第12讲管理需求与能力.pptx

Services Marketing2021/7/512.MANAGING DEMAND AND CAPACITYThe Underlying Issue:Lack of Inventory CapacityUnderstanding Capacity ConstraintsUnderstanding Demand PatternsStrategies for Matching Capacity and DemandYield Management:Balancing Capacity Utilization,Pricing,Market Segmentation,and Financial ReturnWaiting Line Strategies:When Demand and Capacity Cannot Be Aligned2021/7/5Gap 3: the service performance gapCustomerService DeliveryGAP 3CompanyCustomer-DrivenService DesignsAnd Standards2021/7/5Key factors related to demand and capacity1.Failure to smooth the peaks and valleys of demand2.Overuse of capacity3.Attracting inappropriate customer segments to build demand4.Relying too much on price to smooth demand2021/7/5The Underlying Issue:Lack of Inventory Capacity服务中供给与需求管理的基本问题是缺乏库存能力。服务企业不能像制造企业那样在淡季建立库存以备后来需求增加时使用。缺乏库存能力归因于服务的易逝性以及生产与消费的同时性。举例说明：航班上的座位与教授的时间。而且，服务不能从一个地方运输到另一个地方，或由一个人传递给另一个人。举例说明：在九寨沟的酒店。2021/7/5The Underlying Issue:Lack of Inventory CapacityThe lack of inventory capability（与需求变动结合起来）leads to 4 scenarios at any given time:1.Demand exceeds maximum capacity2.Demand exceeds optimum capacity3.Demand and supply are balanced at the level of optimum capacity4.Demand is below optimum capacity2021/7/5Understanding Capacity Constraints(1)Time, Labor, Equipment, Facilities,or a combination of theseTime: Legal/consulting/accounting/medicalLabor: Law firm/accounting firm/health clinicEquipment: Delivery/telecommu/health clubFacilities: Hotels/restaurants/hospitals /Airlines/schools/theaters/churches2021/7/5Understanding Capacity Constraints(2) Optimal versus Maximal use of capacityUsing capacity at an optimum level means that resources are fully employed but not overused,and that customers are receiving quality service in a timely manner.Maximum capacity represents the absolute limit of service availability.when equipment/facility constraints, maximum capacity is obvious; when time/labor constraints, maximum capacity is hard to specify. 2021/7/5Understanding