Some thoughts on enterprise management innovation

Some thoughts on enterprise management innovation

Management is a strategic activity to plan and deploy the long-term development of an enterprise and formulate its vision, objectives and policies according to its resource status and market competition environment. The following are some thinking papers about enterprise management innovation that I shared. Welcome to read the reference.

Taking business innovation as the breakthrough point, this paper emphasizes the difference and connection between business and management, and then provides some suggestions for enterprises in the face of economic downturn and structural adjustment, such as: creating an atmosphere of business innovation; Cultivate the concept of business innovation; Accelerate industrial upgrading and transformation. It is hoped that more enterprises can attach importance to business innovation, promote the economic evolution to a stage with more advanced form, more optimized division of labor and more reasonable structure, and truly realize the transformation and upgrading from "Made in China" to "Created in China".

Keywords: business innovation, smile curve, industrial upgrading and transformation

First, the background of enterprise management innovation

After more than 30 years of rapid development, more than 100 enterprises in China have entered the world's top 500, but this has not changed the situation that manufacturing countries are not manufacturing powers. What should be paid more attention to is that the absolute subject of these 100 fortune 500 enterprises is state-owned enterprises, and most of them are strengthened by means of administrative merger and resource monopoly, rather than relying on their own technical and management strength. With the downward adjustment of economic growth rate, China's economic operation still faces many difficulties and challenges. The downward pressure on the economy is still relatively large, and the pain of structural adjustment appears. Enterprises can't continue to expand rapidly according to the so-called successful model in the past, and they will face many new problems and contradictions. How to become stronger, better, bigger, transformed and upgraded has become the objective trend of modern enterprise development. Institutional innovation, technological innovation, product innovation and cultural innovation are undoubtedly important topics for enterprise transformation and upgrading, and business innovation is the meaning of enterprise transformation and upgrading. Enterprises need to persist in innovation, progress and breakthrough in the process of change, and embark on a new development path with higher quality, better efficiency, better structure and full release of advantages, so as to promote the economic evolution of China to a stage with more advanced form, better division of labor and more reasonable structure. Really realize the transformation and upgrading from "Made in China" to "Created in China".

Second, the relationship between operation and management.

(A) the difference between operation and management

Management is a strategic activity to plan and deploy the long-term development of an enterprise and formulate its vision, objectives and policies according to its resource status and market competition environment. Management solves the problem of enterprise development direction and strategy, which is an overall and long-term problem. There are different opinions about the definition of management. At present, the management of most domestic enterprises tends to the viewpoint put forward in "Industrial Management and General Management" published by Henry Fa Yueer 19 16: Management is a universal independent activity with its own set of knowledge system, which is composed of various functions, and it is a process for managers to achieve their goals by completing various functions.

1. The subject and object of management are different.

The main body of management is entrepreneurs. Entrepreneurs are experts in continuous business innovation under the market economy environment, have the ability to "do the right thing", can lead all employees to develop beyond the norm, and make enterprises the first in the industry. The object of management is customers. To do a good job in market economy, we must go to the market, segment the market, do everything possible to investigate and study, and strive to meet the needs of different customers. The main body of management is managers at all levels, and the key is to form good professional quality and achieve fruitful results. Accordingly, the managed is the object of management. For the managed, what we value is efficiency, that is, the ability to "do things right". The key to enterprise management must be people-oriented, so that employees can improve their skills, adapt to the needs of their jobs, and create products and services that customers are satisfied with for enterprises quickly, well and economically.

2. The functions of operation and management are different.

Management solves the problem of enterprise's direction, market and strategy, and what an enterprise does in the market, how to do it and how to develop it is very important for its survival and development. Strategic management decision involves the macro and overall situation of the enterprise, and if the decision is wrong, it will bring disastrous losses to the enterprise. Management belongs to "open source", which is to earn money, and the purpose is to find the maximum value-added opportunities for enterprise assets and realize them. Management solves the problems of order, discipline, working ability, positive creativity and improving asset utilization efficiency of enterprise employees. To achieve benefits from management, there are ways to improve quality, reduce costs, improve labor productivity, accelerate capital turnover, and save material consumption. Cost, quality and efficiency are the eternal topics of management. Management belongs to "throttling", which is to save money, is an internal and local problem of the enterprise, and is the foundation and guarantee for the survival and development of the enterprise.

3. There are different ways to realize operation management.

The way to realize business is superb artistry. Business is an entrepreneur's intuition, understanding, savvy, predictive judgment and grasp of the market. There is no fixed pattern and no learning software. Management must change with the change of the market. Different markets, different industries, different enterprises, entrepreneurs operate in different ways and cannot be copied. The way of management realization has strong stability and regularity, and the management system, mechanism and culture of enterprises must be relatively stable. Endless institutional change is the cost of managers and the emotional resistance of the managed. Management pays more attention to rules and paradigm. Enterprise management has models, software and no confidentiality. You can learn and copy from other enterprises, which is more scientific and regular.

