企業戰略管理(powerpoint)本科生版(編輯修改稿)

　

【文章內容簡介】 內外環境作用價值，初步了解資源觀、能力觀、 制度觀等理論背景和環境分析最新理論發展 , 并 掌握運用環境分析工具 — SWOT分析、波特分析模 型、六力互動模型、內部資源定位等。 具體目標 ? 環境戰略互動框架 ? 內部條件決定論 ? 外部環境影響論 ? 環境分析工具 Prof. Wei Jiang Stra. Mgt 54 內部環境 — 組織結構 — 組織文化 — 戰略資源 — 組織能力 外部環境 — 社會環境 — 特殊環境 （任務環境） — 行業分析 優勢與劣勢 機會與威脅 業務和戰略的確定 Prof. Wei Jiang Stra. Mgt 55 組織外部 主 觀 解 釋 客 觀 資 源 組織外部 市場 :進入障礙、行業 集中、產品差異 資源 :有形資產 亞文化 :知識、信念、形象 龐文化 :信譽、認知、成敗 行 業 范 圍 響 應 企 業 戰 略 構 思 資源分配 成敗界定 資源分配 資源分配 Prof. Wei Jiang Stra. Mgt 56 機遇總是垂青有準備的人！ ? 優勢和劣勢的相對性和可轉化性 ? 機遇與威脅的相對性和可轉化性 內因是根本；外因是條件 Prof. Wei Jiang Stra. Mgt 57 Organizational purpose ? Mission ? Objectives Corporate governance ? Whom should the organization serve? ?How should purposes be determined? Business ethics ? Which purposes should be prioritized? ? Why? Stakeholders ? Whom does the organization serve? Cultural context ? Which purposes are prioritized? ? Why? Resources and Strategic assets Competencies and Capabilities Prof. Wei Jiang Stra. Mgt 58 Prof. Wei Jiang Stra. Mgt 59 Assess the nature of the environment Audit environmental influences Identify key petitive forces Identify petitive position Identify key opportunities and threats Strategic position Prof. Wei Jiang Stra. Mgt 60 Simple static Dynamic Complex ? Historical Analysis ? Forecasting ?Decentralization of organization ?Decentralization of organization ? Scenario planning Environmental Condition Prof. Wei Jiang Stra. Mgt 61 ? What environmental factors are affecting the organization? ? Which of these are the most important at present time? In next year? Political/legal ? Monopolies legislation ? Environmental protection laws ? Taxation policy ? Foreign trade regulation ? Employment law ? Government stability Sociocultural factors ? Population demographics ? Ine distribution ? Social mobility ? Lifestyle changes ? Attitudes to work and leisure ? Consumerism ? Levels of education Economic factors ? Business cycles ? GDP trends ? Interest rates ? Money supply ? Inflation ? Unemployment ? Disposable ine ? Energy availability and cost Technological ? Government spending on research ? Government and industry focus on technological effort ? New discoveries/development ? Speed of technology transfer ? Rates of obsolescence Prof. Wei Jiang Stra. Mgt 62 風險且高收益 風險和低收益 穩定且高收益 穩定且低收益 高 進入障礙 低 高 退出 障礙 低 進入障礙：規模經濟、產品差異性、資本需求、 轉移成本、促銷渠道、政府政策 退出障礙：資產專一性、內部戰略關系、情感 障礙、政府和社會制約 Prof. Wei Jiang Stra. Mgt 63 Global Strategy ? Trade policy ? Technical standard ? Host government policies ? Scale economics ? Sourcing efficiency ? Country specific cost ? High product Development cost ? Interdependence ? Competitors global ? High ex/imports ? Similar customer need ? Global customers ? Transferable mkting Global c mpetition Global market convergence Prof. Wei Jiang Stra. Mgt 64 Prof. Wei Jiang Stra. Mgt 65 Procedures ? Identifying the key changes in the organization’s environment (no more than 78 points) ? Identifying the key variables in terms of the resource profile and petences of the organization (8 ps) ? Illustrating the analysis by keeping to quite specific points, rather than overgenerising analysis ? Providing some useful strategic foresights Prof. Wei Jiang Stra. Mgt 66 Strengths amp。 Weakness Main strengths Capacity for inno. + + ++ + ++ 7 0 Good GP links + + + + + 5 0 Committed employees + + + 0 + 4 0 Good joint working with social services + 0 + + 3 1 Main weaknesses Lack of oute measures 0 5 Information mea surement systems 0 6 Providerdominated agenda 0 ++ 2 6 No financial growth + + 2 3 + 5 3 5 3 7 2 5 5 5 4 Key Issues in the Environment Politics/ New Tech Rising Demo Competitive legislation nologies public graphic market + expectation trends Prof. Wei Jiang Stra. Mgt 67 行業內企業 供應商 用戶 潛在進入者 替代品 Threat Threat Bargain Bargain Prof. Wei Jiang Stra. Mgt 68 資源供方：員工、社會、股東 —— 企業運行基礎 替代品廠商 同行業廠商 互補品廠商 潛在進入者 企業 中間買方：企業外部配送體系 最終買方顧客：企業生存之本 買方 買方 潛在顧客 企業品牌顧客 競爭品牌顧客 流動顧客 Prof. Wei Jiang Stra. Mgt 69 ‘Best in class’ ? Thinking ? Practice ? Competitors ? Cooperators ? Coordinators objectives Existing level ? resources ? capabilities Road 2 Road 1 Road 3 Road 3: leapfrogging Road 2: integration Road 1: imitation Prof. Wei Jiang Stra. Mgt 70 Level of Benchmarking Through Examples of Measures Resources Resource audit Quantity of