The core structure of enterprise strategic objectives is based on enterprise mission and enterprise function orientation, and enterprise strategic objectives can be formulated according to four major contents: market objectives, innovation objectives, profit objectives and social objectives. Moreover, each goal can be broken down as follows.
Market strategic objectives
The most important decision of an enterprise when making strategic goals is its relative position in the market, which often reflects its competitive position. The expected market positioning of enterprises should be the optimal market share, which requires a detailed analysis of customers, target markets, products or services and sales channels.
(1) product target. Including product mix, product line, product sales and sales. ;
(2) Channel objectives. Including vertical channel objectives, that is, the level of channels, horizontal channel objectives, that is, the number and quality objectives of members of the same channel.
(3) communication objectives. Including advertising, business promotion and other activities of the budget and budget effect.
Innovative strategic objectives
In a society where environmental changes are intensifying and market competition is fierce, the concept of innovation is bound to be taken seriously. Innovation, as one of the strategic goals of enterprises, enables enterprises to gain vitality and vitality for survival and development. In every enterprise, there are basically three kinds of innovations: technological innovation, institutional innovation and management innovation. In order to establish innovation goals, on the one hand, strategists must predict the innovation needed to achieve market goals, on the other hand, they must evaluate the development caused by technological progress in various fields of enterprises.
(1) institutional innovation goal. With the continuous development of production, new forms of enterprise organization appear constantly. The goal of institutional innovation is to change and innovate the way of enterprise resource allocation, so that enterprises can adapt to the changing environment and market.
(2) technological innovation goals. This goal will lead to the introduction of new production methods, including tangible innovation goals such as raw materials, energy, equipment and products, as well as intangible goals such as the design of process procedures and the improvement of operation methods. Setting technological innovation goals will promote the extensive and profound development of enterprises and even the whole economy.
(3) Management innovation objectives. Management innovation involves management ideas, organizational structure, management style and means, management mode and many other aspects. The main goal of management innovation is to try to design a set of rules and procedures to reduce transaction costs, and the establishment of this goal is the driving force for the continuous development of enterprises.
Profit strategic goal
This is a basic goal of enterprises, and enterprises must obtain economic benefits. As a necessary condition and limiting factor for the survival and development of enterprises, profit is not only a test of the operating results of enterprises, but also a risk reward of enterprises, and it is also a source of funds for the development of the whole enterprise and even the whole society. The realization of profit targets depends on the resource allocation and utilization efficiency of enterprises, including the input-output targets of human resources, production resources and capital resources.
(1) Production resource target. In general, enterprises can make profits by improving the relationship between input and output. On the one hand, increase the output of each input unit; On the other hand, under the condition of constant unit output, the reduction of cost also means the reduction of profit.
(2) Human resource objectives. The improvement of the quality of human resources can improve the productivity of enterprises and reduce the cost brought by the flow of personnel. Therefore, the strategic objectives of enterprises should include improving the quality of human resources and establishing good interpersonal relationships.
(3) Capital resource objectives. In order to achieve the profit goal of an enterprise, it is necessary to set various goals in the source and application of funds. On the one hand, it is necessary to determine a reasonable capital structure and minimize the cost of capital; On the other hand, it is profitable through the operation of funds and assets.
Social strategic goal
Modern enterprises are increasingly aware of their responsibilities to users and society. On the one hand, enterprises must be responsible for the social impact caused by the organization; On the other hand, enterprises should also take part in solving social problems. Enterprises pay more and more attention to a good social image, which not only wins credibility for their products or services, but also promotes the recognition of the organization itself. The social goals of enterprises reflect their contributions to society, such as environmental protection, energy conservation, participation in social activities, support for social welfare undertakings and regional construction activities.
(1) The goal of public relations. The focus of this goal lies in corporate image, and the construction of corporate culture is usually guaranteed and supported by public satisfaction and social visibility.
(2) Social responsibility goal. It often refers to what an enterprise should or may do when dealing with and solving social problems, such as the role it plays in dealing with environmental protection, community problems and public welfare undertakings.
(3) the goal of government relations. Enterprises as taxpayers support the operation of government agencies; At the same time, the government's restrictions and guidance on enterprises are also obvious. The realization of this goal will often bring intangible competitive advantage to enterprises.
In practice, due to the different nature and development stages of enterprises, the key objectives in the strategic objective system are also very different. Strategic objectives at the same level must take precedence over guiding objectives.
target system
There is more than one strategic goal, but a strategic goal system composed of several target projects. Vertically, the strategic target system of an enterprise can be decomposed into a tree diagram.
As can be seen from the above figure, in order to ensure the realization of the overall goal, the overall strategy of the enterprise should be formulated on the basis of the mission and purpose of the enterprise, and it should be decomposed layer by layer to specify the strategic goal of the guaranteed function; In other words, the overall strategic goal is the main goal of the enterprise, and the functional strategic goal is the guarantee goal.
