Концепция
Corporatestrategyisageneraltermforvariouscorporatestrategies,includingcompetitivestrategy,marketingstrategy,developmentstrategy,brandstrategy,financingstrategy,technologydevelopmentstrategy,talentDevelopmentstrategy,resourcedevelopmentstrategy,etc.Enterprisestrategiesareendless,forexample,informatizationisabrand-newstrategy.Althoughtherearemultiplecorporatestrategies,thebasicattributesarethesame.Theyareallstrategiesfortheenterprise,andtheyareallstrategiesforthecompany'sintegrity,long-term,andbasicissues.
Например:
Corporatecompetitionstrategyisastrategyforcorporatecompetition,astrategyforcorporatecompetitionasawhole,long-term,andbasicissues;
Technologydevelopmentstrategyisastrategyforenterprisetechnologydevelopment,astrategyfortheoverall,long-term,andbasicissuesofenterprisetechnologydevelopment;
Enterprisetalentstrategyisastrategyforenterprisetalentdevelopment,anditisastrategyforenterprisetalentdevelopment.Developstrategiesforholistic,long-term,andfundamentalissues.
Andsoon,it'sallthesame.Variouscorporatestrategieshavesimilaritiesanddifferences,thesameisthebasicattribute,andthedifferenceisthelevelandangleofplanningtheproblem.Inshort,nomatterwhataspectofthestrategy,aslongasitinvolvestheoverall,long-term,andbasicissuesoftheenterprise,itbelongstothecategoryofcorporatestrategy.
Marketingdefinescorporatestrategyasalong-termstrategyforsurvivalanddevelopmentbasedonsummarizinghistoricalexperience,investigatingthestatusquo,andpredictingthefutureinanenvironmentoffiercemarketeconomycompetition.Acomprehensiveplanorplan.
Whenacompanysuccessfullyformulatesandexecutesvaluecreationstrategies,itcanobtainstrategiccompetitiveness(strategiccompetitiveness).
Astrategyisaseriesofcomprehensiveandcoordinatedagreementsandactionsdesignedtodevelopcorecompetitivenessandgaincompetitiveadvantage.Ifastrategyischosen,thecompanyhasmadeachoiceamongdifferentwaysofcompetition.Inthissense,thestrategicchoiceindicateswhatthecompanyintendstodoandwhatnottodo.Whenacompanyimplementsastrategythatcannotbecopiedbycompetitorsoristoocostlytoimitate,itgainscompetitiveadvantage(competitiveadvantage).Onlywhenthecompetitor’seffortstoimitateitsstrategystoporfail,anorganizationcanbeconfidentthatitsstrategyhasproducedoneormoreusefulcompetitiveadvantages.Inaddition,thecompanymustalsounderstandthatnocompetitiveadvantageispermanent.Thespeedatwhichacompetitoracquirestheskillsusedtoreplicatethecompany'svaluecreationstrategydetermineshowlongthecompany'scompetitiveadvantagecanlast.
Тип
Thetypesofcorporatestrategiesinclude:developmentstrategy,stabilitystrategy,contractionstrategy,mergerandacquisitionstrategy,costleadershipstrategy,differentiationstrategyandcentralizationstrategy.
Developmentstrategiesincludeintegratedstrategies,diversifiedstrategies,andintensivegrowthstrategies.
Integrationstrategyincludesverticalintegrationstrategyandhorizontalintegrationstrategy.Obtainingownershiporstrengtheningcontroloverdistributorsorretailersiscalledforwardintegration.Obtainingownershiporstrengtheningcontroloversuppliersiscalledbackwardintegration.Obtainingownershiporstrengtheningcontrolovercompaniesthatproducesimilarproductsiscalledhorizontalintegration.Horizontalintegrationcanbeachievedthroughthefollowingchannels:purchase,merger,andalliance.
Thetypesofdiversificationstrategiesinclude:concentricdiversificationandcentrifugaldiversification.Concentricdiversification,alsoknownasrelateddiversification,isastrategytoenterrelatedindustriesbasedonexistingbusinesses.Whenacompanyhasastrongcompetitiveadvantageinanindustry,andthegrowthorattractivenessoftheindustrygraduallydeclines,itismoreappropriatetoadoptaconcentricdiversificationstrategy.Centrifugaldiversification,alsoknownasunrelateddiversification.Thegoalofusingcentrifugaldiversificationistobalancecashflowfromfinancialconsiderationsorobtainnewprofitgrowthpoints.
Intensivegrowthstrategy,alsoknownasenhancedgrowthstrategy,referstoacompany’sgrowthratefasterthaninthepasttoincreasethesalesofanorganization’sexistingproductsorbusiness,Profitamountandmarketshare.Therearethreetypes:marketpenetrationstrategy(companiestakevariousmoreactivemeasurestoexpandthesalesofexistingproductsintheexistingmarket,andteachingcustomerstouseproductsiscurrentlythebestmarketpenetrationstrategy),marketdevelopmentstrategyandproductdevelopmentstrategy.
Stablestrategy,alsoknownasdefensivestrategyandmaintenancestrategy,includesfourtypes:suspensionstrategy,nochangestrategy,profit-maintainingstrategy,andcautiousforwardstrategy.
Contractionstrategy,alsoknownaswithdrawalstrategy,includesthreetypes:transformationstrategy,abandonmentstrategy,andliquidationstrategy.
Theadvantagesofcost-leadingstrategyinclude:itcanresisttheattackofcompetitors;ithasstrongbargainingpowerwithsuppliers;ithasformedbarrierstoentry.
Applicableconditionsforcostleadershipstrategy:marketdemandhasgreaterpriceelasticity;mostcompaniesintheindustryproducestandardizedproducts,andpricefactorsdeterminetheirmarketposition;therearefewwaystoachieveproductdifferentiation;Mostcustomersuseproductsinthesameway;whenuserschangetheirpurchasesfromonesellertoanother,theconversioncostisverysmall,sotheytendtobuythemostfavorableproducts.
Therisksofadoptingadifferentiationstrategyinclude:competitorsmayimitateandmakethedifferencedisappear;maintainingproductdifferentiationisoftenatthecostofhighcosts;productandservicedifferencesaremeaninglesstoconsumers;andThecostgapbetweencompetitorsistoolarge;ifcompanieswanttoachieveproductdifferentiation,sometimestheyhavetoabandonthegoalofgainingahighermarketshare.
Thecentralizedstrategycanbedividedinto:centralizedcostleadershipstrategyandcentralizeddifferentiationstrategy.Theconditionsofthecentralizationstrategyinclude:limitedresourcesandcapabilitiesofthecompany,itisdifficulttoachievecostleadershipordifferentiationintheentireindustry,andonlyselectindividualmarketsegments;thetargetmarkethasalargedemandspaceorgrowthpotential;competitorsinthetargetmarketAunifiedstrategyhasnotbeenadopted.Therisksofimplementingacentralizedstrategyinclude:competitorsmayimitate;demandinthetargetmarketdeclinesduetotechnologicalinnovation,theemergenceofsubstitutes,etc.;duetothesmalldifferencebetweenthetargetmarketsegmentandothermarketsegments,alargenumberofcompetitorsfloodintothesegmentMarket;newentrantsre-segmentthemarket.
