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1、Chapter 4 E-Commerce and Supply Chain Management第4 章 電子商務和供應鏈管理Operations ManagementbyR.Dan Reid&Nada R.Sanders3rd Edition Wiley 2005PowerPoint Presentation by R.B.Clough UNH M.E.Henrie-UAA1 2007 WileyLearning Objectives 學習目標n Describe the structure of supply chainsn 說明供應鏈的架構n Describe the bullwhip
2、effectn 說明長鞭效應n Describe the issues affecting supply chain managementn 說明影響供應鏈管理的議題n Describe B2B and B2C electronic commercen 說明B2B 和B2C 電子商務n Describe global issues in supply chain managementn 說明在供應鏈管理的全球議題2 2007 WileyLearning Objectives(continued)n Describe the role of purchasing in supply chain
3、managementn 說明在供應鏈管理中採購的角色n Describe the ethics of supplier managementn 說明供應商管理的道德n Describe sourcing issuesn 說明商源議題n Describe strategic purchasing partnershipsn 說明策略採購夥伴n Describe supply chain distributionn 說明供應鏈分佈3 2007 WileyLearning Objectives(continued)n Describe integrated supply chain manageme
4、ntn 說明整合供應鏈管理n Describe supply chain performance measuresn 說明供應鏈績效衡量n Describe trends in supply chain managementn 說明供應鏈管理趨勢4 2007 WileySupply Chains&SCM供應鏈和供應鏈管理n A supply chain is the network of all the activities involved in delivering a finished product/service to the customer 供應鏈是將已完成的產品/服務遞送到顧客
5、得所有活動的網路n Sourcing of:raw materials,assembly,warehousing,order entry,distribution,delivery n 商源:原材料、組裝件、倉儲、訂單項目、分佈、遞送n Supply Chain Management is the vital business function that coordinates all of the network linksn 供應鏈管理是協調所有網路連結的關鍵企業功能n Coordinates movement of goods through supply chain from supp
6、liers to manufacturers to distributorsn 協調透過供應鏈從供應者到製造者到批發商的物品移動n Promotes information sharing along chain like forecasts,sales data,&promotionsn 促進延著供應鏈中如預測、銷售資料、和促銷等資訊分享5 2007 WileyComponents of a Supply Chain供應鏈的元素n External Suppliers source of raw materialn 外部供應商 原料的來源n Tier one supplier supplie
7、s directly to the processorn 第一層供應商直接供應給製造者n Tier two supplier supplies directly to tier onen 第二層供應商直接供應給第一層供應商n Tier three supplier supplies directly to tier twon 第三層供應商直接供應給第二層供應商n Internal Functions include processing functionsn 內部功能包括 處理製造功能n Processing,purchasing,planning,quality,shippingn 處理製造
8、、採購、規劃、品質、運輸n External Distributors transport finished products to appropriate locationsn 外部經銷商運送已完成產品到適當的地點n Logistics managers are responsible for traffic management and distribution management n 後勤經理負責運輸管理和通路管理6 2007 WileySupply Chain Illustration7 2007 WileyComponents of a Supply Chain供應鏈的元素n Ex
9、ternal Distributors transport finished products to appropriate locations 外部經銷商運送已完成產品到適當的地點n Logistics managers are responsible for managing the movement of products between locations.Includes;後勤經理負責產品和地點之間貨物移動管理n traffic management arranging the method of shipment for both incoming and outgoing pro
10、ducts or materialn 運輸管理 安排將材料運入或產品運出的運送方法n distribution management movement of material from manufacturer to the customern 通路管理 從製造者到消費者間的貨品移動8 2007 WileyA Basic Supply Chain一個基本供應鏈9 2007 WileyThe Bullwhip Effect 長鞭效應n Bullwhip effect-the inaccurate or distorted demand information created in the sup
11、ply chainn 長鞭效應 供應鏈中所創造出來的不正確或扭曲的需求資訊n Causes are generated by:產生原因為：n demand forecasting updating,需求預測更新n order batching,訂單整批作業n price fluctuations,價格變動n rationing and 配額供應(當需求大於供給時)和n gaming 賭注(因配額所造成浮報需求)10 2007 WileyThe Bullwhip Effect 牛鞭效應n Counteracting the Effect:反制效應n Change the way supplier
12、s forecast product demand by making this information available at all levels of the supply chainn 以供應鏈各階層都可獲得需求資訊取代供應者預測產品需求n Share real demand information(POS terminals)n 分享實際需求資訊(銷售點終端機)(POS,point on sale)n Eliminate order batching 消除訂單整批作業n Stabilize pricing 穩定價格n Eliminate gaming 消除賭注(依據過去銷售記錄決定
