Dynamic environment refers to the differences in the form, connotation and state of the consistency of the macroeconomic environment, industrial environment, internal environment of the enterprise, * environment, social environment and other environments that the enterprise is in as time changes, in which various environments are changing and unstable in a complex and changeable state.Its main feature is change.
Strategy is of great significance to the survival and development of enterprises, so the strategic management in a dynamic environment has accordingly become a very critical issue, especially when the business environment of enterprises has become more dynamic and complex.Because the purpose of formulating and implementing strategies is to achieve the consistency between internal conditions and external environment.Strategic management itself is the management that should take countermeasures when various environments change under the dynamic environment and dynamic strategic management through changes. Its core is environmental change and organizational adaptation.Strategic managers are change seekers. They not only need to adapt themselves to changes, but also communicate to other members of the organization how changes can make the organization adapt to changes in the environment, so that changes are inevitable business philosophy.
The strategic change of enterprises, as well as the related organizational change and strategic innovation, has always been a hot issue in the field of western strategic management research.Especially in the modern market environment where demand changes rapidly and competition game is complex, strategic change has more important significance.There are few systematic studies on "strategic change" in the domestic academic circles, but related to enterprise reform, collectivization, restructuring, etcproblemThe research shows that scholars have realized the importance of strategic change.Enterprise strategic management in dynamic environment is a popular thing in modern enterprise strategic management research.Western countries study more deeply than China.Because of the dynamic nature of the environment, complexity and variability, and the instability of future factors over time, the strategic management of enterprises becomes more difficult, and the most important thing of strategic management is to establish the core of enterprisescompete
Ability, only enterprises with strong core competitiveness can be in an invincible position.In China, SMEs are "stabilizers" to promote the development of the national economy, "balancers" to coordinate the market mechanism, "exporters" to earn foreign exchange through exports, and "absorbers" to solve labor employment.Small and medium-sized enterprises are an important force in the development of the national economy.How to develop and strengthen China's small and medium-sized enterprises is an urgent issue before us.This article will discuss how to build the core competitiveness of SMEs in China.With a view to providing some useful suggestions for the development of our existing small and medium-sized enterprises.
Management status
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Strategy is of great significance to the survival and development of enterprises, so the strategic change in the dynamic environment has accordingly become a very critical issue, especially when the business environment of enterprises has become more dynamic and complex.Because the purpose of formulating and implementing strategies is to achieve the consistency between internal conditions and external environment.Strategic management itself is the management of and through change, and its core is environmental change and organizational adaptation.Strategic managers are change seekers. They not only need to adapt themselves to changes, but also convey such a message to other organizational members that changes are inevitable.
The strategic change of enterprises, as well as the related organizational change and strategic innovation, has always been a hot issue in the field of western strategic management.Especially in the modern market environment where demand changes rapidly and competition game is complex, strategic change has more important significance.There are few systematic studies on "strategic change" in China, but studies on enterprise reform, collectivization, restructuring and other issues show that scholars have recognized the importance of strategic change.Since the reform and opening up in 1979, China has entered a period of comprehensive economic transformation.Economic transformation not only means the economic environment, includingMacroeconomic environmentThe change of the industrial environment and the internal environment of the enterprise also means the comprehensive change of the environment of * and society, which has a direct and important impact on the economic behavior of the enterprise, and will bring about the significant change of the operation mode in the production and operation of the enterprise in this process. One of the core issues is the change of the enterprise's survival, development, business and competitive strategy.The core problem to deal with these changes is to build the core competitiveness of enterprises.
The collectivization of China's enterprise system and the introduction of a large number of technologies are all concrete manifestations of the changes in enterprise strategies.The significance of economic transformation to the change of enterprise strategy is not only that the environmental change brought about by transformation will lead to the change of enterprise strategy, but also that the economic transformation will bring about the essential change of the relationship between enterprise strategy and its living environment.Under the planned economy, there is no strict influence on enterprises.In the market economy, the economic environment is the basic force that determines the enterprise strategy. Therefore, in the process of economic transformation, the nature of the environment strategy consistency relationship is also changing significantly.Therefore, it is of great practical significance to study the building of core competitiveness in the strategic change of Chinese enterprises at this stage.Of course, the issue of strategic change is of great value to enterprises in any economic background.
In a complete market environment, "what remains unchanged is change". Enterprises also need to often face the overall decline of the industry, changes in regulatory policies and other special problems. Effective adjustment of enterprise strategies is decisive for enterprises to adapt to changes, reverse crises and improve performance.The formulation of enterprise strategic management objectives is of great significance to building the core competitiveness of enterprises, which is the cornerstone of enterprise survival and development.
Strategic change refers to the difference in the form, connotation and status of the consistency between the enterprise and its environment over time.The so-called consistency between an organization and its environment is the most basic resource allocation and interaction with the environment that an enterprise uses to achieve its basic goals.The change of consistency includes two aspects: first, the change of enterprise strategic content, that is, the change of its business scope, resource allocation, and competitive advantage;Moreover, changes in the internal and external environment of the enterprise that bring about changes in the enterprise strategy.The strategy should solve the problem of business definition;On the basis of the problem of business definition, the problem of business operation needs to be solved.The former is the issue of corporate strategy, and the latter is the issue of business strategy, that is, competitive strategy.That is to say, the two levels of strategic change are the change of the company and the change of business strategy.
In the context of different strategic schools, the concept and characteristics of strategic change are very different, and the connotation of corresponding strategic change is very different.The strategic content of the descriptive school is basically based on the explanatory school, but there are differences in the understanding of the strategic formation process, so the differences in strategic changes are mainly reflected in the motivation of today's changes.Design schoolThe Entrepreneurial School The cognitive school, environmental school and structural school are basically consistent in the characteristics of strategic change, that is, they emphasize the contingency of change.The planning school, the positioning school, the learning school, the power school, and the cultural school believe that strategy occurs frequently and gradually.From the perspective of the environment of strategic change, the interpretive school has a relatively simple understanding of the environment, while the descriptive school has a relatively complex environment
Miscellaneous.The differences in the concept, characteristics and adaptation environment of strategic change in different genres indicate that strategic change management should be based on clarifying the strategic connotation.The views of these schools provide powerful ideological tools for our enterprise strategic management.So as to provide a solid ideological basis for building the core competitiveness of enterprises.
financial strategy
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Since the 1980s, the global economic environment has brought profound changes to enterprises: complexity, dynamics and uncertainty.Chinese enterprises are not only constrained by the transition of economic system and economic structure, but also impacted by the wave of knowledge economy with information technology as the core, which makes the environmental uncertainty faced by enterprises more prominent, and also leads to value transfer and paradigm shift, which brings about industrial upgrading, strategic change and innovation and other issues.As an organic system to coordinate the relationship between enterprises and the environment, strategy will inevitably put forward transformation or change requirements when the enterprise environment changes, so as to maintain the sustainable development of enterprises.Financial strategy is the extension of enterprise strategy in the field of financial management, and it is the financial support and key backing for the realization of enterprise strategy.Therefore, how to adjust the financial strategy according to the changed environment and maintain its dynamic consistency with the enterprise strategy is the first problem to be solved by the enterprise financial management.
