社交媒体将彻底改变供应链的管理途径

许多社交媒体的支持者预期，透过微博，Google+ 等工具，将能彻底改变供应链的管理途径。根据最近一篇刊登在《CFO》杂志的文章中，列举了社交媒体可能为供应链带来的五项优点，分别是： 　　●建立知识网络 　　●平衡速度与思考 　　●可携式信息宝库 　　●以社群代替合作 　　●打造创新平台 《CFO》杂志中的这篇文章还引用了Wal-Mart、Intercontinental Hotels与Network Rail等公司采用社交媒体实现创新的例子： “Wal- Mart发展‘供应链温室气体创新计划’(Supplier Greenhouse Gas Innovation Program)，以减少整个供应链所带来的温室气体。Intercontinental Hotels与其供货商共同开发可持续的粮食资源链，以降低成本、提高品质，并支持当地社区。Network Rail则在2011年推出‘创新与供货商参与计划’(Innovation and Supplier Engagement Program)，以提高客户服务水准，并降低生产成本。” 电子供应链也同样致力于降低成本与提高品质，但社交媒体至今仍未在此带来更多影响力。IBM公司最近的一项研究显示，公司主管对于社交媒体的态度因产业不同而有所差异。该报告指出： “在教育(77%)、通信(73%)和零售业(72%)等领域中，有较高比例的CEO预期社交媒体可作为客户参与的重要管道。而在工业产品领域，只有34%的 CEO认为，社交媒体将扮演一个重要的角色。在保险业和电子产品领域中，则分别有51%和52%(低于平均)的CEO认同此看法。” 这项研究报告并未深究CEO看法不同的确切原因。但现在看来，电子产业主管更倾向于认为社交媒体可作为收集客户信息的另一种管道，而不是用来当作发展业务的 平台。IBM的研究补充说：“一位来自日子产业的CEO描述其组织如何透过‘在产品开发中加进用户的心声’，从而协助其B2B客户实现创新。” 在这方面，电子产品经销商在供应链的独特定位使其得以从社交媒体中受益。组件制造商与经销商共享产品开发蓝图，使经销商能瞄准新的产品设计商机。如果一款元件被加进一款设计后，相关的信息就会被引导回供货商处。这些资料有助于供货商决定哪些产品较能成功、其中使用了哪些应用组件，以及客户最常使用的组件文件 案。根据业界观察家表示，所有的相关信息都能协助组件制造商利用于开发下一代产品。 对于制造商和OEM而言，这些通路信息可针对供货商的品管、订单与交货表现、交货时间、价格与可能的其它供应来源提供回馈。由于品牌OEM经常外包其制造，供货商必须仔细审核，因为一旦发生任何问题就可能意味着整条生产线停摆。制造商还必须知道如果无法取得A产品时，必须马上有B产品可出货。 本文授权编译自EBN Online，版权所有，谢绝转载 本文下一页：对社交媒体应该抱更小心谨慎的态度？

相关阅读：
• 云端运算将为沉寂的供应链管理带来创新
• 苹果供应链管理——简约而不简单
• 最新供应链管理策略变化趋势大揭秘7oPesmc

{pagination} 然而，大部份的资料已经被ERP、MRP与EDI等典型的电子产品供应链系统以及内部解决方案撷取与利用了。大部份的资料都被视为是供货商、经销商与OEM所有。品牌厂商通常对于产品底价高度保密，不愿透露给供货商。组件与板设计也被组件制造商与OEM认为是“秘密武器”。由于经销商与EMS供货商所服务的不同OEM之间彼此竞争，为避免有心人士打探消 息，许多信息往往被视为机密而加以深藏。而社交网络的开放性可能与这种供应链的实际运作相互冲突。 因此，电子产业的主管对于社交媒体可能抱持更小心谨慎的态度。根据IBM的研究，尽管社交媒体常被用于作为与客户沟通的方式，企业CEO们认为其真正的价值在于提供了一种洞察力的来源以及一种合作的方式。“我们在使用社交媒体时，很少将它作为一种行销或经销通路，我们通常视其为一个知识平台，用于取得客户的相关信息，”瑞士一家 保险公司的CEO表示。当然，透过社交媒体与客户互动可适时调整客户期待、关系以及个别的互动。 社交媒体在电子供应链的作 用仍十分流畅。它能作为一个交易平台吗？当然可能。它能被用于销售与市场信息吗？当然可以。在接下来的文章中，我还将讨论到社交网络的可移植性与合作优点。 如今供应链所面临的挑战是如何在社交媒体的这些优势与及未知之间取得平衡。在IBM的报告指出，“我们只是还不习惯原来社交媒体的成熟度已经达到可使我们受益多于受损的时候了！” 本文授权编译自EBN Online，版权所有，谢绝转载 编译：Susan Hong 参考英文原文：Social Media Will Revolutionize Supplier Management，by Barbara Jorgensen, EBN Community Editor

