Famous management seeks advice from expert Zhang Hongbo: Group kind enterprise a few kinds of typical strategy overall arrangement
Group company strategy and monomer company strategy are different, the administer below headquarters of a group is belonged to to count the operation mode of a molecular firm on constituent feature, many enterprises or industrial position are attributed on the strategy, realize the way of group whole strategy jointly. As economic development, the dimensions of Chinese enterprise expands ceaselessly, the operation mode of group company had had old practice, but from the point of strategic layout, and the directive framework with very clear neither one, the advisory experience with culmination China broading old basis and think, summary comes out pattern of 4 kinds of typical group strategy layout.
One, dimensions changes the strategy, typical company: Electric equipment of power of national electrified wire netting, division
The group of the first kind of type enterprise can be summed up change the strategy for dimensions, single industry is belonged to on the industry, through ceaseless amplification on the strategy operation reduces company operation cost, form the forestall on the market company. The pattern compares inside this for instance company of national electrified wire netting, the construction that major servicing is electrified wire netting, operation and attemper, enlarge operation in textural through countrywide layout. The 2nd organization structure of company of national electrified wire netting of the layer is each provincial power company, although company of each province power differs via camping ground region, but the business that pursues has extremely tall hasten same sex, respective constituent structure agrees basically also, drop what the organization that standardizes through height and operation mode will realize company cost ceaselessly, those who serve a level is ceaseless rise, the devoted innovation with ceaseless technology, in order to achieve the management goal of the enterprise.
Another famouser dimensions turns strategic company is division power electric equipment, division power electric equipment is the whole world to compare those who have a characteristic to control modelling company, the famousest is his carry a single air conditioning product, came true to enter 500 strong magical targets of world, this is in the whole world is peerless pioneering work. An enterprise especially Chinese enterprise a little scale became large one hind, often take diversity strategy with respect to unified exam Lv, enter disparate industry to make money namely, but division power electric equipment can is like a few years a day innovate ceaselessly in air conditioning domain, lead tide, and accomplish global develop a school of one's own, it is respectable really.
Dimensions changes constituent feature of the strategy to have his characteristic, headquarters belongs to operation headquarters basically, namely headquarters sets sectional structure according to business chain, accuse to go up in the canal headquarters pays attention to business canal to accuse, organize operation mode through ceaseless research, undertake be changinged subtly administrative in operation flow domain, the specific management work of directive subordinate enterprise, and the molecular firm that serves as inferior company, turn a production into the unit merely to finally.
2, the product changes the strategy in coordination, typical company: In food group
The product changes strategic group to have position basically in an industry chain in coordination, through mastering the core link of an industry, in control industrial chain other link, make these links have the strategic pattern of the service for core business.
The product changes the strategy to want attention to cooperate with above all in coordination one word, namely the sex of strategic distribution goal of the group is stronger, although involve different business field, but stronger associated sex is had between business, belong to basically around move core business segment will begin operation. We can discover a problem inside this, it is the product changes the strategy to must have business of a core in coordination, other business does service of form a complete set for this core business, and these business basically are belonged to same an industry, belong to the different business segment on same property catenary, we should remember these a few features, more typical if automobile industry is such, because automobile industry is representing the peak that industrialization makes, because this product form a complete set is special complex, industrial chain is longer also, but from large automobile group looks, no matter enter which business segment, it is to be truckload the factory does form a complete set to serve.
Home is stated in the strategy on the enterprise that belongs to an industry to change group strategy to compare a pattern in coordination is medium food group, food group regards a center as look forward to in, in the country endowment appoint return to to ending look forward to puts forward advocate below the requirement of course of study, the strategy that formulate states for: Product of diversity of domain of China's banner produce, food and service supplier, devote oneself to to make from field the company of oily food of food of entire industry catenary to table. Of catenary of this kind of entire industry stating the business module with the main grain in deciding is around move food spreads out, so what is the main link on catenary of this one industry? Be in in seminal business and deep treatment business are in the eye of grain, because in grain strategy thinks, link of these two core is the most crucial part that decides food health.
Needing those who cause us to notice is, group company is centered at core link in the may not on profit pattern, core link just controls the segment of whole industry catenary, may not is dimensions the link with the biggest, the most rich and generous profit, but it is the crucial and guttural thoroughfare in entering an industry for certain. For instance the seminal link dimensions in agriculture is compared commonly small, form much profit space hard, the profit that so seminal link generates is not medium the attention key of food group, controlling seminal segment is the key of competition ability of industry of group of the food in forming only.
