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電腦業供應鏈管理-以筆記型電腦為例




        電腦供應鏈配銷管理

      報告人: 元智大學企管系暨管研所 湯玲郎


筆記型電腦供應鏈管理研究小組
                             1
供應鏈之配銷流程圖
                            製造系統


                 元          製      成
     供           件          造      品         配        顧
     應                                       銷        客


                       研發
                      組織人力
                      資訊系統                   配銷管理

         製造商                    配送體系         海外客戶

                     1. 配銷需求       3. 配銷決策       資訊
                     2. 配銷方法       4. 客戶服務       物流


筆記型電腦供應鏈管理研究小組
                                                          2
The key issues of logistic decision

      (1) Which manufacturers and distribution
          centers were necessary to be existed?
      (2) How many materials and semi-finished
          products were required?
      (3) How many products should be
          manufactured by factory?
      (4) How many products should be sent from
          factory to distribution center, or from
          distribution to customer?
筆記型電腦供應鏈管理研究小組
                                                    3
Objectives

    (1) Analyze the interactive relationship among
        manufacturers, material suppliers,
        distribution centers and customers, then
        build up the logistic distribution
        mathematical models.

    (2) To evaluate the operation cost based on
        these models while adopting different
        BTO or CTO logistic model.

筆記型電腦供應鏈管理研究小組
                                                     4
BTO and CTO logistic system
                                                                  BTO

                Distributor           Global           OEM              Key Parts
                                    Manufacturer                        Supplier A



    Customer


                              CTO
                                                                        Production
                Assembly        Warehouse of          Oversea           Node of
                Center of       Manufacturer         Assembly           Standard-
                Distributor     or Distributor        Center            equipped
                                                   (Assemble to         Product
                                                   standard
                                                   specified            Key Parts
                  Information flow                 products)            Supplier B
                  Goods flow
筆記型電腦供應鏈管理研究小組
                                                                                     5
The characteristic comparison of
               different distribution models

     Description        Model 1:   Model 2:    Model 3:   Model 4:
                       Basic BTO    BTO       Basic CTO    CTO
 1.Raw material                                          
 2.Manufacturing cost                                    
 3.Transportation cost                                   
 4.Storage cost                                          
 5.Custom duty                                            
 6.Oversea assembly                                        
 7.Oversea Hub                                              
   (Semi-finished)
 8.Shipment method       By air     By air    DHL 24 hrs DHL24 hrs

筆記型電腦供應鏈管理研究小組
                                                                     6
Basic information of distribution model


      Key                    Price   Material
              Specification
   components               (USD) supply country
      LCD        13.3 Inches   510    Japan, Korea
      LCD        14.1 Inches   540    Japan, Korea
      LCD        15 Inches     610    Japan, Korea
     DRAM           64M        9.01   Japan, Korea
   (Resource: TSR, 1999/12)

筆記型電腦供應鏈管理研究小組
                                                     7
Test results of logistic models
                              M odel 1            M odel 2        M odel 3            M odel 4
       M odel
                       Taiw an U SA UK Taiw an U SA U K Taiw an U SA U K Taiw an U SA UK
   M aterial supplier / Production country
   LCD from Japan 19274              0    0 19274 19044    0 19274     0      0 19274       0  0
   LCD from K orea           0       0    0     0       0  0     0     0      0     0       0  0
   DRA M from
                        19274        0    0 19274 19044    0 19274     0      0 19274       0  0
   Japan
   DRA M from
                             0       0    0     0       0  0     0     0      0     0       0  0
   Korea
   M aterials storage
                             0       0    0     0       0  0     0     0      0     0       0  0
   -Taiw an
   M aterials storage
                             0       0    0     0       0  0     0     0      0     0       0  0
   -U SA
   Production node / D em and node
   Taiw an
                          230 13908 5136      230 13908 5136 19274     0      0   230 13908 5136
   production
   USA production            0       0    0     0       0  0     0     0      0     0       0  0
   Products storage                                                1390
                             0       0    0     0       0  0   230         5136     0       0  0
   -Taiw an                                                            8
   Products storage
                             0       0    0     0       0  0     0     0      0     0       0  0
   -U SA
   Products storage
                             0       0    0     0       0  0     0     0      0     0       0  0
   -U K
   Total cost (N TD )       386304638           386514618       415404548           441804118
   Index                       100                 100             108                 114


