Mission to operate as a guide the implementation of corporate strategic management thinking

[Abstract] implement a business mission to guide the strategic management, enterprise development needs and the key to success. Strategic starting point is the enterprise business mission, and only in the business mission, under the guidance can accurately locate the corporate strategic goals. Enterprise the development of strategies focused on the enterprise structure, competitors, internal resources, investigation and analysis of corporate culture, purpose is the development and implementation of strategic management, in order to effectively achieve corporate strategic objectives.

[Keywords:] business mission; strategic management; implement measures

First, the implementation of the guidance to operate the strategic mission of enterprise development and management is the key to success

(A) Strategic management is the development needs and the key to success
Successful business at home and abroad, as the right to develop and implement effective strategies, both received the rapid development and increased market share. There is no clear Strategy has become a measure of the success of one of the hallmarks enterprises to develop the correct development Strategy, you can prevent to some extent irrational behavior. while some businesses lack their own strategic planning and strategic objectives, blindly by the trend. mainly in the following areas: In terms of investment, see the real estate market, stock hot market, that investment in real estate and stock markets, the main Industry, due to inadequate investment, human spread, the target can not form a dispersion or to maintain our edge, once the cooling real estate market or the stock market into bear market, then a lot of money was tied up, business is facing difficulties. in the management and operation mechanism, regardless of the basis of their own, do not focus on strengthening the management, the pursuit of the "one share to spirits" or some of the management of fever, wasting time and effort without achieving the desired effect. Therefore, corporate strategic relationship the future direction of the enterprise, development path and development actions.

(B) to operate the mission to determine corporate strategic objectives
Business enterprise is a business mission is established by operating activities values, beliefs and norms of behavior. Business no matter how big, no matter what kind of ties together, business mission is to connect them with the consistency of the basic requirements. Therefore, mission is clear that the enterprise's strategic management of business to start.

Mission of corporate management to consider their own career, in the face of customers, employees and shareholders of companies such as aspirations, and mission of the enterprise by business leaders, employees, customers and the general public can share the opportunities, direction, purpose and sense of accomplishment. Therefore, it requires clear: First, what is the scope of business in a competitive market should be at what position in the customers, the public what kind of impression formation; second is to provide products to customers and service requirements, to provide confidence to shareholders, as well as companies adapt to this feature, style, product and image; third set of basic beliefs within the organization; Fourth, organizations should have the sensitivity, sense of responsibility and realize the cause of willpower, capacity.

In achieving the business mission to eliminate unnecessary interference with the process, the control can control all the factors. Excluded from household appliances such as the Haier Group of price wars, etc., adhere to brand Strategy, with high quality products, quality services dominate the market as a basic Strategy to Technology development, management innovation, the creation of internal energy to maintain product image as the backing of not only won the customers, but also to ensure the profitability of the enterprise to further enhance the competitiveness.


Second, the impact of corporate Strategy formulation and implementation of management objectives Analysis

Operating companies to use resources are scarce and limited, if the competitors in the same way by enterprises, will obviously not produce a competitive advantage. Therefore, business owners through surveys and analysis, analysis of the complex internal and external factors, finding the key profit and loss, and then determine the correct strategy.

(A) Industry structure analysis - a clear market positioning
1. Product structure analysis. Refers to the Industry, the market has been or may be present in the product and its composition. The product structure analysis, help enterprises to pool resources and form a competitive advantage, enterprises can make a clear market positioning, targeted development product strategy, and companies need to develop new areas, can conduct feasibility studies for specific products, the resources of the corresponding re-evaluation and combination.

2. Customer preferences and needs analysis. Enterprises only focus to identify and meet current and future customer needs, it may reflect further on future market competition. To identify customer preferences and needs, companies must identify the characteristics of customer groups and, through market investigation, the service process and other means, to grasp, accumulation and analysis of customer information, form a complete customer information collection, analysis, feedback, transformation, measurement and feedback system again, bearing in mind the different requirements of different customer groups.

