Assistant management consultant national professional level examination
Counseling textbook "Enterprise Management Consulting Practice"
Chapter 1 Introduction to Enterprise Management Consulting
Section 1 Overview of Enterprise Management Consulting
I. Definition of enterprise management consulting Enterprise management consulting is a highly intelligent service undertaking undertaken by people with rich management knowledge and experience; Using scientific methods, through in-depth investigation and analysis, help customers find out the key problems in production and operation management, analyze the reasons, put forward reform plans and guide their implementation; In order to improve the operation mechanism of enterprises and improve their ability to adapt to the environment and market competition.
Second, the nature of enterprise management consulting
1 Management consulting is an intelligent activity; 2 management consulting company is an intelligent enterprise; 3 consulting industry is a service, knowledge and intelligence industry;
Third, the purpose of enterprise management consulting
1 improve quality of enterprise; 2. Improve the enterprise operation mechanism; 3. Enhance the ability of enterprises to adapt to the environment;
Fourth, the characteristics of enterprise management consulting
1 scientific: it is the survival foundation of management consulting; Management consultation should follow the procedure of consultation law; Speaking with factual data, the management consulting improvement scheme follows the principle of "one key opens one lock".
Creativity: the most important feature of management consulting: it is the source of vitality of management consulting; It refers to the innovation of improvement scheme and diagnosis method to help enterprises explore the road of survival and development;
Systematization: dealing with the relationship between the whole and the part;
4 independence: not influenced by enterprise opinions; Independent thinking method; Conclusion It will not be changed by external intervention.
5 mobility: including assault and flexibility;
6 artistry: carefully choose consultants and working methods; Pay attention to expression and discretion;
7. Cooperation: the basic condition for the success of management consulting; It is also the basic requirement for consultants;
Long-term: refers to the long-term nature of management consulting projects, services and effects;
Verb (abbreviation of verb) the role of management consulting
The preventive effect of 1; 2. Error correction; 3. improvement; 4. Innovative functions;
Six, the business classification of management consulting
(1) By consulting object: 1 enterprise (the largest proportion) 2 institutions 3 social organizations 4 government agencies/management consulting;
(2) According to the consultation content: 1 thematic consultation: specific thematic consultation; Such as strategic management consulting, organizational management consulting, process management consulting, human resource management consulting, financial management consulting, corporate culture management consulting, information management consulting, procurement and supply chain consulting, production management consulting, quality management consulting, marketing consulting, technical management consulting, etc. 2. Comprehensive consultation on enterprise objectives, policies and business areas;
(3) According to the subject of consultation: 1 external consultation; 2 internal staff consultation;
(4) According to the consultation time: 1 long-term consultation; Take the year as the consultation time unit; 2. Mid-term consultation: take the month as the consultation time unit; 3 short-term consultation: take Sunday as the consultation time unit;
The emergence and development of enterprise management consulting in the second quarter
First, the emergence of enterprise management consulting:
Management consulting is an applied science formed on the basis of management practice; Enterprise management consulting first rose in the United States; It was popularized to western Europe in the early 20th century. In the middle of the 20th century, it spread to Japan and other developed countries. Spread to developing countries in 1970s; Introduced to China in 1980s; At first, the institutions engaged in enterprise management consulting in China were: setting up consulting department in China Enterprise Management Association;
(A) the three elements of enterprise management consulting:
1 Demands of clients: Management consulting is first generated by the demands of clients;
2. The emergence of the consulting subject; The important reasons for the emergence of consulting companies are: the transformation from enterprise management to modern management;
The formation of consultation means: the earliest enterprise management is to solve the problem of production efficiency; The new demand of modern management consulting;
(1) 1 Improve organizational efficiency; (2) training and education; (3) forming an atmosphere of consultation and participation;
(B) the development of management consulting performance
1 discipline development: from consultants to consulting institutions;
The growth of objects: from a few industrial enterprises to all walks of life;
Changes in content: from tactical consultation to strategic consultation;
Four levels of promotion: from on-site consultation at the grassroots level to strategic consultation at the top;
5. Extend the time limit; From short-term survival consultation to medium-and long-term development consultation;
Third, the development of management consulting in China
(1) 1990, China Enterprise Management Association introduced the theory and method of management consulting from Japan, and the domestic management consulting industry was born; (2) The first international management consulting company to enter China: McKinsey;
(3) The china enterprise confederation Management Advisory Committee is a self-regulatory organization of the management consulting industry in China.
