The short answer to "Common Operations of Enterprise Management" clarifies China's ancient economic management thought.

In China, people who have read Sun Tzu's Art of War several times abound, and even more people have read Thirty-six Plans. I am one of them, but I became interested in The Art of War after reading Mao Zedong, who fought like a god. Mao Zedong's superb understanding and application of the Art of War made me realize that the value of strategy is immeasurable, and Mao Zedong used it to fight. Sun Tzu's Art of War emphasizes the importance of strategy. I think it is of great reference significance to the management of feed enterprises at this stage. I only select some viewpoints, combined with the operating status of feed enterprises to elaborate, hoping to give some inspiration to enterprises. First of all, let's think about a question: what factors should be considered in running a feed enterprise? 1, is there a market? How big is the market? Market development space? 2. What products does the market need? What service do you need? (Discovering requirements) 3. What do customers care about most? What is the most lacking? (tap the potential demand) 4. What can we offer? How long can it be provided? (Test value) 5. Our tolerance? (test economic strength) 6. Our goal? (Test the concept of career and enterprise development strategy) I encountered more confusion when communicating with investors in some newly-built feed enterprises. They kept saying what kind of products to produce according to what kind of product strategy, but finally said: However, in order to survive, we must first adapt to the market demand, produce some popular products, increase sales, solve the survival problem of enterprises first, and then consider the development problem; Sounds reasonable, but I beg to differ; In my opinion, survival and development are not contradictory, but they are often artificially opposed. In fact, the relationship between development and survival has never been isolated, but there is a difference between "seeking development with the concept of survival" and "seeking survival with the concept of development". More than 80% of enterprises belong to the first category-seeking development with the concept of survival, while only 20% or less enterprises belong to the second category-seeking survival with the concept of development. The result is self-evident. Once an enterprise determines the concept of development, it is equivalent to establishing confidence, belief, determination and courage, which is what real entrepreneurs need. The above six small questions, which many enterprises will not ask, are all big questions. Why? Can't answer! Or give you some vague concepts-estimation, speculation, possibility, etc. Simply put, there is something wrong with the strategy. According to the explanation of Sun Tzu's Art of War, it is "to fight first and then win". The probability of success is very small, and good luck will not always follow you alone! Let's think about another question: what is the biggest waste of feed enterprises at present? 1, employees are working in the wrong way; 2. It is a passive slacking; 3. The marketing department knows little about the market; Some people may not want to admit it. If we discuss it further, most feed enterprises will be surprised: waste has been happening. Many enterprises spend too much energy on how to strengthen ideological management, system management and target assessment, while ignoring the construction of processes and standards. The marketing department pays too much attention to marketing skills and promotion, but ignores market research and analysis. Everyone tries to waste it until the enterprise hesitates and the marketers are depressed. Therefore, I advocate that more people pay attention to strategy, so that enterprises can be clearer, more lasting and more effective in their business process. The following is a fragment of Sun Tzu's Art of War for your appreciation. First, learn from the fifth, learn from it as a plan, and seek its feelings: one is Tao, the other is heaven, the third is earth, the fourth is general, and the fifth is law. Tao makes people consistent with the world, can die with it, can live with it, and is not afraid of difficulties and dangers. Heaven, yin and yang, cold and heat, time system. People living on land are far and near, dangerous and easy, wide and narrow, dead and alive. General, wisdom, faith, benevolence, courage and strictness. Legalism, music system, official way, main use. Tao is the meaning of corporate culture, and paying attention to it is to establish the vision of * * * *; Regarding corporate culture, the changes that have taken place in feed enterprises in the past decade are mixed. Small-scale enterprises have begun to discuss corporate culture, which shows that the importance of corporate culture has been widely accepted. However, most enterprises have misunderstandings about corporate culture, and it is not excluded that a few enterprises have impure motives and try to put on the cloak of culture to deceive employees first, then customers, and finally themselves. There are too many explanations for "corporate culture", which is a misunderstanding in the theoretical circle. Too many standards equals no standards. I personally understand that the meaning of corporate culture is the crystallization of corporate thinking, behavior and spirit, so corporate culture can not be