筆記型電腦供應鏈管理研究小組
                                                                                                   8
The cost impact of BTO/CTO model

   (1) The custom duty affects little on the logistic cost.
   (2) If key parts are imported from Japan or Korea,
       under current tax law, the duty rate will be 0.06%
       business duty, and 0.045% trade promotion duty,
       in case they are sold to the domestic market.
   (3) Under the BTO/CTO models, we can see the
       operation cost of CTO is higher than BTO.
   (4) We don’t see any merit of CTO from cost
       viewpoint, but it appears in shortening the
       maximum allowed lead time.

筆記型電腦供應鏈管理研究小組
                                                              9
傳統BTF生產組裝之模式


        Taiwan Info Center     Materials



    Taiwan Info Center       Materials




            US Market          Manufacture



       US Market             Manufacture


筆記型電腦供應鏈管理研究小組
                                             10
SCM模擬系統

     測試情境                  績效指標

    不同模式                  LCD 存貨數量

    需求量上升                 DRAM存貨數量
                  Model
    庫存調整週期                交貨時限

                          存貨週轉期
筆記型電腦供應鏈管理研究小組
                                     11
訂單與原料存量因果圖
                              客戶所下之訂
                              單(累積)


         供貨穩              目標庫存          -     +
         定性                達成率
                -                           下訂單
    材料生                  +   +
    命週期        目標
                                 原料 +
             + 庫存                庫存量
                     +
        -        -       前置
      原料價                時間
      格變化
筆記型電腦供應鏈管理研究小組
                                                  12
當地設立組裝廠BTO模式圖

                  Taiwan Info C                      Taiwan Factory


                 Taiwan Info
                                                  Taiwan Factory
                    Center




     US Market                      Manufacture               Mats in USA



   US Market                      Manufacture           Mats in USA




筆記型電腦供應鏈管理研究小組
                                                                            13
我國筆記型電腦產業之供給鏈系統架構圖
      原料
      原料                        庫存修正
                      訂單     排程  生產  測試         入庫    出貨
                                可修補不良品庫存

                                   運送
      台灣筆
      台灣筆                        庫存修正
      記型電
      記型電        訂單     備料      排程  生產     測試    入庫       出貨
      腦廠商
      腦廠商                        可修補不良品庫存


                   運送              運送                運送

       市場    OEM &
              OEM&              國外            國內
       市場    ODM 庫存        出貨   國外            國內
              ODM               市場 庫存
                                市場
                                         出貨   市場 庫存
                                              市場
                                                          出貨
             客戶
              客戶

            庫存修正
       市場需求預測                                   市場需求

筆記型電腦供應鏈管理研究小組
                                                               14
需求量波動之評估

        1: UAS Need                      2: USA Brand                               1: UAS Need                      2: USA Brand
   1:       10.00                                                              1:       10.00
   2:                                                                          2:

                                                                                                                           1           1

                                               1           1
                    1                                                                           1           1
                                1


   1:                                                                          1:
             5.00                                                              2:        5.00
   2:




                         2                                                                           2

                                                    2            2                                               2              2            2
                                     2                                         1:
   1:
   2:        0.00                                                              2:        0.00
                 1.00        50.75         100.50       150.25        200.00                 1.00        50.75         100.50       150.25        200.00

               Graph 1                     Months          03:19 AM 1998/4/2               Graph 1                     Months          03:22 AM 1998/4/2




            波動需求下存貨水準                                                                    變動需求下存貨水準


筆記型電腦供應鏈管理研究小組
                                                                                                                                                      15
採用BTO模式對我國電腦廠商影響之評估


