Chap001 战略管理过程

CHAPTER 1战略管理Management School of NWPU

战略管理过程主讲：朱煜明Management School of Northwest Polytechnic University1

Management school of Northwest Polytechnic University

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主要内容“ Without a strategy the organization is like a ship without a rudder, going around in circles.”Joel Ross and Michael Kami“ Quote”u u u u

战略管理的五项工作è确立战略愿景与使命 Strategic Vision and Missionèèèè

设定目标Setting Objectives制定战略Crafting a Strategy贯彻与实施Implementing and Executing the Strategy

评估表现并采取纠正措施Evaluating Performance and Initiating Corrective Adjustments为什么战略管理是一个过程谁从事战略管理工作战略思考与战略管理的益处

McGraw-Hill/Irwin

Management School of Northwest Polytechnic University

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Management school of Northwest Polytechnic University

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战略思考：三大战略问题 1. Where are we now? 2. Where do we want to go?è从事哪些业务，各业务的市场地位如何?è满足哪些需求，服务哪些顾客群？è取得什么样的成果?u u

什么是战略?公司战略包含一系列管理层用于竞争和经营的行动战略是管理层的“策略规划” game planèèèèè

吸引和满足顾客确立市场地位指导经营活动成功竞争实现组织目标

3. How do we get there?

Management school of Northwest Polytechnic University

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Management school of Northwest Polytechnic University

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什么是商业模式?u一个公司的商业模式强调的是“我们在这个行

商业模式实例旅行支票—美国运通公司(American Express)总裁法戈(J. c. Fargo)1892年 u商业模式中的角色è顾客：支付少量的费用换到安心；获得便利è商家：运通公司的品牌保险，支付的安全è运通公司：获得低利率存款流动现金u

业是如何获利的？”u公司的收入—成本—èèè

利润模式是否合理

公司战略是如何使公司获得收入的公司的成本结构和潜在边际利润上述结果是否可以使公司具有持续性获利能力

Management school of Northwest Polytechnic University

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Management school of Northwest Polytechnic University

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Microsoft’ Business Model sEmploy a cadre of highly skilled programmers to develop proprietary code; keep source code hidden from users Sell resulting operating system and software packages to PC makers and users at relatively attractive prices and achieve large unit sales Most costs arise in developing the software; variable costs are small— once breakeven volume is reached, revenues from additional sales are almost pure profit. Provide technical support to users at no cost

Redhat Linux’ Business Model sUse volunteer programmers to create the software; make source code open and available to all users

Give Linux operating system away free of charge to those who download it (charge a small

fee to users who want a copy on CD) Make money by employing a cadre of technical support personnel who provide technical support to users for a fee9

Management school of Northwest Polytechnic University

Management school of Northwest Polytechnic University

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商业模式是否成功的两个关键检验叙述检验è故事有没有意义，符不符合经济逻辑，能否为顾客创造价值è例如：Priceline Webhouse u数字检验è损益与预期是否相符u

战略与商业模式的区别? Strategy -- Deals with a company’ s competitive initiatives and business approaches Business Model -Concerns whether the revenues and costs flowing from the strategy demonstrate that the business can be amply profitable and viable12

gy ate Str

s es sin el Bu Mod

Management school of Northwest Polytechnic University

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Management school of Northwest Polytechnic University

为什么需要战略?对公司业务进行前瞻性指导协调、同一行动，形成合力

战略管理的概念Competent execution of a wellconceived strategy is the best test of managerial excellence and a proven recipe for organizational success!Good Strategy+ Good Strategy Execution= Good Management

Management school of Northwest Polytechnic University

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Management school of Northwest Polytechnic University

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Figure 1-1:战略管理的五项工作Task 1Develop a Strategic Vision and Mission

确立战略愿景与使命First Task of Strategic ManagementTask 5Monitor, Evaluate, and Take Corrective Action

Task 2

Task 3Craft a Strategy to Achieve Objectives

Task 4Implement and Execute Strategy

u需要战略性思考以下内容：è公司未来的业务计划è未来发展方向Where to“ go” u包括主要工作è建立未来发展路线图 roadmapè确立未来业务位置 future

Set Objectives

Revise as Needed

Revise as Needed

Improve/ Change

Improve/ Change

Recycle as Needed

business positionè提供长期发展方向long-term directionè明确公司特征 identity15

Management school of Northwest Polytechnic University

Management school of Northwest Polytechnic University

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战略愿景的特征u公司未来发展路线图è未来的技术、产品、顾u

使命与愿景的区别使命强调企业现行的业 u愿景强调的使企业未来务活动“ who we are的商业路径 --“ where and what we do” we are going”è Current

客核心è所追求的地理和产品市

场è所要具备的能力è公司管理层希望建立的

product and service offeringsè Customer needs being servedè Technological and business capabilities

è Marketsè Future

公司类型Management school of Northwest Polytechnic University17

to be pursued technologyproduct-customer focusè Kind of company that management is trying to create

Management school of Northwest Polytechnic University

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战略愿景的重要性u企业的生存与发展要求管理者具有前瞻

Example

s: Mission and Vision Statements

性，并战略性思考以下问题：è新技术的影响è顾客需求和期望

Microsoft Corporation

?Empower people through great software anytime, anyplace, and on any device.19

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