For modern enterprises, customers are more important than products; Pursuing cost is not as good as pursuing price; Providing convenience for consumers is more important than marketing channels; Emphasize communication rather than just promotion. Therefore, enterprises must stand on the consumer's point of view and provide consumers with satisfactory products and services in order to be invincible in the competition.
Entering the 2 1 century, the globalization, knowledge, informationization, digitalization and networking of the world economy have gradually brought the world economy into a new economic era without borders. Driven by the continuous development and wide application of global information technology, e-commerce has become an important form of information communication and trade activities among many enterprises and between enterprises and consumers, which is more and more closely related to consumers' lives. This situation has a strong impact on the business philosophy and marketing methods of enterprises. Precision marketing system with network and information technology as the core will replace traditional marketing methods to a certain extent and gradually become a new trend of modern enterprise marketing development.
Philip? Kotler believes: "Specifically, the company needs more accurate, measurable and high return on investment marketing communication, and needs to pay more attention to results and actions."
In the process of running a business, we communicate in various ways.
First of all, from the literal point of view of precision marketing, we can see that it is not mass communication, but precision. This kind of communication probably has the following forms: DM, EDM, direct return advertising, telephone, short message, network promotion and so on.
Now it's one-on-one direct communication.
The shortest distance between two points is a straight line, so precision marketing takes the shortest straight line distance in communication with customers. Linear model of precision marketing: communication is a linear two-way interactive communication process, which contains three important concepts: ① Since it is a process, it is timely, that is, it is carried out within a period of time, ② it is meaningful, and ③ it is interactive at the same time; The main elements of communication: situation, participants, information, channels, interference and feedback.
Since 1980s, with the changes of world economy and politics, the management thought has undergone great changes, and the research of management communication theory has also encountered new challenges, mainly in the application of information network technology in communication, the establishment of learning organizations and knowledge-based enterprises. With the general trend of modern management theory, such as more humanized management concept, better knowledge, virtualization of management organization, flattening of organizational structure, networking of management means and facilities, and globalization of management culture, management communication theory also presents the trend of internationalization of management communication with enterprise process reengineering, more flexible management, knowledge management communication, network economy and global economic integration.
With the development of the world economy, enterprise management is undergoing more and more changes. The theory of "scientific management" in Taylor's era has aroused widespread criticism because of its lack of respect for the social needs of managed individuals. In modern human resource management theory, a basic view is that the role of human resources in enterprises is the most potential and flexible. Employees' personal work enthusiasm, work attitude and organizational identity are extremely important factors, and the purpose of economic development is for people. In the process of creating wealth, we should also try our best to meet people's multi-level needs such as survival, security and respect.
The process of management is a process of fully mobilizing people's enthusiasm, improving the efficiency of institutions and achieving the same goal of enterprises by exerting various management functions. In a sense, communication is the essence of management. Management is inseparable from communication, which permeates all aspects of management.
With the development of the world economy, enterprise management is undergoing more and more changes. The theory of "scientific management" in Taylor's era has aroused widespread criticism because of its lack of respect for the social needs of managed individuals. In modern human resource management theory, a basic view is that the role of human resources in enterprises is the most potential and flexible. Employees' personal work enthusiasm, work attitude and organizational identity are extremely important factors, and the purpose of economic development is for people. In the process of creating wealth, we should also try our best to meet people's multi-level needs such as survival, security and respect.
The process of management is a process of fully mobilizing people's enthusiasm, improving the efficiency of institutions and achieving the same goal of enterprises by exerting various management functions. In a sense, communication is the essence of management. Management is inseparable from communication, which permeates all aspects of management.
