[原创]史永翔：如何设计企业赢利模式
<p class="MsoNormal" align="left" style="MARGIN: 6pt 0cm; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">史永翔：为什么我们的企业总是做不大？为什么以前的方法不灵了？为什么规模上去了，利润却不能同步上升？这是中国许多企业面临的问题，也是令许多老板苦恼的问题。</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><br/> <span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoNormal" align="left" style="MARGIN: 6pt 0cm; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"> 众所周知，企业创立的前三五年，如果发展比较良性，赢利模式就会比较成熟，主要客户群也有了一定的稳定性。接下来，就进入了高成长期，在这个时期，企业规模的扩张一定要与财务能力非常匹配，正是由于这个问题处理得不好，许多企业的成长速度开始放缓，目前，中国不少企业经过十几年的发展，陷入了这种成长的瓶颈</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">—— </span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">规模上去了，但赢利状况不佳，规模与赢利不能同步。在传统行业，这种现象更为严重，产品同质化、技术创新困难，价格是他们惟一的竞争法宝。有些企业在不断地进入新行业，致使精力越来越分散，主业经营受到严重影响。效率低下、创新能力缺失的</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">“</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">小老人</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">”</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">和机构臃肿的</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">“</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">小胖子</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">”</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">成为它们的明显特征，严重阻碍了企业的发展。其中一个重要的原因，在于它们缺乏系统管理的能力</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">—— </span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">而企业高速成长的关键，恰恰在于能够有效地打造自己的系统管理能力。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><br/> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="MARGIN: 6pt 0cm; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"> 这是一个靠要素经济拉动的时代。以前我们靠廉价的劳动力赚钱，未来的中国一定要赚知识的钱。美国有家企业，年净利润</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">10</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">亿美元以上，但它最主要的成本，就是支付</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">200</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">多名工程师的工资。这家企业做设计，把创意卖给日本和欧洲，使之产品化，然后这些产品化的东西，又被当作技术卖给发展中国家。未来的中国的企业，一定要考虑到如何使自己的人均创利能力更强，铺设好利润通道，构筑好自己的</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">“</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">利润池</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">”</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">，这是我们设计赢利模式的根本。 </span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"> </span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"> <p></p></span></p><p></p><p></p><p class="MsoNormal" align="left" style="MARGIN: 6pt 0cm; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 史永翔：把管理做成一个闭环，让管理和赢利成为日常的工作，这样，人就可以放开了。现在我们做企业为什么那么累？因为我们依附在人的道德、权力之上。把指标、计划、考核和薪酬连起来，就等于把公司要的绩效和要做的事情，变成了一个整体。</span><font face=""><span style="FONT-SIZE: 12pt; mso-font-kerning: 0pt;"><br/> </span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><p></p></span></font></p><p></p><p></p><p style="MARGIN: 6pt 0cm; LINE-HEIGHT: 18pt; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-line-height-rule: exactly;"><font size="3"><b><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">把事业纳入社会的主流。 </font></span></b><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;"><br/> <p></p></span></font></p><p></p><p></p><p style="MARGIN: 6pt 0cm; LINE-HEIGHT: 18pt; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-line-height-rule: exactly;"><font size="3"><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体"> 史永翔：很多年前，有个上海人对我说：他想创业，他希望做没有库存、没有应收账款、人人都喜爱的事业。他问我怎么做。我说，你一定要卖方法给人家。他就去学习连锁经营的方法。后来，他创立了</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">“</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">吉祥馄饨</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">”</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">，卖连锁。为了将自己的事业纳入社会的主流，他把自己的加盟费降下来，为更多的人解决就业问题。于是，这家企业被上海市列入再就业重点扶持工程，上海的下岗工人申请这个项目，就可以获得</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">5000</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">块钱的补助，</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">“</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">吉祥馄饨</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">”</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">的加盟费就定在</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">5000</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">元。它很快就在上海火了。所以，与所有的利益相关者分享，与别人共赢，也至关重要。 </font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;"><br/> <p></p></span></font></p><p></p><p></p><p style="MARGIN: 6pt 0cm; LINE-HEIGHT: 18pt; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-line-height-rule: exactly;"><font size="3"><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体"> </font></span><b><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">“</span></b><b><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">价格</font></span></b><b><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">”+“</span></b><b><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">速度</font></span></b><b><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">”</span></b><b><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">。 </font></span></b><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;"><br/> </span></font><font size="3"><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体"> </font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;"><br/> <p></p></span></font></p><p></p><p></p><p style="MARGIN: 6pt 0cm; LINE-HEIGHT: 18pt; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-line-height-rule: exactly;"><font size="3"><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体"> 史永翔：</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">“</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">价格</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">”+“</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">速度</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">”</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">本身就是一种模式，也是许多中国传统企业成功的关键。戴尔就是</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">“</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">价格</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">”+“</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">速度</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;">”</span><span style="COLOR: black; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><font face="宋体">的典型。这种模式在实际运作过程中，最难的地方在于整体供应链的运转能力。此外，中国不少企业价格是靠成本来支撑的。企业的赢利模式，一定要立足于整个价值链去设计，在设计过程中，一定要把各个环节都掌控好。现在我们的许多企业还没有意识到这个问题的重要性，实际上，他们是把客户给的价格当成回报，把自己的成本当成固定的，很多赢利就在自己的成本中消耗掉了，没有挖出来，在企业的成本结构中，产生大量的间接成本。管理越不完善的企业，间接成本的可控度越差，企业的赢利也难以持续。 </font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: Arial;"><br/> </span></font><span lang="EN-US" style="COLOR: #993300; FONT-FAMILY: Arial;"><p></p></span></p>
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