Macro and long-term
The strategic goal is a macro goal. It is an overall vision of enterprise development, and its focus is the whole rather than the part. It is an ideal setting for the future of enterprises from a macro perspective. What it puts forward is the general task and requirements of the overall development of the enterprise. What it draws up is the fundamental direction of the overall development of the enterprise. Therefore, it is proposed that Enterprise strategic objectives It is always highly generalized. [2] Strategic objectives are Long term goals 。 Its focus is the future and long-term. The strategic goal is a vision of the future. What it sets is a fundamental transformation of reality achieved by the employees of the enterprise through their long-term efforts. What the strategic goal stipulates is a long-term development direction, and what it proposes is a long-term task, which is not achieved overnight, but can be achieved only after a considerable amount of effort of the enterprise staff. Since the strategic goal is a long-term goal, it should be relatively stable within the specified time. Since the strategic goal is the general direction and task, it should be relatively unchanged. In this way, the actions of enterprise staff will have a clear direction, and everyone will establish a firm belief in the realization of goals. Of course, emphasizing the stability of the strategic objectives does not exclude making necessary amendments to the strategic objectives according to the objective needs and the development of the situation.
Integrity and comprehensiveness
Strategic objective formulation process Decomposability and acceptability
The strategic objectives are macro overall The characteristics of "is" itself shows that it is separable. As a general objective, task and requirement, strategic objectives can always be broken down into specific objectives, tasks and requirements. This decomposition can transform the total Goal decomposition The specific goals and tasks in one aspect and another can also be decomposed into the specific goals and tasks in one stage and another in time. Only by decomposing strategic objectives can they become operational. It can be said that strategic objectives are achievable because they are separable.
Balanced Scorecard Specific and verifiable
In order to accurately measure the activities of enterprise management, strategic objectives should be specific and verifiable. The objectives must be clear and specify when and what effects will be achieved. The goal quantification is to make the goal have Inspectability The most effective method of. However, because many goals are difficult to quantify, the longer the time span Strategic level The higher the target, the more ambiguous it is. At this time, the degree of achievement should be expressed in qualitative terms. On the one hand, it is required to specify the time for achieving the strategic objectives, and on the other hand, it is required to specify the characteristics of the work. The goal itself is a Motivating power , especially when the enterprise goals fully reflect the common interest When the strategic goals and personal goals are well combined, the enthusiasm and dedication of the organization members will be greatly stimulated. 
strategic target Since strategic goals are the embodiment of enterprise mission and function, on the one hand, all departments related to enterprise survival need goals; On the other hand, goals also depend on different strategies of individual enterprises. Therefore, the strategic objectives of the enterprise are diversified, including Economic objectives , including non economic goals; It includes both qualitative and quantitative objectives. Nevertheless, the areas in which each enterprise needs to set goals are the same, and the survival of all enterprises depends on the same factors. Peter Drucker put forward the objectives of eight key areas in his book Practice of Management:
(1) Market objectives: should indicate what the company hopes to achieve Market share Or position achieved in competition; (2) Technical improvement and development objectives: cognition and measures for improving and developing new products and providing new service contents;
(3) The goal of improving productivity: effectively measure the use of raw materials, and maximize the quantity and quality of products.
(4) Materials and Financial resources Objectives of the aspect: access to material and financial resources and their effective utilization; 
strategic target (6) The objectives of human resources: the acquisition, training and development of human resources, the training of managers and the exertion of their personal talents.
(7) The goal of giving full play to the enthusiasm of employees: measures such as incentives and rewards for employees.
（8） social responsibility Objective of the aspect: pay attention to the impact of the company on society. In his book Organization and Management, B. M. Gross summed up seven items of organizational goals:
(1) Interest satisfaction: the existence of an organization to meet any relevant organizational interests, needs, aspirations and requirements.
(2) The output of labor services or commodities: the products produced by the organization include labor services (tangible or intangible) commodities, whose quality and quantity can be in the form of money or materials Unit representation Come out. (3) Efficiency or profitability possibility: namely, input-output objectives, including efficiency, productivity, etc;
(4) Investment in organization and viability: organizational capacity includes the ability to exist and develop, depending on the amount of investment and investment Conversion process 。 (5) Resource mobilization: getting from the environment Scarce resource ； (6) Compliance with regulations;
(7) Rationality: satisfactory Behavior , including Technical rationality And management rationality, Generally speaking, the determination of strategic objectives needs to go through four specific steps: investigation and research, goal formulation, evaluation and demonstration, and goal determination.