Flexible strategic view of enterprise
With the constant change of the external environment of enterprises, many scholars have begun to pay attention to the relationship between environment, strategy and organization.Scholars such as Alrich (1979), Chandler (1962), Andrus (1972) and Childer (1972) believe that the environment is real, organizations and the environment are separated from each other, and all the environmental elements constituting the strategic situation are independent of observers.Strategy makers must scan the objective environment to find opportunities and threats, and find the best strategic plan matching this environmental fact. A rational analysis process is the key to finding the best strategic plan under a specific environmental situation.In order to cope with the dynamic external environment, enterprises need to seekStrategic changeAnd innovation, the idea of flexibility originally used in manufacturing has gradually been applied to enterprise management.
Flexibility refers to the quality that can respond or adapt to changes or new situations.Ansoff (1965) first applied the idea of flexibility to enterprise strategic management, put forward the idea of flexible strategy, and believed that enterprise flexibility includes internal flexibility and external flexibility.Internal flexibility refers to the ability of an organization to quickly adapt to environmental requirements;External flexibility refers to the ability of an organization to actively influence the environment. It reduces the vulnerability of an organization through protective (defensive) strategies or pioneering (aggressive) strategies.Liu Yi, Li Yuan and others (2005) believe that flexible strategy is not only an adaptive strategy, but also emphasizes creating or utilizing change.
In other words, it is a strategy to destroy the old competitive advantage and create new competitive advantage through changes.Aker&Mascarenhas (1984) put forward the methods to realize the flexible strategy (such as diversification, investing in underutilized assets and reducing the commitment to specificity).Sanchez (1995), combining resource theory and capability theory, believes that the successful implementation of flexible strategy depends on two aspects, namely, the inherent flexibility of available resources of enterprises (such as the use scope of alternative resources, the cost and time of resource conversion) and the ability of enterprises to use existing resources to solve practical problems.Based on the views of scholars, the author believes that flexible strategy refers to the dynamic response of enterprises to environmental changes through the use, integration or creation of internal and external resources in order to achieve strategic goals when facing the changing competitive environment.To understand the flexible strategic view, the following aspects must be paid attention to:
（1） The flexible strategy focuses on the change of the environment and emphasizes the formation of new competitive advantages by using the change, rather than just adapting to the change of the environment.
（2） Weick (1982) pointed out that absolute flexibility makes it impossible for organizations to maintain a sense of consistency and continuity, which is likely to lead to confusion in decision-making.Van Ham (Van Ham et al., 1987) emphasized that stability is an essential component of flexibility for consistency and organizational control.Therefore, while emphasizing the use of flexible strategy, the author does not want to deny the rigidity and planning of the traditional strategy. It is a development based on rigidity.
（3） Flexible resources and capabilities are the fundamental guarantee for the realization of flexible strategy. With the change of external environment, enterprises must have the ability to find new resources, integrate and allocate all kinds of resources they have to make resources play a greater role.
（4） The flexible strategy depends on the flexible system of the enterprise. The flexible system of the enterprise includes flexible management ideas, flexible organization and management control, and flexible production system to ensure the realization of strategic objectives.
From rigid to flexible
Financial strategy is the extension and development of enterprise strategic management thought in the field of financial management.The traditional financial strategy is based on the rigid strategic idea, which believes that enterprises must strictly follow laws, regulations and systems in financial activities to maintain the order and stability of the enterprise financial system (Deng Mingran, 2005).
However, the change of the external environment not only changes the enterprise's strategic view, but also challenges the traditional, relatively static and single rigid financial strategic thinking: on the one hand, the continuous and unpredictable changes in the external environment require the company's financial strategy to make rapid and fundamental adjustments;On the other hand, the financial strategy of an enterprise has the characteristics of long-term stability, requires a long dynamic response time, and has a great deal of causal ambiguity.In order to solve the contradiction between the long-term stability of financial strategy and the continuous unpredictability of environmental changes, it is necessary to realize the transformation from the traditional static mode of thinking to the dynamic mode of thinking, from the traditional rigid finance based on the planned budget to the flexible finance based on the rigid foundation.
Many financial scholars have studied this. For example, Wang Huacheng (1992) proposed that the principle of flexibility must be followed in financial management, and studied how to maintain reasonable flexibility.Deng Mingran (2005) applied the flexible strategic view to enterprise financial management, and believed that flexibility with adaptability as the main feature and rigidity with stability as the main feature existed in enterprise financial management system at the same time. The flexibility of financial management system is the condition to maintain the dynamic stability of financial management system.Zhao Hua et al. (Zhao Hua et al., 2006; Yu Haizong, He Hao, 2003) solved financial strategic problems with the help of flexible strategic thinking of enterprises, and formally put forward the concept of flexible financial strategy.
All of the above studies have used the flexible idea to study finance from different aspects, and solved some basic theoretical problems of flexible financial strategy, but failed to determine the research scope of financial strategy and establish the corresponding research system.Like the traditional financial strategy system, the flexible financial strategy system also includes four aspects: financial environment analysis, financial strategy formulation and strategic goal decomposition, financial strategy implementation and control, and strategic implementation performance evaluation. However, its strategic thinking has changed greatly.Specific performance:
（1） The traditional financial management emphasizes the importance of the environment, mainly from the perspective of environmental adaptability, emphasizing the adjustment of strategies according to changes;In the context of flexibility, the financial strategy pays more attention to the initiative of the strategy, emphasizes the design of financial strategies according to different environments, and uses enterprise resources and capabilities to adapt to and use the environment continuously.
（2） Flexible financial strategy emphasizes the flexibility of strategy In traditional financial strategy, strategic plan is an important link to achieve strategy, and the formulation and implementation of strategy are mainly realized through plans at different levels;The financial strategy under the flexible strategy should integrate resources and improve capabilities at any time according to the changes of internal and external environment, through the implementation of flexible budget, rolling plan method, decentralized management and other means, and realize the strategy through dynamic game.
（3） The flexible strategic view pays more attention to value chain innovation and value management, and emphasizes that enterprises can realize value appreciation in a larger range on the basis of integrating and utilizing internal and external resources and capabilities of enterprises.