(B) the interactive relationship between operation and management

Management strategy determines management mode. Business strategy is programmatic, directional and strategic, expressing the choices made by entrepreneurs to achieve their goals, and judging the present situation and future. The correct management concept is the enterprise's accurate grasp of market rules, and with appropriate management support, the enterprise can last forever. Only when the correct business strategy is determined, can the matching management strategy give full play to its role. Management level affects management effect. No matter how perfect a business strategy is, it will be short-lived in the end if it is not properly managed.

There are often companies complaining: "I got up early and caught a late episode", watching my creativity become the fruit of others. The higher the management level, the easier it is to realize the management effect, and the realization of the management effect further promotes the improvement of the management level. In the normal operation of the market economy, especially in the economic downturn and structural adjustment, entrepreneurs cannot continue to expand rapidly according to the so-called successful model in the past. How to constantly carry out business innovation, "do the right thing" and grasp the correct development direction is the way for enterprises to survive.

Third, promote enterprise management innovation.

Business innovation is a dynamic process of continuously creating and satisfying market demand in a comprehensive, systematic and creative way in the activities of commodity production and exchange, asset management and capital operation, with profit as the purpose and market as the object. At present, the weakest environment for domestic enterprises is management, the worst ability is innovation, the most important thing is to change ideas, and the most important thing is to improve the decision-making ability of business innovation. Business innovation, for sales, is to organize and strengthen the construction of market network, weave nets and raise fish, control channels and improve market share; For entrepreneurs, it is to innovate the business model of enterprises through brand strategy, capital operation and talent gathering.

(A) to create an atmosphere of business innovation

The endless practice of enterprise management innovation is inseparable from the creation of a new cultural atmosphere. The driving forces of innovation include interests, crises and responsibilities. From the psychological point of view, interest means that the realization of people's personality, specialty and interest will bring self-satisfaction. Just like Edison, a great inventor, innovation was his interest. He enjoyed it and invented thousands of things. Crisis is a test for organizations and individuals. Sticking to the rules and following the rules can't resolve the crisis and get a new life. Only by changing the course can we see the new sun again. Responsibility is a kind of professional ethics, which means that moral actors, out of a strong sense of responsibility for society and the nation, tap and dedicate their own intelligence and constantly bring forth new ideas. To promote innovative achievements, we must advocate innovative cultural atmosphere.

The first is the material level: the buildings of enterprises, including office buildings, production plants, sculpture signs, etc., should be novel, healthy and lively, contain positive energy, spread positive energy and stimulate positive energy; The second is to put innovation in the first place. It is necessary to formulate a special system to encourage innovation, allow trial and error, tolerate failure, dispel the worries of innovators, stimulate employees to maintain their interest in innovation, protect their innovative behavior, and avoid and compensate unpredictable innovation risks; Finally, the spiritual level: employees can form the same innovative values and innovative ways of thinking, which is the highest level of corporate culture construction and the key to the success of cultural construction. In the excellent innovation culture atmosphere, the incentive orientation of enterprises should be based on the interest in innovation, the sense of crisis in times of peace, and the sense of responsibility with iron shoulders.

(B) to cultivate innovative ideas of enterprises

Only by tearing open the buttons of thought can we take the step of development. The first problem in the development of anything is concept, and we must break old concepts and establish new ones. Business innovation is no exception. The opposite of business innovation is traditional management. The disadvantages of traditional management: attaching importance to management and neglecting management. In fact, the decline in the operation of loss-making enterprises is only a phenomenon and a result, not a cause and essence, but a problem in operation. The idea of establishing business innovation is

First, we should identify with and follow the "leadership". The market is dominated by enterprises, which is called market orientation.

Second, we must grasp the key direction. Management is the leader of the enterprise, and the leader leads the way.

Third, we must lay a solid foundation. Management is the foundation of an enterprise. Without management, there will be no discipline and norms, and the result will be a mess. Management should serve the operation, not engage in formalistic management and hinder the operation.

Fourth, make good use of tools. Technology and management are both tools of enterprises, and technology management orientation or technology management forerunner is actually a misleading operation. If you leave the correct business decision, the developed product management tools can only be samples; However, if we make good use of good technical tools under the correct management decision, we can continue to develop unique, unique and excellent products to stimulate, pull and create demand; At the same time, you can also use the core technology that you have mastered, controlled and monopolized to delay the listing and supply of new products and improve the utilization efficiency of the original process equipment of enterprises.

(3) Accelerate industrial upgrading and transformation.