Процес
1. Стратегически анализ
Strategicanalysisistosummarizethekeyfactorsaffectingthedevelopmentoftheenterpriseanddeterminethespecificinfluencingfactorsinthestrategicselectionstep.Includingthefollowingthreemainaspects:
(1)Determinethemissionandgoalsoftheenterprise.Takethecompany'smissionandgoalsasthebasisforformulatingandevaluatingcorporatestrategies.
(2)Analyzetheexternalenvironment.Theexternalenvironmentincludesthemacroenvironmentandthemicroenvironment.
(3)Analyzeinternalconditions.Strategicanalysismustunderstandtherelativepositionoftheenterpriseitself,whatresourcesandstrategiccapabilitiesithas;understandtheinterestexpectationsoftherelevantstakeholdersoftheenterprise,andhowthesestakeholderswillreactintheprocessofstrategyformulation,evaluationandimplementation.
Второ, стратегически избор
Theproblemtobesolvedinthestrategicchoicestageis"wheretodeveloptheenterprise".Thestepsaredividedintothreesteps:
1. Разработете план за стратегически избор
Accordingtothedegreeofinvolvementofmanagersatdifferentlevelsinstrategicanalysisandstrategicchoice,themethodofstrategyformationisdividedintothreeOneform:
(1)Fromtoptobottom.First,thetopmanagementoftheenterpriseformulatestheoverallstrategyoftheenterprise,andthenthesubordinatedepartmentsspecifytheoverallstrategyoftheenterpriseaccordingtotheiractualconditionstoformasystematicstrategicplan.
(2)Frombottomtotop.Thetopmanagementoftheenterprisedoesnotmakespecificregulationsforthesubordinatedepartments,butrequiresalldepartmentstoactivelysubmitstrategicplans.
(3)Combineupanddown.Thetopmanagementoftheenterpriseandthemanagementpersonnelofvarioussubordinatedepartmentsparticipatetogether,andthroughcommunicationandconsultationbetweentheupperandlowermanagementpersonnel,anappropriatestrategyisformulated.
Themaindifferencebetweenthethreeformsisthedegreeofcentralizationanddecentralizationinstrategyformulation.
2. Оценка на стратегическите алтернативи
Twocriteriaareusuallyusedtoevaluatestrategicalternatives:oneistoconsiderwhethertheselectedstrategyexertstheadvantagesoftheenterpriseandovercomesthedisadvantages,whetherTheopportunityisusedtoreducethethreattoaminimum;thesecondistoconsiderwhethertheselectedstrategycanbeacceptedbythecompany'sstakeholders.
3. Избор на стратегия
referstothefinalstrategicdecision,thatis,determiningthestrategytobeimplemented.Ifthereareinconsistenciesintheevaluationofmultiplestrategicplanswithmultipleindicators,thefollowingmethodscanbeconsideredtodeterminethefinalstrategy:(1)Usecorporategoalsasthebasisforselectingstrategies.
(2) Представяне на висшето ръководство за одобрение.
(3) Наемане на външни агенции.
(4) Стратегически политики и планове.
Трето, внедряване и контрол на стратегията
Strategyimplementationandcontrolistotransformstrategyintoaction.Itmainlyinvolvesthefollowingissues:
(1)Howtoallocateanduseexistingresourcesinvariousdepartmentsandlevelswithintheenterprise.
(2)Inordertoachievecorporategoals,whatexternalresourcesneedtobeobtainedandhowtousethem.
(3)Inordertoachievetheestablishedstrategicgoals,whatadjustmentsarenecessarytotheorganizationalstructure.
(4)Howtodealwiththeredistributionofbenefitsandtheadaptationofcorporateculture,andhowtomanagecorporateculturetoensurethesuccessfulimplementationofcorporatestrategy.
Уточняване на корпоративни задачи
Whenspecifyingtasks,companiesshouldfocusonthefollowingfactors:
Corporatehistoryandculture
Намеренията на собствениците на бизнеса и висшия мениджмънт
Външната среда на бизнеса и нейните промени
Ресурсни условия на предприятието
Основни възможности и предимства на предприятието
Цели на предприятието
Бизнес целите включват:
Целта на корпоративната рентабилност
Целта на производствената ефективност
Целта на продуктовата структура и продуктовия имидж
Целта на пазарната конкурентна позиция
Thegoalispracticalandfeasible,andthedeterminationoftheenterprisegoalmustmeetthefollowingrequirements:
Theenterprisegoalshouldmeettherequirementsofthebasictaskoftheenterprise
TheenterprisegoalItmustbeclear,specific,andquantifiedasmuchaspossible
Correspondingstrategiesandmeasuresshouldensurecorporategoals
комбинация
TheBostonConsultingGroupisawell-knownmanagementconsultingcompanyintheUnitedStates.Thecompanyadvocatesthatcompaniesusethe"marketgrowthrate-marketsharematrix"toevaluatethecompany'sexistingproductsorbusinesses,referredtoastheBCGmethod.
Thematrixchartdividesallbusinessunits(orproducts)ofanenterpriseintofourdifferenttypes:
1.Starcategory(highmarketgrowthrateandhighrelativemarketshare)
2, категория Телец (нисък пазарен темп на растеж, висок относителен пазарен дял)
3,проблемна категория(висок пазарен растеж,нисък относителен пазарен дял)
4. Thindogs (нисък пазарен темп на растеж и нисък относителен пазарен дял)
Влияещи фактори
Thefirstfactorthataffectsstrategyshouldbelong-termplanning.Mission,corevaluesandvisionarethethreecomponentsoflong-termplanning,andarealsothecorepartofanenterprise'sexistence.Intheprocessofstrategicplanning,missionandvisionalwaysguidethedirectionandrequirementsofstrategyformulation;corevaluesguidestrategicthinkingandexecutionstrategies.
Thesecondfactorthataffectsstrategicmanagementistheexternalenvironment.Thisexternalenvironmentincludesthemacroenvironmentandtheindustrialenvironment.Theso-calledmacroenvironmentmainlydependsontheeconomicconditionsoftheregionandtheeconomicconditionsofeacheconomiccycle.TheindustrialenvironmentcanlearnfromPorter'sfiveforcesmodel,includingsuppliers,customers,competitors,substitutes,andpotentialcompetitors.
Atthesametime,strategicmanagementisalsorelatedtointernalfactors.Internalfactorsincludetwoaspects.Thefirstistheso-calledcorecompetitivenessofenterprisesadvocatedbyHamelandPrahalad.
