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:
- 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)。
- 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。
- 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。
- 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。
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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]。
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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。
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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
价值信条 小组。

小组 (32名成员)
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关于以下内容的论坛讨论:价值信条。您可以在下方提出有关此主题的问题、分享您的经验、报告新的发展或解释一些事情。
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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 even more what they are prepared to give up in exchange for a lower price. Class...
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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 disciplines.
Don't run after many rabbits at the same time; you might catch no...
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Value Discipline Process?
Hi, I'm looking for a generic process to implement value disciplines thinking in a company. Who has some experience? Thanks --...
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Value Discipline for Coca-Cola Company?
Would you agree that the Coca-Cola Company's primary value principle is Operational Excellence? Although they are innovative in product leadership and aggressive in their branding and customer intimac...
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Balanced Value Disciplines...
In my opinion any company needs to apply a bit of all three customer disciplines that Treacy & Wiersema created, in order to optimize and guarantee the continuity of the organisation. It's practically...
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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 the equipment to their advantage, which one of the three disciplines would be mo...
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Competitive Priorities
Competitive priorities are critical, more operational, dimensions a process, company or an entire supply chain must posses to satisfy customers now and in the future and build market share.
Any b...
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关于价值信条的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。
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关于Value Disciplines(英语)的高级见解。在这里,您将找到专家的专业建议。
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Customer Centricity: Success Factors for Customer Intimacy Value Disciplines, Customer Strategy, Customer Intimacy, Customer-oriented, CRM Customer / Consumer Centricity (CC) is a frequently used concept used by companies to achieve competitive advantages. It...
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Understanding your Customer's Needs Customer Targeting and Strategy In order to transform your customers experience and to better understand your customers needs, it is helpful to constr...
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Extreme Customer Trust as a Source of Competitive Advantage Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and pr...
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The Importance of Customer Differences in Markets with Network Effects: the Limits of Scale Network Effect, Network Strategy, First Mover Advantage, Second-mover Strategy, Customer Intimacy, Market Segmentation The network effect (Metcalfe's Law) is the phenomenon that the value of a product or service increases (exponentially) w...
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有关价值信条的各种信息来源。在这里,您将找到Powerpoint,视频,新闻等可用于您自己的讲座和讲习班。
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Dynamic Competitive Paradigm of Managing Moving Targets Influence on Value Discipline Strategy In this article, Yu-Sang Chang first reviews the past and present competitive strategies that have been developed for a ...
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Fundamental Customer Centricity Understanding what Customer Centricity Really is About Professor Ranjay Gulati gives his vision on what Customer Centricity is about: aligning your firm in a fundamental way a...
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How Businesses can Use Information Technology (IT) in Strategic Ways Strategic Management, Information Technology This presentation looks at Information Technology from a strategic point of view. In other words, it discusses in what w...
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The Importance of a Long Term Focus on the Customer Interview Ohmae on the Need for a Long-term Customer Focus Ohmae explains the importance of the fundamental belief that all actions of a company need to be good for all concerned,...
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Value Disciplines Diagram Corporate Strategic Focus Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use.
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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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