(4) In 2005, the Management Advisory Committee of China Enterprise Alliance formally joined the Board of Directors of the International Management Consulting Association as the sole representative of China;
(5) In September, 2005, the Ministry of Personnel brought the professional evaluation of management consultants and senior management consultants into the unified planning of the national technical personnel professional qualification certificate system;
(VI) The consulting industry in China has entered a new stage of development. The main manifestations are: 1 consulting institutions compete with each other, and the consulting price begins to decline; 2. Enterprises choose management consulting institutions cautiously, and often adopt the method of bidding; 3. Enterprises' cognition of management consulting and requirements for consulting results are getting higher and higher; 4. The demand for consulting feasibility is getting higher and higher; 5. The market demand for management consulting institutions has increased;
Section 3 Tasks and Subject Nature of Enterprise Management Consulting
First, the task of enterprise management consulting:
The basic tasks of management consulting are: to help enterprises realize management transformation;
(A) the overall task of enterprise management consulting
Theoretically 1: (1) Explore the development characteristics of the clients; (2) Explore the methods of consulting subjects to analyze and solve problems;
2. In practice: (1) judge the crux of the client; (2) adopt appropriate methods to solve the problems of enterprises;
General task characteristics: 1 universality; ② Stability;
(B) the specific tasks of enterprise management consulting
1 Help enterprises find problems and analyze the reasons;
2. Help enterprises to train cadres and improve their quality;
Investigate and study, seek countermeasures, design improvement plans, and guide enterprises to implement plans;
Specific task characteristics: 1 pertinence; ② particularity;
Second, the nature of enterprise management consulting topics
(A) the nature of management consulting topics
1 fitness consultation: the activities carried out by consultants to maintain and strengthen the healthy state of enterprise operation and enhance the defense ability of hidden dangers through investigation.
Consultation on treatment problems: Consultants find problems through investigation, find out the reasons, take measures to solve the obvious practical problems exposed by enterprises, and carry out activities to restore the healthy state of enterprises.
3. Urgent problems: initial consultation;
4. Non-urgent problems: consulting from the root causes;
5 practical problems; Consultation on exposed problems;
6 potential problems: consultation on unexposed problems;
General issues: daily, local and grass-roots consultation;
Eight strategic issues: long-term, comprehensive and high-level consultation;
9 standard questions: general and empirical consultation;
10 Unconventional problem: unfamiliar and inexperienced; Consultation on new issues;
1 1 pure technical problems: consulting that can be solved by improving technology;
12 non-pure technical problems: consultation that teaching technology cannot solve;
13 professional problems: individual and functional consultation;
14 comprehensive topic: organizational design and development strategy consultation;
(B) How to judge the nature of management consulting topics
1 seek a breakthrough from the results of enterprise input, transformation and output;
2. Looking for systemic diseases from the transformation function of enterprise factor flow;
3. Find the system reasons from the whole, local and professional management of the enterprise system.
4. Find the root cause from the operation of enterprise system and the adaptability of environment;
Section IV Working Methods and Styles of Enterprise Management Consulting
First, the working methods of enterprise management consulting
1 Introduction: Recommend advanced management theories and methods; Require strong corporate leadership,
2 Diagnosis suggestion: the result is the easiest to get and the workload is the biggest, which determines the success or failure of consultation;
3 education and training;
4. Promote change;
Second, the working methods of enterprise management consulting:
(A) the type of work style of enterprise management consulting
1 closed working style: consultants work independently and rarely analyze and study with client companies; The notable feature is strong independence;
2. Manipulative work style: Consultants have a close relationship with business leaders, accept the instructions of business leaders, and influence the decision-making of business leaders behind the scenes. Adoption in case of emergency; Lose independence and emphasize rapid implementation; It is easy to cause disgust and confuse the boundaries;
3. Participatory working method: consultants maintain close relationship with client enterprises and maintain relative independence; The widest range of use; Under normal circumstances; An ideal way;
(2) Factors that should be considered when choosing the consulting work mode.