Thesecondiscorporateculture.Theinfluenceofcorporatecultureoncompanystrategymainlyincludesthefollowingpoints(HenryMintzberg"StrategicHistory"):
1, стил на вземане на решения
2, предотвратяване на промяната на стратегията
3. Преодоляване на пречките за стратегическа промяна
4. Водещи ценности
5.Културен конфликт
Модел на управление
CapabilityStrategy
Thecapability-basedviewbelievesthatanorganizationisaknowledgesystem.Intheorganization,creatingnewknowledgethroughlearningandtransferringthenewknowledgetotheorganizationallevelcanbetterimprovecorporatedynamics.ability.Corporatecapabilityreferstothepossibilitythatacompanyhasaccumulatedtocompleteacertainjobamongitsmembersorfunctionalorganizations,andisasubjectivebehavioralcapability.Theessenceofthecompetitionbetweencompaniesliesinthecompetitionofthecompany’scapabilities.Therefore,theinvestigationofthecompany’scompetitivestrategyandcompetitiveadvantageshouldnotonlystartfromthecompany’sexternalindustrialenvironment,butshouldfocusonthecompany’sinternals.Thecompany’scompetitiveadvantagecomesfromthecompany’scapabilities(especiallythecompany’sCorecompetence).
Coordinateduseofresourcesandcapabilitiesintheinternationalmarket
Fromastrategicpointofview,theentryofmultinationalcompaniesintotheinternationalmarketisbasedontheeffectiveuseofresourcesandBasedontheconstructionofcorecompetence.Duetothemanyuncertaintiesinmultinationaloperations,multinationalcompaniesneedtodevelopcorporatemanagementstructurestoreducethecostofresourcecontrol.Multinationalcompaniescanreduceuncertaintythroughforeigndirectinvestment,butcompaniesincreaseassetcostsandopportunitycostsandreduceflexibilityintheimplementationoffuturestrategies.Therefore,theresourcesandcapabilitiesofmultinationalcompaniesintheinternationalmarketdependtoalargeextentontheimpactofpreviousstrategies.Thatistosay,asuccessfulmultinationalcompanyisoftenbasedonitssuccessinthecountry'smarket.However,thecharacteristicsandenvironmentsofdifferentmarketsaredifferent,whichisoneofthemainreasonswhymanyChinesecompanieshavenotreallygoneglobal.Notallresourcesandcapabilitiesaresuitableformultinationalcompanies,especiallyinthenewenvironment,someresourcesandcapabilitiesarenotapplicableatall.
Ресурсна стратегия
Basedontheviewofresources,theinternalenvironmentofacompanyismoreimportantthantheexternalenvironment,andithasadecisiveeffectonthecreationofmarketadvantagesforthecompany.Theformationofcorecompetencerequiresenterprisestocontinuouslyaccumulatevariousresourcesrequiredforstrategyformulation,andrequiresenterprisestocontinuouslylearn,surpassandinnovate.Theinternalresourcesofanenterprisearethekeytodeterminewhetheranenterprisecanobtainacompetitiveadvantage,anddeterminethecompetitivepositionofanenterpriseinthemarket.Enterprisescanrealizetheexpansionoftheenterprisemarketthroughresource-relatedgrowth.Theoptimalenterprisegrowthstrategyistoachieveabalancebetweenthedevelopmentofitsownresourcepotentialandthedevelopmentofnewresources.Withthematurityofmultinationalcompaniesintheinternationalmarket,multinationalcompaniestendtoadoptspecializedR&DinstitutionsintheirsubsidiariestorealizeR&Dlocalization,whichisgenerallyinseparablefromtheintroductionoflocaltalents.Relyingonlocaltalentslikethiscanbetterenhancethecompetitivenessofmultinationalcompanies.GiantssuchasIBM,Microsoft,andIntelhavesetupR&Dinstitutionsaroundtheworld,whichisaresource-basedstrategicmodel.
Три щата
Strategicformsrefertothestrategicmethodsandstrategiccountermeasuresadoptedbyenterprises.Accordingtotheirmanifestations,theycanbedividedintothreeforms:expanding,robust,andcontracting.
Разширяваща се стратегия
Разширяваща се стратегияreferstoastrategicformthatadoptsaproactiveattitude,whichismainlysuitableforleadingcompaniesintheindustry,companieswithpotentialfordevelopment,andcompaniesinemergingindustries.Specificstrategicformsinclude:marketpenetrationstrategy,diversifiedbusinessstrategy,andjointbusinessstrategy.
1. Стратегия за навлизане на пазара
Marketpenetrationstrategyreferstotheexpansionstrategythatrealizesthegradualexpansionofthemarket.Thisstrategycanincreasetheproductionscaleandincreasetheproductioncapacity.,Increaseproductfunctions,improveproductusage,broadensaleschannels,developnewmarkets,reduceproductcosts,concentrateresourceadvantagesandothersinglestrategiesorcombinedstrategiestocarryout.Thecoreofthestrategyisreflectedintwoaspects:useexistingproductstoopenupnewmarketstoachievePenetrateandprovidenewproductstotheexistingmarkettoachievepenetration.
Marketpenetrationstrategyisatypicalcompetitivestrategy,whichmainlyincludesthreemostcompetitivestrategicforms:costleadershipstrategy,differentiationstrategy,andcentralizationstrategy.Thecostleadershipstrategyistostrengthenthecostcontrol,sothattheoveralloperatingcostofthecompanyisatthelowestlevelintheindustry;thedifferentiationstrategyisthestrategyadoptedbythecompanythatisdifferentfromthecompetitors'operatingcharacteristics(intermsofproducts,brands,servicemethods,developmentstrategies,etc.)Strategy:Thecentralizationstrategyisastrategyinwhichanenterpriseformsaspecializedadvantage(servingaprofessionalmarketorbasedonacertainregionalmarket,etc.)byconcentratingresources.Intextbooks,costleadershipstrategy,differentiationstrategy,andconcentrationstrategyarecalled"businessstrategy","businessstrategy"or"directcompetitionstrategy".
2. Диверсифицирана бизнес стратегия
Diversifiedbusinessstrategyreferstotheexpansionstrategyofanenterpriseoperatingtwoormoreindustriesatthesametime.Theso-called"multi-industryoperation"mainlyincludesthreeforms:concentricdiversification,leveldiversification,andcomprehensivediversification.Concentricdiversificationisadiversifiedoperationachievedbyusingexistingtechnologyandsuperiorresourcestoincreasenewbusinessesinthefaceofnewmarketsandnewcustomers;horizontaldiversificationisadiversifiedoperationachievedbyusingnewtechnologiestoincreasenewbusinessesforexistingmarketsandcustomers.;Comprehensivediversificationisadiversifiedoperationrealizedbydirectlyusingnewtechnologiestoenternewmarkets.
Thediversifiedbusinessstrategyissuitableforlargeandmedium-sizedenterprises.Thestrategycanmakefulluseofthebusinessresourcesoftheenterprise,increasetheutilizationrateofidleassets,andexpandthescopeofbusinesstoeasethepressureofcompetition,reduceoperatingcosts,anddiversifyoperatingrisks.Enhancethecomprehensivecompetitiveadvantageandacceleratetheprocessofgroupization.However,theimplementationofadiversificationstrategyshouldconsidertherelevanceoftheselectedindustry,corporatecontrolandcross-industryinvestmentrisks.
