsmanagementisthegeneraltermofthemanagementcloselyrelatedtothecreationofproductsandservices.Anditistoplan,toorganizate,toimplementandtocontroltheprocessforoperational.Companysoverallstrate
2、gyistoachievethecompanysoverallgoals,tomakelong-termandoverallstrategytothefuturedirectionoftheenterprise.Firstly,ThisreportanalyzeshowcompaniesimplementtheoverallstrategythroughthecaseofReedExhibitionsofGreaterChina.ThenitComparesthedifferenceoftheoperationalstrategiesbetweentheASDSandSainsburys.Th
3、en,itanalyzesthedifferenceofoperationandmanagementbetweentheproductionprocessofantiquefurnitureandfurnitureproductionprocessthrought4Vmodel.Thenitanalyzesthestrategicroleofbusinessoperationsthroughthefour-stagemodel.Finally,itanalyzesthedifferencebetweenperformancegoalsofhotelsandsmallhotelbypolardi
4、agram.1. Keywords：OperationsManagement；OperationsStrategy；objectivesofoperations；theoverallStrategyCompanysoverallstrategyistoachievethecompanysoverallgoals,tomakelong-termandoverallstrategyforthefuturedirectionoftheenterprise.Itisco-ordinatingthevariouspointsoverallstrategyofguidingframework.Strate
5、gicmanagementincludesmanytypesofalternativestrategies,notonlybecauseofcorporatedecision-makershavedifferentperspectives,butalsobecausecompanieshavedifferentlevelsandindifferentintrinsicqualitiesandtheexternalenvironment,sothecorporatewillchoosedifferentunderdifferentconditionsstrategy.1.1CompanyProf
6、ile(ReedExhibitionsGreaterChinaCase)ReedExhibitionsistheworldslargestexhibitionandconferenceorganizer,itsheadquarteredlocateintheUnitedKingdom.InChinaReedExhibitionsexhibitionbeginningin1985,nowisChinasmostactiveexhibitionandconferenceorganizer.TheChineseReedExhibitionsheadquarteredlocateinBeijing,t
7、heymakemorethan30gamesauthoritativeindustryexhibitioninchinaeveryyear,coveringtheYangtzeRiverDelta,PearlRiverDelta,theBohaiRimandNorthwestandSouthwestregions.1.2StrategicAnalysis1.2.1thelevelofcorporatestrategy(1)DevelopmentalStrategyInChinaReedExhibitionshasagoodinternalstrengthsandexternalopportun
8、ities,stronger,whichisanindustryleaderinproduct,itsproduct,technology,markethasgreatcompetitiveadvantage.(2)jointstrategy-winstrategytogetherItintegrateintothelocaljointventuresandexhibitionbrands.ChinateamofReedExhibitionswithlocalgovernments,majorindustryassociationsandthemediaestablishaformalandi
9、nformalalliancestohostintegratedandhaveadecisiveroleintheindustryexhibition.(3)localizationstrategyToentertheChinesemarket,atthefirstReedExhibitionstakecooperationwithChinesecompaniestoquicklycompletemarketexpansionandoccupationstatus.ReedExhibitionsbeingasuccessfulexampleofjointventuresisReedSinoph
10、armExhibitionsCo.,Ltd.(abbreviation:ReedSinopharm)whichisChinaslargestpharmaceuticalandhealthexhibitionorganizer.1.2.2businessStrategic(1)thedifferentiationstrategyAtpresentChinahasaincreasingdemandforhigh-qualityexhibition.ReedExhibitionsChinawilllistencarefullytocustomersneedsandintroductprogramst
11、omeettheirneeds,toprovidecustomerswithdifferentiatedproductsandservices.(2)diversificationstrategyMultidimensionalexhibitionmodecombinesexhibitionsandbenchmarkactivitiestogether.Inadditiontointroducingnewexhibitionprojects,seminarsandconferencesarealsoanimportantbusinessproducts.1.2.3theleveloffunct
12、ionalstrategy(1)HumanresourceslocalizationstrategyHRstrategyisoneofthestrategiesofcorporatefunctions.Itistomakehumanresourcemanagementandcorporatestrategy,andsupportanimportantmeansofcooperating,whichrelatetothecompanysmostfundamental,long-termcompetitiveness.InChinaReedExhibitionscontinuetointroduc
13、eChineseexcellentlocalMICEprofessionals.Internationalsalesgrouparealsomembersoflocalrecruitment.(2)publicrelationsstrategyPublicrelationsstrategyisanintegralpartoftheorganizationsstrategy,whichachievetheorganizationsoverallstrategy.Theyuseallavailableopportunitiesandconditionsforbusinessadvantagefor
