联想董事局主席柳传志：企业战略的制定和执行

1、联想董事局主席柳传志：企业战略的制定和执行Lenovo chairman liu chuanzhi, the formulation and implementation of enterprise strategy. TXT one a pack of cigarettes a computer for a day one night a bottle of wine a dish of beans. A woman can never resist a mans words. Lenovo chairman liu chuanzhi: the formulation and executi

2、on of enterprise strategy- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - at 21:06 on November 20, 2006Topic: the formulation and execution of enterprise strategyMr Liu:I am a b

3、usiness background myself, I am not able to talk about this topic, and I hope you will be more valuable.In a sense, a business can be a century-old store if it is able to make a strategy and execute it correctly. Changes in industry, competition is changing, regional political and economic environme

4、nt is changing, if the enterprise according to their own situation to develop strategy to implement change, the enterprise can long-term development.I do lenovo in 84, in the computer field like IBM, wang, DEC at that time, the top three, followed by HP, apple, SUN, CDC, carving radium, compaq and s

5、o on do end products of the company, today again looking back at the company, there is a considerable part of the disappeared, there is also a part of live is not very comfortable, really less than 20% left alive. This fully reflects the relationship between these enterprises development strategies

6、and environmental changes. In the early 80 s, when the computer is given priority to with big machines, when the PC, such as the CDC, carving radium companies hard to survive, cant adjust strategy according to industry changes, like the CDC and carving radium is disappeared. Today, companies such as

7、 wang an have both strategic and enforcement issues. IBM, the worlds first computer company in the early 1980s, accounted for half of the worlds computer business, and even a single piece of it. An enterprise is a vertical system, and the enterprise itself does the operating system as well as the CP

8、U, the application software, the final sales, and the horizontal. CPU call someone else to do, the operating system to let others do, then rip out the other components, which advocated the result greatly promoted the development of the computer field, IBM itself. This is a real corporate strategy, a

9、nd in 1994 IBM restructured into a service company. Businesses are big enough to push the industry, but they cant survive. This shows the importance of enterprise strategy. 2000 out of the big failure of a book, many enterprises listed the lessons of failure, because can not adapt to the environment

10、, a considerable part of or due to his bad strategy formulation and strategy implementation of the enterprise.Strategy is divided into six steps, vision, objectives, route layout, business, organization architecture/management mode, specific business strategy, special functions to support. An Americ

11、an wrote executive, separating execution and strategy.First, vision. The vision is where the business wants to go. The vision is very important, and if the vision of the enterprise is unclear, it is not. Long before I go to the beidaihe to see the railway station the edge has a the old lady selling

12、pie, appearance is very good-looking, a taste of leather is very thick, after finish feel next time dont buy it. The old woman had sold the pie to feed the family, and you went away and sold a bunch of travelers. McDonalds is the biggest in the world, and the chips are Fried in the same way.Many com

13、panies dont pay much attention to the vision, the actual vision is important, the key is whether you really believe in your vision and really do it. It is impossible to do what you really want to do, but it is possible to do so without a genuine vision. In the early 1990s, lenovo put forward three v

14、isions, long, scale, and high-tech enterprises. Because of the long term, it is not impossible for people to be unkind, especially to be honest.The vision must be the goal of enterprise development, and it is very important.Second, goals. In the three years of lenovo, the long-term goal, medium and

15、long term goals and short term goals are determined by the size of the enterprise. A small business is a short-term goal in a quarter, a long-term goal. The goal is itself a financial goal, and it should be taken into consideration in the formulation of science. Take a look at the research route and

16、 business layout to see if this goal is realistic. This has to do with the mindset of an entrepreneur, and its easy to reach a point where you cant do it when you actually have a distance. In the case of lenovo we especially want to talk about it, so well talk about it over and over again. Financial

17、 goals actually have a width, because the environment is different. Be sure to do it when the minimum target is set and do not affect the whole implementation.Third, route. What to do, what to do, what to do, and what to do. For example, a real estate company decided to how to get to, how to finance

18、, build offices or homes, is a development in the region or to national development, is to rent or sell, etc., the direction of the big decided, after is the development of practical route.In 1996, lenovo set out five strategic routes:Adhering to the diversified development of the information indust

19、ry.International and domestic market development, with domestic market primarily;The road of trade, industry and technology;Actively develop product technology to approach the core technologies based on this.Make full use of stock market financing as the main financing method for achieving the goal