created overnight, nor can consulting companies help you create it. Consulting companies can help describe the vision of * * * *, assist in induction, summary and refinement, and assist in formulating corporate strategic objectives, work processes and. Good corporate culture must be employee behavior guided by investors' correct thinking, and rules and regulations based on good employee behavior habits are really effective. Please refer to the following picture: My explanation is that the owner first establishes a correct business philosophy and has a higher business realm; Take the lead in establishing and observing the system, even if it is a hidden rule; Correcting the business behavior of enterprises; Finally, consider personal enjoyment; At this point, the entrepreneurial team of Hefeng Group is a successful model; Enterprises should follow such a procedure for employees: first, provide a better working environment (including humanistic environment) as far as possible, influence employees' behavior through managers' behavior, and implement standardized management when employees have centripetal force and high expectations for enterprises, so as to achieve the unity and improvement of employees' ideology; Why are many enterprises easy to become a mere formality or give up halfway when implementing standardized management? Why do companies always lament that employee loyalty is getting lower and lower? I suggest checking whether the above procedures are correct. Employees in some enterprises are still struggling for food and clothing. Bosses are already very extravagant, and they will call on employees to contribute at big meetings, which will only bring more complaints. Weather is an important factor covered by strategic management -PEST: political and legal environment, economic environment, technical environment, social and cultural environment, specifically to the industry environment, regional investment environment, preferential policies and so on. For example, the impact of building a new socialist countryside on agriculture and animal husbandry, the impact of industrial corn on raw materials, the impact of epidemics on farming enthusiasm, the impact of labor costs on the number of free-range households, the impact of transportation costs on regional competition, and the impact of biosafety on large-scale farming. Geographical location is an important factor in formulating marketing strategy. Feed enterprises like to race at a gallop, and often use propaganda terms such as "products are exported to all parts of the country". It seems that this is enough to prove the scale of the enterprise, but the market area is not equal to the market share. Apparent sales have not brought the growth and stability of customer groups, nor have they brought the prosperity of enterprises. On the contrary, many business owners, like duckweed and water, can't hear this. In fact, enterprises don't have to be greedy for the size of the region, and the era of sloppy horse racing has passed. After decades of development, the melee situation of feed enterprises is changing and the competitive situation is taking shape. There are not many geographical advantages, but they care about fatigue. Shandong Liuhe adopted the deep marketing mode of regional rolling development and gained the absolute right to speak in Shandong market. Guang Shun, Xiang Yang, and Shennong, Yunnan, have also achieved dazzling development in their respective regions, and Shennong, Yunnan has also adjusted its strategy in time. General has been the head of human resources since ancient times. The so-called "one will be incompetent and exhausted by a thousand troops" and "a thousand troops are easy to get, and one will be hard to find"; The general of an enterprise is not a simple leader, but a coach. Nowadays, there is no shortage of leaders in feed enterprises, only coaches, including consulting companies, professors and coaches. After the right direction, the method is the guarantee of efficiency, and the method, passion and sense of responsibility are interdependent. Many of our employees are not born without passion and responsibility. In the atmosphere of long-term lack of methods, everything may go up in smoke, suffer setbacks, be inefficient and have low returns. Therefore, today's "generals" should not indulge in personal breakthrough ability and be complacent, but should devote themselves to the enlightenment of theory and practice and find the most suitable method. Laws, that is, organizations, work processes and standards, as well as the resulting rules and regulations and performance appraisal programs; Structure determines function, so there is a difference between diamond and graphite. Some enterprises don't understand the function of structure, or think that the more departments, the more complex the structure, the more advanced the enterprise, or think that this is just a form, painted on the wall. The organizational structure of an enterprise is closely related to the life cycle of the enterprise, and the functions given by the enterprise in different life cycles are different, which determines that the enterprise should have corresponding organizational structure to realize it. Enterprises should never copy other people's organizational structure, especially books. It is normal to set out problems. For the vast majority of feed enterprises, the technology and standards are even more feeble, casual, casual, casual-constantly