战略管理(浙江大学,魏江).pptx

• Level 2: Strategic business strategy is about how to
compete successfully in a particular market
• Level 3: operational strategies are concerned with how
advantage for the organization through its
configuration of resources within a changing
environment, to meet the needs of markets
and to fulfill stakeholder expectation.
---- written essay (including strategy design)
---- presentation
---- participation
• Necessary preparation
Proofreading, teamworking, writing, etc
• More than 1/3 absentee, no qualification.
小处着手
能认知、体会到战略与每一员工行为是融合在一 起的，战略贯穿在企业生产经营活动的全过程。
Prof. Wei Jiang Stra. Mgt
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（1）能够融会贯通管理学基本理论，系统思考
职能战略，领会“资源有效配置，企业整
体优化和持续发展”
（2）能结合企业实际分析“企业为什么能够获
得回报和如何获得回报”
(Johnson G. and Scholes K., (1999) Exploring Corporate Strategy, 5th, Prentice Hall)
Characteristics
----long-term direction
----advantage ----scope of an organization’s activities
• Others
Prof. Wei Jiang Stra. Mgt
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Prof. Wei Jiang Stra. Mgt
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Strategy is the direction and scope of an
organization over the long-term: which achieves
direction
Prof. Wei Jiang Stra. Mgt
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Mission
Overriding purpose in line with the values or expectations of stakeholders
Vision
Desired future state: the aspiration of
----match activities with environment
----bounded rationality and resources scarcity
----values and expectation
Prof. Wei Jiang Stra. Mgt
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Level 1: Corporate strategy in concerned with the
Prof. Wei Jiang Stra. Mgt
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Prof. Wei Jiang Stra. Mgt
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企业战略管理是系统整合各个职能战略基础上，从管 理学层面分析和揭示“企业为什么能够获得回报”和
“如何获得持续回报”的基本经济学命题。
核心问题
企业“能做什么”、“拟做什么”、“如何做”
核心内容
外部环境分析——识别机会挑战 内部条件分析——确定目标使命 业务选择发展——培育竞争优势
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• Previous background
Management & fundamental theories
operational management, finance,
marketing, HRM, basic economics
• Assessment
---- final test
---- case report (including PowerPoint making)
overall purpose and scope of the organization to meet the
expectations of owners or major stakeholders and add
value to the different parts of the enterprise.
思考范畴
总体、长远、持续
Prof. Wei Jiang Stra. Mgt
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大处着眼
• 管理学知识系统整合起来考虑战略问题，能把 市场营销、人力资源、生产运作和研究开发等 职能战略与企业总体战略结合起来系统分析。
• 结合企业内外部环境，从长远发展高度概括、 总结，提出可操作性思路；
• 系统规划持续竞争优势和核心竞争能力。
（3）结合三个核心问题，运用战略管理理论，
分析并制定具体战略思路和手段：识别机
会挑战、确定目标使命、培育竞争优势。
其中竞争优势培育关键在于构筑核心能力、
实现竞合互动、完善管理体系。
（4）认识到战略制定和实施过程中，不能让战
略成为装饰品，而是一个能够实实在在指
导具体行为的思路
Prof. Wei Jiang Stra. Mgt
the component parts of the organization in Βιβλιοθήκη Baiduerms of
resources, processes, people and their skills effectively
deliver the corporate- and business-level strategies
(strategic intent) the organization
Goal
General statement of aim or purpose
Objectives
Core Competency
Strategies Strategic architecture