【正文】 愿景、目標(biāo)、戰(zhàn)略Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略制定的三項(xiàng)任務(wù)l確定戰(zhàn)略愿景l(fā)建立目標(biāo)l制定戰(zhàn)略（方案）Strategic ManagementSchool 0f Management of UESTC來(lái)自 戰(zhàn)略愿景陳述 —— 確定公司發(fā)展方向的第一項(xiàng)任務(wù)Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略愿景開發(fā)l戰(zhàn)略愿景的概念l戰(zhàn)略愿景的實(shí)質(zhì)l戰(zhàn)略愿景的構(gòu)成l如何建立戰(zhàn)略愿景Strategic ManagementSchool 0f Management of UESTC理性人與理性行為刺激 反應(yīng) R）（ S條件性反射與非條件性反射應(yīng)答性行為與操作性行為Strategic ManagementSchool 0f Management of UESTC理性人與理性行為perception, attitude, personality, needs, motivation,value, belief, interest, tendency刺激 反應(yīng) R）（ S知覺、態(tài)度、人格、需要、動(dòng)機(jī)、價(jià)值觀、興趣、信念、趨向等O有機(jī)體Strategic ManagementSchool 0f Management of UESTC理性人與理性行為money,power,selfactualizing,family,love, friendship金錢、權(quán)利、自我實(shí)現(xiàn)、家庭、愛情、友誼等R（ S O刺激 反應(yīng)有機(jī)體 成就（目標(biāo)）A）Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略愿景的概念愿景陳述（ vision statement）綱領(lǐng)陳述（ creed statement）目的陳述（ statement of purpose）經(jīng)營(yíng)哲學(xué)陳述（ statement of business philosophy）信念陳述（ statement of beliefs） 使命陳述（ mission statement）Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略愿景的概念l 公司存在的天職（ reason of being）。 戰(zhàn)略分析是實(shí)現(xiàn)認(rèn)知的手段（ Strategic analysis is a means of realizing a world shaped by a strategic intuition）。Strategic ManagementSchool 0f Management of UESTC行業(yè)的變革驅(qū)動(dòng)力 不確定性、動(dòng)態(tài)性或者變化是今天環(huán)境的最基本特征。 A pany`s resource strengths are significant because they can from cornerstone of strategy and basis for creating petitive pany`s strategy should be tailored to fit its resource capabilities—taking both strengths and weakness into account.Strategic ManagementSchool 0f Management of UESTC相互關(guān)系資源實(shí)力競(jìng)爭(zhēng)優(yōu)勢(shì)可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)強(qiáng)項(xiàng) , 實(shí)力 , 能力 ,核心能力 , 特異能力有形 , 無(wú)形 , 人力與組織資源與資產(chǎn)Strategic ManagementSchool 0f Management of UESTC演變資源實(shí)力核心能力特異能力 能力競(jìng)爭(zhēng)優(yōu)勢(shì)邊緣與中心與競(jìng)爭(zhēng)對(duì)手比較 一般與卓越基礎(chǔ)業(yè)績(jī)Strategic ManagementSchool 0f Management of UESTCSWOTCompany`s resource strength and weakness and its external opportunities and threatsSWOTStrategic ManagementSchool 0f Management of UESTCSWOTlSWOT analysis provides a good overview of whether a firm`s business position is fundamentally healthy or unhealthy.Strategic ManagementSchool 0f Management of UESTCSWOTl SWOT分析值根于這樣的基本原則：戰(zhàn)略制定必須事先公司的資源能力與外部形勢(shì)的的良好匹配。因此，通過(guò)行業(yè)或者競(jìng)爭(zhēng)結(jié)構(gòu)分析，發(fā)現(xiàn)新的發(fā)展機(jī)會(huì)和空間（ “有利 ”或者 “有吸引力 ”的行業(yè)結(jié)構(gòu)），從而進(jìn)行業(yè)務(wù)（產(chǎn)業(yè)）定位，成為戰(zhàn)略管理中的定位學(xué)派（產(chǎn)業(yè)組織學(xué)派、結(jié)構(gòu)學(xué)派）的基本模式。l制定競(jìng)爭(zhēng)謀略，將公司導(dǎo)向有吸引力的市場(chǎng)地位，建立公司持久的競(jìng)爭(zhēng)優(yōu)勢(shì)Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略的價(jià)值主動(dòng)規(guī)劃未來(lái)的經(jīng)營(yíng)之道卓越管理的標(biāo)志成功的戰(zhàn)略為可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)奠定基石Strategic ManagementSchool 0f Management of UESTC未來(lái)經(jīng)營(yíng)之道戰(zhàn)略提供：l行動(dòng)地圖（ roadmap ）l經(jīng)營(yíng)藍(lán)圖 （ prescription ） l競(jìng)爭(zhēng)謀略（ game plan ） 建立顧客忠誠(chéng) 贏得可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)Strategic ManagementSchool 0f Management of UESTC卓越管理標(biāo)志 有效實(shí)施一個(gè)精心設(shè)計(jì)的戰(zhàn)略，既是公司成功的秘訣，也是管理卓越的檢驗(yàn)標(biāo)準(zhǔn)。l設(shè)計(jì)方案和策略，成功競(jìng)爭(zhēng)和保護(hù)競(jìng)爭(zhēng)優(yōu)勢(shì)Strategic ManagementSchool 0f Management of UESTC職能戰(zhàn)略l 職能戰(zhàn)略關(guān)注關(guān)鍵職能活動(dòng)和過(guò)程的競(jìng)爭(zhēng)謀略。 B經(jīng)理見狀忙說(shuō)： “仁兄，你不要奢望能夠跑過(guò)熊。Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略愿景的特性l為未來(lái)導(dǎo)向l顧客導(dǎo)向l社會(huì)政策宣言l獨(dú)特性：獨(dú)特的形象，獨(dú)特的業(yè)務(wù)著重點(diǎn)，獨(dú)特的發(fā)展道路Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略愿景的構(gòu)成l 組織意圖： anization`s purposel 經(jīng)營(yíng)哲學(xué)： philosophyl 顧客： customersl 產(chǎn)品或服務(wù)： products or servicesl 市場(chǎng)： marketl 基本技術(shù)： basic technologyl 對(duì)雇員的關(guān)心： concern for employeesl 成長(zhǎng)性與利潤(rùn)率： survival growth and profitabilityl 關(guān)注社會(huì)形象： concern for social image.Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略愿景構(gòu)成l 核心經(jīng)營(yíng)哲學(xué)： core business philosophy l 未來(lái)生動(dòng)展望： future vividly perspectives BHAG 宏大： Big 驚奇： Hairy 激動(dòng)人心： Audacious 目標(biāo)： goalStrategic ManagementSchool 0f Management of UESTC戰(zhàn)略愿景的要求l 努力實(shí)現(xiàn)： 清晰明了、生動(dòng)簡(jiǎn)潔；措辭恰當(dāng)，要能夠激發(fā)創(chuàng)造力、激情、想象力、自豪感，目標(biāo)感、成就感；具有吸引力，易于記憶、傳播、交流l 堅(jiān)決避免： 陳詞濫調(diào)、單調(diào)、空洞乏味、大話、套話Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略愿景開發(fā)三步驟l定義公司目前業(yè)務(wù)l確定戰(zhàn)略愿景l(fā)傳播愿景Strategic ManagementSchool 0f Management of UESTC業(yè)務(wù)界定三要素l需求： what needs it is trying to satisfy, l顧客群： by which customer groups it is targetingl技術(shù)： by the technologies it will use （產(chǎn)品 需求、市場(chǎng) 目標(biāo)、流程 技術(shù)）Strategic ManagementSchool 0f Management of UESTC業(yè)務(wù)界定三要素lCustomer needs, or what is being satisfied.lCustomer groups, or who is being satisfied.lThe technologies used and functions perform: how customers` needs are satisfied (value chain activities).Strategic ManagementSchool 0f Management of UESTC what,who and how決定（質(zhì)疑）誰(shuí)是客戶和向客戶提供何種產(chǎn)品或服務(wù)是企業(yè)的戰(zhàn)略職責(zé)（ what與 who的非線性關(guān)系）業(yè)務(wù)界定業(yè)務(wù)界定Strategic ManagementSchool 0f Management of UESTC業(yè)務(wù)界定業(yè)務(wù)界定獨(dú)特性創(chuàng)新性英特爾改變自己的戰(zhàn)略定位從 DRAM（動(dòng)態(tài)隨機(jī)存取存儲(chǔ)器）到微處理器 CPU（中央處理器）Strategic ManagementSchool 0f Management of UESTC 關(guān)于關(guān)于 ““ 誰(shuí)誰(shuí) ”” 的決的決策策釋放創(chuàng)造力并思考誰(shuí)可能是公司的目標(biāo)客戶應(yīng)用選擇標(biāo)準(zhǔn)并設(shè)想：公司應(yīng)當(dāng)追求的目標(biāo)客戶是誰(shuí)Strategic ManagementSchool 0f Management of UESTC關(guān)于關(guān)于 ““ 什么什么 ”” 的決的決策策設(shè)問(wèn)：公司的創(chuàng)造力是什么能夠?yàn)榭蛻籼峁┦裁?作成本 收益分析并問(wèn)：我應(yīng)該選擇提供什么Strategic ManagementSchool 0f Management of UESTC關(guān)于 “如何 ”的決策 企業(yè)決定如何向顧客提供產(chǎn)品或服務(wù)，實(shí)際上就是設(shè)計(jì)企業(yè)活動(dòng)的價(jià)值鏈。戰(zhàn)略直覺將若干看似沒有聯(lián)系的觀點(diǎn)構(gòu)造為一個(gè)嶄新的整體l 戰(zhàn)略分析是改造世界；要點(diǎn)是分（一分為二）。Strategic ManagementSchool 0f Management of UESTC6 “S” 分析l 競(jìng)爭(zhēng)范圍： petitive scopel 戰(zhàn)略意圖： strategic intentl 市場(chǎng)份額： market sharel 競(jìng)爭(zhēng)態(tài)勢(shì)： petitive situationl 戰(zhàn)略地位： strategic posturel 競(jìng)爭(zhēng)戰(zhàn)略： petitive strategyStrategic ManagementSchool 0f Management of UESTC分析競(jìng)爭(zhēng)對(duì)手的戰(zhàn)略l洞悉對(duì)手戰(zhàn)略l透視對(duì)手行動(dòng)l盯住對(duì)手強(qiáng)項(xiàng)和弱點(diǎn)l預(yù)測(cè)對(duì)手下一步行動(dòng)Strategic ManagementSchool 0f Management of UESTC分析競(jìng)爭(zhēng)對(duì)手lUnderstanding petitors` strategieslEvaluating who the industry`s major players are going to belPredicting petitors` next movesStrategic ManagementSchool 0f Management of UESTC確定成功的關(guān)鍵要素成功的關(guān)鍵要素來(lái)自三個(gè)方面：l產(chǎn)品屬性 l資源、實(shí)力與競(jìng)爭(zhēng)能力 l業(yè)績(jī)成果Strategic ManagementSchool 0f Management of UESTC確定成功的關(guān)鍵要素lAn identify key success factors concern the product attributes, petencies, petitive capabilities, and market achievements with the greatest direct bearing on pany profitability. Strategic ManagementSchool 0f Management of UESTC確定成功的關(guān)鍵要素