14、publicrelationsplanning,toenabletheorganizationsstrengthsmoreprominentcharacteristicsandinordertogainthepublic.SoitWinpublicgoodwillandtrust.1.2.4marketleaderStrategicReedExhibitionsChinabelongstotheleaderinChineseexhibitionindustry,anditsstrategicfocusonhowtoconsolidatetheexistingpositionandmaintai
15、ntheexistingstrengths,andhowtogivefullplaytoitsownadvantages,andcontinuouslytomakenewachievementsinthedevelopmentofenterprises.1.2.5BrandStrategyReedExhibitionsChinaorganizedbyanumberofhigh-qualityprofessionalshow,andestablishedagoodcorporateimage,andbuiltbrandthroughitsexcellentoperationsteam,stron
16、geconomicstrength,richresourcesandexperienceoftheexhibition.2.TheOperationsStrategy2.1KFC2.1.1CompanyProfileKentuckyFriedChickenistheworldslargestfast-foodchain.Atpresent,KFCstoresarein100citiesthroughoutthecountry.Wehavetosay,KFChasachievedgreatsuccessinChina.2.1.2ThestrategicoftheaccessingperiodIn
17、theaccessingperiod,themainstrategyaretheintroductionofWestern-stylefast-foodservicesystemandanewdiningconcept.(1)Withitsunifiedlogo,uniformclothing,uniformdistributionofthenewwayofchainbusinessmodel,KFCestablishitspresenceintheChinesemarketultimatelyrelyingonitshigh-qualityproducts,fastfriendlyservi
18、ce,cleandiningenvironment.(2)KFChavebeeninsistingto100%Localizedemployeesandcontinuetoinvestmoneyandpeopletomakevariousaspectsofhuman-leveltraining.Fromtherestaurantwaiter,restaurantmanagertothemanagementofcorporatefunctions,companiesarrangedscientificrigoroustrainingprogramaccordingtothenatureofthe
19、irwork.Toallowmanagementstafftoachieveprofessionalstandardsofoperationandmanagementoffastfood,KFCalsoparticularlyestablishedaprofessionaltrainingbasesuitableforrestaurantmanagement-EducationDevelopmentCenter.(3)Relyingonthe“speed-oriented”enterprisespiritofthefastfoodindustry,withspecialemphasisonte
20、amwork,andrelyingontheirteamtoachievehighefficiency,KFCensuresthecorrectserviceandspeedyduringoperatingpeakperiod.ThesecrettomakeKFCbasedonthemarketistoformahighlyefficientandflexible,andtoimproveincentivesforitsadvancedmanagementandexcellentteamworkmanagementlevel.(4)Highqualityservice.InKFC,theser
21、viceyoureceiveismorethanyouoriginallyhopedtoget.KFCsaimisthecustomerfirst,andthepurposeistomakeeverycustomer,whetheradultsorchildren,willhaveafeelathome.2.1.2theStrategicofmatureperiodInthemature,theydevelopastrategyofcombiningWestern(1)Kentuckyhiremorethan10domesticexpertsandscholarsasconsultantswh
22、oareresponsibleforimproving,developingdemandforChinesefastfoodvarieties.KFCtakefriedchicken,saladwithvegetables,mashedpotatoesasheadedvarieties,butfortheChinesepeopletochangingtastes,toosinglespeciesdetrimentaltothedevelopmentprospects.TocatertothetastesoftheChinesepeopleKFChavelaunchedamuchforChine
23、sepeoplewithhotwings,chickenburger,Hibiscusfreshvegetablesoupandothervarieties.KFChasalwaysbeenfocusedontheKentuckytraditionandstandardization,soitisanunprecedentedchange.(2)KentuckyhassetupaChinesehealthfoodadvisorycommittee,toresearch,developanewgenerationofChineseconsumertastesdietproductstofurth
24、erexpandthemarket.2.2Tiffany2.2.1CompanyProfileTiffanyTaiwanHongChiFoodCo.,Ltd.isfoundedinTaiwanin1985,whichisafamousbrand.Ithasmorethan200storesnationwide,throughoutthenorth,east,central,northeastandotherregions.2.2.1BusinessStrategy(1)thelateralexpansionofthemarketAfterall,Milkisnotahighbarriersto
25、entryintheindustry,howtoemphasizetheircompetitiveadvantagesandtomakerivalfarbehindtocatchup,Tiffanyhavetheirownuniquecompetitivestrategy,namelytakethescale,thedifferenceoftheroad,sothattomakecompetitorsnottokeepup,orevensimplynowaytofollow.AtthefirstTiffanymakesalaryto$5,000totaptalentthroughtheexec
