企业管理(双语)

1、.,1. The importance for learning “Essentials of Entrepreneurship(企业家精神) and Small Business(企业) Management(管理)”. 学习本课程的重要性主要体现在如下2点：,1.1 The textbook can provide future entrepreneurs with the tools they need to master the most important issues involved in starting and managing a successful new busine

2、ss venture. (考虑到企业内外部环境因素).,.,1.2 After finishing this course, you will have a basic understanding of business functions(企业的职能). And it could help you to manage your enterprise in the future.,.,2. Main contents of this course（本课程的主要内容）:,Section I The challenges of entrepreneurship 1. The foundations

3、 of entrepreneurship (企业家精神的基础) 2. Inside the entrepreneurial mind: from ideas to reality(企业家思想的内部: 从想法到现实),.,Section II Building the business plan: beginning considerations 1. Strategic management (战略管理)and the entrepreneur(企业家) 2. Conducting a feasibility analysis and crafting a winning business p

4、lan(进行可行性分析并打造一个成功的商业计划) 3. Forms of business ownership and franchising(公司所有制形式及特许经营),.,Section III Building the business plan: marketing and financial considerations 1. Finding a niche （瞄准市场空白点） 2. Taking aim: the marketing plan（制定营销计划） 3. Choosing the right location（选择合适的经营场所） 4. Strategic marketi

5、ng （中小企业的市场战略） 5. Financial considerations (show VCD),.,Section IV Management work(中小企业的管理运作) 1. Making the pieces fit: managing a small business(确定适合的管理体系) 2. The human factor(员工管理) 3. Taking stock: purchasing and inventory control(采购和库存管理) Section V Building a new venture team and planning for the

6、 next generation(组建新的风险团队并为下一代进行规划),.,Section I The challenges of entrepreneurship(第一部分 企业家精神的挑战) Chapter 1 The foundations of entrepreneurship(第一章:企业家精神的基础) Learning objectives(学习目标) Upon completion of this chapter, you will be able to: 1. Understand what an entrepreneur is. 2. Understand what the

7、entrepreneurial profile(性格特点) tend to exhibit.,.,3. Explain the forces that are driving the growth of entrepreneurship. 4. Describe the important role small businesses play in our nations economy. 5. Describe the nine deadly mistakes of entrepreneurship and explain how to avoid them. 6. Explain how

8、entrepreneurs can avoid becoming another failure statistic.,.,1.The world of the entrepreneur 1.1 Entrepreneurial activity across globe(下图中横轴表示世界各国, 纵轴表示各国的小型企业创业者人数),.,1.2 导致企业家增加的原因之一: According to the textbook(P2), the downsizing( 裁减员工人数) has destroyed the long-standing notion of job security in

9、large corporations(大型公司), and the flurry of “pink slips” has spawned a new population of entrepreneurs: castoffs from large corporations with solid management experience and many productive years left before retirement. Also more and more young people see entrepreneurship as the ideal way to create

10、their own job security and success. Why the corporations reduce their employees ?,.,Why the corporations reduce their employees ? Answer: e.g. carry out team management(如:某饭店银行等), reduce organizational levels, the companys profit is descending(如大宇集团桂林洗涤剂厂某毛巾厂等) and so on.,.,2. What is an entrepreneu

11、r? (Page 5),2.1 An entrepreneur is one who creates a new business in the face of risk(风险) and uncertainty for the purpose of achieving profit(利润) and growth by identifying significant opportunities and assembling the necessary resources(资源) to capitalize on(利用) them. 企业家们很善于抓住机会，在面对一定风险及不确定性环境的条件下，创

12、办一种新型企业。当企业步入正轨之后，他们会持续发展其规模及整体管理水平，而且企业家们能有效地配置公司的各种资源，以使企业获得最佳的利润。 企业家是从事劳动和资本的承包业者,也就是我们平时所称的 “老板”。(e.g. one of my relative),.,Although many people come up with great business ideas, most of them never act on their ideas. Entrepreneurs do. Researchers have invested a great deal of time and effort

13、 over the last decade trying to paint a clear picture of the entrepreneurial personality. Although these studies have identified several characteristics(特点) entrepreneurs tend to exhibit, none of them has isolated a set of traits(特点) required for success.,.,3. Several characteristics(=profile,特点) en

