Development strategy is about how enterprises developTheoretical system。Enterprise strategy is a major choice, planning and strategy for enterprise development direction, development speed and quality, development point and development ability in a certain period of time.
Chinese name
development strategy
Help
The enterprise guides the long-term development direction
OK
Development ability required by enterprises
Purpose
Solve the development problems of enterprises
Implementation
Rapid, healthy and sustainable development of the enterprise
More and more enterprises fall intoCompetitive strategyTrap, the more enterprises want to establishcompetitive edgeTo defeatcompetitorThe more enterprises fall intoprice war, low profit, slow development and other development problems, the traditional mainstream competitive strategy theory is increasinglynot suited toRequirements for enterprise development.How should enterprises solve the development problems such as price war, low profit and slow development to achieve rapid, healthy and sustainable development.
Development strategy theory
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Development strategy theoryIt is a strategic theoretical system about how enterprises develop.Under the guidance of traditional competitive strategy theory, enterprises are generally deeply influenced byprice war, functional warfareAdvertising war, sales promotion war, service war, category war and other problems, enterprises are facing stagnation, recession and even bankruptcy.The enterprise found that the competitive strategy that used to be its magic weapon was no longer effective. Although everyone tried to establish a competitive advantage to defeat competitors and achieve rapid development, contrary to good wishes, the business families in the field were struggling with each other. Everyone was trapped in the cycle of no profit and stagnation of the enterprise. Finally, a pattern of double failures and multiple failures emerged.
The defect of competitive strategy theory makes us think about the essence of enterprise strategy."Is the essence of strategy to establish competitive advantage and defeat competitors?" This may be used in the ancientmilitary strategyIt is appropriate, but it is very inappropriate to transplant it to the enterprise. The enterprise does not have to defeat its competitors.What is the essence of enterprise strategy?
stayStrategic consultingThe strategy has gradually formed a system of development ideas, concepts and methodologies to help enterprises formulate strategies and get rid of theprice war, function war, advertising war, promotion war, service war, category war and other traps to solve the problems of slow growth, stagnation, or even decline of enterprises for a long time.
An enterprise should systematically solve its development problems from four aspects: development direction, development speed and quality, development point and development ability. These four aspects constitute four important components of development strategy, namely vision, strategic objectives, business strategy and functional strategy.The theory of development strategy turns the focus of enterprise competition from competition to development. Enterprises can achieve development through competition, cooperation, or avoiding competition and choosing more promising fields for development.The development strategy theory is a subversion of the traditional competitive strategy theory. It gets rid of the price war, the function war, the advertising war, the promotion war, the service war, and the category war. It enables enterprises to participate in the competition more benign, and focuses on the solution of enterprise development problems, the planning and implementation of development direction, development speed and quality, development points, and development capabilities,Finally, the rapid, healthy and sustainable development of the enterprise will be realized.To use a figurative metaphor, the development strategy is a season of "gold" harvest.
Development strategic framework
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sinceEnterprise Strategy The essence of the enterprise is development. How can the enterprise develop.In more than ten years of strategic consulting practice and strategic theory research, we have gradually developed four core issues to solve the problem of enterprise development.If enterprises want to achieve development, they need to think about four issues:
(1) What will the enterprise be like in the future?（development direction ）
(2) What kind of speed and quality will the enterprise achieve development in the future?（Development speed and quality）
(3) What are the development points of the enterprise in the future to ensure this speed and quality?（Development point）
(4) What development capacity support does the enterprise need in the future?（Development capacity）
These four questions are oriented by the development of enterprises. The answers to these four questions can systematically solve the development problems of enterprises. They respectively solve the development direction, development speed and quality, development point and development ability of enterprises.If these four problems can be effectively solved, then the development of enterprises can be systematically and effectively solved.In consideration of these four issues, we finally formed a strategic solution to systematically solve the problem of enterprise development.
We believe that enterprise strategy can help enterprises guide long-term development direction, clarify development goals, point out development points, and determine the development capacity needed by enterprises. The real purpose of strategy is to solve the development problems of enterprises and achieve rapid, healthy and sustainable development of enterprises.
stayDevelopment strategy theoryOn the basis of the definition of strategy, we have formed a strategic framework to systematically solve the problem of enterprise development, that is, the development strategic framework, also known as the Oriental strategic framework.The development strategy consists of vision, strategic objectives, business strategy and functional strategy.
