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type="text/javascript">ok3w_ads("s005");</script></div> <h3>永遠(yuǎn)保持向前的心情</h3><br>　　無論身處什么行業(yè)領(lǐng)域，企業(yè)都渴望增長，因?yàn)樵鲩L意味著可持續(xù)的盈利能力、可觀的財(cái)務(wù)回報(bào)以及長效、良性的發(fā)展。<br>　　在自然界中，任何不增長的事物都會(huì)走向消亡，在商業(yè)領(lǐng) 域也是如此。對(duì)于企業(yè)而言，這個(gè)道理并不難理解，但很多時(shí) 候，我們常�？吹降氖橇硪环跋蟆S多發(fā)展到一定規(guī)模，擁有不錯(cuò)業(yè)績的企業(yè)，會(huì)突然停滯不前。這里面固然有客觀的市場因素，但更多的是由于企業(yè)自身喪失了進(jìn)取心，安于現(xiàn)狀，最終一步步淪落。<br>　　增長是一種心態(tài)。作為老板和企業(yè)管理者，如果你不是每天都思考著如何實(shí)現(xiàn)增長，不是每天都在說增長，那么它就永遠(yuǎn)不會(huì)實(shí)現(xiàn)。具備增長型的組織思維和心態(tài)尤為重要。<figure class="image"><img alt="" src="http://img1.qikan.com.cn/qkimages/shji/shji201805/shji20180519-1-l.jpg" /><figcaption></figcaption></figure><br>　　在商業(yè)世界里，永遠(yuǎn)有兩種類型的企業(yè)并存：一種是活在 “創(chuàng)業(yè)第一天”的企業(yè)。這類企業(yè)永遠(yuǎn)不滿足現(xiàn)狀，始終保持向前的激情和創(chuàng)新的動(dòng)力，想盡一切辦法做增長，因?yàn)樗麄兦?楚未來比現(xiàn)在更重要;另一種是活在“第二天”的企業(yè)，這類企業(yè)經(jīng)歷了創(chuàng)業(yè)初期的艱辛，已經(jīng)取得了階段性成功，變得安于現(xiàn)狀，不再執(zhí)著于增長，患上了“大公司病”，以為靠過往的經(jīng)驗(yàn)就能活下去。<br>　　逆水行舟，不進(jìn)則退。兩類企業(yè)最終將走向不同的歸宿：一種在通往偉大的路上步履堅(jiān)定，并獲得持續(xù)的增長;而另一種將逐漸變得平庸，停滯甚至衰退，然后泯然于江湖。有數(shù)據(jù) 表明，一家大企業(yè)的基本成長速度標(biāo)準(zhǔn)是不低于每年增長5%，沒有這樣的增長速度，就會(huì)被大企業(yè)隊(duì)伍淘汰出局。<br>　　增長同樣也是一種戰(zhàn)略。企業(yè)要想實(shí)現(xiàn)盈利性增長，除了心態(tài)，還需要具備與之相匹配的戰(zhàn)略。因?yàn)樵诙嘧兊纳虡I(yè)環(huán)境中，戰(zhàn)略不僅僅意味著未來5到10年的增長方向，也是所有重要決策的評(píng)價(jià)標(biāo)準(zhǔn)。如果你的眼界不夠高遠(yuǎn)，不能跳出短期利益思考企業(yè)的長期增長，天花板很陜就觸手可及。<br>　　一家企業(yè)的成長就像馬拉松，比拼的不僅是短期的爆發(fā) 力，更要比拼長期的耐力。無論絕對(duì)速度的快慢如何變化，都請(qǐng)保持向前的心情與動(dòng)力。<h3>打造增長黑客</h3><br>　　在充分競爭的商業(yè)環(huán)境里，要想實(shí)現(xiàn)持續(xù)、有效的增長并不容易，因此對(duì)于企業(yè)來說，掌握實(shí)現(xiàn)增長的路徑和工具至關(guān) 重要。<br>　　從宏觀路徑的角度，普華永道思略特管理咨詢公司在《重塑增長》-書中指出，企業(yè)以增長方式提升競爭力，通常需要經(jīng)歷四個(gè)發(fā)展階段：<br>　　首先，發(fā)現(xiàn)并利用新的商機(jī)，打造基礎(chǔ)能力;其次，優(yōu)化新興市場中的業(yè)務(wù)模式，向世界水平看齊;第三，做大做強(qiáng)，收購較弱的本土競爭者，彌補(bǔ)能力短板;第四，打造差異化的能力體系，拓展進(jìn)入高價(jià)值的客戶細(xì)分和國際市場。<br>　　對(duì)于企業(yè)實(shí)現(xiàn)增長的具體路徑，也包括五個(gè)方面：一是投資促增長，即投資于新業(yè)務(wù)和企業(yè)進(jìn)一步發(fā)展所需的核心能力;二是優(yōu)化資產(chǎn)和成本，即對(duì)存量資產(chǎn)和成本結(jié)構(gòu)進(jìn)行優(yōu)化，削減與增長戰(zhàn)略不匹配的成本;三是提升組織效能，即通過優(yōu) 化組織結(jié)構(gòu)、決策體系、管理流程和信息機(jī)制，提升組織整體效能;四是加強(qiáng)創(chuàng)新能力，鼓勵(lì)開發(fā)新產(chǎn)品和新市場;五是關(guān) 鍵技術(shù)突破和精準(zhǔn)營銷，帶來的銷售提升。<br>　　另外，在宏觀路徑的基礎(chǔ)上，合理使用一些工具和策略，則能讓你在用戶獲取、流量轉(zhuǎn)化、營收流水等更為具象的增長中有所作為。