中文摘要
本文在对国内外流程再造理论分析和借鉴的基础上,结合飞利浦中国家用医
疗的实际情况,采用案例分析的研究方法,对飞利浦中国家用医疗的组织结构和
核心流程进行了描述,分析了飞利浦中国家用医疗在主要业务流程中存在的问题,
如非增值活动、瓶颈问题、浪费问题、不必要活动等,在此基础上进行了组织结
构再造和流程再造。论文主要从以下几个方面展开研究:
(1)系统分析了流程再造的相关理论,总结业务再造流程的概念、核心特征,
并对业务流程再造的方法和技术,尤其对业务流程再造的四个阶段进行论述。
(2)对飞利浦中国家用医疗的组织结构和业务流程进行了描述和分析,并诊断
出其中存在的问题。由于中国市场地位不被认可及新产品导入流程设计的问题,
致使新产品进入中国市场的诸多困难和冗长的周期,产品线也不完整;职责不清、
流程不明确而导致的代理商开发、管理不规范和不到位,业绩差也没能好好跟踪;
由于信息沟通不完善,职责定位不清楚而导致样机管理及产品培训无序;国内没
设安全库存而导致订单处理周期太长;信息系统的缺乏,客户关系及售后服务管
理不到位而顾客满意度较低;组织结构中内部资源的协调问题,导致了业务开展
的不顺畅。
(3)对飞利浦中国家用医疗的业务流程进行再造。制定了飞利浦中国家用医疗
业务流程再造的总体策略、目标、方式和步骤,根据相关理论,并对主要业务流
程进行了再造和组织结构的调整。
(4)对飞利浦中国家用医疗业务流程再造后的效果进行了评价。飞利浦中国家
用医疗再造后的组织结构和业务流程在CRM系统建立、新产品导入的速度和产品
线的丰富度、销售业绩、顾客满意度、代理商的忠诚度等多方面都有显著的提升。
本文案例研究对在中国的外资医疗器械企业,也包括中国众多的医疗器械经
营企业为改进业绩而进行流程再造有很多借鉴意义。
关键词:医疗器械,家用,业务流程再造,新产品导入,CRM
ABSTRACT
This study is based on the BPR theory and concepts have been published in China
domestic or oversea, and by considering the actual situation of Home Healthcare
Solution Business Unit (HHS BU) of Philips.
After identify the bottleneck, waste and non-value-added steps in main business
processes, reengineer the organization and business process. This study covers below
items.
First, summarize the BPR principle, objectives, analysis methodology and key four
phases. Then review HHS BU organization construction and identify the core business
process by value-chain analysis methodology. After evaluation,the project team
confirms the NPI(new product introduction) process,dealer management, demo and
training management, order management, customer relationship and service
management to be reengineered due to complicated reasons,such as unclear process and
responsibility definition, rack IT system support for information sharing, etc.
By following the key four steps, BPR strategy and target definition, BPR evaluation and
process reengineering implementation, then to evaluate the BPR great improvement in
NPI lead time and product lines, sales revenue increase, dealer loyalty, etc. Meanwhile,
the organization changed and CRM system established.
This study is a very good sample could be referred to by those international medical
device companies in China or those thousands China domestic medical device operation
companies to deploy BPR to improve their business performance, win the market.
KEYWORDS: medical device; home use; BPR; NPI; CRM.