Author: Bai Wangang Source: IT Times Time: 2004-8-12
As a president, he shoulder the heavy responsibility of the company's rise and fall, and the challenge is everywhere. Research companies are rampant, first of all, the presidents must be studied for what challenges, and when they face such challenges, he will take some way to deal with it.
In terms of fundamental, the challenges faced by the president come from the uncertainty of enterprises - how to coordinate enterprises and their uncertainty, how to find more business opportunities from uncertainties, to explore business survival and growth More possibilities are the most fundamental challenges of the president.
Such a challenge comes from seven aspects.
First, the most fundamental challenge of the president comes from how to realize the long-term growth of the company.
Any entrepreneur's most dreams is that companies have long growing. Long-term growth is a very strange and unbalanced thing. To a large extent, it is a miracle and is an accident. Not long, short-lived survival is inevitable. So why do you want long-term growth? Realize long-term growth, what is the cooperation do you want?
From the perspective of the company itself, long-term growth means that the cash flow is getting more and more stable. There is a growing sequence between the industries within the enterprise. The current growth of an industry will be at the end, and the growth period of another industry is just beginning, and the growth of the company is gradually ripening in a series of fluctuations.
In any case, the growth of the company has a experience curve. This curve shows that the initial growth is gentle, then the company grows after a period of accumulation, this curve will become a little higher. In the end, the curve will suddenly rise, that is, after the internal settlement of sufficient energy and experience, this curve begins to be steep. Then there has been some oscillations, which is that it is not suddenly fluctuating. All research proved that in subsequent pose curves, a company's life is easy to end, or it is also possible to become a hundred years of enterprises. All 100 years of enterprises are fluctuating, but the wavelength is long, and the undulating range is so large.
The challenge for the second company is the direction of development.
Here, it involves a question of many years in China: Specialization is also diverse.
We all know that before the supervision, legal environment, market order has not reached a height, the influence of diversified enterprises should be much larger, it penetrates like an octopus into various fields of economic life, if the company is enough Organization IQ to bring together, understand the information in these areas, and its adaptability will far exceed professional survival.
There are a variety of evidence that Chinese companies are currently facing in the business environment and political environment to support diversified development. Zhang Hongwei, the Oriental Group believes that China's policy will have some fluctuations every year. This will oscillate the original cycle of some industries, resulting in some new business opportunities. The main task of entrepreneurs is to seize such business opportunities to make it a real business opportunity.
Third Challenge: How to establish a competitive advantage.
We have found that long-term competitive advantage is that a series of attack waves formation, including some short-term advantages.
Short-term competitive advantage is a series of related or unrelated activities initiated by the company, and this series of activities constitutes a business in a longer competitive advantage. These activities are adopted by corporate strategy, and is implemented, which is undoubtedly the most surprising and confusing part of modern business activities. Although the strategists have tried to find out behind this complex group intelligence activity, how much driving power and way of acting, but most are futile.
If you must put this excavation, arrange, launch a series of activities, saying that it is a core competitiveness, it may be said that it is an organization of the organization, that is, this company can smartly draw energy from the surrounding business environment, build Its advantage. Perhaps we can see the best annotations of this situation from the case of Sohu's recovery, Zhang Yimou.
Fourth challenge: How to cultivate new markets and customers.
Entrepreneurship is a creative gambling process, it is difficult to say who will do better, and there is no chapter. But there is a certain basic principle: this is an entrepreneur and invisible market, the future humanity, and the future business behavior process.
In the previous market, Intel played the brand, but in fact it does not make sense, but Intel makes it meaningful, turned into a demand for the people and ordinary consumers. Then, such a business behavior in turn affects almost all of the business behavior of terminal computer assemblies.
Originally, the raw material has no significant impact on the decision of end consumers. DuPont puts a fiber raw material to a brand of Laika, which has become an important commodity. In the case of raw materials, even more important than terminal products, such a behavior will will affect the decision of the terminal consumers, and there is a new, invisible market.
