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Japan was the first to apply Sun Tzu's military strategy to business management. In 1951, Takeo Ohashi, a Japanese entrepreneur with a military background, introduced some ideas from "Sun Tzu's Art of War" into business management to rectify and rebuild Japan. Precision Industrial Co., Ltd. has always been a vibrant and prosperous enterprise. In their works on business management, American scholars highly recommend the management ideas of "The Art of War". The famous management scientist George emphasized in "History of Management Thought": "Do you want to become a management talent? You must read "The Art of War"!" American entrepreneur and Chairman of the Board of Directors of General Motors, Ralph Smith, claims to be his business leader Tao comes from China's "The Art of War" more than 2,000 years ago, and used its theory to carry out a drastic reform in the company.
1. Change the production direction at any time "due to changes in the enemy"
"Virtual and Real Chapter" "A soldier is like water, water controls the flow according to the place, and soldiers win according to the enemy. Therefore, soldiers have no constant momentum, and water has no constant shape. Those who can win due to changes in the enemy are called gods. According to the situation and customer needs, we can adjust our business strategy at any time to ensure the survival and development of the enterprise.
Haier Group, my country's leading home appliance company, was formerly the Qingdao Refrigerator Factory, which was established by the merger of two small collective factories in Qingdao that were on the verge of bankruptcy. In 1984, when Zhang Ruimin was transferred to the director of Qingdao Refrigerator Factory, the factory suffered a loss of 1.47 million. Zhang Ruimin used ancient Chinese philosophical thoughts to transform a small business with many difficulties into a giant enterprise - Haier Group, which was able to break through the waves of the business world and stand out among the others. Zhang Ruimin's success is due to his business philosophy, which is to make full use of high technology to create markets and guide consumption. In layman's terms, it means not to compete for the existing market share, but to make a new piece of "cake" to enjoy, that is, to be the first to others in terms of product functions and performance.
To this end, Haier introduced the most advanced foreign technology and did not hesitate to borrow money and debt to establish a strategic development department. By the end of 1995, Haier Group had more than 100 national patents and had produced and developed seven varieties and thousands of specifications of Haier refrigerators, air conditioners, freezers and other high-tech, high value-added products. Haier Group is the only enterprise group in China that owns a series of super energy-saving fluorine-free refrigerators, which are the most advanced in the world. Haier Group is also the first company in the world to simultaneously master three CFC replacement technologies and form large-scale production. of enterprises. At present, Haier has formed a technological innovation work progress of "one new product every two days and two patents a day". Among them, 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 the Haier trademark in 102 countries. The Chinese Haier brand has been established in more than 40 countries and regions overseas, and Haier products have become a new hot spot in international brand marketing.
2. "Cultivate the Tao and protect the law" and improve the management mechanism
"Xingpian" "Those who are good at using military force should cultivate the Tao and protect the law."
"Practice the Tao and protect the law." "" means establishing the purpose of serving society and the people, producing high-quality products, so that the company has a good reputation among the people; "protecting the law" means improving the company's rules and regulations. Among them, "law" includes "quzhi, official way, main function", "quzhi" refers to organizational structure, and when applied to an enterprise, it means dividing the entire enterprise into many departments, workshops, work groups, etc.; "official way" refers to the manager's Scope of responsibilities, superior and subordinate relationships, such as general manager, deputy manager, section chief; "main use" applied to enterprises refers to the management of administrative, purchasing, production, advertising and other expenses as well as various related financial systems. If an enterprise has sound rules and regulations, it will be able to manage the enterprise in an orderly, orderly and rapid manner, as "Governing the masses is like governing the few" as stated in "Position".
Shanghai Baoshan Iron and Steel Company is one of the country's large modern enterprises. It is famous throughout the country for its high-quality products and enthusiastic after-sales service.
Baosteel's management mechanism is a pagoda-shaped vertical structure, divided into four levels from top to bottom: decision-making level, management level, execution level and operation level. Each member of the decision-making layer has a clear division of labor and performs his or her own duties. They focus mainly on collecting and mastering various important information on international and domestic politics, economy, technology, etc., analyzing the production and operating conditions of the entire factory, and taking charge of the following tasks. We will formulate practical business goals and reform plans for further market development, as well as work force building and other major matters. The management has divisions, departments, and main factory offices. The factory director's assistants manage production, technology, equipment, and operations respectively, and handle daily affairs. There are seven secondary plants at the executive level: ironmaking, steelmaking, rough rolling, steel pipe, hot rolling, cold rolling, and power generation. The workshop director follows the principle of "hierarchical management and authority delegation" and does not need to ask for instructions on problems that occur in the workshop. The factory manager will handle it himself. The operation level is the foundation of Baosteel's management mechanism. The annual steel production of the entire plant is mainly carried out by the operation chief, who is fully responsible for the operation area, has production command authority, is responsible for doing mass ideological work, and is responsible for safety, rusticity, output, quality, cost, Delivery time for six tasks. The long-term practice of "cultivating the Tao and protecting the law" has given Baosteel, a large enterprise, a high morale, clear responsibilities, and high product quality.