Composition of flexible financial strategy
（1） Flexible financial strategy and its components
The concept of flexible strategy not only changes the financial strategic thinking of enterprises, but also requires adjustment or change of the elements of financial strategy.Liu Yi and Li Yuan (2005) believed that in order to meet the needs of the dynamic changing environment, the scope of enterprise strategy must include various factors of competition. Flexible strategy should include five aspects: organizational flexibility, resource flexibility, capacity flexibility, production flexibility and cultural flexibility.As the specific financial embodiment of strategic thinking, financial strategy should maintain dynamic consistency with enterprise strategy.According to the above criteria for defining the connotation of flexible strategy, the author believes that the components of flexible financial strategy include four aspects: financial organization flexibility, financial capability flexibility, financial resource flexibility and financial activity flexibility:
1. Financial organization flexibility Financial organization flexibility includes organizational structure flexibility and organizational management flexibility.In the flexible financial strategy, the financial organization mechanism should not only meet the requirements of the strategic objectives of the enterprise, but also adapt to the changes in the environment, so as to promote the continuous improvement of the quality of enterprise employees and enhance the financial operation ability of the enterprise.Therefore, the organizational structure can never be static. Effective financial organizational flexibility comes from the internal requirements of the organization, the flexibility of the organizational structure, the adaptability of organizational members to change and the external competition, organizational values and business philosophy, organizational atmosphere and group harmony.Organizational management flexibility refers to the flexibility of financial organizations in managing financial personnel and communicating among departments to adapt to changes or advance actions in management systems, procedures and methods.The degree of financial strategy flexibility and its effectiveness focus on the high efficiency and efficiency of organizational structure transformation and the improvement of organizational creativity.
2. Flexibility of financial resources Flexibility of financial resources refers to the ability of an enterprise to transform its original financial resources. The broader the use of a financial resource, the less difficult it is to transform it into another resource, and the shorter the time is, the greater the flexibility of the financial resource.For example, the enterprise maintains a low proportion of fixed assets, especially special asset investment, and improves the flexibility of financial resources by improving the change ability and turnover speed of enterprise assets.For another example, within the cluster, by means of cooperation between enterprises and cluster enterprises, subcontracting or accepting orders, etc., the production capacity of enterprises can be virtualized through the production capacity of the cluster, and the income level of enterprises can be improved through resource flexibility.Therefore, the flexibility of financial resources is the material basis for the successful implementation of financial strategies.
3. Flexibility of financial capability Flexibility of financial capability refers to the ability of enterprises to integrate old resources, discover new resources and effectively organize financial resources to respond to emergencies in a changing environment.Deng Mingran (2005) believes that the flexible financial capability can be divided into buffer capability, adaptive capability and innovative capability from low level to high level.Buffer capacity is the ability of enterprise financial management system to absorb or reduce the impact of environmental changes on the system;Adaptability is the ability of enterprise financial management system to quickly adapt to changes with the environment;Innovation ability is the ability of the enterprise financial management system to positively affect the internal and external environment of the enterprise.People as financial resources are the main body to ensure the flexibility of financial capability. The flexibility of financial capability reflects the control ability in the implementation of enterprise financial strategy, and is the successful implementation of financial strategyManagement abilityWarranty.
4. Flexibility of financial activities Flexibility of financial activities is the basis for the implementation and success of flexible financial strategies, because the flexibility of financial strategies of enterprises is demonstrated by flexible organizations using flexible resources and capabilities through financial activities.The flexibility of financial activities generally includes flexible financing system, flexible investment system, flexible working capital management system and flexible distribution system.Only when enterprises can raise the funds needed for enterprise development, and allocate and use the funds reasonably to obtain the highest return on investment, can they achieve the goal of value maximization.
Among the four components of flexible financial strategy, financial organization flexibility, resource flexibility and capability flexibility are the foundation, and financial activity flexibility is a specific form of expression based on the integration of the first three flexibility.Flexible financial strategy is actually the extension of enterprise flexible strategy in financial management. It starts from the analysis of enterprise strategy and financial environment. Through the organization of financial activities, it uses and integrates the financial resources, financial capabilities and financial organizations of enterprises to cope with environmental changes, so as to achieve the goal of maximizing enterprise value.Compared with enterprise strategy, flexible financial strategy more reflects the adaptation and utilization of external environment changes than changes or manufacturing environment.
（2） Integration of various elements of flexible financial strategy
A successful financial strategy depends on the coordination process to achieve the strategic intent.Enterprises should create a harmonious environment. Only when the resources, capabilities, organizations and activities that match the desired new strategy are changed and coordinated with each other can the implementation of flexible financial strategies be guaranteed and financial activities be carried out smoothly.The implementation process of flexible financial strategy is actually a process in which enterprises choose to use each element and combine them to establish a constantly strengthened flexible system (Liu Yi, Li Yuan, etc., 2005).In a relatively volatile and complex unbalanced environment, the components of flexible financial strategy and their relationships are as follows
It can be seen that the environment, strategy, financial organization, financial resources and financial capability of the enterprise are a system of mutual coordination.The formulation and implementation of flexible financial strategy should be based on the changes of the environment and the effective integration of the elements on the basis of the analysis of the characteristics of the elements, so as to form a dynamic and changing organic system.
1. The implementation of flexible financial strategy always requires enterprises to integrate and change their financial resources and capabilities according to the requirements of environmental changes and objectives.On the one hand, the allocation of financial resources of enterprises is required to shift from allocating resources according to plans to focusing on the multi-purpose and adaptability of resources themselves. For example, enterprises should maintain a low proportion of fixed assets, especially special asset investment, and improve the flexibility of financial resources by improving the change ability and cycle speed of enterprise assets;On the other hand, the financial ability is required to change from the original single standardized and orderly planned management to flexible and rapid integrated management, so as to realize the diversification of management methods and management means.In the process of forming a financial strategy, in addition to the simple impact of financial resources or financial capabilities, we should also pay attention to the interaction between them, and re integrate them according to the new strategy and its implementation requirements, expand the feasible path for the formation of financial strategies and the realization of strategic objectives, and provide broader feasible areas and more reasonable selection criteria for strategic measures.
2. The implementation of flexible financial strategy is carried out in a highly complex and constantly changing unbalanced environment. As the most important resource in the organization, people are very important to the effectiveness of strategy implementation.Therefore, the establishment of financial institutions and personnel quality (including values and innovation awareness) and allocation in the flexible financial system of enterprises are particularly prominent and important to the effectiveness of financial system management and control.
3. The successful implementation of financial strategy needs to be implemented through corresponding financial activities, which are the foundation and soil for the implementation of financial strategy.Generally speaking, enterprises will experience rapid expansion financial strategy, steady development financial strategy and defensive contraction financial strategy in different life cycles, reflecting different characteristics of financial activities.Therefore, how to implement it according to the external environment of the enterprise and the resources, capabilities and organizational structure that the enterprise has or can integrateStrategic changeAnd innovation is the prerequisite for the smooth implementation of financial activities.
