价值链讨论会48243.pptx
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1、Background,Methods and Management Principles背景,方法和管理原则July 2005 2005年7月VALUE CHAIN WORKSHOP价值链讨价值链讨论会论会Canada,November 1999WORKSHOP OBJECTIVES讨论会目标讨论会目标To develop deeper understanding of value chains in the global food system发展对于在全球食品系统中价值链的更深层的理解To address value chain project design and formation从事
2、价值链计划的设计和形成To develop value chain program and project management skills发展价值链项目和计划管理技术Canada,November 1999CONTENT内容内容 Part 1:General introduction on value chain development 部分1:总体介绍价值链发展 Part 2:Principles of value chain project development 部分2:价值链计划发展原理 Part 3:Cases and critical success factors 部分3:案
3、例和重要成功因素Canada,November 1999PART 1GENERAL INTRODUCTION ON VALUE CHAIN DEVELOPMENT部分1:总体介绍价值链发展Canada,November 1999CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Mass individualisationReaction industryconcentrationadded valueinternationalisationnew technologyco-operationFundamental shiftsplurifor
4、m consumersconsumer drivenmarket accessindustry responsibilitysustainable solutionsChain reversalCanada,November 1999consumertradeproducerconsumerretailPresent market pull long term chain orientedPast product push short term linkage orientedtradeproducerretail ChainreversalCHANGES IN THE GLOBAL FOOD
5、 SYSTEMCanada,November 1999CHANGES IN THE GLOBAL FOOD SYSTEMChanging structureproductionproductsdistributionCanada,November 1999DK:FOTEK/MAPPUK:IGDNL:ACCWORLD-WIDE ATTENTION FOR CHAINDEVELOPMENTPT:SPICanada:AFCBrazil:PensaEurope:ECRAustralia:Supermarket to AsiaJapan:Tie-upfood chainThailand:Supply C
6、hainFresh ProduceUS:ECR and EFRCanada,November 1999Retail strategy零售策略零售策略CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Branding商标Internationalisation国际化Interactive home shopping交互式家庭购物Retail activities零售活动零售活动Developing shop floor brand发胀购物层商标Investments in the supply chain投资供给链Mass marketing大
7、规模销售Direct customer relationships 直接客户关系Brand integrity and brand culture商标完整和商标文化Canada,November 1999CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Demands retailers 需求零售商需求零售商Supply certainty供给确定性Just-in-time 正好及时Consistent products一致产品Year-round 全年不变的Category management 种类管理Distinctive capaci
8、ty特色能力Variation,fresh and safe变化,新鲜和安全Good price/quality performance合理价格/质量表现Canada,November 1999CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变New rules of the games新游戏规则新游戏规则-relation based instead of transaction based关系为基础的替代交易为基础的-integrated instead separate approach合作方式替代分离方式-from internal
9、to external focus从内部到外部关注-learning by doing 边做边学-from linkage-maximisation to chain optimisation 从连接最大化到链最优化Canada,November 1999“In the future,agri-food producers,processors and retailers will no longer compete as individual entities.Rather,they will collaborate as a strategic value chain and compet
10、e with other value chains in the market place.“将来,农业食物生产者,加工者和零售商将不再作为单个实体竞争.他们将合作成为策略价值链,同市场中其他的价值链竞争Jan Van Roekel,Executive Director,Agro-Chain Competence FoundationCanada,November 1999Value Chains:A definition 价值链:定义A strategic collaboration of organizations for the purpose of meeting specific m
11、arket objectives over the long term and for the mutual benefits of all links of the chain.组织的策略合作以长期满足特定的市场目标和链个环节间的互相利益Canada,November 1999Traditional Business Relationships传统商业关系Information sharing分享信息-Little or none一点或没有Primary Focus主要关注-Cost/price成本/价格Orientation 定位-Commodity商品Power Relationship
12、有力的关系-Supply push供给推动Org.Structure组织构造-Independent独立的Philosophy哲学体系 -Self optimization个人最优Canada,November 1999The“Traditional”PictureMarket InformationSupplyCanada,November 1999Value Chain Relationships价值链关系价值链关系Information sharing分享信息-Extensive广泛的Primary Focus主要关注-Value/Quality价值/质量Orientation定位-Di
13、fferentiated Product 多样产品Power Relationship有力的关系-Demand Pull需求拉动Org.Structure有力的关系-Interdependent互相依赖Philosophy哲学体系-Chain Optimization链最优Canada,November 1999The“Value Chain”PictureMarket InformationSupplyCanada,November 1999Value Chains:Why Now?价值链:为什么现在?Food safety:a growing concern食品安全:一个增长的关注Prod
14、uct quality and consistency产品质量和一致性New product innovation and differentiation新产品创新和多样化A need to build capacity to respond 需要建立回应的能力Effective strategic alliances can enhance market performance有效的策略联盟可以加强市场表现Canada,November 1999NEEDS FOR STRENGTHENING THE CHAIN 需要加强链需要加强链Quality 质量Sustainability 长久性Sa
15、fety安全Health健康Animal welfare动物福利Low cost strategy低成本策略低成本策略Chain optimisation链最优化Market segmentation市场分割市场分割Chain differentiation链不同化Product differentiationand shorter life cycles生产不同化和短生命周期Satisfy the need for满足需要满足需要Integral chain care整体链注意Canada,November 1999VALUE CHAIN DEVELOPMENT价值链发价值链发展展Plant
16、ania(potted plants)Skovar(pork)Fresh crate(food and retail)HAK(canned vegetables)Aquazon(fish)KKM(dairy sector)HACCP(fixed meals)ProfitabilityImage and trustStandardisationMarketingProduct/market dev.Milk qualityFood safetyTraderFarmerRetailProcessorFarmerProcessorFood serviceCaseIssueInitiatorStart
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