Value Disciplines[价值信条]
(特里西和威尔斯马)

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在运营卓越、产品领先、亲近顾客三个方面做到最好。 Treacy和Wiersema的Value Disciplines[价值信条]解析。 (‘94)

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Value Disciplines[价值信条]模型-特里西&威尔斯马四个成功新原则

根据CSC Index系统公司的咨询师Michael TreacyFred Wiersema所写的《市场领导者的修炼》(The Discipline of Market Leaders)一书,公司必须遵循以下四个成功原则:

  1. 在三个价值信条(运营卓越、产品领先、亲近顾客)中寻找一个,努力成为最好。 市场领袖首先要形成具有竞争力的、难以模仿的价值主张(Value Proposition)。
  2. 在其他两个信条中获得好的绩效水平。 绝不能够让另外两个价值信条的绩效水平滑坡,而导致公司价值和吸引力的削弱。
  3. 在某一已选择的信条上持续改进,占领市场。 当公司将其所有的资产、能源和精力投入到某一类型的价值信条上去的时候,它的绩效表现往往要比那些投入分散的企业高得多。
  4. 构建协调良好的运营模型,实现价值的传递。 在一个竞争激烈的市场上,顾客期望不断提到,顾客价值也必须不断提高, 这是市场领袖所必须面对的挑战。 一个良好的运营模型是把握顾客期望、提升顾客价值的关键。

什么是价值信条(Value Disciplines)? 释义

Treacy和Wiersema在他们的书中描述了三个普遍性的价值信条, 每一个公司都必须从这三个价值信条中选择一个,持续地做用于它, 并遵循上述介绍的四个原则,才能够获得成功。

  • 运营卓越(Operational Excellence。 一流的运营和执行。 通常表现为以非常低的价格提供质量优越的产品或服务。 任务导向型愿景,对员工有很高要求。 关注的焦点是效率、流线生产、供应链管理、无冗余服务、重视数量。 大多数国际大公司遵循这一原则。 衡量检测系统非常重要。 产品类别极为有限,多元化不足。 参见: Reverse Positioning[逆向定位]

  • 产品领先(Product Leadership。 强于创新和市场品牌。 企业在市场上表现活跃。 关注的焦点是开发、创新、设计、市场的时效性、较短时间内获取高额边际利润。 企业文化灵活。

  • 亲近顾客(Customer Intimacy。 企业卓越于顾客关注与顾客服务。 针对每一个顾客,提供量体裁衣的产品或服务。 产品类别丰富,差异化特点明显。 关注的焦点是: 客户关系管理、产品或服务的供给准时并超出顾客期望、终生价值概念、可靠性、贴近顾客,等等。 将决策权下放给与顾客直接打交道的员工。 比较: Customer Relationship Management[顾客关系管理]

价值信条模型非常类似于Porter的三个一般性竞争战略(Cost Leadership, Cost Leadership、Differentiation、Focus[成本领先、差异化、聚焦集中])。 但是二者之间至少有一点不同: 价值信条模型中三个信条不可偏废, 在某一信条追求卓越的同时,另外两个信条必须保持较好的水平。 然而,根据Porter的竞争战略理论,企业如果照此而行,则会置于高不成低不就的位置,永远无法取得卓越。


参考书: Michael Treacy & Fred Wiersema - The Discipline of Market Leaders -


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