Automobile industry also is such, truckload link also is not the domain with automobile industry the most rich and generous profit at present, the profit of component and dimensions should are more than far truckload link, but if do not have truckload this crucial link, component does not have a law to undertake competitive in industrial catenary at all, this namely the glamour location that the product changes the strategy in coordination.
3, the industry changes the strategy in coordination, typical company: Group of national beautiful group, Dishini, Wo Erma
The product changes business distribution of the strategy to be centered at the different business segment of same property chain in coordination, form the situation with interactive product, the purpose is to control whole industry chain, get thereby above quota product profit, this belongs to typical relevant diversity strategy. The industry changes business distribution of the strategy to belong to strategy of nonrelevant diversity industry in coordination, group interior industry sees each other from business attribute not relevant, but arrange in coordination through clever industry, formed prop up each other, primary and secondary the industry of clarity of trenchant, administrative levels is interactive the strategy.
We start a simple example nation beautiful group first, we know national beautiful electric equipment is belonged to retail model enterprise, but retail model what the enterprise holds to is small profits but quick turnover, it is the pattern that 0 benefit, negative benefit sells more even. But gain is so small, why are a lot of companies still willing to enter retail field? National beautiful group offerred the most immediate solution to us. Retail business has a crucial mode theory, namely Zhang period is academic. For instance sea Er electric equipment, a refrigerator that produces oneself sends store of national beautiful electric equipment to sell, there are deliver goods sheet and bill to come after 90 days settle accounts of national beautiful electric equipment, this 90 days are Zhang period. The issue came inside this, national beautiful electric equipment carries the scope effect bomb that exceeds low, sell this refrigerator inside 20 days went out, namely the shipment of national beautiful electric equipment period it is average 20 days. Arrive 90 days from 20 days in, the fund that electric equipment sells is with respect to precipitation on the account of national beautiful electric equipment, these money need not pay a minute of money interest, the issue that also need not consider reimbursement (come in ceaselessly with in a steady stream of running water means because of cash) . National beautiful electric equipment takes these money in those days go doing estate, besides electric equipment board piece, national beautiful group still has a real estate board piece, national beautiful real estate and roc embellish real estate. Be these originate the calm risk capital of retail domain, group of beauty allowing a country is in the market corner much land, got many profit, in retail cooperate with with the industry that special typical case formed between real estate the strategy.
Of national beautiful group " commerce + landed " mode
Of course what the industry of national beautiful group changes the strategy to do in coordination is more primary, the enterprise of the whole world knows now " retail industry + " strategic mode, not fresh also, and another cooperates with the industry what the strategy achieves perfection is company of movie and TV of Hollywood top class animation Dishini.
Specific summary rises, commercial pattern of Dishini is the commercial pattern theory that typical one fish takes more.
Will tell from core, dishini is overflow film-making build up in order to move, because ministry of this its movie career is the core of the company and front pilot door. In using American film-making commercialize mode outstandingly, OK and sufficient hair in digging new film to make outstanding sell dot and commercial promotion core. Film-making career ministry of Dishini carries sufficient commercial survey, the research, main element that investigates the film work that consumer likes, make film work for core with this thereby, compose builds animation image. According to commercial demand, dishini is in when making each movie, ask this film must want to have figure of two main animation and figure of 5 less important animation, satisfy commercialized requirement in future thereby. When figure of animation of the film that make, movie career ministry carries market research, center the element that most audience place loves, will attract an audience from the tiny segment such as color image, expression, disposition, movement, color of skin, bring thereby once the film is fair reflect the result with respect to start shooting of one artillery piece.
After waiting for new film heat to mirror, through many hype and promotion, the animation figure in the film has been audience place when take delight in talking about, film-making career ministry of Dishini gives consumer product career in time the department the figure authorization in film. All of us knows, light shows be money of very difficult gain by the film, especially a movie that makes meticulously needs to expend a large number of cost, heat sows time very finite, in competition of masses film market intense circumstance falls, although a film is successful heat is sowed, what reaping profit also is finite. Because of this effect that to make full use of the film creates, develop among them the commercial element of connotation, booth is smooth with reduce the cost that make, dishini accredit ministry of career of product of its subordinate consumer makes full use of the product figure in film. The animation figure figure that ministry of consumer product career sows the heat in film makes a toy, and accredit manages use animation figure of Dishini adequately on the other product such as dress, stationery, recreation, of utmost earn profit.