The role of communication in management;
Modern enterprises, between people, between departments, between the upper and lower levels of enterprises, and between other aspects, especially need to communicate with each other, understand each other and exchange information. However, in real life, people often cross an invisible "wall" and hinder each other's communication. Although modern communication equipment is magical, it can't penetrate this invisible "wall". If the long-term communication channels are not smooth, information is not exchanged, feelings are not harmonious, and relations are not harmonious, it will affect the work and even make the enterprise go from bad to worse. Careful analysis, we will see the existence of this "wall" at any time. For example, in the production activities of enterprises, some business departments are not clear that their production activities should be coordinated with the production plan of the whole enterprise, and some even pursue their own private interests by hook or by crook, regardless of the interests of other business departments, and are even more unwilling to cooperate with other departments. They didn't think of doing this. What adverse consequences will it bring to the production activities of the whole enterprise? For example, some managers are subjective and arbitrary, and one person has the final say, but they don't listen to the opinions of their subordinates. It is even harder to criticize their mistakes. They don't know how to communicate frequently between superiors and subordinates. If their opinions and suggestions are ignored and indifferent, their enthusiasm and sense of responsibility for the enterprise will be dampened, and their subordinates will be negative and boring. In this way, once an emergency happens in an enterprise, all employees need to come up with ideas and find ways to tide over the difficulties, and employees will be indifferent and will not have any enthusiasm and enthusiasm. Therefore, we should manage modern enterprises well. It is necessary to continuously strengthen the exchange of information, data and feelings within the enterprise, so that employees can clearly know the company's principles, policies and conditions, and gradually establish a mature and perfect communication system.
I have seen such an example on the internet; The general manager of an American company attaches great importance to communication among employees. He once had a "pioneering work", that is, all the small round tables used by four people in the company restaurant were replaced by rectangular long tables. This is a major change, because when using small round tables. It's always those four people who know each other very well sit together for dinner. However, changing to a long table is different. Some strangers have a chance to sit together and chat. Staff in the research department can meet marketers or manufacturing engineers from other departments, and they can exchange views and get the information they need through mutual contact. Moreover, it can inspire each other and collide with "sparks of thought", and the company's operation has been greatly improved.
From the above example, we can draw a conclusion that communication plays a multi-faceted role in management, and I draw the conclusion that the following three aspects are more prominent:
1. Communication helps to improve individual and public decision-making. Communication within the enterprise provides information for various departments and personnel to make decisions and enhances their judgment ability.
2. Communication encourages employees to work in a coordinated and effective way. Without proper communication, managers will not fully understand their subordinates, and subordinates may have a wrong understanding of the tasks assigned to them and the work they are required to complete, which will lead to the loss of enterprise interests.
3. Communication helps leaders motivate subordinates, establish good interpersonal relationships and organizational atmosphere, and improve staff morale. Good interpersonal relationships within an enterprise are even more inseparable from communication. Ideological and emotional communication can enhance mutual understanding, eliminate misunderstanding, estrangement and suspicion. Even if it can't be fully understood, it can at least be understood, so that enterprises can have a harmonious organizational atmosphere. The so-called "everyone thinks in one place and works hard in one place" is the result of effective communication.
Obstacles to effective communication;
Obstacles to organizational communication in management, reasonable organization is conducive to information communication. However, if the scale of the organization is too large and there are too many intermediate levels, the information transmission from the top decision-making to the subordinate units will not only easily lead to information distortion, but also waste a lot of time and affect the timeliness of information. At the same time, top-down information communication, if there are too many intermediate levels, will also waste time and affect efficiency. According to some scholars' statistics, if the correctness of a message is 100% in the hands of top managers, it may only be 20% in the hands of message recipients. This is because, in this kind of information communication, the competent departments at all levels will take the time to screen the received information, filter it layer by layer, and then report the information out of context. In addition, there are a lot of subjective factors in the selection process, especially when the information sent involves the sender himself, which often leads to information distortion due to psychological reasons. This situation will also make information providers afraid and unwilling to provide key information. Therefore, if the organization is overstaffed, the organization setting is unreasonable, the responsibilities between departments are unclear, and the division of labor is unclear, which leads to multiple leaders, or because people have something to do and people are overstaffed, it will cause certain psychological pressure on both sides of communication and affect communication.
Personal communication barriers;
Obstacles caused by personality factors. Information exchange is largely restricted by personal psychological factors. Differences in individual nature, temperament, attitude, mood and viewpoint will all become obstacles to information communication.
Barriers caused by the gap between knowledge and experience. In information communication, if the gap between the two sides' experience level and knowledge level is too large, there will be communication obstacles. In addition, individual experience differences also have an impact on information communication. In real life, people often do things by experience. An experienced person often considers information communication comprehensively and carefully; And a novice is often at a loss. The characteristic is that both sides of information exchange often process information according to the general understanding of experience, which widens the gap of mutual understanding and forms communication obstacles.