3. Съвместна бизнес стратегия
JointbusinessstrategyreferstothehorizontalкомбинацияoftwoormoreindependentbusinessentitiestoformabusinessentityorenterprisegroupTheexpansionstrategyisaninevitableformofsocialandeconomicdevelopmenttoacertainstage.Theimplementationofthisstrategyisconducivetorealizingtheeffectiveкомбинацияandrationaldeploymentofenterpriseresources,increasingthescaleofoperatingcapital,realizingcomplementaryadvantages,enhancingcollectivecompetitiveness,acceleratingthespeedofexpansion,andpromotingthedevelopmentofeconomiesofscale.IntheindustriallydevelopedWesterncountries,jointoperationsaremainlytoformenterprisegroupsintheformofholdings.Thecommoncharacteristicsofallgroupsare:theholdingcompany(parentcompany)usescapitalasalinktoestablishcontrolrelationshipsoversubsidiaries,andgroupmembersItadoptstwotypesofshareholding,namelycircularshareholding(mutualshareholding)andone-wayshareholding,andisdividedintotwocontrolmethods:mutualcontrolofthegroupwithlargebanksasthecoreandverticalcontrolofsubsidiarieswithlargeproductionenterprisesasthecore.InChina,jointoperationmainlyadoptsmergers,mergers,holdings,shareholdings,etc.,throughhorizontaljointformationofenterprisealliances,anditsjointoperationstrategiescanbemainlydividedinto:integrationstrategy,enterprisegroupstrategy,enterprisemergerstrategy,andenterprisemergerTherearefourtypesofstrategies.
Corporatemergerstrategyreferstoajointforminwhichparticipatingcompaniesrealizetheunificationofassets,publicrelations,andbusinessactivitiesthroughthesimultaneousandpaidtransferofownershipandmanagementrights,andjointlyestablishanewlegalpersonality.Adoptingamergerstrategycanoptimizetheresourcestructure,achievecomplementaryadvantages,andexpandthescaleofoperations,butatthesametimeitiseasytoabsorbnon-performingassetsandincreasemergerrisks.
Acorporatemergerstrategyisajointforminwhichacompanyobtainsalltheassetsorcontrolrightsofanothercompanythroughcashpurchasesorstockexchanges.Itscharacteristicsare:themergedenterpriseabandonsitslegalpersonalityandtransfersitspropertyrights,butretainstheoriginalenterprisenameandbecomesasurvivingenterprise.Themergingenterpriseobtainspropertyrightsandassumestheresponsibilitiesandobligationsofthecreditor'srightsanddebtsofthemergedenterprise.Mergerscanintegratesocialresources,expandproductionscale,andrapidlyincreaseenterpriseoutput,butitisalsoeasytodisperseenterpriseresources,leadingtomanagementoutofcontrol.
Steadystrategy
Steadystrategyisastrategicformthatadoptsastabledevelopmentattitude.Itismainlysuitableformedium-sizedandbelow-sizedenterprisesorlarge-scaleenterpriseswithsluggishoperations.Itcanbedividedinto:No-growthstrategy(maintainthelevelofoutput,brand,image,status,etc.)andmicro-growthstrategy(thelevelofcompetitionincreasesslightlyontheoriginalbasis)twostrategicforms.Thestrategyemphasizesthepreservationofstrengthandcaneffectivelycontrolbusinessrisks,butthedevelopmentspeedisslowandthecompetitivenessisweak.
Стратегия за свиване
Стратегия за свиванеisastrategicformthatadoptsaconservativebusinessattitude.Itismainlysuitableforweakmarket,inflation,productrecession,managementoutofcontrol,operatingloss,capitalThechoiceofcrisisenterprisesthatareinsufficient,lackofresources,andambiguousdevelopmentdirection.Itcanbedividedintothreestrategicforms:transferstrategy,withdrawalstrategy,andliquidationstrategy.Thetransferstrategyisastrategytotransfermarketareas(mainlyfromalargemarkettoasmallmarket)orindustryfields(fromhigh-techtolow-techfields)bychangingbusinessplansandadjustingbusinessdeployment;thewithdrawalstrategyisthroughreductionExpenditure,reduceproduction,exitorabandonpartofthegeographicormarketchannelstrategy;liquidationstrategyistosellortransferpartorallofthecompany’sassetstorepaydebtsorstopbusinessactivities.Theadvantagesoftheshrinkingstrategyarethatbyintegratingeffectiveresources,optimizingtheindustrialstructure,andpreservingvitalforces,itcanreducecorporatelosses,extendthelifeoftheenterprise,andcanstrengtheninternalrestructuringbyconcentratingresourceadvantagestoplannewdevelopment.Thedisadvantageisthatitiseasytowastepartoftheeffectiveresourcesoftheenterprise,affectthereputationoftheenterprise,causelowmorale,causethelossoftalents,andthreatenthesurvivaloftheenterprise.Adjustingbusinessideas,implementingsystemmanagement,streamliningorganizationalstructures,optimizingindustrialstructure,revitalizingbacklogfunds,andreducingunnecessaryexpendituresarethekeypointsofthisstrategy.
Стратегически характеристики
Corporatestrategyisanoverallandguidingplanforsettinglong-termgoalsandachievingthetrajectoryofthegoals.Itbelongstothecategoryofmacromanagementandhasaguiding,overallandlong-termperspective.Sixmaincharacteristics:sex,competition,system,andrisk.
Насоки
Thecorporatestrategydefinesthecompany’sbusinessdirectionandlong-termgoals,clarifiesthecompany’sbusinesspoliciesandactionguidelines,andplansthedevelopmenttrajectoryandguidanceforachievingthegoals.Measuresandcountermeasuresplayaguidingroleinbusinessmanagementactivities.
Като цяло
Thecorporatestrategyisbasedonthefuture,throughin-depthanalysisoftheinternationalandnationalpolitical,economic,culturalandindustrybusinessenvironments,combinedwithitsownresources,andsystematicmanagementIthasmadeacomprehensiveplanforthecompany’slong-termdevelopmenttrajectory.
Дългосрочен
"Today'seffortsarefortomorrow'sharvest","Peoplehavenoforesightandmusthavenear-termworries."Takingintoaccountshort-terminterests,thecorporatestrategyfocusesonlong-termsurvivalandlong-termdevelopmentthinking,establisheslong-termgoals,andplansthedevelopmenttrajectoryandmacro-managementmeasuresandcountermeasurestoachievethelong-termgoals.Secondly,aroundthelong-termgoal,corporatestrategymustundergoacontinuousandlong-termstruggleprocess.Inadditiontomakingnecessaryadjustmentsaccordingtomarketchanges,thestrategyformulatedusuallycannotbechangeddaybydayandhaslong-termstability.