13、配額數量)11 2007 WileyIssues Affecting Supply Chain Management 影響供應鏈管理的議題n Information technology enablers include the Internet,Web,EDI,intranets and extranets,bar code scanners,and point-of-sales demand information n 資訊科技 賦予能力者包括網際網路、網路、EDI(電子資料交換)、內部網路和外部網路、讀條碼機、銷售點需求資訊n E-commerce and e-business uses
14、 internet and web to transact businessn 電子商務和電子化企業 使用網際網路和網路執行企業交易12 2007 Wiley Types of E-Commerce 電子商務種類n E-commerce is defined as the use of the Internet and the Web to transact businessn 電子商務的定義是使用網際網路和網路執行企業交易n Two types of e-commerce are 電子商務兩種類型n Business-to-business(B2B)and 企業對企業n Business-t
15、o-consumer(B2C)企業對消費者13 2007 Wiley Types of E-Commerce 電子商務的類型n Business-to-Business(B2B)Evolution:n B2B 的演進n Automated order entry systems started in 1970sn 起始於1970 年代的自動化訂單輸入系統n Electronic Data Interchange(EDI)started in the 1970sn 起始於1970 年代的電子資料交換n Electronic Storefronts emerged in the 1990sn 19
16、90 年代電子商店n Net Marketplaces emerged in the late 1990sn 1990 年代網路市場n Benefits of B2B E-Commerce B2B 電子商務的好處n Lower procurement administrative costs,減低採購管理成本n Low-cost access to global suppliers 低成本接觸全球供應商n Lower inventory investment due to price transparency/reduced response time 由於價格透明/回應時間縮短而導致低存貨投
17、資n Better product quality because of increased cooperation between buyers and sellers,especially during the product design and development 因為購買者和銷售者漸增的合作尤其在產品設計和開發階段，提供更家產品品質14 2007 Wiley Types of E-Commerce 電子商務的類型n Business-to-Consumer(B2C):企業對個人n On-line businesses try to reach individual consume
18、rsn 線上企業嘗試可以到達個人消費者n B2C revenue model sources B2C 獲利模式來源n Advertising Web site offers providers and opportunity to advertisen 廣告 網站給予提供者和廣告機會n Subscription Web site charges a subscription fee for access to the site n 訂閱 網站收取進入網站者訂閱費n Transaction company receives a fee for executing a transactionn 交
19、易 每執行一筆交易公司收取一比費用 n Sales a means of selling goods,information,or service directly to customersn 銷售 直接販賣物品、資訊、或服務給消費者n Affiliate companies receive a referral fee for directing business to an affiliaten 推薦費 公司收取一筆推薦費用因引導企業成為某某會員15 2007 WileySCM Factors SCM 因素n SCM must consider the following trends,i
20、mproved capabilities,&realities:SCM 必須考慮下列趨勢、改善能力、和實際。n Consumer Expectations and Competition power has shifted to the consumern 消費者期望和競爭 力量已轉移到消費者n Globalization capitalize on emerging marketsn 全球化 資金投注於新興市場n Government Regulations and E-Commerce issues of Internet government regulationsn 政府法規和電子商務
21、 政府網際網路法規的議題n Environment Implications of E-Commerce recycling,sustainable eco-efficiency,and waste minimizationn 電子商務環保意涵 回收、一定水準的環保效率、和最少浪費16 2007 WileyGlobal SCM Factors 全球SCM因素n Managing extensive global supply chains introduces many complications 管理擴張全球供應鏈引進許多複雜議題n Geographically dispersed memb
22、ers-increase replenishment transit times and inventory investmentn 不同地點的會員 增加補貨轉運時間和存貨投資n Forecasting accuracy complicated by longer lead times and different operating practicesn 預測準確度因長前置時間和不同營運方式變得更複雜n Exchange rates fluctuate,inflation can be highn 匯率浮動，通貨膨脹可能更高n Infrastructure issues like transp
23、ortation,communication,lack of skilled labor,&scarce local material suppliesn 基礎建設議題像運輸、通訊、缺乏具有技能員工、和缺乏當地原料供應n Product proliferation created by the need to customize products for each market 產品激增 對每一市場因客製化產品需求 17 2007 WileySourcing Issues 商源議題n Which products to produce in-house and which are provid