1 customer enterprise requirements: find and solve problems in a closed way; Implement large-scale reforms and adopt participatory methods;
Nature of the consultation topic: closed consultation with high urgency and professionalism; The consultation with high comprehensive degree, low urgency and impure technology adopts participatory method;
3. Interpersonal relationship within the customer enterprise: the integration of cadre-group relationship within the enterprise adopts participatory method; The relationship between cadres and masses in enterprises is tense and manipulation is adopted;
The relationship between consultant and customer responsible person: the relationship between consultant and customer responsible person is deeply manipulated;
Section 5 Basic Procedures of Enterprise Management Consulting
First, the concept of the basic procedure of management consulting: it refers to the work content, working methods and mutual relations in each stage of the consulting process; It includes four stages: contact consultation, preparatory consultation, formal consultation and program implementation;
Second, contact consultation stage: the starting point of enterprise management consultation;
(1) Contact and negotiation tasks: 1 negotiation and negotiation; 2. Clear cooperation intention; 3. Preliminary investigation; 4 research reply;
(3) Problems that should be paid attention to in the consultation and contact stage: 1 Establishing the consultation image; 2. Judge the sincerity of customers; 3. Measure the acceptance conditions;
Third, the preparatory consultation stage:
(1) Preparatory tasks for the consultation stage1; 2. A comprehensive and in-depth investigation; 3. Clarify the key issues of the enterprise;
4. Clarify the essence of the problem; 5. Determine the topic of consultation; 5. Sign the consultation agreement; 6. Determine the consulting fee;
(II) Quotation method for management consulting: 1 Cost pricing quotation method: Based on the calculation principle of human capital investment, it is the most traditional and commonly used quotation method for consulting projects; Determine the level according to the skills, experience and responsibilities of the consultant; The consultant's unit price multiplied by the total working hours; Plus travel expenses; 2 enterprise gain quotation method: charged according to the percentage of sales revenue or profit added value; Complex, difficult and practical methods; 3. The quotation method of consultant's working hours: based on the time actually spent by the consultant; Popular methods in mature markets;
Fourth, the formal negotiation stage.
(A) the task of the formal consultation stage
1 depth investigation and analysis; 2. Analyze the cause of the problem; 3. Put forward the improvement plan; 4 Submit consulting report: also called diagnosis report;
(A) commonly used research methods
1 interview: the most commonly used survey method; 2. Questionnaire survey; 3 data collection; 4. On-site visit and on-site investigation;
(2) Work steps of investigation and analysis 1 Meeting with the person in charge of the customer; 2. Understand the main business processes of customers; 3. Visit the business site; According to the needs of the project, arrange conversations with senior leaders and employees of customers; 5 need to determine whether to conduct a questionnaire survey; 6. Collect and sort out the data of field visits, interviews and questionnaires; 7. Statistics and analysis of data; 8. Analyze and summarize to form a list of problems; 9. Analyze the cause of the problem;
Common analytical methods
1 model analysis method; 2. Comparative analysis; 3 Causal analysis; ④ correlation analysis; 5 trend analysis method;
(D) The basic framework of the diagnosis report
1 work instruction for diagnosis stage; The main conclusions of diagnosis: the core part of diagnosis report is the soul and outline of the report; 3. Demonstrate the existing problems; 4. Learn from the experience of the industry or other enterprises; 5. Put forward ideas to solve problems;
Verb (abbreviation for verb) the implementation stage of the plan
(1) Tasks in the implementation stage of the plan: 1 Help enterprises to implement the plan and make the consultation work fruitful; 2. Guide the desire for change and remove obstacles to implementation; 3. Training customer personnel; 4. Summary of consulting work;
Section 6 Subject and Object of Consultation
1. Consultants refer to consulting service organizations, consultants and enterprise-oriented consulting organizations that provide consulting services for client enterprises.
(a) the meaning of consulting organization is a social group consciously established to achieve the purpose of consulting services.
(2) The structure of consulting organization includes the internal structure of consulting organization and the structure of consulting group.
1 setting of different positions in internal structure consulting institutions, positions of consultants with different energy levels in consulting institutions, and proportion of various personnel.