Конкурентоспособност
Competitionisanunavoidablerealityofthemarketeconomy,anditispreciselybecauseofcompetitionthatthedominantpositionof"strategy"inbusinessmanagementhasbeenestablished.Inthefaceofcompetition,corporatestrategyneedstoconductinternalandexternalenvironmentalanalysis,clarifyitsownresourceadvantages,andformacharacteristicoperationbydesigninganappropriatebusinessmodel,enhancingtheantagonismandcombateffectivenessofthecompany,andpromotingthelong-termandhealthydevelopmentofthecompany.
Систематичен
Basedonlong-termdevelopment,corporatestrategyestablisheslong-termgoals,andneedstosetstagegoalsaroundthelong-termgoalsandbusinessstrategiestoachieveeachstagegoaltoformaringThedeductionofthestrategictargetsystem.Atthesametime,accordingtoorganizationalrelationships,corporatestrategyneedstobecomposedofthreelevels:decision-makingstrategy,businessunitstrategy,andfunctionaldepartmentstrategy.Thestrategyatthedecision-makinglevelistheoverallguidingstrategyoftheenterprise.Itdeterminesthestrategicelementssuchastheenterprise'soperatingpolicy,investmentscale,operatingdirectionandlong-termgoals,andisthecoreofthestrategy.Thecorporatestrategyexplainedinthisbookmainlybelongstothestrategyofthedecision-makinglevel;thebusinessunitstrategyistheindependentaccountingbusinessunitoftheenterpriseorarelativelyindependentbusinessunit.Дългосроченplanningforthedevelopmenttrajectory;functionaldepartmentstrategyistheoverallnatureofthecompany’svariousfunctionaldepartments,followingthestrategicguidelinesofthedecision-makinglevel,combiningthestrategyofthebusinessunit,focusingonthedivisionoflaborandcooperation,andtheoverallnatureofthedepartment’slong-termgoals,resourceallocationandotherstrategicsupportguaranteesystemsPlanning,suchas:planningdepartmentstrategy,purchasingdepartmentstrategy,etc.
Риск
Therearerisksinanydecisionanenterprisemakes,andstrategicdecisionsarenoexception.In-depthmarketresearch,accurateforecastsofindustrydevelopmenttrends,objectivevisionandobjectives,properdeploymentofhuman,financial,andmaterialresourcesatvariousstrategicstages,scientificselectionofstrategicforms,andstrategiesformulatedcanguidethehealthyandrapiddevelopmentoftheenterprise.Conversely,justrelyingonpersonalsubjectivejudgmentofthemarket,settinggoalsthataretooidealorpredictingdeviationsinthedevelopmenttrendoftheindustry,thestrategyformulatedwillcausemanagementmisleading,andevenbringtheriskofbankruptcytotheenterprise.
Типsofstrategicorganizations
DefensiveStrategicorganizations
PioneeringStrategicOrganization
AnalyticalStrategicOrganization
PassiveReflectiveStrategicOrganization
ResearchContent
Thestudyofcorporatestrategymusthaveanaccurategraspoftheoverallregionaldevelopmentstrategy.Regionalfunctionpositioningmainlyreferstoin-depthanalysisandresearchbasedonpreviousrelevantplansorgovernmentworkplansoftheplanningareatodeterminetheregionalfunctionpositioningandregionalfunctionlayoutoftheplanningarea,asthemostdirectbasisforformulatingindustrialplanningplans.
Планиранеплан за изпълнение
Планиранеплан за изпълнениеistheplanandpathtorealizetheindustrialdevelopmentplan,mainlytopromotetheindustrytodevelopinaccordancewiththeindustrialgoals.Thesetofcountermeasuresandmeasurescannotonlybeimplementedinvariousindustrialsectors,butalsoinvariousspatialplots.Theproposaloftheplanningimplementationplanmainlyinvolvesthedivisionofstrategicstages,theestablishmentofdevelopmentmodels,andrecommendationsforadvancementmeasures.
Изпълнителна система
Thestrategyisdetermined,howtoestablishastrategyexecutionsystemisnotdifficult.Thestrategyexecutionsystemiscomposedoffourlevels:strategy(direction),strategy(organization),tactics,andcombatpower.Thesefourlevelsareindispensable.Butinactualoperation,whenanenterprisetalksaboutstrategicexecution,itmeanssettingtargetsandallocatingresources.Itgoesbeyondthestrategiclevelandgoesdirectlytothespecifictactics,planning,andexecutionlevel.
Theso-calledstrategyishowtoorganizeresourcestoimplementthestrategy.Howtoimplementthestrategyrequiresaplan.Smallbusinessescangenerallymergethetwointoone,butgroupstrategicplanningmustbedoneintwosteps,andastrategymustbeformedfirst.
Themostimportantthingatthestrategiclevelisorganization.Thestrategydeterminestheorganization,andtheorganizationinheritsthestrategy.Thedecisivefactorliesintheorganizationandtheimplementationintheorganization.Itneedstobeemphasizedthattheorganizationhereisnotonlytheorganizationalstructureweusuallycall,butalsotheorganizationalstateandlayout.Theorganizationalstructureisjustthelastcarrierandframeoftheorganizationalstateandlayout.
Казус
Случай 1: Wal-Mart
През 1955 г., когато известното американско финансово списание "Fortune" за първи път стартира списъка "Global500", той продължава да се намира. След десетилетия на възходи и падения, той е класиран на номер 1 в FortuneGlobal500 през 2002, 2003 и 2004 г. Това е американската верига Wal-Martretail група, която създаде моя "глобален бизнес".
Wal-Mart'sbrilliantachievementsmakeithardtobelievethatitsdevelopmentfromscratchtodominanceisonlyafewdecades.In1940,SamWalton,thefounderofWal-Mart,receivedabachelor'sdegreeineconomicsfromtheUniversityofMissouri;duringWorldWarII,WaltonservedintheArmyIntelligenceCorps.In1950,SamWhartonopenedacheapstorewiththename"5-10cents"inBentonville,Arkansas,USA.Itwasjustasmalllocalbusinessthatwasnotwellknown.In1962,Wal-Martopeneditsfirstchainstore,andin1970establisheditsfirstdistributioncenter,embarkingonaroadofrapiddevelopment.In1983, thefirstSamClubwasestablished.In1988,thefirstWal-MartSupercenterwasopened.In1991,Wal-Mart'sannualsalesexceededUS$40billion,makingitoneoftheworld'slargestretailcompanies.AccordingtotheU.S.serviceindustryclassificationrankingspublishedbytheAmerican"Happiness"magazineinMay1994,Wal-Mart'ssalesin1993reached67.34billionU.S.dollars,anincreaseofmorethan11.8billionoverthepreviousyear,surpassingSears, whichrankedfirstin1992.(Sears),rankedfirstintheUSretailindustry.In1995,Wal-Mart'ssalescontinuedtogrowandsetaworldrecordintheretailindustry.Itachievedannualsalesof93.6billionU.S.dollars,andrankedfourthontheFortunemagazine's95listofthelargestAmericancompanies.Infact,Wal-Mart'sannualsalesareequivalenttothesumofalldepartmentstoresintheUnitedStates,anditstillmaintainsastrongmomentumofdevelopment.
