Careful and quantitative management is the gene of enterprise success.
In a mature market, we cannot expect to make huge profits. Enterprises that are good at management always reduce costs through refined management in the space of low profit. Well-run enterprises have always advocated measuring management from nerve endings and obtaining profits from fine management, especially when the market is fully developed and the profit space is gradually shrinking. In the final analysis, competitive advantage is the advantage of management, and the advantage of management is composed of bits and pieces, and it is reflected in one form. Drucker said in the book "Effective Managers": "A well-managed enterprise is always monotonous without any exciting events. That's because all possible crises have long been foreseen and have become routine operations. " The ups and downs will inevitably damage the vitality of the enterprise, and nothing exciting has happened, which shows that the enterprise is always in a normal state in the process of operation, which can be achieved through decades of strict training. No matter how grand the project is, no matter how huge the enterprise is, its management will eventually be implemented in every specific link, and it will be improved from subtle points to form an overwhelming real advantage. On the premise of correct strategic direction, details determine success or failure.
The pursuit of details is endless, but it can be standardized, digitized and informatized, that is, the idea of attaching importance to details can be turned into an operable scheme. Fine management is standardized management and programmed management. Scientific management is trying to make every management link digital and informative. Wal-Mart has satellite receivers in more than 4,000 stores around the world. When every consumer trades in any chain store, a series of data such as shopping brand, quantity, specification and total consumption are recorded and quickly transmitted to the enterprise's information dynamic analysis system. Wal-Mart's information network system includes: customer management, distribution center management, financial management, commodity management, employee service management and so on. All in-depth and meticulous management is the foundation of enterprise operation, and it is also a platform for enterprises to find problems and further improve.
In marketing management, attention to details can form high-quality products and services, and these are the necessary conditions for enterprises to finally win. Under the clear competitive environment, refining enterprise strategy can promote the intensive management of enterprises, fine-tune the marketing links of enterprises, avoid the risks brought by the great adjustment of enterprise strategy, and resolve the storm through the perfection of details. In this case, the outstanding enterprises do not need to make fundamental changes in strategy, but only need to innovate products or services, improve the operating system and refine the details, so as to ensure the competitive advantage of enterprises. By paying attention to detail management, enterprises can minimize operating risks and operating costs. In human resource management, people's morality and ability can be inferred from details, which provides reference for selecting talents. With the development of economy and society, the degree of specialization is getting higher and higher, the social division of labor is getting finer and finer, and the era of refined management has arrived. This requires employees to develop a serious and meticulous style, work in strict accordance with operating procedures, and cannot be flexible at will. A Boeing 747 has 4.5 million parts, involving many enterprises. Only when each factory and everyone cooperate according to the professional division of labor and do their own work conscientiously according to the procedures can we finally form perfect products and high-quality services.
Watch kung fu in detail.
There is no difference between high and low in a perfect market, and competition is fair. Mature operators always regard every customer as an "important customer" and provide meticulous and thoughtful services. An entrepreneur should have a clear business philosophy and persistent pursuit of details. Don't ignore every detail, which may affect the overall situation. This "service creativity" of the world's top 500 enterprises is essentially to use modern information technology to carry out more detailed professional division of labor, thus forming stronger competitiveness and being invincible. Fortune 500 companies not only have clear long-term planning, advanced grand strategy and abundant technical innovation reserves, but also have meticulous management, and their profits are accumulated from the smallest details.
The accuracy and vividness of details can make a great work, and the omission of details will destroy a grand plan. American Telecom's decision-making mistakes led to the slow entry of broadband networks into residents' homes. The United States is the leader of the global Internet, but at present, the household broadband penetration rate is not high. According to statistics, nearly two-thirds of households in South Korea have broadband access, and the average speed of broadband network reaches 3 megabits per second, which is about twice that of most broadband systems in the United States. About 40% households in Japan also used broadband Internet access at the end of 2003, with a speed of 12 megabits per second. In the United States, only 15% users have access to broadband, and the vast majority of Internet users are still dialing in. The reason for the slow development of broadband in the United States is not the imperfect infrastructure. In fact, 80% to 90% of the population in the United States is already within the coverage of broadband access, but broadband access ignores the details in the decision-making of the so-called "last mile" stage that users are about to enter, which leads to the reluctance of telecom operators to invest and hinders broadband networks from entering users.
The charm of Bill Gates can be seen by the name of his company. Microsoft's management philosophy is just like its name, "seeing the micro-knowledge, being soft and having strength". "Micro", that is, there are small ones, but there are also large ones. The products are popular all over the world. "Soft" and "hard" are relative, but they beat many competitors with soft and became the industry leader. Microsoft invests billions of dollars every year to improve its products, which is to ensure nuance and maintain its competitive advantage. Not to beat the opponent, but to be perfect and not to give the competitor an opportunity. In the process of implementation, we should be meticulous and pay attention to innovation and breakthrough in the process of implementation. Although the innovation of this realization link is more subtle than the innovation of the overall scheme, it is this subtlety that can show the effect more. The top 500 enterprises not only strive for perfection in product quality, but also strive for perfection in impeccable and thoughtful service oriented to customer needs.