20、of the mid-2000.In 1997, when we visited Taiwan, lenovo was not ready to put the main force in the country, and it was ready to develop PC factory machines in Hong Kong and Europe on a large scale. Taiwans research and development ability is quite strong, manufacturing capability is very strong, but

21、 Taiwan enterprises can do is mainly industrial, they go out by means of processing. Why dont Taiwanese companies brand themselves? Taiwans acer is also a brand, but its one of those, and it goes to the United States. In this case, Taiwans enterprises ready to use another way out not dozen brands, h

22、owever in China because we are a localization of the enterprise, in the local market we have many advantages, we are to form a brand in China, and can form the accumulation of all aspects, such as we accumulate a success well go out. So we went back, 97, 98, 99, we made up 28 percent, 29 percent of

23、the Chinese market, nearly 30 percent. The world market doesnt grow as fast as the Chinese market, and were contracting very quickly, depending on the success of the route. We thought about this and walked the route.The friends familiar with lenovo know that we started out as 200,000 yuan and were s

24、windled out of 140,000, not accumulated in all aspects. In this case we dont know the market, in particular, our research institute of people dont know how to do business, at first we choose a path for others to sell things, do the agent. On the one hand, understand the market, on the one hand and t

25、he foreign enterprise learn the experience and the law, gradually mature the processing, research and development and the brand. Originally we gave the AST as desktop agent, agent for IBM desktops, later when our own desktop computer, Toshiba, HP laser printer, were doing agent did very well, are in

26、 Asias largest agency in China, we this road is a gradual path.Lenovo must become a high technology company, but the core technology of national science and technology department leaders, friends all aspects include media gave us a lot of pressure I hope we can do the best all-around CPU, but actual

27、ly we dont have this ability. The most profitable companies in the United States are Intel and Microsoft. Theyre doing core technology, and other aspects including IBMs PC margins are already thin. What can be done? Product technology. In the early 1990s domestic television was mostly Japanese,Then

28、the TV manufacturer made the technical renovation, now everybody all USES domestic TV. Domestic TV has many factors, the development of product technology is an important aspect. Japans TV sets are relatively stable because of the state voltage, so the power electronic components are required to be

29、a little lower in design performance. The voltage in China is very volatile, and if you increase the power supply a little bit, the investment will not greatly improve the quality of the TV set. Lenovo launched in 99, Intel computer, wellwishing computer, dont have to upgrade card, software, it is m

30、ore important not to the telecommunication bureau registration, the name is a key to get to the Internet computer. Our market share increased by 10 percentage points. We can make money through product technology, take this money and build up the core technology. Now lenovo has two technology researc

31、h and development level, is a lenovo institute for a prospective technology, one is in a group is mainly do product, now lenovo r&d investment in the last year there were about eight hundred million a year, may be for the whole company is nothing, but for lenovo has been great progress. The accumula

32、tion of rolling increases through the development of product technology.In the past, the profits were quite low, at the earliest, a few percent, a lot of the money that was running finance and banking, we had to raise money in the stock market. How do we get investors to trust us? How to get a very

33、high p/e ratio, lets set it down as a route, and well do what we do.What do you analyze when you set the course? On the one hand, we analyze the objective conditions, including the situation of the industry, the situation of the competition, the regional situation and the political situation of the

34、world economy. The world economic and political status of lenovo has certain influence, make big decisions we must carry on the stock market financing, found that the stock market is not depends on the situation of the enterprise, 60 percentage depends on the situation of stock markets around the wo

35、rld. On the other hand, the analysis of the subjective condition is the analysis of the core competence. Core competencies include what you will do, what you will do in particular, and that is core competitiveness. Why study this? After youve studied it, youll know what you can do to determine where

36、 your business is. One company, especially foreign investors, specifically asked us to specialize in computers, making sure it had the highest investment margin. Some investment analysts say this is not true. A shareholder is actually required to the requirement of enterprise profit growth, corporat

37、e profits continue to grow just do a layout of a single business regardless of the industry changes is very dangerous. Zhongguancun has some company in 84 and we do together, some products are very good, especially popular, PC appear after these products will be squeezed. Because the money that was

38、made didnt design new products for the rest of the year, the company now suffered a big setback. The core competencies themselves have to move away from their vision, and they cant think of anything as a permanent core competency.Lenovo group is now the core competence, the President of Yang yuanqin

39、g has three: the market development ability and the channel control ability, the logistics operation, the terminal product design. Wellwishing computer presentation in three hundred cities around the country started in 2000, almost the same, both to do propaganda to save cost, really can play a role

