[转帖]建立符合现代企业精神的商业价值观
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">在《电脑商报》成立</span><span lang="EN-US"><font face="Arial">8</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">周年之际,《中国企业家》杂志总编辑牛文文接受了本报记者的独家采访。牛文文从中国企业和企业家如何重塑商业伦理和价值观的角度,谈了他对中国</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业发展的独特看法。</span></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/><br/><span class="a14px1"><font color="#000000">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font color="#000000">企业具有示范效应</font></span></span><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/><span class="a14px1"><font color="#000000">CPW </font></span></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">:对于中国</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">产业的发展状况,我们希望从业外引入一些新的观察视角,因为从新的视角更能看到</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">产业中的一些问题。您能否谈一下对</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业和企业家的看法?</span></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">牛文文:我认为,在过去二十几年里,中国</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">产业对整个中国经济发展有巨大的推动作用。</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">产业包括的领域非常广,从根本上是给社会提供信息产品,但它对其他行业的辐射能力很强。它把各个传统企业的观念、运作、管理、流通概念都</span><span lang="EN-US"><font face="Arial">“</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">侵蚀</span><span lang="EN-US"><font face="Arial">”</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">了,也可以说是一种软化,这种侵蚀和软化就是</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">化。</span><font face="Arial"></font></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">我们知道中国企业有很多缺憾,有的是因为制度原因,有的是因为视野的原因,有的是对</span><span lang="EN-US"><font face="Arial">“</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业家</span><span lang="EN-US"><font face="Arial">”</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">这三个字认知原因造成的。相比之下,</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">领域的企业是运作最规范、最现代、最健康,而且也是最全球化的。</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业和企业家是比较透明的,或者说是过度透明。在</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">领域中出现了很多中国的代表企业。这并不是说</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">产业在整个经济中的比重最大,而是因为</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">领域中的企业具有示范效应。他们的企业组织方式、治理方式、财富获得方式、管理理念、与社会的衔接方式等,都非常健康和透明。这也导致了</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业和企业家的光环大、影响力大。</span><font face="Arial">
</font></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font color="#000000">建立符合现代企业精神的商业伦理和价值观</font></span></span><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/><span class="a14px1"><font color="#000000">CPW </font></span></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">:企业除了可以成为中国企业的典范以外,毕竟还有一些负面的问题,比如已经没有昔日的光环、利润微薄等。您认为目前中国</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业亟待解决的问题是什么?</span></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">牛文文:我认为目前中国</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业必须建立符合本土文化的商业伦理。一般来说,一个企业有五个方面的伦理维度</span><span lang="EN-US"><font face="Arial">——</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">股东、投资者是最重要的,然后是团队、合作伙伴、竞争者和政府。</span></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">在这五个方面,</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">产业也是一个典范。比如团队如何建立?柳传志说是搭班子、带队伍,并培养了一大批优秀的企业家和经理人。</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">领域中的人员质量是中国最好的,最健全的团队理念都来自</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业。</span></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">另外,</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业的客户观念非常发达,对社会的回报也是最大的。我认为</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">领域的商业伦理也比较健全,社会责任感超过其他行业。</span></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">每个国家、文化都有一些不同的价值观。比如说美式伦理是华尔街资本主义,比较注重股东回报最大化,所以世界</span><span lang="EN-US"><font face="Arial">500</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">强说到底都是为股东创造最大价值的企业。可是日本企业就不这样,它是财阀资本主义,企业互相持股,产业关系非常友善,企业的恶性竞争非常少见,所以日本经济不会有大问题。各种会社和商社之间的关系不像中国这么紧张。</span></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font color="#000000">欧洲是一种社会资本主义,不认为企业是为股东创造价值的载体。企业不单单是一个利润载体,还是一个社会细胞,所以在欧洲,企业不能随便裁员,对社会要承担很多责任。</font></span></span><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">中国的企业、华人的商业伦理正在形成中。中国是对全球商业有巨大影响的主流经济体,必须形成自己独特的、受人尊重的价值观。现代中国企业只有</span><span lang="EN-US"><font face="Arial">20</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">多年的历史,但华人经商时间很长,但没有形成现代意义上的商业伦理。所以现在中国面临一个如何把传统的、华人的商业伦理和</span><span lang="EN-US"><font face="Arial">20</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">多年的商业探索结合起来的问题。</span><font face="Arial">
</font></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font color="#000000">避免过度营销</font></span></span><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/><span class="a14px1"><font color="#000000">CPW </font></span></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">:中国的</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业与全球领先的</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">企业比较,还处在一个很初级的阶段。那么,这些企业如何在全球背景下实现突围呢?</span></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">牛文文:中国企业界从整体来讲,是一个温饱型的商业模式和一种适应大众消费者的客户导向模式。在五个伦理维度方面,中国企业更注重消费者和客户,对其他的伦理维度是比较漠视和忽略的。因为大家都觉得企业是必须服务于客户的。有的企业不认为应该给股东最大的回报,所以漠视股东,对债权和股权都不是很尊重。同样,中国的企业也不怎么注重员工福利,存在一些</span><span lang="EN-US"><font face="Arial">“</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">血汗工厂</span><span lang="EN-US"><font face="Arial">”</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">,</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">领域中也有这样的情况。</span><font face="Arial">
</font></span></font><span lang="EN-US" style="FONT-FAMILY: 'Arial','sans-serif'; mso-bidi-font-size: 10.5pt;"><br/><br/></span><font color="#000000"><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">总而言之,我觉得中国很多企业只想着从客户那里拿到钱,只生产通用产品</span><span lang="EN-US"><font face="Arial">——</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">这是典型的温饱时期商业形态。很多市场是没有细分过的,大家都相信</span><span lang="EN-US"><font face="Arial">13</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">亿人一人买一件就可以有很大的销售额,所以注重薄利多销、物美价廉,不讲究细微的差异化,不讲究品牌和技术含量。我认为,这种状况应在</span><span lang="EN-US"><font face="Arial">IT</font></span></span><span class="a14px1"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">产业率先得到改变。</span></span></font></p>
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