08-第八章-选址策略.doc

Location Strategies第八章 选址策略选址与有远大前途的企业有关，与运营战略有关，与边缘型企业无关，与即将关门的企业更无关；主要内容Outline8.1 选址的战略重要性The Strategic Importance of Location搬迁+扩大+新建选址与成本选址与创新8.2 影响选址决策的因素Factors That Affect Location Decisions劳动生产率Labor Productivity竞争力汇率与货币风险Exchange Rates and Currency Risks成本Costs有形+无形+道德Apple态度政治风险+价值+文化Political Risk, Values, and Culture腐败接近市场Proximity to Markets接近供应Proximity to Suppliers接近竞争对手产业集群Proximity to Competitors (Clustering)8.3 选址方案的评价方法Methods of Evaluating Location Alternatives因素评分法The Factor-Rating Method选址平衡法Locational Break-Even Analysis重心法Center-of-Gravity Method物流中心运输模型Transportation Model8.4 服务业选址策略Service Location Strategy连锁酒店如何选址How Hotel Chains Select Sites呼叫中心行业The Call Center Industry电话销售中心地理信息系统Geographic Information Systems奢侈品选址快速消费品选址案例 联邦快递GLOBAL COMPANY PROFILE: FEDERAL EXPRESS选址为联邦快递带来竞争优势联邦快递的创始人兼首席执行官弗雷德史密斯( Fred Smith)该公司先在田纳西孟菲斯市设立了一个投递中心（现在称作超级投递中心），为什么联邦快递选择孟菲斯作为其快递中心呢? (1)孟菲斯位于美国的中部；(2)孟菲斯很少出现因坏天气导致的飞机停飞，或许这也是公司保持良好安全记录的原因。其后这家资产达380亿美元的公司又增设一些快递中心：在巴黎增设了欧洲快递中心，在中国的广州增设了亚洲快递中心，在迈阿密增设了拉丁美洲快递中心，在多伦多增设了加拿大快递中心。联邦快递拥有672架飞机，这些飞机往返于世界375个机场，然后再由80000多辆货车将邮件送到顾客家门口。强调中心概念Stresses “hub” concept优势Advantages:用更少的飞机为更多的地方服务enables service to more locations with fewer aircraft使飞机运量和包裹量相匹配enables matching of aircraft flights with package loads减少在运输过程中处理不当和延迟，有一套控制包裹从收货到送货的办法reduces mishandling and delay in transit because there is total control of packages from pickup to delivery8.1 选址的战略重要性THE STRATEGIC IMPORTANCE OF LOCATION选址战略的目标最大化当地企业利益Objective of Location Strategy-Maximize the benefit of location to the firm工业选址决策Industrial Location Decisions关注成本Cost focus地址改变对收入影响不大Revenue varies little between locations地址是影响成本的主要因素Location is a major cost factor影响运输和生产成本Affects shipping & production costs (e.g., labor)不同地址成本变化较大Costs vary greatly between locations服务业选址Service Location Decisions关注收入Revenue focus成本对收入影响不大Costs vary little between market areas地点是影响收入的主要因素Location is a major revenue factor影响客户数量Affects amount of customer contact影响业务量Affects volume of business选址与成本长期决策Long-term decisions不易改变Difficult to reverse不经常进行Decisions made infrequently影响固定和变动成本Affect fixed & variable costs运输成本Transportation cost As much as 25% of product price其他成本Other costs: Taxes, wages, rent etc.选址与创新当企业将创造力、创新以及研发投资作为关键要素时，选址的成本将不再重要。Cost is not always the most important aspect of a strategic decision四个因素需要考虑Four key attributes when strategy is based on innovation高质量专业资源High-quality and specialized inputs鼓励投资和允许与本土企业竞争的大环境An environment that encourages investment and local rivalry复杂体系的当地市场；来自成熟的当地市场的压力和洞察力A sophisticated local market当地有相关的支持产业Local presence of related and supporting industries选址方案扩大现有工厂另设新厂搬迁工厂 8.2 影响选址决策的因素FACTORS THAT AFFECT LOCATION DECISIONS地点决策顺序Location Decision Sequence选址需要考虑的关键成功要素选择国家关键的成功要素Factors Affecting Country -政府法规Government rules, attitudes, political risk, incentives文化经济Culture & economy市场位置Market location劳动力Labor availability, attitudes, productivity, and cost供应商Availability of supplies, communications, energy汇率Exchange rates and currency risks世界论坛的国家竞争力排名有利于选择国家最有竞争力的国家是最不腐败的国家！