和春技術學院行銷系產業發展與課程評鑑
供應鏈運籌概念與管理意涵
余德成
國立高雄海洋科技大學運籌管理系
2012.4.12
大綱
1.前言
2.何謂運籌？
3.價值鏈分析
4.運籌三部曲
5.產業之垂直整合
6.Next……
前言
•Business trends
•Dell 1996, sales up 71%, profit up 91%
•How was Dell taking the lead?
 Speed
 Cut lead time 50% off (cf. Compag)
 Cost down 10-15%
•Strategic Supplier Partnerships
 Warehouse planning (Logistics center)
 Inventory managing, in movement and at rest
 World class supplier
•Need for Logistics
 Supply Chain Management
 Integrated Supply Chain Management
 Integrated Business Logistics
Business Trends
Number of
Products
1970
1980
Product
Life Cycle
1990
2000
Product
Complexity
1970
1980
1990
2000
L
O
G
I
S
T
I
C
S
1970
1980
1990
2000
Product
Lead Time
1970
1980
1990
2000
Need for Logistics
Total cost and Manufacturing Costs
Connecting cost
140
120
100
80
Total cost
Manufacturing Costs
60
40
20
0
O N D J
F M A M J
J A S O N
2.何謂運籌？
1W(One way to do; 一條路)：
 何謂運籌？只有一條路，稱為「顧客服務」（Customer service），包括態度（顧客
第一）+行動（創造顧客價值(value)：機能(function)/成本(cost)；V=F/C）。
•2C(Two cores; 兩個核心)：
 何謂運籌？具備兩種核心能力：精明（Logic and Wisdom）+精算（Calculation and
Model）。
•3K (3Ks of logistics management；
 運籌管理3K)：運籌管理的知識性（Knowledge）、關鍵性（Key point）與人性（
Kind）等三項特質的縮寫。
•3K (3Ks of physical distribution；
 實體配送3K)：物流工作的辛苦（Kitsui）、骯髒(Kitanai)與危險(Kiken)等日語發音
符號的縮寫。
•3S（3 steps of logistics; The logistics trilogy;運籌三部曲）：
 供應運籌（supply logistics）、生產運籌(production logistics)與流通運籌(distribution
logistics）。
2.何謂運籌
•4D（4Ds of physical distribution；物流四D）：
 物流四個重點，包括距離（Distance）、需求(Demand)、多樣
化(Diversity)與文件(Documentation）。
•4F（4 Flows of Logistics；運籌四流）：
 商流（Business flow）、物流（Goods flow）、資訊流（
Information flow）與金流（Money flow）
•4P（4P classification of marketing mix；行銷四P)
 產品(Product)、價格(Price)、促銷(Promotion)與通路(Place)。
2.何謂運籌
•5F（5 Functions of business; 企業五管：產銷人發財）：
 生產（Production）、行銷（Marketing）、人資(Human resource)、研發（
R&D）、財務(financial affairs）。
•5P (5 Paradigms of logistics；運籌五種典範 )：
 軍事運籌/後勤(Military logistics)、商業運籌(Business logistics)、活動運籌
(Event logistics)、流程運籌(Process logistics）、服務運籌(Process logistics）
。
•5S （5S management）：
 5個日語發音符號的縮寫，成為一種日本式的現場管理模式。Seiri（整理）
、Seiton（整頓）、Seisou（清掃）、Seiketsu（清潔）、Shitsuke（身美/教
養）。
•5W2H approach (5W2H規劃方法)：
 What, Why, Who, When, Where, How, and How much.
2.何謂運籌
•6C (6Cs of managers)
 管理者應具備的六大特質：潛力（Capability）、溝通（Communication）、
人文關懷（Concernment）、道德勇氣(Courage）、與人合作（Cooperation
）、創造力(Creativity）。
•6M(6Ms of organization；組織6M)：
 材料(Material)、市場(Market)、人力(Manpower)、資金(Money)、機器
(Machinery)與方法(Method)。
•7R(7 Rs of Logistics;運籌7R)：
 正確的產品（right product）、顧客（right customer）、數量（right quantity
）、條件（right condition）、地點（right place）、時間（right time）與成
本（right cost）等七項顧客服務運籌要項。
2.何謂運籌
Logistics is the science of developing and
managing the capabilities and protocols that are
responsive to customer-driven service requirements
(Davis and Manrodt, 1992) .
