[转帖]陈定国：中国企业扩张的9个心法
<br/><p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span style="FONT-SIZE: 16pt; COLOR: teal; LINE-HEIGHT: 150%">陈定国：中国企业扩张</span><span style="FONT-SIZE: 16pt; COLOR: #999999; LINE-HEIGHT: 150%">的</span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="FONT-SIZE: 16pt; COLOR: #ff6600; LINE-HEIGHT: 150%; FONT-FAMILY: 'Times new=" New? Roman??>9</span></b><span style="FONT-SIZE: 16pt; COLOR: #ff6600; LINE-HEIGHT: 150%">个心法</span><span style="FONT-SIZE: 10.5pt; COLOR: #999999; LINE-HEIGHT: 150%; FONT-FAMILY: 'Trebuchet MS'; mso-hansi-font-family: 宋体"> </span><span lang="EN-US"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p> </o:p></span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 享誉海内外的企业管理大师陈定国教授认为，中国大陆的企业要实现“二次创业”或企业扩张，可以从九个方面入手：</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">1</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第一心法：</span>“<span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">远交近攻</span>”<span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体"><o:p></o:p></span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 企业一定要放弃好高骛远大想法，先以国内及临近市场为重点进行优先开拓，把国外市场作为次选对象，以节省时间及成本。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">2</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第二心法：营销加创新</span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> “市场营销<span lang="EN-US">-</span>技术创新”紧密结合、并肩携手前进是企业经营制胜的大秘诀。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">3</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第三心法：整体营销</span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 公司从“头”——最高领导层，到“脚”——普通员工都要树立营销第一的观念，人人都是营销者（<span lang="EN-US">All Member Marketing</span>）。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">4</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第四心法：质量立足</span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 以“顾客价值链”（<span lang="EN-US">CVC</span>，<span lang="EN-US">Customer Value Chain</span>）方式进行持续的质量改善，从统计质量管理（<span lang="EN-US">SQC</span>）、质量控制（<span lang="EN-US">QCC</span>），到全面质量控制（<span lang="EN-US">TQC</span>）和全面质量管理（<span lang="EN-US">TQM</span>），最终要达到<span lang="EN-US">6-Sigma</span>的管理境界（百万分之三的不合格率）。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">5</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第五心法：成本领袖</span><span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体"><o:p></o:p></span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 扩大产销规模，提高效率，降低单位成本，成为同行业成本领袖（<span lang="EN-US">Cost Leader</span>）。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">6</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第六心法：产品差异化</span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 从产品功能、目标顾客、原料、品质、品牌、认知、大小、规格、样式、颜色、包装等方面入手进行差异化研发创新，宁愿独自走“独木桥”，不和大部分企业挤“阳关道”，脱离与竞争者互相“割喉竞争”的困扰。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">7</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第七心法：核心能力</span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 针对特定目前的顾客群体和自身特长，深层经营，专注打造自己的核心竞争能力。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">8</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第八心法：</span>“<span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">由内到外</span>”</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 对于大型集团或连锁式经营企业，要先夯实内在管理基础，做到“大中有小，众小皆强”的境界后，才可考虑进行跨地、跨国、跨行业的战略扩张。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span lang="EN-US" style="FONT-FAMILY: 'Arial Black'; mso-fareast-font-family: 黑体">9</span><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">、第九心法：</span>“<span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 'Arial Black'; mso-ascii-font-family: 'Arial Black'">为虎添翼</span>”</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> 把已有的组织体系扎实化，在利用无边界的国际化（<span lang="EN-US">Borderless</span>）、数字科技化（<span lang="EN-US">Cyber</span>）及高倍速投入<span lang="EN-US">-</span>产出投资模式，实现“为虎添翼”式的高速非常规发展。</p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%"> <span style="FONT-SIZE: 10.5pt; COLOR: #999999; LINE-HEIGHT: 150%; mso-ascii-font-family: 'Trebuchet MS'">（</span><span style="FONT-SIZE: 10.5pt; COLOR: #999999; LINE-HEIGHT: 150%; mso-ascii-font-family: 'Trebuchet MS'">田成杰</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #999999; LINE-HEIGHT: 150%; FONT-FAMILY: 'Trebuchet MS'; mso-hansi-font-family: 宋体">2009-5-3</span><span style="FONT-SIZE: 10.5pt; COLOR: #999999; LINE-HEIGHT: 150%; mso-ascii-font-family: 'Trebuchet MS'">搜集整理）</span><span lang="EN-US" style="COLOR: #999999"><o:p></o:p></span></p><br/>
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