In fact, many enterprises do not do badly in management. To make matters worse, there are not many changes and innovations in management, but they are constantly seeking changes in management. As a result, the management level of many of our enterprises is much higher than the management level, and when the management level is higher than the management level, it is very likely that losses will occur. The smile curve vividly tells us that the profit generated by manufacturing links is low at present, and the global manufacturing supply exceeds demand, but the added value of R&D and marketing is high. Therefore, the future business innovation of enterprises should develop to the two ends of the smile curve, that is, strengthening the intellectual property created by R&D on the left, strengthening customer-oriented marketing and services on the right, and increasing the added value of channels and services.

Accelerate the industrial upgrading and transformation of enterprises and occupy a favorable position in the "smile curve" of industrial chain division of labor. Product upgrade, from the original low-grade to mid-grade, mid-grade to high-grade. Ways to guide consumption and create market demand; Moving products down, the pursuit is not to increase added value, but to segment the market, create different markets, reduce the fixed cost of marketing, and create the concept of scale economy; Production technology upgrading, through research and development and independent innovation, increase the scientific and technological content of enterprise production technology; Innovate business model, network integration, shorten sales channels, establish direct supply and direct sales relationship, the terminal is king, the shorter the channel contraction, the higher the added value; Create brand value, bring premium to owners, generate value-added intangible assets, and enhance value creation ability.

Four. conclusion

"Seeking benefits from management" has become the knowledge of contemporary entrepreneurs. However, enterprises are divided by more and more detailed professional division of labor (focusing on local areas), blocked by rigid barriers of many functional departments, and lose the flexibility to cope with changes. With the increase of enterprise scale and discourse power, enterprises are becoming more and more complacent, unwilling to actively communicate with customers and suppliers, entering the stage of closed doors, and losing a lot of opportunities for change and innovation. There is no absolute foundation in the world, and the survival of enterprises is full of many uncertain factors. Similarly, although innovation and change can not completely guarantee that enterprises will always be at the forefront, they are the necessary prerequisites for the sustainable survival and development of enterprises. It is difficult for any enterprise to win the future if it stands still and does not think about innovation. It is hoped that more enterprises can attach importance to business innovation, make their own cakes bigger and bigger, seek more benefits for their employees, push the economy to evolve to a stage with more advanced form, more optimized division of labor and more reasonable structure, and truly realize the transformation and upgrading from "Made in China" to "Created in China".

References:

[1][ America] peter drucker. Xu Shi translated in detail. Effective manager [M]. Beijing Machinery Industry Press 2005

[2] Yang Keming. Innovative management [M]. Beijing: Peking University Publishing House, 2005.

[3] Zeng. Innovative management of modern enterprises [J]. Harvard Business Review, 20 12

[4] Shiping Li. On innovative management of enterprises. Journal of zhengzhou institute of aeronautical industry management (Social Science Edition) 2008( 10)

Extended content

Enterprise management strategy

(A) differentiation strategy

1. Differentiation strategy refers to the strategy that enterprises gain competitive advantage by providing products or services different from competitors for large-scale markets.

2. The differentiation strategy is mainly applicable to the following situations:

① Products can be fully differentiated and recognized by customers;

(2) diversification of customer needs;

(3) The industrial technology of enterprises is changing with each passing day, and innovation has become the focus of competition.

3, the implementation of differentiation strategy should have the resources and skills include:

① Strong R&D ability;

② Strong product design ability;

3 creative;

④ Strong marketing ability;

⑤ Enterprises enjoy the reputation of leading in quality and technology;

⑥ You can get strong support from manufacturers.

4. The risks of adopting differentiation strategy mainly include:

(1) competitors may imitate and make the differences disappear;

② Differences in products or services have lost their meaning to consumers;

③ The cost gap with competitors is too large;

④ Enterprises adopting differentiated concentration strategy can achieve greater differentiation in market segments.

(B) Centralized strategy

1. Centralized strategy is a strategy to gain competitive advantage by adopting cost leadership or differentiation for specific purchasing groups, product segments or regional markets. Small and medium-sized enterprises generally adopt centralized strategy, which can be divided into centralized cost leading strategy and centralized differentiation strategy.

2. The centralized strategy is mainly applicable to the following situations:

(1) With limited resources and capabilities, it is difficult to achieve cost leadership or differentiation in the whole industry, and only individual market segments can be selected;

② The target market has huge demand space or growth potential;

③ The competitors in the target market did not adopt a unified strategy.

3, the implementation of centralized strategy risks mainly include:

(1) competitors may imitate;

(2) Due to the emergence of technological innovation and substitutes, the demand in the target market has declined;

③ Because the difference between the target market segment and other market segments is too small, a large number of competitors flood into this market segment;

④ New entrants segment the market.

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