The 3rd administrative levels, dishini has 4 Dishini in global each district thematic park (the United States two, French Paris, Japanese Tokyo, Chinese Hong Kong, shanghai is the 6th is in build a project) . Dishini movie career ministry gives the animation figure authorization in the film at the same time enlighten person Buddhist nun Eden, dishinile is the project of thematic amuse oneself of core program park with this field, attract a tourist. The child of global each district can play field to Dishinile as an important desire. Everyday the person that global Dishinile should recieve the ten visiting amuse oneself that come from global each district field. This is insufficient still, dishinile made full use of field concept of omnibus consumption recreational, inside the park, hotel recreational, Dishini product sale, shop, the project such as recreation interweaves together, can make consumer makes full use of to promote consumption in the time inside garden, make Dishinile can maintain a higher gain level field thereby.
The last administrative levels, dishini is very considerate still think of, the child of global each district is not to the opportunity goes field to Dishinile amuse oneself, for this, medium career ministry of Dishini can organize make one's rounds to perform a group go to global each district troupe, satisfy those technically to cannot arrive the park goes Dishini the child of amuse oneself is close to Dishini the desire of figure figure. Everybody did not look down upon this Dishini global make one's rounds performs a group, make one's rounds of a year performs this group income a bit not as hypostatic as Dishinile garden is small. In addition, dishini's subordinate medium career ministry still owns the broadcast broadcasting station of 10 several directly under, can its broadcast accredit Dishini's work, the advertisement profit that brings thereby also is very impressive.
What the commercial pattern theory that the one fish of the company takes Dishini more depends on is the angle with commerce will begin film-making and figure development above all, at the same time more important is to pass headquarters to be opposite between each career ministries allocate effectively, produce effect of headquarters adjusting control. Those who carry department of 4 main causes is layer upon layer deliver, the benefit with the outstanding animation potential figure that Dishini can make movie career department digs disinter adequately to come, the fry batter in a thin layer that the interest mining of every time is pair of early days charge that make is thin, also be to what make every time profit is added thick, one fish eats more, brought up Dishini hundred years do not decline.
Of Dishini " one fish eats more " mode
4, cycle is right strong strategy, typical company: China profit group, answer star group, and write down Huang Bu group
Industry group of China and abroad are different, the industrial position of most China enterprise is not it is mode in coordination with the strategy, and look be like by a lot of come loose bit of composition, but this kind comes loose the strategic mode of bit of type looks be like random law, also have its own immanent logic actually.
The biggest risk that group sex enterprise encounters in outspread process is cash shedding risk, and the sort of taking no account of the industry is periodic, take no account of company cash to flow, the enterprise of blind dilate, with respect to meeting general each is in an industry to turn into the fierce tiger that the mouth gobbles up group cash reserve in a bank to flow into long-term business, also will gobble up what whole industry did not come finally to live opportunity.
When cycle asks to developing the strategy the group is choosing diversity professional work namely, besides should pay close attention to national policy to direct constantly and macroscopical economy grows besides situation, more the ready money that wants careful institute to choose a property sheds characteristic and the time point that cut this industry. The enterprise should have cash to shed a circumstance according to the group, discretion chooses group business combination, avoid to form many business to be in identical growing cycle, bring busy spare time not all circumstance.
Cycle manages two medium keys to nod to stressing group strategy to the strategy, it is to should choose to do correct business, namely according to group interior circumstance, according to the country macroscopical policy and industry grow cycle, the industry that the choice suits is entered, do the business that oneself fit; 2 it is to should choose right time, although some industries are very inviting, also wait for a reason as a result of outside ambient and national policy, regular meeting obtains larger growing space, but at present may not agrees with this group, once rushed enter, inevitable meeting brings huge capital black hole, not only the development of this industry has no way out, procrastinate possibly even break down whole group. In right time the choice does correct business, be cycle of industry of group sex industry the crucial question in the strategy.
Revive the Guo Anchang of the group creats in the choice train of thought of this one strategy made full use of when the enterprise is Caesarean, he made full use of the superexcellent turning point that national policy environment brings to the enterprise, hold water oneself 20 old since, the group owned the many business such as landed, steely, medicine, high-tech, investment early or late board piece, each business board piece cut in time when the country puts forward to revitalize relevant industry, enjoyed a country adequately the bonus with macroscopical fluctuant economic policy. Additional, quantum of output of the cash in the property that Guo Anchang chooses and cash throw a quantity to be able to poise basically, assured the financial policy with firm group, controlled financial risk, this sufficient also body reveals Shanghai book businessman slow and steady business style.
