Policy acts as a needle between ideas and actions. Thoughts follow the needle, and actions follow the needle. That is to say, while guiding the business behavior of enterprises, policies absorb the business philosophy of enterprises. This is a programmatic guide for enterprises to achieve their business goals, which usually has two dimensions: development direction and basic path.
development direction
● The development direction is the guidance for enterprises, and the basic path is the guidance for enterprises on how to carry out basic business and how to do a good job in recent years.
● The development direction is a medium-and long-term business policy formulated around corporate vision's goals and business philosophy, and it is a concrete guide for enterprises to take in the medium and long term.
● The development direction is a guide for enterprises to make strategic plans and decisions, and it is a comprehensive choice for markets and enterprises. Correctly choosing and formulating the development direction is the basis of ensuring the sustainable development of enterprises and the foundation of evergreen.
When considering the development direction of enterprises, it is necessary to make clear the overall development direction and local development direction of enterprises.
What are the new business areas that enterprises seek? What kind of goals do you hope to achieve in this field? In order to achieve this goal, what is the work direction and content of each functional department of the enterprise?
Enterprises often have different development directions at different stages of development.
From the perspective of western fields and development stages, in the past, Google found that doing a good job in web search was its direction;
In the era of mobile internet, Google focuses on connectivity, and moving its search business to mobile devices is its direction;
In the future-oriented technological innovation, Google's focused technology and artificial intelligence robots are its direction.
Enterprises may have different development directions under different background technologies.
In the era of smart retail, Wal-Mart clearly proposed to enhance the user experience and build a smart retail platform through a large number of high-tech concepts. Suning plans to set up 8,000 Suning retail cloud franchise stores in 2065,438+09 to increase online and offline smart retail capabilities; China Resources Group also uses Internet big data and cloud platform as a means to build a new generation of smart retail benchmark stores.
In the era of blockchain, Facebook has newly laid out the blockchain technology direction of intelligent technology; Oracle Bone Inscriptions has rearranged the new direction of the underlying technology of blockchain; Wal-Mart has newly deployed blockchain technology to store payment data to improve the security of payment data.
Enterprises in the same industry usually develop in different directions.
In the decoration industry of China, the development direction of Dongyi Risheng Company is to focus on the whole house decoration, so as to realize its vision and goal of becoming the most respected excellent brand operator.
In Shenzhen UAV industry, DJI Innovation Technology Co., Ltd. has professional aerial photography application products and solutions.
Shenzhen Tian Yun Li Fei Technology Co., Ltd. focuses on the field of visual artificial intelligence and is committed to building a visual platform based on visual chip deep learning and big data technology.
Corbett Aviation Technology Co., Ltd. focuses on the production and sales of R&D multi-rotor UAV systems.
Generally speaking, there is no absolute standard for the choice of enterprise development direction. Even if peer enterprises have different understanding and judgment of the external environment and different resources and conditions, it will also affect the choice of enterprise development direction.
After choosing the development direction, enterprises will also implement different development goals because of different resource integration capabilities and different organizational execution capabilities.
This difference is the variation in enterprise management. The development direction of an enterprise should be based on the enterprise, creative thinking and strong resource integration ability. It is not drifting with the tide, nor floating clouds, but is actually suitable for the characteristics of enterprises. It is not easy to match your own business direction based on accurate judgment.
The combination of difficulty and change is the philosophy that determines the development direction of enterprises.
Basic path
The basic path is the business development policy formulated by the enterprise to realize its vision and business philosophy, and the guidance to the enterprise's business activities in recent years. It is the guiding principle of how to carry out every work and how to take every step well.
In the new era, in order to realize the vision of becoming a sustainable leader in China's real estate industry, Vanke Real Estate changed its development direction from a real estate developer to a service provider for a better life, and practiced three-step community supporting services.
The first step, 20 12 builds 1.0 version of community supporting services, adhering to the concept of "good house, good service and good community";
Step 2: On 20 15, the "Four Owns Community" was launched and upgraded to V-LINK community supporting service version 2.0;
The third part is the V-League platform built on 20 17, which officially opened the 3.0 version of the city.
For a goal, enterprises usually have different basic paths. For example, in the pharmaceutical industry that is in urgent need of transformation and upgrading, the transformation from generic drug enterprises to innovative drug enterprises is the basic direction, and different enterprises have planned different paths according to their own conditions.
Chengdu Kanghong Pharmaceutical Co., Ltd. and jiangsu hengrui Pharmaceutical Co., Ltd. take the road of investing a lot of R&D expenses and independently researching and developing new drugs; Pfizer is taking the road of obtaining new drug licenses from outside.
Therefore, the basic path of business policy can be considered from long to short. One is to endow it with business philosophy, and the other is to serve the current annual business activities and business philosophy of the enterprise, covering the culture, politics, personnel and quality of the enterprise.
The basic management policy of Haier Group stipulates its development direction, market concept and brand strategy in ten aspects.
Employment system: three positions coexist and change dynamically.
Market concept: the only unchanging rule of the market is that it is always changing; Only the idea of off-season, no off-season market; Selling reputation is not selling products, denying yourself and creating markets.
Famous brand strategy: if you don't do it, you must strive for the first place. There are no famous brands nationwide.
Quality concept: high quality, Excellence and zero defects; Excellent products are made by excellent people.
After-sales service concept: users are always right.
Capital operation concept: the east shines, and the west shines again.
International market strategy: easy first, then difficult.
Development Direction: Building a luxury brand in China.
Image slogan: always sincere.
We can see that Haier's basic management policy is clearly defined and expressed in terms of employment system, market concept and quality concept.
In the employment system, three kinds of jobs coexist and change dynamically. Through performance appraisal, employees are divided into three categories and given different treatment respectively. This mechanism can fully stimulate the working motivation of employees.