SUNKIST is also the same example. It creates a brand through agricultural associations through agricultural associations. This brand will have a new market to create some of the original agricultural products and agricultural products with new Schöst brand.
The fifth challenge: How to assess the best opportunities for the market.
The best opportunity in the market, how is it is not extraordinary, it is just right to enter the market. In the market, there will always be two trends. One is the first advantage. First, the advantage is that enterprises will get some advantages first in a certain market, and it will be the mainstay, and the hegemony will live in this market. Another version is opposite to this, thinking that the company will come back to get better. Because this will get a so-called backward advantage. However, whether it is the first advantage, or the backward advantage, there is an important proposition. That is, the first entrant will pay very large consumer education costs, but will leave difficulty in abrasive in the minds of consumers. In addition, despite the relatively passive status, it can be used to integrate their market behavior, and it is possible to take advantage of their market behavior.
Another proposition that cannot be ignored is that the market is not the best opportunity. It is feasible to flush in and behind. But from another in its sense, the market will have a better opportunity to wait for your entry. Such a chance, there is no need to bear too much consumer education cost, and no very much power can be used to launch a market counterattack, defeating the pioneers, thus consolidating your status.
Only the best entry point is found to make the company's growth costs can be lowered to maintain fluctuations within the enterprise at a low level. Although in a high sense, when facing future growth and uncertainties, the business's operations will become like some test error.
However, returning to reality, there is a real, complete uncertain market, is very small. The market we face is still some definitive factors, how much or strong or weak signals show some characteristics of the market. How to identify the best market opportunities in such an environment, perhaps is very difficult, but it is necessary to make a determination to solve the challenge.
Sixth Challenge: Determining the best practices within the enterprise and outside.
How to apply some of the best management practices to the entire company, so that corporate management presents a new look and one of the challenges. In terms of the basis, there is no best practice within the enterprise, there is only the most appropriate practice: this practice contains a cultural meaning. For example, go to visit old employees, treat an employee that is injured in public injuries. In other words, if such a activity, such a culture or management behavior is promoted to the entire enterprise, it will have a healthy and positive effect on the future development of the enterprise. In addition, President also thinks about some of the best management practices, whether there is a symbolic meaning of management. For example, more open, more embarrassed, more combined with different thinking employees, etc. If there is some symbolic meaning in some management practices, then it is certain that it must be the best management practices we want to promote. At the same time, we must think about it. Some so-called best management practices will not shock and even shake our original management? If the answer is affirmative, then some promotion is to think twice.
Seventh challenge: How to win in the established market.
In reality, the most fundamental challenge is how to win in the established market, how to better sell existing products to existing consumers and exchange more cash. This is the most basic challenge for entrepreneurs.
In such a challenge, more entrepreneurs have chosen to escape, choose to do an updated market, choose to do new products, choose to take a multi-angle development, rather than put the existing market, Winning in the existing market. If you want to win from the existing market, in fact, the president is facing the real problem. "Is your business execution ability? Your business can perform some ideas, some ideas, some scenarios? And you can Get cash? In addition, your company can implement the established goals and plans to cultivate internal better human resources, internal system implementation capacity and internal resources? "If the answer is sure, then the president is grasped In the established market, it is certain.
As we have said, through the configuration of resources wins in the established market, and then cultivate and cultivate and develop and marketing skills in the corporate strategy, etc., in fact, the most fundamental test of the company. In other words, although this basic challenge is only 60 points, this 60 points take the whole of the company and entrepreneurs, even an embodiment of the company's comprehensive capabilities.
Therefore, even if many entrepreneurs can pass the six challenges in front, but the last challenge is still worried, and it is still a battle. why? Because this most basic challenge is in fact, it is a big review to enterprise capabilities. Only when these seven challenges have been completed, when the seven challenges bring to the president, we understand that the original entrepreneur is needed from soft to hard, integrated from your mind.