40、, this kind of control ability, market development, the ability to do very well. This is where lenovo is very good. Lenovo groups bad debt loss rate is five parts per million, and I came to the United States to mention that they were very surprised. The average advanced international enterprise is a

41、bout three thousandths, and the control of the five parts per thousand is really a certain ability. Compaq in 97 due to eager to compete with the AST, before and after the account is loose, the result of Chinas market share to penetrate MengJin development soon, but that year there are about more th

42、an $eight thousand in bad loans. Since then, compaq has been devastated in China, so the degree itself is important. The cost of the computer industry itself is largely absent from the sales of employees, mainly in components. Components cost 80% of the cost of a computer.Part of computer components

43、 as CPU, memory, hard disk price floating particularly big, the change of the price, if do not pay attention to is the most critical impact on the cost. As the CPU continues to evolve, new cpus are coming up, and the old CPU has a lot of sudden price cuts. The memory was reduced from $13 to $2 in 19

44、96. It is important to actually buy in, produce, inventory and sell the logistics chain. After 99 years, lenovo has been able to enforce the ERP and has greatly improved the overall operation of the enterprise, which has 80 days in stock in 1994 and 14 days now. Inventory management is very importan

45、t, and it is used in the management of enterprise informationization. According to market demand, the product design is developed by mature technology, which is the core competence of lenovo group.Have the core competitiveness, business layout is divided into three levels: the core business (a bowl

46、of rice) and growing business (pot meal), seed business (field).Lenovo group matrix management structure: desktop PCS, notebooks, servers, mobile phones, desktop PC does not have its own financial system, production system, an information system is all for the whole department is responsible for, th

47、e production system is also responsible for all the departments, each enterprise according to their own situation to determine your management mode.Legend holdings co., LTD. Has invested in lenovo, lenovo group and digital China. Diversified enterprises have to adopt the way of subsidiary is more ap

48、propriate, lenovo group in any mode, real estate industry will have great differences in culture. Assume that a company division way of management, the overall strategy and with the whole company is not appropriate, dry your offices in subsidiary way is no problem. Theres a company in the world that

49、 doesnt do that, and its very good. Thats GE. GE is based on a corporate culture and personnel, and Welch is not the average person, we cant learn.When a company makes a strategy, the chief executive must have a very good planning department, and the planning department should be divided into two pi

50、eces. Provide nutrition for the decision-makers before making a strategy; To formulate specific organizational work for the strategy; Coordinate, supervise and adjust the execution. What is the main reason for the strategic failure? The goal is not appropriate; Route is wrong; Organization structure

51、, management mode and special function; Cultural fundamentals are not good. The cultural foundation of the enterprise is based on three aspects:Whether business leaders put their interests first. If you start with corruption or fragmentation, you cant. This kind of situation is very often, some stat

52、e-owned enterprises leaders retirement down to choose a man and his relation to good, second in command, so that the team is formed inside the sectarian, there is a sect is not the business interests in the first place. With one set of things, the business is hard to do.Initiative. There are many pr

53、oblems to be done in the long term in the development of the enterprise. When the direction is set, do whatever you want. Lenovo ERP do encounter many difficulties in the last few years, not in front of the big companies do, we are determined to do, had to come, it must overcome many difficulties. I

54、 want you to do a synchronous engine not to make a gear, and then its a big deal and then its going to be hard to move forward. So the material incentives, the mental incentives, to turn the employees into engines.Be realistic. Its more important to be realistic. The first of the lenovo brands is ho

55、nesty, and it should be said that the scale of lenovo is not particularly well worth saying, but the attitude of honesty is really good. When we started our business, we highlighted three letters: how to get the boss to trust; How to keep employees trustworthy; How to get customers and partners to t

56、rust.Lenovo core competitive management three elements, how to build the team, the strategy, the team. And then, with all these things, and then again and again and again and again and again and again, even if the core competency of the behavior is wrong,Even a losing battle can be done well.Thank y

57、ou very much.Lift to ask:Lenovo on internationalization and TCL in south China, zte, huawei compared to companies such as lenovo is slow in the pace of internationalization, willow, please always do the evaluation.Mr Liu:We are very envious of haier, TCL and zte internationalization, and then we stu

58、dy the international positioning of our vision. Currently our own large-scale international ability is not enough, we to the road of internationalization is a brand road, we sell the PC to play have characteristics of PC, such as dual mode can receive computer to the outside, leading to technical breakthrough, there we have a lot of time. What is more important is a business like China, where there is a brand in the country that they do not recognize. Take gold and throw it in. I used to say that to make a brand to sell gold for silver, after a few times, people can know you. We dont have eno