What is the way of enterprise strategic management?

Lead: In today's society, with the vigorous development of market economy and international circulation, the competition is unprecedentedly fierce and the space is even narrower. When making a strategic plan, an enterprise must consider its business strategy from a global perspective, a large circulation perspective and an industry-free perspective, so as to obtain the best strategic management effect.

What is the way of enterprise strategic management? First, determine the purpose.

The purpose of the enterprise is very important. It is a statement about the purpose of an enterprise that is different from other similar enterprises. A good goal of an enterprise should include five aspects:

1. Define what an enterprise is and what it wants to be;

2. Strategically, enterprises are allowed to develop creatively, and tactically, enterprises are restricted from taking some risks;

3. Distinguish this enterprise or institution from other enterprises or institutions of the same type;

4. It should be used as a framework for evaluating the current and future activities of enterprises;

5. The statement is accurate and clear, which is easy for the whole enterprise to understand.

To sum up, the statement of purpose should include the following nine aspects: customers, products (services), market, technology, concern for survival, growth and profit, philosophy, self-awareness, concern for public utilities and consideration for employees within the enterprise.

Second, the analysis of external environmental factors

We first analyze the external environmental factors of enterprises, the most important of which is the social macro-environmental analysis. Five variables to be considered in macro-environmental analysis;

1 economic strength

Research shows that many changes in economic factors may bring opportunities or threats to enterprises. There are six core economic factors: first, the national macroeconomic policy, the development trend of the national economy, the proportion and relationship among the three major industries, the level of inflation rate, interest rate and price policy; Second, people's behavior of adapting to economic changes, the average income of residents, the proportional relationship between consumption and savings, and the gap between regions and consumer groups; Third, financial policy, monetary policy, the value of domestic currency in the international financial market, the convenience of bank credit and the trend of the stock market; Fourth, changes in foreign trade and economic policies, labor force and capital output.

2. Social culture and environment

There are many social, cultural, environmental and demographic factors that affect enterprise strategy, but they can be divided into four parts: first, social factors: changes in family structure, divorce rate and social responsibility; Second, cultural factors: changes in people's values, morale, customs, cultural traditions, education level and attitude towards work; Thirdly, demographic factors: the problem of social aging, the change of population proportion in nationality and gender, the difference of re-education level and lifestyle between population and region; Fourth, environmental factors: environmental protection, waste recycling, ecological balance, land desertification.

3. Politics and law

Usually, the political and legal factors that affect enterprises are as follows: the stability of government policies, changes in tax rates and tax laws, changes in enterprise laws, advertising laws, environmental protection laws, tariffs and patent laws. Political trends, national defense (military) expenditure, import and export policies, government budget and currency reform, special legal provisions of local governments, attitudes towards foreign enterprises, etc.

4. Technology

With the rapid development of science and technology, computers have been widely used in today's society, and the Internet is also developing at a high speed. Revolutionary technological changes such as robot flexible factory, high-efficiency medicine, laser technology, satellite communication network, optical fiber, bioengineering and life engineering have brought great influence to the production process and technology of enterprises. Technological innovation can have a great impact on the products, services, market suppliers, suppliers, competitors, customers and marketing methods of enterprises.

5. Competitors

Competitors usually come from the same industry. Identify competitors mainly by considering each other's strengths, weaknesses, abilities, opportunities, threats, goals and strategies. Collecting and evaluating competitors' information is the basic condition for the success of formation strategy. But it is not easy to identify competitors, American professor Michael? Porter put forward a famous industry analysis technology, also known as Porter's analysis factor model, that is, potential entry, development of substitute products, bargaining power of suppliers, bargaining power of buyers and analysis of competitors of existing enterprises.

Third, the evaluation of internal environmental factors

Let's analyze the internal environment of the enterprise again. The analysis of the internal environment is the analysis of the advantages and disadvantages of its own organization, and the fundamental point that the internal environment is different from the external environment is that enterprises can control their own internal environment. The analysis of internal environmental factors mainly includes the management, marketing, finance/accounting, production/operation, research and development of enterprises or institutions.

1. Internal management analysis

The analysis of management factors mainly includes five aspects: planning, organization, motivation, personnel and monitoring. These five functions interact and depend on each stage of strategic management. From the stage of strategic formulation, the planning function of management is more obvious. From the stage of strategy implementation, it involves management functions such as organization, salary and personnel.

Organizational management mainly refers to all management activities that coordinate the relationship between duties and rights; Incentive management mainly refers to all activities to mobilize the enthusiasm of all employees; Personnel management activities mainly refer to personnel arrangement or human resource management; From the strategic evaluation stage, it is the control function of management, and control management refers to all activities that ensure the implementation results are consistent with the plan.

2. Marketing analysis

The analysis of marketing mainly includes nine marketing functions. First, consumer analysis; The second is to buy goods; The third is to promote products/services; The fourth is the product and service plan; The fifth is the price; The sixth is circulation; 7. Marketing research; Eight is opportunity analysis; Nine is social responsibility. Social responsibility is mainly considered from the safety performance of products and reasonable product prices. Social responsibility in a broad sense is a kind of management responsibility that enterprise managers should undertake for the progress and interests protection of the whole society.

3. Financial analysis

The financial situation is the best measure to evaluate the competitive situation of enterprises, and determining the financial advantages and disadvantages of an organization is the basic principle to effectively formulate strategies. The change of enterprise financial factors will change and terminate the implementation process of existing enterprise strategy or strategic plan.

The function of financial management mainly depends on financing decision, investment decision and distribution decision. Investment decision-making involves how the enterprise's funds are distributed among factories, various projects and various products. The best capital structure of enterprises should be considered in financing decision-making, including taking various effective measures to increase enterprise capital. Financing decisions must consider the short-term and long-term demand for liquidity. Two key financial ratios can indicate whether the financing decision of an enterprise is effective or not. One is the ratio of liabilities to shareholders' total capital (also called the ratio of liabilities to self-owned capital), and the other is the ratio of total liabilities to total assets (also called the ratio of liabilities to assets). The distribution decision mainly considers whether the dividend per share and the dividend time are stable.