14、trepreneurs tend to exhibit:(企业家的性格特点表现为以下几个方面:),3.1 Desire for responsibility.(有强烈的责任心) (1) 责任心的含义 文/乐善耀(2002年8月, 摘于网上) 所谓责任心，是指个人对自己和他人，对家庭和集体，对国家和社会所负责任的认识、情感和信念，以及与之相应的遵守规范、承担责任和履行义务的自觉态度。责任心与自尊心、自信心、进取心、雄心、恒心、事业心、孝心、关心、慈悲心、同情心、怜悯心、善心相比， 是“群心”灿烂中的核心。由此可见，责任心是孩子健全人格的基础，是能力发展的催化剂 。责任心以认识为前提。没有是非标准

15、，责任心就无从谈起。,.,责任心与人生观、价值观、道德、理想、集体主义、爱国主义紧密相联。如果他的价值取向以奉献为乐，那么他就会有很强的责任心，反之，则对人对事漠然置之。 责任心以情感为基础。可以想像，一个孩子对父母没有感情，不可能对家庭承担任何责任，一个对社会、对祖国、对人民没有情感的人，当外族入侵，祖国受难之时，他不可能挺身而出，舍生忘死，为国献身。 责任心靠意志来维持。尽责尽心并非听他说得如何动听，主要反映在行动之中，不管承担什么样的责任，都离不开坚强意志和毅力的支撑，只有在克服困难中，在抵制各种诱惑中，才能反映一个人的责任感。,.,责任心的强弱通过行为来体现。从为家庭烧一顿饭，洗一次衣

16、服，到报名义务献血，应征入伍，都是责任心的体现。不过这是两种不同层次的责任心的体现罢了。 不久前放映的一部电影背起爸爸上学感动得多少人热泪盈眶。电影说的是一个16岁的农村少年，以优异的成绩考取了师范学校，面对着瘫痪在床无人照顾的父亲，无奈之下卖掉了全部家产，背着父亲走进校门，开始了漫长而艰辛的求学之路。一个“背”字，不仅体现了父子之情，也体现了孩子对家庭的责任。有报纸评论说他“背”起了责任。正是这种久违了的反哺情结，震撼着人们的心灵，呼唤着人们的良知。,.,Students responsibility? The employees responsibility? The entreprene

17、urs responsibility? Please discuss. See page 5 (control 控制, goal 目标). 3.2 Preference for moderate(适度的) risk.(喜欢适当地冒险; 企业家都或多或少地具有冒险精神,他们都有推断自己冒险程度的特殊能力) (1) See page 5: Entrepreneurs are not wild risk takers but are instead calculating risk(有计算的风险) takers. Unlike “high-rolling” gamblers(肆意挥霍的赌徒), th

18、ey rarely gamble(很少赌博).,.,(2) 美国作者苏姗近年来对中国的大多数企业家进行了调查研究, 书中提到: 企业家应该清楚经营企业 没有风险是几乎不可能的,因为风险本身就是市场的特征。竞争环境的变化，客户需求的多变性，产品品质的可替代性的提升，使企业家的经营活动受到挑战，同时充满风险。风险实际不是最可怕的，因为风险有时也可以成为契机，但如果盲目地冒险或没有规避风险的策略也会掉入沉沦的陷阱。企业家必须知道如何把有计算的风险当成动力并有能力充分利用风险机制，为企业带来发展的先机。 没有冒险精神的企业家不能称为真正的企业家。,.,(e.g. 中的大商人乔致庸冒险去五夷山贩茶;某公

19、司老板投资建房, 有60%以上的把握便会冒险去做;生活中个人风险投资:炒股或买基金),乔致庸从一个叫花子身上偶然买到一张百年商路地图，潜心研究后发现因太平军作乱而封锁多年的茶路蕴藏着巨大商机。乔致庸不顾家人的强烈反对，带着各商家不怀好意的股银南下前往产茶胜地 武夷山。半年之后，正当大家盛传乔致庸在南下途中遇难，准备瓜分乔家家产的时候，乔致庸带着为各家采办的茶叶回到了祁县。随后，乔致庸又北上恰克图，直到中俄边境，凭借着“义、信、利”和俄国商人签定了长期合作贸易合同。至此，南至武夷山，北到恰克图的这条封锁多年的茶路被乔致庸疏通，千万茶农也因此得救。,.,See page 6 : They usua

