公司的成功商業(yè)策略

 

簡(jiǎn)介

 

本文主要探討了企業(yè)成功的經(jīng)營(yíng)策略。在對(duì)企業(yè)戰(zhàn)略的概念進(jìn)行厘清之后，研究者將討論制定企業(yè)戰(zhàn)略的整體性，并描述了發(fā)達(dá)企業(yè)戰(zhàn)略的四個(gè)關(guān)鍵維度。

 

論發(fā)展企業(yè)戰(zhàn)略的整體性

 

在研究世界企業(yè)發(fā)展史，人們可以發(fā)現(xiàn)，企業(yè)戰(zhàn)略是現(xiàn)代企業(yè)的基礎(chǔ)（本特和謝爾，2002）。雖然發(fā)展環(huán)境、產(chǎn)品結(jié)構(gòu)、組織與管理、技術(shù)創(chuàng)新、產(chǎn)品質(zhì)量和資金規(guī)模都能對(duì)企業(yè)的生活產(chǎn)生影響，企業(yè)戰(zhàn)略研究是否成功對(duì)公司也相當(dāng)重要。企業(yè)戰(zhàn)略是在競(jìng)爭(zhēng)的環(huán)境中，企業(yè)要考慮自身的優(yōu)勢(shì)和劣勢(shì)，并為了創(chuàng)造生存和發(fā)展的空間采取反應(yīng)（納韋& 馬庫(kù)斯，2005）。企業(yè)戰(zhàn)略不能停滯不前，要適應(yīng)內(nèi)外環(huán)境條件的變化。對(duì)于不同的階段，不同的企業(yè)有不同的管理模式。在現(xiàn)代世界中，管理的本質(zhì)是為了適應(yīng)不斷變化的世界市場(chǎng)，隨時(shí)調(diào)整服務(wù)管理戰(zhàn)略。因此，研究人員認(rèn)為，所謂的經(jīng)營(yíng)策略是，在企業(yè)管理，以實(shí)現(xiàn)某些經(jīng)營(yíng)目標(biāo)，在一定的市場(chǎng)環(huán)境條件下，所有的行動(dòng)，計(jì)劃和有競(jìng)爭(zhēng)力的方式，幫助實(shí)現(xiàn)業(yè)務(wù)目標(biāo)。企業(yè)戰(zhàn)略活動(dòng)是一種思維活動(dòng)和理性思維的創(chuàng)造性活動(dòng)，管理者應(yīng)滿足的條件，在經(jīng)營(yíng)戰(zhàn)略中有正確的應(yīng)用。

 

首先，企業(yè)對(duì)市場(chǎng)環(huán)境的變化具有較高的敏感性。對(duì)于一個(gè)現(xiàn)代企業(yè)的領(lǐng)導(dǎo)者來(lái)說(shuō)，如何根據(jù)環(huán)境的變化來(lái)調(diào)整企業(yè)發(fā)展戰(zhàn)略，迅速成為領(lǐng)導(dǎo)者至關(guān)重要。

 

The Successful Business Strategies Of The Corporation

 

簡(jiǎn)介-Introduction

 

In this paper, the researcher will mainly discuss the successful business strategies of the corporation. After clarifying the concept of the business strategies, the researcher will discuss the integrated nature of developing a corporate strategy and describe the four key dimensions of well-developed business strategies.

 

論發(fā)展企業(yè)戰(zhàn)略的整體性-Discuss the integrated nature of developing a corporate strategy

 

After researching world enterprise development history, people can find out that corporate strategy is the foundation of modern enterprise (Bent & Kjell, 2002). Although development environment, product structure, organization and management, technical innovation, product quality and capital scale can have an influence on the enterprise life, whether the enterprise strategy research is successful is also quite important for the company. Business strategy can be considered as that in the competition environment, the enterprise should consider its advantages and disadvantages, and take reactions in order to create the space of survival and development (Naveh & Marcus, 2005). Business strategy can not stand still, and it should make adjustment with the changes of internal and external environment conditions. For the different stages, different companies will have different management modes. In the modern world, the essence of management is that adjusting serve management strategic at any time in order to adapt itself to the changing world market. Thus, the researcher considers that the so-called business strategies are that in the enterprise management, in order to achieve certain operations objectives, under certain market environment conditions, all the actions, plans and competitive manners helping achieve the operational objectives. Since business strategy activity is a kind of tough brain activity and creative activity of rational thinking, the managers should fulfill conditions and make a correct application in business strategy.