Market concept and international market strategy guide Haier to open up domestic and foreign markets for many products; Quality concept, brand strategy and development direction guide Haier's product strategy of putting quality first and creating fine products.
The story of Zhang Ruimin smashing the refrigerator is the best practice of quality concept. The concept of after-sales service makes Haier a well-known enterprise. The capital operation concept of "East China and West China" has enabled Haier to make steady progress on the road of diversification.
From the beginning, we can see that the basic management policy is of great guiding significance to the business activities of enterprises. A clear basic management policy can make the business activities of enterprises not deviate from the business philosophy, and also make the business management of enterprises more efficient and systematic.
Look at Huawei again. Huawei's quality policy points out the basic path of quality development. What is this?
First, regard quality as the life of an enterprise.
Second, create fine products and oppose low quality and low price.
Third, learn from the quality culture of Germany and Japan, and combine the reality of Huawei to build a quality culture that respects rules and processes, always does things well and continuously improves.
Four, the effective management of partners, and its * * * to build high-quality and sustainable development.
Fifth, respect the profession, advocate the spirit of artisans, and build a world-class expert team in various fields.
Six, everyone pursues the quality of work, not manufacturing, not outflow, do not accept the work output that does not meet the requirements; Don't hide, don't shirk, don't cheat, make decisions based on facts and solve problems.
Seven, implement the quality first responsibility of managers, build a process-based quality assurance system, and build a large quality management system that can adapt to future development.
The annual business policy is the annual guiding plan of the enterprise, and it is a specific policy formulated by the enterprise according to the actual business situation, which generally includes the interest policy, sales policy, personnel policy and so on.
Toyota Motor Corporation has stipulated the management policy for customers, employees, production and products, as well as the moral image design policy and quality management policy.
Looking at Gree again, Gree Electric adopts the management policy of taking the road of specialization, expanding the whole industrial chain, establishing its own channels and attaching importance to technology accumulation, and also has the quality policy of producing excellent products, creating famous brands, creating scale and creating world-class.
Gree Electric, Creating Opportunities 2011; Good Air Conditioning, Made by Gree 2065438+02; Gree, Mastering Core Technologies 2065438+03; Gree, make the sky bluer and the ground greener, 2065438+04; 20 15 brand policies such as "Let the world fall in love with Made in China".
How to make a business policy?
When making business policies, enterprises usually focus on the direction and basic path of implementing business activities, and then focus on the gap between the current situation and the ideal state of the company based on the analysis of the external environment and the analysis of its internal situation and previous experience data, and then analyze, revise and audit, and finally form a business policy.
At the same time, according to the mission of the enterprise, we have determined what the enterprise will do all its life; Establish the medium and long-term development goals of the enterprise according to the vision; Guided by mission, vision and values, choose the path to achieve the goal and plan the specific implementation method, that is, first establish the basic policy of the enterprise, and then formulate the annual business policy.
The formulation of annual business policy is to determine how to achieve enterprise goals in an organizational way, and the key lies in the cooperation of organizations and the improvement of organizational ability.
For the formulation of the annual business policy, the following three principles can be considered.
The first principle: the principle of top-level overall design and bottom-level detailed design.
We advocate that the design and promulgation of policies are from top to bottom, and the steps of making them are from bottom to top.
Top-down design is the core control of the annual business policy that serves the development goal of the enterprise and decomposes the basic business policy of the enterprise.
Working out the steps from bottom to top is not only beneficial for the grass-roots to sum up the past, recognize the present, set goals and realize the * * * knowledge, but also beneficial for the senior executives to take the overall situation, rationally allocate resources and grasp the progress of goals, so as to realize the organic unity of personal goals and company goals.
The second principle: the principle of overall relevance.
The annual policy often needs the cooperation of multiple functional departments in an enterprise and the organic connection and coordination between them. Through the effective participation of design objects, the overall optimization is realized, and the wisdom of all people is concentrated through group activities to achieve the best results.
In order to ensure the implementation of policies and the allocation of tasks, all departments need to cooperate with each other, support each other, enjoy limited resources to achieve their respective goals, and finally achieve the overall goal.
The third principle: the practical principle.
The formulation of business policy should come from practice.
An inoperable business policy, especially the annual business policy, is like a piece of waste paper. It should define the development direction-there should be quantitative or qualitative objectives, specific implementation paths, relevant responsible persons, implementation period and follow-up of the implementation process.
At the same time, in the process of implementing the annual business policy, we should regularly check and reflect, find problems through inspection, adjust and improve in time, and ensure the smooth completion of the annual business policy.
In addition, in order to ensure the practical operation of the policy, the completion of the business policy in the previous year should also be fed back into the policy of this year, and the completion of the policies of various departments in the next quarter should also be integrated into the annual policies of enterprises to help enterprises and departments get promoted in the process of formulating and completing the annual policies.
Whether the above three principles are observed or not largely determines whether the enterprise can achieve the ideal goal, and also largely determines whether the employees can jointly practice the enterprise concept.
Huawei is a typical case. We know that "customer-centered, struggler-oriented" is one of Huawei's values. In order to continuously develop and better serve customers, Huawei has built its command post in a place where gunfire can be heard, and linked the planning and budgeting rights, accounting rights and sales decision-making rights, which is the famous viewpoint of "letting people who can hear gunfire make decisions".
In order to achieve the principle of practical operation, the principle of "the company decides whether to fight or not, and the front-end department decides how to fight" is also implemented, which is what we call the principle of top-level overall design and grassroots detail design.
The front commands the rear, not the rear commands the front. We can feel the three principles of Huawei's business policy from Huawei's values, which have been effectively reflected in all aspects.