Horizontally, the strategic objectives of enterprises can be roughly divided into two categories. The first category is the project objectives to meet the needs of enterprise survival and development, and these objectives can be divided into two categories: performance objectives and ability objectives. Performance objectives mainly include three quantitative indicators: profitability, growth and safety indicators. The ability target mainly includes some qualitative and quantitative indicators, such as comprehensive ability of enterprises, R&D ability index, manufacturing ability index, marketing ability index, personnel organization ability index and financial management ability index. The second category is used to meet the goals required by various social groups that have interests with enterprises. Social groups related to corporate interests mainly include customers, employees, shareholders, their communities and other social groups.
Characteristics and Macroscopicity of Enterprise Strategic Objectives
The strategic goal is the macro goal. It is a general conception of the overall situation of the enterprise, and its focus is on the whole rather than the part. From a macro point of view, it is an ideal setting for the future of enterprises. It puts forward the general task and requirements for the overall development of enterprises. It provides the basic direction for the overall development. Therefore, the strategic objectives of enterprises put forward by people are always highly summarized.
chronic
The strategic goal is a long-term goal. It focuses on the future and the long term. The strategic goal is to look forward to the future, and it is a fundamental change to reality realized by employees through long-term efforts. The strategic goal stipulates a long-term development direction and puts forward a long-term task, which can not be completed overnight, and can only be achieved through the considerable efforts of enterprise employees.
Relative stability
Since the strategic goal is a long-term goal, it should be relatively stable within the specified time. Since the strategic goal is a general direction and a big task, it should be relatively unchanged. In this way, the actions of employees will have a clear direction, and everyone will establish a firm belief in achieving their goals. Of course, emphasizing the stability of strategic objectives does not rule out the necessary revision of strategic objectives according to objective needs and the development of the situation.
comprehensiveness
The strategic goal is an overall requirement. Although it focuses on the future, it has not abandoned the present; Although focusing on the overall situation, it does not exclude the local. The strategic goal of science is always a comprehensive reflection of practical interests and long-term interests, local interests and overall interests. Although the strategic goal of science is always general, its requirements for human action are always comprehensive and even quite specific.
separability
The macroscopic and comprehensive nature of strategic objectives itself shows that they are inseparable. As a general goal, task and requirement, strategic goal can always be decomposed into some specific goals, tasks and requirements. This decomposition can not only decompose the overall goal into specific goals and tasks in a certain aspect in space, but also decompose the long-term goal into specific goals and tasks in one stage after another in time. Only by decomposing strategic objectives can people make them operational. It can be said that because the strategic goal is separable, it is achievable.
acceptability
The implementation and evaluation of enterprise strategy are mainly realized by internal personnel and external public, so the strategic objectives must be understood by them and in line with their interests. However, different interest groups have different or even conflicting goals, and enterprises must pay attention to coordination when formulating strategies. Generally speaking, the strategy that can reflect the mission and function of an enterprise is easily accepted by its members. In addition, the strategic statement of the enterprise must be clear and practical, so as to avoid misunderstanding, and the goals that are easily understood by the enterprise members are easily accepted.
Testability
In order to accurately measure enterprise management activities, strategic objectives should be specific and testable. Goals must be clear and specify what results will be achieved at the right time. Quantization of the target is the most effective method to make the target testable. However, because many goals are difficult to quantify, the longer the time span and the higher the strategic level, the more vague the goals will be. At this time, qualitative terms should be used to express the degree of its realization, which requires that on the one hand, the time to realize the strategic objectives should be clear, on the other hand, the characteristics of the work should be explained in detail.
Challenging
The goal itself is an inspiring force, especially when the enterprise goal fully embodies the interests of the enterprise members and combines the strategic goal with the personal goal well, it will greatly stimulate the work enthusiasm and dedication of the organization members.
materiality
When a company formulates its strategic objectives, it should combine the internal and external environment in which the company is located. There should be a specific time to achieve the goal and the effect of achieving the goal. Don't be greedy for perfection and shout slogans.
The strategic target system of an enterprise has more than one strategic target, but a strategic target system composed of several target projects. Vertically, the strategic target system of an enterprise can be decomposed into a tree diagram.
The overall strategy of an enterprise must be formulated according to its mission and purpose. In order to ensure the realization of the overall goal, it is necessary to decompose layer by layer and stipulate the strategic goal of the support function. In other words, the overall strategic goal is the main goal of the enterprise, and the functional strategic goal is the guarantee goal.
Horizontally, the strategic objectives of enterprises can be roughly divided into two categories.
The first category is the project objectives to meet the needs of enterprise survival and development, which can be divided into two categories: performance objectives and ability objectives. Performance objectives mainly include three quantitative indicators: profitability, growth and safety indicators. The ability target mainly includes some qualitative and quantitative indicators such as comprehensive ability, research and development ability, manufacturing ability, marketing ability, personnel organization ability and financial management ability.
The second category is used to meet the goals required by various social groups that have interests with enterprises. Social groups related to corporate interests mainly include customers, employees, shareholders, their communities and other social groups.
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