Obstacles caused by poor personal memory. In management, information communication is often transmitted step by step according to the organizational system. However, when transmitting the same information according to the hierarchy, it is often influenced by the individual quality, thus reducing the efficiency of information exchange.
Obstacles caused by different attitudes towards information. This can be considered from different levels. The first is to understand the differences. In management activities, it is still common for many employees and managers to ignore the role of information, which has caused great obstacles to normal information communication. The second is the concept of interest. In a group, different members have different views on information and choose different emphases. Many employees only care about the information related to their own material interests, but not the information related to organizational goals and management decisions, which has also become an obstacle to information communication.
Obstacles caused by mutual distrust. Effective information communication should be based on mutual trust, so that the upward reflection can be taken seriously and the downward decision can be implemented quickly. Managers should listen to opinions without prejudice when communicating information, and encourage their subordinates to fully clarify their opinions, so as to realize real communication in thoughts and feelings, receive comprehensive and reliable information, and make wise judgments and decisions.
The communicator's fear and personal psychological quality will also cause communication obstacles. In management practice, the success or failure of information communication mainly depends on the comprehensive and effective cooperation between superiors and superiors, leaders and employees. But many times, these cooperations often become obstacles because of the fear of subordinates and the personal psychological quality of both sides. On the one hand, if the supervisor is too dignified and gives the impression that it is inaccessible, or the manager lacks the necessary sympathy and is unwilling to sympathize with the situation, it will easily arouse the fear of the lower-level personnel and affect the normal communication of information. On the other hand, poor psychological quality is also a factor that causes communication obstacles.
Obstacles caused by intuitive selection deviation. Receiving and sending information is also a form of perception. But for various reasons, people are always used to receiving some information and discarding others, which is the selectivity of perception. The obstacles caused by perceptual selectivity are both objective and subjective. Objective factors, such as the different intensity of each part of information and the different value to the receiver, will make some information easy to attract attention and be accepted, while others will be ignored. Subjective factors are also related to personal psychological quality in perceptual choice. When receiving or forwarding information, it is easy to listen to what meets your own needs and has immediate interests, but it is not easy to listen to what is unfavorable to you and may harm your own interests. All these will lead to information distortion and affect the smooth communication of information.
Management of effective communication;
Channels and methods of communication The life of information lies in transmission. Therefore, in order to effectively manage information communication, we must work hard on information transmission.
We should implement the principle of fast, good and economical information transmission. The so-called "more" means that in quantity, that is, more information is transmitted per unit time; Fast refers to speed, that is, information transmission should be rapid and timely, and a valuable piece of information may become worthless if it is transmitted too slowly; On the good side, in terms of quality, we should eliminate all kinds of interference in information transmission and maintain the authenticity of information; In terms of efficiency, economy requires transmitting as much information as possible in a short time with less overhead. In information transmission, these aspects are interrelated and mutually restricted, and should be coordinated with each other.
Distinguish between different objects when transmitting information. On the one hand, it refers to the purpose of transmitting information, on the other hand, it refers to the confidentiality of information transmission. Information is valuable, but the value varies from person to person, and the same information has different values for different people. Therefore, we should pay attention to the goal of information transmission and ensure the effectiveness of information. It is necessary to study the different needs of different objects, track the sight of information recipients, ensure the quality of information transmission, and reduce ineffective labor. In addition, when improving the pertinence of information transmission, we should also pay attention to the scope of application of information, give consideration to the confidentiality of information, and prevent information from spreading in a large area, causing unnecessary psychological burden to employees and affecting team morale.
