外文翻译设计供应链以用来合理区分原始设备制造商的特点.docx
- 文档编号:25244209
- 上传时间:2023-06-06
- 格式:DOCX
- 页数:10
- 大小:24.14KB
外文翻译设计供应链以用来合理区分原始设备制造商的特点.docx
《外文翻译设计供应链以用来合理区分原始设备制造商的特点.docx》由会员分享,可在线阅读,更多相关《外文翻译设计供应链以用来合理区分原始设备制造商的特点.docx(10页珍藏版)》请在冰豆网上搜索。
外文翻译设计供应链以用来合理区分原始设备制造商的特点
中文3070字
标题:
MakingsupplychaindesigntherationaldifferentiatingcharacteristicoftheOEMs
原文:
Theownershipofthepartsmanufacturerswasconsequentlyfusedtogetherintonewglobalcompanieswithsignificanttechnologicalandinnovationcapabilities.Atthesametime,theOEMsdivestedtheircomponentsandsub-systemsdivisionsinanefforttotapintothenon-OEMautomotivemarkets.ThesedevelopmentsintensifiedtheOEMs’movetooutsourcethebulkofthemanufacturinganddesignofthesubsystemsandcomponentstotheirsuppliersand,ineffect,lostmostoftheirmanufacturingstrengthandbargainingpowertothem;thesupplierscurrentlyaccountfor28%ofthetotalautomotiveindustryprofitsasopposedtoonly24%fortheOEMs.TheoutsourcingtrendhasthusresultedinOEMsrelinquishingtheirhistoricalstrategicroleandtopositionthemselvesmorelikeoriginalbrandmanufacturers(OBMs).
Thesetrendshavecontributedtoanacceleratedincreaseofthesupplyuncertaintyinadditiontothealreadyrecognizeddemanduncertainty.VarioussupplyuncertaintyreductionstrategieshavebeendesignedinordertostabilizetheplanningprocessamongwhichthemostsignificantisthedesigncollaborationwhichincludesthesharingofNPIplansandevenajointNPIplansdesign.
Asthecomponentsandsub-systemsarebeingoutsourced,andthesuppliersareleveragingtheinnovationandtechnologicalcostsacrossOEMs,industrySCstructurehasalsoevolvedintoanextremelycomplexandintricatenetworkinwhichallsupplierstendtohaveshort-termrelationswithmultipleOEMs.Theresult:
anydifferenceinquality,performance,safety,fuelefficiency,andamenitieshasbeenreducedsignificantly.
TheOEMs,inmanyways,havehistoricallybeentreatingSCdesignasa‘‘tactical’’issueseparatefromconcurrentlydesigningtheproductandmanufacturingprocess:
aftertheconceptdesignphase,thePurchasingDepartmentwouldstartcontinuousquestforthelowestcostcomponentsbyestablishinganoptimumbetweenthecapacityandproductioncosts,locationofthesupplier’sfacility,andransportationandlogisticscosts(FinancialTimes2005).Chainperformancewouldthusbemeasuredinoversimplifiedandsometimescounterproductive(costreduction-based)terms.
However,theperformancemeasuresthatemphasizemainlycostsdistortthewayinwhichthechainmembersreachkeydecisionsconcerningwhichcustomersarethemostimportantandthereforethemostprofitabletoserve.Thefundamentalproblemofcost-centricmeasuresisitsfocusonindividualcostsminimizationratherthanonthemaximizationofvaluetoendcustomers(seee.g.SimaputangandSridharan(2002)fordetailsontheadvantagesofcollaborationandcooperationinSCM).
Whilethecost-centricmeasuresmightstillbeacceptableforcomponentswithlowstrategicimportance,lowcustomervisibilityandlowclockspeed(e.g.nutsandbolts),theyarefarlessappropriateforthosewithhighclockspeed.
Thelessonslearnedfromfastmovingindustries(suchasDell,NikeandLi&Fung)teachusthatthecompaniesthathavesuccessfullyoutsourcedtheirmanufacturinginordertolowertheircostsandincreasetheirflexibilityconcomitantlycreatedextremelyvaluableSCcontrolsthatledthemtoremainthedominantplayeroftheSC.Thisinturnhaspermittedthesecompaniestofurtherdifferentiatethemselvesfromtheircompetitorsandhasallowedthemtomaintainasustainablecompetitiveadvantage.NotfollowingthestrategyofimplementingSCcontrols,ontheotherhand,hasseverelylimitedtheabilityoftheOEMstomakethefundamentalSCdesignandsynchronizationdecisionandhasultimatelycausedthemtolosetheirroleasintegratorswithinthevaluechain.
Tomaintaintheirroleasvaluechainintegrators,theOEMsshouldputmoreemphasisontherestructuringoftheirexistingSC;theindustryhastoshiftitsdifferentiationfocusintotherealmofSCdesignandsynchronization.Thisimpliesthatthesupplierselectiondecisionsshouldbeguidednotonlybyoperationalfactorsbutalsobystrategicfactorssuchasflexibility,thecapacitytoinnovate,andthesupplier’sbusiness-technologyalignment.
WhenthedevelopmentoftheSCbecomesintegraltotheNPIprocess,thenthesuppliers’responsibilitiesatdifferentstagesofproductandprocessdesignscouldbeclearlyacknowledgeddependingonthestrategicimportanceandtheclockspeedofdifferentcomponentsandsub-systems.
