“Nothing has to worry about, there must be a near-worry†is a strategic explanation of the problem: “The blind man riding a humming horse, the night comes to the deep pool†explains the problem tactically. This is a warning given to us by the ancients. "The company has no strategy and bad luck is ahead," which is a warning given to us by modern people.
First, the significance of strategic management
There is a "candid theory" for business operations, that is, business growth has to go through six hurdles: technical hurdles, marketing hurdles, management hurdles, concept ridges, strategic ridges, and cultural ridges. Some corporate strategies can go well, from bad to good, rapid development: Some corporate strategy can not pass well, from good to worse, quickly declined. There are a large number of corporate cases in China and abroad to prove this point. For example, the Haier Group adopted the world famous brand strategy from the beginning. From the insolvent street small factories in 1984, it developed into a large multinational corporation with a brand value of 30 billion yuan, which has a large international impact. Xinxing Foundry Pipe (Group) Co., Ltd. was originally a small iron and steel plant. After three years of investigation and scientific demonstration, it made a strategic decision of “relying on steel, developing casting pipe, and adjusting product structureâ€, and after eight years of struggle, It has become a leading company in China's casting pipe industry with 4.2 billion yuan of assets, and ranks among the world's leading companies in casting management. The universal joint group was originally a communal agricultural machinery repairing plant. In 1979, Lu Guanqiu adjusted its strategy, gave up minor products, focused on professional production of automobile direction festivals, and later adopted a global strategy, becoming the first supplier of products to Tonghe Automobile Company. After being listed on the mainland, a Chinese company that has become a multinational company and a large-scale group Beiren Co., Ltd. seriously implemented the brand strategy and capital operation strategy. It made a profit of 820 million yuan in 10 years of listing, and returned 370 million yuan in shareholder. It has always maintained the printing industry in China. The leading position. The failure of strategic decisions has had a huge negative impact on companies. Twenty years ago, an oil refinery gave birth to vitality. 28, “Vigor 28, Shashi Daily Chemical†once reverberated all over the country. At that time, the output accounted for 20% of the nation’s total amount of active detergents. It had won national product “Silver Award†and "Golden Dragon Award". Eight years ago, the brand was sold to a joint venture. Since then, vitality 28 has shrunk dramatically, and companies have also entered a difficult position. Now they have used huge amounts of money to withdraw the brand 43 years in advance. This is a failure case of brand-free strategic awareness (with the Haier brand strategy in contrast). In Chongqing, there is a collective printing factory. When it starts to eliminate lead printing in the country, it also buys the lead printing equipment that was eliminated by the daily newspaper printing factory. In less than two years, it has no access to the business. The printing equipment cannot be sold, and the offset printing equipment has no money to buy. The whole plant stopped production, which is also a case of no strategy for the company.
The above principles and cases prove how important strategic management is to the company. Strategic management should not be neglected and should be placed on the agenda of enterprises; managers not only understand strategic management, but also should master strategic management.
Second, strategy and its types
The word strategy comes from operational terms. With regard to the interpretation of corporate strategy, Chinese and foreign scholars have elaborated on various issues. Some are too long, meaning puzzling. It can be interpreted in a simple manner here as: the plans and strategies that guide and determine the overall situation of the company. It has the characteristics of global, long-term, direction, resistance, system, and stability. Strategic management includes the formulation, implementation, regulation, and revision of four processes. The six major elements of strategy are strategic environment, strategic thinking (idea), strategic objectives, strategic priorities, strategic stages, and strategic strategies.
There are many terms about strategy. Understanding these terms helps us understand and manage strategies. Such as strategy, corporate (company) strategy, strategic approach, strategic thinking, strategic mind, strategic intention, strategic motivation, strategic vision, strategic preparation, strategic positioning, strategic starting point, strategic decision-making, strategic environment, strategic (creative) creativity, strategy Plan, Strategic Planning, Strategic Objectives, Strategic Choice, Strategic Control, Strategic Revision, Strategic Adjustment, Strategic Adaptation, Strategic Opportunity, Strategic Opportunity Period, Strategic System, Strategic Transformation, Strategic Phase, Strategic Action, Strategic Posture, Strategic Response , strategic projects, strategic deficiencies, strategic errors, strategic changes, strategic shifts, strategic costs, strategic positions, strategic alliances, strategic cooperation, strategic partnerships, strategic research, strategic management, and so on. In recent years, these terms have appeared frequently in major newspapers and magazines, and they are commonly used terms for corporate strategic research and corporate strategic management.
There are many types of strategies. The following are the strategies that companies often adopt: cultural strategy, CI strategy (corporate image strategy), business strategy, brand strategy, differentiation strategy, customer orientation strategy, localization strategy, competition for new market strategy, Financing Strategy, Capital Operation Strategy, Core Competence Strategy, Characterization Strategy, Competitive Strategy, Concentration Strategy, One Child Strategy (Products Only), Multivariate Strategy, Price Advantage Strategy, Low Cost Strategy , Low-cost expansion strategy, product structure adjustment strategy, talent strategy, human resources strategy, user (satisfaction) strategy, compensation strategy, development strategy, comparative advantage development strategy, global strategy, international strategy, featured strategy, adjustment and development strategy, and more Competitive strategies, Six Sigma strategies, offensive strategies, innovation strategies, OEM (production) strategies, service recovery strategies (strategies to make up for customer actions and efforts after failure of enterprise services), etc. are available. Corresponding strategic management includes strategic performance management, strategic human resources management, and so on.