       1: UAS Need                      2: USA Brand                               1: USA Brand                     2: USA need
  1:       16.00                                                              1:       17.93
  2:                                                                          2:




                                                                                               1




  1:                                          1           1     2             1:
            8.00       2                                                                8.96
  2:                                                                          2:                                               2            2
                   1           1    2              2
                                                                                                           1
                                                                                                    2           2
                                                                                                                                      1


                                                                                                                         1



  1:                                                                          1:
  2:        0.00                                                              2:        0.00
                1.00        50.75         100.50       150.25        200.00                 1.00        50.75         100.50       150.25       200.00

             Graph 1                      Months          02:08 AM 1998/4/2               Graph 1                     Months          02:02 AM 1998/4/2




                           BTO生產模式                                                        傳統BTF生產模式


筆記型電腦供應鏈管理研究小組
                                                                                                                                                   16
「關鍵性零組件之價格波動」模擬結果

          平均      平均
   情   境                      模 擬 結 果
         銷售量     庫存量
 穩定狀況     99.2   447.6           -
 成本上升 10﹪ 101     438 銷售量上升、庫存量降低,但並不能彌補利潤
 定價不變                  的損失。
 成本定價同步 98.5     457.1 銷售量下降、庫存水準上升造成損失。但損失
 上升 10﹪                小於定價不變時 應立即調整筆記型電腦售價。
                              ,
 成本下降 10﹪ 93.6   451.7 短期來看材料庫存的價值下降將使得廠商蒙受
 定價不變                  損失,而且不宜立即調整筆記型電腦售價。
 成本定價同步 99.7     446.7 銷售量上升、庫存水準下降,但幅度不足 1%,
 下降 10﹪                廠商不應立即調整筆記型電腦價格。
 (單位:千台)
筆記型電腦供應鏈管理研究小組
                                           17
發展自有品牌系統基模

           自有品牌 -
       +
            銷售量
                             時間滯延(受制於原料之前置時間)
                 -   +


   發展自           庫存水準             庫存調整       產量       成本
   有品牌                        -          +        -
                                             (經濟規模)
                         -
                                    +


        ODM與OEM      + ODM與OEM
       - 客戶訂單         業務之銷售量 -

筆記型電腦供應鏈管理研究小組
                                                       18
「發展自有品牌」模擬結果彙總表
                   銷售 成本
       情    境                    模 擬 結 果
                   損失 降低
   開發自有品牌且競爭力                   雖然成本降低 ,但是銷售損失大於
   提昇 10% , ODM 廠商抽 -32.6 15.10 成本的降低 ,短期將使廠商蒙受損
   掉10%訂單                       失
   開發自有品牌且競爭力                   雖然成本降低 ,但是銷售損失大於
   提昇 20% , ODM 廠商抽 -20.3 17.15 成本的降低 ,短期將使廠商蒙受損
   掉10%訂單                       失
   開發自有品牌且競爭力
                                雖然銷售量有損失 ,但是成本的降
   提昇 30% , ODM 廠商抽 -12.9 21.24
                                低大於銷售量損失
   掉10%訂單
                                雖然銷售量有損失 ,但是成本的降
   開發自有品牌且競爭力
                                低大於銷售量損失 ,因此銷售競爭
   提昇 40% , ODM 廠商抽 -1.1 26.36
                                力提高超過 30%時便是發展自有品
   掉10%訂單
                                牌的好時機
   (單位:千台)
筆記型電腦供應鏈管理研究小組
                                                    19
「廠商經營型態」之周轉週數結果

                     1: turn ratio                            2: turn ratio

                1:           89.50

                                                   一般情況周轉週數

                                                速食店模式周轉天數
     (單位 :千台)




                                                                                       1
      單位




                                                                          1

                1:           44.75

                                                      1
                                                                              2

                                                          2




                                            2                                               2



                1:            0.00     1
                                     1.00         50.75          100.50           150.25                     200.00

                                Graph 2                           Weeks               08:25 AM   1997/5/19




筆記型電腦供應鏈管理研究小組
                                                                                                                      20
「廠商經營型態」之供應鏈庫存

