第一章什么是战略

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,战略：“影响和决定企业的基本长期目标与目的，选择企业达到既定目标所遵循的路线途径并就实现这些目标和途径对企业已有资源进行优化配置”（Chandler,1962）。,战略：“将企业的主要目标、政策和行动顺序综合成为一个紧密结合的整体模式和计划。一项制定得好的战略能有助于调度和分配企业的资源，使企业能根据其内部的相对能力，预期的环境变化以及竞争对手的行动，采取一个独特而可行的姿态”（Quinn,1980）。,战略：“组织基本使命、目标的形成，实现使命、目标的政策和程序，以及保证战略实施以达到组织目标的方法”（Steiner and Miner,1977）。,1.1 战略及战略管理的各种定义,战略：“保证企业基本目标实现的统一、综合、总体的计划”（Glueck,1980）。,战略：“一系列行动或决策的模式”（Mintzberg and McHugh,1985）。,战略管理：“选定目标，决定并维系企业与环境之间的联系，通过能保证企业及其所属单位高效和有效行动的资源分配力图达到理想状态的过程”（Schendel and Hatten,1972）。,战略管理：“考察目前与将来环境，形成组织目标，并且制定、执行和控制在目前和将来环境下实现这些目标的决策的过程”（Smith,Arnold,and Bizzell,1988）。,Hierarchical definitions of strategy and strategic management,战略及战略管理的等级定义,Eclectic definitions of strategy and strategic management,战略及战略管理的包容定义,Matching definitions of strategy and strategic management,战略及战略管理的匹配定义,Working definitions of strategy and strategic management,战略及战略管理的工作定义,Ten schools of strategy formulating,战略制定的十大学派,What Is Strategy?,什么是战略?,TOP,Mission,：,Top managements view of what the organization seeks to do and become over the long term,使命:高层管理者有对组织寻求长期做什么和成为 什么的观念,Objectives:Specific performance targets in each of the areas covered by a firms mission,目标:企业使命所覆盖每一个领域的明确业绩目标,Tactics/Policies:Actions that firms undertake to implement their strategies,战术/政策：企业实施战略所采取的行动,Strategies:Means through which firms accomplish mission and objectives,战略：,实现企业使命和目标的手段,Hierarchical definitions of strategy and strategic management,战略及战略管理的等级定义,1.,It emphasizes the link between strategy and performance,强调战略与绩效之间的联系,“Good”strategies enable an organization to reach its objectives and fulfill its mission,“好”战略能使组织达到目标使命,“Bad”strategies make it more difficult for a firm to reach its objectives and fulfill its mission,“坏”战略不能使组织达到目标使命,Strengths of Hierarchical Definitions,等 级 定 义 的 长 处,Corporate Level of Management Mission and Objectives,公司管理层次 使命和目标,Business Division Level of Management Strategies,事业部管理层次 战 略,Functional Level of Management Tactics/Polices,Within Business Division 战术/政策,事业部内的职能管理层次,3.,It emphasizes that strategy must be translated into action through resource allocation,强调战略必须通过资源分配成为行为,2.,It focuses on the multiple levels of analysis in formulating and implementing strategies,强调制定和实施战略的各个分析层次,Strengths of Hierarchical Definitions,等 级 定 义 的 长 处,The development of mission statements tends to be too inwardly focused,使命形成趋于内向,It tends to focus on formal,routinized,bureaucratic strategy-making process,强调正式的、例行的、官僚的战略制定过程,3.,How to choose objectives,strategies and tactics,操作性：如何选择目标、战略、战术,TOP,Weaknesses of Hierarchical Definitions,等 级 定 义 的 不足,2.,Eclectic Definitions of Strategy and Strategic Management,战略及战略管理的包容定义,Strategy as,战略作为,Plan (计划)：,Ploy (策略)：,Pattern (模式)：,Position (定位)：,Perspective (观念)：,a consciously intended course of action to deal with a situation(处理情势的明确预定方向),a maneuver to outwit an opponent,(智胜对手的手法),a pattern of actions that emerge,unintendedly,overtime(随时间无意出现行动的模式),the way a firm relates to its competitive environment(企业与竞争环境联系的方式),the way that managers in a firm see themselves and the world around them(企业经理看待自身和周围世界的方式),Mintzbergs Eclectic Approach to Defining Strategy,Mintzberg战略定义的包容方法,Strengths of Eclectic Definitions,包容定义的长处,：,1.,Wide,flexible,eclectic,广泛、灵活、包容,Subjective,qualitative,主观、定性,Weaknesses of Eclectic Definitions,包容定义的不足,：,Includes a wide range of phenomena,not exclude any phenomena,包罗万象又没有包罗万象,Some of the attributes of the hierarchical definition are blurred,模糊,TOP,3.,Matching Definitions of Strategy and Strategic Management,战略及战略管理的匹配定义,Strengths,优 势,Weaknesses,弱 点,Opportunities机 会,Threats,威 胁,Strategic Choices,战略选择,Organization Analysis,组织分析,Environmental Analysis,环境分析,Strategic management,:,The process through which firms analyze their competitive environments to discover their threats and opportunities,the process through which they analyze their own resources and capabilities to discover their competitive strengths and weaknesses,and the process of matching these two analyses to choose strategies.,战略管理,：分析竞争环境以发现威胁和机会，分析自身资源和能力以发现优势和弱点，将这两种分析相配以选择战略的过程。,Strengths of Matching Definitions,匹配定义的优点,：,It emphasizes the important impact of a firms environment on strategic choices.,强调环境对战略选择的重要影响。,It emphasizes the important impact of a firms internal strengths and weaknesses on strategic choices.,强调内部优势和弱点对战略选择的重要影响。,It emphasizes the allocation of resources to implement strategies.,强调执行战略的资源分配,It emphasizes firm performance,强调绩效。,1)neutralizes threats,消除威胁；,2),exploiting environmental opportunities,利用机会；,3),capitalizing on internal strengths,利用内部优势；,4),fixing or avoiding internal weaknesses,避免内部弱点,Weaknesses of Matching Definitions,匹配定义的不足,：,It tends to emphasize formal,intended strategies.,强调正式的、有意识的战略。,It provides little guidance in how to choose and implement strategies.,如何匹配没有回答。,TOP,4.,Working Definitions of Strategy and Strategic Managemen