Third, how to be honest strategic management
To implement good corporate strategic management, we must do the following:
1. Define the significance of strategic management. Determined to carry out strategic management, unify thoughts and unify actions.
2. Set up a strategic management organization to clarify the responsible person for strategic management. Under normal circumstances, a strategic management committee is set up on the board of directors of large-scale enterprises (groups) and is responsible for corporate strategic research, research, formulation, implementation, assessment, and revision. In the case of small and medium-sized enterprises, this function can be assigned to a comprehensive management department, such as the enterprise management department or the office. The highest responsible person should be an enterprise legal person or top management, and the corresponding head of the functional department may add related work. As a day-to-day work, highly qualified strategic managers should be deployed (small businesses can work part-time). You can also use "outside the brain" to hire consulting agencies or consultants to participate in strategic research, argumentation, and business management. Establish a system for employees to participate in strategic management. Establish a strategic information database to collect and store strategic information such as major environmental changes, market changes, policy changes, technological changes, changes in related areas, and problems in implementation, etc. that have development trends, and provide strategic decision-making, implementation, and improvement services.
3. Strategy development process. The first is to establish a correct strategic thinking. The second is the analysis of strategic environment. First is the analysis of corporate environment, ie analysis of risks and opportunities, such as analysis of politics, economy, technology, social environment, analysis of the needs of users, competitors, partners, and suppliers; followed by the analysis of the conditions of the company. , analysis of advantages and disadvantages, such as technology, personnel, management quality and product structure, product quality analysis. The third is to determine the strategic objectives (such as product structure adjustment). The fourth is to stipulate corporate strategic objectives (can be quantitative data, it can also be the purpose to be achieved; it can be a single goal, it can also be a comprehensive goal). The fifth is the division of the strategic phase (what goals are achieved in the first and second steps; or what goals are achieved in 3, 5, and 10 years). Sixth, it is a clear strategic focus. Seventh, it is to formulate strategic measures (measures). Eighth, the balance of strategic planning (see the overall strategic plan is appropriate, there are deficiencies, loopholes are not). Nine is the evaluation of the plan (evaluation, argumentation, and deficiencies can be modified). 10 is written as a feasible research report. Eleventh, the top management of the company lectures, researches, makes decisions, and determines.
4. Strategy implementation. Once the corporate strategy is determined, it should be implemented according to the plan (plan, plan). Target management methods can be adopted to perform annual decomposition of strategic objectives, formulate target management responsibility statements, conduct regular assessments, and link with economic responsibility systems. The objectives of each department are to be broken down into quarters, months, and days and broken down into individuals. In order to ensure the effective implementation of corporate strategy.
5. Adjustment of strategy. Enterprises should establish a strategic dispatch system, establish a strategic dispatch meeting system, find the problems in the president, that is, correct immediately; where there are weak areas, they should also make up immediately to ensure that the implementation of the strategy is under correct control.
6. The revision of the strategy. After a change in the strategic environment, the strategic objectives and implementation of the strategy should also be revised accordingly, so as to ensure the correctness of the company's strategy. It is impossible to achieve a strategic victory by adopting the strategy of keeping a constant and scrambling for the sword. The company's strategic management can adopt the PDCA cycle method, that is, formulate, implement, inspect, improve, continuously improve, and spiral.
Due to the limited space, a detailed corporate strategy plan cannot be listed here. Everyone can refer to my “How Printing Companies Introduce CI†(China Printing, Issue 6, 2003, pp. 44-47). The introduction of the CI strategy for printing companies was introduced. In the section “Determining the Conceptual System of the Corporationâ€, the “Strategy for Production and Management Developmentâ€, “Strategic Guideline for the Development of Spiritual Civilization and Material Civilization,†“Enterprise Development Strategy,†and “ "The strategic goals of corporate development", several stages of strategic implementation, etc.
IV. Precautions for Strategic Management
Understanding the relevant precautions will help to do a good job in strategic management. The following matters are worth noting:
1. Improve strategic management awareness, establish strategic management concepts, and use strategic management theories to guide the implementation of strategic management.
2. You are serious, you should be correct, do not engage in formalism, do not install the facade, and do not cope with it.
3. Your persistence requires perseverance. Xinxing Casting Pipe (Group) Co., Ltd. implemented a product structure adjustment strategy. It took only three years for the investigation and eight years for the implementation. It is still adhering.
4. Cooperative operations are not only soldier operations. To carry out strategic management in all personnel, all-round, and in the entire process, all positive factors must be mobilized to ensure the implementation of corporate strategies.
5. Cultivate the company's core competitiveness to ensure that the company's strategy is a victory.
6. Pay attention to adopting effective strategic adjustment measures as the strategic environment changes and conditions change.
7. Adopt strategically oriented, full-performance management to ensure the effectiveness of strategy implementation.
8. Attention to the two sides of corporate strategy, such as OEM (production) strategy, in the short term, it can save development, advertising costs, in the short term can open the sales market, the benefits of cost savings; in the long term, it has caused the company's brand-name disadvantages We must always pay attention to the strategic transformation of the most favorable aspects.
9. One thousand attention, ten thousand attention, pay special attention not to make strategic mistakes. A strategic mistake will bring catastrophe to the company. According to statistics, 85% of the world's largest bankruptcies and bankruptcies are caused by strategic mistakes made by senior corporate executives.
Through the introduction of the company's strategic knowledge, it is hoped that more printing companies will actively and proactively conduct strategic corporate management, and scientifically and effectively do a good job of strategic corporate management to ensure that their own enterprises become a century-old enterprise.