战略管理讲义课件

Lecture01战略分析某公司战略研究一、远景和使命陈述二、环境研究三．核心能力研究四、战略选择五、战略实施Gotolecture0711/23/20221贾良定Lecture01战略分析某公司战略研究Gotol战略性计划是指应用于整体组织的，为组织未来较长时期(通常为5年以上)设立总体目标和寻求组织在环境中的地位的计划。战略性计划的任务不在于看清企业目前是什么样子，而在于看清企业将来会成为什么样子。11/23/20222贾良定11/22/20222贾良定“一个企业不是由它的名字、章程和公司条例来定义，而是由它的任务来定义的。企业只有具备了明确的任务和目的，才可能制定明确和现实的企业目标。”(PeterF.Drucker)11/23/20223贾良定“一个企业不是由它的名字、章程和公司条例来定义，而是11/23/20224贾良定11/22/20224贾良定一、远景和使命陈述

(Vision&MissionStatement)“我们想成为什么和我们的使命是什么？”远景和使命陈述应该生动活泼、言简意骇、易于记诵，且富有意义和鼓舞性。11/23/20225贾良定一、远景和使命陈述

(Vision&MissionSt雇员和管理者共同为公司制订和修改远景目标反映了他们对自己未来的憧憬。共同的远景和使命可以使人们精神从单调的日常操作中得到升华，使人们不停地受到激励。11/23/20226贾良定11/22/20226贾良定JamesC.CollinsandJerryI.Porras(1996)“BuildingYourCompany’sVision”

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

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

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

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

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

topreserveandimprovehumanlifeSony:

toexperiencethejoyofadvancingandapplyingtechnologyforthebenefitofthepublicWaltDisney:

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

tosolveunsolvedproblemsinnovativelyHewlett-Packard:

tomaketechnicalcontributionsfortheadvancementandwelfareofhumanityMaryKayCosmetics:

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

tohelpleadingcorporationsandgovernmentsbemoresuccessfulNike:

toexperiencetheemotionofcompetition,winning,andcrushingcompetitorsWal-Mart:

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

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

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

VisionandMissioCOREIDEOLOGYcorevalues:

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

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

becomethecompanymostknownforchangingtheworldwidepoor-qualityimageofJapaneseproducts.11/23/202230贾良定ENVISIONEDFUTURE11/22/202230贾vividdescription:

Wewillcreateproductsthatbecomepervasivearoundtheworld….WewillbethefirstJapanesecompanytogointotheU.S.Marketanddistributedirectly….WewillsucceedwithinnovationsthatU.S.Companieshavefailedat——suchasthetransistorradio….Fiftyyearsfromnow,ourbrandnamewillbeaswellknownasanyintheworld….andwillsignifyinnovationandqualitythatrivalthemostinnovativecompaniesanywhere….“MadeinJapan”willmeansomethingfine,notsomethingshoddy.11/23/202231贾良定vividdescription:11/22/20223Lecture01战略分析某公司战略研究一、远景和使命陈述二、环境研究三．核心能力研究四、战略选择五、战略实施Gotolecture0711/23/202232贾良定Lecture01战略分析某公司战略研究Gotol战略性计划是指应用于整体组织的，为组织未来较长时期(通常为5年以上)设立总体目标和寻求组织在环境中的地位的计划。战略性计划的任务不在于看清企业目前是什么样子，而在于看清企业将来会成为什么样子。11/23/202233贾良定11/22/20222贾良定“一个企业不是由它的名字、章程和公司条例来定义，而是由它的任务来定义的。企业只有具备了明确的任务和目的，才可能制定明确和现实的企业目标。”(PeterF.Drucker)11/23/202234贾良定“一个企业不是由它的名字、章程和公司条例来定义，而是11/23/202235贾良定11/22/20224贾良定一、远景和使命陈述

(Vision&MissionStatement)“我们想成为什么和我们的使命是什么？”远景和使命陈述应该生动活泼、言简意骇、易于记诵，且富有意义和鼓舞性。11/23/202236贾良定一、远景和使命陈述

(Vision&MissionSt雇员和管理者共同为公司制订和修改远景目标反映了他们对自己未来的憧憬。共同的远景和使命可以使人们精神从单调的日常操作中得到升华，使人们不停地受到激励。11/23/202237贾良定11/22/20226贾良定JamesC.CollinsandJerryI.Porras(1996)“BuildingYourCompany’sVision”

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

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

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

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

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

topreserveandimprovehumanlifeSony:

toexperiencethejoyofadvancingandapplyingtechnologyforthebenefitofthepublicWaltDisney:

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

tosolveunsolvedproblemsinnovativelyHewlett-Packard:

tomaketechnicalcontributionsfortheadvancementandwelfareofhumanityMaryKayCosmetics:

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

tohelpleadingcorporationsandgovernmentsbemoresuccessfulNike:

toexperiencetheemotionofcompetition,winning,andcrushingcompetitorsWal-Mart:

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

Iwillbuildamotorcarforthegreatmultitude….Itwillbesolowinpricethatnomanmakingagoodsalarywillbeunabletoownoneandenjoywithhisfamilytheblessingofhours