I. Strategic management
Enterprise strategy refers to the overall planning of enterprise development goals and ways to achieve them according to the external environment and internal resources and capabilities of enterprises, in order to seek the survival and long-term stable development of enterprises and continuously gain new competitive advantages. Today, we will tell you from the School of Continuing Education of Xi Jiaotong University.
Customers of enterprises have changed from passive recipients of goods and services in the past to customer groups with different needs and preferences. In the large-scale demand market, they are no longer satisfied with the standardized products provided by manufacturers. With the improvement of living standards, the personalized needs of customers are getting stronger and stronger, and customers need personalized products and services. With the rapid development of information technology, consumers' access to information has become unprecedented, and the situation that customers knew little about the market in the past no longer exists. On the balance between enterprises and customers, the decisive force has shifted to the customer side.
Economic globalization makes domestic enterprises that were originally protected by trade be impacted by more dynamic enterprises from abroad, and the competition between enterprises has changed from static competition in the past to dynamic competition now. Nowadays, it is a very common phenomenon that small enterprises fight big enterprises and young enterprises fight old enterprises, which is an important feature of dynamic competition.
With the development of world economic integration and global informatization, the competition rules among enterprises are constantly changing, the most obvious one is the emergence of e-commerce, which poses a severe challenge to some principles of enterprise marketing. At present, the competition among enterprises has gone far beyond the past to gain competitive advantage simply by expanding production capacity, expanding scale and reducing costs. Now the speed of innovation and service, product quality, variety, pre-sale, in-sale and after-sale service have become important evaluation indexes of enterprise competitiveness. However, due to the application of e-commerce, the operation and management of enterprises have undergone tremendous changes in time and space, which has also brought huge economic benefits to enterprises.
The main reason for the success of famous enterprises is that the decision makers of these enterprises can formulate scientific and correct development strategies for enterprises; The main reason for the failure of some enterprises is the strategic decision-making mistakes of decision makers in these enterprises. Experts from RAND Corporation of the United States hit the nail on the head: "Every 65,438+0,000 large enterprises in the world go bankrupt, and 85% of them are caused by careless decision-making by enterprise managers." It can be seen that it is necessary and urgent for enterprises to implement strategic management.
Second, the significance of strategic management
1, the implementation of strategic management is the inevitable trend of management practice and theoretical development in western developed countries.
2, the implementation of strategic management is the inevitable requirement of the development of socialist market economy.
3. Implementing strategic management is an urgent need for China enterprises to participate in international economic competition.
4, the implementation of strategic management is the direction of enterprises.
5, the implementation of strategic management is the infinite source of employee motivation.
6. Grasping strategic management is the primary task of entrepreneurs.