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1、CHAPTER 5,STRATEGIES IN ACTION 战略类型,OUTLINE,1.Long-Term Objectives 2.Types of Strategies 3.Integrations strategies 4.Intensive Strategies 5.Diversification Strategies 6. Defensive Strategies,1.长期目标 2.战略的类型 3.一体化战略 4.强化战略 5.多元化战略 6.防御战略,7.Joint Venture and Combination Strategies 8.Michael Porter s Ge
2、neric Strategies 9.Mergers 10.Strategic Management in Nonprofit and Government Organizations 11.Strategic Management in Small Firms,7.合资与联营战略 8.迈克尔波特的一般战略 9.并购战略 10.非营利组织和政府组织的战略管理 11.小企业的战略管理,OUTLINE,NOTABLE QUOTES,Tomorrow always arrives. It is always different. And even the mightiest company is i
3、n trouble if it has not worked on the future. Being surprised by what happens is a risk that even the largest and richest company can not afford, and even the smallest business need not run. PETER DRUCKER 明天总会到来，又总会与今天不同。如果不着眼于未来，最强有力的公司也会遇到麻烦。对所发生的事感到吃惊是危险的。哪怕是最大的和最富有的公司，也难以承受这种危险，即使是最小的企业也应警惕这种危险。
4、彼得德鲁克,Planning. Doing things today to make us better tomorrow. Because the future belongs to those who make the hard decisions today.EATON CORPORATION做好规划。今天所做的事情是为了我们有更好的明天。未来属于那些在今天做出艰难决策的人们。伊顿公司,NOTABLE QUOTES,By taking over companies and breaking them up, corporate raiders thrive on failed corpo
5、rate strategies. Fueled by junk bond financing and growing acceptability, raiders can expose any company to taker, no matter how large or blue chip.MICHAEL PORTER通过兼并公司将其分解，公司猎袭者们靠他人战略的失败而兴旺。借助于垃圾债券融资和人们对兼并的认同，猎袭者们可以使任何公司面临被接管，不论这些公司规模有多大，业绩有多好。迈克尔波特,NOTABLE QUOTES,One big problem with American busi
6、ness is that when it gets into trouble, it redoubles its effort. It s like digging for gold. If you dig down twenty feet and haven t found it, one of the strategies you could use is to dig twice as deep. But if the gold is twenty feet to the side, you could dig a long time and not find it.EDWARD DE
7、BONO 美国企业界存在的一个很大的问题是，当他们遇到麻烦时只会按照原方向努力。正像挖金子一样，当你挖下20英尺但还没有发现金子时，你的战略会是再挖2倍的深度。但如果金子是在距你横向20英尺处，那么无论你挖多久也永远不会找到金子。爱德华德伯诺,NOTABLE QUOTES,If you don t invest for the long term, there is no short term.GEORGE DAVID 不进行长期投资，便不会有近期收益。乔治戴维 Innovate or evaporate. Particularly in technology-driven businesse
8、s, nothing quite recedes like success.BILL SAPORITO 或者创新，或者消亡。尤其是在技术推动型产业，再也没有比成功消失得更快的了。比尔萨波里托,NOTABLE QUOTES,1. LONG-TERN OBJECTIVES,The results expected from pursuing certain strategies. usually from two to five years.长期目标与战略的时间跨度应当保持一致，通常为25年。The Nature of Long-Term Objectives .长期目标的性质。Quantitat
9、ive, measurable, realistic, understandable, challenging, hierarchical, obtainable, and congruent among organizational units.数量化、可度量、现实、好理解、有挑战性、分层次、可接受及能够协调企业各单位之间的关系。,2. INTERGRATION STRATEGIES,Forward Integration 前向一体化前向一体化是指企业获得对分销商或零售商的所有权或控制力的战略。 Backward Integration后向一体化后向一体化战略是指企业获得对供应商的所有权或控
10、制力的战略。 Horizontal Integration横向一体化水平一体化是指获得对竞争者的所有权或控制力的战略。,3. INTENSIVE STRATEGIES,Market Penetration市场渗透市场渗透是指企业通过更大的营销努力，谋求提高现有产品或服务在现有市场的份额的战略。 Market Development市场开发市场开发是指现有产品或服务导入新的地区市场的战略。 Product Development产品开发产品开发是指企业通过改进现有产品或服务谋求增加销售额的战略。,4. DIVERSIFICATION STRATEGIES,Concentric Diversifi
11、cation同心多元化同心多元化是指企业增加新的、相关的产品或服务的战略。 Horizontal Diversification水平多元化水平多元化是指为现有顾客增加新的、不相关的产品或服务的战略。 Conglomerate Diversification混合多元化混合多元化是指企业增加新的、不相关的产品或服务的战略。,5. DEFENSIVE STRATEGIES,Retrenchment收缩收缩是指企业通过削减成本和资产对企业进行重组以扭转销售额和利润下降局面的战略。 Divestiture剥离 剥离是指企业将业务分部出售的战略。 Liquidation清算清算是指企业为了变现而将全部或者
12、部分资产分割出售的战略。,6. JOINT VENTURE AND COMBINATION STRATEGIES,Joint Venture合资经营合资企业是一种非常普遍的战略。是指两家或者两家以上的企业为共同利用某种机会而建立合作伙伴或结成联盟的战略。Combination联合战略即使不是大多数，至少也是很多公司，都在追求同时采用两种或者多种战略。不过如果实施不当，组合战略可能带来巨大的风险。,7. MICHEL PORTER S GENERIC STRATEGIES,Cost Leadership Strategies成本领先战略强调以非常低的单位成本向对价格敏感的顾客提供标准化产品。 D
13、ifferentiation Strategies差异化战略突出向对价格相对不敏感的顾客提供产业范围内的独特产品与服务。 Focus Strategies聚焦战略是向一少部分顾客群体提供需要的产品或服务。 The Value Chain价值链,8. MERGERS,Acquisition & merger:An acquisition occurs when a large organization purchases (acquires) a small firm, or vice versa. A merger occurs when two organizations of about
14、equal size unite to form one enterprise. When an acquisition or merger is not desired by both parties, it can be called a takeover or hostile takeover. 并购是指一家大型企业购买（或得到）一家规模较小的企业的战略，反之亦然。合并战略是指两个规模大致相当的企业组成一个企业的战略。 Leveraged Buyouts (LBOs) 杠杆收购 是指一家企业管理当局或其他私人投资者用借贷资金购买公司股东持有的股份的战略。,Mergers and Acqu
15、isitions,Merger,A transaction where two firms agree to integrate their operations on a relatively coequal basis because they have resources and capabilities that together may create a stronger competitive advantage,Acquisition,A transaction where one firm buys another firm with the intent of more ef
16、fectively using a core competence by making the acquired firm a subsidiary within its portfolio of businesses,Takeover,An acquisition where the target firm did not solicit the bid of the acquiring firm,Problems in Achieving Success,Reasons for Acquisitions,9. STRATEGIC MANAGEMENT IN NONPROFIT AND GOVERNMENT ORGANIZATIONS,Educational Institutions教育机构 Medical Organizations医疗机构 Governmental Agencies and Departments政府部门,10. STRATEGIC MANAGEMENT IN SMALL FIRM,