4. While emphasizing the importance of enterprise environment, the implementation of flexible financial strategy believes that enterprises should pay close attention to environmental changes, maintain sensitivity to environmental signals, and be able to respond to them accordingly, so as to find financial opportunities or crisis early warning in a timely manner.Any change in the environment will provide opportunities or threats to enterprises participating in the competition, and these changes often come from the enterprises themselves.Therefore, in the process of strategy implementation, it is emphasized that the enterprise should integrate its financial resources and capabilities according to the environment and the financial flexibility system of the enterprise, so as to form an interaction with the changing environment to expand the application and space of the enterprise's financial strategy and its implementation, and achieve the financial strategic goal of the enterprise.
5. Through the flexible financial system of the enterprise, the financial ability and resources are integrated, and the space for strategic choice is expanded, which provides more opportunities for the enterprise to resolve the impact of the environment, match and adapt the internal advantages, external opportunities, financial strategies and strategic measures of the enterprise, so that the enterprise can consider the financial ability and resources comprehensively,Ensure the successful implementation of enterprise financial strategy.
Flexibility strategy
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The uncertainty of organization or enterprise environment is a problem that enterprises need to face to maintain their competitive advantage. Being able to respond to the challenges brought by unpredictable environmental changes flexibly is a prerequisite for enterprises to maintain their competitive advantage.With economic globalization and personalized consumer demand,product life cycle Shortening, the rapid development of science and technology, and the continuous emergence of new technologies have led to the decline of the stability of the external environment, and the market competition has become increasingly intensified and more complex.In this case, organizational flexibility has a decisive impact on the formation and maintenance of enterprise competitive advantage, and is an indispensable mechanism related to the survival and development of enterprises.Therefore, how to improve the level of organizational flexibility and reduce the negative impact of the dynamic environment is a long-term strategy for organizations to create competitive advantages in resilience.
Flexible concept of reconstruction
The strategic consideration of an enterprise in a dynamic environment, in addition to recognizing that the adverse factors caused by environmental changes can be achieved by improving the level of organizational flexibility, should also be aware that the establishment of an enterprise's flexibility mechanism is the ability of an enterprise to quickly adjust the operation of resources according to environmental changes. It is not only necessary to introduce advanced technology for intelligent management of enterprises, but also to build modernEnterprise management systemAnd corporate culture to create an environment conducive to the growth of competitive advantage;The choice of organizational flexibility is also very important. Organizational flexibility is not the negation of rigidity, but the perfection of rigidity. The ultimate goal of organizational development is to achieve the combination of rigidity and flexibility. The ability of an organization to balance rigidity and flexibility directly affects the development of an enterprise.And how to seek the dynamic balance between centralization and decentralization also needs to select appropriate tissue flexibility.At the same time, the investment in the construction of enterprise flexibility has time value and sunk costs. If the scale of enterprise flexibility is too large and there are too many spare resources, the overall efficiency of enterprise assets will be reduced.
Flexible competitive strategy
At this stage, our society is gradually transitioning to the post Ford economic era. The popularity of using a large number of non differentiated products to meet the main market demand has been greatly reduced. The hierarchical organization that emphasizes control and cost saving is not suitable for today's world. Customers emphasize non price factors such as innovation, product quality or delivery time.The complex and changeable consumption demand and the increasingly personalized development trend urge enterprises to adopt flexible manufacturing production mode.The enterprise can implement diversified operation, decentralized management, simplified management level, matrix organization, modular design, project outsourcing, training of employees with one specialty and multiple abilities, rapid prototyping, and at the same time, the enterprise must have flexible materials and equipment and production methods to adapt to itmodern information technology To improve the flexibility of the organization.
Employee flexibility
Establish a learning organization with organizational learning ability and continuous innovation.In the current increasingly complex and unpredictable environment, the competitive advantage between enterprises is increasingly easy to be imitated, learned and replaced. Enterprises must be able to ensure the effective development of organizational learning, so that employees have strong learning and adaptability, encourage innovative activities, and realize the rapid response function of the organization.A flexible staff team can reduce a large amount of inventory, cope with various random phenomena, and effectively replace professionalism, repeatability and obsolescence.Peter Senge proposed to establish a learning organization by improving people's mental state and mental activity mode from a psychological perspective.To establish a learning organization, first of all, we need to change the cognitive model of employees, cultivate their spirit and ability of systematic thinking, let employees understand the reality, instill the belief of "facing reality" into them, and constantly promote their self transcendence, so that they have the motivation to learn.At the same time, it is also necessary to establish a common vision, carry out team learning, work more in the form of project teams, everyone participates in the decision-making, and negotiate together when there are problems, so that people in the organization can share the awareness of the future development direction of the enterprise.The common vision can create a sense of corporate unity, providing direction and energy for employees to learn.Only in this way can we form an atmosphere and values of organizational learning, thus forming a learning enterprise culture, and ultimately becoming a learning organization with systematic thinking ability and continuous innovation.
organization structure
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Conduct transformation and improvement to form an organization with quick response ability and good adaptability to environmental changes.The typical feature of traditional functional organizations, namely hierarchical organizations, is that they follow precise arrangements but very rigid rules and routines. This kind of organizational framework allocates people who are engaged in similar jobs and have similar skills to the same department. This theory believes that "division of labor brings efficiency".In the era of industrial economy, the relative consistency of the market and the advantages of economies of scale are relatively coordinated with the nature of the strict hierarchical organizational structure of enterprises. The hierarchical organization meets the dual requirements of enterprises for order and efficiency. However, under the conditions of knowledge economy, the challenges faced by modern enterprises are not only from efficiency but mainly from customer satisfaction.The diversification trend of the market and the dynamic nature of the environment make the requirements for quick response capability of enterprises far exceed the requirements of following the principle of economies of scale.
In this case, organizations need to respond more quickly and flexibly to changes in market and technology.This requires enterprises to give up the hierarchical system of hierarchical organizations, release their vitality, take improving market responsiveness and efficiency as the criterion, and transform the organizational system. The horizontal network organizational structure is more flexible than the hierarchical structure. An organization with flexible structural resources can replace the specialization of business processing, task specialization, etc., and can also slow down the obsolescence,Improve the rationality of decision-making and reduce the multiple interfaces in traditional structures.Therefore, enterprises can make full use ofmodern information technology In particular, the network technology should be used to establish a flat, networked, virtualized, borderless, self-management, project team, and inverted pyramid organizational structure, so as to transform the internal operating mechanism of enterprises, reduce the operating costs of organizations, improve the efficiency of enterprise information management, and thus enhance the ability of enterprises to respond to market information and market response.
