现代信息系统模型在集装箱航运企业核心业务流程改造中的应用研究

【作者】 杜永芳；

【导师】 孟玉红；

【作者基本信息】 上海海运学院 ， 国际贸易， 2002， 硕士

【摘要】 集装箱运输就其业务本身来看，属于跨国性业务，营业范围遍及全球，因而该行业的竞争也必然是一种国际性的竞争。由于国际海运船舶吨位以高于海运运输需求增长的速度发展，使得国际海运市场上的运力总供给远远大于总需求，导致市场竞争异常激烈。在近几年中，大多数航运企业出现了利润减少，甚至亏损的情况。同时发生了大量的合并以及联盟重组。随着新的竞争者不断加入，船舶尺度与船队规模进一步增大，船公司的经营战略不断调整，这一方面体现了航运市场竞争的激烈程度，另一方面说明航运企业对自己的经营状况十分不满。我国的航运市场早已对外开放，而且现在又已迈入了WTO的门槛，虽然这为集装箱运输的发展来说提供了诸多有利因素，但当我们乐观地估计未来的集装箱运输在WTO后将有大的发展的同时，更重要的是应该看到我国航运市场进一步开放对我国集装箱运输业的威胁和挑战。 目前各企业在硬设施上差别甚微，价格也已失去了下降的空间，企业与企业之间的竞争更多的是发生在各自价值链环节上，竞争的范围也从企业内部扩展到整个供应链，尤其是对顾客满意度的提高。各集装箱航运公司已意识到竞争的激烈性，同时也采取了一系列相应的对策，典型的是都进行各自的业务流程改造重组及信息化管理，然而就目前情况来看，这只能算作一种信息技术革命，并没有将信息管理彻底系统化。 本文正是在这样一种背景下，指出了目前制约集装箱航运企业核心业务流程改造重组进程的几个主要问题。在对这些问题进行分析的基础上，提出了切实可行的解决方法，从而引入了现代管理信息系统——WCA分析模型。 鉴于WCA信息系统模型的全新性，也为了使该模型能够被理解并在实践中广泛应用，文章对其战略思想、理念及其组织结构进行了较为详细的理论论述，进而引入Amazon.com业务流程对该模型的成功应用作为样板说明，使其更具说服力，同时也表明WCA模型的实用性。 文章最主要的目的是该模型在集装箱业务流程改造重组中的应用研究。集装箱运输是一项极具流动性且信息量极大的庞大业务体系，从其整个过程来看涉及到订船、单证、箱管、帐务以及内陆运输等一系列流程；从其参与的部门和行业来看包括海关、商检、金融、保险、交通运输等部门，因此，业务过程的改造应从局部推广到整体，即管理者要先用信息系统理念分析单个的业务流程，进而进行整体优化。兼受文章篇幅所限制，本文仅研究 WCA模型在集装箱航运业务单个环节一呼叫中心（Callcente）中的应用。因为呼叫中心可以说是整个集装箱航运客户服务改善的火车头，是顾客与公司进行业务往来的第一站。呼叫中心犹如一扇窗户，也是顾客对于公司的第一印象的来源。是承接公司内外的纽带，在整个集装箱业务流程改造中处于重要战略地位。 应用WCA分析模型，本文对集装箱航运业呼叫中心的建立作了详细全面的研究，并提出了具体的解决措施，具有较高的实践价值，同时也为其它业务环节的管理信息化建立了有章可循的模板。更多还原

【Abstract】 Container shipping belongs to the multinational business, whose business scope spreads over the world wide, therefore its competition also by all means is international. With the higher speed which the tonnage of international shipping transportation increases than that of the shipping transportation requirement development, the total transportation capacity is far larger than gross demand on the market of international shipping transportation, which results in the intense market competition.In the last few years, majority shipping business enterprises encountered the circumstance of reducing profits, even deficiency. Simultaneously there appears a tendency of large quantity of amalgamation and alliance reorganization. Along with the continuous affiliation of new competitors, the increasing ships dimensions and fleet scale, many ship companies are trying to adjust their operating strategy. This illustrates how violent the competition of shipping market is, on the other hand elucidates the shipping business enterprises are very dissatisfied with their own operation condition.When we optimistic estimate many beneficial factors to the development of container shipping after entry to WTO, more important, we should see the coming threat and challenge from the international shipping market.Now the difference that each business enterprise has in the hardware facilities is very tiny, and the shipping price has no space to lower. Under this circumstance, the competition between companies occurs in their own value chain, and the scope of competition expands whole supply chain from inside business, particularly the enhancement of customer satisfaction.They have already been aware of the intense competition, at the same time have also taken a series of counteraction, that is, proceeding business process reorganization and information management. However they are only working on a kind of information technology revolution, not thorough and systematic information management.Under this background, the thesis exactly point out a few key problems exitingin the shipping core business reorganization. Through analyzing these problems,author provides the solution--WCA--modern management informationsystem analysis model.Author first makes an detailed discussion about the strategy thought, principle and framework of WCA model, second takes Amazon.com business process success as an application example, therefore WCA model can be comprehended in the fulfillment extensive application.The purpose of the article most is the WCA’s application study in the container shipping business process reorganization.Container shipping is a big and complicated business system, consisting of tremendous information processing, whose whole process involves to ship order, documents process, accounts and inland conveyance etc, on the other hand, that includes lots of departments, such as maritime customs, financial, insurance, transportation conveyance etc. Therefore, business process reform should expand the whole from the part, accordingly the governor have to use WCA model principle first to analyze the single business process, then optimize the whole business system.Limited by the article space, this thesis only study the WCA model application in single container shipping business--call center.Call center could be taken grant as the locomotive for container shipping customer service improving, also be the first stop that customers deal with company the company. As a window, call center, is the source of the first impression that customers have, located in the important strategy position in the whole business.Appling WCA analysis model, this text make detailed and complete research about the establishing of container shipping call center, and bring up concrete solution measure, which has higher practice value, also establish a template for the continue application of management information.Directed by Du yongfang(lnternational Trade) Tutor: Meng yuhong更多还原