changing, but I don't know why. Every new manager has to make a big fight, seemingly vigorous, but in fact, in front of me, where is the era that has gone? Behind me, where is the next generation? Everyone is like a piece of cultivated land, and everyone has to double it, but the crops are not prosperous. The most precious wealth of a century-old enterprise is the process and standards. When the processes and standards become more and more mature, the enterprise will become mature-a mature enterprise will not be frozen because of some troubles, such as quality accidents, brain drain and changes in the market environment. Second, it is too much for a husband to defeat the enemy without fighting; If the temple didn't win before the war, it would be too few. Win more, win less, it is better to have nothing? In an open class, I laughed and said that 90% of feed enterprises did not do a good job in market research and market planning. A general manager of Shenzhen Chengnong Co., Ltd. immediately corrected: not 90%, but 99%; I'm writing the Handbook of Modern Feed Marketing, which includes five parts: rookie, growth, process, innovation and management. In the process, a market development process is emphatically designed, which is called "Twelve Golden Steps"-1,regional division or selection; 2. Market research; 3. Target market selection; 4. Determination of key markets; 5. Target customer selection; 6. Identify key customers; 7. Formulate development plans; 8. Formulate development plans; 9. Plan implementation; 10, process tracking and control; 1 1, information collection and feedback; 12, scheme modification or adjustment, from which "market development cycle" and "market development cycle" are derived; In this flowchart, I mainly explain and analyze the second and seventh processes-market research and development plan. As far as I know, feed enterprises are quite careless and indifferent to these two processes, which are the key to planning, and it is urgent to start the market function of feed enterprises! Third, soldiers have long heard of their slowness and are not skilled at gambling. Those who have fought for a long time and benefited the country and the people have never done so. Therefore, people who are not fully aware of the dangers of fighting cannot fully realize the benefits of fighting. Marketing needs to keep asking for orders, "it is never too early to ask for orders", which is often ignored or abandoned by marketers; I once met a salesman who should have received systematic training. In the process of communicating with me, he constantly uses marketing skills. We had a good talk. He also introduced the products he wanted to promote. Unfortunately, until the end, he didn't ask for an order. "If you introduce a product without asking for an order, you are probably working for a competitor", which has profound meaning. So I want to say that marketing and eloquence really have nothing special to do. We can be stupid, as long as it is stupid and simple, it is a sharp weapon. Things themselves have two sides, and only by correctly understanding the harm that things may bring can we correctly use the advantages that things bring. At the same time, we should correctly understand "slow is fast", abandon "fake, big and empty" and refuse "cheat, empty and drift". What business marketing fears most is "fake mode" or "mode paranoia syndrome". Mode should have become a means to realize marketing strategy or strategy, but in the end it has become the capital for some people to show off, the bargaining chip for job hopping, and even the purpose of pursuing fame and fortune. Fourth, there are five reasons for knowing victory: those who know how to fight win, and those who can't fight win; He who knows people wins; People with the same desire win; Treat unsuspecting people with fear and win; Those who have the ability and the king doesn't guard them will win. Knowing why, not knowing why-winning without knowing why, losing without knowing why, is the * * * nature of most enterprises; The big environment determines the fate of the enterprise. When the environment is good, I am carried away by profits, giving up management, giving up strict requirements for employees and giving up the maintenance and control of the market. When the big environment is not good, it is all the blame of the market and employees, and they begin to deceive customers with shoddy products and services, reduce wages, lay off employees and deduct travel expenses to bully employees; Many people have been exposed to the positioning theory, but they have not really used it. The four orientations, namely, enterprise life cycle orientation, market orientation, market competitor orientation and product orientation, are not complicated in themselves, and it is sometimes very painful to strengthen our understanding of ourselves. Therefore, most enterprises make strategies or strategies based on the fuzzy positioning of their own state; There has always been ambiguity about sea tactics. In practice, there is a dialectical relationship between how many employees are needed, and the human resource management level of an enterprise is like an amplifier. Some enterprises are comfortable with the sea of people tactics, while others suffer greatly ―― when people become resources, they create value; when people become costs, they consume resources; In the past five years, as a fashionable language, "authorization" has