26、utivesearchfirmtointernationalrestaurantchaincompanies.Inaddition,TiffanyestablishofComputingfinancialandmanagementinformationsystems,distributioncenters,andunifieddecorationstores,andactivelydevelopnewproducts.Eversincethefirststoresuccess,Tiffanyfranchiseoperationstobetherapiddevelopment,withquali
27、typroductsandadvancedmanagementtechnology,hasbeenalloverthemainlandtoexplorenearly380stores.Deferentpositioning,thinkingofthingswillbedifferent.TiffanyispositionedtodointhefutureofBeanKing,soitswholemarketingstrategyistoallowconsumerstobuy,affordable,willingtobuyandtogettodrinkanytime,anywhere.Tolet
28、theworldwherethereareChinesecanalldrinkofTiffanysSosa-beanmilk.Tiffanywanttoaccomplishsuchanambitiousgoal,soitonlyestablishtheirbusinessideasandimprovetheirownchannels:oneistodothefoodchain,bymakingatwo-prongedsalesstoresandfranchisestores,tomaketherapidexpansionofthemarket,toestablishofcorporatebra
29、ndimage,andtomakeeveryhomedecorstores,productandservicequalityareimplementedindustrialization,standardizationandunification.(2)VerticalheavymanufacturingInadditiontochainstores,Yonghehasalsomadeconsiderableprogressonself-sufficiencyinrawmaterials,in-depthresearchanddevelopmentofproduct.LinPing-sheng
30、said,Underthestrongsupportofthelocalgovernment,thecompanyhasbeenbuildingsoybeanplantingbase100muinYanshouofHeilongjiang.Andtheproductsaremovingtowardsdiverse,andthecurrentdailyproductionis60tonsmilkpowder,stocksupplyingacrosseveryplaceofChina.Yonghehasbeenformeddevelopmentmodelofanentiretyofplanting
31、,productionandsalesinmainlandChina.TodoSoybeanbusinesssorefined,sospecial,soitcandothemarketwide,deep,bigger,stronger,asthereisnowYonghereconstitutedfoodbags,boxes,cups,threekinds,aswellasanentertainmentproduct,suchassoymilkkitchen,whichcanbeasnacksnacks.Inacasualshopping,thecustermcanalsoenjoyhigh-
32、qualityservicesofYonghe,inadditionto,”Yonghe”havetofuandsomeotherhealthcareproducts.Todoasmallthingfineandthoroughly,aprofessionalattitudeisakindofthinking,orevenabusinessorientation.Smallfood,bigideas,isnotthesamepointofYonghebrandwithgeneralsoymilk.2.3Comparisoncorporatestrategy(1)twobusinessstrat
33、egiesalladoptfranchising,unifiedlogo,uniformclothing,uniformstoredecorationanduniformdistribution,standardizationofservicesandoperations.(2)atthefirstKFChaveasteadystreamofpeople,especiallyithasextensiveexperienceinrestaurantmanagementpersonnel;second,ithasagroupofcapablesuppliers,whoareconstantlyim
34、proveitsproducttechnology,productionvolumeandproductionefficiencytomeettheKFConthequality,tomakepriceandpunctualtotherequirements.(3)Tiffanyalthoughhasasinglespecies,butthetasteispure,enduring,soitcaterstosomeconsumersonthetraditionalpursuits.(4)KFCmainstreamconsumergroupfocusonthe16-30year-oldand10
35、-year-oldchildrenwhoisuniversallyaffirmed,theyhavehigherrequirementsofenvironmentandatmosphere.Tiffanycustomersismainlymiddle-aged,itssimplestyleisdailylife.Twocustomergroupsarenotthesame,sotheytakeadifferentiatedmarketingstrategytofacedifferentcustomergroups,tofitdifferenteatinghabits.(5)KFCadvocat
36、esthepursuitofcustomersatisfaction,businessgrowth,personalgrowthandbusinesspartnersmutualtohelp,soitcreateanadvanced,cooperation,harmonyandwin-win,win-winphilosophy.Thisscientificmanagementphilosophyisworthyofourdomesticcompanieslearning.2.4SummaryAlthoughKentuckyandTiffanyfacedifferentcustomergroup
37、s,buttheyfullplayitsowncharacteristicsintheirrespectiveareasaswellasadvantagesofitsownbrand,andthierbusinessstrategyhavethecorrectpositioning.TheyallhaveoccupiedaspaceoffastfoodindustryinChinatoday.Throughinvestigationandanalysis,wecanseethat,forthefast-foodrestaurantindustry,correctpositioningtheir