2. The consulting group is a temporary working group composed of personnel sent by consulting institutions to enterprises to carry out consulting tasks.
(3) Principles to be followed in the design of consulting organizations.
1 obey the company's development strategy; 2. Adapt to the development stage of the company; 3. Maintain high adaptability; 4. Consider the quality, ability and relationship of consultants; 5. Respect the special needs of high-quality talents;
(IV) Operating principles of consulting institutions The leaders of consulting institutions rely on management functions to direct and ensure the consulting business functions, so as to keep all aspects of consulting work in good operation.
Two, the consulting object refers to the consulting object, which is an enterprise that voluntarily accepts consulting services;
(A) the characteristics of the consulting object
1 is the main undertaker of social economy; Have the desire to welcome consulting institutions, but also doubt the medical skills of consulting; Thirdly, it is an organic whole with people as the main body and many factors interrelated and interacting;
(2) the operation law of the consulting object. The various production factors of the enterprise are reasonably invested, organically combined and efficiently output according to the technical, economic and social laws; Make the overall function of the enterprise play normally, dynamically adapt to the changes in the environment, meet the needs of the market, and seek long-term survival and development.
1 The characteristics of enterprise system are: (1) purposefulness; (2) correlation; (3) collectivity; (4) environmental adaptability;
2. Principles that enterprises should follow in the input of production factors: (1) Technical rules: production technology; (2) Economic laws: law of value, law of competition, law of supply and demand; (3) social rules; Meet the demand;
(3) the classification of consulting objects
Ownership by property: 1 public enterprise; Including enterprises owned by the whole people and collectively; 2 private enterprises: also known as private enterprises: the economic nature belongs to the private economy; Labor relations are: employment relations; Employ more than 8 people; Public-private joint ventures: including joint-stock enterprises and joint ventures;
According to the property composition of the enterprise
1 individual owner enterprise: an enterprise composed of a natural person; Take unlimited responsibility;
2. Partnership: an enterprise owned by two or more natural persons; Take unlimited responsibility;
3 corporate enterprises:
By organizational form: 1 single factory enterprise; 2. Multi-factory enterprises; 3. Corporate enterprise; 4 group companies;
According to the market scope: 1 introverted enterprises; 2 export-oriented enterprises; 3 multinational companies;
According to operating resources: 1 labor-intensive enterprises, 2 capital-intensive enterprises and 3 technology-intensive enterprises; 4 knowledge-intensive enterprises;
According to the main technology: 1 traditional technology enterprises; High-tech enterprises;
By enterprise scale: 1 large enterprise; 2 medium-sized enterprises; 3 small businesses;
(4) corporate enterprises:
1 Characteristics of corporate enterprise: (1) is a corporate enterprise, legally an independent civil subject and economically independent property; (two) the implementation of limited liability system; (3) separation of ownership and management rights;
2. Specific forms of corporate enterprises:
(1) limited liability companies: corporate enterprises account for the majority; No public offering of shares;
(2) Limited by Share Ltd: public offering of shares; Organizational forms adopted by large enterprises;
(5) Enterprises with foreign investment
Form: 1 Sino-foreign joint venture: equity joint venture; Chinese-foreign cooperative enterprises: cooperative enterprises; Independent enterprise: all assets are owned by foreign investors;
(6) Enterprise groups
1 enterprise group characteristics: (1) It has a core enterprise with strong strength, control and influence; (2) The organizational structure is hierarchical; (3) Give priority to asset linkage, and influence and control enterprises through multiple channels;
2. Enterprise group level: (1) Core level: group company; Play a leading role; (2) Close layer: holding subsidiary; Basic strength; (3) Semi-tight layer: joint-stock enterprises; Auxiliary power supply; (4) Loose layer: affiliated enterprises with cooperative relations;
Three types of enterprise groups
1 product radiation type: one-stop production, supply and marketing; 2. Multi-component: cross-industry; 3 project supporting type: the project is the object; 4. Service-oriented management: joint venture of science, technology, commerce and enterprises; 5 extroversion; Taking foreign trade enterprises as the core;
(seven) the growth stage of the customer enterprise
Growth stage 1 stage 2 stage 3 stage 4 stage 5
Crisis leadership, autocratic order and strategic control have lost their vitality.