（1）vision: What kind of enterprise will the enterprise become in the future?
（2）strategic targetWhat kind of development goals will the enterprise achieve in the future?
（3）Business strategy: What development points does the enterprise need in the future?What industries, regions, customers and products should we develop in?How to develop?
The essence of strategy is to solve the development problems of enterprises.In the development strategy framework, all components are carried out around the enterprise development. Vision is the starting point of enterprise development, which guides the direction of enterprise development;The strategic goal is the requirement of enterprise development, which defines the development speed and quality;Business strategy, includingProduct strategy、Customer strategy、Regional strategyAnd industrial strategy is the means of enterprise development, which indicates the development point of the enterprise;Functional strategy is the support of enterprise development, which determines the development ability of the enterprise.Vision, strategic objectives, business strategy and functional strategy constitute four levels of enterprise strategy from top to bottom.The previous level provides direction and ideas for the next level, and the next level provides strong support for the previous level. They interact with each other to form an organic development strategy system.
The development strategy framework is a good strategic methodology system, which defines the development direction, development speed and quality, development point and development ability of the enterpriseStrategic issuesTo help enterprises truly solve development problems and achieve rapid, healthy and sustainable development.
After more than ten years of consulting practice of more than 100 enterprises, the development strategy frameworkOperation managementAnd strategic development played a very good guiding role, successfully helping many enterprises to solve strategic development problems, many of which have made great progress and breakthrough development.developmentstrategic thinkingThe concept and methodology system has been accepted and applied by more enterprises, and is becoming a widely used strategic theory.Many corporate strategiesPractical proofThe development strategy theory is a strategic theoretical system that has great guiding significance for the strategic development of enterprises, is highly practical, and has good practical effects. It can really help enterprises to solve their development problems and achieve rapid, healthy and sustainable development.
Competitive Strategy Theory
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Famous American strategistMichael PorterMichael Porter, known as the father of competitive strategy, is one of the most influential management experts in the world today.Porter published《Competitive strategy》[1]And then published in 1985《competitive edge》[2], and later published《National competitive advantage》[3]Has formed a trilogy of competitive strategy and created a theoretical system of competitive strategy.
Michael Porter believes thatEnterprise environmentThe most critical part of the enterprise is to invest in one or several competitive industries,Industry structureIt greatly affects the establishment of competition rules and the competitive strategies available to enterprises.Industry structure analysisIt is the cornerstone of establishing competitive strategy. Understanding the industry structure is alwaysStrategy formulationThe starting point of.Porter created five competitive forcesanalysis model He believes that the competitive status of an industryProfitabilityDepends on fiveBasic competitive powerThe interaction betweenEntry threat、Alternative threatsThe bargaining power of buyers, suppliers and existing competitorsTechnical factorsImpact.
Under the guidance of competitive strategy, Porter proposed that the core of enterprise strategy isGain competitive advantage, defeat the competitors.There are three basic strategies to gain competitive advantage and defeat competitors:Cost leadership strategy、Differentiation strategyandCentralized strategy。The enterprise must choose one of the three basic strategies as its leading strategy.Eithercost controlTo ratiocompetitorLower degree;Either inEnterprise productsAnd services, making customers feel that the enterprise provides more value than other competitors;Or the enterprise is committed to serving a specific product category, a specificSegments。[1]
However, under the guidance of competitive strategic thinking and theory, this strategic behavior is also facing more and more challenges, with the core purpose of establishing competitive advantage and defeating competitors.Three strategies of cost leadership strategy, differentiation strategy and centralization strategyBasic competitive strategyUnder the guidance, many enterprises have adopted price war, function war, advertising war, promotion war, service war, category war, etc. to build their competitive advantages and defeat competitors.However, good wishes did not translate into good reality, and excessive attacks on opponents did not make themselves better.What follows is that the business families in their fields are facing the situation of ordinary low profits or losses. They are all in the dilemma of price war, function war, advertising war, promotion war, service war and category war. They are trapped in the strange circle of low profits, no profits, or even losses. The enterprises are heading for stagnation, recession, or even bankruptcy.The more you want to defeat your competitors, the worse you will become. Finally, there will be a pattern of double defeats and multiple defeats.