3. "Choose people and follow the situation" to promote the rapid development of enterprises
"Choose people and follow the situation" in "Position", the so-called "choose people" means to choose good ones General. "Plan of Planning" states that generals must possess the five qualities of "wisdom, trust, benevolence, courage and strictness", and "Plan of Planning and Attack" "Generals are the auxiliaries of the country. If they assist the Zhou Dynasty, the country will be strong, and if they assist the Zhou Dynasty, the country will be weak." Top Management The quality of the workers' work determines the rise or fall of the enterprise, so it is necessary to select talents with excellent quality to serve as factory directors and managers.
Ford Motor Company appointed James Kurzian, an expert with outstanding intelligence, as its manager, making Ford the automobile king. General Motors appointed Sloan, the "genius of modern corporate organization", as its general manager, making the company The company's turnover increased rapidly; Chrysler appointed Iacocca as president. The company not only repaid all debts, but also made unprecedented huge profits, and earth-shaking changes took place.
"March Chapter" "It is not better to have more soldiers, but to advance without force, it is enough to join forces, predict the enemy, and recruit people." When selecting people, we must have better troops and simpler administration, and eliminate those who are weak, sick, have low cultural literacy, and work hard. For those who are unmotivated and have poor abilities, choose those with high intelligence and strength. The development of an enterprise requires "selecting people" and "letting go" and "building momentum". According to "Ji Pian", "people with power control power because of profit". Effective measures should be utilized and formulated according to the actual situation of the enterprise.
4. "Know your enemy and know yourself" to ensure the smooth implementation of decisions
"Know your enemy and know yourself" in "Strategic Attack" is also effective for enterprise management. The wise saying requires the leaders of the enterprise to know and grasp the external environment and the enterprise's own situation. Only by knowing all aspects and links of "the other" and "self" well can we, as "Topography" says, "move without getting lost, and lift without being exhausted", exploit strengths and avoid weaknesses, improve decision-making consciousness, and reduce blindness. Make the enterprise move forward smoothly
along the correct channel.
Capital One, an American credit card issuer, made full use of Sun Tzu's combat principle of "know your enemy and know yourself" to collect detailed information on customers, and then conducted hundreds of interviews with consumers from all walks of life. Even thousands of release tests. Through extensive testing and rigorous analysis, new customer segments are identified and new ways of issuing credit cards are formalized to minimize the company's risk. Capital One determined the development strategy of using information and technology to reform the pricing and issuance of credit cards. In less than ten years, it developed from an unknown ordinary company to one of the largest and most profitable credit card issuers in the United States. .
5. “Because food is with the enemy”, production costs are reduced
“Combat Chapter” “Because food is with the enemy, the army can have enough food.” “The country is poorer than its teachers. If you lose far, the people will be poor if you lose far." He advocated "wisdom to defeat the enemy." Business operators can adopt the method of "borrowing their own strength" and use the resources of competitors to strengthen their own strength.
When the American Nike shoe company sells its products to Asia, it adopts the strategy of "feeding the enemy with food", trying to use local raw materials and low-wage and hard-working Asian labor force for production, so that Its production cost is greatly reduced, which increases its advantages in market competition.
6. "Before fighting, the temple will be settled" to improve the economic efficiency of the enterprise.
"Ji Pian" "The man who has not fought, but the temple is judged to be the winner, has to count more; If you don't count, you have to count. If you count more, you will win, but if you count less, you will lose. "Analyze the objective and subjective conditions, make a battle plan, avoid unnecessary losses, and move towards the goal of victory. When setting up an enterprise and distributing products, it is also necessary to conduct "temple calculations" in advance to initially determine the total capital, material resources, personnel talents, market demand, factory construction, production management, research and development, operation planning, advertising budget, sales forecast, and economic environment forecast. , tax payment, material loss budget, return on investment, annual profit plan, and finally choose a favorable environment, appropriate scale, and best-selling products.
Shandong Lanling Winery has a backlog of products and declining profits. After investigation and analysis, it is believed that "reform and opening up have activated people's consumption psychology, and luxury and high-end have become the trend." As a result, the company quickly established a product adjustment plan of "high quality, high-end, and low alcohol" and invested 2 million yuan to develop new products such as Lanling Fine Wine, Tequ, and Tequ, forming three grades of high, medium, and low, and four major categories. The product structure of series and thirty-six varieties increased the economic benefit by more than 10 million yuan that year. After that, the factory once again predicted the economic situation and market trends, and formulated an adjustment plan to "comprehensively improve product quality and accelerate the development of new products", and developed five new products such as Lanling Chenxiang and special brews, as well as high-end beverages.
The economic benefits of this series of travel products exceeded 40 million yuan in one fell swoop.
7. "Be invincible first," and win users with excellent quality
"Xing Pian" "Be invincible first, and wait for the enemy to be victorious" requires war commanders Make various preparations in advance to prevent the enemy from attacking. When the enemy has an opportunity to take advantage, defeat him in one fell swoop. In enterprise competition, it is necessary to improve product quality, such as using advanced technology, equipment and processes, selecting and cultivating high-quality talents, and establishing strict quality management and inspection systems to make products exquisite, novel, precise, solid, and functionally convenient , easy to use and in a leading position among similar products.