                    1: store stock                          2: store stock

               1:           31.31



                                            一般情況供應鏈庫存                                 1




                                                                      1
     (單位
      單位:千台)




                                                                             2            2
               1:           16.04                   1




                                                        2

                                            2                                增加直銷比
                                                                             率之供應鏈
                                                                             庫存
               1:            0.77
                                     1.00       50.75           100.50           150.25             200.00

                                Graph 2                         Weeks               08:06 AM 1997/5/19




筆記型電腦供應鏈管理研究小組
                                                                                                             21
結 語

       1.電腦廠商不易掌管配銷流程
       2.訂單電子化有助於廠商掌握配
         銷通路的變化
       3. 可用數學模式評估不同的配銷
          模式
       4. 系統模擬可以輔助配銷決策

筆記型電腦供應鏈管理研究小組
                          22

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IE-030 電腦供應鏈配銷管理

  • 1. 電腦業供應鏈管理-以筆記型電腦為例 電腦供應鏈配銷管理 報告人: 元智大學企管系暨管研所 湯玲郎 筆記型電腦供應鏈管理研究小組 1
  • 2. 供應鏈之配銷流程圖 製造系統 元 製 成 供 件 造 品 配 顧 應 銷 客 研發 組織人力 資訊系統 配銷管理 製造商 配送體系 海外客戶 1. 配銷需求 3. 配銷決策 資訊 2. 配銷方法 4. 客戶服務 物流 筆記型電腦供應鏈管理研究小組 2
  • 3. The key issues of logistic decision (1) Which manufacturers and distribution centers were necessary to be existed? (2) How many materials and semi-finished products were required? (3) How many products should be manufactured by factory? (4) How many products should be sent from factory to distribution center, or from distribution to customer? 筆記型電腦供應鏈管理研究小組 3
  • 4. Objectives (1) Analyze the interactive relationship among manufacturers, material suppliers, distribution centers and customers, then build up the logistic distribution mathematical models. (2) To evaluate the operation cost based on these models while adopting different BTO or CTO logistic model. 筆記型電腦供應鏈管理研究小組 4
  • 5. BTO and CTO logistic system BTO Distributor Global OEM Key Parts Manufacturer Supplier A Customer CTO Production Assembly Warehouse of Oversea Node of Center of Manufacturer Assembly Standard- Distributor or Distributor Center equipped (Assemble to Product standard specified Key Parts Information flow products) Supplier B Goods flow 筆記型電腦供應鏈管理研究小組 5
