企业战略管理-chapter1

企业战略管理ManagementofBusinessStrategyLecturer：刘闻超澳门科技大学工商管理学硕士Coursestyle：双语教学MobilNumber：13781990134出席率Attendance：10%课堂表现Classperformance：10%演讲Presentation：20%期末考试Finalexam：60%TatalScore目标ObjectiveMasterenterprisestrategymanagementbasicknowledgeandbasicprinciple.掌握企业战略管理的基本知识和基本原理Familiarwithbasicenterprisestrategicanalysistoolsandcommonstrategymethod.熟悉基本的企业战略分析工具和常见的企业战略方法Learneffectivestrategyexecutingmanagementmethods学会有效的战略执行管理方法.Goodpracticalapplicationabilityforenterprisestrategicmanagement.具备良好的企业战略管理实际应用能力课程设计CourseDesignPart1:IntroductionandOverviewPart2:TheCoreConceptandAnalysisToolsPart3:CraftingStrategyPart4:ExecutingStrategyPart1:IntroductionandOverview(Chaper1&Chaper2)Chapter1WhatIsStrategyandWhyIsItImportant?一、whatdowemeanbystrategy?战略是什么？Whatisourpresentsituation?Wheredowewanttogofromhere?Howarewegoingtogetthere?（战略性管理的本质）Whatdowemeanbystrategy?Howtooutcompeterivals竞争者.Howtorespondtochangingeconomicandmarketconditionsandcapitalizeongrowthopportunities.Howtomanageeachfunctionalpieceofthebusiness（eg:R&D,HR,production,sales).Howtoimprovethecompany'sfinancialandmarketperformance.4-HowsAcompany'sstrategyconsistsofthecompetitivemovesandbusinessapproachesthatmanagersareemployingtocompetesuccessfully,improveperformanceandgrowthebusiness.（gameplan)一个公司的战略由竞争策略和经营方法组成，这些竞争策略和经营方法用于成功竞争、提高绩效和拓展业务。(博弈）（TIPS:如何满足客户、如何定位、如何成功、如何获利）StrategyConcepteg:全球化专一的产品单一产品低成本个性化服务本土广范的生产线纵向一体化品牌超凡的质量维度全球化；广泛生产线；多品牌；诺基亚单一产品飞利浦广泛生产线localGlobalDoingwhatrivalfirmsdon'tdoorwhatrivalfirmscan'tdo.做竞争对手不做的和不会做的.Everystrategyneedsadinstinctiveelementthatattractscustomersandproducesacompetitiveedge.每个战略都需要有显著的元素来吸引客户，并且获得竞争优势。(Tips:Knowingwhatisshoulddoandwhatisshouldnotdo,bothareimportant.)EssenceofStrategy战略本质Tomeetcustomerneedmoreeffectively.(customervalue,price,revenue,profits)更有效果的满足客户需求Tomeetcustomerneedmoreefficiently.(cost,price,salesvolumes,revenue,profits)更有效率的满足客户需求Tips:2orientedforearningabove-averageprofits。获得高于平均水平的利润CompetitiveAdvantage竞争优势Acompanyachievessustainablecompetitiveadvantagewhenitcanmeetcustomerneedsmoreffectivelyorefficientlythanrivalsandwhenthebasisforthisisdurable,despitethebesteffortsofcompetitorstomatchorsuspassthisadvantage.当一个公司能够比竞争对手持久地、有效地满足消费者需求时，该公司就能获得可持续竞争优势，尽管竞争者全力以赴希望赶上或超越这种优势。SustainableCompetitiveAdvantageCost-based,strivingtobethelow-costprovider.基于成本Differentiation-based基于差异化(valueadded,attractivestyling,higherquality,etc.)Anarrowmarketniche(基于小众、利基市场）Lowest(best)pricesfordifferentiatedgoods.（基于性价比）4strategicapproaches四种赢得竞争优势的方法-----forwinningacompetitiveadvantageeg：基于成本基于差异化基于小众、利基市场基于性价比ChangingCircumstances变化的环境(如何预料、适应变化；在变化中求生存、胜利）OngoingManagementEfforts企业管理不断努力WhyACompany'sStrategyEvolvesOverTime?为什么企业战略随着时间推移不断演变？eg：OpticaOptica88Proactive(deliberate)strategy计划性战略Consistsofstrategyelementsthatarebothplannedandrealizedasplanned.Reactive(emergent)strategy回应性战略Consistsofnewstrategyelementsthatemergeaschangingconditionswarrant原因.ACompany'sStrategyIsPartlyProactiveandPartlyReactiveProactivestrategyReactivestrategyACompany'sCurrentStrategy新的主动性加前期正在继续进行的战略因素对变化的环境能动地反应ACompany'sCurrentStrategy被抛弃的战略因素Chapter1WhatIsStrategyandWhyIsItImportant?二、TheRelationshipBetweenACompany'sStrategyandItsBusinessModel战略和经营模式的关系Abusinessmodelisthemechanismbywhichabusinessintendstogeneraterevenueandprofits.Itisasummaryofhowacompanyplanstoserveitscustomers.商业模型是关于企业如何传递客户价值以及如何获得收入利润的一种运营方式。ABusinessModelCloseToItsCompany'sStrategycontinuedItdescribestwocriticalelements:Thecustomervalueproposition客户价值主张Theprofitformula利润模型attractivelylowprice;masterproduct-razor;repeatpurchases;producewithlowcost;soldathighprofitmargineg:SiriusXM美国卫星电台TwoContrastingBusinessModelOver-the-AirBroadcastRadio空中广播电台VS按月收观众费用；节目中很少有广告；靠大量观众付费获得收入免费观看节目；节目中有大量广告干扰；靠广告获得收入Chapter1WhatIsStrategyandWhyIsItImportant?三、WhatMakesAStrategyAWinner?什么是成功的战略？Awinningstrategymustpassthreetests；TheFitTest(internal,externalanddynamicfit)TheCompetitiveAdvantageTest(Achieveasustainablecompetitiveadvantage)ThePerformanceTest(marketshare;financialperformance;profitability;etc)AWinningStrategyChapter1WhatIsStrategyandWhyIsItImportant?四、WhyCraftingandExecutingStrategyAreImportantTasks为什么制定和执行战略是重要的任务Infact,goodstrategyandgoodstrategyexecutionarethemosttelling（说明）signsofgoodmanagement.Thebetterconceivedacompany'sstrategyandthemorecompetently（充分）itisexecuted,themorelikelythatthecompanywillbeastandoutperfomerinthemarketplace.GoodStrategy+GoodStrategyExecution=GoodManagementTHANKYOU！