"The art of war" and the strategic management of modern enterprises
what is the strategy? Many experts and scholars in the study of both at home and abroad. In 1996, "Harvard Business Review", published on November, by Michael of Harvard University professor Potter • "what is strategy", then this article is the business community known as par with Dulake "way of doing business" “ the foundations of management history ”.
&bull Michael in this article; Potter pointed out that the “ the so-called strategy is to create a unique, advantageous location, involving different business activities ”. At the same time, he also believes that the positioning of “ ” is the core of strategy, and popular outsourcing, total quality management and business process reengineering is not the same thing, the strategy of the enterprise only three access methods: cost leadership, differentiation and focus.
Another master of management, the father of positioning Jack • Trout thinks that the strategy is not reflected in the market, but refers to the enterprise to establish and position in the customer mind. He also believes that the positioning is the core strategy.
whether it is Potter or Michael • Jack • the strategic thought of Trout said, the final key is established businesses in short-term or long-term competitive advantage, namely the enterprise strategic height is how to establish the comparative and competitive advantage, it is not just simple positioning, but also should include support of “ ” a series of activities. If there isn't a series of business activities, the strategy is just castles in the air, therefore, strategy first should be a system, is to establish a series of short-term or long-term comparative advantage of competition of modern enterprises for the implementation of the programme, as well as a series of activities. In reality, an immense number of books information lets the human be dizzy, everywhere is the dynamic complexity related issues, such as not to carry out strategic planning system, integrity, can be lost in the complex changes of the situation.
In fact, before 2500 Chinese famous military strategist Sun Wu war from the perspective of system, elaborated the competition strategy thought. The grandson of the rise to the war “ death, the survival of the road ” strategic height, it is pointed out that the competition is based on power comparison basis, reveals the generating rule of strength and the objective law of competition is the weakest goes to the wall, the comparative advantage is now what we say, and reveals the occurrence of action shall abide by force “ virtual reality and strike ” strategic principle. And to the successful application of this competition rules must also be through “ itself has yet, through not dangerous, ” “ self-protection and victory, ” “ victory before battle, ” &ldquo, “ ” by surprise; the concentration of forces ” competition winning way to reflect.
Therefore, with the help of "Sun Tzu's art of war" on war system of strategic thinking and combined with modern enterprise management thought, the strategy of modern enterprises has carried on the systematic analysis, discusses the strategy of the modern enterprise system, the basic content and system of strategic processes to develop. From the analysis of the system of strategic thought of grandchildren, we can put the system into basic strategic decomposition of the following aspects: the basic conditions and principles of the &ldquo strategy, strategy five things; ” Strategic Command (requirements, quality manager quality), the strategic effect (air force).
basic conditions and principles of strategy
The grandson thought basic category strategies include the following: “ Fanzhi as the control of a few, the score is also; ” “ such as bucket bucket the widowed, name is also ”; “ the masses of the army, can make Bi by without losers, Qizheng is also ” “ soldiers; the added, such as satin throw eggs, the actual situation is also &rdquo, clearly put forward; &ldquo, “ ” fraction; shape &rdquo, “ &rdquo, “ Qi; virtual; ” basic categories of strategic areas.
from four point of view further extension, “ fractional ” refers to the operation mode of enterprise management system and the market; “ shape ” is the command and control, monitoring system; “ Qi refers to surprise; ” “ virtual ” refers to the feint real. “ fractional ” and “ name ” points out the basic conditions, the strategy to reach “ Qi ” and “ virtual ” points out the strategy to reach the most basic principles of competition. The basic conditions of the strategy to reach is the foundation for enterprise existence, only to survive to talk about development, and not all businesses need strategy, has developed to a certain scale enterprises, based on survival have been on the urgent pursuit of future enterprise. And the operation mode of enterprise management system and the market will be our starting point for future planning or we should first consideration; the basic principle is the objective law must be observed in the competition, is the competition market reaction mode of enterprise. When the enterprise has just taken off, capital and competitive strength far when no strong competitors, the basic principle is the first to follow.
Therefore, when we have to consider when determining or reach a strategic target, cannot be too simple, must regard the strategic matrix conditions and basic principles of competition first consideration. That is, we want to achieve this goal, we are how to support the strategic objectives. To achieve this strategic goal, the first is our enterprise internal management system is perfect, the mode of operation of the market can support the whole target decomposition strategy, there is no a set of suitable for the control of the enterprise and the feedback process, executive ability is strong, if management we manage and command a business one, reached a high degree of thinking and action. An affair to the enemy by surprise, not only, also according to the actual situation of the competitors, the market attack.
&ldquo strategy; five. ”
if the basic conditions and basic principles of the strategy to reach as enterprise “ hardware ” then, the following about content is undoubtedly enterprise “ &rdquo software;. The grandson thought so by “ in five, the school to surface cable the situation: a day, two days, three days, four days, five day method. ” is able to achieve the strategic goal, as long as their own and competitors from five aspects contrast can know, “ ” is politics; day ” is the day; “ ” “ &rdquo is the geography;; is the generals; “ Law & rdquo is the rule of law.