战略经济学(一)

战略经济学1参考教材《战略经济学》，Besanko,Dranove,ShanleyandSchaefer,中国人民大学出版社2本章文献Teece,Economicanalysisandstrategicmanagement，1984,CaliforniaManagementReviewMintzberg,1987,THESTRATEGYCONCEPTI:FIVEPsFORSTRATEGY,CaliforniaManagementReview3导言：战略与经济学本章结构：一、从战略的定义看与经济学的关系二、战略管理的发展历程与经济学三、从现代企业的演进理解经济学的边际原理4从一个案例来理解战略的定义5什么是战略strategyis“thedeterminationofthebasiclong-termgoalsandobjectivesofanenterprise,andtheadoptionofcoursesofactionandtheallocationofresourcesnecessaryforcarryingoutthegoals——钱德勒6Thepatternofobjectives,purposesorgoals,andthemajorpoliciesandplansforachievingthesegoals,statedinsuchawayastodefinewhatbusinessthecompanyisinorshouldbeinandthekindofcompanyitisorshouldbe——Andrews，19717Competitivestrategyisaboutbeingdifferent.Itmeansdeliberatelychoosingadifferentsetofactivitiestodeliverauniquemixofvalue.

波特，199689一个综合的定义：5PPlanPloyPatternPositionPerspective10plan战略是有意识的、有企图的行为过程，应对环境的行动指南事先有意识地确定11ploy行动策略兵者，诡道也。故能而示之不能，用而示之不用，近而示之远，远而示之近。利而诱之，乱而取之，实而备之，强而避之，怒而扰之，卑而骄之，佚而劳之，亲而离之。攻其无备，出其不意。发展：敌进我退，敌驻我扰，敌疲我打，敌退我追。12Pattern可以是理性的意图的，也可以是在一系列决策中自然而然产生的，它作为一种事后体会和总结成的模式而被追认和存在。表示不管是否意识到，一致性的行为或者说在决策序列中展示的一致性。13Pattern14Position相对于竞争对手的定位揭示企业所选定的经营范围、产品与市场组合以及独特的竞争优势案例：新东方的初始定位15Perspective企业的人格特点通过主导的和共享的价值体系和管理逻辑来感知世界。战略不是一个真实有形的物理存在，而是一种概念，一种概念化的存在，作为通过某种想像力虚构而成的记忆，储存于相关人士的脑海里。16战略定义与经济学的关系经济学的要义：资源稀缺、选择、最大化17二、战略管理的发展历程与经济学

181920(1)marketopportunity;(2)firmcompetenceandresources;(3)managers’personalvaluesandaspirations;and(4)obligationstosegmentsofsocietyotherthanthestockholders

Learnedetal.,1965Learned,E.P.,Christensen,C.R.,Andrews,K.R.,&Guth,W.D.1965/1969.BusinessPolicy:TextandCase(rev.ed.).Homewood,IL:RichardD.Irwin.21为什么用经济学研究战略《追求卓越》（彼得斯和沃特曼，1982）采取行动；接近顾客；自主和创业精神；以人为本；亲身实践、价值驱动；坚持本业；组织单纯、人事精简；宽严并济八个特征基业长青（柯林斯，1996）造钟，不是报时；利润之上的追求；保存核心，刺激进步；胆大包天的目标；教派般的文化；择强汰弱的进化；自家长成的经理人；永远不够好；协调一致《从优秀到卓越》，（柯林斯，2001）

