Determining the key to the success or failure of the company depends on the business ability, speed and willingness of the company.
"When golf, in order to see the position of the cave in Qingyuan, you should insert a benchmark. See the benchmark, you know the basic direction, but how to fight, strength, angle is completely grasp." Rank Technology Co., Ltd. Senior Vice President He Xiaohua talked about his understanding of "benchmark".
At present, the benchmark learning is still in the domestic business, domestic enterprises in the continuous exploration, as the following we can discuss the Hisense, Guanglian, Merry, Brocade, regardless of the high-level strategic decision of the enterprise, or the implementation of the middle Successful experience, there is also a lesson of failure, tasted the joy of breakout, and have passed some exploration detours.
Hisense's sleeper
In September 2001, when the Korean President of Samsung SDI was visited by Hisense TV factory, the following comments have been made to Hisense: Hisense has some sneakers in management, Samsung's TPI / TPM (all employee labor productivity innovation / All membership production preservation) is a good solution to communicate with each other. It is very polite, but it is the pain of Hisense. Like other state-owned enterprises, it is also difficult for Hisense at the time that Hisense's management data system is very weak, especially how to decompose a complicated data system, almost let Hisense hands have nothing.
"For example, I have to make a billion this year. Everyone often decomposes from production. Everyone wants to sell, reflects only to this. It has not been in-depth at the point of view of the president. To complete such a goal, what should I do? Things. If there is a quality problem? This is not directly reflected to the sales department. I didn't consider the efficiency problem, everything is almost the same. "The deputy director of the Hisense Group Management Department, responsible for the management of innovation and equipment supplied Ge Jun Deep experience.
At that time, Ge Jun worked in the R & D department, and he worked in the progress and cost of research and development. Although his department, he shouted the target every year, and all shouted, but it has not been broken down. In this way, what is his goal, but he doesn't have much awareness, and it does not know the intent of the superior. "For example, the idea of the president, what is the idea of leaders above, what he asked me to do. In order to complete his request, I let my people do what people do, the target awareness is not very strong. How to complete each month Sample, unopened part, what countermeasures should be taken next month, there is no tracking system from top to bottom. Similarly, due to the lack of data, the assessment is quite difficult. For example, everyone is doing, often said, my work Improved, improved, but what is improved, how much, no data support. "
At the end of November 2001, Hisense Group President Yu Shu's person in charge of various subsidiaries of Hisense, and made three days of investigation by Samsung SDI Shenzhen company, which touched very much. After returning, Yu Shun took the topic at the cadres' conference in the whole company, and the Hisense Group established the TPI / TPM management promotion leading group, and the TPI / TPM program was implemented in staged. The leadership team is responsible for the guidance, organizational training, and promoting the guidance, organizing training, and promoting the quality of work quality. Air Conduct is the first pilot unit that implements TPI / TPM.
However, when learning is to be implemented, some people of Hisense have an objection: Some people say that Hisense is doing consumer goods, but Samsung is not, but gives Hisense, the situation is different. Some people say that Samsung is an electronics industry. Hisense is a mechanical industry. Its approach to Hisense is not necessarily applicable.
"I don't seem to be worried, but the learning benchmark is to start from the beginning. Just like a child writing, don't I do it in the beginning, I can write my font." Ge Jun proposed My own different opinions, "So, when we started our leadership, it's like it, and then appeared, so that there is a atmosphere of a benchmark. The benchmate is learning this kind of thing, it is necessary to change, Samsung's operation Innovation, it has been in the past ten years before it begins with results. The key is to persevere. "Creating an atmosphere is really important to Hisense, it is very important, after all, some employees in Hisense have difficult to change due to mentality and concept, and there is from top to bottom. All. This makes Hisense feel hard to learn Samsung. The concept and mentality will be a big stumbling block.
What is the most impressed by the Ge Jun is that learning Samsung's first year, everyone shouted for a year, but did not really do it. "You let him do one, let him do it, I can do it. I can do this. Because you can't think of something, he doesn't do it." No way, Hisense tough, moved true, Kill the chicken to see the monkey. One example is that the Minister of Manufacturing of Hisense Air Conditioning Co., Ltd., in promoting business innovation, the countermeasures have written a lot, but Hisense leaders really go to check, see how he has implemented, but found that he has implemented very little . "He wrote only to give the superior leader, all day to figure out the flower stand, only to say nothing, he was dismissed." Ge Jun said, "In addition, we have made further exchanges with Samsung, dialogue, dialogue from Samsung Further support, for example, for consultants. At the same time, on the tracking efforts, the company asked the company asked the pilot to issue a report every month, see how it is, and give them specific requirements; another Aspect personally listen to Samsung expert's opinion. "
Ge Jun said, benefiting from Hisense to learn to learn from Samsung SDI Business Department. He has already begun to taste the sweetness. "Every day you must guide the non-structural problems such as how to operate, so I will not be annoying, which makes me adequate enough to find and capture business feelings." Ge Jun has A pleasure of liberation.
