中国经济管理大学战略管理
<p><br/><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">导</span><span new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">论</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">第一节</span><span new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;">
</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">企业战略的基本概念</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">一、</span><span new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;">
</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">企业使命的定义</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">企业使命是企业管理者确定的企业生产经营的总方向、总目的、总特征和总的指导思想。</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">在企业结构简单的情况下，企业的所有者与经营者将各种职能集于一身，其信念、愿望、抱负决定着企业的使命，决定着整个企业的生产经营方向和运作。这时，对企业使命的描述基本上包括：</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-fareast-language: ZH-CN; mso-ansi-language: EN-US; mso-bidi-language: AR-SA;">①</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">企业的生产技术能提供的产品或服务。</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-fareast-language: ZH-CN; mso-ansi-language: EN-US; mso-bidi-language: AR-SA;">②</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">企业产品或服务所提供的效益。</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-fareast-language: ZH-CN; mso-ansi-language: EN-US; mso-bidi-language: AR-SA;">③</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">企业产品或服务在某个细分市场上为顾客所提供的满足。</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-fareast-language: ZH-CN; mso-ansi-language: EN-US; mso-bidi-language: AR-SA;">④</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">企业家有关企业的自我意识。</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-fareast-language: ZH-CN; mso-ansi-language: EN-US; mso-bidi-language: AR-SA;">⑤</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">企业的公共形象。</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">当企业有了发展，或者在竞争压力下被迫改变自己的产品、市场和技术时，就必须重新确定自己的使命。这时，企业的使命虽然基本上与机构简单企业的使命相同，但内容上却有所创新。一般包括以下的内容：</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">（</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;">1</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">）企业目的。包括企业的经济目的、社会目的和其他目的。其中，企业的生存、增长、获利等三个经济目的决定着企业的战略方向。</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">（</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;">2</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">）企业定位。企业要在竞争中根据所拥有的技术、所生产的产品和所服务的市场，客观地评价自己的优劣条件，确定自己的经营活动范围和自身能力，制订竞争的基准。</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">（</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;">3</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">）企业理念，或称企业信念。这是企业的基本信念、价值观、抱负和哲理选择，是企业的行为准则。企业可以据此对自己的行为进行自我控制和自我约束。</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">（</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;">4</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">）公众形象。企业管理者应该充分满足公众期望，树立良好的企业形象，尽到对社会应尽的责任。</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;"><br/></span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">（</span><span lang="EN-US" new="" mso-font-kerning="" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" mso-fareast-font-family="" 宋体="" style="FONT-SIZE: 12pt; FONT-FAMILY: 'Times New=;">5</span><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">）利益群体。企业管理者还必须充分地重视企业内、外部利益群体和个人合理要求。</span></p><p><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">down9_0410.asp?ID=106654</span></p><p><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">加入因索学习社 下载巨量学习资源</span></p><p><span mso-font-kerning="" mso-ascii-font-family="" mso-hansi-font-family="" times="" new="New" roman="" mso-fareast-language="" zh-cn="" mso-ansi-language="" en-us="" mso-bidi-language="" ar-sa="" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times New=;">http://www.insom.cn/xc.gif</span></p>
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