Chapter 8STRATEGIC MANAGEMENT 战略管理8-8-1 1 18 -Learning Objectives学习目的 You should learn to你应该掌握: Explain the importance of strategic management解释战略管理的 重要性 Describe the steps in the strategic management process描述战略 管理过程的步骤 Explain SWOT analysis说明SWOT分析 Differentiate corporate-, business-, and functional-level strategies 区分公司层、事业层和职能层的战略 Explain what competitive advantage is and why its important to organizations说明什么是竞争优势以及为什么竞争优势对一个组织很重要8-8-2 2 28 -Learning Objectives (cont.)You should learn to: Describe the five competitive forces描述五种竞争力量 Identify the various competitive strategies识别各种竞争优势8-8-3 3 38 -The Importance Of Strategic Management 战略管理的重要性What Is Strategic Management什么是战略管理? A set of managerial decisions and actions that determines the long- run performance of an organization一个组织从全局出发而 作出的长期的总体性谋划等一系列的管理决策和行为 Purposes of Strategic Management战略管理的目标 involved in many decisions that managers make设计许多管理决策 companies with formal strategic management systems have higher financial returns than companies with no such system拥有正式战略管理系统的公司在财务收益 方面要比没有这样的管理系统的公司要大。 important in profit and not-for-profit organizations在盈利性和非盈利性组织中都很重要。8-8-4 4 48 -The Strategic Management Process8-8-5 5 58 - Prentice Hall, 200268 -The Strategic Management Process 1. Identifying the Organizations Current Mission, Objectives, and Strategies确定组织当前的宗旨、 目标和战略 Mission宗旨 - statement of the purpose of an organization组织的目的陈述 important in profit and not-for-profit organizations在盈利性和非盈利性组织中都 很重要。 important to identify the goals currently in place and the strategies currently being pursued确定当前的目标和当前追求的战略是非常重 要的。8-8-7 7 78 -Components of a Mission Statement8-8-8 8 88 -The Strategic Management Process (cont.) 2. Analyzing the Environment分析环境 successful strategies are aligned with the environment成功的战略大多是那些与环境相适应的战略。 examine both the specific and general environments to determine what trends and changes are occurring必须审视具体环境和一般环境，把握即将要出现的 环境变化和发展趋势及其对组织的重要影响。 3. Identifying Opportunities and Threats发现机会和威胁 Opportunities机会 - positive trends in the external environmental外部环境的积极的变化趋势 Threats威胁 - negative trends in the external environment外部环境的消极变化趋势8-8-9 998 -The Strategic Management Process (cont.) 4. Analyzing the Organizations Resources and Capabilities分 析组织的资源和能力 examine the inside of the organization视角从组织外部转向组织内部 available resources and capabilities always constrain the organization in some way无论多么强大的组织，都在 可用资源和技术能力方面受到某种限制。 core competence - a unique and exceptional capability or resource 核心能力独特技能或资源。 the organizations major value-creating, competitive weapon 组织的主要创造价值的、竞争性武器8-8-10101 08 -The Strategic Management Process (cont.) 5. Identifying Strengths and Weaknesses识别优势和劣势 Strengths优势 - activities the organization does well or any unique resource组织成功运作的各种活动或任何独特的资源 Weaknesses劣势 - activities the organization does not do well or resources it needs but does not possess 组织不能成功运作的活 动或组织需要的但又不能获得的资源 organizations culture has its strengths and weaknesses 组织文化 有其优势和劣势 strong culture - new employees easily identify the organizations core competencies 强文化新雇员很容易识别组织的核心能力 may serve as a barrier to accepting change具有强文化的成 功组织，可能成为它们过去成功的囚徒 influence managers preferences for certain strategies 对于某些 战略，文化的价值观影响管理当局的倾向性 SWOT analysis - analysis of the organizations strengths, weaknesses, opportunities, and threats SWOT 分析组织优势、 劣势、机会和威胁分析8-8-11111 18 -Identifying the Organizations Opportunities 识别组织机会Organizations Opportunities 组织的机会Organizations Resources/Abilities 组织资源/能力Opportunities in the Environment 环境变化 出现的机会8-8-1212 1 28 -The Strategic Management Process (cont.) 6. Formulating Strategies制定战略 require strategies at the corporate, business, and functional levels of the organization战略需要在公司层、事业层和职能层设立 strategy formulation follows the decision-making process 指定战略应遵循决策程序 7. Implementing Strategies实施战略 a strategy is only as good as its implementation无论战略计划制定得多么有效，如果不能恰当地实施 仍不会成功 8. Evaluating Results评价结果 control process to determine the effectiveness of a strategy 控制过程决定一个战略的效果8-8-13131 38 -Levels of Organizational Strategy Prentice Hall, 20028-8-1414 1 48 - Prentice Hall, 20021 58 -Types Of Organizational Strategies Corporate-Level Strategy公司层战略 determines 回答下述问题： what businesses a company should be in or wants to be in公司应当从事一组什么样的事业？ the direction that the organization is going组织行动方向如何? the role that each business unit will play每一个组织单位将发挥什么作用？ Grand Strategy Stability总体战略稳定性（战略） no significant change is proposed很少发生重大变化 organizations performance is satisfactory组织绩效令人满意 environment appears to be stable and unchanging环境看上去 将保持稳定，不会发生变化。 few organizations today pursue this strategy如今没有几个组织追求这种战略。8-8-1616 1 68 -Types Of Organizational Strategies (cont.)Corporate-Level Strategy (cont.) Grand Strategy Growth总体战略增长（战略） seeks to increase the level of the organizations operations寻求 提高组织经营的层次 Concentration扩张 - growth through direct expansion of organiz