It was Japan that first applied Sun Tzu's Art of War to enterprise management. 195 1 year, Takeo Hashimoto, an entrepreneur who used to be a Japanese soldier, introduced some ideas from Sun Tzu's Art of War into enterprise management, reorganized and rebuilt Toyo Precision Industry Company, and it has been full of vitality and enduring ever since. American scholars highly praised the management thought of Sun Tzu's The Art of War in their works on enterprise management. George, a famous management scientist, emphasized in the History of Management Thought: "Do you want to be a management talent? You must read the Art of War! " Rove, American entrepreneur and chairman of the board of directors of General Motors? Smith claimed that his management method came from The Art of War written by China more than 2,000 years ago, and applied his theory to carry out drastic reforms in the company.
1. Change the production direction of products at any time due to "enemy change"
"Reality" "Husband and soldier are like water, water flows because of the ground, and soldiers win because of the enemy. Therefore, the soldiers have no constant potential and the water is unpredictable. Being able to win because of the change of the enemy is called God. " "Nine Chapters" "Practice ink and fight the enemy." Enterprise managers should also adjust their business strategies at any time according to the changes in the market, the situation of competitors and the needs of customers to ensure the survival and development of enterprises.
Haier Group, a leading household appliance enterprise in China, was formerly known as Qingdao Refrigerator General Factory, which was formed by the merger of two small collective factories on the verge of bankruptcy in Qingdao. 1984, when Zhang Ruimin was transferred as the director of Qingdao Refrigerator General Factory, the factory lost1470,000. Zhang Ruimin used China's ancient philosophy to turn a small and troublesome enterprise into a giant enterprise-Haier Group. Zhang Ruimin's success benefits from his business philosophy, which is to make full use of high technology to create markets and guide consumption. Generally speaking, it is not to compete for the share of the existing market, but to make a "cake" for yourself to enjoy, that is, to be the first in the function and performance of the product.
To this end, Haier introduced the most advanced technology from abroad and did not hesitate to borrow money to establish a strategic development department. By the end of 1995, Haier Group had more than one national patent 100, and developed seven kinds of high-tech and high-value-added products with thousands of specifications, such as refrigerators, air conditioners and freezers. Haier Group is the exclusive enterprise group with super energy-saving and fluorine-free refrigerators in China, which has the most advanced level in the world at present. Haier Group is also the first enterprise in the world to master three CFC substitution technologies at the same time and form large-scale production. At present, Haier has formed a technological innovation progress of "one new product in two days and two patents in one day". 70% of new products and patents have been commercialized. In addition to maintaining the domestic market, Haier Group has also vigorously expanded its overseas living space, and has registered Haier trademarks in 102 countries. China Haier brand has been established in more than 40 foreign countries and regions, and Haier products have become a new hot spot in international brand marketing.
Second, we should "cultivate and protect the law" and improve the management mechanism.
"Xing Pian" "Those who make good use of soldiers will also repair the law."
"Cultivating" means establishing the purpose of serving the society and the people, producing high-quality products, and making enterprises have a good reputation among the people; "Protecting the law" means perfecting the rules and regulations of enterprises. Among them, "law" includes "music system, official road and main use", and "music system" is organizational setting, which is to divide the whole enterprise into many departments, workshops and operation groups. "Official Road" refers to the responsibility scope and subordinate relationship of the general manager, deputy managers, section chief and other management personnel; The application of "main purpose" in enterprises refers to the management of administrative, procurement, production, advertising and other expenses and related financial systems. If the enterprise's rules and regulations are sound, it can, as the "potential article" said, "govern the public like governance."
Widowed ",enterprise management in an orderly way, orderly, fast operation.
Shanghai Baoshan Iron and Steel Company is one of the large modern enterprises in China, which is famous for its high-quality products and enthusiastic after-sales service. The management mechanism of Baosteel is a pagoda-shaped vertical structure, which is divided into four levels from top to bottom: decision-making level, management level, execution level and operation level. Each member of the decision-making level has a clear division of labor, performs his duties, focuses on collecting and mastering all kinds of important international and domestic political, economic, technical and other information, analyzes the production and operation situation of the whole factory, is responsible for the next market development, formulates feasible business objectives and reform plans, and builds a workforce. Under the management, there are offices, departments and general factory offices, and deputy factory directors are in charge of production, technology, equipment and operation respectively, and handle daily affairs. The senior management has seven secondary plants, including ironmaking, steelmaking, primary rolling, steel pipe, hot rolling, cold rolling and power generation. The workshop director can handle the problems in the workshop without asking the factory director. Management layer is the basis of Baosteel's management mechanism. The annual output of steel in the whole plant mainly depends on the on-site command of the operation chief, who is fully responsible for the operation area, has the production command right, is responsible for the ideological work of the masses, and shoulders six major tasks of safety, rusticity, output, quality, cost and delivery date. The long-term "abiding by the law while practicing" has made Baosteel, a big enterprise, feel excited, with clear responsibilities and excellent product quality.