20、lly spot opportunitieseliminating risks is to build a solid business plan for a venture.,.,3.3 Confidence in their ability to succeed.(在成就某事业方面有坚定的信心或企业家必须具备想成功的坚定的、不屈不挠的个性) 3.4 Desire for immediate feedback.(渴望立即得到反馈信息) 3.5 High level of energy.(具备充沛的精力) (See Page 5 and e.g. Sherzard Restaurant) (W

21、e should work hard, but we also should combine exertion with rest.) 劳逸结合,.,3.6 Future orientation.(具备展望未来的能力) Entrepreneurs have a well-defined sense of searching for opportunities. They look ahead and are less concerned with what they did yesterday than with what they might do tomorrow. (See page 6

22、: Tom Stembergshopping for shoes for his four boys.) Entrepreneurs see potential where most people see only problems or nothing at all, a characteristic that often makes them the objects of ridicule (at least until their ideas become huge successes ). New phrase: the objects of ridicule 嘲笑的对象(on pag

23、e 6),.,See the example(以下两例说明了: Sometimes entrepreneurs are the objects of ridicule) : 里提到的由会计师成为企业家(金利沃德,1990:P32-P33), 书中提到:,.,“ 一生成功的行动,却受到朋友们的嘲笑和反对的克鲁特 霍普金斯的这段话, 我看了许多遍,引起我的同感,我为了晋升官准会计师,刻苦学习了10年,却扔掉了这个大有前途的差使, 进了琼 伯特当年经营的只有14万美元的小公司（并参与经营）。那时，朋友们都不理解。一个加拿大几家最大公司的会计监察采取这样的行动，他们都认为我疯了。然而，你看看这个公司今

24、年的销售额是2500万美金，就会庆幸我的路没有走错。”,., See the example “Psion PLC” : When David Potter decided to leave his job as a physics professor at Britains Imperial College to launch a business, his colleagues questioned his judgment. Potter launched Psion PLC, a company that made palmtop computers(掌上型电脑). Potter re

25、cently negotiated deals with industry heavyweights Nokia Corporation and Motorola Inc. to license its software for use in the next generation of palmtop computers. Psion now employs more than 1,100people and has a market value of more than 1 billion!,.,3.7 Skilled at organizing.(具有组织能力)(Students tra

26、nslate its meaning; jigsaw puzzle: 拼板玩具) 3.8 Value achievement over money.(金钱在企业家心里的地位不是最重要的) 若一个企业获得可观的利润,则说明老板的管理水平及技术水平都相当高,但利润并不是企业家们所追求的唯一目标。 e.g. 他们想有所成就（achievement)；想证实自己在社会上的价值；想从事自己喜欢的行业；他们有钱之后，想分一部分给穷人，创造社会效益等。,.,3.9 High degree of commitment.(具有高度的工作热情或对工作有奉献精神) Tolerance for ambiguity.(

27、具有应变能力) See page 7. Flexibility.(处理事情有灵活性)(See page 7-8) How do employees work flexibly? How do employers (entrepreneurs) work flexibly? Please give examples.,.,Answer: e.g. change cinema tickets, work in the bank (爱尔琴手表公司没有注重消费者的需求变化,最终导致公司走向衰落,这也说明了该公司的董事长处理事情缺乏灵活性). Tenacity.(做事有恒心,有毅力,从不轻易放弃) Ne

28、w words: obstacle 障碍物 vision 远见(指目标); doggedly 顽强地 See e.g. 坚持到最后者必能成功(美国:奥格曼狄诺,1988:P51-P52) See page 8: Para.2. 看范例：执着而不是固执,.,4.You be the consultant,Paradise in a pan (Before do case studies, lets go over what we have studied) baking 烘,烘干 pie 馅饼 out-of-the-way 偏僻的 give away 送掉,分发 double-park (把车)

