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    5. 大師輕鬆讀 No.96 活用策略,打贏人生戰役
    經營管理

    大師輕鬆讀 No.96 活用策略,打贏人生戰役

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2004/09/23
    Language
    Traditional Chinese
    File format
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    Pages
    68
    ID
    10864
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    • Intro

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    活用策略,打贏人生戰役
    The Art Of The Strategist

    設定商場、職場、情場的策略定位,出其不意,就能攻其不備!
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    本期目錄:

    ● 五分鐘摘要
    ● 十大基本策略原則
    ● 執行策略原則
    ● 在地觀點-- 管理是根本,策略是方法/ 林家和


    主題看板:

    Strategic Positioning 策略定位

    在西方策略管理中,最重要的精隨就是正確的策略定位〈Strategic Positioning〉,而企業決策者最重要的工作,就是要持續檢視自己組織的策略定位是否正確。畢竟,過去成功的策略在市場、科技、外在環境、競爭對手不斷地被改變下,並不能保證未來也能相對成功。此外,面對不同的企業組織資源與文化差異,競爭對手成功的策略也不盡然適用於自己的企業組織,這與中國孫子兵法講究靈活應用的道理相通。

    當代經營策略大師麥可‧波特〈Micheal E. Porter〉對策略定位有六項原則,分別是:起始一個正確的目標,傳達不同的價值與利益,實施不同的價值鏈活動,獨特性的交換考量〈trade-offs〉,生產元素的搭配〈整體組合觀點〉以及策略方向的持續性。只要把握這些原則,並滿足顧客獨特需求,即可取的競爭市場上的優勢。企業組織的策略研擬要因實地而制宜。每項企業組織的目標,相對擁有的資源、能力與所處的環境,都隨著時間不斷地在改變,也不盡相同,這就是策略奧妙之處。因此,企業組織的策略必須是靈活的、充滿機動性的,且必須根據企業組織當時所處之外部產業環境與趨勢變化、競爭者的策略動向、與內部長短期目標等,不斷加以調整改變,才能因應生存。

    The Principle of Surprise 出其不意

    在商場上,運用出其不意、攻其不備的策略,再搭配一點膽識和創意,往往可以創造意外的勝利。這種意外出擊的成效通常難以估計,因為此舉能夠彌補企業資源的不足,要達此效果不一定要有多優越的表現,只需有膽量已出人意表的方式滿足市場實際的需求,即可獲得成功;例如採用和其他人完全不同的作法、選擇其他人認為不可行的方法、從事其他人不敢夢想嘗試的冒險之舉等,都是以利用出其不意的原則來創造市場優勢的方法。

    莎莉李食品公司的發展便是出其不意策略的一例,莎莉李公司的產品如雪藏蛋糕、超大號熱狗,以及可微波的香腸和早餐比斯吉,每項新產品的發展模式都是以「突破性概念」當作發展核心,並獲致非常好的市場測試結果。然而,在全國市場推出後,卻眼看著這些產品被缺乏創意、但更有成效的競爭者仿效。莎莉李非常擅長開發新產品,再將之授權給其他製造商,索取這些製造商某個百分比的獲利,作為其提供創新產品的報酬,不但讓公司更容易經營,獲利也更高。莎莉李食品公司能在市場成功的關鍵,便在於善用公司創新的能力,並在對手意料之外忽然轉向,不直接迎擊競爭對手,反而成為創意的供應商,意外開創出另一項核心產業。
    「本案例摘自《乖離與怪利》商智文化出版」
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    Details

    Released
    2004/09/23
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
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    ID
    10864

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    大師輕鬆讀 NO.1024 創意加速度

    大師輕鬆讀 NO.1023 雙贏職場

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    大師輕鬆讀 NO.1017 原始碼

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