Third, "selecting talents and appointing talents" promotes the rapid development of enterprises.
In the "situation", "choosing people and taking advantage of the trend" means choosing a good general. The generals in Ji films must have five qualities: intelligence, faithfulness, benevolence, courage and strictness. "Seeking the Wind" said: "General Kuninosuke is a strong country; Kuninosuke is weak. " The quality of top managers' work determines the rise and fall of enterprises, so it is necessary to select talents with excellent quality as factory directors and managers.
Ford Motor Company used James, an expert with outstanding wisdom. Kurzner became the manager and made Ford the king of cars. General Motors took Si Long, a genius of modern company organization, as the general manager, which made the company's turnover rise rapidly. With Iacocca as its president, Chrysler has not only paid off all its debts, but also made unprecedented huge profits, which has undergone earth-shaking changes.
"March" "There are not many soldiers, but there is no Wujin, which is enough to meet the enemy and take people." We should also select the best soldiers and simplify administration, exclude those who are weak and ill, have low cultural literacy, have no enthusiasm for work and have poor ability, and choose the strong with wisdom, ability and strength. In the development of enterprises, we should not only "select people", but also "guide according to the situation" and "create momentum". In the planning book, "those who have power should control their power according to their interests", which should be used according to the actual situation of enterprises and effective measures should be formulated.
Fourth, "know yourself and know yourself" to ensure the smooth implementation of the decision.
"Know yourself and know yourself, fight a hundred battles" in "Tackling the Attack" is also the effective wisdom of enterprise management, which requires enterprise leaders to understand and master the external environment and the situation of the enterprise itself. Only by knowing all aspects and links of "there" and "oneself" like the back of one's hand, can we make full use of our strengths and avoid our weaknesses, improve the consciousness of decision-making, reduce blindness, and make enterprises move smoothly along the right channel, as topography says.
Forward.
The first capital company, an American credit card issuer, makes full use of Sun Tzu's business principle of "knowing yourself and yourself" to collect detailed information of customers, and then conducts hundreds or even thousands of issuance tests on consumers from all walks of life. Through a large number of tests and rigorous analysis, we can find out the new customer base, standardize the new issuance method of credit cards, and minimize the risk of the company. The First Capital Company has determined the development strategy of using information technology to reform the credit card pricing and distribution business, and in less than ten years, it has developed from a little-known ordinary company to one of the largest and most profitable credit card issuers in the United States.
Fifth, "suit measures according to the enemy" and reduce production costs.
"Battle" "Because the food is against the enemy, the military food can be sufficient." "If the country is poor, teachers will lose their distance, while if the people are poor, they will lose their distance" and advocate "wisdom is the enemy". Business operators can use competitors' resources to strengthen their own strength through "borrowing".
When Nike shoes company sells its products to Asia, it adopts the strategy of "losing grain to the enemy", making full use of local raw materials and low-paid and hardworking Asian labor force, which greatly reduces production costs and increases its advantages in market competition.
Six, "calculate without fighting", improve the economic benefits of enterprises.
"Ji Pian" "If the husband wins without fighting, he will pass; If the temple didn't win before the war, it would be too few. More wins and less wins. " Analyze subjective and objective conditions, make operational plans, avoid unnecessary losses, and advance towards the goal of victory. To start a business and distribute goods, we should also make a "calculation" in advance, and initially determine the total amount of funds, material resources, talents, market demand, plant construction, production management, research and development, operation planning, advertising budget, sales forecast, economic environment forecast, tax payment, material loss budget, return on investment and annual profit plan, and finally choose products with favorable environment, moderate scale and best sales.
Shandong Lanlingmei Winery has a backlog of products and a decline in benefits. After investigation and analysis, it is believed that "reform and opening up will start people's consumption psychology, and luxury and high-grade will become the fashion". As a result, the enterprise quickly established the product adjustment plan of "high quality, high grade and low grade", invested 2 million yuan to develop new products such as Lanling fine wine, special koji and special liquid, and formed a product structure of high, medium and low grade, four series and 36 varieties, which increased economic benefits by more than 654.38 million yuan that year. Since then, the factory has once again predicted the economic situation and market trend, formulated the adjustment plan of "improving product quality in an all-round way and speeding up new product development", and developed five new products, such as Lanling and Specially Brewed, as well as Gao.
The economic benefits of this series of tourism products exceeded 40 million yuan in one fell swoop.
Seven, "the first invincible", win users with excellent quality.
"Shape" requires war commanders to make all kinds of preparations in advance so that the enemy can't attack, and the enemy will take advantage of the opportunity and defeat in one fell swoop. In the enterprise competition, we should improve the product quality, such as adopting advanced technology, equipment and technology, selecting and cultivating high-quality talents, and establishing strict quality management and inspection system, so as to make the products exquisite, novel, accurate, firm, functional and convenient to use, and be in a leading position among similar products.