First, the competitive strategy is blood!
Since the end of 1990s, under the guidance of the three basic competitive strategies put forward by Michael Porter, a famous American strategist, almost all enterprises have adopted price war, function war, advertising war, promotion war, service war and category war to establish their competitive advantages and thus defeat their competitors. However, good wishes have not been translated into good reality. Excessive attacks on competitors have not made them better, but have made the business families in their fields face a situation of ordinary meager profit or loss. Everyone is caught in the dilemma of price war, function war, advertising war, promotion war, service war and category war. The more you try to beat your competitors, the worse you become, and finally there is a pattern of both losses and multiple losses. If we use the metaphor of image, the competitive strategy is a "bloody battle"!
Second, the blue ocean strategy is a dream!
In view of the defects of competitive strategy theory, Korean strategist Professor W. Qian Jin and American strategist Professor Renee Mauborgne put forward the concept of blue ocean strategy in 2005. "Blue Ocean" is relative to "Red Sea". The traditional market with fierce competition is the "Red Sea", while the "Blue Ocean" is an unknown market space without competition. Enterprises can obtain brand-new market fields through value innovation, and obtain faster growth and higher profits. After 78 years' practice, the Blue Ocean strategy can't effectively establish the entry barriers of competitors. The so-called "blue ocean" can only appear when competitors don't enter, but soon competitors enter, and the "blue ocean" soon becomes a "red sea". The blue ocean strategy can only improve the competitive situation of enterprises in a short time, but it does not solve the defects of competitive strategy theory. Moreover, trying to avoid competition with blue ocean strategic thinking is tantamount to an escape strategy. Such strategic thinking can't make enterprises achieve long-term development. If we use the image metaphor, the blue ocean strategy is a "dream" fantasy!
Third, the development strategy is gold!
In 2009, Tang Dongfang, a famous strategic expert in China, put forward a brand-new strategic theory, namely development strategy theory, in his book Strategic Choice, which further supplemented and improved the theoretical system of development strategy. From the perspective of development strategy theory, the primary concern of enterprises should be their development, not their competition. Competition should be an effective means of enterprise development, and of course there are cooperation strategies, competition avoidance strategies and other means.
How to realize enterprise development? Tang Dongfang, a famous strategic expert, expounded the development strategy thought, concept and methodology system from his "Development Strategy Tetralogy": strategic confrontation, strategic choice, strategic planning trilogy and strategic performance management. The theory of development strategy points out that enterprises should systematically solve the development problems of enterprises from four aspects: development direction, development speed and quality, development point and development ability, which constitute four important components of development strategy, namely vision, strategic objectives, business strategy and functional strategy. The development strategy theory shifts the focus of enterprise competition from competition to development. Enterprises can achieve development through competition and cooperation, or they can avoid competition and choose more promising fields to develop. Development strategy theory subverts the traditional competitive strategy theory, gets rid of the troubles of price war, function war, advertising war, promotion war, service war and category war, enables enterprises to participate in the competition more benign, and puts the main energy into the planning and implementation of enterprise development problems, development direction, development speed and quality, development point and development ability, and finally realizes the rapid, healthy and sustainable development of enterprises. If we use the metaphor of image, the development strategy is the harvest of a season of "gold"!
In short, figuratively speaking, the competitive strategy is a "bloody battle", the blue ocean strategy is a "dream" illusion, and the development strategy is a "golden" harvest!
1. trilogy of strategic planning: the opening work of development strategy theory
It focuses on "how to make a strategic plan?" This paper introduces the practical methods of strategic planning, and provides practical methods and cases from three aspects of external environment analysis, enterprise internal analysis and strategic planning. This book is a summary of the theories and methods of more than 70 cases of strategic consulting of enterprises by Oriental strategic consultants, and it is an important theory and method system of strategic consulting of oriental strategic enterprises.
Second, "strategic choice": the cornerstone of development strategy theory
It focuses on "what is strategy and how to make strategic decisions?" What are the choices of strategy in vision, strategic objectives, industrial strategy, regional strategy, customer strategy and product strategy, and how to make decisions? This book is a classic strategic work that can change the fate and development pattern of enterprises. This book is a practical book about how enterprises make strategic choices, and it is written to solve the problem of strategic development of enterprises. This book is a summary of the theories and methods of more than 0/00 enterprise strategic consulting cases of Oriental strategic consulting institutions, and it is an important theory and method system of strategic consulting of Oriental strategic consulting institutions.
Third, "strategic performance management": the implementation of development strategy theory
Focus on "How to implement the strategy?" It provides practical methods and cases from strategic decomposition, to annual business plan, to performance goals and plans of all management. This book is written to solve the enterprise strategy implementation and target performance management system. Its core methodology system is the five-step method of strategic performance management, which is the crystallization of the author and his team's theoretical research and consulting practice for many years. This methodology system has successfully helped more than 300 large and medium-sized enterprises achieve effective strategic landing and achieved obvious corporate performance.
Four. Strategic confrontation: the pinnacle of development strategy theory
This paper expounds the successful course and strategic confrontation of five pairs of companies in five industries in China. Development is the last word, and enterprise strategy is to systematically solve the development problems of enterprises. This book carefully selects five pairs of the most representative and fast-growing companies from five industries, analyzes their respective profiles, achievements, development stages and strategies, and fully shows the peak strategic confrontation between each pair of companies. Through research, we find that the success of an enterprise comes from the correct strategy, but there are many choices and models for the correct strategy.
Contribution of verb (abbreviation of verb) to the development strategy trilogy
"Development Strategy Tetralogy" provides a theoretical and methodological basis for the rapid and healthy development of enterprises from a package of solutions of strategic analysis, strategic selection, strategic formulation and strategic implementation. In particular, the development strategy framework was created, and the theory of enterprise development strategy was opened, which made the theory of enterprise strategy reach a new level and was more practical and instructive. Development strategy theory is the most popular and practical strategic methodology system in China at present, which has successfully helped 100 large and medium-sized enterprises to achieve remarkable results and long-term development. At present, this methodology system has been accepted and applied by enterprises and scholars.