全球竞争力指数（Global Competitiveness Index，GCI） 中国29选择地区Region Location Decisions关键的成功要素公司期望Corporate desires地区引力Attractiveness of region (culture, taxes, climate, etc.)劳动力Labor, availability, costs, attitudes towards unions公共设施使用成本Costs and availability of utilities环境限制Environmental regulations of state and town政府鼓励Government incentives原料和顾客的临近性Proximity to raw materials & customers土地成本Land/construction costs选择地点Factors Affecting Site关键的成功要素场地大小Site size and cost交通Air, rail, highway, and waterway systems城市规划限制Zoning restrictions临近性Nearness of services/supplies needed环境问题Environmental impact issues8.2.1劳动生产率Labor Productivity工资不等于成本Wage rates are not the only cost低生产率可能导致高成本Lower productivity may increase total cost8.2.2汇率与货币风险Exchange Rates and Currency Risks汇率影响成本Can have a significant impact on costs汇率随时间在变化Rates change over time8.2.3成本Costs-可识别的成本有形成本水电、劳动力、材料、税收、折旧、原材料/成品运输成本、现场施工成本 Tangible - easily measured costs such as utilities, labor, materials, taxes无形成本教育质量、公共运输设施、社会对企业的态度、雇员的素质和态度 Intangible - less easy to quantify and include education, public transportation, community, quality-of-life道德因素8.2.4态度Attitudes含文化对私有财产、知识产权、城区规划、污染、员工稳定性的态度；政治风险、价值和文化Political risk, values, and culture政府National, state, local governments attitudes toward private and intellectual property, zoning, pollution, employment stability may be in flux态度Worker attitudes towards turnover, unions, absenteeism文化Globally cultures have different attitudes towards punctuality, legal, and ethical issues8.2.5接近市场Proximity to Markets药店、餐馆、邮局、理发店、可口可乐水-全球设多个分装厂对服务很重要Very important to servicesJIT systems or high transportation costs may make it important to manufacturers8.2.6接近供应商Proximity to Suppliers易腐烂+运输成本+体积+重量Perishable goods, high transportation costs, bulky products8.2.7接近竞争对手Proximity to Competitors(Clustering)-产业集群有利的资源：自然资源+信息自然+风险资本+人才资源资源临近Often driven by resources such as natural, information, capital, talent工业和服务均有这种现象Found in both manufacturing and service industries产业集群Called clustering产业集群选址原因酿酒波尔多、纳帕谷土地+气候软件硅谷、班加罗尔人才和信息赛车亨廷顿/北汉普顿人才/技术主题公园奥兰多气候温度人力成本低电子企业墨西哥北部成本电脑制造中国台湾工程师快餐店美国全球各地高客流飞机制造堪萨斯州、华盛顿州大量航空人才技术 我们国家产业集群分布?8.3 选址方案的评价方法METHODS OF EVALUATING LOCATION ALTERNATIVES8.3.1因素评分法The Factor-Rating Method-厂址广受欢迎的方法Popular because a wide variety of factors can be included in the analysis因素包括：劳动力+工作态度+汽车拥有率+人均收入+税收+教育+健康六个步骤Six steps in the method列出相关因素Develop a list of relevant factors called key success factors分配权重Assign a weight to each factor定义分值范围Develop a scale for each factor打分Score each location for each factor计算地点总分Multiply score by weights for each factor for each location根据得分推荐地点Recommend the location with the highest point score8.3.2选址平衡法Locational Break-Even Analysis-成本-产量经济分析通过成本-产量进行分析，从经济方面对候选地址进行比较Method of cost-volume analysis used for industrial locations三个步骤Three steps in the method确定固定和变动成本Determine fixed and variable costs for each location绘制成本曲线Plot the cost for each location 选择最低成本地点Select location with lowest total cost for expected production volume8.3.3重心法Center-of-Gravity Method- 配送中心为配送中心选址-成本最小Finds location of distribution center that minimizes distribution costs考虑因素Considers市场位置Location of markets运输商品量Volume of goods shipped to those markets运输成本Shipping