20 1 1 I have a real question for the first test of enterprise management. You can see it and there is no answer!
Zhejiang Gongshang University 20 1 1 Postgraduate Examination Paper (B)
Enrollment Major: Enterprise Management, Technical Economy and Management
Examination Subject: 832 Management Principles Total Score: 150 Examination Time: 3 hours.
First, multiple-choice questions (2 points for each question, *** 10)
1. management, in the most basic sense, is to organize labor, guide and supervise labor, which is commonly called management ().
A natural attribute b general attribute c social attribute d special attribute
2. Other representatives of Taylor's "scientific management" theory are ().
George Bart henry gantt
C Randolph? Urwick Frank Gilbreth and Lillian M. Gilbreth.
3. () is widely used in the United States, especially suitable for the management of senior executives, so it is called "management in management".
A participation in management b self-management c target management d decentralized management
4. Porter's competitive strategy includes ().
A total cost leading strategy b differentiation strategy c diversification strategy d specialization strategy
5. () reflects the relationship and interaction between the various components of the organization, and is a framework or system for achieving organizational goals.
A organization level B organization structure C management scope D management system
Second, short answer questions (each question 10, ***40 points)
1. What is the main research content of behavioral science applied to management, and what is the centralized development after World War II?
2. Briefly describe the task of planning.
3. Briefly describe the subjective obstacles of communication.
4. Briefly describe the six steps needed to realize the management breakthrough process.
Three, essay questions (20 points per question, ***40 points)
1. Discuss leadership requirements.
2. Discuss the control flow.
Four, case analysis questions (30 points per question, ***60 points)
(1) case analysis. This question includes 2 small questions, with ***30 points.
Starbucks Coffee Company was founded in 1987, and was rated as one of 100 "the most worthwhile companies" by Fortune magazine. The turnover rate of employees, especially the turnover rate of grassroots employees in stores, is far below the general level of the industry, which is about one-half to one-third of the general level. The employee satisfaction survey shows that employees like working for the company very much and are satisfied with the company leaders.
Starbucks always puts employees first and invests heavily in employees. It's no accident that all this came from CEO Donald? Schultz's values and beliefs. He said: "The company I want to establish can give people a sense of ownership and provide comprehensive medical insurance. Most importantly, work can bring them self-esteem. It is generally believed that the company is a company that can bring them self-esteem and respect their contributions, regardless of the education level and workplace of employees. "
In Starbucks, the coffee conditioner is the most important grass-roots employee. When talking with customers, the conditioner should first try to understand customers' tastes as much as possible, and then make suitable coffee. Its work itself is quite stressful. It is not easy to keep standing and walking. In addition, they must handle orders accurately and cooperate with colleagues in a narrow space. Interpersonal relationships are also stressful. It is not easy to establish a positive personal relationship with strangers in just a few seconds, but therapists may do it all the time. To this end, Starbucks has developed a lot of training. On the one hand, it teaches employees coffee culture and coffee brewing methods, on the other hand, it expands employees' interpersonal skills and focuses on teaching employees how to deal with customers.
In addition to training, the business hours of each Starbucks store are determined according to local needs, and they adopt flexible working system. Many nurses like the part-time job and flexible working hours, so that they can continue their studies or engage in other things. Of course, others can also choose fixed working hours. Because the total working hours per week are linked to income and benefits, some employees work longer hours and still have no lack of motivation.
In terms of salary, the company set up a stock investment plan at 199 1, allowing the purchase of stocks at a discount, and set up an option incentive system. The option incentive scheme is to provide certain options every year, with a total amount of 65438+ 0.4% of the basic salary. Employees who meet the following conditions can get options: employees who have worked in the company for at least 500 working hours from April 1 day to the end of the whole fiscal year, and employees who are still working in the company when the 1 month option is issued. With the rising share price of Starbucks, the options given to employees are of great value. More importantly, with the company's ideological education for employees, employees can establish the concept of being shareholders of the company and work more actively.
In terms of welfare, employees who work part-time or more can enjoy health benefits, including medical care, medicine, ophthalmology, dentistry and even alternative medical care. Same-sex or opposite-sex partners of part-time employees can enjoy comprehensive health insurance. The company pays 50%-80% of medical expenses for employees and their families. Starbucks also provides employees with many small benefits, including reimbursement of college tuition and maternity leave expenses. Others, such as paid leave for full-time employees, paid leave for personal anniversaries, and one and a half times salary for holiday work. All employees can get free drinks and a pound of coffee beans. Among them, the most inspiring magic is the "special welfare combination" project. Employees can customize their favorite welfare portfolio under the total amount, so as to maximize the welfare value of each employee.
