（原创）海尔的生存危机 ――企业文化执行分析 1
<H1 style="MARGIN: 12pt 0pt 3pt; TEXT-ALIGN: center" align=center><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><FONT size=5>王永为</FONT></SPAN></H1><P class=MsoNormal style="MARGIN: 0pt; TEXT-ALIGN: center" align=center><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '"><FONT size=3></FONT></SPAN> </P>
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<P class=MsoNormal style="MARGIN: 0pt"><FONT size=3><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">企业文化的执行方法对企业的发展具有决定性影响。</SPAN><SPAN style="mso-spacerun: yes"><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">我在企业文化执行方法中，将企业发展分为</SPAN><SPAN lang=ZH-CN><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">从低到高的</SPAN><FONT face="">4 </FONT><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">个阶段：</SPAN><SPAN lang=ZH-CN><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">生存危机、核心竞争力、追求卓越、及灵活应变，这四个阶段是层层递进的。</SPAN><SPAN style="mso-spacerun: yes"><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">在每个阶段，企业特征和文化执行方法也不同。</SPAN><SPAN style="mso-spacerun: yes"><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">如果企业不按照相应的阶段执行相应的方法，必然导致问题。</SPAN><SPAN style="mso-spacerun: yes"><FONT face=""> </FONT></SPAN></FONT></P>
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<P class=MsoNormal style="MARGIN: 0pt"><FONT size=3><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">海尔仍处于生存危机阶段。</SPAN><SPAN style="mso-spacerun: yes"><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">海尔自始至终，都在执行生存危机期企业文化方法，</SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">没有通过企业文化进行过核心竞争力建设。因此，</SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">它即使在一定时期获得了核心竞争力的基础，但最终因为没有通过正确的方法有效塑造核心竞争力，只能退回生存危机阶段。</SPAN><SPAN style="mso-spacerun: yes"><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">这样，即使海尔名声在外，规模膨胀，也摆脱不了企业的生存危机循环的本质。</SPAN><FONT face=""> </FONT></FONT></P>
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<P class=MsoNormal style="MARGIN: 0pt"><FONT size=3><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">我在“企业文化建设执行方法”中，曾归纳出企业塑造核心竞争力阶段中，需要进行的工作。现在就海尔案例进行具体分析：</SPAN><SPAN style="FONT-FAMILY: 宋体"> <o:p></o:p></SPAN></FONT></P>
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<P class=MsoNormal style="MARGIN: 0pt"><FONT size=3><B><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">企业文化关键问题： 个人领导还是团队领导？</SPAN></B><B><SPAN style="FONT-FAMILY: 宋体"> <o:p></o:p></SPAN></B></FONT></P>
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<P class=MsoNormal style="MARGIN: 0pt; TEXT-ALIGN: center" align=center><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">海尔</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt; TEXT-ALIGN: center" align=center><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">国外优秀公司</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">网站介绍</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">孤零零的张锐敏</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">核心领导者及强有力团队</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">文化特征</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">强势领导（个人英雄主义）</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">团队领导（团队支持的个人英雄主义）</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">文化类型</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">生存危机型企业文化</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">核心竞争力型及更高层次企业文化</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">文化执行分析</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">企业核心竞争力塑造与提升是涉及到多个领域的综合问题，单个人无法实现，因此需要能力强、优势互补、合作紧密的领导团队协作完成，这就要求领导的工作重点从个人进取向组建、培养团队过渡。</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">停滞的</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">海尔文化</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">在“砸冰箱”时，海尔突出张锐敏是正确的。 但是，二十多年过去了，海尔已经“</SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt">拥有</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 9.0pt">240<SPAN lang=ZH-CN>多家法人单位，在全球</SPAN>30<SPAN lang=ZH-CN>多个国家建立本土化的设计中心、制造基地和贸易公司，全球员工总数超过五万人，重点发展科技、工业、贸易、金融四大支柱产业</SPAN></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">”，海尔还是在贯彻生存危机时的个人英雄主义。</SPAN><SPAN style="FONT-FAMILY: 宋体"> <o:p></o:p></SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">内部组织能力疑问</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">没有强大、多元化、跨文化的团队做支撑，海尔怎样建设系统、完整、高效的组织发展结构？</SPAN><SPAN style="FONT-FAMILY: 宋体"><SPAN style="mso-spacerun: yes"> </SPAN><SPAN lang=ZH-CN>如果企业还在松散、低效的结构下运作，如何能够在市场上有效竞争？ 如果缺乏有效竞争手段，在竞争对手越来越强的时候，组织能够生存多久？</SPAN><o:p></o:p></SPAN></P></TD></TR></TBODY></TABLE>
