价值链讨论会.pptx

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1、Background, Methods and Management Principles背景，方法和管理原则July 2005 2005年7月VALUE CHAIN WORKSHOP价值链价值链讨论会讨论会Canada, November 1999WORKSHOP OBJECTIVES讨论会目标讨论会目标To develop deeper understanding of value chains in the global food system发展对于在全球食品系统中价值链的更深层的理解To address value chain project design and formation

2、从事价值链计划的设计和形成To develop value chain program and project management skills发展价值链项目和计划管理技术Canada, November 1999CONTENT内容内容 Part 1: General introduction on value chain development 部分1：总体介绍价值链发展 Part 2: Principles of value chain project development 部分2：价值链计划发展原理 Part 3: Cases and critical success factors

3、 部分3: 案例和重要成功因素Canada, November 1999PART 1GENERAL INTRODUCTION ON VALUE CHAIN DEVELOPMENT部分1：总体介绍价值链发展Canada, November 1999CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Mass individualisationReaction industryconcentrationadded valueinternationalisationnew technologyco-operationFundamental shift

4、spluriform consumersconsumer drivenmarket accessindustry responsibilitysustainable solutionsChain reversalCanada, November 1999consumertradeproducerconsumerretailPresent market pull long term chain orientedPast product push short term linkage orientedtradeproducerretail ChainreversalCHANGES IN THE G

5、LOBAL FOOD SYSTEMCanada, November 1999CHANGES IN THE GLOBAL FOOD SYSTEMChanging structureproductionproductsdistributionCanada, November 1999DK: FOTEK/MAPPUK: IGDNL: ACCWORLD-WIDE ATTENTION FOR CHAINDEVELOPMENTPT: SPICanada: AFCBrazil: PensaEurope: ECRAustralia: Supermarket to AsiaJapan: Tie-upfood c

6、hainThailand:Supply ChainFresh ProduceUS: ECR and EFRCanada, November 1999Retail strategy零售策略零售策略CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Branding商标Internationalisation国际化Interactive home shopping交互式家庭购物Retail activities零售活动零售活动Developing shop floor brand发胀购物层商标Investments in the supply ch

7、ain投资供给链Mass marketing大规模销售Direct customer relationships 直接客户关系Brand integrity and brand culture商标完整和商标文化Canada, November 1999CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Demands retailers 需求零售商需求零售商Supply certainty供给确定性Just-in-time 正好及时Consistent products一致产品Year-round 全年不变的Category managemen

8、t 种类管理Distinctive capacity特色能力Variation, fresh and safe变化,新鲜和安全Good price / quality performance合理价格/质量表现Canada, November 1999CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变New rules of the games新游戏规则新游戏规则- relation based instead of transaction based关系为基础的替代交易为基础的- integrated instead separate app

9、roach合作方式替代分离方式- from internal to external focus从内部到外部关注- learning by doing 边做边学- from linkage-maximisation to chain optimisation 从连接最大化到链最优化Canada, November 1999“ In the future, agri-food producers, processors and retailers will no longer compete as individual entities. Rather, they will collaborat

10、e as a strategic value chain and compete with other value chains in the market place. “ 将来,农业食物生产者,加工者和零售商将不再作为单个实体竞争.他们将合作成为策略价值链,同市场中其他的价值链竞争Jan Van Roekel, Executive Director, Agro-Chain Competence FoundationCanada, November 1999Value Chains: A definition 价值链:定义A strategic collaboration of organi

11、zations for the purpose of meeting specific market objectives over the long term and for the mutual benefits of all links of the chain.组织的策略合作以长期满足特定的市场目标和链个环节间的互相利益Canada, November 1999Traditional Business Relationships传统商业关系Information sharing分享信息- Little or none一点或没有Primary Focus主要关注- Cost/price成

12、本/价格Orientation 定位- Commodity商品Power Relationship有力的关系- Supply push供给推动Org. Structure组织构造- Independent独立的Philosophy哲学体系 - Self optimization个人最优Canada, November 1999The “Traditional” PictureMarket InformationSupplyCanada, November 1999Value Chain Relationships价值链关系价值链关系Information sharing分享信息- Extens