Toyota Yingzhi once said: The most difficult task for Toyota is not the research and development of automobiles and technological innovation, but the placement and operation of each rope by skilled workers in the production process, without any deviation. If a well-trained employee is asked to wipe the table six times a day, he will carry it out to the letter and insist on wiping it six times a day; But if you let someone who has not been strictly trained do it, you may wipe it six times on the first day, six times on the second day, five, four or three times on the third day, and then it will go away. In view of this, it is not easy to do every simple thing well; Doing every ordinary thing well is extraordinary.
Wal-Mart is a model of paying attention to details to win business. Wal-Mart's management is meticulous and quantitative: when customers come within 65,438+00 feet of you, employees should look customers in the eyes gently, greet them and ask if they need help. Smile at employees. Wal-Mart has a quantitative standard: Please show your eight teeth to customers. The focus of sales promotion is not to sell products, but to sell yourself. Observe all the details of your body and see if you will buy it yourself. Retail is an industry that pays great attention to details. It requires every employee to fully embody his own sense of ownership in his work. Without the spirit of ownership, it is impossible to achieve refined management. So they emphasize that employees are partners of the same company, and Wal-Mart is Wal-Mart for all employees.
Details gap between enterprises in China
There is a big gap between the top 500 enterprises in China and the top 500 enterprises in the world, including enterprise scale, operating income level, profit and capital, technology, talents, and even corporate culture and brand. If we want to find the representative gene, the difference in details is the most obvious. We lack the executors who strive for perfection, and what we lack is the faithful implementation of rules and regulations. In order to narrow the gap and catch up with the world's advanced enterprises, we must change our impetuous and superficial habits, advocate attention to details, and strive for perfection in small things. Generally speaking, China enterprises lack the awareness of paying attention to details because we are in a state of material shortage for a long time, and products are bought regardless of quality, so it is easy for enterprises to be satisfied with rough management. In the early stage of market development, there is a lot of profit space, so there is no need to work hard on details. However, with the development of economy and society, most commodities are in a state of relative surplus, and people's requirements for quality of life and quality of products and services are getting higher and higher. In the final analysis, this kind of high demand is the perfect pursuit of details. If an enterprise wants to succeed, it must do everything possible to improve and perfect the details. The direction of detail improvement is people-oriented, satisfying people's requirements for exquisite and personalized life, and satisfying customers' purchase requirements in a truly meticulous way.
The average non-performing rate of enterprises in China is about 10%, while that in industrialized countries is only 0. 3%。 We not only have a high rate of defective products in production lines, frequent accidents in production safety, but also illegal and unprincipled things in society are repeatedly banned. The fundamental reason is the lack of serious and meticulous scientific attitude and strict sense of responsibility and accountability system. The essence of market competition is that the process determines success or failure. Without reasonable and perfect procedures, there will be no execution and competitiveness. It is not difficult to establish the concept of corporate culture, but it is difficult to implement corporate values in every detail. Enterprise management depends on solid work. We must refuse impetuousness, do things seriously, do things practically, and make every detail perfect in order to truly create brilliant achievements.
Enterprise marketing embodies the people-oriented concept everywhere, and humanization is the eternal goal pursued by enterprise products and services. Any enterprise that is unwilling to improve and work hard on details can hardly guarantee the quality of its products, let alone show meticulous care for its customers. After the defeat of Ronghua Chicken and KFC, the leadership of Ronghua Chicken Xinya Group reflected on its management mode and competitive advantage. They found that the superficial phenomenon of competitive advantage is the product, and there are many articles about deep management behind the product. The real advantage of KFC lies in a strict and meticulous management system behind its products, and all aspects of the process are simplified as much as possible to reduce costs. From brand strategy to every detail of diversification strategy, from improving quality to building brands, foreign fast food such as KFC and McDonald's embodies refined management in standardization, and further refines and improves marketing to ensure that products and services are outstanding. The strategic planning of the world's top 500 enterprises is magnificent, but this does not mean that management and marketing are rough. Emphasizing the importance of "details" in management is intended to remind enterprises and all walks of life of the arrival of the era of refined management.
Chapter 2: The case of enterprise refined management (1744 words)
Fine management is like a bright light, shining from Japan to every corner of China's manufacturing industry. Every enterprise hopes to bring immediate qualitative change to the enterprise through refined management. Yes, the implementation of refined management projects can indeed bring about a significant improvement in many indicators. Fine management is precise, meticulous and strict, and the key elements such as system, process, efficiency, cost and cycle are systematically optimized. Help enterprises step by step from extensive management mode to refined development path. The fine management strategy adopted by Dongguan Optoelectronic Family Enterprise coached by Gu Tang is a good example.
