市场不确定环境下的延迟策略应用分析

随着客户对产品、服务需求的日渐多元化、个性化,市场不确定性带来的影响是许多企业经营失败的主要原因,因此,如何应付来自市场的不确定因素是任何企业面临的首要工作.本文站在制造商的角度,分析了在应付不确定因素时延迟策略的角色,根据不确定程度和模块化程度的不同,阐述了四种延迟策略：采购延迟、产品开发延迟、生产延迟和物流延迟.最后本文提出了应用延迟策略的前提条件.

The Application of Postponement Strategy in Ancertain Market Environment

With the increasing variety and individuation in the customers' demand, the effects coming from uncertain factors have been the main causes of operation failure, so looking for the ways to cope with the uncertainty is one of the most important tasks for many enterprises. From the point of the manufacture, this paper analyzes the role of postponement in dealing with the uncertainty, and then describes four kinds of postponement strategies according to the different levels of uncertainty and modularity, including product development postponement, purchasing postponement, production postponement and logistics postponement, finally puts forwards the prerequisites for the application of postponement.