In fact, Samsung's SDI has encountered the same troubles with Hisense, but through operation innovation, it is necessary to strictly assess the test, after fine quantification management, it will come over. The most obvious typical is that Samsung is in China's Disease Production Factory - Shenzhen Samsung SDI has solid basic management because of the implementation of TPI / TPM, has obtained 11% of pure profit in 2001, which became the best in the whole industry. s company. Nowadays, Samsung exceeds Sony, now is the world.
The Samsung SDI has done it with the implementation of TPI / TPM business innovation. This makes Hisense, let Hisense excites: the same is manufacturing, Hisense is a photo object with Samsung SDI, with the experience of Samsung, creating pain, perhaps a day, a day, a day, in the same day It is big and strong worldwide.
Guanglian: How can you learn?
"In fact, an important premise of building a benchmark company is that you know what you learn? You need it is the best theme of your benchmark." Zhiwen Guang's saying and Hisense's sleeper Complex.
"Guanglian Group is doing the e-Work product. Like most technologies, how to mobilize and assess the enthusiasm of technicians, how to reflect who is better, Guanglian has not found satisfactory entry point. But this is The demand of Guanglian is also the lead of Guanglian to find a benchmark company. With this lead, I found HP because it has a solution that is needed. "
Chi Wen Guang has tried to take a tape. He uses high salary from HP to come to two people, doing senior managers in their company to create a major company style that is similar to HP. "The easiest thing to ask them, I can communicate and talk to them. In addition, they have enough experience to manage them directly, and can easily move HP's set of things." Zhao Wen Wide memories. These two senior managers have indeed managed HP, and they have brought it to their habits, but the results are not a matter. "Illustrate me to fail, in the form of HP management, so that we look beautiful, but they are similar to God, resulting in our management."
"Learn to learn good things, how can you learn. You must know what the truth is. To analyze why he wants to do this. HP requires salesperson before selling company products, technical support engineers should give users to introduce, write programs. After selling, technical support engineers should also be trained to users, and there is a problem to serve. In this way, HP is bundled with technical engineers and sales staff, allowing salespersons to reflect the value of engineers through the purchase of engineers.
"HP's set of rules is absolutely useful to HP, but if I don't understand the 'purchase time' in the inside, I can use it too much, and I may even go." Zhu Wen said, "So, I will follow HP's consultant, or friends in HP, in-depth communication, explore the process, especially key points and cause. It turns out this 'time', not the superior of the engineer, but sales staff buy. Sales staff I would like to do something for engineers. For example, four hours, it is equal to the engineer to sell four hours to the sales department. This time, the sales staff is a cost. So, the sales staff is very real, if your ability is not Strong, I don't buy your time. If you don't have much time a year, HP layoff, the first is you. This is invisible to learn from technical support, and motivate them to progress. "
In addition, in the benchmark learning, pay attention to a part or a certain point, is not wrong. But if you ignore the particularity of this link in the large environment, or the need to work with other links or processes may play a violation. Therefore, the absorption of the knowledge of the benchmark learning objects, and the identification and innovation capabilities of the company are also important.
Mi Rui: I didn't expect GE so fast.
About 5 years ago, when GE entered the Chinese medical electronics market, Mi Rui's main competitors in China were Philips. However, only 3 years have passed, GE has quickly entered the market, and the two of Mi Rui, Philip The market is about 20%, and the three-legged trend is formed.
As one of the largest medical electronic products in China, Merui has been committed to the development of high-tech medical electronics since 1991, and has launched a high-performance price ratio of high-performance price than three fields of monitoring, inspection and ultrasound. GE has been surprised by China. It is important to know that Mai Rui has used the first 5 years after the output value, from 1 billion to 2 billion to spend nearly 4 years! "Philips is very gentle in China '," they seem to be very high in short-term growth requirements for the market, but GE is different, why is their speed so fast? "This is very attractive to us." Sprinkle and Mysi Medical Electronics Vice President, Market Director, Vice President, "Merry is also in the rapid development stage, but the key is how fast you have, how to find the reference matter. In addition, the basic successful method is still the same. For example, our annual market share increases by 50%, I really want to see how others planned. GE's experience is a role in us. "For 3 years, GE has taken the high-end product route at China, and in the past two years passed M & A behavior It has gradually expanded to the low-end market, and at the same time, Merui also walked from the medium and low-end market. Sprinkling and saying that there are more and more opportunities to encounter. "Our local company is made greatly of small, and the details of the market are very good. But our lack is the strategic height. In the past, the Menrui's strategy is basically eaten, one piece, not from the top, causing us only Local experience has no overall experience. For example, before GE entered China, research on market potential is not that our domestic company can be compared, they have a deep study of the domestic medical electronics market. In this regard, we are in this area. In addition, In terms of distribution channels, there are many characteristics in the Chinese market. It is also very complicated. The experience of GE also proves that distribution approaches the various levels of sales, standard management, GE's concept is to make marketing as a standardized process, change marketing as art , Variable art is science, this is also the idea of our studies.