been rampant. Until today, authorization is still a luxury for professional managers. Some bosses regard authorization as welfare or charity, and even ask managers: How much power do you want? Or use your left hand to authorize your right hand to seize power, or use your own authorization to connive at the involvement of cronies ―― the contradiction is that you hope to change the complicated relationship in the enterprise through managers, but you are afraid that the achievements of managers will affect your prestige and sense of accomplishment. A professional manager asked: What do you want me to do when you invite me here? Vase or stepping stone? I was lucky enough to meet two fully authorized bosses ―― He Zuxun from Shennong, Yunnan and Gary Ge from Hong Kong China Business International. These two experiences can be said to be the peak period for me to create value for the enterprise. Of course, as a professional manager, no matter how much the boss trusts, you must keep good communication with the boss and don't hide it. The more thorough the communication, all the negative factors, especially the fanning of some vested interests, will be resolved smoothly. People who used to be good at fighting must be in an invincible position before they can wait for the enemy to win. You can't beat yourself, but you can beat the enemy. Therefore, a good soldier can be in an invincible position and cannot let the enemy be in an invincible position. Practicing internal strength has become the slogan of many enterprises. In practice, it is often only to provide some training for employees, and more is psychological training and skill training; As we all know, internal strength is a basic skill, the change of mentality needs to be improved, and the improvement of skills needs a foundation; How to keep enterprises from being eliminated in the tide of competition? Is to give up rashness and act according to the rules; Although some people joke that it is impossible to completely abide by business rules, it will not last long if it is not in accordance with business rules at all; But I suggest that once an enterprise has passed infancy and entered toddlerhood, it must establish enterprise rules according to business rules. The reason is simple: the loss of the poor is small, and once the rich fail, it is endless! It is not the usual saying that "a thin camel is bigger than a horse." Enterprise management will always meet competitors, and our competitive strategy should not try to stifle it. The first important factor is how not to be eliminated by the other side, and the second important factor is how to seek healthy development in the competitive state. The growth of an enterprise will not depend on the disappearance of an enterprise, but whether we can always find our place in the competitive environment. We hope that the industry environment will actively eliminate competitors and be like a duck to water in the field of gradual standardization. Sixth, that's it. The victorious soldiers win first and then fight, and the defeated soldiers win first and then fight. The actual marketing state of feed enterprises-going out in a fog and coming back in a fog, explained by Sun Tzu's art of war, is a typical fight before winning; It is more important to develop big customers, winning first and then fighting; I designed such a formula, assuming that 80% of the time and energy are spent on the investigation and planning before the negotiation, and the negotiation only needs 20% of the time and energy, and the success rate can reach 50%; Suppose we spend 20% of our time and energy just preparing for the negotiation, then the negotiation will cost us 80% of our time and energy, and the success rate is only about 5%, or even lower. The two efforts are the same, with a difference of 10 times! This is efficiency! Why are some of our marketers so hard-working and poor? Why do successful salespeople become more relaxed and failed salespeople become more haggard? Maybe it's just a matter of time and energy allocation. Have a winning mentality and be prepared for it, and don't enjoy success with luck. Seven, where the war, with the right, with the odd victory. Therefore, the good and the strange are infinite as heaven and earth, and inexhaustible as rivers. This sentence correctly analyzes the dialectical relationship between basic skills and skills; If there is no right or wrong, why use it? Curiosity is a strategy, and singularity is just an idea. When running a business entirely by ideas, it is getting closer and closer to derailment. Aren't Yang He, the king of ideas, and Mou, the master of whimsy, in prison? The development of feed enterprises is full of miracles; I have summed up four sentences: survival depends on quality, development depends on marketing, making money depends on procurement, and promotion depends on management; Quality, service, quality and service, marketing, market research, planning, purchasing strategy, marketing, management, rules and regulations, culture and speed. Eight, so a good fighter, seeking the situation, does not complain about others, so he can choose people and follow the trend. If you are in power, you will fight with others, such as turning over trees and stones. The nature of wood and stone, harmony is static, danger is moving, square is stopping, and circle is fine. For professional managers, enterprise development and sense of accomplishment are "potentials"; for