“企业要上市，管理先上市”之战略就是让你“快乐地吃饭”
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">一本书上这样讲述战略：“</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">拥有战略的公司在快乐的赚钱，这种赚钱的方式不会半途而废，在胜方与负方的两极分化中，它会取得压倒性的利益。成为对顾客有吸引力的公司后，即使不那么卖力地推销，顾客也会排着队来买；生意会自动地找上门来，所以不用担心每月的资金周转；员工很少加班，月薪却会很高。”</span><span style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">战略所关注的一个重要点就是持续以及决定性的压倒。</span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 180%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span style="LINE-HEIGHT: 180%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">为了能让大家构筑出具有可行性的战略，这里简单描述战略是</span><span style="COLOR: black; LINE-HEIGHT: 180%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">什么，以及它必须具备的要素。 <span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 180%; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span style="LINE-HEIGHT: 180%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">①所谓战略就是选择顺序</span><span lang="EN-US" style="LINE-HEIGHT: 180%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> <p></p></font></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">所谓战略就是指选择顺序，然后还要决定所选对象的优先顺序。企业要完成的目标很多，如满足顾客是第一重要的；利益也是第一重要的；品质也很重要，但是在这些都“非常重要的目标中”，什么是最重要的。</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">什么都做的是无战略的企业。有战略的公司则慎重地选择本公司擅长的领域，专注于此并投入资源（经营资本）。蔚蓝置身于竞争激烈的家电行业，必须做好正确地战略选择，在竞争中喝别的公司差异化，这些决定了它未来能否“快乐地吃饭”。</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> <p></p></font></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">②战略看不见，战术看得见</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> <p></p></font></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">战略和战术有明显的不同。</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">所谓战术，就是指推销术、促销活动、广告宣传和宣传中用到的广告夹页、ＤＭ等工具。它们就好比是战争中的弓箭、铁炮等武器。</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">所谓战略，就是在保持一贯性，并且思考以下问题：</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 42pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-list: l0 level1 lfo1; tab-stops: list 42.0pt;"><span lang="EN-US" style="LINE-HEIGHT: 150%; FONT-FAMILY: Wingdings; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;"><span style="mso-list: Ignore;">ü<span style="FONT: 7pt "";"> </span></span></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">我们往哪里去？</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> <p></p></font></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 42pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-list: l0 level1 lfo1; tab-stops: list 42.0pt;"><span lang="EN-US" style="LINE-HEIGHT: 150%; FONT-FAMILY: Wingdings; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;"><span style="mso-list: Ignore;">ü<span style="FONT: 7pt "";"> </span></span></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">我们如何去？</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 42pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-list: l0 level1 lfo1; tab-stops: list 42.0pt;"><span lang="EN-US" style="LINE-HEIGHT: 150%; FONT-FAMILY: Wingdings; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;"><span style="mso-list: Ignore;">ü<span style="FONT: 7pt "";"> </span></span></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">我们采取何种方式去？使用什么武器（何种商品）完成目标？</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">概括而言，战略是总体计划，而战术则是确保实现总体计划的武器。</span><span style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">对于蔚蓝而言，采用短期的降价、促销等形式只是战术上的问题。如果蔚蓝继续在战术层面上关注，将使蔚蓝陷入不堪自拔的境地。到底蔚蓝的优势在哪里？</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">③战略就是预测能力</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> <p></p></font></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">战略就是要有预见能力，懂得“进攻有时”——该进攻时就要进攻，该收手时就要收手。</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> <p></p></font></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">④战略是压倒性的强势</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> <p></p></font></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""> </font></span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 16.0pt;">战略的本身意义就是持久性的竞争优势和压倒性的强势。今天，许多“强大”企业之所以占据了现在的位置，依靠的不是昙花一现的阶段性想法，而是持续地付诸实践的“动作”。</span><span lang="EN-US" style="LINE-HEIGHT: 150%; mso-bidi-font-weight: bold; mso-bidi-font-size: 16.0pt;"><font face=""><br/> <p></p></font></span></p><p></p><p></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 180%; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 180%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"> </span><span style="COLOR: black; LINE-HEIGHT: 180%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">鹰腾咨询（<span lang="EN-US">Yintl</span>）从以上四个方面来思考什么战略。大家大概已经明白了吧，如果要对战略下一个定义的话，那么战略不仅仅是分析，更是创造；而战略的实施则是最为关键的。 <span lang="EN-US"><p></p></span></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face=""> </font></p></span></p><p><font face=""> </font></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 15.75pt; LINE-HEIGHT: 20pt; mso-char-indent-count: 1.5; mso-line-height-rule: exactly;"><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">“企业要上市，管理先上市！”是</span><font face=""><br/> <span lang="EN-US">Yintl(</span></font></i><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">鹰腾咨询</span><span lang="EN-US"><font face="">)</font></span></i><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">在国内首次倡导的管理理念。</span><span lang="EN-US"><p></p></span></i></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 15.75pt; LINE-HEIGHT: 20pt; mso-char-indent-count: 1.5; mso-line-height-rule: exactly;"><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">“管理上市系列”丛书是</span><span lang="EN-US"><font face="">Yintl(</font></span></i><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">鹰腾咨询</span><span lang="EN-US"><font face="">)</font></span></i><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">的精心之作，由李玉萍主编，即将于</span><span lang="EN-US"><font face="">2008</font></span></i><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年</span><span lang="EN-US"><font face="">6</font></span></i><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">月全面上市。本系列书浓缩</span><span lang="EN-US"><font face="">267</font></span></i><i style="mso-bidi-font-style: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">家国内民营企业管理现状，分别从绩效管理、企业文化、上市思维工具（《绩效●剑》、《文化●道》、《上市●策》）三个方面出发，采用全景案例展示，全面、系统和针对性地提出企业管理上市的解决方案</span><font face=""><br/></font></i><i style="mso-bidi-font-style: normal;"><span lang="EN-US"><font face=""><p></p></font></span></i></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face=""> </font></p></span></p><p><font face=""> </font></p><p></p>
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