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运营管理

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运营管理

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运营管理是企业管理中营销、研发、运营三大过程职能之一,是企业将各类输入转换为产品和服务的重要职能。学习运营管理,有助于深刻理解企业运行的特点和规律,掌握企业运营所需要的知识和技能。
《运营管理》侧重于理清运营管理的主要逻辑,而非追求内容的全面和完整,精选与运营管理主要过程逻辑相关的内容,分为运营管理概论、运营战略、生产过程组织、设施布置、服务组织与运作、需求预测、生产计划、独立需求库存管理、物料需求计划、准时化与精益生产、制约理论与供应链管理12章内容。
教学内容组织以案例为先导,强化运营逻辑理解,每个单元按照如下几个部分进行课程组织:(1)管理故事:引入管理故事的目的在于能吸引学生关注实际问题,启发兴趣;(2)管理原理及方法:基本理论和方法的讲解,为问题解决做铺垫;(3)管理逻辑:将碎片化的知识进行整合,理解知识框架和建立整体感;(4)管理案例及分析:提供小案例进行原理的应用,大部分章节有案例分析及讲解;(5)管理的在线习题及测试:在线检验学生的学习效果,检查学习目标。采取这样的内容组织形式,一是强调理论方法的应用,二是强调对运营逻辑的把握。
《运营管理》配有二维码关联作者主讲的在线课程,以便读者提升学习效果,也可供教师实施翻转课堂的素材使用;另可进行在线测试,从而检验对相应知识点的掌握程度。
Author Description

邱灿华,男,汉族,江西铅山人。同济大学经济与管理学院博士、副教授,主要研究领域为运营管理、供应链管理、旅游休闲产业管理。1987年进入同济大学学习,获机械工程学士学位、技术经济及管理硕士学位、管理科学与工程博士学位。2004年赴英格兰爱姆伍德学院进修高尔夫与休闲管理,承担运营、管理课程的教学工作20年,擅长从运营哲学角度分析企业运营管理问题,曾获得同济大学经济与管理学院“MBA学生喜爱的教师”称号、同济大学经济与管理学院2017年度教学奖。擅长案例教学,在‘第四届全国管理案例精英赛(2016)“全国总决赛中荣获”教练奖“。

蔡三发,男,汉族,福建长泰人。现任同济大学经济与管理学院研究员、联合国环境署一同济大学环境与可持续发展学院跨学科双聘责任教授。1991年9月进入同济大学读书,先后获得工学学士、经济学硕士、管理学博士。2008年3月至2009年3月在美国纽约州立大学布法罗分校做访问博士后研究。2011年获得上海市浦江人才计划资助。主要从事运营与供应链管理、生产性服务外包、服务型制造等方面的研究工作。主持和参与10余项研究课题,专著《生产性服务外包决策、实施与控制>,参编《运营管理》《运作管理》《采购运作管理》《服务型制造典型模式解读》,译著《供应链管理:原理与工具》《全球贸易之链与世界同步》,发表论文40余篇。
Catalogue

第一章 运营管理概论
第一节 运营管理的基本问题
第二节 运营管理的发展史
第三节 运营的推拉模式

第二章 运营战略
第一节 运营战略概述
第二节 运营战略理论
第三节 运营战略决策过程

第三章 生产过程组织
第一节 过程分析方法
第二节 生产类型
第三节 过程组织原则
第四节 生产流程结构类型选择

第四章 设施布置
第一节 设施布置决策程序
第二节 基本布置类型
第三节 工艺原则布置的设计方法
第四节 产品原则布置的设计方法

第五章 服务设计与组织
第一节 服务类型
第二节 服务战略过程
第三节 服务产品设计
第四节 服务过程设计

第六章 需求预测
第一节 需求预测概述
第二节 时间序列预测
第三节 因果预测
第四节 季节系数与时间序列分解
第五节 预测的评估与总结

第七章 生产计划
第一节 运营计划概论
第二节 综合计划
第三节 主生产计划
第四节 粗生产能力计划

第八章 独立需求库存管理
第一节 库存概述
第二节 库存管理的目标
第三节 库存系统
第四节 定量订货模型
第五节 定期订货模型
第六节 单周期订货(报童问题)模型

第九章 物料需求计划与ERP
第一节 MRP产生的背景
第二节 MRP的基本构成
第三节 基本MRP的计算
第四节 20世纪70年代闭环MRP
第五节 MRPII
第六节 ERP

第十章 准时化和精益生产
第一节 什么是JIT
第二节 JIT的产生背景及哲学
第三节 JIT的技术系统
第四节 精益生产

第十一章 制约理论
第一节 制约理论与最优生产技术概述
第二节 制约理论如何看待企业目标
第三节 如何面对不平衡的生产能力
第四节 OPT的计划与控制

第十二章 供应链管理
第一节 供应链管理概述
第二节 供应链的结构及特征
第三节 供应链的功能与战略
第四节 供应链的绩效指标

附录 标准正态分布表
参考文献
Introduction

运营管理职能是企业管理中营销、研发、运营三大过程职能之一,是企业将各类输入转换为产品和服务的重要职能。学习运营管理能帮助我们深刻理解企业运行的特点和规律,掌握企业运营所需要的知识和技能。运营管理知识是企业管理人员进行沟通及协作所必备的专业知识。
在讲授运营管理课程多年之后,我们发现,对学生而言,运营管理领域的内容庞杂而巨大,在有限的时间里全面学习完整的运营管理内容是十分困难的。教材是追求全面而完整,还是选择必要的基本内容而重点强调运营管理的基本逻辑,是我们组织这本教材时面临的主要抉择。基于学生的实际需求,我们选择了后者。因为在本科的教学过程中,内容太多则使学生难以把握这些内容之间的逻辑关系;对于MBA等专业学位的学生而言,他们需要更加一般化的观察企业运作的视角和方法。因此,以最精练的内容,帮助学生理清运营管理的主要逻辑和思想,成为了我们这本教材的基本目标。
为了使读者更便捷地获取学习资源,本教材在系统化的内容框架基础上,对知识内容进行了有效的碎片化编排,录制了各个知识单元的微课,方便检索学习。视频内容除了在“学堂在线”网站运行之外,读者可以根据对应章节提供的二维码直接链接到教学视频,随时进行碎片化学习,我们也将继续关注学科进展,同步建设视频内容以便随时进行更新。
本教材内容组织以案例为先导,强化运营逻辑理解,每个单元按照如下几个部分进行课程组织:(1)管理故事:引入管理故事的目的在于能吸引学生关注实际问题,启发兴趣;(2)管理原理及方法:基本理论和方法的讲解,为问题解决作铺垫;(3)管理逻辑:将碎片化的知识进行整合,理解知识框架和建立整体感;(4)管理案例及分析:提供小案例进行原理的应用,大部分章节有案例分析及讲解;(5)管理的在线习题及测试:在线检验学生的学习效果,检查学习目标。这几个层面内容的组织,一是强调理论方法的应用,二是强调对运营逻辑的把握。
为了整合多渠道教学资源,建立共享的合作学习平台,读者也可以关注作者创建的微信公众号“知道工坊”进行资源共享,案例的讲解和运营逻辑的视频内容将同步在公众号上发布,部分本科生和MBA学生的案例研究作业也通过公众号进行分享,探索解决在线学习师生沟通和交流的问题,增强教学传播手段,增进与学生互动和沟通,并促成学生之间的合作学习。

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