供应链管理讨论题及答案 1word文档良心出品.docx

1、供应链管理讨论题及答案 1word文档良心出品第1章 理解供应链 1. 如果在一家便利店购买一听苏打水，请描述供应链的不同阶段，并且说明涉及的流程。When a customer purchases a can of soda at a convenience store, his purchase represents the end of a supply chains delivery of an item and the beginning of information regarding his purchase flowing in the opposite direction.T

2、he supply chain stages include customers, retailers, wholesalers/distributors, manufacturers, and component/raw material suppliers. A customers purchase moves product towards the customer and dollars and information towards the retailer.The retailer places an order from the wholesaler/distributor to

3、 replenish stock, thereby moving information back up the supply chain while moving product down the supply chain. As the order is filled, the retailer will move dollars back up the supply chain.The wholesaler/distributor transmits information and dollars to the manufacturer who produces product and

4、ships it down the supply chain to the wholesaler.Finally (or initially, depending on your perspective) the manufacturer moves orders (information) and dollars towards suppliers in exchange for material flow into their production processes.当一个顾客在便利店买一听苏打水，他的购买行为代表着一个商品在供应链中传递的结束，同时他顺利的购买行为代表着信息在供应链相反

5、方向的开始。供应链平台包括消费者、零售商、批发商/分销商、生产者和零件/原材料供应商。一个顾客的购买行为是商品向顾客的转移与信息向零售商的转移。零售商从批发商/分销商那列出一份订单，以便补充库存。因此信息是沿着供应链逆向移动而商品是顺着供应链正向移动。当订单完成后，零售商将会把资金沿着供应链的逆向传至供应链上游。批发商/分销商将信息与资金传递给生产者即生产产品，并将（产品）顺着供应链送至批发商手中的一方。最后（或最初，取决于你自己的观点）生产者将订单（信息）和资金转移给供应商以换取材料来投入生产流程。5. 考虑顾客从亚马逊订购书籍的供应链，辨别推/拉界限以及这两个流程的推动和拉动阶段。In A

6、mazons original operations design the push/pull boundary existed betwixt the retailer (Amazon) and their distributor. Amazon ordered product from the distributor and the customer order arrived. Today, Amazon has six warehouses where it stocks an inventory of items it is confident that will sell. In

7、this scenario, the push/pull boundary exists between the customer and the retailer.Processes in the pull phase are the order fulfillment, shipping, customer returns, and customer billing. Processes in the push phase are production, stock replenishments, shipping, and payment.在亚马逊的原始运营设计中，推/拉边界存在于零售商

8、（亚马逊）和他们的分销商之间。亚马逊从分销商和顾客手中获取订单后订购产品。如今亚马逊有六个仓库，在这六个仓库中存放着确定会被卖出的商品。在这种情况下，推/拉边界存在于顾客和零售商之间。拉动阶段为订单的满足，运输，顾客的反馈与顾客的发票。推动阶段是生产，库存的补充，运输与付款。第2章 供应链绩效：赢得战略匹配与战略范围8. 711便利店、超级市场连锁店和没过好市多这样的折扣零售商，他们面临的隐含不确定性有什么不同？When customers go to a convenience store chain such as 7-Eleven, they go there for the conve

9、nience of a nearby store and are not necessarily looking for the lowest price. Implied demand uncertainty would be high as customers are looking for a variety of products and convenience versus cost and demand levels are hard to predict. A supermarket chain focuses on cost and quality, with some spe

10、cialty chains adding flexibility by carrying a broader range of products that may be targeted towards customers interested in organic products or ethnic cuisine. Implied demand uncertainty for a supermarket chain tends to be low; shoppers are typically repeat customers and have a constant demand lev

11、el. The supermarket supply chain must be responsive by receiving produce quickly to ensure freshness and have a high service level. Supermarket supply chains tend to be well-established and can improve strategic fit by emphasizing speed to maintain freshness, hence perceived quality.Low price is ver

12、y important to customers of discount retailers such as Costco. This customer is willing to tolerate less variety and even purchase very large package sizes as long as the price is low. Customer demand can be more predictable and supply side needs are large and fairly stable.当顾客去类似7-11的连锁便利店时，他们追求的是邻

