企業戰略管理的內涵（三）
企業(ye)發展(zhan)戰略(lve)因(yin)時(shi)而(er)(er)異、因(yin)地而(er)(er)異、因(yin)人而(er)(er)異、因(yin)事而(er)(er)異，沒有(you)固定(ding)(ding)的內容，也沒有(you)固定(ding)(ding)的模式。一(yi)般(ban)而(er)(er)言(yan)，企業(ye)發展(zhan)戰略(lve)涉(she)及企業(ye)中長期(qi)干什么(me)、靠什么(me)和怎么(me)干等三(san)大方面的問題(ti)。
謀劃企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)中長期(qi)干什么，就是要(yao)(yao)(yao)(yao)(yao)定(ding)(ding)好位(wei)(wei)(wei)。市場已發(fa)(fa)生變(bian)化，連(lian)皇帝的(de)女(nv)兒也愁嫁。企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)要(yao)(yao)(yao)(yao)(yao)發(fa)(fa)展，定(ding)(ding)位(wei)(wei)(wei)很重要(yao)(yao)(yao)(yao)(yao)。定(ding)(ding)位(wei)(wei)(wei)是為了解(jie)(jie)決(jue)發(fa)(fa)展的(de)方向(xiang)、目標問(wen)題。企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)發(fa)(fa)展要(yao)(yao)(yao)(yao)(yao)有(you)正(zheng)確(que)方向(xiang)，要(yao)(yao)(yao)(yao)(yao)靈活(huo)地運用(yong)規模化和(he)差別化原則，要(yao)(yao)(yao)(yao)(yao)堅持專、精、特、新。企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)發(fa)(fa)展要(yao)(yao)(yao)(yao)(yao)有(you)中長期(qi)目標，不(bu)(bu)要(yao)(yao)(yao)(yao)(yao)象空中的(de)風箏、路上的(de)的(de)士，沒(mei)有(you)遠見、決(jue)心(xin)、魄力(li)和(he)毅力(li)干不(bu)(bu)成(cheng)大事業(ye)(ye)(ye)(ye)。定(ding)(ding)位(wei)(wei)(wei)要(yao)(yao)(yao)(yao)(yao)準確(que)，定(ding)(ding)錯位(wei)(wei)(wei)，勁兒白(bai)費(fei)。定(ding)(ding)位(wei)(wei)(wei)主要(yao)(yao)(yao)(yao)(yao)是為了解(jie)(jie)決(jue)核心(xin)業(ye)(ye)(ye)(ye)務(wu)問(wen)題。企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)也可以開展多(duo)項業(ye)(ye)(ye)(ye)務(wu)，但核心(xin)業(ye)(ye)(ye)(ye)務(wu)不(bu)(bu)能多(duo)。可以搞多(duo)元化經營，但不(bu)(bu)可以搞多(duo)核心(xin)經營。用(yong)核心(xin)業(ye)(ye)(ye)(ye)務(wu)帶動其(qi)它業(ye)(ye)(ye)(ye)務(wu)，用(yong)其(qi)它業(ye)(ye)(ye)(ye)務(wu)促進核心(xin)業(ye)(ye)(ye)(ye)務(wu)，這(zhe)(zhe)是先進企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)的(de)成(cheng)功之(zhi)道。不(bu)(bu)僅對(dui)經營范圍(wei)要(yao)(yao)(yao)(yao)(yao)定(ding)(ding)位(wei)(wei)(wei)，而且對(dui)經營地區等也要(yao)(yao)(yao)(yao)(yao)定(ding)(ding)位(wei)(wei)(wei)。定(ding)(ding)位(wei)(wei)(wei)有(you)階(jie)段性，不(bu)(bu)同發(fa)(fa)展階(jie)段應該有(you)不(bu)(bu)同的(de)定(ding)(ding)位(wei)(wei)(wei)。定(ding)(ding)位(wei)(wei)(wei)的(de)方法很多(duo)，定(ding)(ding)位(wei)(wei)(wei)無定(ding)(ding)勢。定(ding)(ding)位(wei)(wei)(wei)看起來很簡單，實際(ji)上很復雜(za)。許多(duo)企(qi)(qi)(qi)業(ye)(ye)(ye)(ye)認為自(zi)己的(de)定(ding)(ding)位(wei)(wei)(wei)很正(zheng)確(que)，實際(ji)上存在很大問(wen)題，而這(zhe)(zhe)些(xie)問(wen)題足以使他們發(fa)(fa)展緩慢或(huo)失敗。