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<P class=MsoNormal style="MARGIN: 0pt"><FONT size=3><B><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">企业发展理念：</SPAN><SPAN lang=ZH-CN><FONT face=""> </FONT></SPAN></B><B><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">能够有效应对竞争吗？</SPAN><FONT face=""> <o:p></o:p></FONT></B></FONT></P>
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<P class=MsoNormal style="MARGIN: 0pt; TEXT-ALIGN: center" align=center><B><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">生存危机型文化执行</SPAN><o:p></o:p></B></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt; TEXT-ALIGN: center" align=center><B><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">核心竞争力型文化执行</SPAN><o:p></o:p></B></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">文化执行分析</SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">“低头觅食”：</SPAN><SPAN lang=ZH-CN><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">持续寻找“救命稻草”，获得“强敌”剩下的最可怜的部分，在竞争激烈的时候“割肉”退出</SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">“虎口夺食”：勇于竞争，快速进取，打败强敌，获得利润最丰厚的那块业务</SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">海尔网站介绍</SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">海尔产业涉及家电、通讯、</SPAN><FONT face="">IT</FONT><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">、家居、生物、软件、物流、金融、旅游、房地产、电器部品，数字家庭。</SPAN><SPAN lang=ZH-CN><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">而仅仅在家电中有分居室家电、厨卫家电、视听产品、商用电器</SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">市场分析</SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">海尔涉足的十二大类领域，其中除房地产是政策性市场外，其它的都属激烈市场竞争的行业，在每个行业中都有国内外的专业化巨头之间的深度参与。</SPAN><SPAN style="mso-spacerun: yes"><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">而市场竞争的核心是技术竞争，同时又包括成本、质量、产品的客户导向差异化、营销服务、客户关系等等内容的综合竞争。</SPAN></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">海尔发展理念疑问</SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">海尔在发展这些业务时，考虑到自己的技术能力了吗？</SPAN><SPAN lang=ZH-CN><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">考虑到如何与专业化巨头进行面对面的竞争了吗？</SPAN><SPAN lang=ZH-CN><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">考虑到自己能够通过竞争获得哪一块利润丰厚的市场了吗？</SPAN><SPAN lang=ZH-CN><FONT face=""> </FONT></SPAN><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体; mso-ascii-font-family: '; mso-hansi-font-family: '">还有最基础的，考虑到失败的后果了吗？</SPAN><FONT face=""> </FONT></P></TD></TR>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">外部利润来源疑问</SPAN><SPAN style="FONT-FAMILY: 宋体"><o:p></o:p></SPAN></P></TD>
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<P class=MsoNormal style="MARGIN: 0pt"><SPAN lang=ZH-CN style="FONT-FAMILY: 宋体">要进入这些领域，海尔必须有相当的投入。 但是海尔在哪个领域具有获得较高利润的核心竞争力？ 没有核心竞争力，投资回收从哪里来？ 利润从哪里来？ 还有哪些是不仅仅投资“沉没”，甚至还在持续、“无望”地向里面贴钱的业务？ 这样，整体算下来，海尔的生存状况到底如何？ </SPAN><B><o:p></o:p></B></P></TD></TR></TBODY></TABLE>
<P class=MsoNormal style="MARGIN: 0pt"><B><FONT size=3><FONT face=""> <o:p></o:p></FONT></FONT></B></P>
<P class=MsoNormal style="MARGIN: 0pt"><B><FONT size=3><FONT face=""> <o:p></o:p></FONT></FONT></B></P> 分析得有道理。海尔是有很多地方要改进的 <p>又看到楼主的文章，甚喜！我去年写过一篇对《海尔文化》反思的文章，楼主分析的很细，已经涉及海尔的战略。海尔文化最成功的地方是以文化带产品，即所谓文化营销，这点海尔是成功的，堪称典范。但就企业文化本身，海尔文化其实是遵循了“一将成名万骨枯”的价值理念，在张瑞敏先生光环背后，是无数海尔人被视为“工具人”的付出。LG和三星基本是和海尔同步起步的，但在创新方面，他们远远优于海尔，成就也优于海尔。海尔虽然高唱“创新”，但海尔恰恰是缺乏创新文化的企业，海尔内部文化的核心依然“制造成本”控制，没有摆脱“生产车间”的思维。</p> 蛮有道理的。
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