13、近商店的便利，寻找最低价对他们来说并没有必要。顾客寻找各种各样的商品时，便利性和成本相对，需求水平很难预料，隐含的需求不确定性会很高。超级市场连锁店关注成本和质量，一些特色的连锁店因为持有大范围的目标客户群为对邮寄产品和民族烹饪有兴趣的顾客的商品而增加了对灵活性的关注。超级市场连锁店的隐含需求不确定性偏低，因为光顾的通常是老顾客并且有一个持续的需求水平。超级市场供应链一定要通过快速接收产品进行响应以确保新鲜度并保持高服务水平。9. 当供应链的每个环节仅仅专注于自己的利润时，在作决定时会引起哪些问题？识别一些有助于零售商和制造商共同努力去拓展战略匹配范围的行动。High inventories,

14、 poor quality, low customer service, increased returns are just a number of problems that occur when each stage of a supply chain focuses solely on its own profits. The trucking company requires full truck loads for delivery forcing the retailer to carry more inventory than wanted or needed. The sup

15、plier offers discounts to their buyers to maximize production but forcing the buyers to purchase in larger quantities than desired. This concept was very prevalent during the 1950s and 1960s as companies to minimize local costs and maximize their own profits.Today, retailers and manufacturers have t

16、he opportunity to plan promotions jointly such as Wal-Mart and P&G. They can share sales information to determine customer trends. Joint product development opportunities are being explored throughout the supply chain between retailers, manufacturers and raw material suppliers.当供应链的每个环节仅仅专注于自己的利润时,(

17、会造成)高库存、低质量、低客户服务，获得的回报。运输公司要进行整车运输迫使零售商持有的库存比需求多。供应商给买家提供价格折扣以使生产最大化，却导致购买者买进超过需求的大批量商品。这个观念，在公司将成本最小化并且使自己的利润最大化的20世纪50年代到60年代很流行。现今，零售商和制造商有机会去共同计划提升，例如沃尔玛和宝洁。他们可以共享销售信息以决定顾客购买倾向。在供应链的零售商、制造商、原材料、供应商之间实现联合产品发展的机会正在探索当中。超级市场供应链趋于完好建立并且能够通过强调速度来提高战略适应性以保持新鲜度，因此被认为是高质量的。低价对于类似“好市多”的折扣零售商的顾客是非常重要的。只要

18、价格低，这些顾客很乐意接受少品种甚至大包装的商品。因此，（对于折扣零售商）顾客的需求很容易被预测，供应需求很大很稳定。第3章 供应链驱动因素与衡量指标2. 汽车制造商如何使用运输提高供应链的效率？Transportation, a logistical driver, entails moving inventory from point to point in the supply chain. The trade-off in transportation is between the cost of transportation and the speed at which produc

19、t is transported. Slower modes of transportation reduce cost, but could be a reasonable approach if suppliers are co-located with the assembly operations. If the supply chain is designed in such a way, and assembly operations are located with proximity to markets, then the supply chain can be run ch

20、eaply without holding too much inventory in transit.运输，物流司机，在供应链中需要实现货物点到点的运输，在运输中需要权衡货物运输的速度和运输成本。速度慢的运输是可以降低运输成本的，但是如果组装作业与供应商在同一处会是一个非常合理的方法。如果供应链按照组装作业安排在离市场非常近的地方这种方式设计供应链，这样供应链可以不需要太多的在途存货就可以以便宜的方式运行。4. 工业物资分销商如何使用信息增加响应性？Information is a cross-functional driver and consists of data and analys

21、is concerning facilities, inventory, transportation, costs, prices, and customers throughout the supply chain. Information serves as a connection among all members of the supply chain and operates within each member to facilitate internal operations. Accurate information can improve responsiveness b

22、y helping an industrial supplier better match supply and demand. Information that is gathered farther down the supply chain can be transmitted instantaneously and accurately to the supplies distributor. Instead of waiting for a human to call or FAX an order, the distributor can replenish inventory t