<br>　　比如，美國一個(gè)主打交友約會(huì)的App，創(chuàng)始人把Slogan從 “尋找約會(huì)對(duì)象”改成“幫助他人尋找約會(huì)對(duì)象”后，用戶開始向自己的朋友發(fā)出邀請(qǐng)，甚至向已婚朋友發(fā)出邀請(qǐng)，因?yàn)橐鸦?人士也可以幫助他們的單身朋友找對(duì)象。8個(gè)月之后，這項(xiàng)服務(wù)就新增了2900萬用戶。<br>　　又比如，星巴克推出一項(xiàng)獎(jiǎng)勵(lì)計(jì)劃，鼓勵(lì)會(huì)員每使用禮品卡或者移動(dòng)App買一杯咖啡就會(huì)贏得一顆“星”。會(huì)員可以拿 “星”換取免費(fèi)咖啡和其他星巴克商品，累積的“星”越多，可以兌換的禮品價(jià)值就越大，而且還能獲得更高的會(huì)員級(jí)別。星巴克的這一獎(jiǎng)勵(lì)計(jì)劃十分成功，其禮品卡和App上充值的金額已經(jīng)超過了10億美元。<br>　　有時(shí)候，增長就像一門不可描述的學(xué)問，你永遠(yuǎn)不知道哪個(gè)點(diǎn)能產(chǎn)生轉(zhuǎn)化。因此你要做的是，回到增長的戰(zhàn)略和路徑，腳踏實(shí)地，邁步向前。<h3>價(jià)值領(lǐng)跑才是增長的第一要義</h3><br>　　不少企業(yè)在經(jīng)歷長時(shí)間的高速增長之后，開始進(jìn)入_種被稱為“增長陷阱”的困境中，利潤率持續(xù)下降，企業(yè)面臨高成本下的低增長，甚至不增長。對(duì)于企業(yè)來說，始終有兩個(gè)挑戰(zhàn)并行：一個(gè)是你能不能增長？另一個(gè)是你的增長能有多少價(jià)值？<br>　　第一個(gè)挑戰(zhàn)取決于企業(yè)的能力，第二個(gè)挑戰(zhàn)取決于企業(yè)的認(rèn)知。知名管理學(xué)者陳春花教授曾講過一個(gè)例子——在考察美國企業(yè)的過程中，中國企業(yè)家最喜歡問的問題是：你的企業(yè)有多少人？銷售額是多少？而美國企業(yè)家常問的問題是：你有多少用戶？用戶價(jià)值貢獻(xiàn)的占有率是多少？<br>　　這說明了一個(gè)現(xiàn)象，很多企業(yè)還是習(xí)慣于關(guān)注表面的規(guī)模和銷售指標(biāo)，而沒有真正關(guān)注市場，關(guān)注顧客價(jià)值。因此，企業(yè) 應(yīng)該把注意力從指標(biāo)性增長轉(zhuǎn)移到價(jià)值增長上。要知道，以價(jià) 值驅(qū)動(dòng)的增長才是企業(yè)內(nèi)在的增長。它讓你堅(jiān)信，如果創(chuàng)造價(jià) 值，增長就會(huì)自然到來。畢竟，真正的商業(yè)成功就是使顧客滿意的同時(shí)，使企業(yè)盈利。<br>　　美團(tuán)創(chuàng)始人王興對(duì)價(jià)值增長有一個(gè)判斷，“對(duì)于一個(gè)公司也好，一個(gè)產(chǎn)業(yè)也好，價(jià)值等于客戶數(shù)乘以平均客戶價(jià)值。如果你希望獲得新的增長，業(yè)績翻倍的話，要么客戶數(shù)翻倍，要么平均客戶價(jià)值翻倍�！�<br>　　從某種角度而言，規(guī)模領(lǐng)先和營收領(lǐng)先并不是真正的領(lǐng) 先，規(guī)模與你的顧客無關(guān)，顧客只是關(guān)心你的產(chǎn)品和服務(wù)為他們帶來了什么價(jià)值。即便你的規(guī)模進(jìn)入了世界500強(qiáng)企業(yè)榜單，對(duì)顧客來說也只是一條資訊而已。但產(chǎn)品一旦出現(xiàn)重大質(zhì)量缺陷或者落后于市場需求，你很快就會(huì)被顧客拋棄。<br>　　真正讓你領(lǐng)先的是價(jià)值領(lǐng)先，我們衡量商業(yè)價(jià)值的時(shí)候，其實(shí)在很大程度上是在衡量它的顧客價(jià)值。那些在各自領(lǐng)域創(chuàng) 造卓越的企業(yè)，無一不是把價(jià)值增長放在首位，并圍繞這種增長匹配戰(zhàn)略執(zhí)行。因此，他們總是能贏得每一次市場變化所釋放的機(jī)會(huì)。<p style="margin-bottom:10px"><strong>相關(guān)熱詞搜索：</strong><a href="http://www.newchangjing.com/tag/%CC%B8%C2%DB.html" target="_blank">談?wù)?/a> <a href="http://www.newchangjing.com/tag/%D4%F6%B3%A4.html" target="_blank">增長</a> </p> <p><script type="text/javascript">ok3w_ads("s006");</script></p> <p><span id="w54xp4xzjmf" 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