On the surface, Mi Rui is not studying to GE. "Our way to learn is a variety, such as hiring consultants, agents, and we also consciously collect this information, this industry is more transparent, so this information is easy." But How can I learn the essence, not a fur? The principle of Mi Rui is that the first, the product cannot be poor than the GE. Second, the core team cannot be better than him. Third, agents also have to be almost horizontal. "Only in this way, we can guarantee that it is true. In fact, GE is also studying why we can do the middle and low-ends so good. We don't hide it at all. GE's network is not we big, Miry has 27 do things At our sales person, our sales staff is half of them, and our per capita sales are half of them, but if GE, if we are like us, you can't support it. "
Brocade: Let Oracle get more
In general, there are three kinds of benchmarks. First, learn from the company that doesn't matter to you, the other is to learn your upper and downstream companies, and the third is to learn your competitors. It is the smallest business that has not been related to himself, but it is the greatest when it takes it. It is the most difficult to learn from the competitors. But after you take over, you can use it, it can be used, it is very convenient; and learning from upstream, its difficulty and usability are between the top.
From the operation level, the above downstream enterprises are most easily optimistic for learning. Hisense is like this, Shanghai Boke Consulting Co., Ltd. is also the case. Just, on the way of learning the benchmark, Boo has left the point.
The object of the Bok benchmark is Oracle. Because Oracle is very professional, very detailed, the skills, and Boo want to get the hand when you implement and investigate and investigate with our customers. But for a long time, Boo is secretly learning Oracle, because Boo's original positioning is the development and service provider of software products. Obviously, this positioning is conflict with oracle, Oracle is also a software product development and service provider. "Brocade needs to retrudge yourself." Vice President and Market Director and Market Director of Boo also remembered the new, "At that time, we have a gap between domestic brands and the entire sales, but we have a gap with friends and Kingdee, but we don't want Living in this position. From this perspective, they are our greatest competitor. And Oracle is not our competitors, we can treat him as partners. "
In this way, in order to avoid collision with Oracle, and learn from Oracle to what you want, Boo has made your own positioning to the information provider of information scheme, and choose what they need for customers. .
"Enterprise is a profound animal, let the benchmark company you really teach you, what value can you bring?" Fu Yongyi see blood, "now this business society, the enemy on the mall, others will guard you. If it is the mall Friends, others will definitely help you. Just like Bo, we must let Oracle help us, teach us, what we need to do is, let Oracle get more through Bok. "
Under the traction of this kind of thought, Boo consciously studies Oracle, find where Oracle can cooperate, even make up for some Oracle's possible ability. The results found that Boo's cost-effectiveness of customer service, especially if there is a cost advantage, it is Oracle that cannot be done.
Oracle's core is to develop in software, service is his burden. For example, Oracle provides information, his many consultants, he will not customize many Chinese people like to watch reports, this kind of preferences are not enough, not to say that he doesn't know, it is possible that he will not go Grasping, but this is also a reason why users are very important for product satisfaction. In this way, Boo fills the short board on Oracle, and then, Boke also sells their software for Oracle, helping them to develop the market. This kind of spirit naturally makes Oracle hearts.
Of course, Boo serves Oracle's customers, and you can increase your own profits and improve your market share. "Because I am consistent with Oracle, if he doesn't teach me, how do he go with his opponent IBM with SAP with SAP?" Fu Yong bluntly
"Like SAP and IBM is also the benchmark of Bok, we pay more attention to some things from SAP competitors, but it feels more difficult. Because we have no complement to him, he taught me. He is our enemy, How can he teach me?