23、o the necessary levels or provide what is needed to fill the order as it is realized.信息是一个跨职能的驱动程序，包括数据和分析有关的设施，库存，运输，成本，价格，以及整个供应链的客户。信息是供应链各成员间的连接和在每个构件可促进内部操作。准确的信息可以提高响应能力，帮助一个工业供应商更好地匹配供应和需求。那是在更远的供应链可以传送即时、准确地对供应经销商信息。而不是等待一个人打电话或传真订单，经销商可以补充库存的必要水平或提供什么是需要填写订单。第4章 分销网络的设计与在线销售的应用4. 哪种类型的分销网络最

24、适合日用商品？Commodity items are available from many sources and customers expect them to be delivered quickly; if a supply chain cant be responsive, the customers will move on to the next source. A distribution network designed for retail storage with customer pickup achieves quick response for high dema

25、nd, low variety products. Other commodity products can be effectively distributed using distributor storage with last-mile delivery, which is also suited for high demand, quick response products.商品项目可以从许多来源和客户期望他们快速交付,如果供应链不能响应,客户将继续下一个来源。零售的分销网络设计的存储与客户传感器实现高需求的快速响应,低品种产品。其他商品可以使用经销商有效的分布式存储与最后一英里交

26、付，也适合高需求，快速响应产品。7. 为什么在线渠道在PC行业比在食品杂货行业更加成功？在未来，在线渠道在PC行业的价值可能会是怎样的？The PC industry is selling a highly customized product that is purchased on a per-household basis, less routinely than the commodity products that make up groceries. A company like Dell can leverage the Internet as a marketing and d

27、istribution tool to advertise new capabilities and options before bricks and mortar retailers can. Dell also removes whatever intimidation (or frustration) factor might be experienced by conversing with in-store sales representatives. Computers have a very high value to shipping cost ratio, so the i

28、ncreased shipping costs when compared to a traditional store are negligible. Groceries have a much lower ratio; although in-store shoppers are incurring costs to pick up their groceries, those costs are hidden in comparison to the delivery charge on an itemized bill from Peapod.E-business will conti

29、nue to be a valuable tool in the PC industry; none of the advantages currently being enjoyed by Dell and Gateway are likely to change significantly.个人电脑行业是高度定制的产品销售,购买在每户的基础上,通常低于商品构成杂货。像戴尔这样的公司可以利用互联网作为一种营销和分销工具来宣传新功能和选项之前的砖和砂浆零售商。戴尔也删除任何恐吓(或沮丧)所经历的因素可能同店内销售代表谈话。电脑有很高的价值航运成本比率，因此，增加运输成本相比传统商店可以忽略不计

30、。食品有一个低得多的比率；尽管店内顾客付出成本去接他们的杂货，这些成本都隐藏在一个分项账单递送费用的比较从豆荚。 电子商务将继续是一个有价值的工具在个人电脑行业，都享有的优势；目前戴尔和网关可能显著改变。第5章 供应链的网络设计3. 运输成本的上升可能会怎样影响全球化的供应链网络？As transportation costs rise, more companies will elect to place facilities closer to the customer in order to lower overall transportation costs. Companies mu

31、st weigh these increasing costs against the cost of additional inventory and infrastructure costs in making the strategic decision where to place facilities. As transportation costs rise, these decisions will greatly impact overall supply chain profits.随着运输成本的上升，更多的企业选择将设施选址在离客户更近的地方，目的是在总体上降低运输成本。企

32、业在做设施选址问题的决策时，必须权衡这些增加的花销，附加仓库和基础设施花销。因为运输成本上升，这些决策将会在很大程度上影响整个供应链的利益。7. 考虑一个像福特公司这样的企业，其在全球的设施超过150个。请列出拥有很多设施的利弊并考虑这种方式是否适合汽车行业。Automakers often use a multiplant strategy to create server facilities. These server facilities provide product for the market where they are located, thereby taking advantage of tax incentives, local content requirements, tariff barriers, and high logistics costs. This can be a good strategy if market demand exists for your product; when demand drops, the producer is left with expensive excess capacity. If the facilities are flexible, production of popular m