企业战略管理战略实施营销财务会计研发计算机信息系统.ppt

U51050 Strategic ManagementU51050 战略管理 Implementation Strategies Marketing, Finance/Accounting, RD,CIS 战略实施 营销，财务/会计， 研发，计算机信息系统 Comprehensive Strategic Management Model Implementing Strategies战略实施 “There is no “perfect” strategic decision. One always has to balance conflicting objectives, conflicting opinions, and conflicting priorities. The best strategic decision is an approximation—and a risk.” “没有“尽善尽美”的战略决策。人们总是要在相互矛盾的目标、观点及重点之间进行平衡。最佳的战略决策只能是近似合理的，而且总是带有风险的。“ —Peter Drucker— －彼得 杜拉克－ Implementing Strategies战略实施 “As market windows open and close more quickly, it is important that RD be tied ever more closely to corporate strategy.” ”当市场之窗的开闭速度变得更快，将研发同企业战略比以前更紧密地联系到一起就显得尤为重要。“ —William Spenser— －威廉 斯宾塞－ Implementing Strategies战略实施 “Most of the time, strategists should not be formulating strategy but rather implementing strategies they already have.” ”战略制定者的绝大多数时间不应该花费在制定战略上，而应该花费在实施既定战略上。“ —Henry Mintzberg— －亨利 明茨伯格－ Implementing Strategies战略实施 10% of strategies are successfully implemented! 10%的战略是能成功实施的！ So what can we learn about maximising successful implementation? 所以要使实施最大程度地取得成功，我们应该学习些什么？ Question: How would you rate your business in terms of successful strategy implementation? 问题：在成功实施战略方面，你怎么评价你所在的企业？ Implementing Strategies战略实施 Major problems: 主要问题 Failing to segment markets appropriately 未能恰当地细分市场 Paying too much for a new acquisition 在新的收购案中付出过多 Falling behind competition in RD 在研究开发的竞争中落后 Not recognizing benefit of ITS in managing information 未能认识到信息技术系统对管理信息的作用 Anything else? 还有什么其他问题？ Marketing Issues市场营销问题 Two Variables of Central Importance to Strategy Implementation: 影响战略实施的两个重要变量 Market Segmentation 市场细分 Product Positioning 产品定位 Marketing Issues市场营销问题 Current Issues: 现有问题： Marketing via the Internet 透过互联网进行营销 Consumer “profiling” 确认消费者“特征” Exercise 1练习1 What is your business doing about marketing in terms of the 4 Ps (product, price, promotion, place) 你所在的企业在营销的4P(产品，价格，促销和渠道）方面是怎么做的？ Analyse share with