 

First, enterprise owns high sensitivity towards the market environment changes. For a modern enterprise leader, how to adjust enterprise development strategy according to the environment changes and quickly become the leader is vital. A good modern enterprise operator should make changes timely according to the environmental changes. Second, during the enterprise strategic adjustment process, guiding ideology is also important. Third, organization mechanisms of the enterprises should have sustained innovation ability. Various enterprises can obtain surviving space and prolong enterprise life in different types of innovation activities. Fourth, the enterprises should have a scientific financial operations and reasonable cash flow. If the enterprise wants to do high-level innovative activities, it should investment in researching and developing. Fifth, the modern enterprise culture and values is another factor. After the entrepreneurs make strategic adjustment, the whole organization should operate up according to instructions (Dovev, 2006).

 

In addition, the core of enterprise strategy is innovation. When the enterprise makes each strategic adjustment, the environment actually changes and for the company, the core of enterprise strategy is how to respond to the changes.

 

描述發(fā)達(dá)企業(yè)戰(zhàn)略的四個(gè)關(guān)鍵維度-Describe the four key dimensions of well-developed business strategies
 

When the researcher looks at a well- developed business strategy holistically, there often will be four distinct and key dimensions that account for every action and decision (Kor & Mahoney, 2004). These four dimensions are: strategy, operations, marketing and finances respectively. Finances dimension mainly answers the question that "how to win the support of shareholders and how to create enterprise value?" And finances dimension is the starting point and final result of business strategy. Strategy dimension often includes several aspects: management strategy, technology innovations, and so on. Marketing dimension mainly focus on the question that "how to adapt to the market and how to create values for customers". Delivery cycle, service response time, and when new productions put into the market will have an important effect on the market sharing and customers' needs (Stefanie & Thomas, 2004). Operations dimension mainly answers the question that "what is our advantage" and different answers to the same problem will form the different core competitiveness. Therefore, a good enterprise often can pick out the business program having a great influence on the customers' satisfaction, including time, quality, service and productivity, make sure its own core competitive ability, and convert them to some specific assessment indexes, such as manufactured products passing rate and so on.

 

Although they're distinct dimensions, there is also a heavy and important interrelation among them. For a good company, the financial strategies may often guide the operational decisions and at the same time the operational decisions will often have to be checked by the financial strategies. Since profit is the premise of enterprise existence and development, financial indexes are the expectations and requirement of shareholders while financial profits finally come from the final customers and users. The strategic initiatives will have an influence on the marketing decisions while the marketing activities may reveal new strategic chances that the managers should keep a close eye on.

 

使用大眾集團(tuán)的例子來(lái)支持分析-Using the example of the Volkswagen group to support your analysis
 

As a famous brand in the world market, Volkswagen always has a high market sharing and strongly stimulates consumers' purchasing desire. This strong brand and advanced technology has won many consumers' trusts. The company has a well-developed business strategy which can properly deal with the relationships of the four key dimensions (Nile & Jeffrey, 2004). This can be reflected in the following aspects: first, Volkswagen has seized the market opportunities and gasped the marketing regular patterns. The company has made use of the government's policies and propagandized the advanced consumption ideas in order to stimulate customers' purchasing desires. Second, Volkswagen has made productions with better quality, provided relatively perfect after-sale service and in this way it can recognized by the market and the customers (Tallman, Jenkins & Pinch, 2004). So from this point, the researcher also can find out that the operations and the marketing are in close relationship. Third, better business strategy has provided another chance for the company's development. Volkswagen has made different strategies for different period and it also made adjustment for the changes of the market and government policy. This also has helped dividing the market, selecting the target market and relocating.

 

結(jié)論Conclusion
 

In this paper, the researcher discussed the successful business strategies of the corporation, including the integrated nature of developing a corporate strategy, the four key dimensions of well-developed business strategies and using the example of the Volkswagen group to support the analysis.