Infact,inouropinion,thedesignoftheSClinksthatprecedethefinalassemblyshouldbeconsideredastherationaldifferentiatingcharacteristicoftheOEMsfromanoperationalpointofview(agility,innovation,qualityandreliability).Styling,andistributionchanneldesignandmanagement(thepost-OEMassemblyoperations)aretheemotionaldifferentiatingcharacteristicsfromabrandperspective.
ClassifyingcomponentsbasedontheirclockspeedThebarrierstoclockspeed,thedampeners,arethecomplexityoftheproductarchitectureandtheorganizationalinertiaoftheOEMs.Theup-streamratesoftechnologicalinnovation,whicharedictatedbythecustomerdemandsandtheindustrycompetitiveness,areacceleratingastheycascadedownthesupplychain.Inordertocapitalizeonthisdown-streamacceleration,theOEMshavetomodularizetheirproducts’architecture.
Asmentioned,therearedifferentclockspeedsfordifferentautosub-systemsandcomponents.Toillustrate,wecanconsider10ofavehicle’smostrepresentativecomponents.Thesheetmetalandthehardware(screws,bolts,nuts,rivets,etc.)havethelowestclockspeedbecausethesecomponents’rateofchangeandinnovationisrelativelylow.Sheetmetalandautomotivehardwareisproducedinlarge-scalemanufacturingfacilitieswithverylittleflexibility.Theengineeringeffortsarefocusedonefficiencyandoptimizationofprocessesandnotonnewproductdesign.Attheconceptdesignstagealltheproductandprocesscharacteristicsarewellknownandcanbeeasilyplannedfor.Toalesserextent,thesameisvalidforglassandotherautomotiveconstructionmaterialssuchassteel,aluminium,rubberandplastic
Thenon-functionalstructuralcomponentsliketheframes,sub-frames,rearaxels,suspensioncomponentsandtheseatsarelocatedinthemiddleofthescale.Thesecomponentsarefabricatedinlargebatchesandtheengineeringeffortsarefocusedbothonimprovingefficiencyaswellasproductinnovationandquality.Someproductattributesneedtobedesignedanddevelopedaftertheconceptdesignphase
butingeneraltheapproachisconservativeandincrementaltocurrentdesignsandprocesses.
Exteriorandinteriorornamentationcomponentsandcolorsarecloselyrelatedtothelatestdesigntrendsand,asaresult,theyareassociatedwithahigherclockspeedthantheothercomponents.Duringtheconceptphasethedesignfashiontrendsarestillevolvingbutthecoreproductattributes(plasticmoulds,pigments,etc.)areknown,asarethebasicmanufacturingprocesses.Thebatchesaresmallerthantheonesusedforthepreviouscomponentsinordertoensureflexibility.
Theelectroniccomponentsandsoftwarehavethehighestclockspeedamongtheautomotivesub-systems.Duringtheconceptdesignphaseonlytheperformancespecificationscanbedetermined.Eventhesespecificationsaresubjecttochange
pendingtechnologicaladvancementduringthedesignphaseaswellasthesocialpreferencesofthecustomers.
Intheautomotiveindustrythehighestfinancialburdeniscreatedbythehugetimegapbetweenthecapitalinvestmentandthemomentofthefirstsale.Thiscreatesanacuteneedforaccuratesalesvolumespredictionsand,evenmoreimportantly,salesoptionmix.Thebasemodelsvolumes(withlowerstickerpricesandprofitability)areeasiertopredictthanthehighoptioncontentvehicleswhichbringinthemostprofits.Ingeneral,thehighertheclockspeedthelesspredictablethedemandbecomes.Theclockspeedofthecomponentsandtheirassociatedclockspeedscoresareinstrumentalinprioritizingtheproductdesign,processcapacityplanningandSCcoordinationactivitiesduringtheNPIconceptdesignphase.
Classifyingcomponentsbasedontheirstrategicimportance
Fromthegovernmentrequirementsandcustomerpreferencespointofview,thecomponentsandsub-systemscouldalsohavedifferentstrategicimportancetotheOEMs.Infact,aswewillshowlater,the‘‘makeorbuy’’decisionsaswellasthe
designoftheSCduringtheconceptphaseoftheNPIalsorequireagreaterunderstandingofthecomponents’strategicimportance.
Howcouldweorganizethesestrategicdifferences?
Generally,thearchitectureofaproductisconsideredaconstraintforthesourcingdecisions.Intheopenarchitecture(theonewhosespecificationsarepublic),aslongastheperformancespecificationsofaproductaremetthenthemanufacturingprocesscouldbespreadoutsidetheboundariesofonecorporation.Oneofthegreatadvantagesofanopenarchitectureisthatanyonecandesignadd-onproductsforit.Bymakingarchitecturepublic,however,amanufacturerallowsotherstoduplicateitsproduct.BicyclesandPCsareexcellentexamplesofmodularproductswithopenarchitectures.Puttingtogetherstandardizedpartswillresultinthefinalproduct.
Naturally,theextremecomplexityofavehicle(4,000–5,000maincomponentsandupto20,000parts)andtheinheritedintegralcharacterofthesystemmakeitdifficulttodeveloprobustinterfacesandperformancespecificationstoserveasadevelopmentbasefortheindividualsub-systemsandcomponentsfunctionalspecifications.However,theapplicabilityoftheopenarchitectureconcepttoautomanufacturingisagrowingphenomenon.Today,t
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 外文 翻译 设计 供应 用来 合理 区分 原始 设备 制造商 特点