It is necessary to properly control the quantity of information transmission. In management, due to the different roles of rating agencies, each team member considers different issues. Therefore, when transmitting information, we should pay attention to controlling the quantity. In other words, the information that should be known to subordinates must be transmitted as soon as possible, and the information with limited application scope should be kept confidential. In this regard, we should pay attention to two tendencies: one is that the information is too confidential. Employees in the same enterprise, department or team keep secrets from each other, which hinders mutual understanding and coordination. Some information materials that should be kept secret are not communicated to the lower departments in time, which leads to information occlusion, unwarranted suspicion and affects the satisfaction of personal social needs. The other is the tendency to spread information at will. When transmitting information, we don't consider the confidentiality of information, don't choose the object of information transmission, and spread the collected information at will, which leads to information confusion. For managers, we should also pay attention to the review and cleaning of information, and we should not poke all the information into the meeting, which will increase the burden of the meeting and cause psychological fatigue. In short, these two tendencies will lead to gossip, which is not conducive to organizational unity and affects team morale and work efficiency.
Formal communication and informal communication channels Formal communication refers to information transmission and exchange within the organizational system according to certain organizational principles. For example, official correspondence between organizations, document transfer within organizations, holding meetings and regular information exchange between superiors and subordinates. In addition, tours, technical exchanges and market surveys organized by groups are also listed here.
The advantages of formal communication are effective, serious, binding and easy to keep secret, which can maintain the authority of information communication. This method is generally used for the transmission of important information and documents, organizational decision-making, etc. Its disadvantage is that communication is rigid and slow because it depends on the transmission of different levels of organizational systems.
Informal communication channels refer to information exchange and transmission outside formal communication channels, which are free to choose communication channels without the supervision of organizations. For example, members of the group exchange views privately, get together with friends and spread rumors and gossip, all of which are informal exchanges. Informal communication is an organic supplement to formal communication. In many organizations, most information used in decision-making is transmitted through informal information systems. Compared with formal communication, informal communication can often adapt to the changes of the situation more flexibly and quickly, omitting many complicated procedures; Moreover, it can often provide a lot of information that is difficult to obtain through formal communication channels, and truly reflect employees' thoughts, attitudes and motives. Therefore, this kind of incentive can often play an important role in management decision-making.
The advantage of informal communication is that the form of communication is informal, straightforward and fast, and it is easy to know the "inside information" that formal communication is difficult to provide in time. The basis of informal communication is good interpersonal relationship in the group. Its shortcomings are that informal communication is difficult to control, the information transmitted is inaccurate and easy to be distorted and misinterpreted. Moreover, it may lead to small groups and small circles, affecting the stability of people's hearts and the cohesion of groups.
In addition, informal communication has a predictable pattern. Psychological research shows that the content and form of informal communication can often be known in advance. It has the following characteristics: the fresher the news, the more people talk about it; People who have an influence on people's work are most likely to cause people's discussion; The most familiar, the most talked about; People who have relationships at work are often easily involved in the same rumor; People who have more contacts at work are most likely to be involved in the same rumor. Managers should pay full attention to these laws of informal communication, so as to put an end to negative "gossip" and use informal communication to serve organizational goals.
Modern management theory puts forward a new concept, namely "highly informal communication". It refers to the use of various occasions, through various means, to eliminate all kinds of interference, to maintain the continuous exchange of information between them, so as to form a huge, informal and open information exchange system in a group and an enterprise. Practice has proved that a high degree of informal communication can save a lot of time, avoid the sense of restraint and caution in formal occasions, solve many problems that have been difficult to solve for many years in a relaxed atmosphere, and reduce the friction of interpersonal relationships within groups.
Upward communication channels are also important.
Upward communication channel mainly refers to the information exchange between group members and grass-roots managers and management decision makers through certain channels. It has two forms of expression: one is layer-by-layer conduction, which is reflected step by step according to certain organizational principles and procedures. The second is leapfrog reflection. This means reducing the middle level and allowing decision makers and group members to talk directly.
The advantages of upward communication are: employees can directly reflect their opinions to the leaders and get a certain degree of psychological satisfaction; In this way, managers can also understand the operating conditions of enterprises, form a good relationship with subordinates and improve the management level.
The disadvantages of downward communication are: in the process of communication, subordinates have psychological distance due to different levels, forming some psychological obstacles; Afraid of "hard work", afraid of retaliation, unwilling to reflect opinions. At the same time, upward communication is often inefficient. Sometimes, due to special psychological factors, after layers of filtering, the information is misinterpreted, and the result is counterproductive.