謀劃企(qi)業中長期靠什么，就(jiu)是要(yao)(yao)(yao)(yao)廣(guang)開(kai)資(zi)(zi)源(yuan)(yuan)(yuan)。集(ji)四面潛在資(zi)(zi)源(yuan)(yuan)(yuan)、成(cheng)八方(fang)受益事業是企(qi)業的使命。廣(guang)開(kai)資(zi)(zi)源(yuan)(yuan)(yuan)是企(qi)業發展戰略的重(zhong)(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)方(fang)面，不(bu)(bu)(bu)廣(guang)開(kai)資(zi)(zi)源(yuan)(yuan)(yuan)，再好(hao)的定(ding)位也(ye)沒用。要(yao)(yao)(yao)(yao)樹(shu)立大資(zi)(zi)源(yuan)(yuan)(yuan)觀(guan)，不(bu)(bu)(bu)僅(jin)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)物(wu)質(zhi)資(zi)(zi)源(yuan)(yuan)(yuan)，也(ye)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)人(ren)力資(zi)(zi)源(yuan)(yuan)(yuan)；不(bu)(bu)(bu)僅(jin)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)體(ti)力資(zi)(zi)源(yuan)(yuan)(yuan)，也(ye)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)智力資(zi)(zi)源(yuan)(yuan)(yuan)；不(bu)(bu)(bu)僅(jin)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)國(guo)內資(zi)(zi)源(yuan)(yuan)(yuan)，也(ye)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)國(guo)外資(zi)(zi)源(yuan)(yuan)(yuan)；不(bu)(bu)(bu)僅(jin)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)空(kong)間資(zi)(zi)源(yuan)(yuan)(yuan)，也(ye)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)時間資(zi)(zi)源(yuan)(yuan)(yuan)；不(bu)(bu)(bu)僅(jin)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)現實資(zi)(zi)源(yuan)(yuan)(yuan)，也(ye)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)潛在資(zi)(zi)源(yuan)(yuan)(yuan)；不(bu)(bu)(bu)僅(jin)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)直接資(zi)(zi)源(yuan)(yuan)(yuan)，也(ye)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)間接資(zi)(zi)源(yuan)(yuan)(yuan)；不(bu)(bu)(bu)僅(jin)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)經濟資(zi)(zi)源(yuan)(yuan)(yuan)，也(ye)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)政治(zhi)資(zi)(zi)源(yuan)(yuan)(yuan)；不(bu)(bu)(bu)僅(jin)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)有形資(zi)(zi)源(yuan)(yuan)(yuan)，也(ye)要(yao)(yao)(yao)(yao)重(zhong)(zhong)(zhong)(zhong)視(shi)(shi)(shi)(shi)無形資(zi)(zi)源(yuan)(yuan)(yuan)。廣(guang)開(kai)資(zi)(zi)源(yuan)(yuan)(yuan)要(yao)(yao)(yao)(yao)運用智慧，運用智慧就(jiu)能夠善用資(zi)(zi)源(yuan)(yuan)(yuan)。
謀劃企(qi)(qi)業中長期怎么(me)(me)干，就是(shi)要(yao)(yao)(yao)制定好戰略(lve)(lve)措(cuo)(cuo)(cuo)施(shi)。戰略(lve)(lve)措(cuo)(cuo)(cuo)施(shi)是(shi)實現(xian)定位的(de)保(bao)證，是(shi)善用資源的(de)體現(xian)，是(shi)企(qi)(qi)業發(fa)展戰略(lve)(lve)中關(guan)鍵、生動的(de)部分。從哪里(li)入手、向哪里(li)開刀、先干什(shen)么(me)(me)、再干什(shen)么(me)(me)、保(bao)哪些(xie)重點、丟哪些(xie)包袱、施(shi)什(shen)么(me)(me)政策、用什(shen)么(me)(me)策略(lve)(lve)、怎么(me)(me)策劃、如何運作(zuo)(zuo)等(deng)等(deng)，這些(xie)都是(shi)戰略(lve)(lve)措(cuo)(cuo)(cuo)施(shi)的(de)重要(yao)(yao)(yao)內(nei)容。戰略(lve)(lve)措(cuo)(cuo)(cuo)施(shi)是(shi)省錢(qian)、省力、省時(shi)的(de)措(cuo)(cuo)(cuo)施(shi)，省錢(qian)、省力、省時(shi)不等(deng)于(yu)不花錢(qian)、不用力、不用時(shi)。戰略(lve)(lve)措(cuo)(cuo)(cuo)施(shi)要(yao)(yao)(yao)貼近實際、順應趨勢、新(xin)穎(ying)獨特(te)、靈活機動。戰略(lve)(lve)措(cuo)(cuo)(cuo)施(shi)要(yao)(yao)(yao)以定性為主(zhu)。戰略(lve)(lve)措(cuo)(cuo)(cuo)施(shi)要(yao)(yao)(yao)有(you)可操作(zuo)(zuo)性，但這種可操作(zuo)(zuo)性不同于(yu)與戰術的(de)可操作(zuo)(zuo)。
