管理学第8章战略管理(StrategicManagement)讲课.ppt

Strategic Management（战略管理） What managers do to develop the organization’s strategies. Strategies （战略） The decisions and actions that determine the long-run performance of an organization. Strategic Management cont’d Business Model Is a strategic design for how a company intends to profit from its strategies, work processes, and work activities. Focuses on two things: Whether customers will value what the company is providing. Whether the company can make any money doing that. Why is Strategic Management Important It results in higher organizational performance. It requires that managers examine and adapt to business environment changes. It coordinates diverse organizational units, helping them focus on organizational goals. It is very much involved in the managerial decision-making process. Exhibit 8–1 The Strategic Management Process（战略管理过程） Strategic Management Process （战略管理过程） Step 1: Identifying the organization’s current mission, goals, and strategies（确定组织当前的使命、目标和战略） Mission: the firm’s reason for being The scope of its products and services Goals: the foundation for further planning Measurable performance targets Step 2: Doing an external analysis（外部分析） The environmental scanning of specific and general environments Focuses on identifying opportunities and threats Exhibit 8–2 Components of a Mission Statement（使命陈述构成要素） 战略目标、宗旨与任务陈述 1.用户：公司的用户是谁？ 比如SANYI公司的停车设备、远大的整体浴室？---是决定市场战略的基础 2.产品或服务：公司的主要产品或服务项目是什么？ 3.市场：公司在哪些地域竞争？ 4.技术：公司的技术是否是最新的？ 5.对生存、增长、盈利的关切：公司是否努力实现业务的增长 和良好财务状况？ 6.观念：公司的基本信念、价值观、志向和道德倾向是什么？ 7.自我认知：公司最独特的能力或最主要的竞争优势是什么？ 8.对公司形象的关切：公司是否对社会、社区和环境负责？ 9.对员工的关心：公司是否视员工为宝贵的资产？ Strategic Management Process cont’d Step 3: Doing an internal analysis（内部分析） Assessing organizational resources, capabilities, and activities: Strengths create value for the customer and strengthen the competitive position of the firm. Weaknesses can place the firm at a competitive disadvantage. Analyzing financial and physical assets is fairly easy, but assessing in