In developing Enterprise strategic objectives Before Research Work. But in the process of determining strategic objectives, we must also review the research results that have been done, further collate and study, compare opportunities and threats, strengths and weaknesses, ourselves and rivals, enterprises and the environment, needs and resources, current and future, and clarify the relationship between them to lay a more reliable foundation for determining strategic objectives. The investigation and research must be carried out in an all-round way, but also highlight the key points. The research carried out to determine the strategy is different from other types of research emphasis Is the relationship between the enterprise and the external environment Future research And forecasts. The statement about the history and current situation of the enterprise itself is naturally useful, but it is useful for the strategy Objective Decision For example, the most critical information is the external environment that will determine the future of the enterprise. After careful investigation and study, we can begin to formulate strategic objectives. The formulation of strategic objectives generally needs to go through two stages: formulation of target direction and formulation of target level. First, the established strategy Business field Internal, based on the comprehensive consideration of external environment, needs and resources, Define goals Direction, through comprehensive measurement of existing capabilities, means and other conditions Strategic direction The level of activities to be carried out is also preliminarily stipulated, which forms the available Decision making options The target scheme of. The contents of the enterprise strategic objectives have been introduced previously. In the determination process, attention must be paid to the rationality And list the comprehensive arrangement order of each target. In addition, on the premise of meeting the actual needs, the number of goals should be reduced as far as possible. The general methods are: ① merge the goals of the category into one goal; ② hold subordinate objectives Attributed to the overall goal; ③ Sum by measurement, average or Process synthesis Function approach to form a single comprehensive goal. In the process of formulating goals, enterprise leaders should pay attention to giving full play to the role of staff and think tanks. According to the actual needs and possibilities, we should put forward as many target schemes as possible for comparison and optimization.
After the strategic objectives are formulated, it is necessary to organize various experts and relevant personnel to evaluate and demonstrate the proposed objectives and plans.
(1) The demonstration and evaluation should focus on whether the target defense line is correct. Focus on whether the proposed strategic objectives are in line with Enterprise spirit , whether it meets the overall interests and development needs of the enterprise, whether it meets the needs of the external environment and future development. (2) It is necessary to demonstrate and evaluate the feasibility of strategic objectives. The method of demonstration and evaluation is mainly to analyze the actual capacity of the enterprise according to the requirements of the goal, find out the gap between the goal and the current situation, and then analyze the measures to eliminate the gap. Moreover, appropriate calculations should be carried out and data should be used as far as possible. If the ways, capabilities and measures formulated are enough to ensure the elimination of this gap, then this goal is feasible. There is also a tendency to note that if the external environment and future changes Enterprise development It is more favorable, and the enterprise itself has ways to find more development channels, capabilities and measures, so it is necessary to consider improving the level of strategic objectives. (3) The degree of perfection of the proposed objectives shall be evaluated. Focus on: ① Whether the goal is clear. The so-called clear goal means that the goal should be single meaning, and there can only be one understanding, not polysemy; Multiple objectives must also be distinguished between primary and secondary; The responsibility for achieving goals must be able to be implemented; Achieving goals constraint condition Be as clear as possible; ② The content of the goal is coordination. If the content is inconsistent, the completion of one part of the indicators will inevitably sacrifice the other part of the indicators, then the target content will not be fully achieved; ③ Is there room for improvement. If people have put forward multiple target plans during evaluation and demonstration, such evaluation and demonstration should be properly carried out in comparison. Find out the advantages and disadvantages of each target scheme by comparing and weighing the advantages and disadvantages. The evaluation and demonstration process of the proposed goal is also the improvement process of the target scheme. Through evaluation and demonstration, we should find out the shortcomings of the target scheme and try to improve it. If it is found through evaluation and demonstration that the proposed goal is completely incorrect or impossible to achieve, it is necessary to go back and re formulate the goal, and then re evaluate and demonstrate.