29、停在与人行道平行停靠的车旁,.,4.You be the consultant,stay up 不睡觉 downtown 闹区 come up with 提出 customer service 顾客服务 rush order 紧急订单 a labor of love 出自喜爱而做的事,.,4.You be the consultant,Discuss questions: 1. Which entrepreneurial traits(特点) do Peggy Day and Jeanne Wagster exhibit(显示)? 2. What advantages(优势) did Day

30、and Wagster have when launching(创办) their business? 3. What obstacles(障碍) did they face?,.,1. Which entrepreneurial traits(特点) do Peggy Day and Jeanne Wagster exhibit(显示)? Answer: Peggy Day and Jeanne Wagster exhibit the following entrepreneurial traits: (1) They have strong responsibility when doin

31、g their business. e.g. They work very hard and they can allocate their business resources effectively.,.,(2) They are confident in their ability to succeed. (3) They have high level of energy. (4) They have high degree of commitment. (5) They can adapt to the changing demands of their customers and

32、their businesses (They do their business flexibly). (6) They can overcome the difficulties and make their business successfully. They insist that their business is a labor of love, not only for money.,.,2. What advantages(优势) did Day and Wagster have when launching(创办) their business? Answer: (1) Bo

33、th Day and Wagster have a mutual talent and interest in baking, so their business is a labor of love. If someone is interested in doing their business, they will have strong responsibility and high degree of commitment in it. These elements are,.,good for doing business. (2) They have enough money (

34、they only invested about $1000 when launching their business) and other resources to start their business. They do not need to worry about buying expensive equipment (They have the car and warehouse for selling pies), employ,.,suitable employees (at first they only need two persons to work). 3. What

35、 obstacles(障碍) did they face? Answer: (1) They have to work very hard. (e.g. By thanksgiving 36hours, they arrived at the shop at 4 A.M. to start the days baking.) (2) Sometimes they have to deliver pies to customers homes and to meet rush orders with a smile. So they may feel,.,stressful.(see the c

36、ase : One elderly customer). The above are the obstacles they face. But they have overcome these difficulties and make their business successfully.,.,Read the case on page 11-12 and answer the question: (extensive reading) Case: These Boots Are Made for Riding Question: Explain how Beth Cross exhibi

37、ts the entrepreneurial spirit. carbon fibre 碳纤维 equestrian 骑马的 tycoon (企业界) 巨头,.,break in a new pair of shoes 穿用新鞋使逐渐合脚 pay off 使人得益;有报偿 apparel 衣服;装饰物,.,The benefits of entrepreneurship(创业的优点) (Please read them yourself.),The opportunity to: Create your own destiny Make a difference Reach your full

38、 potential Reap(获得) impressive profits(利润) Contribute to society and to be recognized for your efforts Do what you enjoy and to have fun at it,.,The potential drawbacks of entrepreneurship(创业的缺点): (Please read them yourself.),Uncertainty of income Risk of losing your entire investment Long hours and

39、 hard work, 看下图(企业 家创业时每周工作的时间):,.,The potential drawbacks of entrepreneurship(创业的缺点),.,The potential drawbacks of entrepreneurship(创业的缺点),Lower quality of life until the business gets established (在企业走向成功之前, 生活质量较低,看下图: 大多数创业者介于25至44岁之间, 既要忙于事业, 又要兼顾家庭。),.,The potential drawbacks of entrepreneurshi

40、p(创业的缺点),.,The potential drawbacks of entrepreneurship(创业的缺点),High levels of stress Complete responsibility Discouragement(e.g. 创办企业后发现资金不够; 公司内部有人捣鬼, 挪用大量公款造成法律纠纷等都可能会使创业者失去信心),.,Feeding the Entrepreneurial Fire (是什么因素导致企业家时代的到来?),(1) Entrepreneurs as heroes (2) Entrepreneurial education Universiti

41、es have discovered that entrepreneurship is an extremely popular course of study. Because of downsized job offerings in the corporations and less promising career paths, a rapidly growing,.,number of students sees owning a business as an attractive career option. (3) Demographic and economic factors(人口统计方面和经济方面的因素, See P12) (4) Shift to a service economy(转移到服务经济) Because of