cost (or distance)将各点放在坐标系中Place existing locations on a coordinate grid任意确定坐标原点和刻度Grid origin and scale is arbitrary 保持相对位置Maintain relative e distances 计算X和Y坐标Calculate X and Y coordinates for center of gravity假定成本和距离及运量成比例Assumes cost is directly proportional to distance and volume shipped8.3.4运输模型The Transportation Method多个供应方给多个需求方供货Finds amount to be shipped from several points of supply to several points of demand总运费最少Solution will minimize total production and shipping costs一类特殊的线性规划问题A special class of linear programming problems8.4 服务业选址策略SERVICE LOCATION STRATEGY服务业选址考虑的八大要素接近顾客-找顾客+请/接顾客商圈内的购买力Purchasing power of customer-drawing area服务和企业形象与人口统计特征的一致性Service and image compatibility with demographics of the customer-drawing area区域竞争Competition in the area竞争强度Quality of the competition参照竞争对手选址，企业选址的独特性Uniqueness of the firms and competitors locations和临近商业单位比，企业设施硬件质量， Physical qualities of facilities and neighboring businesses企业的运作政策Operating policies of the firm质量管理Quality of management服务业与制造业选址策略比较Location Strategies服务业选址策略-关注收入业务量硬件质量成本因素制造业选址策略-关注成本有形成本无形成本未来成本技术服务-商圈GPS制造-LP +交叉平衡分析假设地点影响-服务收入地点决定-制造成本8.4.1 连锁酒店如何选址How Hotel Chains Select Sites地址策略对服务业经营具有重大影响Location is a strategically important decision in the hospitality industry拉昆塔汽车旅馆分析了35个影响收益的变量，包括以下方面竞争性+需求产生源+人口统计+市场意识+硬件质量La Quinta started with 35 independent variables and worked to refine a regression model to predict profitability最后确定了四个主要变量The final model had only four variables价格Price of the inn收入水平中位数Median income levels旅馆所在地人口数量State population per inn附近学校位置Location of nearby colleges8.4.2 电话销售行业The Telemarketing Industry不需要面对面交流Requires neither face-to-face contact nor movement of materials地址选择宽松Has very broad location options不同于传统地址选择变量Traditional variables are no longer relevant劳动力成本和可获得性Cost and availability of labor may drive location decisions8.4.3 地理信息系统Geographic Information Systems地址分析的重要工具Important tool to help in location analysis可以进行复杂的人口统计分析Enables more complex demographic analysis可获得数据包括Available data bases include户籍普查资料Detailed census data详细地图Detailed maps公共设施Utilities地理特征Geographic features重要服务项目的地点Locations of major services合同管理制度1 范围本标准规定了龙腾公司合同管理工作的管理机构、职责、合同的授权委托、洽谈、承办、会签、订阅、履行和变更、终止及争议处理和合同管理的处罚、奖励；本标准适用于龙腾公司项目建设期间的各类合同管理工作，厂内各类合同的管理，厂内所属各具法人资格的部门，参照本标准执行。2 规范性引用中华人民共和国合同法龙腾公司合同管理办法3 定义、符号、缩略语无4 职责4.1 总经理：龙腾公司经营管理的法定代表人。负责对厂内各类合同管理工作实行统一领导。以法人代表名义或授权委托他人签订各类合法合同，并对电厂负责。4.2 工程部：是发电厂建设施工安装等工程合同签订管理部门；负责签订管理基建、安装、人工技术的工程合同。4.3 经营部：是合同签订管理部门，负责管理设备、材料、物资的订购合同。4.5 合同管理部门履行以下职责：4.5.1 建立健全合同管理办法并逐步完善规范；4.5.2 参与合同的洽谈、起草、审查、签约、变更、解除以及合同的签证、公证、调解、诉讼等活动，全程跟踪和检查合同的履行质量；4.5.3 审查、登记合同对方单位代表资格及单位资质，包括营业执照、经营范围、技术装备、信誉、越区域经营许可等证件及履约能力（必要时要求对方提供担保），检查合同的履行情况；4.5.4 保管法人代表授权委托书、合同专用章，并按编号归口使用；4.5.5 建立合同管理台帐，对合同文本资料进行编号统计管理；4.5.6 组织对法规、制度的学习和贯彻执行，定期向有关领导和部门报告工作；4.5.7 在总经理领导下，做好合同管理的其他工作，4.6 工程技术部：专职合同管理员及材料、燃料供应部兼职合同管理员履行以下职责：4.6.1 在主任领导下，做好本部门负责的各项合同的管理工作，负责保管“法人授权委托书”；4.6.2 签订合同时，检查对方的有关证件，对合同文本内容依照法规进行检查，检查合同标的数量、金额、日期、地点、质量要求、安全责任、违约责任是否明确，并提出补充及修改意见。重大问题应及时向有关领导报告，提出解决方案；4.6.3 对专业对口的合同统一编号、登记、建立台帐，分类整理归档。对合同承办部门提供相关法规咨询和日常协作服务工作；4.6.4 工程技术部专职合同管理员负责收集整理各类合同，建立合同统计台帐，并负责9Principles of Operations Management