When deciding on the target, we should pay attention to weighing each target scheme from the following three aspects: ① the correctness of the target direction; ② Expected degree of realization; ③ The size of the expected benefits. These three aspects should be considered comprehensively. Selected objectives, three aspects expected value Should be as big as possible. When making decisions about goals, we must also grasp the opportunity to make decisions. because strategic decision differ Tactical decision 。 Tactical target decision is often time pressed, with little room for maneuver, and strategic target decision Time pressure Relatively small. In decision-making Time issues On the one hand, we should avoid making rash decisions before the opportunities and difficulties are clear; On the other hand, we should not be indecisive and delay the opportunity. The four steps of determining strategic objectives, from investigation and research, goal formulation, evaluation and demonstration to goal determination, are closely combined. The work of the next step depends on the work of the previous step. When carrying out the work of the next step, if you find the shortcomings of the work of the previous step, or encounter the latest situation, you need to go back. Rework the previous step or steps.
Figure 1 Strategic objectives The most important decision of an enterprise when formulating strategic objectives is its relative position in the market, which often reflects the enterprise's competitive position 。 What the enterprise expects to achieve market position It should be the best market share , which requires target market , product or service distribution channel And so on. （1） Product objectives 。 include Portfolio , product line, product sales volume and sales volume; （2） Channel objectives 。 It includes the vertical channel target, i.e. the level of the channel, and the horizontal channel target, i.e. the same Channel members Quantity and Quality objectives 。 （3） Communication objectives 。 Including advertising Business promotion Budget and budget effect of activities such as. stay environmental change Aggravation market competition In the fierce society, it is inevitable that the concept of innovation is valued. As one of the strategic objectives of an enterprise, innovation always enables the enterprise to obtain vitality and vigor for survival and development. In every enterprise, there are basically three kinds of innovations: technological innovation Institutional innovation And management innovation. In order to set up innovation goals, Strategy formulation On the one hand, they must anticipate the innovations needed to achieve market goals, and on the other hand, they must technical progress Evaluate the development in various fields of the enterprise. (1) System innovation goal. With the continuous development of production, new Enterprise organization form The occurrence of. The goal of institutional innovation is to Resource allocation The change and innovation of the mode enable enterprises to adapt to the changing environment and market. （2） Technological innovation objectives 。 This goal will lead to new Production mode The introduction of "" includes tangible innovation goals such as raw materials, energy, equipment and products, as well as intangible goals such as the design of process procedures and the improvement of operation methods. Formulating technological innovation goals will promote the extensive and profound development of enterprises and even the entire economy. (3) Management innovation objectives. Management innovation involves business ideas organization structure 、 managerial style And means management model And so on. The main goal of management innovation is to try to design a set of rules and procedures to reduce transaction cost The establishment of this goal is the driving force for the continuous development of the enterprise. This is a basic goal of the enterprise, and the enterprise must obtain economic performance 。 As an enterprise's survival and development necessary condition And limiting factors Business performance The inspection of Risk reward Is also the whole enterprise and even the whole social development Of Source of funds 。 The achievement of the profit target depends on the enterprise's Resource allocation efficiency And utilization efficiency, including human resources, production resources Capital resources Input output target of. (1) Production resource target. Under normal circumstances, enterprises can make profits by improving the relationship between input and output. On the one hand, increase the output of each input unit; On the other hand, under the condition of constant unit output, the reduction of cost also means the decrease of profit.
(2) Human resources objectives. Human resource quality The improvement of productivity Can be improved, while reducing the Personnel mobility Costs incurred. Therefore, the strategic objectives of an enterprise should include improving the quality of human resources and establishing a sound interpersonal relationship Etc. (3) Capital resource objectives. To achieve the corporate profit target, it is also necessary to set various goals in terms of the source and application of funds. On the one hand, determine reasonable capital structure And minimize capital cost ； On the other hand, it gains profits through the operation of funds and assets. More and more modern enterprises have realized their responsibilities to users and society. On the one hand, enterprises must be responsible for the social impact caused by their own organizations; On the other hand, enterprises must also undertake to solve social problem Part of the responsibility. Enterprises are increasingly connected and pay attention to a good social image, not only to gain credibility for their own products or services, but also to promote the recognition of the organization itself. The social objectives of the enterprise reflect the contribution of the enterprise to society, such as environmental protection energy conservation Participate in social activities and support Social welfare And regional construction activities. (1) Public relations objectives. The focus of this goal is the corporate image. The construction of corporate culture is usually based on Public satisfaction And social popularity. (2) Society Responsibility objectives 。 It often refers to what enterprises should or may do when dealing with and solving social problems, such as environmental protection, community problems Public welfare undertakings The role and role played by the. (3) Government relations objectives. As taxpayers, enterprises support the operation of government institutions; At the same time, the government's restriction and guidance on enterprises is also obvious. Achieving this goal often brings intangible competitive edge 。 In practice, due to the different nature of enterprises Development stage Different strategies target system The key objectives in are also quite different. Strategic objectives at the same level must be prioritized. 