22商业分析方法的问题经济学强调解释规律，并强调适用条件抽象力的重要性，考虑任何原则的适用条件23战略的框架企业边界市场与竞争分析战略定位及其动态调整内部组织24三、从现代企业的演进理解经济学的边际原理25经济学的边际原则26交易成本的问题271840,1910andTodayTheyears1840,1910and2003representwidelydisparatebusinessconditionsAhistoricalanalysisofbusinessconditionsillustratesthedurabilityoffundamentaleconomicprinciplesbehindbusinessstrategy28ConditionsofBusinessin1840:lifewithoutaModerninfrastructure29Infrastructurein1840Infrastructureintransportation,communicationandfinancewerepoorlydevelopedin1840Poorinfrastructurewasbehindthedominanceofsmallfamilyfirmsinthatperiod30Transportationin1840Thoughrailroadshadbeguntoreplacehorseandwagonfortransportationofgoods,nationalrailwaynetworkhadnotyetarrivedWaterwaysusedforlongdistancetransportationwasstillininitialstagesofdevelopmentWithpoortransportation,producerswerelimitedtolocalmarkets31Communicationin1840缺乏基础的通信手段致使无法设置分支机构。影响铁路的运营时刻，从而阻碍了远距离商品传送Postalservicewhichwasthedominantmodeoflongdistancecommunicationstillreliedonthehorse邮费昂贵，且邮递的速度取决于天气，以致于重要邮件自己传递Telegraphwasstillinanearlystageandwasveryexpensivetouse32Financein1840MostbusinesseswerepartnershipsandtheyfounditdifficulttoobtainlongtermdebtSharesofstockwerenoteasilytradedandcostofcapitalwashighNoinstitutionalmechanismexistedforhandlingbusinessriskFuturestrading第一个期货市场1858年在芝加哥成立33ProductionTechnologyin1840MostfactoriesusedcenturyoldmethodsofproductionUseofstandardizedparts(prevalentinclocksandgunsthen)wasjustbeginningFactoriesoperatedonthebasisofinternalcontractswithsupervisorsleasingspace,hiringworkersandproducingthegoods34Governmentin1840GovernmentwasinvolvedinlargeinfrastructureinvestmentssuchascanalsandrailroadsGovernmentalsoresolvedcommercialdisputesandsettherulesofthegameforthebusinesses制订标准（例如时间标准）35DoingBusinessin1840NumerousintermediariesFarmerstofactorstobrokersagentstobuyersSubstantialpriceriskforparticipants36Businessin1840TechnologylimitedproductiontotraditionallevelsWithouttransportationinfrastructureandaccesstolargemarkets,massproductiontechnologieswouldnothavebeenuseful37Businessin1840Withoutcommunicationinfrastructure,informationonprices,sellersandbuyerswerenotreadilyavailableGiventhetremendousrisk,bankswereunwillingtofinancebusinessexpansionUndertheseconditions,businessesweresmallandinformallyorganized38Theworldof191039BusinessConditionsin1910Massproductiontechnologiesmadepossiblehighvolumelowcostmanufactureofgoods(大规模生产过程、流水线、打字机、复写纸、加法机、垂直报告系统等的出现)RailroadsdominatedtransportationandallowedmassdistributorstoreachwidelyscatteredcustomersTelegraphandtelephonesgreatlyimprovedlongdistancecommunications40Financein1910SecuritiesmarketstradedsharesoflargeindustrialfirmsCreditbureausmadecreditinformationeasilyaccessiblePublicdisclosureofaccountinginformationwasinvogue41Governmentin1910Governmentregulationextendedtosuchareasascorporatelaw,antitrustandworkersafetyIncreasedregulationforcedmanagerstocollectalotofdataoninternaloperationsMandatorysecondaryschoolingprovidedthelaborforceneededbylargebureaucraticorganizations42Businessin1910Expandedinfrastructureallowedfirmstoexpandtheirmarkets,productlinesandproductionscaleNewtechnologiesallowedhighvolumestandardizedproductionGrowthoffinancialinfrastructuremadelargescalefirmsviable运输、通讯和金融机构占了美国经济的1/343大型企业占据主导地位企业采取横向一体化与纵向一体化的方式，大企业出现批量生产技术的出现——渠道的需求（容易收到渠道的影响）——纵向一体化多部门制或者M型企业的出现职业管理阶层的需要、科学管理、层级体系制度44阅读捕鲸业的例子45Theworldtoday46TransportationInfrastructureTodayAir,railandgroundtransportationhavebecomebettercoordinated（containers）CitieslikeAtlantahavegrownrelyingonairtransportinspiteofpoorrailandwaterconnections47CommunicationsTelecommunicationtechnologymadeinstantaneoustransmissionofdatapossibleandcreatedglobalmarketsforsomeproductsandservicesCoordinationofactivitieshasbecomeeasierwithmoderncomputerandcommunicationtechnologies广播和电视的发展使得企业可以进行广告、商标等宣传48FinanceCapitalmarketsandfinancialinstitutionshavebecomemoreactiveinevaluatingfirmperformanceGlobalizationoffinancialmarketsmademanymergersandacquisitions(suchasDaimler-Chrysler,Sony-Columbia)possible49FinanceFinancialaccountingdevelopedtocopewiththecomplexitiesofmulti-divisionalfirmsGreatertransparencyinfinancialreporting(Sarbanes-Oxley)50ProductionTechnologiesModerntechnologiessuchasCAD/CAMhavemadelowcosttailor-madeproductionfeasibleUseofnewtechnologiesoftenmeansreorganizingthefirmaroundthesetechnologies51GovernmentInsomeareastraditionalregulationhasbeenrelaxed(deregulationofairlines,trucking,financialservices)Regulationhasincreasedinotherareas(healthcare,workplacesafety,discrimination,environmentalprotection)52GovernmentGovernmentsupportforbasicresearchandcommercializationofR&DprojectsIntergovernmentaltreatiesandagreementscreateregionalfreetradezones53BusinessTodayStrategiesthatwereeffectivewhencompetitionwasessentiallydomesticdonotworkwellingloballycompetitivetimesInternalstructureoffirmshavebeenchanging,withfirmsfocussingontheircorebusinessesandleavingtheresttospecialistsTraditionalhierarchieswithinorganizationshavebeenweakening54BusinessTodayAdvantageoflargescaleproductiondiminishedinsomeareasAdvancesincomputingandcommunicationlongwithindustrystandardshaveenabledcomplexcoordinationoverlongdistancesTheroleofthegeneralmanagerhaschangedasthestructureofthebusinessorganizationshaschanged55InfrastructureinE