3. Market Entry Barrier. High barriers to trade are those that although the needs of society, but because the investment in large, slow effect, the difficulty higher to discourage business Industry, low barriers to trade and vice versa. Such as textiles low barriers to entry, so keep new textile enterprises to join the competition, so that the State had to spindles for industrial structure adjustment. the construction Industry is labor-intensive, low technical barriers to trade, when the rural labor to cities, nearly 1 / 4 of the officer to enter the industry. determines the degree of market access barriers to the degree of competition, often the lower barriers to competition more intense, but all sectors of the market entry barriers is not static, an accomplished, strong business through innovation, continue to occupy areas with high barriers to lead the industry consumption trends.

4. Trade prospects and profitability analysis. In addition to using various means of competition businesses improve competitiveness and market share, but also must consider the overall development of the industry prospects and profitability. Even the best companies are likely due to the limitations of the industry difficult to obtain high profits. prospect of the industry in national Economic development process of dynamically changing, it is not necessarily profitable profitable industry in the future. prospect of the industry will help enterprises to take appropriate investment and management strategies in order to avoid risks.

5. Market competition analysis. The threat of competition is always there for all businesses, industry competition, return on capital continue to be down to the level of competitive balance security at the end, that perfect competition can get benefits. In the fierce competition process in the focus of competition, such as customers, suppliers, business costs are constantly changing, the changing concept of enterprise should meet the different needs of the competition.

(B) analysis of competitors - to develop its own competitive strategy
Competition is always in equilibrium and non-equilibrium state of the ever-changing, even in the monopoly market conditions, there is also always the threat of competition. Each competitor has its reasonable life, but also has its own characteristics, enterprises are the analysis is the operating power of the main competition of similar products, they may have with the company in the market segments, business areas have a common, scale of operation of the enterprise, market share and potential market development has a certain extent.

1. To understand and analyze the operations of competitors. Operators include: competitors, the strength and profitability of current operations, such as the scale of operation, each segment of the market share, market reputation, profit levels; competitive potential of enterprises, such as the organization structure, operation and service, product quality standards, Technology and development capabilities, is the key to survival and development of enterprises.

2. To understand and analyze the competitive strategies of competitors. Understanding competitive strategies of competitors, do know ourselves, to form its own strategic vision. First, the overall cost leadership strategy. By expanding the production scale, cost advantages of economies of scale formation, or by reduce costs, implementation costs and management costs control, reduce production, service, marketing and advertising costs, so that enterprises get higher than the industry average income in a good position in the competition. Second, the innovation strategy. in enterprises products or services to improve and innovate, within the scope of the formation of industry-specific things. Do not passively accept the owners complete command itself better to be good ideas, better designs to communicate with owners, investors stand perspective for the owners to save money as much as possible. Third, the target concentration strategy. main specific customer base, market segments or geographical markets, pooling of resources to do a product to achieve higher efficiency.

(C) Analysis of internal resources - resources to form and play
Business process is the use of resources and deployment process. Enterprise resources are not a collection of fine equivalent to have the resources, but also a combination of corporate resources to further look at ways and means to apply not only to consider the tangible resources to the enterprise, but also consider to the intangible resources, including market reputation and the core of the cohesion.

1. Human resources analysis. The implementation of business strategy and implementation of personnel needed to carry out the specific, operational level and strategic program staff will accept the innovation made in the request, whether the corresponding new thinking, quality and skills requirements, will influence the goals. Therefore, the enterprises in the development of strategic program, it is best to develop appropriate human resource planning, human resources, education and training, the introduction of fresh blood, as inspire employees to implement the strategy determination.

2. Technical resources analysis. Technology is a powerful support for implementation of the strategy, business strategy further with existing Technology but also the relative ratio of the requirements, identify gaps, improve the technological capability to develop mission plans. Enterprises with technological advantages in the premise , in the formulation and implementation of the strategy, it should be fully and effectively play around it. reposted elsewhere in the Research Papers Download http://www.hi138.com 3. reputation in the market analysis. market reputation is the intangible assets of enterprises, the market enterprises with good reputation to win the trust of customers better, but not high reputation of enterprises should be considered in the development of strategies through advertising, public service activities be increased appropriately. For the analysis of corporate reputation management according to the regional market, respectively, while consider its intrinsic relevance.

