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读苏宁与蒙牛小感

最近读了两本书《蒙牛内幕》和《苏宁――连锁的力量》

一个牛根生一个张近东,一个是牛奶大王另一个是家电王国。看完两本书后对于这两个优秀的企业家以及这两个公司的发展历程很有感触。

牛根生在伊利16年,实现了伊利的做大做强,而最后却被迫离开老东家创建蒙牛,造就了蒙牛神话;而张近东则可以说是偶尔下海买空调然后一步步的发展起来,然后建成了苏宁这样一个家电连锁。在这两个神话的背后我们可以看到这两个性质完全不同的企业发展壮大的一些共性之处。

一、优秀的企业家。一个优秀企业的产生,他成长的背后一定有一位优秀的企业家,蒙牛和苏宁从无到有、从弱变强逐渐做大的过程无疑是证明一个有魄力、高品德有战略眼光的优秀企业家最好例子,对于蒙牛和苏宁而言,牛根生和张近东就是这个企业的核心的魂,是他们一手缔造这两个著名的企业,从制度到企业文化都是他们的心血和智慧的结晶。所谓金无赤足、人无完人,他们可能有各自的缺点,但是,他们身上都体现了作为一名优秀企业最基本的一些素质:远大的理想和抱负、人格魅力、敏锐的观察力和思考能力、创新、务实、诚信、品德、智慧、对下属的关心和卓越的领导力……

这是这些优秀的品德和杰出的才能使他们创建、发展这两个优秀的企业,并且如今还在他们手里不断成长,正如两位老总各自的远景:一个是造就百年老店,另一位是成就百年苏宁。

二、德与信。纵观蒙牛与苏宁的发展历程,在他们的字典和历史中,德与信扮演着重要的角色,可以说,正是凭借这种品德和诚信使他们能够从无到有,由弱做强。

牛根生:小胜靠智,大胜凭德。正是在这样的精神信条下,蒙牛企业的文化也是坚持了这样的原则,从而在一千多家牛奶企业中杀出一条血路,成长为行业老大。虽然现在三聚氰胺把蒙牛也筛了出来了,但在他的发展历程中,没有这样的品德和诚信,相信现在国人还不知蒙牛为何物,在这点上,牛根生和他的蒙牛将企业诚信发挥的淋漓尽致,而更是将作为人的一些优秀的品德灌输到企业中,形成了蒙牛的企业文化。

张近东:虽然他没有牛根生那样多的语录,读完这本书感觉他做人还是很务实的。在苏宁的发展史中,10天停售事件等都是他坚持诚信体现,正是通过他个人并将信灌输到公司的每个员工心中,才使苏宁在发展早期与上游厂商和下游的分销商等的良好合作,才有了如今的壮大,而如今至诚至真的理念正在使苏宁进一步的扬帆远航。

三、战略眼光。判断一个企业是否是优秀的企业,不能光看业绩,还要看到他的发展;而一个真正优秀的企业家,他不仅关注的是企业的今天,更应该关注的企业的明天和后天。很显然,蒙牛和苏宁在发展中做到这点,牛根生和张近东都做到了这点。牛根生在蒙牛成立之初的几次大手笔的战略动作,300万元广告费事件、先建市场再建工厂策略、进军深圳、攻占北京、香港之役和全球样本工厂等都体现了他的战略性目光;而对于张近东,想常人之不敢想,通过创新的观念、创新的行动和创新的管理,使一个卖空调的小店成长为中国家电连锁的领军企业。

所以,一个企业要想做大做强做久,必须要有长远的战略眼光,短视可能会给你带来短期利益,但这样的短利却是让你短命,而看似很“愚笨”的一些做法,其实却为该企业日后的做大做强做久打下牢固的基础。

四、高超的营销艺术。营销其实应该是一门艺术,用个时尚的词,牛根生和张近东则是这方面的“达人”。蒙牛与苏宁的成功,很多程度上要归功于他们都采用的成功的营销策略,而正是这些营销策略帮助他们攻城略地,不断壮大发展。

好的产品要靠营销,酒香也怕巷子深。在现在这样的社会,一个企业要想发展好,除了有高质量的产品和服务外,还必须要有要的营销策略和方法。与媒体的合作、对消费心理和习惯的把握等等。这是成功的很重要一个因素。

五、高质量的产品和服务。之所以把产品质量和服务放在营销之后是基于在现在的竞争中,产品同质化较高,所以对于这样的情况,要做的必须要有高质量的服务和售后,这样,当消费者在面临同质产品的选择时,打动他的则是服务和售后的竞争。所以21世纪产品的竞争,也是服务的竞争。蒙牛和苏宁的成功也是服务促使成功的经典案例。

六、人才观念和关心员工。不管是牛根生还是张近东,对于下属,是既严厉又“温柔”。在工作上,严格要求下属,一丝不苟,不循情面。而另一方面,对于员工和下属,不仅是关怀备至,而且相信、信任员工,宽容平等的对待他们,这样使得不管是蒙牛和苏宁,都有大批始终终于企业尽职尽责的员工,而正是他们,在企业领袖的带领下,创造了一个又一个奇迹。这说明,做企业,以人为本是那么的必要,不能拿手下的人当成敌对者,其实双方的利益是一致的,因此,对于下属和员工,在工作上必须要严要求,同时也要关怀他们,让他们感觉到领导的关心,这样才能全身心的投入。所谓士为知己者死,盖此因者也。

七、合作竞争。相信大家都知道狮子和羚羊的故事:在非洲大草原上,每天早晨,羊睁开眼睛所想的第一件事就是:我必须比跑得最快的狮子跑得还快,否则我就会被狮子吃掉。而就在同一时刻,狮子从睡梦中醒来, 首先闪现在脑海里的第一个念头是:我必须比跑得最慢的羊跑得快,要不然我就会饿死... 蒙牛相信这样的观点,将市场的同类企业视为竞争队友,通过竞争使得双方能够一起发展壮大。而对于作为电器销售终端的苏宁,他是将电器制造企业与自己放在一起,去合作而不是竞争,通过双方的合作获得双赢。对于企业而言,他始终是在追求利益的,就像非洲大草原的狮子,所以为了获得利益,他需要不断的竞争,而在现在的商业环境下,在激烈竞争的红海市场中,要想发展,不能遵循以往的单纯为竞争而竞争,而应该合作竞争。像麦当劳和肯德基在中国的发展,像百事可乐和可口可乐,都是竞争中获得彼此的发展。

八、企业文化。企业文化可能很多人觉得是很虚的东西,但纵观蒙牛和苏宁的发家史,可以看出企业文化对于一个企业的成长和发展,从一开始一些朴素的思想到后来的系统的文字梳理,从表面的器物层面到内在的思想层面,无不显示着这两家企业的企业文化对于其发展的影响。而他们的员工正是在认同、融入这样的文化观念后,造就了这两个企业奇迹。

这几点是自己看这两本书后一点浅薄的想法,仅供家人一起探讨。

xltxlm发表于:2008-11-28 15:27:17

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