战略形成中的全景思维及定位

上海交通大学硕士学位论文战略形成中的全景思维及定位姓名：范红一申请学位级别：硕士专业：工商管理（MBA）指导教师：陈继祥20040606PANORAMICTHINKINGANDPOSITIONINGOFSTRATEGYFORMINGABSTRACTStrategyformingisascienceaswellasanart.Itsattributeasscienceisbecausetheeffectivestrategicthinkingistheprocessofputtingforwardthequestionsconstantlyandponderingoverthequestionscreatively.Whereas,howtocorrectlymakethequestionproceduralandhowtoconsidertheissuefromdifferentangleswithon-the-spotexaminations,arejustwhatthescientificnormrequires.Intermsoftheproposalthatthestrategyformingisanart,itownstothefactthateverysuccessfulstrategydesignorideahasitsdistinctfeatureandthoseinnovativeviewsinvariablyhavethewonderfulmusicalsoundoftheinspiredpassage.However,justbecauseoftheartistryofstrategyforming,strategyapparentlybecomesoneofthemostdisputabletopicsintheacademiccommunityofmanagementatpresent.Theexpertsandscholarsdisagreewitheachotherinalmosteveryaspectofstrategyformingcausedbysuchproblem,suchastheaspectsinvolvedinmakingstrategy,theprocessofmakingstrategyandeventhesuspectsovertheutilityofstrategymakingitself,etc.That’swhythemaster,HenryMintzbergrefutedwiththeviewofrealexamplethatthepresentstrategicresearchschoolswerenothingbutjusttakingthepartasawhole.Undersuchagreatbackground,thethesisbypassesitscontroversialfeatureofartistry,andattemptstoanalyzethecourseofstrategyformingwiththeangleofthinkingfromthescientificrespect.Afterall,wehavetalkedtoomuchontheframe,constructionandprocessofstrategybuttouchlittleonthethinkingrouteofstrategyforming.Andinordertoexplainclearlyaboutthethinkingrouteofstrategyforming,wehavetogetbacktothesourcethestrategyismadeaswellastotheselectionofreferencesystem.Noneofthesuccessfulstrategydesignsisdiscussedbreakingawayfromconcreteenvironment.Thetrueworldisthree-dimensional.However,weareusedtoconsideringourstrategyinthetwo-dimensionalworld.Fromtheverybeginningofpositioning,wearedescribingthecomparisononthepoint,lineandplanebetweenthereferenceandourselvesinasurface.Nomattertheanalysisonmarketcompetition(marketandcompetitiondimension),oranalysisonfinancialdata(marketandresourceoccupation),orthedifferencescomparisonamongthecompetitors(competitionandresourceoccupation),theyareallaccustomedtosketchingthemselvesintheplanetheyconstructintwodimensionsregardlesstakingthestrong,weakofcoordinatepositionastheweighingscale.Thethesisusesthepanoramicthinkingcreatedbythethree-dimensionalspaceofpositioningtoreflectthetrueworld.Fromthethreedimensionsofmarket,competitorandresourceoccupation,thethesiswillgivesuccessiveconsiderationsoverthemandwillformulatethethinkingrouteofstrategydesignorconceiving.Althoughcommencingondimensionsmayproducetheproblemofheterogeneityinstrategicschemes,whichthethesisgivesnocarefulstudy,yetthethesisproposesthe“flexuousline”characteristicembodiedinthesethinkingroutesandpointsoutthatthese“flexuouslines”maytheinteractiveresults.Forthesakeoffurtherexaminethepanoramicthinkingcreatedbythethesis----tocorrectlymaketheproblemprocedural;thethesisselectsthescratch-and-wininvoiceprintingmarketinShanghaiasthepracticingplatform.Bymeansofmakingon-the-spotinvestigationandresearch,interviewsanddiscussions,datacollectingandcompilingaswellastheseminarsetc.,thethesisappliespanoramicthinkingtotherealstrategicdesign,whichgainsgoodachievement.Inthecourseofconcretepractice,thethesishasalsoselectedalotofstrategyanalysistools,includingValueChain,Fish-bonePicture,PROFITModel,CPMModelandrelatedmodelsofTheoryofGameandsoon.Thespecificapplicationsofthesetoolshavepracticalmeaningsforthemiddleandseniorexecutivesofenterprisestouseforreference.Themostimportantthingis,theresearchanglethethesisadoptshaspositivemeaninginhelpingthemiddleandseniorexecutivesofenterprisescombthestrategictrainofthoughtinthinkingaswellasunderstandthenutrientsofthepresentstrategicresearch.KEYWORDS:strategy,panoramicthinking,positioning,scratch-and-wininvoice(MBA)200466200466MBA-1-1.1[1][2]MBA-2-[3][4]MBA-3-1MBA-4-MBA-5-MBA-6-2.1.1[5][6][7][8]2.1.2MBA-7-[9]234[10]1.2.4.3.MBA-8-2.1.35[11]6MBA-9-GBMBA-10-7[12]MBA-11-MBA-12-[13][14][15]8MBA-13-[16]MBA-14-MBA-15-[17]MBA-16-2002/10/12003/1/12002/10/19[18]10251,020386,646666,7451,066,792533,396256,07845,5230200,000400,000600,000800,0001,000,0001,200,000MBA-17-1011325771850503093.6%312649151020“”155010112577“”1550231002577411MBA-18-[19]MBA-19-[20]MBA-20-3-3ACompetitiveProfileMatrixS.CompanyYiruo’erNorthPrintingSecuritiesFactoryWeightRatingScoreRatingScoreRatingScoreRatingScoreGuanxi0.2010.2040.8040.8030.60Advertising0.1510.1540.6030.4520.30Equipment0.1040.4040.4030.3040.40ProductQuality0.1040.4030.3030.3040.40MBA-21-Management0.1040.4020.2020.2020.20PriceCompetitiveness0.1020.2040.4030.3030.30MouthofCustomer.0.1030.3020.2020.2030.30Markettapping0.1520.3040.6040.6030.45TOTAL1.002.353.503.153.05MBA-22-5S1234MBA-23-MBA-24-MBA-25-12MBA-26-1[21][22]MBA-27-MBA-28-MBA-29-MBA-30-1230.214080.68650.115961.000102030405060708090*()()10010100101040.2351.00500328,53320001100011280.4712.002,000657,06750000001111150.2941.253,125410,6671,848,000,000171.04.255,6251,396,267:1x(500)+2x(1000)+1.25x(2500