苹果的供应链管理世界（Apple's world of supply chain
management）
Apple was once in the inventory crisis, inventory finished value of $700 million, the annual inventory turnover rate of less than 13 times.
10 years ago, apple founder Jobs's "a person, a table, a computer can change the world," the paranoid beliefs, so that Apple once fell into the dead line. To save apple, one of Jobs's key actions is to solve the problem of supply chain management. Now, apple through the implementation of demand oriented and pragmatic innovation, design different sales channels, streamline inventory, outsourcing non core business and the construction of supply chain alliance strategy, developed a rapid connection between the supplier, the company and the customer, that do not rely solely on low cost strategy of the supply chain can be achieved enviable achievement the. At the same time, Apple's supply chain world has excessive pressure, suppliers, sales channels of some products are imperfect, product pricing is too high and supply chain instability.
Demand oriented pragmatic design innovation
郑州枫杨外国语学校
Apple is a master of consumer trends. Becau grasp the consumption trend of apple, one of the few brands in the first personal computer market, unfortunately, product ideas too far ahead, let Apple lost in the personal computer in the vast majority of the market share. Then, the ability of human to obrve and lit can be adjusted in a timely manner to meet the needs of the apple building design strategy, innovative and
emoji是什么意思pragmatic, that is for every new product design, apple requires that its engineers to provide three evaluation documents, including files, a market development of a project file and a ur experience in documents; if the three files are the executive committee evaluation and approval, the design team will receive a budget. This market - oriented, not from a technical point of view, but from the market point of view, determine what kind of products and sales price strategy is worth trying.
IPhone, for example, was named "best invention of 2007" by time magazine, although it us mature technology, but it can give consumers a brand new consumer experience. In the ca of musical features, iPhone us the standard headphone interface of the 3.5mm, which means that consumers can enjoy different music via different types of headphones.
Apple's experience shows that although very understanding of consumers, but ahead of the concept
and design may not be able to trigger consumer sympathy, but also need to have the necessary market resources and technical support. In this respect, Apple's success is as much a lesson as it has failed. If Apple hadn't failed, there would have been no HP, no Dell, no Compaq, not even Microsoft.
Differentiated sales channels
Apple for different product types, the u of distinctive sales channels.
星沙英语网For iPhone products, apple is all directly with the operators
to cooperate, through sales divided into profit, in the United States is AT&T, the United Kingdom is O2. But in Chine, when a proud Apple Corp want to be this way copied directly, but was rejected, becau the monopoly China operators than their counterparts in other countries strong. It is understood that, O2 in obtaining the right to ll iPhone at the same time, it means that in the future will be 40% of the income to apple, but this way for China Mobile or Unicom is not feasible.
英文寓言故事For all non iPhone products in the retail terminal, apple market gmentation lection, adopted by authorized stores, stores, chain stores, online retail, online direct marketing authorization four way lin
e. Authorized stores mainly by some lf-employed business, the business for the rapid reaction of the market, be good at climbing, and has a large number of old customer resources. Store chain model, mainly relying on the regular group army, strong stores and
red is the manhigh-quality sales team, hold more of the end consumer groups. Online authorized retail is primarily an excellent network. Finally, in order to allow customers to configure orders, apple began to directly through the Apple store, on Internet receive educational institutions and customer orders,
And configure products directly for them.
terrainStreamline inventory
In 1996, Apple Corp's inventory of finished goods was worth $700 million, bringing the company into a stock crisis, with less than 13 stock turnover. To this end, Apple has adopted a ries of measures to reduce inventory.
First, reduce the number of suppliers. Apple has reduced the size of its original large suppliers to a smaller core group, and began to regularly nd predictive information to vendors to cope with the risk of a surge in inventory for a variety of reasons. However, apple suppliers also put forward a rie
s of brutal perfectionism requirements, no matter when, if a project does not meet the requirements, Apple will require suppliers to make analysis and explain the reason in 12 hours.蓝色用英语怎么说
社交能力的重要性Second, reduce product categories. This is the most basic link in the whole reform, apple put the original more than 15 kinds of product style cut to 4 kinds of basic style of the products, and possibly more standardized components, thus greatly reducing the number of spare production parts and the number of mi-finished products, will be able to focus more on product customization instead, for a large number of products in handling large inventories. For example, iPod nano us almost all of the common IC, thus reducing the time and inventory spent on component preparation. In 2007, apple achieved rapid inventory turnover levels (50.8) and high speed growth (38.6%).
Third, to provide more intangible products. So far, the Apple Corp's demand forecasting, inventory management is still very bad, but Apple provides rvices through the iTunes music store, allow consumers to spend a lot of money in the zero inventory supply chain of goods a sales of nearly $2 billion. Currently, Apple's online iTunes music store has become the world's third largest music retailer, cond only to WAL-MART and best buy.
Apple's turnaround shows that only by reducing the cost of
inventory, can enterpris directly increa profits.
Outsourcing non core business
First, production outsourcing. Although most iPod urs always talked about iPod music and media player by apple production of a very successful, but they don't care who it is or where production produced, and this is what Apple wants. From Taiwan, Hon Hai, ASUS and Inventec Corporation in the u of their mainland factory asmbled millions of iPod, but their name is unknown. The same is also made in the outsourcing decision of board production, Apple has been the production of PC board, but found in the 1998 survey, some manufacturers of the motherboard has better than Apple's own production of computer motherboard, so this part of the business in the year the company decided to ll, and outsourcing later to suppliers complete.
hot potSecond, design outsourcing. As the best innovation company in the world, apple refus to plan its innovation strategy with its own resources. According to statistics, in 2006, high-tech enterpris in R & D investment rankings, apple only 715 million U. S. dollars ranked fifteenth, about the top ranked Microsoft's 1/9. For example, McIntosh pioneered the u of the mou and the iPhone technology ud by Mutli-Touch from other companies, and even the initial development of iPod was outsourced.
Constructing supply chain alliance
haikAt first, Apple had the reputation of making the world's best