相关阅读：
• 云端运算将为沉寂的供应链管理带来创新
• 苹果供应链管理——简约而不简单
• 最新供应链管理策略变化趋势大揭秘7oPesmc

{pagination} Social Media Will Revolutionize Supplier Management Barbara Jorgensen Proponents of social media expect tools such as Facebook, Twitter, and Google+ will revolutionize the way supply chains are managed. A recent article in CFO magazine lists five benefits social media provides to the supply chain. They are: · Creating Knowledge Networks · Balancing Speed and Contemplation · Portable Information Vaults · Replacing Collaboration with Community · Building a Platform for Innovation CFO cites Wal-Mart, Intercontinental Hotels, and Network Rail as examples of companies that have used social media to innovate: Wal-Mart has developed its Supplier Greenhouse Gas Innovation Program to reduce GHGs across its supply chain. Intercontinental Hotels engages its suppliers to develop sustainable food-resource chains in order to reduce cost, improve quality, and support local communities. Network Rail launched an Innovation and Supplier Engagement Program in 2011 to improve customer-service levels and reduce cost. The electronics supply chain also strives to reduce costs and improve quality, yet social media hasn't gained a lot of traction. A recent study conducted by IBM Corp. (NYSE: IBM) shows how executives' attitudes about social media vary from industry to industry. The report stated: A higher percentage of CEOs in education (77 percent), telecommunications (73 percent) and retail (72 percent) expect social media to be a key channel for customer engagement. In industrial products, only 34 percent of CEOs believe social media will play a significant role -- the lowest of all industries; insurance (51 percent) and electronics (52 percent) are below the overall average. The study doesn't delve into the exact reasons for the differing attitudes. But it appears that rather than using social media as a platform to conduct business, electronics executives view it as another means to collect information about customers. The IBM study adds: An electronics industry CEO from Japan described how his organization is helping B2B customers innovate by "incorporating the end user's voice directly into product development." In this regard, electronics distributors may be uniquely positioned in the supply chain to benefit from social media. Components makers share their product development roadmaps with distributors so distributors can target new-product design opportunities. If a component is placed in a design, that information is channeled back to the supplier. This data helps suppliers determine which products are most successful; which applications components are being used in; and the profile of customers most frequently using the devices. All of this information, industry insiders say, can assist component makers in developing their next-generation products. For manufacturers and OEMs, the channel can provide feedback on supplier quality, order and delivery performance, lead times, pricing, and potential second sources. Since brand owners (OEMs) frequently outsource their manufacturing, suppliers have to be carefully vetted because a missed delivery can mean entire production lines shut down. Manufacturers also have to know that if product A is unavailable, product B is ready to ship. However, much of this data is already captured and utilized by the typical electronics supply chain systems: ERP, MRP, EDI, and in-house solutions. Much of this data is considered highly proprietary by suppliers, distributors, and OEMs. Brand owners frequently secure preferential pricing from suppliers that they don't want to share. Component and board designs are considered a "secret sauce" by both component makers and OEMs. Since distributors and electronics manufacturing services (EMS) providers both service OEMs that compete with one another, a great deal of information is kept in silos to keep it secure from prying eyes. The "openness" of social networking may conflict directly with certain supply chain practices. For this reason, electronics executives may be approaching social media with caution. According to the IBM study, which noted: Despite social media's frequent use as a way of communicating to customers, CEOs recognize its real value as a source of insight and a means of collaboration. “We use social media less as a marketing or distribution channel and more as a knowledge platform to obtain information about customers,” explained an insurance CEO from Switzerland. Of course, engaging with customers via social media escalates expectations for timely, relevant and individualized interaction. The role of social media in the electronics supply chain is still very fluid. Could it be used as a transactional platform? Possibly. Can it be used for sales and marketing information? Absolutely. In upcoming blogs, I will look at the portability and collaboration benefits of social networking. The challenge for the supply chain will be balancing these benefits with the unknowns of social media. "We're not yet comfortable that social media has matured to the point we'll benefit more than we'll suffer," explained an industrial products industry CEO in the IBM report.