戰(zhàn)略管理講義課件

Lecture01戰(zhàn)略分析某公司戰(zhàn)略研究一、遠(yuǎn)景和使命陳述二、環(huán)境研究三．核心能力研究四、戰(zhàn)略選擇五、戰(zhàn)略實(shí)施Gotolecture0711/23/20221賈良定Lecture01戰(zhàn)略分析某公司戰(zhàn)略研究Gotol戰(zhàn)略性計(jì)劃是指應(yīng)用于整體組織的，為組織未來(lái)較長(zhǎng)時(shí)期(通常為5年以上)設(shè)立總體目標(biāo)和尋求組織在環(huán)境中的地位的計(jì)劃。戰(zhàn)略性計(jì)劃的任務(wù)不在于看清企業(yè)目前是什么樣子，而在于看清企業(yè)將來(lái)會(huì)成為什么樣子。11/23/20222賈良定11/22/20222賈良定“一個(gè)企業(yè)不是由它的名字、章程和公司條例來(lái)定義，而是由它的任務(wù)來(lái)定義的。企業(yè)只有具備了明確的任務(wù)和目的，才可能制定明確和現(xiàn)實(shí)的企業(yè)目標(biāo)?！?PeterF.Drucker)11/23/20223賈良定“一個(gè)企業(yè)不是由它的名字、章程和公司條例來(lái)定義，而是11/23/20224賈良定11/22/20224賈良定一、遠(yuǎn)景和使命陳述

(Vision&MissionStatement)“我們想成為什么和我們的使命是什么？”遠(yuǎn)景和使命陳述應(yīng)該生動(dòng)活潑、言簡(jiǎn)意駭、易于記誦，且富有意義和鼓舞性。11/23/20225賈良定一、遠(yuǎn)景和使命陳述

(Vision&MissionSt雇員和管理者共同為公司制訂和修改遠(yuǎn)景目標(biāo)反映了他們對(duì)自己未來(lái)的憧憬。共同的遠(yuǎn)景和使命可以使人們精神從單調(diào)的日常操作中得到升華，使人們不停地受到激勵(lì)。11/23/20226賈良定11/22/20226賈良定JamesC.CollinsandJerryI.Porras(1996)“BuildingYourCompany’sVision”

HarvardBusinessReview,September-October,pp.65-77.11/23/20227賈良定JamesC.CollinsandJerryI.CoreIdeology●CoreValues●CorePurposeEnvisionedFuture●10-to-30-yearBHAG●VividDescriptionArticulatingaVision11/23/20228賈良定CoreIdeologyEnvisionedFuture1.CoreIdeologyCoreideologydefinestheenduringcharacterofanorganization——aconsistentidentitythattranscendsproductormarketlifecycles,technologicalbreakthroughs,managementfads,andindividualleaders.Coreideologyprovidesthegluethatholdsanorganizationtogetherthroughtime.11/23/20229賈良定1.CoreIdeologyCoreideologyCoreValuescorevaluesaretheessentialandenduringtenetsofanorganization.Theyrequirenoexternaljustification,theyhaveintrinsicvalueandimportancetothoseinsidetheorganization.11/23/202210賈良定11/22/202210賈良定CoreValuesareacompany’sessentialtenetsMerck:

corporatesocialresponsibility;unequivocalexcellenceinallaspectsofthecompany;science-basedinnovation;honestyandintegrity;profit,butprofitfromworkthatbenefitshumanity.11/23/202211賈良定CoreValuesareacompany’sesPhilipMorris:

therighttofreedomofchoice;winning-beatingothersinagoodfight;encouragingindividualinitiative;opportunitybasedonmerit;nooneisentitledtoanything;hardworkandcontinuousself-improvement.11/23/202212賈良定PhilipMorris:11/22/202212賈良定Sony:

elevationofJapanesecultureandnationalstatus;beingapioneer,notfollowingothers,doingtheimpossible;encouragingindividualabilityandcreativity.11/23/202213賈良定Sony:11/22/202213賈良定WaltDisney:

nocynicism;nurturingandpromulgationof“wholesomeAmericanvalues”;creativity,dreams,andimagination;fanaticalattentiontoconsistencyanddetail;preservationandcontroloftheDisneymagic.11/23/202214賈良定WaltDisney:11/22/202214賈良定CorePurposeCorepurposeisaraisond’être,notagoalorbusinessstrategy.Alleffectivepurposereflectspeople’sidealisticmotivationsfordoingthecompany’swork.Itdoesn’tjustdescribetheorganization’soutputortargetcustomers;itcapturesthesouloftheorganization.11/23/202215賈良定CorePurpose11/22/202215賈良定CorePurposeisacompany’sreasonforbeingMerck:

topreserveandimprovehumanlifeSony:

toexperiencethejoyofadvancingandapplyingtechnologyforthebenefitofthepublicWaltDisney:

tomakepeoplehappy11/23/202216賈良定CorePurposeisacompany’sreCorePurposeisacompany’sreasonforbeing3M:

tosolveunsolvedproblemsinnovativelyHewlett-Packard:

tomaketechnicalcontributionsfortheadvancementandwelfareofhumanityMaryKayCosmetics:

togiveunlimitedopportunitytowomen11/23/202217賈良定CorePurposeisacompany’sreCorePurposeisacompany’sreasonforbeingMcKinsey&Company:

tohelpleadingcorporationsandgovernmentsbemoresuccessfulNike:

toexperiencetheemotionofcompetition,winning,andcrushingcompetitorsWal-Mart:

togiveordinaryfolkthechancetobuythesamethingsasrichpeople11/23/202218賈良定CorePurposeisacompany’sre2.EnvisionedFutureOntheonehand,EnvisionedFutureconveysconcreteness——somethingvisible,vivid,andreal.Ontheotherhand,EnvisionedFutureinvolvesatimeyetunrealized——withitsdreams,hope,andaspirations.11/23/202219賈良定2.EnvisionedFutureOntheoneVision-levelBHAG:10-to-30-yearGoalBHAG:big,hairy,audaciousgoal.Companiesneedanaudacious10-to-30-yeargoaltoprogresstowardanenvisionedfuture.AtrueBHAGisclearandcompelling,servesasaunifyingfocalpointofeffort,andactsasacatalystforteamspirit.11/23/202220賈良定Vision-levelBHAG:10-to-30-yeBHAGsAidLong-TermVisionTargetBHAGscanbequantitativeorqualitative:becomea$125billioncompanybytheyear2000(Wal-Mart,1990)democratizetheautomobile(FordMotorCompany,early1900s)becomethecompanymostknownforchangingtheworldwidepoor-qualityimageofJapaneseproducts(Sony,1950s)11/23/202221賈良定BHAGsAidLong-TermVision11/2BHAGsAidLong-TermVisionCommon-enemyBHAGsinvolveDavid-versus-Goliaththinking:KnockoffRJRasthenumberonetobaccocompanyintheworld(PhilipMorris,1950s)CrushAdidas(Nike,1960s)Yamahawotaubusu!WewilldestroyYamaha!(Honda,1970s)11/23/202222賈良定BHAGsAidLong-TermVision11/2BHAGsAidLong-TermVisionRole-modelBHAGssuitup-and-comingorganizations:becometheNikeofthecyclingindustry(GiroSportDesign,1986)becomeasrespectedin20yearsasHewlett-Packardistoday(Watkins-Johnson,1996)BecometheHarvardoftheWest(StanfordUniversity,1940s)11/23/202223賈良定BHAGsAidLong-TermVision11/2VividDescriptionAnenvisionedfutureneedsVividDescription,thatis,avibrant,engaging,andspecificdescriptionofwhatitwillbeliketoachievetheBHAG.Thinkingofitastranslatingthevisionfromwordsintopictures,ofcreatinganimagethatpeoplecancarryaroundintheirheads.11/23/202224賈良定VividDescription11/22/202224賈Youmusttranslatethevisionfromwordstopictureswithvividdescriptionofwhatitwillbeliketoachieveyourgoal.11/23/202225賈良定YoumusttranslatethevisionHenryFord:democratizeautomobile

Iwillbuildamotorcarforthegreatmultitude….ItwillbesolowinpricethatnomanmakingagoodsalarywillbeunabletoownoneandenjoywithhisfamilytheblessingofhoursofpleasureinGod’sgreatopenspace….WhenI’mthrough,everybodywillbeabletoaffordme,andeveryonewillhaveone.Thehorsewillhavedisappearedfromourhighways,theautomobilewillbetakenforgranted….[andwewill]givealargenumberofmenemploymentatgoodwages.11/23/202226賈良定HenryFord:democratizeautomoAnExample——

VisionandMissionStatement:Sonyinthe1950s11/23/202227賈良定AnExample——

VisionandMissioCOREIDEOLOGYcorevalues:

elevationofJapanesecultureandnationalstatus;beingapioneer,notfollowingothers,doingtheimpossible;encouragingindividualabilityandcreativity.11/23/202228賈良定COREIDEOLOGY11/22/202228賈良定corepurpose:

toexperiencethejoyofadvancingandapplyingtechnologyforthebenefitofthepublic11/23/202229賈良定corepurpose:11/22/202229賈良定ENVISIONEDFUTUREBHAG:

becomethecompanymostknownforchangingtheworldwidepoor-qualityimageofJapaneseproducts.11/23/202230賈良定ENVISIONEDFUTURE11/22/202230賈vividdescription:

Wewillcreateproductsthatbecomepervasivearoundtheworld….WewillbethefirstJapanesecompanytogointotheU.S.Marketanddistributedirectly….WewillsucceedwithinnovationsthatU.S.Companieshavefailedat——suchasthetransistorradio….Fiftyyearsfromnow,ourbrandnamewillbeaswellknownasanyintheworld….andwillsignifyinnovationandqualitythatrivalthemostinnovativecompaniesanywhere….“MadeinJapan”willmeansomethingfine,notsomethingshoddy.11/23/202231賈良定vividdescription:11/22/20223Lecture01戰(zhàn)略分析某公司戰(zhàn)略研究一、遠(yuǎn)景和使命陳述二、環(huán)境研究三．核心能力研究四、戰(zhàn)略選擇五、戰(zhàn)略實(shí)施Gotolecture0711/23/202232賈良定Lecture01戰(zhàn)略分析某公司戰(zhàn)略研究Gotol戰(zhàn)略性計(jì)劃是指應(yīng)用于整體組織的，為組織未來(lái)較長(zhǎng)時(shí)期(通常為5年以上)設(shè)立總體目標(biāo)和尋求組織在環(huán)境中的地位的計(jì)劃。戰(zhàn)略性計(jì)劃的任務(wù)不在于看清企業(yè)目前是什么樣子，而在于看清企業(yè)將來(lái)會(huì)成為什么樣子。11/23/202233賈良定11/22/20222賈良定“一個(gè)企業(yè)不是由它的名字、章程和公司條例來(lái)定義，而是由它的任務(wù)來(lái)定義的。企業(yè)只有具備了明確的任務(wù)和目的，才可能制定明確和現(xiàn)實(shí)的企業(yè)目標(biāo)?！?PeterF.Drucker)11/23/202234賈良定“一個(gè)企業(yè)不是由它的名字、章程和公司條例來(lái)定義，而是11/23/202235賈良定11/22/20224賈良定一、遠(yuǎn)景和使命陳述

(Vision&MissionStatement)“我們想成為什么和我們的使命是什么？”遠(yuǎn)景和使命陳述應(yīng)該生動(dòng)活潑、言簡(jiǎn)意駭、易于記誦，且富有意義和鼓舞性。11/23/202236賈良定一、遠(yuǎn)景和使命陳述

(Vision&MissionSt雇員和管理者共同為公司制訂和修改遠(yuǎn)景目標(biāo)反映了他們對(duì)自己未來(lái)的憧憬。共同的遠(yuǎn)景和使命可以使人們精神從單調(diào)的日常操作中得到升華，使人們不停地受到激勵(lì)。11/23/202237賈良定11/22/20226賈良定JamesC.CollinsandJerryI.Porras(1996)“BuildingYourCompany’sVision”

HarvardBusinessReview,September-October,pp.65-77.11/23/202238賈良定JamesC.CollinsandJerryI.CoreIdeology●CoreValues●CorePurposeEnvisionedFuture●10-to-30-yearBHAG●VividDescriptionArticulatingaVision11/23/202239賈良定CoreIdeologyEnvisionedFuture1.CoreIdeologyCoreideologydefinestheenduringcharacterofanorganization——aconsistentidentitythattranscendsproductormarketlifecycles,technologicalbreakthroughs,managementfads,andindividualleaders.Coreideologyprovidesthegluethatholdsanorganizationtogetherthroughtime.11/23/202240賈良定1.CoreIdeologyCoreideologyCoreValuescorevaluesaretheessentialandenduringtenetsofanorganization.Theyrequirenoexternaljustification,theyhaveintrinsicvalueandimportancetothoseinsidetheorganization.11/23/202241賈良定11/22/202210賈良定CoreValuesareacompany’sessentialtenetsMerck:

corporatesocialresponsibility;unequivocalexcellenceinallaspectsofthecompany;science-basedinnovation;honestyandintegrity;profit,butprofitfromworkthatbenefitshumanity.11/23/202242賈良定CoreValuesareacompany’sesPhilipMorris:

therighttofreedomofchoice;winning-beatingothersinagoodfight;encouragingindividualinitiative;opportunitybasedonmerit;nooneisentitledtoanything;hardworkandcontinuousself-improvement.11/23/202243賈良定PhilipMorris:11/22/202212賈良定Sony:

elevationofJapanesecultureandnationalstatus;beingapioneer,notfollowingothers,doingtheimpossible;encouragingindividualabilityandcreativity.11/23/202244賈良定Sony:11/22/202213賈良定WaltDisney:

nocynicism;nurturingandpromulgationof“wholesomeAmericanvalues”;creativity,dreams,andimagination;fanaticalattentiontoconsistencyanddetail;preservationandcontroloftheDisneymagic.11/23/202245賈良定WaltDisney:11/22/202214賈良定CorePurposeCorepurposeisaraisond’être,notagoalorbusinessstrategy.Alleffectivepurposereflectspeople’sidealisticmotivationsfordoingthecompany’swork.Itdoesn’tjustdescribetheorganization’soutputortargetcustomers;itcapturesthesouloftheorganization.11/23/202246賈良定CorePurpose11/22/202215賈良定CorePurposeisacompany’sreasonforbeingMerck:

topreserveandimprovehumanlifeSony:

toexperiencethejoyofadvancingandapplyingtechnologyforthebenefitofthepublicWaltDisney:

tomakepeoplehappy11/23/202247賈良定CorePurposeisacompany’sreCorePurposeisacompany’sreasonforbeing3M:

tosolveunsolvedproblemsinnovativelyHewlett-Packard:

tomaketechnicalcontributionsfortheadvancementandwelfareofhumanityMaryKayCosmetics:

togiveunlimitedopportunitytowomen11/23/202248賈良定CorePurposeisacompany’sreCorePurposeisacompany’sreasonforbeingMcKinsey&Company:

tohelpleadingcorporationsandgovernmentsbemoresuccessfulNike:

toexperiencetheemotionofcompetition,winning,andcrushingcompetitorsWal-Mart:

togiveordinaryfolkthechancetobuythesamethingsasrichpeople11/23/202249賈良定CorePurposeisacompany’sre2.EnvisionedFutureOntheonehand,EnvisionedFutureconveysconcreteness——somethingvisible,vivid,andreal.Ontheotherhand,EnvisionedFutureinvolvesatimeyetunrealized——withitsdreams,hope,andaspirations.11/23/202250賈良定2.EnvisionedFutureOntheoneVision-levelBHAG:10-to-30-yearGoalBHAG:big,hairy,audaciousgoal.Companiesneedanaudacious10-to-30-yeargoaltoprogresstowardanenvisionedfuture.AtrueBHAGisclearandcompelling,servesasaunifyingfocalpointofeffort,andactsasacatalystforteamspirit.11/23/202251賈良定Vision-levelBHAG:10-to-30-yeBHAGsAidLong-TermVisionTargetBHAGscanbequantitativeorqualitative:becomea$125billioncompanybytheyear2000(Wal-Mart,1990)democratizetheautomobile(FordMotorCompany,early1900s)becomethecompanymostknownforchangingtheworldwidepoor-qualityimageofJapaneseproducts(Sony,1950s)11/23/202252賈良定BHAGsAidLong-TermVision11/2BHAGsAidLong-TermVisionCommon-enemyBHAGsinvolveDavid-versus-Goliaththinking:KnockoffRJRasthenumberonetobaccocompanyintheworld(PhilipMorris,1950s)CrushAdidas(Nike,1960s)Yamahawotaubusu!WewilldestroyYamaha!(Honda,1970s)11/23/202253賈良定BHAGsAidLong-TermVision11/2BHAGsAidLong-TermVisionRole-modelBHAGssuitup-and-comingorganizations:becometheNikeofthecyclingindustry(GiroSportDesign,1986)becomeasrespectedin20yearsasHewlett-Packardistoday(Watkins-Johnson,1996)BecometheHarvardoftheWest(StanfordUniversity,1940s)11/23/202254賈良定BHAGsAidLong-TermVision11/2VividDescriptionAnenvisionedfutureneedsVividDescription,thatis,avibrant,engaging,andspecificdescriptionofwhatitwillbeliketoachievetheBHAG.Thinkingofitastranslatingthevisionfromwordsintopictures,ofcreatinganimagethatpeoplecancarryaroundintheirheads.11/23/202255賈良定VividDescription11/22/202224賈Youmusttranslatethevisionfromwordstopictureswithvividdescriptionofwhatitwillbeliketoachieveyourgoal.11/23/202256賈良定YoumusttranslatethevisionHenryFord:democratizeautomobile

Iwillbuildamotorcarforthegreatmultitude….Itwillbesolowinpricethatnomanmakingagoodsalarywillbeunabletoownoneandenjoywithhisfamilytheblessingofhours