All copyright retain Lu_YI_Ming@sina.com2003.9-2004.3 (third edition)
Summarize some management experience, experience and ideas, and write it out to make a solution or daily review company to take a look.
First, dynamic balance and development
The enthusiasm of the company, the first round of opportunities, in the face of the continuous occurrence of the business, the operator's ideas will have a lot of changes, and it will find that the company can lead the company's fading and even collapsed factors and the problems continue.
The company's operation is a collaborative operation in many links. It is summarized, which is to coordinate partners or investors and operators, operational funds, understand consumers and their needs, and understand market sales models. And channels, organize manpower, design and development products, production products, promote promotion and sales, processing harvest and incentives.
Any one in the above links If the idea is wrong, it is not good or there is no problem, it will become the bottleneck of the company's overall operation, affect the total traffic of the company's business, reduce the total income, and make other links exhibit relatively high cost Low efficiency. Take a company's long-term operation to maintain dynamic balance.
The company's continued development is based on existing dynamic balance (without dynamic balance, it can only be a battle in the back of the reality, and most of the tragedy ends), clear direction, and enhance each link in turn. The direction is wrong, eventually white. There is no right in the order of the link, and there are too many detours, it is very likely that the opportunity to abandon.
Second, the company's operations
1. Government, Policy Law and International Trade
The government is always the most powerful force - the domestic situation is particularly, any company, technology, funds, genius and other power are not worth mentioning in front of him. The government's related laws and regulations have been introduced, and the industrial policy announcement and its implementation, industry standard development promulgation, market access licenses, etc. It is the original promotion of industry changes - although sometimes there is no immediate effect, this is the future of the industry Recognizing and launched the company's development opportunities for many years, and often the beginning of the market reshuffle. Many policy research institutions (some are the public research reports of government think tanks) can have early forecasts. The company's main operators should have a considerable emphasis on this. The greater the company, the more it should pay attention to it. Can participate in government-related work (such as industry standards) should be one of the major objectives of the company's business. Small companies who do not study government policies should study large companies' development strategies - relative influence is also huge.
Policy laws in industrial and commercial, taxation, employment, insurance, etc., as far as possible, follow the management organs to maintain a certain good relationship and communication network, refer to the standards and practices of many other companies. This is the necessary conditions for the company's operation, development, but not the main direction. For a long time, some of the company to save money in these areas is likely to be lost. If the operator puts in this regard, it will also have a loss too much.
Trade Globalization has progressed considerable extent, and the cost of multinational trade has decreased sharply. Now any industry production chain has little to participate in multinational trading. In various countries, market development, product sales, research and development, production procurement, etc. It is already necessary to consider, multinational companies (not necessarily a world big company), must also face. Language, cultural differences will be the main obstacle to international trade in the country within a significant long time, and the guns are striking, and the temporary buddha is basically useless, especially when there is one day company operator leads the team and multinational competitors to launch a comprehensive confrontation Or when working.
2. Partnership with people
The establishment of the company is not necessarily to find other partners - legal requirements is the joint. Single, family, partnership, investor plus general manager can develop into a good company. The partnership in this article refers to the partnership control, and jointly responsible for the core management team of daily operations.
If a person recognizes that he doesn't work, you have to think about a partnership. There are three basic conditions of the partnership, one is long-term understanding of each other, it is very good for people; the second is that the participants have clear understanding, positioning and grasp the ability for decades, and have some setbacks. With the same harvest, and the development direction; the third is to think that the other's strengths can make up for their shortcomings, and it is not too much not much. If a person feels that he is still unprinted or wants to add his insufficient, then go to work, don't consider the partnership company. Those who have the same skill should make a fan association rather than a partnership. People with only funds are best not to come - even if they do not hold, do not participate in daily business decisions, should cooperate in credit borrowing. How many years of company want to do for the company, you have to find some partners who can cooperate with themselves. It is not less than looking for a long-term partner to find a marriage object. The long-term partnership is similar to divorce. The premise of maintaining a good partnership is not afraid of the girro - each other after divorce, although a bit of a bit.
After the partnership, it is like getting married. It should be a eye, close one eye, close to each other, less than the chicken machine, not to solve the problem and fire, try to understand other parties, unity is the first - not financial statements. Of course, some fires, some grievances can only be sent internally, and other partners should bear. The biggest harvest of long-term partners is trust, understanding and tolerance, rather than enterprise scale or financial benefits. The comprehensive harvest of everyone in a long-term partnership in cooperation may be much greater than the original expectation.
After running a few years, the company (whether it is a single or family), it is almost impossible to transform into a partnership. Unless it is a company merger, it is also slightly likely to develop a good partner on the basis of mergers. There are some examples of their respective development after a long-term partnership.
Family marital status, the processing of major setbacks is an important factor in considering a partner.
3. Coordinate investors and operators
If it is a strategic investor holding, the strategic investor's management of operators can be extended as the core management of the parent company (or the Supreme Board), the essence is part of internal management, coordinated in the overall management operation of the head office or group company. The business objectives, plans and implementations of the company operators are subject to overall. The problems and risks in operation should promptly notify the head office in order to global consideration - especially when the company is a link in the large industry chain.