AsofApril15,2001,thecompanyhadatotalof4249chainstoresathomeandabroad,dividedintofourforms:discountstores,shoppingmalls,Sam’sclubs,andhomefurnishingstores,allofwhichwerecontrolledbythecompany.Directlyoperatedchain.AllovertheUnitedStates,Mexico,Canada,PuertoRico,Brazil,Argentina,SouthAfrica,China,Indonesiaandotherplaces.Ithassucharapiddevelopmentinjustafewdecades,ithastobesaidthatitisamiracleoftheretailindustry.Let'stakealookathowWal-Martcreatedthismiracle.
1.Ориентиран към клиента
Wal-Martfirmlybelievesthat"customerfirst"istheessenceofitssuccess.In1985,hewaslistedastherichestmanbyForbesmagazineintheUnitedStates.In1992,SamWalton,thewinneroftheUSPresidentialMedalofFreedom,andfounderofWal-Mart'shugebusiness,SamWaltonsaid:"Wehaveonlyoneboss,andthatisourcustomer.Hepaysusamonthlysalary,andonlyhehastherighttofireeveryoneuptothechairman.Thereasonissimple,aslongashechangeshisshoppinghabitsandbuysthingsinanotherstore."Wal-Mart'sbusinesspremisesarealwaysWritteneye-catchinglyitsbusinesscreed:"Article1 :Клиентите са наистина винаги прави;Статия 2:Ако имате някакви въпроси, моля, вижте Статия 1."
Wal-Mart’sconceptofservingcustomersisnotjustStayonthesignsandslogans,andgodeepintotheoperationandserviceactions.TheaislesandlightingdesignintheWal-Martstorearedesignedtomakecustomersmorecomfortable;thewelcomersatthestoredooraremoreactiveandenthusiasticthanotherpeers;thecashiersalwaysstandandworktoshowrespecttothecustomers;whenanycustomeris3metersawayfromthesalesperson,Salespersonsmustfacecustomers,smile,proactivelygreetthem,andask"IsthereanythingIcandoforyou."Wal-Marttriestomakecustomersfeelthat"thisistheirstore"ineverychainstore,andtheywillreceive"hospitalityandsincerity."Toensurethat“customers’needsaremetwithoutcompromise”.Itisthisfactthatthecustomer-firstapproachhaswonWal-Mart'sfavorandtrustfromcustomers.
Второ, ниски цени всеки ден
Wal-Marthasalwayspaidspecialattentiontopricecompetitionandhaslongpursuedthebusinesspolicyofsmallprofitsbutquickturnover.Walton’sfamoussayingis:“Aproductcosts80cents.Ifthepriceis1yuan,thesalesquantityisthreetimesthatof1.2yuan.Itisprofitable".Therefore,Wal-Martputsforwardaresoundingslogan:"Thegoodssoldarealwaysthelowestprice."Amongsimilarproducts,Wal-Mart’spriceis5%lowerthanthatofKmart,oneofitsbiggestcompetitors.However,maintaininglong-termlowpricesisnotaneasytask.ThereasonwhyWal-Martcanmaintainitspriceadvantageforalongtimealsobenefitsfromitseffectivecostcontrol.
1.Striveforlowpurchaseprices.Wal-Martavoidsallintermediatelinksanddirectlypurchasesgoodsfromthefactory.Itsstrongeconomicstrengthgivesitstrongbargainingpower.Moreimportantly,Wal-Martdoesnotincreaseitsprofitsbyarbitrarilyharmingitssuppliersduetoitslargescaleandstrength,butattachesimportancetoestablishingfriendlyandharmoniouscooperativerelationswithsupplierstoprotecttheinterestsofsuppliers.Wal-Mart'sdiscountstosuppliersfarexceedthoseofitspeers.Kmart,thethirdlargestretailerintheUnitedStates,paysforthesuppliedgoodsinanaverageof45days,whileWal-Martonlypaysinanaverageof29days,whichgreatlystimulatestheenthusiasmofsupplierstoestablishbusinesswithWal-Mart,thusensuringtheoptimalpurchasepriceofWal-Martproducts..
2. Перфектна система за управление на логистиката. Wal-Martis е известен като лидер на революцията в дистрибуцията на дребно. Неговата уникална система за дистрибуция значително намалява разходите, ускорява оборота на складовите наличности и се превръща в най-мощната подкрепа за "всекидневни ниски цени". Методът на Wal-Mart за попълване на запасите се нарича "метод на кръстосана обработка".
High-efficiencydistributioncenter.Wal-Mart’ssuppliersdeliverthegoodstoWal-Mart’sdistributioncenterbasedonordersfromeachbranch,andthedistributioncenterisresponsibleforthescreening,packagingandsortingofgoods.Wal-Mart’sdistributioncenterhashighlymodernmechanicalfacilities,and85%ofthegoodsdeliveredherearemechanicallyprocessed,whichgreatlyreducesthecostofmanualprocessingofgoods.Atthesametime,duetothelargenumberofpurchasedgoods,theautomatedmachineryandequipmentcanbefullyutilized,andtheadvantagesofscalearefullydisplayed.
Quicktransportationsystem.Wal-Mart’smotorizedtransportationfleetisanotherunparalleledadvantageofitssupplysystem.Asof1996,Wal-Marthas30distributioncentersandmorethan2,000trucks.Itguaranteesthatthetimefromthewarehousetoanystorewillnotexceed48hours.Comparedwithotherstoresinthesameindustry,Wal-Martcanguaranteethereplenishmentonceeverytwoweeks.Theshelfisreplenishedtwiceaweekonaverage.FastdeliveryallowsWal-Martstorestomaintainnormalsaleseveniftheyonlymaintainasmallamountofinventory,whichgreatlysavesstoragespaceandcosts.Duetotheeffectiveoperationofthisexpresstransportationsystem,85%ofWal-Mart’sgoodsaretransportedthroughitsowndistributioncenter,whileKmart’sonly5%.Asaresult,Wal-Mart’scostofsalesis2-3%lowerthantheaveragesalescostoftheindustry.BecomeasolidcornerstoneofWal-Mart'sannuallow-pricestrategy.
Advancedsatellitecommunicationnetwork.ThesatellitecommunicationnetworksystemestablishedbyahugeamountofmoneyhasmadeWal-Mart'ssupplysystemmoreperfect.Theapplicationofthissystemenablesdistributioncenters,suppliers,andeachsalespointofeachbranchtoformaconnectionoperation,andwithinafewhourscancomplete"fillinorder→summaryofordersineachbranch→sendorder"Theentireprocesshasgreatlyimprovedtheefficiencyandaccuracyofoperations.
3.Effectivecontrolofmarketingcosts.Wal-Mart'scontrolofmarketingcostsisverystrict.Wal-Mart'sadvertisingexpenditureisonlyone-thirdofthatofSears,thesecondlargestchainintheUnitedStates,andsalespersquarefootaretwiceashighasthatofKmart,thethirdlargestchainintheUnitedStates.Wal-Mart'smarketingcostsonlyaccountedfor1.5%ofsales,andtheproductwastageratewasonly1.1%.TheaveragevalueofthesetwoindicatorsforgeneralUSretailstoresisashighas5%and2%,respectively.AllthesehavefurtherstrengthenedWal-Mart' способност за прилагане на стратегии на ниски цени.
