Enterprise conceptual design (MIS)
The foundation of enterprise concept development
1) characteristics of the times
The development of ideas can not be separated from the era in which enterprises live. Times are constantly changing, and different times have different characteristics. Although the characteristics of the times cannot be used as the direct basis for the development of enterprise ideas, their influence is great.
2) National characteristics
Enterprises should focus on their own traditional culture, people's psychology and religious beliefs to formulate their own business ideas in line with their own national traditions, so that their business ideas can be deeply rooted in the hearts of the people.
3) Industry characteristics
The development of enterprise concept should be based on the industry in which the enterprise is located, and design its own concept according to the technical situation, market situation, product characteristics, personnel quality and consumer preference of the industry.
4) Industry preference
Industry preference is the most direct basis of concept development, which reproduces the personality characteristics of enterprise leaders and their understanding or hope of enterprise characteristics, is the position of leaders in the market, and shows the overall consistency tendency in top-down business activities.
Second, the principle of enterprise concept development
1) Personalization principle
The principle of individuation means that the creativity of enterprise design must make it have its own characteristics in the same industry.
2) Socialization principle
Although the concept must be personalized, it must be recognized by the society. Therefore, the development and design of the concept must conform to the values, morality and aesthetics of the public and consumers, so as to be recognized by the public and gain higher visibility and reputation.
3) the principle of simplicity
Enterprise concept is a high generalization of enterprise values, and its literal meaning must be concise, rich in connotation and easy to remember and understand. Concise, clear and novel corporate philosophy will be more deeply rooted in people's hearts.
4) People-oriented principle
The people-oriented principle is people-centered. Enterprises must use ideas as a management tool. The fundamental purpose of developing and establishing enterprise concept is to stimulate the enthusiasm and creativity of enterprise employees. Scientific enterprise concept and its effective implementation will make all enterprise employees respect and trust, and make the enterprise have a good atmosphere and environment.
5) Market principle
The enterprise concept must reflect the requirements of customers and competition. For enterprises, ideas are tools to guide their business activities, and enterprise activities are not only a process of meeting customers' needs, but also a process of competing with peers. Therefore, the concept of enterprise must contribute to this process.
Third, the process of enterprise concept development
1) Review the research report
When developing concepts, we must review the research report again and find the direction and goal of concept positioning, which will help solve the image problems faced by enterprises and avoid the randomness and pure association of enterprise concepts.
2) Stimulate ideas and creativity
There are several sources of enterprise concept: enterprise managers, enterprise professionals, ordinary employees, external experts and the public.
3) Compare and filter ideas
Developers should screen all kinds of ideas on the basis of combining the basis and principles of concept development, and choose scientific and effective enterprise ideas on the basis of identification, distinctive originality and practical feasibility.
4) Construct the concept connotation
The concept defined as the enterprise concept should be endowed with rich connotations, so that it can be recorded and justified in the process of concept transmission and concept implementation in the future. First of all, we should give a scientific and reasonable explanation literally. On this basis, we can extend its connotation through association and metaphor, which is consistent with the real purpose of establishing concepts. Finally, according to the requirements of the concept, the development strategy of the enterprise, the responsibilities of managers and the code of conduct of employees are clearly defined. The enterprise concept based on the above connotation must have powerful functions of guidance, infiltration, cohesion, encouragement, radiation and recognition, so as to be different from other enterprises and easy to identify.
Third, the enterprise concept positioning
1) positioning mode
(A) goal-oriented type
By adopting this positioning model, the enterprise defines or describes its concept as the goal and spiritual realm that the enterprise wants to achieve in the course of operation. It can be divided into concrete target types and abstract target types. For example, the specific target type is represented by Toyota: "producing cars that people like", the corporate philosophy of the target type is Nissan: "creating the future of people and cars" and DuPont's "making better products for a better life".
Unity and cohesion
By adopting this positioning mode, enterprises regard unity and struggle as the connotation of enterprise philosophy, and express the management style of unity and cohesion with specific language. For example, Talban Airlines in the United States "feels like a family", and Shanghai Volkswagen Co., Ltd. "Ten years of entrepreneurship, ten years of education and ten years of dedication" belongs to this type.
(3) pioneering and innovating
By adopting this model, enterprises define and describe their corporate ideas with the team spirit and team consciousness of hard work, pioneering and innovation, such as "creating with eyes and mind" by Honda, "trying and doing" by Betai, and "keeping tradition and more innovative" by Sumitomo Bank of Japan.
(4). product quality
Enterprises adopt this positioning mode, and generally define or describe the enterprise concept with the meanings of quality first, emphasizing quality and creating brand.
(5) Technology development type
This kind of enterprise represents the enterprise spirit with cutting-edge technology development consciousness and pays attention to the concept of developing new technologies. This orientation is similar to the pioneering and innovative type, but the difference is that the pioneering and innovative type is based on an overall innovative spirit and permeates all aspects of enterprise technology, management, production and sales, while the technical development type is based on the professional technical development of products, with a much narrower connotation. For example, Toshiba's "speed, agility and strength", Canon's "forgetting technological development, it is not worthy to be called Canon" and so on.
(6) Marketing type
This kind of enterprise emphasizes the object of its service, that is, the needs of customers, and takes meeting the needs of customers as its business philosophy. Typical examples are McDonald's "the customer is always the most important, the service is priceless, and the company belongs to everyone" and Shibbole Department Store's "low price and good quality".
(7) Quality service
Such enterprises highlight the awareness of providing quality services to customers and society, and take "customer first" as the basic meaning of their business philosophy. This concept is very common in many service industries, such as retail, catering and entertainment.
2) the expression of corporate philosophy
The development of representation is based on concept orientation.
1 corporate mission: what is a business? What enterprise will it be; What kind of enterprise should an enterprise be?
1) enterprise's career field: the essence is to determine the scope of activities and development direction of the enterprise.
Industry scope; Vertical range; Customer scope; Geographical scope
Requirements: Market orientation
2) Enterprise development goal: sales goal; Market objectives; Product development objectives; Image target.
2 management policy: strategic objectives and routes of enterprise management
3 management thoughts: attitudes, concepts and thoughts that guide the business activities of enterprises.
4 management style:
5 Enterprise spirit
6 enterprise slogan:
Fourth, the implementation of corporate philosophy.
1) Dissemination and acceptance of enterprise ideas
The transmission of ideas is the first step in the implementation of ideas. In order to internalize corporate philosophy into employees' beliefs and conscious behaviors, employees must first know what corporate philosophy is.
Generally speaking, the method of concept transmission is iterative, that is, through multi-angle, multi-level, multi-channel and repeated transmission, so that the concept of the enterprise is deeply rooted in the hearts of the people.
2) Interpretation and understanding of corporate philosophy
In fact, in reality, the explanation of ideas can take many forms, such as test method, game method, discussion method and training method. Let the corporate philosophy truly penetrate the hearts of the people. Among them, training methods are very useful for explaining and understanding concepts, such as FMP training (financial manager training program) of General Electric Company (GE) in the United States and Management College of Matsushita in Japan. Hanbao University in McDonald's is a favorable opportunity and occasion to explain, learn, understand and master ideas.
3) Enlightenment and acceptance of ideas
The education of ideas is to fix the dissemination of ideas as a system, so as to realize the infiltration of enterprise ideas, * * * ownership, sharing and acceptance.
4) Application of enterprise concept
The application of the concept is actually that employees thoroughly understand and accept the enterprise concept, implement it in their daily work, use it to guide their own behavior and put it into practice.