Comparatively speaking, downward communication is relatively easy and condescending, and even communication facilities such as radio and television can be used; It is more difficult to communicate upward, which requires grassroots leaders to go deep into reality, reflect the situation in time and do meticulous work. Generally speaking, the traditional management mode emphasizes downward communication, and the management style tends to be authoritarian; Modern management mode is a combination of downward communication and upward communication, emphasizing information feedback and increasing the opportunities for employees to participate in management.
The definition of communication in management refers to the process in which information, thoughts and emotions are transmitted between individuals or groups. The purpose of communication is not only to convey meaning, but more importantly, to understand meaning and achieve * * * knowledge. "No matter how great an idea is, it is meaningless unless it is passed on to others and understood by others." A major feature of the information age is change. Times are changing and the market is changing. As the economic subject of society, enterprises must respond to market changes in time and speed up the transmission and feedback of information, which puts forward new requirements for the speed of communication and the diversification of pipelines. With the changes of the times and the deepening of enterprise reform, great changes have taken place in the personnel structure of enterprises, and employees are younger and more knowledgeable, paying more attention to the realization of self-worth. Therefore, modern enterprise management takes people-oriented management as the mainstream. Japanese management scientists believe that people-oriented management is a way to rely on mutual heart-to-heart, so that everyone can correctly understand their own tasks and responsibilities in the organization. This management mode emphasizes humanization and humanization. In order to effectively implement management, using communication is a good rule.
Without communication, there is no management, and there is no communication. Management is just a hypothesis, a mechanical behavior lacking vitality. Communication is the lifeline of enterprise organization. Like blood vessels in organisms, it runs through every part and link of the whole body, promotes body circulation, provides various nutrients and forms a living organism.
The daily management of enterprises is inseparable from communication. Daily management, that is, business management, financial management and human resource management, can be carried out smoothly with the help of management communication. The core of business management is to provide services and products suitable for the comprehensive needs of the target market and target customer groups on the basis of in-depth understanding of customers and markets, and the interaction with the market requires communication. The timely acquisition, collation, analysis, summary, distribution and transmission of financial data in financial management is the authoritative basis for enterprise management to supervise the running state of enterprises and a typical communication behavior. Human resource management is directly aimed at those who can't live without communication for a moment. Only good management communication can open the door of people's wisdom and soul, inspire people, tap people's potential and create value for enterprises better.
Communication management is the main way and tool to create and promote enterprise spirit and enterprise culture and realize the fundamental goal of enterprise management. The highest level of management is to create a unique enterprise spirit and enterprise culture in enterprise management, so that the external needs of enterprise management can be transformed into employees' comfortable ideas and conscious behaviors, and the core values, goals and missions of enterprises can be recognized. The cultivation and shaping of enterprise spirit and enterprise culture is essentially a communication of thoughts, opinions, emotions and souls, and is the highest form and content of management communication. Without communication, there is no understanding and understanding of enterprise spirit and enterprise culture, and it is even more impossible to agree with the same mission of the enterprise.
Communication management is a necessary way and fertile ground for management innovation. The introduction of many new management concepts, methods and technologies is the result of repeated communication and collision, aiming at improving the efficiency and performance of enterprise management communication, and its fundamental purpose is to improve the effectiveness and efficiency of management.
In a sense, modern enterprise management is communication, and communication is indeed the core, essence and soul of modern enterprise management.
The role of communication in management. Communication helps to improve individual and public decision-making. Any decision will involve what to do, how to do it and when to do it. Whenever encountering these urgent problems, managers need to get a lot of information from extensive communication within the enterprise, and then make decisions, or suggest relevant personnel to make decisions in order to solve the problems quickly. Subordinate employees can also take the initiative to communicate with superior managers and put forward their own suggestions for reference when leaders make decisions, or get the approval of superior leaders through communication and make their own decisions. Communication within the enterprise provides information for various departments and personnel to make decisions and enhances their judgment ability.
Communication encourages employees to work in a coordinated and effective way. All departments and positions in an enterprise are interdependent. The greater the interdependence, the higher the necessity of coordination, and coordination can only be achieved through communication. Without proper communication, managers will not fully understand their subordinates, and subordinates may have a wrong understanding of the tasks assigned to them and the work they are required to complete, so that the tasks cannot be completed correctly and satisfactorily, resulting in damage to the interests of enterprises.