Project background:
The company is now in a period of rapid growth, the technology department is in a leading position in the industry, and its development orientation is accurate, which is a key support project of the National Twelfth Five-Year Plan;
The company's senior management has a strong sense of change and determination, and is willing to invest a lot of manpower and material resources to carry out refined management consulting projects, laying the foundation for the company to achieve sustainable development and taking the first step to make the company stronger and bigger;
The production mode of enterprises is mainly order-based production, supplemented by independent development and sales, with high order frequency;
Lack of enterprise target management system;
Lack of enterprise data management system;
Lack of processes and systems at all levels of the enterprise;
The management of production site is relatively extensive and the production area is unreasonable, which leads to slow production logistics, low efficiency, large amount of work in process, waste of handling, waiting and action.
A large number of inventory, packaging materials, raw materials, products in process and finished products cover up a series of problems in the company's market, development and design, quality, production, logistics and other operating systems, and the foundation of each operating system is still relatively weak. The company's leadership firmly believes that through continuous improvement, the company's overall operating system will reach a new level and enhance the company's profitability and core competitiveness;
The enterprise has not established a perfect performance management system: only for some trivial anomalies or problems, but not for KPI key performance indicators;
The skills of grass-roots managers need to be improved, the management mode is relatively simple, and personnel training is seriously lacking;
Some problems were discovered by the diagnostic team through sampling for a week, which may be biased and incomplete, and need to be confirmed in depth by combining internal experience and financial data;
Through the diagnosis, the consulting team and management team of photoelectric enterprises are fully confident to complete the great transformation project of refined management consulting.
Gu Tang suggested:
Through the comprehensive diagnosis of Dongguan photoelectric enterprises, we have a basic understanding of the current situation of enterprise operation system, and the positions of both sides are the same. Through a series of improvements, managers' ideology can be changed, the operating processes and systems at all levels of the company can be clarified, the organizational structure and functional planning of departments/posts can be improved, and the on-site management level of production and warehouses can be improved. The suggestions are as follows:
Enterprises need to use consulting companies and their own resources to invest reasonable manpower, material resources and capital costs in busy production and operation to realize the rapid implementation of the improvement of the overall operating system;
Establish an internal refined change organization, with the top management of the company as the top leader, to ensure the smooth implementation of the project;
In the process of refined management reform, try to reduce the adjustment and change of company management personnel;
The executive layer of the project has a special person to promote it, and the enterprise and the consulting company must maintain close coordination and cooperation, and the consulting company will train internal refined management talents to let the enterprise enter the road of continuous improvement as soon as possible;
In the process of project implementation, a perfect project performance evaluation mechanism should be established to stimulate the morale of all employees and improve the enthusiasm of participation;
Standardize the behavior of project team members, improve the change of habits from the change of behavior, and then realize the improvement of overall performance, and finally improve the morale of all employees;
To establish a dialogue mechanism between senior management and all employees, we must first change employees' thoughts, influence and standardize employees' behaviors, and then realize the improvement of employees' performance, and finally realize the improvement of the overall performance of the enterprise.
Project objectives:
Create a refined management system suitable for Dongguan photoelectric enterprises;
Awareness-raising: pay attention to the introduction of enterprise refined management concept, so that employees and enterprises can achieve the goal of * * * understanding;
Management reform: improve the company's internal management system and complete the process transformation of all departments of the company with the general manager's office as the core;
System improvement: improve the company's management system at all levels with the human resources department as the core, and implement KPI key performance indicators;
On-site improvement: the on-site planning and management of workshops and warehouses have been intuitively improved at a glance;
Improvement power: by implementing proposal improvement and major project improvement throughout the company, we will shape the enterprise's refined management improvement culture;
Training: through a series of refined management courses, improve the management skills of managers and the comprehensive quality of employees.
Project cycle:
8 months
Project planning:
The first stage: refined infrastructure.
Project start-up and diagnosis
Consciousness change
Project publicity
Organizational function evaluation
6S activity development
The second stage: refined process transformation and system construction
Refined transformation of human resources system
Refined transformation of quality system
Refinement of order processing
Refinement of logistics system
Refinement of production system
The third stage: refined operation and continuous improvement.
Operation and perfection of new process system
Statistical analysis and countermeasures of KPI performance indicators
Improve the development of activities.
Results release and project acceptance
Project summary:
The consulting team of Gutang Consulting advocates the guiding principle of laying a solid foundation and cleaning up the source. With skilled consulting experience and rich practical skills, it is said that we can tailor the consulting scheme for each customer. There is no best, only the best. Fine management is not only the display of the company's soft power, but also the guarantee of lean and continuous improvement. In this project, Gutang Consulting focuses on the short-term improvement and long-term activation of the two management systems, promotes enterprise transformation and upgrading, and is committed to improving customer management and service capabilities.