So Starbucks has formed a very good atmosphere. CEO Donald? Schultz set an example by calling five store managers every morning, and then calling three temporary workers. He said: "We should be able to go deep into the organization and often ask' how is it going' or encourage employees with' great'. If a company doesn't have time to talk to its colleagues, it's best to close down, because such a company has no tomorrow. "
Question 1: According to Maslow's hierarchy of needs theory, this paper analyzes Starbucks' definition of hierarchy of needs for grass-roots employees from the level of demand content. (13)
Question 2: According to Porter-Lawler model, from the perspective of incentive process, find out three important incentive measures taken by Starbucks for employees. (17)
(2) Case analysis. This question includes 2 small questions, with ***30 points.
Lenovo has created too many glories in the IT field in China. The first thing people remember is that 1996, relying on its own low-cost advantage, successfully won the title of the first brand in market share. Since then, Lenovo has been in transition and wants to push its products to the high end and globalization through continuous independent innovation. To this end, Lenovo has done two memorable things of the same value. One is to acquire IBM's notebook computer business; The second is to sponsor the Olympic Games. However, now Lenovo is doing something more memorable in the future, that is, entering the mobile Internet business.
Mobile Internet is the combination of mobile communication and Internet. In recent years, mobile communication and Internet have become the two major businesses with the fastest development, the greatest market potential and the most attractive prospects in the world, so the mobile Internet can foresee what kind of economic myth it will create.
"In five years, mobile Internet terminals will become a bigger market than traditional PCs." Yang, CEO of Lenovo Group, believes that although some mobile phone manufacturers such as Apple and Blackberry have occupied a place in this field, there is no mobile phone that can rival the iPhone in China. Compared with the PC industry, the competition of mobile Internet terminals is not so fierce, so Lenovo chose to enter the mobile Internet terminal market. To this end, at the end of 2009, Lenovo repurchased the sold mobile phone business and established the Lenovo Mobile Phone Division.
201April 19, Liu Chuanzhi officially announced that "Lenovo will be desperate to invest and must occupy this market." So, how to occupy this market? "Everyone has seen it in product technology, and we strive to maintain the same level as it (referring to Apple) or exceed it. But its advantage is that it has great potential energy in all directions, especially in brand. Lenovo has only one advantage, that is, it is in China. We have received heartfelt attention from the leaders of various government departments. We have the full cooperation of major operators. We have received full cooperation and support from almost all service providers in China, including top content service providers. In the process of development, we have repeatedly discussed with friends in the content service industry, and we must make it the most convenient handheld device for China people to use. Today's upcoming and future partners are our most respected leaders and our most familiar and affectionate friends. Mr. Ma Yun, Mr. Zhang Chaoyang and Mr. Cao Guowei all came in person, which made us feel the affection of friends in the IT industry. " Liu Chuanzhi declared this.
It is understood that Lenovo Group has conducted in-depth cooperation with domestic first-class Internet companies such as Alibaba, Baidu, Phoenix, Shanda, Tencent, Sohu, Sina, Netease and UFIDA. In terms of application, Lenovo Paradise was launched in May, 20 10, mainly with supporting software. 20 10 1 1, Lenovo app store and Lenovo development community are online at the same time, in which the app store provides applications for users to download. It is estimated that more than 1000 boutique applications will be launched this year. 165438+ 10 In October, Lenovo established "Le Fund" to support the development of application platforms and encourage developers to innovate. The development trend of mobile Internet shows that the development of application platform has become a gold mine for the next round of Internet entrepreneurship. No matter how good the terminal is, without supporting software, it is just "cooking without rice". "IT is not so much the music Phone of Lenovo Group as the music Phone created by Lenovo Group and China's top IT company * * * for China." He Zhiqiang, senior vice president and CTO of Lenovo Group, said so.
"We are still planning to expand the market, so the price will be very suitable and competitive with similar competitors." Yang said to him. At the same time, Yang also said that another advantage of Lenovo is the traditional PC sales channel. He believes that smartphones and PCs are more similar in form, and operators also express the hope that Lenovo will use traditional PC channels to participate in sales. "The channel itself will be our advantage. Of course, we do not rule out traditional mobile phone channels. "
Question 1: Please analyze the basic competitive strategy adopted by Lenovo mobile phone in the mobile Internet business and its strategic feasibility. (12)
Question 2: Briefly describe the typical core process model of organizational change, and analyze three aspects of organizational change that Lenovo mobile phones need to carry out when they enter the mobile Internet business. (18)