Communication helps leaders motivate subordinates, establish good interpersonal relationships and organizational atmosphere, and improve staff morale. In addition to technical and coordination information, employees need inspiring information. It can make leaders understand the needs of employees, care about their sufferings, consider their requirements in decision-making and improve their work enthusiasm. People generally require a proper assessment of their work ability. If the praise, recognition or satisfaction of leaders can be passed on to employees through various channels in time, it will cause some work motivation. At the same time, good interpersonal relationships within enterprises are even more inseparable from communication. Ideological and emotional communication can enhance mutual understanding, eliminate misunderstanding, estrangement and suspicion. Even if it can't be fully understood, it can at least be understood, so that enterprises can have a harmonious organizational atmosphere. The so-called "everyone thinks in one place and works hard in one place" is the result of effective communication.
How to deal with interpersonal relationships and how to communicate better. The following are some of my experiences. When we follow these rules, we can increase the wealth in our relationship account.
1. Forgive others as soon as possible and don't hold grudges.
You should try your best to make everyone feel good when you talk to them, including on the phone-first to himself, then to your behavior, and finally to you.
3. Only speak well of others behind their backs. If you can't find anything to say, then you should keep silent.
Observe others carefully, and you will find the good things he has done. Give reasons when expressing compliments, so that your compliments won't be flattering.
You should always quote other people's noble thoughts and motives. Everyone wants to be considered generous and selfless by others. If you want others to improve, then you act as if they already have these excellent qualities. In that case, he will do everything possible not to disappoint.
6. Try not to criticize others. When you have to criticize, you'd better take an indirect approach. You should always be right about things, not people. You should let the other person see that you really like him and are willing to help him. You should not criticize others in your writing.
7. You should allow others to feel good about themselves occasionally. Don't brag, admit that you have shortcomings. You should be modest and prudent, guard against arrogance and rashness. If you want to make enemies, hit others everywhere. If you want to make friends, you must be tolerant.
8. When you make a mistake, apologize in time; When you are to be blamed, you'd better take the initiative to apologize.
9. You should give more suggestions instead of giving orders. In this way, you can promote cooperation and avoid conflicts.
10. When others are angry, you should show understanding. The anger of others is often just to get your attention. You should give enough sympathy and attention to others ―― they need it.
1 1. You should talk as little as possible. You should give others a chance to tell and be a good listener yourself.
12. You should convince others that this idea comes from himself. A good idea doesn't care who owns it, but everyone is willing to believe that they are acting according to their own wishes. The ocean is the king of streams, because it can accept all rivers.
13. Don't interrupt others, even if they are wrong. He won't listen to you patiently when he has something on his mind.
14. You should try to analyze things from the standpoint of others. The Indian said, "First of all, you should walk a long way from the standpoint of others." Don't forget to ask yourself: Why did he do it? Understanding everything means forgiving everything.
15. Don't always be right. You can be smarter than others, but don't tell each other. You must admit that you may be wrong ―― this will avoid all quarrels.
16. Give small gifts often-you can find ways to make others happy without any reason. The energy you spent on the gift shows how much you spent on him.
17. If there is a conflict, you should keep calm. First of all, you should listen to each other's opinions and try to find the agreement between them. You should also look at yourself critically, promise to consider his opinions and thank him for his inspiration.
18. You should show real interest in others. You should use this as your slogan: be interested in others, not show yourself interesting. You should show that you are considering ways to help each other.
19. Keep smiling. Nothing needs to smile more than those who never smile at others.
20. Always address each other by their full names. This shows your respect for him. Everyone wants to hear his name, which makes him happier than hearing any alternative name. Of course, you should try to remember each other's names for this.
2 1. You should learn to look at the problem from the other side's point of view. You have to ask yourself: What do you really need? How can I benefit him?
22. Encourage others as much as possible. You should praise his achievements ―― even a small success. Praise is like sunshine. Without sunshine, we have no nourishment for growth. Your praise will never be superfluous.
23. Let others save face at all times. Don't embarrass anyone, don't belittle others, and don't exaggerate their mistakes.
24. When you think of each other, give him your best wishes!