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伴随着中国的改革开放,中国营销也迎来了三十而立。经过市场经济的洗礼,一大批企业在各个行业崭露头角,他们中的一些佼佼者在销量和品牌力上有了巨大的提升,甚至在与跨国公司的竞争中亦不落下风。更为重要的是,他们根植中国土壤,创造了中国特色的商业模式,我们不妨称这些企业为“成功企业群”。我们仔细研究后发现,“成功企业群”有一个最重要的共同特质:具备在外部和内部环境变化时进行进化(即战略转型)的能力。这种能力又可以进一步体现为:正确的思维模式、完善的产品线和强大的产品力、准确的市场定位、强大的品牌力、完善的渠道布局和强大的管理能力。为了揭开“成功企业群”成功的奥秘,帮助更多的中小企业加入这一群体,本刊特邀专家张戟,撰写“21世纪中国成功企业群”大型、深度系列研究专题,本期专题为此系列文章之终结篇“管理力篇”。至此,我们分别从商业模式、文化力、品牌力、领导力、渠道力、产品力、管理力等不同的维度全面揭示了“成功企业群”成功的奥秘。当然,“成功企业群”通常不仅仅具备上述某一方面的优势,而是几乎在所有方面表现优异(至少没有明显的短板),单点优势固然能保证企业在短期内表现出色,但只有系统优势才能确保基业长青。因此,对中国企业而言,跻身“成功企业群”是一项复杂的系统工程,来不得半点浮躁,唯有严格遵循企业发展规律,发自内心对消费者保持敬畏心态,才能在风浪中始终勇立潮头。
With China’s reform and opening up, China’s marketing also ushered in thirty. After a market economy baptism, a large number of enterprises emerge in various industries, some of them are outstanding in sales and brand strength has been greatly improved, even in the competition with multinational companies do not take the plunge. More importantly, they rooted their soil in China and created business models with Chinese characteristics. We may as well say these enterprises are “successful business groups.” After careful examination, we found that “successful business groups” have one of the most important common characteristics: the ability to make evolution (ie, strategic transformation) as external and internal environments change. This ability can be further reflected as: the right mode of thinking, a sound product line and strong product strength, accurate market positioning, a strong brand power, improve the channel layout and strong management capabilities. In order to uncover the mysteries of the success of “successful business groups” and help more SMEs to join this group, our journalist Zhang Ji has authored a series of large-scale and in-depth series of research topics on “Successful Business Groups in China in the 21st Century” This issue is the end of this series of articles “Management Power ”. At this point, we fully reveal the successful mysteries of “successful business group” from different dimensions such as business model, cultural power, brand power, leadership, channel power, product power and management power. Of course, “successful business groups” usually do more than just one of the above, but are performing well in almost all aspects (at least without obvious shortcomings). While a single point of advantage can guarantee a good performance in a short period of time, But only systematic advantages can ensure long-term development. Therefore, the Chinese enterprises, among the “successful business group” is a complex system engineering, not to the slightest impetuous, only strictly follow the law of enterprise development, from the heart to keep the mentality of consumers in order to storm Forever in the forefront.