If it is a capital manager holding, work hard to run a good financial statement, and pay attention to the process of funding to experience the strict audit.
If "Grandpa" is numerous, each has the requirements of the idea; or the investors will be a mess, the company operator is good. This kind of company is not long, and there is not much consideration.
4. Target, planning and implementation
If the operator does not go to the target or where to go, then it is closed or resigned. The business objectives are essentially the overall understanding, analysis and grasp of various issues, various issues in a business cycle. Commands the company's parties to report department target programs and then summarize the overall target plan is the simplest revelation method of the operator's heart deficiency and brain blank - no matter how high the ideal or professional specialties, the recurrence of the target can result in More harsh.
The plan is to solve the problem of how the target is implemented, the essence is the decomposition and responsibility of the goal. The preparation plan is the first revision of the target. The plan for the responsible person who is subject to the target is a workability and achievable plan. The main content of the plan should be the prevention and processing of difficult risks to ensure the implementation of the goal, not work schedule. The important content of the plan of the main business is how to help, supervise, and adjust the management personnel to achieve their plans. The bureaucrats are generally severe companies with only subsequent plans without superiors, and bureaucratically the most serious company requires each linear employee to formulate a detailed plan. The preparation and implementation of the plan is the main indicator for the management of management.
Companies that are simply waiting for opportunities, this is another form of "dinner", essentially the company operator's evolution and development of the industry, the lack of in-depth understanding and analysis, or even know There is no active guidance to a certain depth. Most of the companies that "eat" disappeared in a few large "drought flood" years or market consumption changes. Such a large number of years of the company have emerged in a year, and the annual disappearance of the year. 5. Operation funds
In the present society, the fund circulation is the lifeline survived. How to pay attention to it at this point - many of the color of the company's business is the cause. The fund circulation is the guarantee of the survival of the company, but it is not the direction of enterprise development. The increase in the net assets of the company, the increase in capital flow is the result of the company's development rather than the reason. For the company's short-term business strategy, fund operation is the goal; but for long-term strategies, the funds are only tools.
If there is no credibility, it is difficult to expect the company to develop smoothly - starting from the founding company. The negative error error when the funds is determined, and the number of losses in the financial statements can make a major strike over confidence. The fund budget is the basis of the company's other links, the department's work plan, serving the balance of the company's overall plan. The fund budget should be regularly adjusted to adapt to the changes in business conditions. When the company has major problems, various analytical methods, measuring indicators are unclear when the problem is severned, and the financial resiliency is the final analysis method, measuring the indicator.
The financial department is the management tool, and the financial department is developed) accounting system is the accounting method. It does not understand the accounting system. It does not understand accounting subjects, and it does not understand the financial statements (not simple view count) company operators' management. The level will not exceed the company's accounting personnel or financial supervisor - otherwise it is to give the tax bureau, audit office find trouble, such managers maintain the long-term risk of the company's capital cycle - of course the risk of the company's survival It is also very big. Internal people manage finances require a considerable degree of transparent mechanism. Reduce the number of accounts rather than increasing an important goal that should be financial management. The management team's question and understanding of financial operations, which leads to untrustworthies that the long-term core cohesiveness is the greatest threat and destructive power - especially when the funds have occurred, the company has short running time, this is the collapse, this Family companies have natural advantages.
Introduction to internal management, costing is the company's forever pursuit. Reducing costs are the only means of survival and profit in the market income. Decreasing costs should cover all links. The essence of reducing cost is an improvement in management. The management of supporting management is not in place, and the cost of reducing cost will lead to a large risk of company operation, which further increases management costs, and it is likely to take a greater cost to make up for the cost. Reducing cost is the target of management rather than means, during the management process, the direct excessive requirements of reducing cost will be enthusiastic on the work of the management personnel - in the absence of management level, it is for them. "Ready to work overtime". For products that have been running to maturity, reduce product prices after the cost is to increase product competitiveness, expand the main way of selling, from this perspective, is management and efficiency.
The company should try to avoid the shortage of funds - not referring to flash, including liquidity and fixed asset investment funds. Although this may be a violation of the currency financial theory, it is possible to achieve a single company. There is a problem with the shortage of funds, and there is an indirect financing (to bank or private loans), direct financing (private fundraising, public issuance stock or bond listing). No matter which method, it is very troublesome, it is very difficult, and the cost is not small. There is no preparation, the company operator or the financial executive personnel should establish a good pipeline to prepare for the unnecessary - the company's decades of business is difficult to encounter the shortage of funds.