"But don't choose the most sensitive or most complex topics you face with your business, but to choose the problem you need to solve." Fu Yong said, "product development and service providers like we do software, product development We are definitely not to develop this piece of Oracle, think about it, because we can come over? Can't come. "
When Oracle sells software, it is fully customized for customers. For example, an item of Oracle's Roless, may sell tens of millions, or even a few billion. This project Oracle may send one hundred consultants to go in, so that it can be made very detailed. But if Boo does not resign, it is entirely, even the Rolls Royce project, but Chinese users can consume. Like a Rolls-Royce also sells so high prices in China. Therefore, Bok will provide 80% of the general functionality to 80% of customers in accordance with the modes you have learned in accordance with the customer you have learned from the customer, allowing the user to be 20% in need of the user. Because Chinese companies are not mature, they are in a more basic stage. The more basic management of the company, the more common things, the Boo refines the general demand. Then, give the general demand to the customer and let customers see their availability.
"If the customer still has a personality requirement, I use Oracle to customize your personalization, this cost is much lower." Fu Yong said, "this idea, we are in Oracle We have done a successful promotion. "
"Look for the benchmark, this benchmark should be established by the market mechanism, rather than the administrative means to set the benchmark." Professor Sun Selected Professor Sun Sega, the executive vice president of the China University of Political Science and Law, "But not to ignore, you deal with you Organize thoroughly, comprehensive understanding, thus carefully selecting what you want to learn, that is, in line with the subject of the benchmark you need. Blindly carrying a benchmark learning activity is a behavior that any business should be avoided. "
Be overridden
There is no endless pattern in the development of enterprises, and you need to constantly negate yourself and seek innovation. Because with the development of the market and the company itself, a standard that has been determined in the past, or a benchmark that may be learning in the past, to a certain time, will definitely be surpassed.
In a sense, the initiator of the benchmark, the continuous success of American Xerox, is the result of he is not allowed to exceed the benchmark. Because Xerox is using the pre-test of the benchmark learning, there is no problem in the technique without problems, but it is raised by the Japanese copier. Shi is going to find the reason for the success of the opponent, see how people do it, think while learning, make up for the gap. In this way, Xerox is constantly pushing to the top peak.
However, the determination of the new benchmark rules does not necessarily abort the previous. "The appearance of the new benchmark, its 'new' on the problem that the 'new' can solve the problem in the previous benchmark rules, and the new benchmark rules can be solved. The previous solution is a good problem, the new benchmark rules can be solved, this There is a new value. "Sun Selected.
"But no matter how it is, it is the key to the success or failure of the company, depending on the company's learning ability, speed and willingness. Therefore, the benchmark learning movement of the company will not terminate, but recycled." Experience the payment of the value of the benchmark is also thinking, preparing to find new benchmark learning objects on other key points involved in the improvement or improvement of Boo performance.
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Why don't they learn to learn?
There is a sentence in China, "" The power of the example is endless ". It is a benchmark study in the modern management concept. However, some companies are still "walking their own way", why do they have no benchmarks?
1. Can't learn. From the current actual situation of domestic enterprises, the gap between management, marketing, human resources, funds, etc., and multinational companies are too large. Although they have a long history, they are a very good study indicator, but most young Chinese companies can't learn, just better than a young man who wants to learn a mature and stable manager is unlikely.
2. No learning goals. Some domestic special industries have only had to take their own path because it is difficult to find competition companies in the same type of business business.
3. The goals are not clear. From the actual situation, many Chinese companies choose to choose the benchmark enterprise, if you learn China's company, choose Haier, Lenovo, if you learn abroad, choose GE, IBM. However, the actual thing that actually learned is not in line with the actual situation of the company, and the final result is often four unlikely. 4. I don't know what I have to learn. Many companies see that others are playing the flag to make a benchmark learning, so they blindly follow up, rather than first find their strength and problem, and a targeted choice learning goal.
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Trimer learning three types
Types of
Internal benchmark
Competitive benchmark learning
Functional (general-purpose) benchmark
definition
Engage similar activities in different locations, departments, work units, and state
Direct competitor of the same customer base
Item being identified as an organization with the most advanced product / service / process
example
1. Comparison of Xerox and Fuji operations
2. Marketing strategy in different departments
Canon
2. Kodak
1. The follow-up of the shipping
(FedEx)
2. Customer service
(American general)
advantage
Information is usually easy to collect
2. For diversified excellent companies, it is good to achieve
1. Information-seeking business operation
2. Practice / technology can be compared
3. A number of more information is collected
1. It is very likely to find an innovative practice
2. Technology / practice can be transferred
3. Professional network development
4. Can be exposed to the relevant database
5. Stimulating results
Disadvantage
Visor stenosis
2. Internal prejudice
1. Data collection is more difficult
2. Moral topic
3. Hostactive attitude
1. Some practices are difficult to move to different environments
2. Some information cannot be converted
3. The time-consuming Author: Huang Source forward: "Manager"