3.Нова концепция за пазаруване на "едно гише".
В Wal-Mart потребителите могат да се докоснат до новата концепция за пазаруване на "едно гише". В продуктовата структура се стреми към повече промени и характеристики, които да отговарят на различните предпочитания на клиентите. Неговите бизнес артикули са различни, включително храни, играчки, нови дрехи, козметика, домакински уреди, ежедневни нужди, месо, плодове и зеленчуци и т.н.
Случай 2: Lenovo
Lenovo’sacquisitionofIBMhasfinallyenteredtheranksofITgiants,justlikeanNBAteamhasenteredaclose-knitknockout.Whattheoutcomewillbe,thecorporatediagnosiswillgiveyoutheanswer.
InFebruary2005,Hewlett-PackardCompanyunexpectedlyrananadvertisementof"Don'teventhinkaboutit"inTaiwan,whichclearlytargetedLenovotoitscompetitors.Althoughthisisprobablya"damagemove"usedbyHPTaiwan,ratherthanthe"intention"ofHPheadquarters,itcanstillbesmelledthattheworldPCmarketattachesgreatimportancetotheLenovoM&Acase,aswellasunderthescrutiny.Thehiddensmokeofgunpowder.
Foralongtime,undertheshadowofthetransitionalprosperityoftheDIYmarket,thedomesticmarketbrandPChasbeengrowinghard.DIYcomputershavelongoccupiedabout70%ofthetotaldomesticPCsales.AlthoughthesalesofbrandedPCshavesteadilyincreasedyearbyyearsince2001,comparedwithforeignmarkets,thereisstillalimiteddemandandasurplusofbrands.
Atthesametime,asadomesticPCmanufacturer,itmustbeconsideredthatdomesticconsumershavelowsoftwareconsumptioncostsandfasterPCreplacements.AlthoughbrandedPCshaveusheredina"spring"ofsubstantialgrowth,Thecontinuouspricecutsofnotebookcomputershavecastaveilonthefutureofthedesktopmarket.TheproductionandsalescapabilitiesofnotebooksaretheweaknessesofdomesticPCmanufacturersandthestrengthsofinternationalbrands.
Lenovo,asthemanufacturerwiththehighestmarketshareofdomesticbrandcomputers,chosetoacquireIBM’sPCbusinessunit,whichundoubtedlyopenedawindowtothefertilefieldsforitself,fromacrowdedandnarrowroom.,Towardsthevastandboundlessworld.
IntheinternationalPCmarket,especiallythemarketsrepresentedbyEurope,America,JapanandSouthKorea,brandPCsstillhavearelativelyamplemarketspace,andthebranddensityisfarlowerthandomesticones.Atthesametime,IBM'snotebookproductionandR&Dtechnologyhasalwaysbeenthebestintheindustry,anditsbrandrecognitionisalsohighinthemarket.WithUS$1.75billionplusUS$705millioninservicefees,theopportunitiesandprofitscontainedinthepurchase,evenifitisonly5yearsofmarketexpansion,arelikelytobeover-valued,nottomentionthehugesavingsintheinternationalmarket.Fromthisperspective,thecostofpublicityandchannelconstructionshowsthatLenovo’sacquisitionisundoubtedlyworthwhile.
AsstatedinLenovo’sownanalysisreport:BeforetheacquisitionoftheIBMPCbusiness,onlyabout3%ofLenovo’srevenuecamefromabroad,anditwasmainlyinSoutheastAsiancountries.IfyouwanttofullypenetratetheEuropeanandAmericanmarkets,itwillundoubtedlynotbeworththelossbyrelyingonyourowneffortstoestablishabrandandopenupchannels.TakingadvantageoftheacquisitionofIBM,firstly,wecanuseIBM'sbrandtoenhanceitsinternationalstatusandimage;secondly,wecanobtainIBM'sR&Dandtechnicaladvantages;thirdly,thechannelandsalessystemwillalsopavethewayforLenovo'sinternationalizationtoacertainextent.;Finally,youcanbetterlearntheinternationaladvancedmanagementexperienceandmarketoperationcapabilities.ThisisindeedanunparalleledchoiceforLenovo,whichisdeterminedtotaketheinternationalroute.
However,Lenovo’s"snakeswallowingelephant"acquisitionhasalsobroughtunpredictableriskstoLenovo:First,itismanagementissues.CanLenovo,whichlacksinternationalmanagementexperience,manageit?Thisshiphasjust"scheduledtothesea"?Thesecondisthequestionoffunding.Canthesubsequentlargeamountsofcapitalinvestmentbeabletoaffordhugeexpendituresfortheveritable"littlebrother"amongthetop500?CantheLenovobrandcontinuetomaintainthecustomerloyaltythatoncebelongedtoIBM?CanwedirectlyfacethecompetitionfromworldgiantssuchasDELLandHP?
Undoubtedly,ifLenovowantstocontinueitssuccessafterthesuccessfulacquisition,itmustproperlyresolvesomeoftheabove-mentionedproblems.Aftercollectingalargeamountofdataandconductingvariousinterviews,the"ChinaFortune"EnterpriseResearchInstitutebelievesthatfrom2005,Lenovomustcompletethethreemostimportantcorporatetransformationsinordertotrulygainafootholdintheinternationalmarketandbecomethenext"blue"."Giant"andthen"RedGiant"emerged.
1.Стратегия за собственост:
Има три стратегии за собственост, приети от международни мултинационални компании: (1) дялова собственост; (2) бездялово участие; (3) стратегическо обединение. Придобиването от Lenovo на PC бизнес подразделението на IBM с 1,75 милиарда щатски долара плюс такси за обслужване от 705 милиона щатски долара е типична стратегия за собственост в стил на стратегическо обединение.
2. Стратегия за трансферни цени:
Therearetwomainformsofbusinessactivitiesofmultinationalcompanies:oneistheconductofmultinationalcompanieswithcompaniesinothercountriesorothercompaniesorindividualsinthesamecountry.Theexchangeofgoodsandservices;thesecondistheexchangeofgoodsandservicesbetweensubsidiariesofmultinationalcompanies.
3. Бизнес стратегия:
Althoughinthelate19thcentury,manymultinationalcompanieshadtheembryonicformoftoday’sworldcompaniesintermsofturnover,buttheyreallyimplementedmultipleproducts.Structuredcompanies,thatis,multinationalcorporationswithcomprehensiveanddiversifiedoperations,haveonlybeenabletodeveloprapidlysincethe1970s.Thescopeoftheirbusinessoperations,inanimage,is"frominstantnoodlestomissiles",almosteverythingiscovered.Forexample,theUnitedStatesDuPontCompanyandUnitedChemicalCompany,theFederalGermanBadenAmineSodaCompanyandHirschsDyestuffCompany,theBritishKolzChemicalCompany,Japan'sAsahiChemicalCompanyandSumitomoChemicalCompanyandotherchemicalindustrycompanies.Inadditiontooperatingchemicalindustrialproducts,italsooperatesvariousindustriessuchaspharmaceuticals,food,cosmetics,jewelry,handicrafts,textiles,metallurgy,electronics,fertilizers,pesticides,transportationandhotels.