employees, reasonable income and stable employment are "potentials"; for customers, brand, quality and service are "potentials"; for dealers, honesty, interests and brand are "potentials"; Potential energy can be converted into kinetic energy, power and subjective initiative! In this case, when we are eager for the sense of responsibility of managers, the enthusiasm of employees and the loyalty of customers, should we first create the "potential" of enterprises? "Corporate Care" and "Employee Dedication", which comes first, the chicken or the egg? It is worth pondering by enterprises. The crisis of trust between enterprises and employees, salesmen and customers is intensifying, work becomes passive and cooperation becomes a contest. This is a realistic problem faced by many feed enterprises. If we only solve the incident itself, it is difficult to eliminate fatigue. Only by establishing the situation of the enterprise and then selecting people to use it; Nine, so good at fighting, causing people without harming others. There are two key points in enterprise strategy: one is direction, not initiative; No matter what kind of competitors an enterprise is in, it will create people instead of people, which requires accurate positioning. Only by doing this can we grasp the initiative of the market, even as a follower, we must become an active follower and master the initiative of following; Looking at the present situation of feed enterprises, few enterprises strive for strategic initiative, marketing initiative, product initiative and service initiative. Therefore, the sudden emergence of companies such as Xiang Yang, Liuhe, Shennong, Chengnong and Twins is only due to a breakthrough; Most enterprises always imitate others wrongly, misinterpret others, and finally become passive everywhere, making a lot of money, leaving a laughing stock and suffering. 10. Therefore, it is widowed first, widowed first; Left is widowed, right is widowed; If you make all the preparations, you will be omnipotent. At the end of 1990s, some feed enterprises achieved certain success through multi-brand, multi-variety and multi-market operation mode, which is still talked about by people. Unfortunately, the good days will never happen again. Now, the era of market squeeze, competitive squeeze, extensive farming and meager harvest has passed, and the joy of the past has become the sorrow of today. Facing the new competitive environment, it is imperative for enterprises to adjust their strategies; Shandong Liuhe began to implement the local market strategy in 2002, and achieved remarkable development. Song Xinyu pointed out in the book "Strategic Victory": All tools to break through resistance are sharp! We should understand this sentence and put it into practice. Limited resources, limited energy. Concentrate on superior resources, one breaks ten. Eleven, if the penalty is not attached, it will not be accepted, and it will be difficult to use if it is not accepted; If the chess piece has been seized and punished, it is not available. Therefore, it is necessary to use both words and efforts together. If you teach your people, the people will obey you; If you don't do what you want to teach your people, the people won't accept it. Let vegetarians live in harmony with others. Employees expect a sense of belonging, while enterprises crave loyalty. Who is right and who is wrong? All the ideas are right, and the facts are always disappointing. In my opinion, the responsibility of enterprises is definitely greater than that of employees. Employees are single, and personal behavior is greatly influenced by personal thinking. An idea may change a certain point of view, change the views and even values of an enterprise, and the enterprise is a unity, and its behavior is subject to the rational thinking of the enterprise, so it should not be easily influenced by individual events, even if these individual events have certain universality in a certain period. To put it another way, it is to allow employees' irrational behavior to a certain extent. Enterprises should try their best to reduce their irrational behavior and not abandon employees easily. Although we require employees to "add heart to get a raise" when training "eight professional habits of excellent employees", I also want to warn enterprises that "add heart to add trust", and trust is the basis of loyalty; The talent training mechanism of feed enterprises is worrying. Many enterprises report that current graduates are not needed, and hope to seek people with certain work experience from the market. At the same time, many enterprises also report that people recruited from outside are no longer needed. We are puzzled? What kind of people can satisfy the enterprise? After in-depth analysis, it is found that those enterprises with better management and better promotion channels are sparing no effort to recruit fresh graduates for training ―― we should reflect that talents are cultivated! I once bitterly pointed out that "people are not as good as chickens"-the talent training mechanism is not as good as raising chickens: raising chickens has to go through the process of brooding, feeding, laying eggs early and laying eggs at the peak, while enterprises generally lack patience in talent training-they have to support themselves in three months, otherwise they will be eliminated! How can employees not be impetuous! How can you not value immediate interests!