13、ive广泛的Primary Focus主要关注- Value/Quality价值/质量Orientation定位- Differentiated Product 多样产品Power Relationship有力的关系- Demand Pull需求拉动Org. Structure有力的关系- Interdependent互相依赖Philosophy哲学体系- Chain Optimization链最优Canada, November 1999The “Value Chain” PictureMarket InformationSupplyCanada, November 1999Value Ch

14、ains: Why Now? 价值链:为什么现在? Food safety: a growing concern食品安全:一个增长的关注 Product quality and consistency产品质量和一致性 New product innovation and differentiation新产品创新和多样化 A need to build capacity to respond 需要建立回应的能力 Effective strategic alliances can enhance market performance有效的策略联盟可以加强市场表现Canada, November 1

15、999NEEDS FOR STRENGTHENING THE CHAIN 需要加强链需要加强链Quality 质量Sustainability 长久性Safety安全Health健康Animal welfare动物福利Low cost strategy低成本策略低成本策略Chain optimisation链最优化Market segmentation市场分割市场分割Chain differentiation链不同化Product differentiationand shorter life cycles生产不同化和短生命周期Satisfy the need for满足需要满足需要Integ

16、ral chain care整体链注意Canada, November 1999VALUE CHAIN DEVELOPMENT价值链价值链发展发展Plantania (potted plants) Skovar (pork) Fresh crate (food and retail)HAK (canned vegetables)Aquazon (fish)KKM (dairy sector)HACCP (fixed meals)ProfitabilityImage and trustStandardisationMarketingProduct/market dev.Milk qualityF

17、ood safetyTraderFarmerRetailProcessorFarmerProcessorFood serviceCaseIssueInitiatorStarting points开始点开始点Canada, November 1999VALUE CHAIN DEVELOPMENT价值链发展价值链发展- Planning计划- Execution执行- Control控制Chain management链管理链管理-Links needed 需要链接-Functions, positions, interests功能,位置,兴趣-Strategy and objectives策略和

18、目标Chain formation链形成链形成-Harmonisation business activities 协调商业活动-Marketing, logistics, IT, quality市场,后勤,信息技术,质量Chain (re)design链设计链设计- Co-making 一同制造- Vertical integration 垂直统一管理- Supportive bodies 支持团体- Strategic alliances 策略联盟Chain organisation链组织链组织Canada, November 1999CHAIN COMPETENCE: A STRATEG

19、IC SUCCESS FACTOR链竞链竞争争:策略成功因素策略成功因素Knowledge about chainsChain strategyChain formingChain organisationChain designChain managementPartnershippingKnowledge within chainsChain marketingLogisticQuality controlInformation flowAdded ValueTechnologyIntegrationCanada, November 1999CHAIN MANAGEMENT MODEL链管

20、理模型链管理模型1. Chain initiator2.Chain strategy3. Management chain members4. Management chain resources5. Management chain process6. Valuation endmarkets7. Valuation chain members8. Valuation society9. Chain resultBest of Class4 yearsCo-operation2 yearsCurrentsituationCanada, November 1999VALUE CHAIN DEV

21、ELOPMENT价值链发展价值链发展RealisationImprovement potential 5 yearsIntegral chain careConsumer orientationEfficiency in informationCategory managementCustomer satisfactionNumber of new productneutralimprovementstrong improvementResults vertical co-ordination (40 projects)Canada, November 1999Participants参与者参

22、与者- MOS (30 growers)MOS(30种植者)- Lemkes (trader)Lemkes(贸易商)- OBI (Builders merchant chain)OBI(采购链建立者) - Research and service organisations研究和服务机构- RijnconsultTHE PLANTANIA CASE PLANTANISA案例案例ACC award 1998Canada, November 1999THE PLANTANIA CASE PLANTANISA案例案例Goal 目标目标Improvement in sales and marketin

23、g of potted plants(with use of IT and a quality guarantee system) 改善盆栽植物的销售和市场(应用信息技术和质量保障系统)DataWarehouseChain transaction-system LemkesOBIMOSQuality care inthe chainQuality care ofindividual growersMultimediaMarketingSystemCanada, November 1999THE PLANTANIA CASE PLANTANISA案例案例Increased sales (25%)