4. Стратегия за капитализация на правата на собственост на технологиите:
AfterLenovo’s"SnakeTunxiang"merger,expertsandthemediaquestionedthemost.AfterthemergerofLenovoandIBM,thecorporateculturecanWhetherit’saquestionofintegration.Infact,thisquestionisjustaconjecture.ThecoreessenceiswhetherLenovocanretaintheeliteoftheoriginalIBMteamandmakethelong-termloss-makingIBMPCdepartmentprofitablebyinjectingfreshblood.OnthebasisofmaintainingIBM'straditionofrigorous,responsible,andtechnologicallyadvanced,Lenovohasinjectedfreshbloodtomakeitactiveagain,andtheproblemofculturalintegrationwillnaturallybesolved.
Althoughintheacquisitioncontract,LenovoevenwillThetermsofretainingthebenefitsandtreatmentsoftheoriginalIBMemployeeswerealmost"harsh"writtenintothem,butintheinterviewprocess,manyemployeesexpressedvoicesthatwerecompletelycontrarytoLenovo'soriginalintention.SomeemployeeseventhinkthattheyusedtohaveasenseofprideasanemployeeoftheBlueGiant,buttodaytheyareunwillingtoworkforanunknowncompany.Inthisregard,Lenovomustissueeffectiveinternalpublicityassoonaspossible,emphasizethevalueofLenovo,anddevelopacommonsensewithemployees.Atthesametime,itisemphasizedthatitwillbringabettersalaryperformanceplan,sothatemployees'effortscanobtainhigherreturns.
Стратегически бюджет
Enterprisestrategicbudgetisguidedbycorporatestrategy,withstrategicgoalsasthestartingpointforpreparation,ensuringthestrategybyoptimizingtheallocationofcorporateresourcesandimplementingrollingandflexibleprocesscontrolproceduresThemanagementmethodbywhichthegoalisachieved.Стратегически бюджетmanagementplaysanimportantroleincorporatemanagement.Enterprisesshouldseekmoreeffectiveimplementationmethodsforeachprocessofstrategicbudgetmanagementinaccordancewiththeirownscale,businessscope,organizationalform,etc.,andgivefullplaytotheroleofthiscorporatemanagementtool..
EquityIncentives
Throughstrategiccombingtoachieve"thesamedesirefromtoptobottom"
Strategiccombingisoftenoverlookedbycompanies.Equityiscertainlyawaytoconnecttheincentiveobjectandtheenterpriseintoacommunity,butwhetherthecompanyandemployeescanachievethegoalofmutualbenefitdependsonthevalueofequity,andthevalueofequitydependsonthedegreeofdevelopmentoftheenterprise.Ifthecompanydoesnotplanaclearstrategicgoalanddevelopmentpathbeforeequityincentives,equitywillnothavevaluecontent.
Atthesametime,whetheremployeesagreewiththecorporatestrategyisalsoakeyevaluationelementforevaluatingwhethertheincentiveobjectisworthyofmotivation.Justimagine,ifthebackboneofthecompanyastheincentiveobjectdoesnotagreewiththecorporatestrategy,ortheso-calledbackboneemployeescannotfindaclearpositioningandroleinthecorporatestrategy,thenhoweffectiveisequityincentives?
ChineseequityincentivesExpertXueZhongxinganalyzedthatthepurposeofequityincentivesistoconnectenterprisesandkeyemployeesintoacommunity.Equityincentivesarejustaglue,andthecoreofthislinkageactivitymustbealong-termcorporatestrategicplan.
Identifyincentiveobjectsandincentivequotasfromastrategicperspective
Afterstraighteningouttherelationshipbetweenstrategyandequityincentives,theidentificationofincentiveobjectsandincentivequotasbecomesmoreclear.Thegeneraltargetofequityincentivesmustbethosekeyemployeeswhocanplayakeyroleincorporatestrategy.Fromthedeterminationofspecificincentivetargets,itisnecessarytoidentifykeyemployeesatstrategicnodesthroughcorporatestrategyanalysis,anddeterminethepremiseoftheoverallquotaofequityincentivesandallowemployeestoobtainequityquotasthatmatchtheirroleintherealizationofthestrategy.Underthebasicprinciples,thespecificincentiveamountofeachincentiveobjectisdeterminedthroughvariousmethods,includingthedualcomparisonmethodortheHai'sevaluationmethodthatpaysmoreattentiontoquantification.
Предпазни мерки
Incorporatemanagement,strategicmanagementreferstotheestablishmentofcorporatestrategicgoalsbasedontheexternalenvironmentandinternalconditionsoftheorganization,planningtoensurethecorrectimplementationofthegoals,andRelyontheinternalcapabilitiesoftheenterprisetoimplementsuchplansanddecisions.Thefollowing"Boss"magazinebrieflyintroducestheconsiderationsfortheimplementationofstrategicmanagementofenterprises:
1. Обърнете внимание на оценката и актуализирането на стратегията
Sincestrategicmanagementismorethanplanning,"Wherearewegoing?",andalsoplanhowtoeliminateoutdatedthings,andfocusontheevaluationandupdateofstrategiesundertheguidanceof"whethertheplancontinuestobeeffective".Thisenablesbusinessmanagerstocontinuouslymonitortheexternalenvironmentandcorporatestrategyfromanewstartingpoint.Sexualexplorationandenhancethesenseofinnovation.
2.Payattentiontotheresearchonthebusinessenvironment
Sincestrategicmanagementincorporatesthegrowthanddevelopmentoftheenterpriseintothechangingenvironment,managementshouldtakethefutureenvironmentalchangetrendasdecision-makingThisenablesbusinessmanagerstopayattentiontothestudyofthebusinessenvironment,correctlydeterminethecompany’sdevelopmentdirection,selectthecompany’sappropriatebusinessfieldorproduct-marketfield,soastobettergrasptheopportunitiesprovidedbytheexternalenvironment.Enhancetheadaptabilityofbusinessactivitiestotheexternalenvironment,soastoachievethebestкомбинацияofthetwo.
3. Акцент върху изпълнението на стратегията
Sincestrategicmanagementdoesnotjuststopatstrategicanalysisandstrategyformulation,ittakestheimplementationofstrategyaspartofitsmanagement,whichmakesthecompanyIndailyproductionandoperationactivities,thestrategyisconstantlyevaluatedandmodifiedaccordingtochangesintheenvironment,sothatthecorporatestrategyiscontinuouslyimproved,andthestrategicmanagementitselfiscontinuouslyimproved.Thiscyclicalprocessfurtherhighlightstheguidingroleofstrategyincorporatemanagementpractices.