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1、商务英语入门,-第二章 管 理,本章要点,管理的定义 管理的职能观点 管理的角色观点 管理的基本技能观点 组织结构,What is management-什么是管理,经典定义： 1.泰勒：管理就是确切了解你希望工人干些什么，然后设法让他们同最好的方法完成它。 2.法约尔：管理就是实行计划、组织、指挥、协调和控制。 3.西斯克：管理就是通过计划、组织、领导和控制工作的的诸过程来协调所有的资源以达到既定的目标。 4.孔茨：管理就是设计并保持一种良好的环境，使人在群体里高效率地完成既定目标的过程。,What is management-什么是管理,Management,Planning, Organ
2、izing, Directing, Controlling,Organizational Objectives,New Story of the Hare and Tortoise,Once upon a time a tortoise and a hare had an argument about who was faster. They decided to settle the argument with a race. They agreed on a route and started off the race. The hare shot ahead and ran briskl
3、y for some time. Then seeing that he was far ahead of the tortoise, he thought hed sit under a tree for some time and relax before continuing the race.,The hare shot ahead and ran briskly for some time. Then seeing that he was far ahead of the tortoise, he thought hed sit under a tree for some time
4、and relax before continuing the race. He sat under the tree and soon fell asleep. The tortoise plodding沉重缓慢地走 on overtook him and soon finished the race, emerging as the undisputed champ.,The hare woke up and realized that hed lost the race. The moral of the story is that slow and steady wins the ra
5、ce. This is the version of the story that we have all grown up with.,But a more interesting version of this story continues,The hare was disappointed at losing the race and he did some Defect Prevention (Root Cause Analysis). He realized that hed lost the race only because he had been overconfident,
6、 careless and lax. If he had not taken things for granted, theres no way the tortoise could have beaten him. So he challenged the tortoise to another race. The tortoise agreed.,This time, the hare went all out and ran without stopping from start to finish. He won by several miles. The moral of the s
7、tory？ If you can not only realize the disadvantage of yourself and try you best to change it, but also keep your advantage at the same time, you will be the winner at last.,But the story does not end here.,The tortoise did some thinking this time, and realized that theres no way he can beat the hare
8、 in a race the way it was currently formatted. He thought for a while, and then challenged the hare to another race, but on a slightly different route,The hare agreed. They started off. In keeping with his self-made commitment to be consistently fast, the hare took off and ran at top speed until he
9、came to a broad river. The finishing line was a couple of kilometers on the other side of the river.,The hare sat there wondering what to do. In the meantime the tortoise trundled滚动 along, got into the river, swam to the opposite bank, continued walking and finished the race. The moral of the story?
10、 First identify your core competency and then change the playing field to suit your core competency.,The story still has not ended.,The hare and the tortoise, by this time, had become pretty good friends and they did some thinking together. Both realized that the last race could have been run much b
11、etter. So they decided to do the last race again, but to run as a team this time.,They started off, and this time the hare carried the tortoise till the riverbank. There, the tortoise took over and swam across with the hare on his back. On the opposite bank, the hare again carried the tortoise and t
12、hey reached the finishing line together. They both felt a greater sense of satisfaction than theyd felt earlier.,Planning Function-计划职能,What is the situation now?,Where do we want to go?,How can we get there ?,SWOT analysis,Setting goal,Developing strategy Determining resources,SWOT（Strengths, Weakn
13、esses, Opportunities, Threats),SWOT analysis- SWOT 分析,机会 O,威胁 T,劣势 W,优势 S,扭转型战略,增长型战略,防御型战略,多种经营型战略,优势：阿迪达斯在材料和技术的新实验方面具有很强的竞争优势。 劣势：蔑视组织内外部环境的发展变化。 A. 消费者的偏好发生了变化 B. 管理当局沉迷原有的经营理念 C. 组织缺乏把握市场、搜集市场信息的功能 机会：健康活动的兴起和蓬勃发展使商业风向转变并孕 育无穷的市场机遇。 威胁：竞争对手的异军突起和符合潮流的竞争战略。,SWOT 分析案例-阿迪达斯和耐克,SWOT 分析案例-阿迪达斯和耐克,应该
14、采取的措施： A. 首先应抓住新的市场机遇，在原有优势的基础上对战略 进行调整，顺应消费偏好的变化，开发多元化产品。 B. 其次应加强员工队伍的建设，进行人力资源建设。积极招募有经验的人员从事市场信息的收集和分析工作。 C. 最后应从根本上放弃在市场上原由的领先者的居高临下的自傲态度，树立起强烈的竞争和创新意识.,SWOT 分析案例-阿迪达斯和耐克,实际采取的措施： A.学会向耐克取经，也进行了规模巨大的造星运动来提升品牌的影响力。 B.为雅典奥运会提供赞助，产品多元化优势明显胜过耐克。 C. 收购美国仅次于耐克的锐步体育用品公司，为进一步与耐克进行新一轮的亚洲市场竞争奠定基础。,Planni
15、ng Function-计划类型,Strategic planning,Which customers to serve What products to sell What services to sell The competing areas,Tactical planning,What is to be done Who is to do it How it is to be done,Planning Function-计划类型,Operational planning,Contingency planning,Setting work standards Setting work
16、schedules,Alternative action,Planning Function-经营决策过程,SWOT分析,确定组织的宗旨,远景目标,战略方案,具体目标,战术方案,Planning Function-经营决策过程,宗旨,成为全国领先的低成本高质量的自行车制造商,远景目标,下一个五年，公司要集中资源在各方面经营活动中全面提高质量和效率。,具体目标,生产部：将每台自行车的成本降低10元。 将生产能力提高到每年一万部。 销售部：必须建立至少300个新零售点。 加大在全国范围内的销售力度。 行政部门：将人事成本削减10%.,Organizing Function- 组织职能,设计组织结构,配备人员,运行组织,Preparing a structure,Recruiting employees Training employees,Allocating r