Female leaders
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Chinese society is undergoing a change. This dynamic and rapidly changing environment has a great impact on individuals and enterprises, as well as women.
Impact of dynamic environment
We used to say that behind every successful man there is a virtuous woman, and behind every corrupt official there must be a greedy lover.At this time, women are experiencing this change behind the scenes.But now, many women have stepped onto the front stage from behind the scenes and have to face this change directly.For a woman, in the process of coping with this change, in an environment that is considered more and more complex, what kind of attitude and methods should she adopt.What strengths do you have and what needs to be overcome.These are all topics worth studying.I once said that in fact, we have many misunderstandings about people because we have too little knowledge and do not know much. We are confused by many seemingly various statements, so many people delay their future in this confusion.
What is the impact of the ongoing dynamic environment on enterprises? The advantages at any time are short-lived - an industry may be brilliant for only two or three years, and the life cycle of the industry is getting shorter and shorter, even the competitive advantages of enterprises will become shorter and shorter.In this environment, everyone and every enterprise are required to achieve dynamic growth, even ahead of market development.The development of society is like a big wave digging sand. It is always a trendsetter and must be very good at learning.
In a dynamic environment, the market and enterprises are changing.There were many small enterprises before. After five or ten years of market training, only three or four big enterprises really survived and grew up. At this time, the enterprises changed, the competition situation changed, and the speed of change became faster and faster, with more and more changing factors.So, how do we deal with it.
Strategic decision-making and organizational structure selection
In this dynamic environment change, how do male leaders and female leaders respond respectively.From the perspective of Chinese traditional culture, although Confucius said that "there must be a teacher for three people", he also said that "only women and villains are difficult to support".At the same time, people can also hear the saying that "women's hair is long and their knowledge is short", "women's talent is virtue" and so on.Although it was later believed that women could hold up half the sky, and women's status was improving, the previous underlying understanding still had a deep-rooted impact, which might exist among parents, husbands and other groups, and still affected women's growth like a social barrier in the whole social culture.
Based on people's habitual thinking, there may be some basic assumptions.In a dynamic environment, women may lack a forward-looking strategic vision and be relatively conservative compared with male leaders.For example, there are few women who have gone bankrupt in enterprises, and there are few who have done much. The reason for this is that women are more conservative.Secondly, in the process of this dynamic change, it is believed that men do more innovative exploration in enterprises, and women do more to guard the city, with the focus on managing the existing property.Thirdly, because women have to pay too much attention to their family, work and their own dress, some people may think that women lack the endurance of continuous improvement.In addition, women often manage a lot of things at home. Some people worry about whether this situation will be transferred to enterprise organizations, thus forming their strong desire for organizational control.
So, what are the differences between women and men in the strategic decision-making of enterprises.
We are in a dynamic environment. Sometimes the business operated by enterprises is relatively stable, and sometimes it needs to be expanded. In some industries, we should always think about what the enterprises should do next, because it may be difficult for the industry to live in two years.Even the field you entered at the age of 40 is a new field you have never seen at the age of 30.
Therefore, different strategic decisions need to be adopted in the dynamic environment: imitative strategy - imitating competitors or partners (at this time, competitors always preempt);Defensive strategy——Obtain market share at the cost of cash flow and yield;Offensive strategy - low cost advantage exceeds product differentiation advantage (market share is obtained through price reduction);Analytic strategy - no intention of catching up with the leading enterprises (mainly using planning technology, using information and control system information, using cost control system for performance control, and using quality management technology);Proactive strategy - constantly looking for development opportunities related to existing business;Future strategy - innovation oriented, always the first to provide new products or services (at this time, the characteristics are: resource deployment is based on long-term consideration, focusing on basic research to cope with future competition, predicting key business indicators, and constantly tracking the development trend).
Among the six strategies, which strategy is most likely to be adopted by women.
Our findings are that men are more inclined to adopt imitation and aggressive strategies, while women are more willing to adopt proactive and future strategies.Therefore, people's habitual thinking before is not accurate.
stayEnterprise organization structureIn terms of selection, what are the characteristics of women? There are generally three characteristics of organizational structure: first, organic structure.It can be divided into "centralization control" and "decentralization flexibility".The second is teamwork.It mainly rewards team performance. Team partners are easier to be promoted in the enterprise. The enterprise has personnel or institutions specially responsible for supporting decision-making, and major decisions are formulated after detailed discussion by each department.The third is personal motivation.It mainly rewards individual performance, and individual heroes are easier to be promoted in the enterprise.Among the three organizational structures, female enterprise leaders will emphasize the organic structure, team cooperation or individual motivation.
An important feature of women is that they can tolerate different opinions, just like when she has a group of children, she must tolerate different personalities.Some male enterprise leaders say that sometimes they quarrel with their subordinates in the process of communication, and they always hope to persuade their subordinates.But in a team, it is impossible to be absolutely consistent.The results of the survey also proved that women scored higher than men in team practice.Men emphasize more personal motivation in leadership, while women emphasize team leadership.
learning ability
There are different levels of learning, and we should pay attention to four dimensions: first, learning to explore new knowledge into a new field;The second is to share the learning of old knowledge, so as to reduce the cost of learning innovative knowledge;Third, learn from direct experience, that is, learn from enterprise practice;Fourth, learn from indirect experience.
Of course, there are different ways to learn.One is experimental learning.If an enterprise wants to try it out, it is like crossing a river by feeling the stones.The second is to continuously improve learning.Enterprises will continue to do a good job and optimize their existing advantages without going too far or too far.The third is benchmark survey.In order to shorten the gap with other enterprises, targeted benchmark surveys should be carried out, so as to strive for the best state in some aspect.Fourth, ability acquisition and learning.It includes the ability to acquire knowledge, absorb knowledge, transform knowledge, and apply knowledge.
In such a classification of learning, women may be more willing to do some aspects of learning. The survey results are unexpected.In experimental learning, women are more prominent, and they are willing to try new things.In terms of continuous improvement, women scored higher than men.However, men are higher than women in ability acquisition and inheritance learning.In the past, we may think that women are more conservative and unwilling to try, which seems to have not been verified in the survey.
In addition, enterprise dynamic capabilities include integration capabilities, innovation capabilities, change capabilities and transfer capabilities.The survey shows that women are also higher than men in the cognition of innovation ability and change ability.This is really unexpected. I think if this study is further extended, it can be found that there are many hidden highlights in women, which is not the case as the society imagined.
From the small sample survey, we can draw the following conclusions: female leaders tend to develop forward-looking and future strategies;Organizational structure, good at delegation in the team;More attempts in experimental learning;Strong practical ability to continuously improve;They have a higher awareness of innovation ability and change ability.