24、ed by other supply chain membersn 那些產品自己生產和那些產品由其他供應鏈成員提供n Vertical integration a measure of how much of the supply chain is owned by the manufacturern 垂直整合 製造者擁有供應鏈中多少的一種衡量n Backward integration owning or controlling of sources of raw material and component partsn 向後整合 擁有或控制原材料和零組件來源n Forward integ
25、ration owning or control the channels of distributionn 向前整合 擁有或控制通路管道n Vertical integration related to levels of insourcing or outsourcing products or services n 垂直整合和產品或服務委內或委外程度相關18 2007 WileyInsourcing vs.Outsourcing自製零件或向委採購零件(自製vs.委外)n What questions need to be asked before sourcing decisions a
26、re made?n 決定商源之前必須回答下列問題？n Is product/service technology critical to firms success?n 此產品/服務技術是否是公司成功的關鍵？n Is product/service a core competency?n 此產品/服務是否是公司核心能力？n Is it something your company must do to survive?n 它是否公司為了生存必須要做的事情？19 2007 WileyMake or Buy Analysis自製或外購分析n Analysis will look at the ex
27、pected sales levels and cost of internal operations vs.cost of purchasing the product or servicen 分析將考慮期望銷售水準和內部作業成本vs.產品採購成本20 2007 WileyMake or Buy Analysis自製或外購分析n Analysis will look at the expected sales levels and cost of internal operations vs.cost of purchasing the product or servicen 分析將考慮期望
28、銷售水準和內部作業成本vs.產品採購成本總外購成本:TC(購買)=FC(購買)+(VC x Q)總自製成本 TC(自製)=FC(自製)+(VC x Q)總外購成本=總自製成本FC(購買)+(VC x Q)=FC(自製)+(VC x Q)TC:總成本 FC:固定成本 VC：變動成本21 2007 Wiley案例:自製或外購分析-瑪麗和蘇已經決定開設貝果麵包店。他們第一個決定是自己作或自當地麵包廠購買。如果他們決定是外購時，他們將需要密閉容器每年固定成本是1000 美元。外購貝果每個是0.4 美元。如果是自製時，他們需投資小型廚房設備，固定成本為15000，自製貝果每個成本是0.15 美元。他們認
29、為每年可以售出60000 個貝果。你認為他們應該是自製或外購?n Mary and Sue wants to know if they should make or buy the bagels.瑪麗和蘇想知道他們應該自製或外購貝果n FCBuy+(VCBuy x Q)=FCMake+(VCMake x Q)n$1,000+($0.40 x Q)=$15,000+($0.15 x Q)n Q=56,000 bagelsn Since the costs are equal at 56,000 bagels and Mary and Sue expect to use 60,000 bagels
30、,they should make the bagels in-housen 因為無差異點是56000 個貝果，而他們認為可以使用量為60000 個，因此他們應該自製。(因為超過56000 時，每個成本自製是0.15，而外購是0.4)22 2007 WileyThe Role of Purchasing採購的角色n Purchasing role has attained increased importance since material costs represent 50-60%of cost of goods soldn 因為物料成本佔銷貨成本達50-60%，使得採購角色愈來愈重要n
31、 Ethics considerations is a constant concernn 道德考量一直受到持續關注n Developing supplier relationships is essentialn 發展供應商關係是必要的n Determining how many suppliers to usen 決定使用多少供應商n Developing partnershipsn 發展夥伴關係23 2007 WileyCritical Factors in Successful Partnership Relations成功夥伴關係的關鍵因素n Critical factors in
32、successful partnering include;成功夥伴關係的關鍵因素包括n Impact attaining levels of productivity and competitiveness that are not possible through normal supplier relationshipsn 衝擊 透過正常供應商關係無法達成生產力和競爭力水準n Intimacy working relationship between two partners 親密關係 夥伴間的工作關係n Vision the mission or objectives of the p
33、artnership 願景 夥伴的使命或目標24 2007 Wiley夥伴關係的特徵n Benefits of Partnering 夥伴的利益n Early supplier involvement(ESI)in the design processn 在設計過程中供應商能在早期參與n Using supplier expertise to develop and share cost improvements and eliminate costly processesn 利用供應商專業以發展和分享成本改善和消除浪費的過程n Shorten time to marketn 縮短上市時間Ha
34、ve a long-term orientation具有長期定位Share a common vision分享共同願景Are strategic in nature策略本質Share short/long term plans分享短期/長期計畫Share information資訊分享Driven by end-customer needs以終端顧客需求驅動Share risks and opportunities分享風險和機會25 2007 WileySupply Chain Distribution 供應鏈配銷n Warehouses involved in supply chain distributions and include 倉儲包含在供應鏈中，包括n Plant warehouses 工廠倉庫n Regional warehouses 區域倉庫n Local warehouses 當地倉庫n Warehouses can either be 倉儲也可以是指n General used for long-term storagen 一般 用於長期儲存n Distribution used for short-term storage,consolidation,and product mixingn 配銷 用於短期儲存、運輸合併、和產品混合26 2007 Wiley