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在多年的咨询服务生涯中,我有一个深切的体会:就本土企业尤其是民营企业而言,最初的需求往往是市场问题,可当咨询介入后,市场问题很快就暴露出管理上的缺陷,而进入管理梳理后,人力资源问题又凸显出来。这就使我们不得不重新审视企业的发展战略和企业文化。当这样的问题结构不断被重复之后,我们思考的方向就自然落定在——我们的企业到底能走多远。中国缺乏世界级的品牌,这不可怕,可怕的是我们不知道怎样的品牌规划可以拥有未来。我们的资本普遍不如跨国公司,这不可怕,可怕的是我们即便有了钱,也不知道它对构建企业核心竞争力意味着什幺。我们的人力资源体系不像跨国公司那样完善,这不可怕,可怕的是我们不能意识到,人力资源积聚与提升取决于我们对小农意识的革命程度。我们不缺乏赚钱能力,缺乏的是如何有计划地持续赚钱。本栏目已经连续讨论了品牌精细化操作和精细化营销的话题,得到了读者的积极回应。品牌和营销精细化的核心是科学管理,这才是企业的根本、市场的未来。本期企划观点,邀请奇正资深营销咨询师、在跨国公司任销售经理多年的徐强先生谈一谈:跨国公司凭什幺在市场上能踩着稳定的步伐,一路前行。
During my many years of consulting career, I have a deep understanding: for local enterprises, especially private enterprises, the initial demand is often a market problem. When the consultation is involved, market problems soon reveal managerial defects After entering management, the problem of human resources is highlighted again. This makes us have to re-examine the enterprise’s development strategy and corporate culture. When this problem structure is constantly being repeated, the way we think is naturally settled - how far our business can go. China’s lack of world-class brands, this is not terrible, terrible is that we do not know what brand planning can have the future. It is not terrible that our capital is generally inferior to multinational corporations. What is horrible is that even if we have money, we do not know what it means to build the core competitiveness of enterprises. It is not scary that our human resources system is not as perfect as multinational corporations. What we are dreadful is that we can not realize that the accumulation and enhancement of human resources depend on the degree of revolution in our consciousness of smallholders. We do not lack the ability to make money, the lack of how to continue to make money planned. This column has been a continuous discussion of brand refinement and refinement of the topic of marketing, the reader has been a positive response. The core of brand and marketing refinement is scientific management, this is the fundamental business, the future of the market. Current planning point of view, invited Qi is a senior marketing consultant, sales manager in a multinational company for many years Mr. Xu Qiang talk about why the multinational corporations in the market can step on a steady pace, all the way forward.