Nowadays, this is an era that changes from physical strength to intelligence. This era has two characteristics: first, talented and intelligent people will stand out.Whether he is male or female, social intelligence will be more important.Second, personal development tends to balance.That is to say, this society is more diversified, and women's choices will be more diversified. They may choose to become white-collar, backbone, excellent women, or they may choose to become a housekeeper.I think this society should become more tolerant, give women more choices, and respect their wishes, talents and preferences.This kind of social development is more mature and civilized.
Body heat
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The task of air conditioning is to create an air environment that meets the requirements of human production, life and scientific experiments.With the improvement of social productivity and scientific and technological level, the discipline of air conditioning technology has developed rapidly.With the popularization of air conditioning, the thermal comfort of indoor environment has attracted more and more attention, and the related research has also increased.
The research on the influence of various factors in the thermal environment on human body has gone through nearly a century,kansas state university And PO. Professor Fanger's research achievements [1] are particularly remarkable. The former's achievements serve as the basis for formulating the ASHARE [2] standard, while the latter's research achievements areInternational Organization for Standardization(ISO) serves as the basis for the development of ISO-7730 standard [3].However, most of the research results of both are carried out in the steady-state air-conditioning environment.
The control strategy of traditional air conditioning is to take the whole room as the regulating object, and strive to create a stable thermal environment, so that people's subjective thermal feeling is in thermal neutrality, the ambient temperature is kept at a relatively low level, the relative humidity is maintained at about 50%, and the ambient air flow speed is limited to a low range, generally not more than 0.15 m/s.However, in actual operation, there are many problems in this stable air-conditioning environment:
First, the human body living in a steady air conditioning environment for a long time will have "air conditioning maladjustment".What people experience in the natural environment is an unsteady thermal environment, while the traditional air conditioning mode places people in a steady thermal environment, lacking various environmental stimuli [4, 5], which leads to the decline of human body temperature regulation function and the decline of resistance;
Second, in order to reduce the cooling load, the airtightness of building doors and windows is getting better and better, and the indoor decoration materials emit a lot of VOCS, so the environmental pollution and human bodyBiological pollutionWithout reasonable dilution, and the traditional air-conditioned working area is located in the airflow return area, people may live in such buildings for a long time“Sick building syndrome”；
Third, the steady air conditioning environment strictly limits the airflow speed, which is very different from the natural environment where people live.People hope to use air flow to meet the requirements of human body heat dissipation and thermal comfort in a hot environment. Some surveys show that people prefer natural wind and natural environment when the environment is hot [6], which is contradictory to the wind speed limit of traditional air-conditioning environment.The low wind speed leads to the air conditioning environment can not make full use of the cooling effect of air flow, and the only way to reduce the ambient temperature is to ensure that the human body is in thermal neutrality, which results in large room cooling load and energy consumption.
Based on the above reasons, it has become a general trend to vigorously carry out the research on dynamic thermal environment. In recent years, the international community has begun to attach importance to the research on dynamic thermal environment, and has initially proposed an operable mode in the strategy of thermal environment regulation [7], which can give full play to natural ventilationThe advantages of the combination of indoor dynamic isothermal air flow and necessary cooling measures are expected to reduce energy consumption by 40% - 50% according to the climate conditions in Beijing.The research on human thermal sensation under dynamic thermal environment has always been an important aspect of dynamic thermal environment research. This paper intends to review the research on the impact of dynamic thermal environment on thermal sensation at home and abroad, introduce in detail the research achievements of Tsinghua University in this field for many years, and look forward to the research on dynamic thermal environment.
1 Foreign research status
The realization of dynamic thermal environment mainly depends on the dynamic change of air temperature and wind speed.The research on dynamic thermal environment at home and abroad also focuses on the dynamic change of air temperature and wind speed.
1.1 Temperature dynamic research
The early research work on thermal sensation under dynamic environment is mainly about thermal sensation under sudden heat [9-11].Gagge et al. studied "neutral thermal neutral" and "neutral cold neutral". The results showed that there was a transition process in the change of skin temperature from neutral environment to thermal environment or cold environment, and the thermal sensation appeared "hysteresis";However, when entering a neutral environment from a cold or hot environment, there is a phenomenon of "transcendence" of thermal sensation, and there is a separation between skin temperature and thermal sensation. Gagge believes that this phenomenon is caused by the rapid change of skin temperature, that is, the rate of change of skin temperature produces a feeling of additional heating, and this thermal sensation masks the discomfort caused by skin temperature itself.
Literature [12] and [13] have studied the impact of sudden temperature on human body, and the results show that the physiological regulation of human body on sudden environment is quite rapid, and will not have adverse consequences on human body.
For gradual thermal environment, researchers try to find out the range of indoor parameters to meet the comfort range of human body and achieve energy-saving effect.Berglund and Gonzalez [12] studied the change rule of human thermal sensation when the ambient temperature deviates from the neutral temperature in one direction at seven rates (0, 0.5, 1, 1.5 ℃/h) under three clothing thermal resistances (0.5, 0.7, 0.9 clo);The larger the gradient rate of ambient temperature is, the larger the range of temperature change that the human body can accept.Berglund explained that it may be because more physiological regulation is allowed when the low rate gradually changes, such as vasodilation and contraction;The greater the thermal resistance of clothing, the less obvious the feeling of temperature change;When the rate is 1 ℃/h, the change value of thermal sensation is always higher than that when the rate is 1.5 ℃/h, but it has no corresponding relationship with the rate of 0.5 ℃/h.
1.2 Research on wind speed dynamics
McIntyre [14] believes that the use of fans can create a comfortable environment indoors, but the wind speed should not exceed 2m/s, and too high wind speed makes people uncomfortable.ASHRAE Thermal Comfort Standard 55-1981 [15] stipulates that the upper limit of thermal comfort temperature in summer is 26 ℃.butKansas State UniversityRohles [16] and others think that when the ambient relative humidity is 50%, the upper limit of temperature can reach 29.4 ℃ as long as a certain wind speed is given.Arens [17] thinks that when the relative humidity is 40%, the thermal resistance of clothes is 0.4clo, and the air speed is 1.02m/s, the upper limit of comfortable temperature can reach 33.3 ℃.The experimental results of Wu. H [18,19] are as follows: the clothing weight of people is 0.5 clo, the degree of slight activity, the air temperature is 31.1, 32.2, 33.3 ℃, and the corresponding relative humidity is 50%, 39%, 30%;The ceiling fan in the room is blown at 1.05m/s wind speed, and more than 85% of people feel comfortable;When the maximum wind speed of the head shaking fan is 1.52m/s, more than 80% of people feel comfortable.