The issuance of stocks are listed as part of the operational funds, it is best not to be the goal of the company - unless it is nothing to say unless the capital manager is holding it. The launch of the issued stock market is borrowing money, the short-term change in long-term revenue (the future income will be diluted). If you really face serious shortage of liquidity, or a major investment project, it is okay to apply for public launch. If the company does not have a significant fund shortage, the stock market is listed. In addition to producing major expenses, it is possible to be suspected of being doubtful to the truth of the operation - whether it is necessary to prepare a little money and run away. If you rely on stocks to promote standardized management, it is purely 掰, it is a clear self-playing mouth, allowing government regulatory agencies, brokers, investors to supervise, improve their own management, just like a student can't learn non- To find a school to spend money, please ask the teacher to supervise the reprimand to learn well, fundamentally inverted. If the stock market is in order to intend to participate in the operation of the capital market, the operator is to gamble at your own company - there is no deep capital market to operate strength, experience, and background and rush to enter. Correlation management of funds obtained by issuing stocks without clarifying funds will bring huge interference and heavy burden to the original corporate operation management. During the company's business process, if other people happen, the essence of the acquisition, the essence - no matter how the business is speaking - is the operator to recognize the company's operation failure, transferred to the company's operation lead (although it may be allowed to stay in the same time); The operator handed the future fate to others to grasp - except for active partners.
If the owner of the company is separated from the operator, the operator takes a huge effort to balance the company's conflicts between future investment and the owner's short-term income. If the owner of the company is mainly strategic investors - thinking that the company's future development and short-term benefits are equally important, the situation is better; if the owner of the company is mainly a capital manager - only cares about the good financial statements, that is The sorrow of the operator.
6. Understand consumer demand, products and opponents
Product Design: Do not understand the needs of consumers, do not design a good product; do not understand the needs of most consumers, it is difficult to design large products, and do not understand the changes in consumer demand. Can't design the leading market. The product.
Product sales: Do not understand the needs of consumers, there is no way to explain the advantages and strengths of our products; do not understand the demand for most consumers, it is difficult to estimate sales; do not understand the changes in consumer demand, can only sell Outdated product.
If the product designer is not deep, the product design experience is not rich, it is difficult to understand the needs of consumers, others don't mention. If the product market sales personnel are not in place, the product design experience is not rich, it is difficult to conduct in-depth market demand investigation, analysis.
When the company starts, or when it continues to develop from a dynamic balance state, understanding consumers and their needs and understanding of new technologies is the first step in the entire action.
If the company is not in place, consumers and their needs are not in place, so they can only count on the consciousness and personal abilities of the product design person in charge and market sales, and wait for product design and market sales to verify; If the technical masters of the design person in charge and the market sales, consumers and their needs are not in place, so they can only count on the consciousness of the first-line developers and the first-line market sales staff, and only waiting for product design. Verified with market sales, the results can be known - even if this process has a perfect internal rules and regulations. Therefore, the company operators who have a strong ability, if his decision is implemented, understand the analysis of the problem, and the personal will force does not implement the final consumers, even if there is a perfect internal rules and regulations, A vain. For the company's overall operation, this is the beginning of major operating risks - it is likely to start in accordance with normal steps.
The company's main operators are in place, and after understanding consumers and their needs, the subsequent implementation process can have product / project managers, to undertake the ideas and understandings of major operators, and are subject to refine, in-depth and realization. Therefore, the essence of product / project managers is a management method of the team that is the team brought by himself. If the main operator does not bring the team, but in the company's hard promotion of the product / project manager system, it will designate candidates, or recruit airborne troops. The conflict of management and operation is constantly - the relationship between the board and general manager is still troublesome. There are performances, so you will continue to change people. In some cases, there will be short-term appropriate candidates, and make some performance, but the long-term upper and lower levels are not understood, and the contradiction between the uncoordinated contradictions will break out one day, and it is possible that the product / project manager goes out another hive, Make similar products to kill the carrier, giving pressure and risks caused by the original company. In terms of related links, the importance of the sales channel (or network) is ignored to the in-depth understanding of the demand for the final consumer, which is a short-term (short-term product, short-term project) practice, long-term operation will have a lot of risks.
7. Understand the market sales model and channel
This article sells through the dealer / agent and contacts direct sales through customers (large customers) to sell through channels.
For the sales model and channel understanding, the level is a very important factor that the product design is started, and it is also an important part of the overall operation plan of the product. Whether the market is mature to determine the cost of promotion of product promotion. Whether the sales channel is smooth to determine the sales and sales costs of the product. The price of the customer is determined by the price of the product (or the previous version). Without understanding market sales models and channels, or simply understand but no ability to grasp the ability, rushing to start product design, but it is very likely that it can not be sold, and the results are often sold before the product is sold for funds. Cycling breaks or the product operation team is removed.
Different products have different customer markets, there are different sales models and channels. The competition for sales channels is the main battlefield, the sales channel, the sales channel's understanding of the product and the propaganda of the propaganda will have a lot of impact on customers. For some product / project markets with low levels, the establishment and maintenance of sales channels is the lifeline of product / project survival. The personal credit of the main operator, the establishment and maintenance of personal charm on sales channels is very large.
The establishment of sales channels is generally short - this is a lot of product technology designers do not expect, and the cost of establishing is high. The maintenance cost of sales channels (not product sales costs) is generally much smaller than the establishment cost, the company's own good funding conditions and good products will promote the stability of sales channels. The sales channel of mature products will also change, the changes of dealers / agents themselves, the changes in the key person in charge of customers, the contract expire, the company's own key sales personnel may lead to changes in sales channels - this Often the survival and expansion of other competitive products.
