Value Disciplines[价值信条]
(特里西和威尔斯马)

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四个成功新原则

根据CSC Index系统公司的咨询师Michael Treacy和Fred 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 -

论坛 新主题 价值信条论坛。 Why not Use all 3 Value Disciplines? Why is it not possible to use all three value disciplines in the same organization? (...) 17   9个反应 What customers are willing to give up Note that operational excellence (low cost, no-frills) competitors may know perfectly well what their clients want, but (...) 11   1个反应 Focusing on ONE Value Discipline Be careful for the trap to get "stuck in the middle" in an effort to install concomitant high levels for all 3 value dis (...) 11   1个反应 Value Discipline Process? Hi, I'm looking for a generic process to implement value disciplines thinking in a company. Who has some experience? Tha (...) 8   2个反应 Balanced Value Disciplines... In my opinion any company needs to apply a bit of all three customer disciplines that Treacy & Wiersema created, in orde (...) 5   2个反应 Value Discipline for Coca-Cola Company? Would you agree that the Coca-Cola Company's primary value principle is Operational Excellence? Although they are innova (...) 4   1个反应 Customer Intimacy Discipline If I establish a company that sells equipment with an aim to not only sell but provide customers with a know-how to use (...) 4   0个反应 The Differences Between Customer-led and Market-oriented Companies The concepts "customer focus" and "market orientated" are often discussed and presented in different companies� mission (...) 2   0个反应 Competitive Priorities Competitive priorities are critical, more operational, dimensions a process, company or an entire supply chain must poss (...) 2   0个反应 How to Adapt Value Disciplines Model to Services? Is this model applicable to services - how? I can visualize what a manufacturing company wanting to be "operationally e (...) 2   3个反应 Are Most Firms Opting for Operational Excellence? Isn't it so that most (almost all) large corporations are opting for the operational excellence strategy? I find it diff (...) 2   9个反应

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比较：  Core Competence[核心竞争力]  |  Distinctive Capabilities[特殊能力]  |  Three Dimensional Business Definition[三维商业定义]  |  Value Profit Chain[价值利润链]  |  Competitive Advantage[竞争优势]  |  Experience Curve[经验曲线]  |  Twelve Principles of the Network Economy[网络经济12法则]  |  Strategic Types[战略类型]

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