1.3 Prediction of human thermal response under dynamic thermal environment
The prediction models of human thermal response under dynamic thermal environment are mostly based on the human body temperature regulation model. In 1963, Wissler and Crossbie [20] first considered the human body temperature regulation function in the model, and proposed that temperature regulation includes three methods: proportional regulation, dual regulation and the rate of change regulation of the subject.This model can predict the steady skin temperature and core temperature, and can also be used to predict the dynamic skin temperature changes.In 1971, Stolwijk [21] put forward a six segment model, in which the temperature regulation function was emphatically considered, and the mathematical description was made using the physiological "set point" principle.The model is more in line with physiological laws and has been applied in many fields.Later, Gordon et al. extended the Stolwijk model to 14 segments and 11 layers, and the description of thermoregulatory function added the item of skin heat flow.In 1982, Wissler [22] further extended the model to 15 segments and 15 layers.In 1983, Indira Chatlerjee [23] divided the human body into 476 units, taking into account the uneven distribution of various physiological parameters, and the model can solve the three-dimensional temperature field of the human body.Gagge et al. [24] put forward a two node model, which simplifies the human body into two parts: the core and the outer skin. The control system consists of skin sensors and core sensors, and gives the control equations of skin blood flow, sweating rate, chills, etc.Gagge applied this model to the study of thermal sensation and proposedStandard effective temperature(SET).
2 Domestic research status
Domestic research in this area started relatively late. Tsinghua University and Tongji University have done research in this area. This paper will briefly introduce the research on human thermal sensation in dynamic thermal environment in Tsinghua University.
Dong Jing [25] studied the human thermal response under the combined action of dynamic temperature and dynamic wind. Under the experimental conditions of steady temperature, dynamic wind and dynamic temperature and dynamic wind, 33 subjects were tested to study the influence of parameters on human thermal sensation.The thermal resistance of the subjects' clothing was 0.6 clo, and they remained in a sitting state during the experiment.The experimental results show that under various working conditions of the experiment, the use of dynamic wind can achieve the goal of improving the thermal environment without causing discomfort in blowing, and give a better working condition to meet human comfort: when the relative humidity is 50%, the clothing thermal resistance is 0.6 clo, when the dynamic temperature fluctuation range is 27-29 ℃, the temperature rise and fall time ratio is 20 minutes: 20 minutes,When the dynamic wind parameter is=1.5m/s and n=6rpm, the value basically fluctuates within the range of (- 0.5,+0.5), which can better meet the needs of human comfort.
According to the experimental results, the author has changed Fanger's PMV steady state model, and established a TPMV model to predict human psychological thermal response under dynamic thermal environment. This model can be used to predict human thermal response under dynamic thermal environment, but the author has not systematically described and discussed this model.
Xia Yizai [26,27] studied the influence of the intensity and frequency of airflow pulsation on human thermal sensation in neutral thermal environment, and explored and studied the influence of the intensity and frequency of airflow pulsation from both experimental and simulation aspects.The experiment to study the effect of air pulsation frequency on human thermal sensation [26] was carried out in the climate chamber of Tsinghua University. The subjects were 18-20 years old, the total clothing thermal resistance was 0.7 clo, and the metabolic rate was 1.0 met.The temperature set points of the climate chamber are 26.0, 27.5, 29.0 and 30.5 ℃ respectively, and the relative humidity is 35% and 65% respectively. The low relative humidity condition contains 40 samples, and the high relative humidity condition contains 22 samples.The experimental results show that the ambient operating temperature and relative humidity have no significant impact on the frequency and acceptable frequency range selected by the subjects, and the acceptable frequency range is concentrated in 0.2-0.65Hz.With the increase of frequency, the air velocity felt by the human body decreases.Subjects can obtain thermal satisfaction by freely adjusting the wind speed and frequency, but at a higher temperature, selecting the wind speed cannot keep them in a thermal neutral state, and a certain proportion of subjects feel unpleasant blowing.According to the experimental results, Xia Yizai expanded the definition of the sense of blowing, and proved that in the neutral hot environment, the air flow with a frequency of 0.3Hz-0.5Hz has the strongest cold effect on the human body, which is consistent with the experimental conclusion of Fanger in the neutral cold environment.
The experiment [27] to study the impact of air pulsation intensity on human thermal sensation was also carried out in the climate room, which has no external window, and the air flow is evenly sent out from the ceiling orifice at a speed of less than 0.1m/s to maintain a certain indoor temperature.Thermistor sensors and relative humidity monitors are distributed indoors and on the wall. The control system will patrol the temperature and humidity parameters every minute, and automatically adjust the indoor temperature and humidity to the set state.The fan located outside the climate chamber draws out the air flow in the chamber, and then sends it back to the air supply device. After flow sharing, it sends it out to reduce noise and provide isothermal air flow.At the air outlet of the device, the vertically movable hundred sheets are evenly arranged, and the small DC motor drives the hundred sheets to swing laterally, producing periodic airflow varying with a certain frequency.The subject can adjust the speed of air flow by changing the speed of the fan through the frequency converter.It was found that the pulsation intensity of air flow was about 25% and 40% respectively at 1.2m and 2.5m away from the tuyere. The subjects could feel the flow of air flow from their chest to their knees when sitting at the position facing the tuyere.Since there is no external radiation, the average radiation temperature in the climate chamber is close to the air temperature.The operating temperature to (the weighted average of air temperature and average radiation temperature on their respective heat transfer coefficients) is used to characterize the temperature state of the environment.The situation of the subjects is the same as that shown in the literature [26]. The experiment was conducted under 16 working conditions, including 4 operating temperatures, 2 air pulsation intensities, and 2 relative humidity. The temperature and relative humidity settings are the same as those in the literature [26]. The pulsation intensities are 25% and 40%, respectively. Under low relative humidity, there are 40 samples for each working condition, and 22 samples for each working condition under high relative humidity. The experimental results show that,Most subjects can reach a satisfactory thermal comfort state by adjusting the air flow speed, but at a higher temperature, the wind speed chosen by people cannot keep them in a thermal neutral state. Xia Yizai's interpretation of this result is that the role of air flow in the "hot" environment is now two aspects - cooling effect and the "sense of blowing" caused by wind pressure. When people choose the wind speed,It is often necessary to make a compromise between these two aspects. Under high temperature conditions, the wind speed chosen by people is less than the size required to reach the neutral state, that is, to reduce the "sense of blowing" at the expense of thermal neutrality;The probability distribution of the selected wind speed conforms to the normal distribution law, and the value depends on the operating temperature to, the relative humidity Rh, the intensity of airflow fluctuation Tu and the different preferences of the subjects;In the "neutral cold" environment, high pulse intensity will cause a sense of blowing, but in the "neutral hot" environment, it can reduce the "sense of blowing";Based on the experimental data, a new model for predicting the probability of blowing sensation under isothermal thermal environment is obtained by using the fractional logarithmic regression method
Jia Qingxian studied the end of dynamic air supply [6] and analyzed the difference between natural air flow and mechanical air flow.The effects of turbulence intensity, probability distribution of wind speed, and spectral curve on thermal perception were studied. The experimental results are as follows: there is a large difference between natural wind and mechanical wind in the frequency spectrum. The difference is not only the size of the frequency spectrum, but also the different characteristics of the two are determined by the different spectral distribution. The fluctuation of natural wind speed is dominated by low frequency, while the fluctuation of mechanical wind speed is dominated by high frequency;Under the condition of isothermal air supply, airflow with the same average velocity and different average turbulence intensity has different effects on human thermal sensation, and the turbulence intensity is between 0.48 and 0.57;The flow mode with skewed distribution is more acceptable than the flow mode with normal distribution. 1Hz is taken as the upper limit of the human body's perception of air flow fluctuations. When the frequency is greater than 1Hz, the human body's perception of air flow fluctuations with different frequencies is slightly different. Even if the frequency spectrum is different, the impact of wind on the human body is not different, and the lower limit of the frequency is 0.000244-0.000488Hz;The influence of frequency spectrum on thermal comfort is obvious. The closer the frequency spectrum is to natural wind, the smaller the negative impact on human body;The comfort zone of dynamic air conditioning environment is determined, and the corresponding adjustment mode is proposed.The difference between dynamic air conditioning and traditional air conditioning and their energy saving potential are qualitatively analyzed.At the same time, according to the characteristics of dynamic air conditioning, the adjustment mode and operation adjustment of dynamic air conditioning terminal device are qualitatively analyzed;The 30 ℃ isothermal air supply can be used as the upper limit to maintain the thermal comfort environment, while the air supply temperature difference within 7.3 ℃ when the ambient temperature is within the range of 28.5 ℃ - 30 ℃ is acceptable.
