Vision and mission statement are the first step of the whole strategic management model and the foundation of the strategic framework. The vision statement reflects the similarity of interests and can bring like-minded people together to face opportunities and challenges together. A good mission statement ensures the consistency of enterprise objectives, makes the business objectives specific, and makes employees, especially the management, know the development direction and work objectives of the enterprise.
It can be said that the vision and mission statement have played a lighthouse role in the development of enterprises.
Therefore, whether entrepreneurs, business managers or people who want to develop in the enterprise for a long time, they should understand the vision and mission statement.
1. What is a vision statement?
Vision statement is the wish of the enterprise, which clarifies "what the enterprise wants to be" and is also the basis of task/mission statement.
The following are the vision statements of some companies, which clearly describe "what to be".
Legend Holdings: Taking the industry as its own responsibility, it is committed to becoming a trustworthy and respected international investment holding company, with leading enterprises in many industries and global influence.
Disney: becoming the world's super entertainment company.
Contemporary Anpu Technology Co., Ltd.: Based on China culture and embracing global culture, we will build a world-class innovative technology company, make outstanding contributions to the new energy cause of mankind, and provide a platform for employees to seek spiritual and material well-being.
However, the company's vision is not static and will change with the changes of internal and external environment. Microsoft once changed corporate vision from "our strategic vision is to give priority to mobile and cloud, and to compete and grow into a fruitful platform company" to "our strategic vision is to build a first-class platform and productivity service for intelligent cloud and intelligent edge integrated with AI, so as to enhance competitiveness and achieve growth". The new vision echoes the development of artificial intelligence today.
Second, the mission statement
Mission statement (some are also called mission statement) is a declaration of the reason for the existence of an enterprise. He answered the question of "what is the business of an enterprise", including details such as what kind of organization it becomes and which customers it serves, which is the basis for setting enterprise goals and formulating strategies.
Generally speaking, the mission statement contains nine elements: users, products, markets, technology, concern for interests, ideas, self-awareness, concern for public image and concern for employees.
In practice, the mission statement of an enterprise does not need to contain the above nine elements, and you can choose a few that you value more.
When making a mission statement, it is best to follow the following principles:
Here are some examples of mission statements.
Contemporary Ampere Technology Co., Ltd.: Achieve customers with innovation and make life full of positive energy.
Disney: Entertains, informs and inspires people all over the world through unparalleled storytelling ability.
Tencent: everything is user-oriented, and social responsibility is integrated into products and services; Promote scientific and technological innovation and cultural inheritance, help all walks of life upgrade, and promote social sustainable development.
BYD: Meet people's yearning for a better life with technological innovation.
Personally, I feel that Tencent's mission statement is full, and the nine elements include users, products, ideas and concern for public image.
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1, the vision statement answers "What will the enterprise become";
2. The mission statement answered "What is the business of the enterprise";
3. When formulating the mission statement, you can choose the elements suitable for the enterprise from the nine elements;
4. The vision and mission statement will change with the different development stages of the enterprise.
References:
[1] Fred? r？ David. strategic management
[2] /Culture/index.aspx？ nodeid= 16
[3]about BYD/brand concept . html