24、 销售增长Less wastes (40% - 60%) 更少浪费Lower stocks (10%) 更少囤积More mutual trust更多相互信任Better knowledge of each others activities对对方活动由更多了解Results 结果结果THE PLANTANIA CASEPLANTANISA案案例例Chain reversal as central issue;链反过来成为中心问题Focus on customer service;关注消费者服务Professionalism of the distribution;专业化分销Chain com

25、munication; 链交流Reliability; 可靠性Open information sharing.开放消息分享The concept 概念概念PlantaniaTHE PLANTANIA CASEPLANTANISA案案例例Meeting and explaining; 聚会和解释Take your time;慢慢来Chain performance measurements;链表现测量Agreements on responsibilities;责任协议Workshops. 研讨会Developing mutual trust 发展相互信任发展相互信任THE PLANTANIA

26、 CASE PLANTANISA案例案例Step Description Execution1. Chain initiatoridea/changeindividual2. Feasibility studypossible actionsindividual3. Chain meetingawarenessgroup4. Concept devlp.project plan etc.individual5. Workshopfine-tuning/prioritiesgroupStep by step approach 一步一步方案一步一步方案Flk Vdm 980684Win-win s

27、ituation双赢情况双赢情况OBI- improved profitability per m shopping floor;改善的效益每购物层平方米- strengthening of quality image;加强质量典型Lemkes- higher market share at OBI; 在OBI更高的市场份额- improved match of supply and demand;改善了供给和需求的配合MOS- sales certainty; 销售确定性- improved price/performance rate; 改善价格/表现率- more transparent

28、 consumer.更多明显的消费者THE PLANTANIA CASE PLANTANISA案例案例31CONSEQUENCES结果结果Primary Producer 主要生产者主要生产者Role:- from product to market orientation; 从产品到市场导向作用 - from all-round to specialist;从多方面到专业- from daily to long term planning.从每天计划到长期计划Attitude:- from transaction oriented to long-term partnership; 从交易导

29、向到长期伙伴关系态度 - new forms of horizontal co-operation; 新形势的水平合作- customer and consumer oriented.客户和客户导向Knowledge- production planning and logistics;生产计划和后勤知识 - contract forming and risk management;合同形成和风险管理- information technology, quality control, business strategy. 信息技术,质量管理,商业策略32CONSEQUENCES结果结果Trad

30、er贸易商贸易商Role:- from trader to organiser of finance, logistics and information; 从贸易商到财政,后勤和信息的组织者作用- from information protection to information sharing. 从信息保护到信息共享Attitude:- from high margins to continuity; 从高利润到连贯性态度- from transaction oriented to long term partnerships. 从交易导向到长期伙伴关系Knowledge:- tunin

31、g demand and supply;协调的需求和供给知识- consumer marketing and micro marketing; 消费者市场和微观市场- chain information and chain quality systems;链消息和链质量系统- contract forming, price setting and business strategy. 合同形成,价格设定和商业策略33CONSEQUENCES结果结果Role:- organising in stead of following the chain; 组织而不随从链作用- branding and

32、 adding value; 品牌化和增值- instruction of the producer (price/quality). 指导生产者(价格/质量) Attitude:- internal and external focus;内部和外部关注态度- customers satisfaction; 消费者满足- process oriented business operations. 加工导向商业运行Knowledge- tracking and tracing, logistic concepts; 跟踪和追查,后勤概念知识- ECR and shelf management;E

33、CR和自我管理- product, concept and production innovation; 产品,概念和生产创新- chain management.链管理Processor / industry 加工者加工者/工业工业34CONSEQUENCES结果结果 Retail / distribution零售零售/分销分销Role:- concept and formula leader;概念和规则领导作用- translating consumer wishes;翻译消费者愿望- from information protection to information sharing.

34、从信息保护到信息分享Attitude:- balancing co-operation and power;平衡合作和能力态度- continuity;连贯性- there is more than price (supply assurance). 比价格更多(供给担保) Knowledge- new IT technologies;新信息技术 知识 - marketing and branding;市场和品牌- chain information and chain quality systems; 链信息和链质量系统- production and processing.生产和加工.35