企业战略管理学习指导书.ppt

Section 1 vision Vision: Desired future state: the aspiration of the organization Include two parts: Core idea (which is the ultimate significance, soul, cohesion of the enterprise) expectation of future (which the enterprise is running after and shifts with the changing of environment) Both of them form the internal drive of enterprise. Four elementary charaters of vision Clear (or plain) Long-range Particular Spirit of service Section two mission Mission: 企业使命指出企业之所以存在的目的或理由，说明企业的经营领域、经营思想、为企业目标的确立与战略的指定提供依据。 企业使命是指在界定了企业远景概念的基础上，具体地定义企业在全社会经济领域中所经营活动的范围或层次。 Define the mission of enteroprise The need to satisfy The customer group The technique and activities Section three goals and objectives Goal: General statement of aim or purpose Objectives: Quantification (if possible) or more precise statement of the goal Establish the system of enterprise’s goals 公司的目标体系是公司的管理者作出承诺：在具体的时间框架下，达到具体的业绩目标。 * * Chapter two Strategic direction *