The key to growth, creation, guidance, authorization, comprehensive coordination, cooperation and innovation
Three, different types of enterprise management consulting customers
(1) Becoming a management consulting client 1 There is a demand for management consulting, and there is a lack of ability or energy to carry out reform and optimization. 2. They have the economic ability to pay; 3. Sign consulting contracts with consulting institutions;
(B) Factors affecting customer choice management consulting
1 macro environmental factors; 2. Industry competitive factors; Advisory agency factors; 4 customer factors;
(C) to provide consulting services for small and medium-sized enterprises should pay attention to the problem
1 "language" or "communication" problem; 2. The misunderstanding of "management promotion"; 3. Issues related to specific stages of the life cycle; 4 development issues; 5. Basic management problems: the most easily observed and common problems; Such as research and development, production, quality and cost; 6. Ways of providing consulting services; Appropriate consultation+training methods;
(4) Problems needing attention in consulting service of large enterprises 1 Control and operation mode of large enterprises: characteristics of control mode: administrative control; That is, using policies, rules, written documents, standardization and other means to control enterprises. 2. The influence of power structure on consultation; 3. High-standard consulting suggestions or programs; 4. Difficulties in implementing changes;
Third, the relationship between consulting subject and object.
(a) the relationship between the service and the recipient;
1 consulting agencies are changing: 1 shopping guide 2 designers 3 promoters;
2. The customer enterprise is changing: 1 decision maker 2 participant 3 implementer;
(2) the internal and external reasons for the change; Consulting organization is the external cause of change; Customer enterprise is the internal cause of change;
(three) the economic relationship, working relationship and interpersonal relationship between subject and object;
The economic relationship between subject and object refers to the commodity exchange relationship;
Section 7 Quality and Professional Ethics of Consultants
First, the quality that a consultant should have
(a) political and ideological quality and moral quality;
1 political insight; 2 dedication; 3 sense of responsibility; 4 decent style; 4. Innovative spirit; 5. Responsible spirit;
(2) intellectual quality; 1 common sense: economy is the most important; 2 professional knowledge and experience: management; 3 education level: at least college degree; 4. Self-study ability; 5. Higher IQ;
(3) Skill quality: it is a sign different from enterprise managers; Including 1 listening comprehension; 2 independent thinking and quick judgment; 3 cooperation and communication; ④ Expression, persuasion and guidance;
5. Analyze and solve problems; 6. Undertake professional consulting work;
(4) Physical quality and psychological quality;
Second, the mission of the management consultant
1 is a reformer to promote enterprise management change; Explorers who develop management and management consulting theories and methods;
Third, the content of consultant management
1 recruitment; 2 assessment; 3 rewards and punishments; 4 training; 4. Incentive measures;
Fourthly, the core competence of consultants.
(1) The core competence of consultants refers to: the influence of consultants;
(2) The influence of consultants depends on: 1 the ability to find, analyze and solve problems; 2. The scientific and innovative nature of the consulting scheme; 3. The artistry of consulting work; The performance is as follows: (1) The opinions are pertinent and thorough, and easy to understand; (2) The opinions are sharp and pungent without losing respect; (3) It can not only shock the mind, but also arouse the enthusiasm;
5. Ethics that management consultants should follow.
1 Strictly abide by relevant national laws, regulations and policies; 2 Do not accept incompetent consulting entrustment; 3. Maximize the interests of customers; 4. Maintain the independence, objectivity and impartiality of consulting work; 5 keep customer secrets; 6 that is, "teach people to fish" and "teach people to fish"; 7 don't do anything to denigrate your peers;
Six, consulting work norms
(a) the meaning of consulting work norms refers to the professional ethics and code of conduct that consultants must follow formally stipulated by consulting associations and consulting organizations;
(two) the contents of the consulting work norms
1 Have correct political views; 2. Abide by the laws and decrees of the state and act in accordance with the party's principles and policies; 3. Strictly keep enterprise secrets; 4. Starting from the interests of enterprises; 5 Modest and prudent, treat people equally; 6. Insist on a just position and adopt a scientific attitude: don't listen to the partiality; One-sided subjectivity; Investigation and study; Emphasize factual data; 7 maintain a decent style: unselfish;