運用創新的策略協同模式於供應鏈管理之客戶分析

Abstract

供應鏈管理是當前企業獲致卓越績效之關鍵能力。然而，在變化快速且日益競爭的環境中，傳統的供應鏈管理架構在面對客戶導向的策略性的轉變時，卻遭遇到了許多挑戰與障礙。文獻指出供應鏈之價值創造的本質在於策略、流程、客戶導向與績效管理的有效整合。但當下仍有許多整合的課題與障礙尚未被有效地解決；而能同時滿足多元管理構面(策略、流程、客戶導向與績效管理)的整合客戶分析更是少見。因此，本研究嘗試提出一整合性的供應鏈策略協調模式以因應傳統的供應鏈管理架構所遇之難題與障礙；並促成策略管理、企業流程、客戶導向與績效衡量等多元管理構面的有效運作。企業在供應鏈管理實務上面對策略性之客戶分析與管理時常見的整合障礙包含高階經營者與實務執行團隊的管理落差以及生產作業與業務銷組織的衝突，導致企業績效不彰。本研究克服許多學術與產業相互磨合之挑戰，在一世界級的公司完成應用供應鏈策略協同模式的個案研究。本研究發現該模式結構化的策略架構定義能力能有效地將抽象的高階經營策略轉化為可具體執行的計畫；並能運用聯合績效評估流程將營運與客戶關係作整體有效的分析，以化解生產與銷售組織間的衝突。總結本研究，起於供應鏈管理整合性課題的釐清；而完成策略協同模式之設計與應用；並配合論述之個案實務經驗，以裨益企業進行供應鏈管理之客戶分析與策略性轉型。

Supply Chain Management (SCM) has emerged as an important element in facilitating superior business performance. In an increasingly dynamic market, an effective SCM model should allow companies to manage customer-driving changes. To create value in SCM, the method should be able to integrate multiple perspectives: strategy, business process, customer driving, and performance management. However, there have been many unresolved issues and barriers in conducting strategic supply chain management, and, moreover, integrated customer analysis studies of SCM have been inadequate. Hence, this research presents an integrated strategic collaboration model to resolve these issues. The originality of the model is the integration of strategy, customer driving, business process, and performance measurement into a holistic approach to SCM. This research resolves the barriers in implementing the model in a world-class company. The company initially encountered the problems in managing customer relationships, e.g., gaps between the senior management and the execution teams, and conflicts between the operations and sales teams. Hence, this research applied the strategic collaboration model to enable the customer relationships to be analyzed based on multiple SCM perspectives. This research demonstrates the capability of the needed to structurally align the strategies of senior management with the actions of execution teams. In addition, the quantitative joint review processes presented have been used to successfully integrate performance evaluation, clustering and strategy refinement in order to perform microeconomics analysis of customer relationships. Through the strategic collaboration model, the company has eliminated both the gaps in strategy alignment and the conflicts in execution. Overall, this research presents an innovative method of integrated customer analysis and strategic SCM.