  • 6. The characteristic comparison of different distribution models Description Model 1: Model 2: Model 3: Model 4: Basic BTO BTO Basic CTO CTO 1.Raw material     2.Manufacturing cost     3.Transportation cost     4.Storage cost     5.Custom duty    6.Oversea assembly   7.Oversea Hub  (Semi-finished) 8.Shipment method By air By air DHL 24 hrs DHL24 hrs 筆記型電腦供應鏈管理研究小組 6
  • 7. Basic information of distribution model Key Price Material Specification components (USD) supply country LCD 13.3 Inches 510 Japan, Korea LCD 14.1 Inches 540 Japan, Korea LCD 15 Inches 610 Japan, Korea DRAM 64M 9.01 Japan, Korea (Resource: TSR, 1999/12) 筆記型電腦供應鏈管理研究小組 7
  • 8. Test results of logistic models M odel 1 M odel 2 M odel 3 M odel 4 M odel Taiw an U SA UK Taiw an U SA U K Taiw an U SA U K Taiw an U SA UK M aterial supplier / Production country LCD from Japan 19274 0 0 19274 19044 0 19274 0 0 19274 0 0 LCD from K orea 0 0 0 0 0 0 0 0 0 0 0 0 DRA M from 19274 0 0 19274 19044 0 19274 0 0 19274 0 0 Japan DRA M from 0 0 0 0 0 0 0 0 0 0 0 0 Korea M aterials storage 0 0 0 0 0 0 0 0 0 0 0 0 -Taiw an M aterials storage 0 0 0 0 0 0 0 0 0 0 0 0 -U SA Production node / D em and node Taiw an 230 13908 5136 230 13908 5136 19274 0 0 230 13908 5136 production USA production 0 0 0 0 0 0 0 0 0 0 0 0 Products storage 1390 0 0 0 0 0 0 230 5136 0 0 0 -Taiw an 8 Products storage 0 0 0 0 0 0 0 0 0 0 0 0 -U SA Products storage 0 0 0 0 0 0 0 0 0 0 0 0 -U K Total cost (N TD ) 386304638 386514618 415404548 441804118 Index 100 100 108 114 筆記型電腦供應鏈管理研究小組 8
  • 9. The cost impact of BTO/CTO model (1) The custom duty affects little on the logistic cost. (2) If key parts are imported from Japan or Korea, under current tax law, the duty rate will be 0.06% business duty, and 0.045% trade promotion duty, in case they are sold to the domestic market. (3) Under the BTO/CTO models, we can see the operation cost of CTO is higher than BTO. (4) We don’t see any merit of CTO from cost viewpoint, but it appears in shortening the maximum allowed lead time. 筆記型電腦供應鏈管理研究小組 9
  • 10. 傳統BTF生產組裝之模式 Taiwan Info Center Materials Taiwan Info Center Materials US Market Manufacture US Market Manufacture 筆記型電腦供應鏈管理研究小組 10
  • 11. SCM模擬系統 測試情境 績效指標 不同模式 LCD 存貨數量 需求量上升 DRAM存貨數量 Model 庫存調整週期 交貨時限 存貨週轉期 筆記型電腦供應鏈管理研究小組 11
  • 12. 訂單與原料存量因果圖 客戶所下之訂 單(累積) 供貨穩 目標庫存 - + 定性 達成率 - 下訂單 材料生 + + 命週期 目標 原料 + + 庫存 庫存量 + - - 前置 原料價 時間 格變化 筆記型電腦供應鏈管理研究小組 12