38、brandvalue,familiarwiththecustomerpsychology,offeringtofoodmeettingwiththelocaleatinghabits,providinggoodserviceiseffectivePathwayofthefastfoodindustryrapidlydevelopping.3.ComparisonofenterpriseOperationsmanagementUsing4VmodeltomakecontrastofenterpriseOperationsmanagementofantiquefurnitureproduction
39、technologyandfurnitureproductiontechnologyenterprise.3.1VolumeBecauseantiquefurnituresproductionisforanostalgic,anditusespurehand.Itisamantodoeverystep,sotherepetitionrateisrelativelylow.Becauseitismanualwork,sotheefficiencyisrelativelylow,thestaffworkloadisrelativelylarge.Andbecausethereisnomachine
40、,allhumancontrol,sosystematicispoor,becauseitrelyesonthemanualwork,staffcostsarerelativelyhigh.Forfurnitureproductionprocessitusesmachineryandequipmenttowork,staffjustmakearelativelysimpleassemblylinework,theentireworkhasastandardprocedure,sotheworkishighlyrepetitive,mostoftheworkisdonebymachines,th
41、estaffdolesswork,andtheentireworkflowisasetofprocedures,andithasstrongsystematic,whilethemachinethantheartificialhighefficiency,sotheunitcostislow.LowVolumeHighHighrepeatabilitySpecializationCapitalintensiveLowunitcostsLowrepetitionEachstaffmemberperformsmoreofjobLesssystemizationHighunitcostsantiqu
42、efurnitureproductiontechnologyfurnitureproductiontechnologyenterprisePicture1:thecomparisonofvolume3.2VarietiesFlexibleComplexMatchcustomerneedsHighunitcostsWelldefinedRoutineStandardizedRegularLowunitcostsBecauseAntiquefurnitureproductionishandmade,peoplecaneasilycontrolthetypesofproducts,sotherang
43、eofproductsisflexible.Becauseitispurehand,inordertodemonstratetraditionalskills,craftsmanshipused,becausecraftsmanshipismorecomplex,soitisgenerallydifficulttoimitate.Meanwhile,inaccordancewiththecustomerspreferencesandneeds,theyaresubjecttochangeproductvariety.Also,becauseitishandmade,highlycomplex,
44、toproduceaproductforalongtime,sotheunitcostisrelativelyhigh.Thefurnitureproductionprocess,becauseitismassproduction,inordertomeetthegeneralneedsofpeople,sothemorecommonvarieties.Itisusedontheassemblyline,machineproduction,soalmosteverypairofshoesareexactlythesame,nodifference.Andbecausethehigheffici
45、encyofthemachine,sotheunitcostoftheproductisrelativelylow.HighVarietiesLowantiquefurnitureproductiontechnologyfurnitureproductiontechnologyenterprisePicture2:thecomparisonofVarieties3.3VariationondemandAsantiquefurnitureisfaceofthenostalgiamarketorthemarketofpursuittingindividuality.Thisisjustatrend
46、,notmostpeoplesneeds,sopeopledemandforantiquefurnitureisunstableanditisconstantlychanging.WhilescaleofproductionofAntiquefurniturerelativelyissmall,itpurchasesrawmaterials,therefore,Itcanbeveryflexibletoreduceproductionaccordingtodemand.Also,becauseofitssizeisdifficulttocontrol,sothatwhendemandincre
47、ases,becauseofinefficientmanualproduction,soitisdifficulttoincreaseproductionbasedondemandovertheearth,soitsproductionisoutoftouchwiththeneeds.Andbecausethemanualproductionefficiencyislow,sotheunitcostishigh.Asforfurnitureproductionprocess,becauseitistomeetmostoftheneedsoflife,sothedemandisrelativel
48、ystable.Atthesametime,thesefurniturearenecessitiesoflife,notbecauseofpreferencestobuythemforappreciate,soitismoreconventional.Meanwhile,accordingtothepre-sales,itcanpredictmarketdemand.Becausetomeetthemostofthedemand,sotheproductutilizationisrelativelyhigh.Becauseitisproducedbythemachine,sotheeffici
49、encyisrelativelyhigh,unitcostslow.WelldefinedRoutineStandardizedRegularLowunitcostsFlexibleComplexMatchcustomerneedsHighunitcostsHighVariationLowindemandantiquefurnitureproductiontechnologyfurnitureproductiontechnologyenterprisePicture3:thecomparisonofVariationondemand3.4VisibilityGeneralantiquefurnitu