Sun Shufeng [28] comprehensively expounded the basic concept of dynamic air conditioning strategy, analyzed the basic method of dynamic thermal environment, gave the specific mode of dynamic air conditioning strategy, developed the coil type dynamic terminal device and cabinet type dynamic air supply device, and conducted experimental research on the flow and heat transfer characteristics of the coil type dynamic terminal device under dynamic conditions,The frequency spectrum analysis of the air outlet velocity is carried out, and the thermal comfort experiment of the cabinet type dynamic air supply device is carried out.The results show that the developed coil type dynamic terminal device can achieve different air outlet dynamic modesFan coilIt can realize the dynamic change of air outlet speed and temperature, and the frequency spectrum of air outlet is very similar to that of natural wind;The comfort of human body is studied by using dynamic cabinet machine. The results show that the acceptability of dynamic wind is significantly higher than that of steady wind;Through comparative analysis, the dynamic air supply system has obvious energy-saving effect in the air water semi centralized office building air-conditioning system.
3 Outlook
This paper introduces the research results of the impact of dynamic thermal environment on human thermal sensation. Some exciting results have been achieved in this field, but it should be understood that there is still a long way to go for research in this field. How to explain the difference between natural wind and mechanical wind from a microscopic perspective (such as the scale of vortex),How to apply the research results to practice, and the impact of dynamic thermal environment on human thermal comfort under personalized air conditioning are all problems worth discussing.Undoubtedly, more and more attention will be paid to the research of dynamic thermal environment.
Location rule
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Positioning is a very important concept in enterprise management. It was first proposed by two advertising company managers, Reese and Trout, in 1972. It has been widely used in enterprise product development, marketing, advertising and other marketing activities. In 2001, the American Marketing Association even rated it as the concept that has the greatest impact on marketing ever.Strategic Research Michael?In the 1980s, Porter introduced positioning into the field of strategic research. He believed that enterprises should first position when formulating strategies, and then establish competitive advantages through resource selection and optimization.Today, whether enterprises make strategic planning or product market development and promotion, first positioning has become an unavoidable step for business operators.
On the other hand, with the acceleration of technology application and market change, the business environment faced by enterprises has become increasingly dynamic and complex. Whether it is the technical environment, the resource environment or the customer environment, all aspects that constitute the business elements of enterprises are in the process of rapid change. It is difficult for enterprises to "determine" to work hard based on positioning,However, we need to constantly change ourselves to adapt to the changes in the market. Based on this market situation, more and more enterprises agree to establish a dynamic competitive advantage rather than a fixed "location".So, is the positioning theory out of date, or how to coordinate the contradiction between the two.In other words, positioning is only applicable to tactical applications such as product development and promotion and should not continue to constrain the long-term business strategy of enterprises.
The acceleration of market changes undoubtedly poses a new challenge to the implementation of positioning theory, but without positioning, enterprises will be more unable to adapt to market changes.
First of all, we can think about it in reverse. If there is no positioning, the company's new product listing and publicity strategy will lose its goal and support.In terms of strategy, without positioning, the long-term resource investment required by the long-term competitive advantage of enterprises cannot be carried out.In fact, it is precisely because of the lack of strategic investment based on long-term positioning that some once brilliant enterprises are rapidly losing their advantages.
Therefore, what enterprises should do is to coordinate and balance the contradictions between the two, rather than avoid or choose between the two.
Before solving this problem, we need to have a unified understanding on several points:
First of all, we should believe that the internal driving force for the development and change of things may not be complex, or even very simple, within the chaotic and complex appearance. According to Buddhism, things in the world are different from each other, and they are different from each other.As stated in Sun Tzu's Art of War, the change of five colors is invincible.We have found the primary color that forms the colorful world, and it seems that changes are no longer so dazzling.
Second, the speed of development and change of various factors is different. Some factors may not change much for decades, or although they are changing constantly, the trend of change is predictable.Some factors are constantly changing.
Third, enterprises can grasp the law of development and change of things from two directions. The first is to seek the source, which is to establish a true understanding of a thing by understanding the essence of its development.The second is macro generalization, which is to ignore the fluctuations in details in the development of things and obtain overall cognition from a statistical perspective.As the "Book of Changes" said: the vast, subtle.In fact, this just represents the two most basic focuses of enterprises with long-term competitive advantages. "To be subtle" means to dig deep into R&D through technical means, and "to be broad" means to offset the fluctuations of the industry by establishing a platform with extensive coverage.
On the basis of this understanding, we can establish the unity between positioning and dynamic competition, that is, first find out the internal driving factors hidden in the development and change of complex things, and distinguish the way of development and change of these factors. To what extent the enterprise has established a certain cognition of these factors, it can serve as the basis for the positioning of the enterprise.