Of course, come from Hong Kong and writing down just of yellow Bu group is periodic the originator to developing the strategy, although spread all over each industries,invest with the property that marks Huang Bu, but Li Jiacheng is depended on super- strong policy is sensitive and deep to industrial itself understanding, used the strategic method with industrial cycle and complementary business very well, he would rather successive 10 years of jib, pie-eyed observation is worn the change that place of environment of outside policy, economy produces, gather the ready money in beginning at the same time, once the opportunity appears none hesitant decisive skill, be this kind of fine strategy quality, just brought up exceed strong battle array now with what write down yellow Bu group.
And write down Huang Bu to hold to following industries to set a principle:
1, the growing sex that industrial combination wants company of give attention to two or morethings and stability;
2, the balance that industrial combination wants profit of give attention to two or morethings and cash to flow;
3, the company that there should be manufacturing field already in industrial frame, want to have the company that serves a field again;
4, there should be company of the syntonic on development cycle already in industrial frame, also want to have the complementary company on development cycle;
5, every industrial board piece breed platform of a financing at least.
With what write down Huang Bu " cycle is right die type "
Because such industry sets the strategy, make and write down yellow Bu group manage carrying very dovish state all the time. Pass in experience 1997 crisis of southeast Asia banking, 2008 after global banking crisis, if the big wrist industry such as new world is more light,produce a group with the heavy strategic point that marks Huang Bu to be able to compare other Hong Kong all the time overshoot difficulty. Although every business in the industry appeared as a result of the reason of economic cycle,apparent fluctuation fluctuates, but from the point of whole, as a result of the mutual complement between each industries, be in all the time with the financial performance that notes whole of yellow Bu group dovish in the trend that rise.
Cycle emphasizes the complement that cash flows between each industries to developing the strategy, should have profit already not tall but the professional work that can produce stable ready money to flow, it is an enterprise so called " cash box " , want to have the industry of embellish of high risk, usury again, can bring the growth of bouncing type to the group, namely the enterprise is so called " money prong " . If cash box is overmuch, the high profit that in because cannot be obtained,taking economic cycle, the enterprise generates, also cannot make enterprise scale quickly big, lost continue to live the space of development. And if money prong is overmuch, once appear,judge error macroscopical perhaps economic policy is fluctuant, will bring a deathblow to the enterprise, chinese look forward to without number of this kind of case in history of course of study.
The talent that cycle asks to developing the strategy the group wants to one batch specializations pays close attention to all the time, the change that studies domain of macroscopical economic policy, industry domain happens, seasonable discovery offers the opportunity of the enterprise in policy and industry, provide information to the policymaker. Die because of the enterprise in those days for example dish and the heart swell group that causes industry to shake, its have a gross to study a group in the strategy of 80 people above in Shanghai headquarters, be a group ceaselessly buy recombine provide research. Heart swell also stipulated for strategic ministry what do surely is exterior 4 things, include: Begin research to environment of exterior and macroscopical economy and policy ceaselessly; Begin research to planning to enter industry field ceaselessly; Begin to this industry competitor ceaselessly dog research; Dog to draft and buying an enterprise to begin ceaselessly research. As a result of Delong the job with strategic excellent ministry is become if really, what just brought up catenary of De Longsan big industry is brilliant, after heart swell collapses as a result of the reason that entrusts conduct financial transactions, its subordinate high grade asset is fooled grab, and the strategic department staff of headquarters of quarter at Shanghai, also become the target of each company scramble.
Current, groups of a lot of civilian battalion industry can not reach such height, they are customary the intuition at using entrepreneur and sensitive, is not to use the professional research of professional to discover an opportunity, it is the force by oneself begins blind investment only. Say a fair word, the eye of these entrepreneur is accurate for the most part, depending on will in business circles feel for years climb roll hit practice and the information that must come with the association such as each passerby, often can ensure place chooses the accuracy of the industry. But of the opportunity that they appear to the outside and in-house actor inferior position match apparent attention to spend not tall, oversight the resource of oneself and ability, oversight the method of prospective strategy executive be born and method, can get the result of crave for greatness and success finally only.