(D) analysis of corporate culture - the centripetal force of the total pool value system of employees
Impact of corporate culture is the common value system of corporate behavior, is to be analyzed by the implementation of the strategy has a certain impact on the cultural characteristics. First, risk tolerance, businesses encourage employees to progress, innovation and risk-taking level. The second is openness, enterprises to master the external environment change and respond in a timely manner to the extent of these changes. Third, collaboration, staff and their overall level of consistent, not only reflect the type of work or their special areas of expertise. Fourth, the human attention, the development and implementation of the measures should be considered the result of human influence, such as determining the extent to which enterprise customers concerned about the changing needs of the customer response rate.


Third, the implementation of the mission as a guide to business strategic management initiatives

(A) to have innovative ideas and extraordinary way of thinking
The current part of the state-owned enterprises under the planned economy, the market is not strong adaptability, business methods are backward, not really standing in the global business leaders, the heights of the overall strategic planning, not only to grasp market opportunities, internal problems are due to find less than a breakthrough in long-term unresolved. Therefore, enterprises must master the daily production operations except the knowledge and skills required for operators, there should be a group of knowledgeable and have extraordinary ability to engage in planning the development of planning, in system of internal and external environment analysis and Research, and promote strategic management.

(B) the use of systems analysis approach to strategic planning
For major and complex problems, systems analysis provides an effective solution. Through which can be analyzed and compared to the fundamental issues, propose solutions to the objectives and programs, compare their results, the overall effect of the system optimal. the use of systems analysis, consider a combination of internal and external conditions, the current combination of interests and long-term interests, and the use of quantitative and qualitative analysis of the means. in the goals and program development, enterprises need experts to conduct feasibility studies and judgments to help enterprise decision chooses action.

(C) decomposition refinement "strategy" as "tactical" objectives and implementation plan
To make the strategic objectives to be achieved, the strategy must be decomposed to form the tactical objectives and implementation. So that each staff are clearly aware of their position in the strategy, clear their own responsibility. The context of strategic break, consider the milestones of OK, all tasks and measures of consistency, when the existing organization is insufficient to the task of strategic management, organizational structure and management must be properly adjusted system. In targeting the future, enterprises should make use of all the conditions to mobilize everything in its power to achieve goals, and in the implementation process of the internal conditions of organization, coordination, reform and improvement.

(D) through feedback, evaluation and comparison of the objectives of diagnosis
Feedback from the intended target will be back with the implementation of the results were compared to detect bias level, to see whether it is on schedule and requirements, identify problems and take timely measures to deal with. In which the objective is the implementation of the deviation may be the problem in not ideal, but also may be the strategy of prediction or incompatible with the changed environment issues, the two aspects should be considered, there should be when the latter test, revise and optimize the original program. If the deviation is large, the need for strategic program and re-evaluation of the overall development plan.

To sum up, the higher the level of Economic development, business strategic management the more strongly the need for the implementation of strategic management objective needs of the enterprise. In domestic Economic internationalization, the era of global Economic integration, enterprises are facing more intense market competition, the use of strategic management to play a business advantage, to capture development opportunities and enhance the competitiveness of enterprises even more necessary.


[Main references]
[1] Luo Jining. Strategic Leadership and Organizational Transformation Strategy Group [J]. Economic Research, 2007, (2).

[2] Wei Leping. Enhance the independent innovation ability to support business transformation [J]. Telecommunication Science, 2007, (1).

[3] Zhang state. The foundation of business strategy [J]. Corporate culture, 2007, (3).

[4] Li Qinghua, et al. For Sustainable Competitive Advantage Strategic Positioning of [J]. East China Economic Management, 2006, (12).

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