運籌是一套新古典經營模式，基於活用資源的
哲學，精打細算，有效的垂直整合從供應、分配
到顧客之間的商流、物流、資訊流與金流，發展
成為一個跨組織合作的供應鏈管理體系（余德成
，2005）。
3.價值鏈分析
•價值鏈 (value chain)，又稱價值鏈分析、價值鏈模型
•Michael Porter (1985)，於《競爭優勢》一書中提出的分析
方法
•Porter(1985)指出：
企業要發展獨特的競爭優勢，要為其商品及服務創造
更高附加價值，企業策略是解構企業的經營模式（流
程），成為一系列的增值過程，而此一連串的增值流
程，就是「價值鏈」。
3.價值鏈分析
企業基礎設施
支
援
活
動
營
人力資源管理
技術開發
收
採購
內
向
運
籌
營
運
作
業
外
向
運
籌
行
銷
與
銷
售
利
服
務
潤
主要活動
資料來源：Proter, M.（1985）, “Competitive Advantage: Creating and Sustaining Superior
Performance: With a new Introduction,” First Free Press ed., N.Y.: Free Press, p. 12.
4.運籌三部曲
Distribution Logistics
Production Logistics
Outgoing
& sales
Manu- Incoming
facturing & stocks
the company
Supply Logistics
4.1 Supply logistics (definition)
•The managing of supply sources, inventories,
transportation, distribution networks, and related
activities, and supporting information to meet the
requirements of internal stores or end users
 To integrate all processes and related activities by all players
in the supply chain, from original suppliers through end
users
 To specify operation standards for efficient and responsive
support of its production .
 To develop a network of world-class suppliers, transportation
partners and continuous flow capability.
4.2 Production logistics (definition)
•The science of managing, engineering, and technical
activities concerned with production capacity, schedule,
and delivery to support manufacturing objectives, plans,
and operations.
• The science of supplying and maintaining resources to
support manufacturing objectives, plans, and operations
4.3 Distribution logistics (definition)
•The science of developing the Integrated support
capabilities that are responsive to customer-driven service
requirements and managing protocols that help interpret
marketing place and solve problems.
•The science of imposing service standards on its distribution
system , such as 95% order fill rate, 5-day order cycle, and damagefree delivery……
5.產業之垂直整合
•Supply Chain Management
 The collaborative integration of all logistics processes by all players in the chain,
from original suppliers through end users.
 Customer-driven system involving the sharing of information, risks, and
assets among partners to achieve an integrated, seamless, responsive
distribution system
 Pull system (cf. Push system)
 Joint venture, Strategic alliance, Shared information, Shared data….
•L=f(物流, 流通)
 Traditional Supply Chain Management
 Integrated Supply Chain Management
 An Architecture of ISCM
Traditional Supply Chain Management
suppliers
intermediate
customers
company
other Tiers
1st Tier
S
O
U
R
C
I
N
G
O
P
E
R
A
T
I
O
N
S
D
I
S
T
R
I
B
U
T
I
O
N
distributors
retailers
logistics providers
logistics providers
inventory, capacity and lead time buffers
F
I
N
A
L
C
U
S
T
O
M
E
R
Integrated Supply Chain Management
Integrated supply chain management implements a coordinated
total supply or value chain from, determination of external
customer needs through product / service development,
manufacturing / operations and internal / external distribution,
including first, second and third tier suppliers.
The objective is to provide the highest customer service and
satisfaction levels and make the most effective use of the
competencies of all organizations in the supply chain.
The supply chain, versus a single business unit, is positioned as
the competitive unit.
An Architecture of ISCM
O
R
I
G
I
N
A
L
S
U
P
L
P
E
R
S
Value Creation (Product/Process Development)
Information/Demand Flows
Value Delivery (Order Fulfillment)
F
I
N
A
L
C
O
N
S
U
M
E
R
S
供應鏈運籌架構
6. Next……
Supplier Integration in Development
Supplier Integration in the Order Realization Process
Supplier Development & Quality Management
Supply Chain Strategic Cost Management
Purchasing and Supply Chain Strategies & Plans
Supply Base Optimization
Insourcing/Outsourcing
Commodity Strategy Development
Develop Organization & Teaming Strategies
Globalization
Purchasing and Supply Chain Measurements
IS/IT Systems
Human Resource Managing
Human Resource Managing
The End
運籌帷幄
決勝全球
觀念與方法!