  • 13. 當地設立組裝廠BTO模式圖 Taiwan Info C Taiwan Factory Taiwan Info Taiwan Factory Center US Market Manufacture Mats in USA US Market Manufacture Mats in USA 筆記型電腦供應鏈管理研究小組 13
  • 14. 我國筆記型電腦產業之供給鏈系統架構圖 原料 原料 庫存修正 訂單 排程 生產 測試 入庫 出貨 可修補不良品庫存 運送 台灣筆 台灣筆 庫存修正 記型電 記型電 訂單 備料 排程 生產 測試 入庫 出貨 腦廠商 腦廠商 可修補不良品庫存 運送 運送 運送 市場 OEM & OEM& 國外 國內 市場 ODM 庫存 出貨 國外 國內 ODM 市場 庫存 市場 出貨 市場 庫存 市場 出貨 客戶 客戶 庫存修正 市場需求預測 市場需求 筆記型電腦供應鏈管理研究小組 14
  • 15. 需求量波動之評估 1: UAS Need 2: USA Brand 1: UAS Need 2: USA Brand 1: 10.00 1: 10.00 2: 2: 1 1 1 1 1 1 1 1 1: 1: 5.00 2: 5.00 2: 2 2 2 2 2 2 2 2 1: 1: 2: 0.00 2: 0.00 1.00 50.75 100.50 150.25 200.00 1.00 50.75 100.50 150.25 200.00 Graph 1 Months 03:19 AM 1998/4/2 Graph 1 Months 03:22 AM 1998/4/2 波動需求下存貨水準 變動需求下存貨水準 筆記型電腦供應鏈管理研究小組 15
  • 16. 採用BTO模式對我國電腦廠商影響之評估 1: UAS Need 2: USA Brand 1: USA Brand 2: USA need 1: 16.00 1: 17.93 2: 2: 1 1: 1 1 2 1: 8.00 2 8.96 2: 2: 2 2 1 1 2 2 1 2 2 1 1 1: 1: 2: 0.00 2: 0.00 1.00 50.75 100.50 150.25 200.00 1.00 50.75 100.50 150.25 200.00 Graph 1 Months 02:08 AM 1998/4/2 Graph 1 Months 02:02 AM 1998/4/2 BTO生產模式 傳統BTF生產模式 筆記型電腦供應鏈管理研究小組 16
  • 17. 「關鍵性零組件之價格波動」模擬結果 平均 平均 情 境 模 擬 結 果 銷售量 庫存量 穩定狀況 99.2 447.6 - 成本上升 10﹪ 101 438 銷售量上升、庫存量降低,但並不能彌補利潤 定價不變 的損失。 成本定價同步 98.5 457.1 銷售量下降、庫存水準上升造成損失。但損失 上升 10﹪ 小於定價不變時 應立即調整筆記型電腦售價。 , 成本下降 10﹪ 93.6 451.7 短期來看材料庫存的價值下降將使得廠商蒙受 定價不變 損失,而且不宜立即調整筆記型電腦售價。 成本定價同步 99.7 446.7 銷售量上升、庫存水準下降,但幅度不足 1%, 下降 10﹪ 廠商不應立即調整筆記型電腦價格。 (單位:千台) 筆記型電腦供應鏈管理研究小組 17
  • 18. 發展自有品牌系統基模 自有品牌 - + 銷售量 時間滯延(受制於原料之前置時間) - + 發展自 庫存水準 庫存調整 產量 成本 有品牌 - + - (經濟規模) - + ODM與OEM + ODM與OEM - 客戶訂單 業務之銷售量 - 筆記型電腦供應鏈管理研究小組 18
  • 19. 「發展自有品牌」模擬結果彙總表 銷售 成本 情 境 模 擬 結 果 損失 降低 開發自有品牌且競爭力 雖然成本降低 ,但是銷售損失大於 提昇 10% , ODM 廠商抽 -32.6 15.10 成本的降低 ,短期將使廠商蒙受損 掉10%訂單 失 開發自有品牌且競爭力 雖然成本降低 ,但是銷售損失大於 提昇 20% , ODM 廠商抽 -20.3 17.15 成本的降低 ,短期將使廠商蒙受損 掉10%訂單 失 開發自有品牌且競爭力 雖然銷售量有損失 ,但是成本的降 提昇 30% , ODM 廠商抽 -12.9 21.24 低大於銷售量損失 掉10%訂單 雖然銷售量有損失 ,但是成本的降 開發自有品牌且競爭力 低大於銷售量損失 ,因此銷售競爭 提昇 40% , ODM 廠商抽 -1.1 26.36 力提高超過 30%時便是發展自有品 掉10%訂單 牌的好時機 (單位:千台) 筆記型電腦供應鏈管理研究小組 19
  • 20. 「廠商經營型態」之周轉週數結果 1: turn ratio 2: turn ratio 1: 89.50 一般情況周轉週數 速食店模式周轉天數 (單位 :千台) 1 單位 1 1: 44.75 1 2 2 2 2 1: 0.00 1 1.00 50.75 100.50 150.25 200.00 Graph 2 Weeks 08:25 AM 1997/5/19 筆記型電腦供應鏈管理研究小組 20
  • 21. 「廠商經營型態」之供應鏈庫存 1: store stock 2: store stock 1: 31.31 一般情況供應鏈庫存 1 1 (單位 單位:千台) 2 2 1: 16.04 1 2 2 增加直銷比 率之供應鏈 庫存 1: 0.77 1.00 50.75 100.50 150.25 200.00 Graph 2 Weeks 08:06 AM 1997/5/19 筆記型電腦供應鏈管理研究小組 21
  • 22. 結 語 1.電腦廠商不易掌管配銷流程 2.訂單電子化有助於廠商掌握配 銷通路的變化 3. 可用數學模式評估不同的配銷 模式 4. 系統模擬可以輔助配銷決策 筆記型電腦供應鏈管理研究小組 22