Figure 2 Strategic objectives From Figure As can be seen in 2 Corporate mission and Enterprise purpose To ensure the realization of the overall goal, it is necessary to decompose it layer by layer and specify the strategic goal of the guaranteed function; In other words, the overall strategic goal is the main goal of the enterprise, and the functional strategic goal is the guaranteed goal. 
strategic target strategy implementation It is the implementation of strategic planning to achieve the strategic objectives of the enterprise. After an enterprise has clearly defined its strategic objectives, it must focus on how to translate its implementation into actual behavior and ensure its realization. A successful strategic system cannot guarantee successful strategic implementation. There is always one thing to do (strategic implementation) rather than decide to do（ Strategy formulation ）It's much more difficult. The strategy implementation is a top-down Dynamic management Process. The so-called "top-down" mainly refers to that the strategic objectives are communicated to the middle and lower levels after reaching an agreement at the top of the company, and are broken down and implemented in various work. The so-called "dynamic" mainly means that in the process of strategy implementation, it is often necessary to "analyze decision execution feedback reanalysis decision again" Re execution ”Achieve strategic goals in the continuous cycle of. management strategy Before implementation, it is only on paper or in people's minds, while the implementation of enterprise strategy is the process of strategic management Action phase Therefore, it is more important than strategy formulation. There are four interrelated stages in the implementation of enterprise strategy. Strategic launch stage. At this stage, the leaders of the enterprise should study how to turn the ideal of the enterprise strategy into the actual action of most employees of the enterprise, and mobilize the enthusiasm of most employees to realize the new strategy Initiative , which requires business management Personnel and employees shall be trained to instill new ideas and concepts, put forward new slogans and concepts, and eliminate some problems that are not conducive to the implementation of the strategy old ideas And old ideas, so that most people gradually accept a new strategy. For a new strategy, quite a few people will have various doubts at the beginning of implementation, and a new strategy often introduces people to a new realm. If employees do not fully understand and understand the new strategy, it will not be fully supported and supported by most employees.
Therefore, the implementation of the strategy is a process to mobilize the employees. It is necessary to explain to the employees the opportunities and challenges brought to the enterprise by the changes in the internal and external environment of the enterprise, the disadvantages of the old strategy, the advantages and risks of the new strategy, so that most employees can understand the situation, recognize the necessity and urgency of implementing the strategy, build confidence, and dispel doubts, Work hard to realize the bright future of the new strategy. In the process of mobilizing employees, it is important to strive for the understanding and support of key strategic executives. Enterprise leaders should consider the understanding of institutions and personnel Adjustment problems First, remove the obstacles to the implementation of the strategy. strategic plan Phase. Break down the business strategy into several strategies implementation phase Each stage of strategy implementation is divided into phased objectives, corresponding to Policy measures , departmental strategies and corresponding policies, etc. To determine the phased objectives timetable It is necessary to make overall planning and overall arrangement for the phased objectives, and pay attention to the connection between the phases Objectives and policies It can be summarized, but the objectives and policies at the current stage should be as detailed as possible. For the first stage of strategy implementation, the new strategy should be well connected with the old strategy to reduce resistance and friction. The sub goals and plans for the first stage should be more specific and operational, and should be formulated Annual objectives , departmental strategies, policies, communication and other measures to make the strategy as specific as possible and become a business that can be operated by each department of the enterprise. Strategic operation stage. Enterprise Strategy The implementation and operation of sense of worth Read; The organizational structure of the enterprise; corporate culture ； Resource structure and allocation; Information communication ； Control and incentive system. Through these six factors, the strategy can really enter the daily life of the enterprise Production and operation activities To become institutionalized job content 。 Control and evaluation stage
Strategic control and Evaluation phase 。 If the strategy is practiced in a changing environment, the enterprise can only strengthen the Strategy implementation Process control and evaluation can adapt to environmental changes and complete Strategic tasks 。 This stage is mainly to establish control system, monitor performance and Evaluation deviation , control and correction of deviation. 
