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The strategic management communication design of an enterprise must include the following aspects: first, the strategic management communication design of an enterprise must overlap or merge with the basic organizational structure and daily management structure of the enterprise, that is, the three must cooperate with each other and be integrated, rather than separated from each other. The corresponding enterprise strategic management communication design mainly refers to the communication channel structure design of management communication mode. The second is the way and method design of enterprise management communication. With normal and smooth communication channels, enterprises cannot guarantee the smooth communication of management. In specific management communication activities, different ways and methods will lead to different communication effects. In order to ensure the necessary communication effect, it is necessary to design communication methods and methods for each large-scale specific communication. The third is the design of enterprise management communication content. In this paper, the content of management communication is distinguished in detail. The design of detailed communication content helps to ensure that all information that should be communicated has its own communication channels and methods, thus avoiding the incompleteness of enterprise management communication design. The fourth is the design of the objectives and principles of management communication. Management communication must have clear goals and follow necessary principles in order to achieve the expected communication purpose. Without communication objectives and principles, the management communication activities of enterprises can not be carried out normally and effectively. Fifth, the design of enterprise management communication mode should also include the supervision and support system of enterprise management communication and the evaluation system of management communication effect. This is also the maintenance and management of enterprise management communication mode.
First, the enterprise strategic management communication design channel design
In the design of enterprise strategic management communication mode, the first task is to design management communication channels that match and adapt to enterprise management objectives. As mentioned above, the design of management communication channels must be integrated with the organizational structure and management structure of enterprises, and the three can form a complete, concise, comprehensive and efficient management communication system.
The author takes the enterprise with the simplest linear organizational structure and management structure as an example to illustrate the design of enterprise management communication channels. The author discusses how to establish a perfect management communication model for linear enterprises. From the previous discussion, the author can see that the scale and business model of the enterprise determine the basic organizational structure and daily management structure that the enterprise should adopt, and the basic organizational structure and management structure of the enterprise constitute the main part of the communication channel structure of enterprise management. Without or without these backbone parts, the complete management communication channel system of enterprises will lose its foundation and skeleton, just like castles in the air, which cannot be established.
However, we can also see that although the basic organizational structure and management structure of the enterprise constitute the backbone of the management communication channel structure, if there are no more management communication channels, the system of management communication channels will be incomplete, the purpose of management and management communication will not be fully realized, and ultimately the fundamental goal of enterprise survival, development and expected profits will not be realized. Therefore, on the one hand, the design of management communication channels must overlap with the organizational structure and management structure of enterprises; On the other hand, we should also see that the basic organizational structure and management framework of enterprises still cannot completely cover the scope of management communication that enterprise management should cover. In order to form and realize the complete structure of enterprise management communication channels, some new communication channels must be appropriately added outside these channels.
The design and setting of enterprise management communication channel structure determines the basic map or path of the whole enterprise management communication, and is the "infrastructure" and necessary premise for enterprise members to communicate internally and externally. The integrity and rationality of communication channel system largely determines the integrity, suitability and enforceability of management communication, as well as the communication efficiency and benefit that can be achieved. Although complex large enterprises adopt different organizational structures and management structures, the design principles of their strategic management communication channels are the same as those of simple enterprises. Their management communication mode must follow the ten basic principles of management communication, and their strategic management communication mode must also include and integrate organizational structure and management structure, and supplement different management communication channel settings according to each enterprise's own specific characteristics and management needs to form a personalized enterprise management communication channel mode with different characteristics.
Second, the enterprise strategic management communication design method design
It is also essential to design specific communication modes and methods for enterprise strategic management communication modes. In fact, different communication contents and communication purposes should be summarized to form different communication methods. For example, sometimes the specific communication method must be imperative, the sender of the instruction must be accurate and firm, and the receiver also understands that the instruction must be accepted, and there is no room for discussion and discussion. At other times, management communication must be indirect and circuitous. If direct and sharp communication methods are adopted, communication will fail, leading to the failure of management communication.
The ways and methods of management communication stipulate some specific details of the form of management communication. According to enterprise regulations, the channel for department managers to report their work to the general manager is to hold a department manager's work meeting once a month, which is the channel for management communication. However, the specific meeting time, place and method belong to the category of management communication. For example, an enterprise can stipulate to hold a regular meeting of department managers on the 3rd of each month, and the meeting time is three hours. Every department must send a manager or manager's agent to the meeting every time. Managers of all departments must submit the work summary of last month and the work plan of that month when meeting, and stipulate that their speaking time is fifteen minutes. When designing strategic management communication mode, all these ways and methods should be standardized. Without these standardized ways and methods, the establishment of good management communication channels can not ensure the normal conduct of management communication activities. For example, in working meetings, we can often see that some department managers talk a lot, while others have no awareness or opportunity to communicate with each other at all. This is because there is a lack of regulations on the ways and means of meeting communication within the enterprise, which leads to ineffective communication. The design deficiency or design error of each communication way and method will damage or lose the effectiveness of effective management communication channels.
An enterprise should and can specify the details of every way to manage the communication process. Moreover, in enterprises, many important management communication activities are repetitive, and the specific communication methods and methods that should be adopted are completely stipulated. Therefore, as long as enterprises persistently refine and improve the details of various management communication behavior processes, they will be able to gradually form a scientific and standardized management communication system at low cost, such as the monthly meeting system of department managers, and so on. Correct and standardized communication methods can not only reduce the waste of management communication resources, but also effectively improve the accuracy and efficiency of management communication.
Third, the content design of enterprise strategic management communication design
An important part of enterprise strategic management communication design must include setting the content that enterprise management communication must carry out. In the process of business management, enterprises will produce and receive all kinds of complicated management information. Generally speaking, powerful enterprises and managers have a stronger ability to process information. However, some small enterprises or weak managers are unable to analyze and process all useful information in time due to limited resources and capabilities. Therefore, enterprises must handle the management communication of enterprises according to their own strength and ability, classify and distinguish the transmitted information, and make it clear.
In fact, the content of management communication has different levels, from the most basic emotional information, daily operation business information, to corporate strategic information and corporate culture, ideas and missions, and the content of each level needs corresponding management communication. Some enterprises only pay attention to the communication of daily business information, but seriously ignore the communication of enterprise development strategy and corporate culture; Or only pay attention to the communication of enterprise strategy, but ignore the emotional communication between enterprise members, and so on. The lack of communication content in management communication at a certain level will affect the comprehensiveness and integrity of enterprise management communication content, and then affect the effect and level of enterprise management.
In fact, there are quite a lot of management communication contents in enterprises, which are essential for the management of any enterprise. However, there are other management communication contents that are slightly less important and can be treated according to the actual needs of enterprises themselves. Take customer relationship management in foreign exchange of enterprises as an example. When your washing machine is sold to your customers, you should deliver it to your door for free, but your current price is so low and your marginal profit is so small that you can't afford the delivery fee at all. In this case, you decide to give up this service, and from the perspective of management communication, that is, reluctantly give up home delivery, which is a useful communication to meet the economic, convenient and emotional needs of customers, and can only be replaced by a few polite words. Another example is that in some enterprises, due to fierce competition in the industry, the development strategy of the enterprise in the next three to five years or ten years is strictly confidential both inside and outside the enterprise, and only a few leaders in the enterprise hold this secret, in order to prevent competitors from imitating or preparing in advance. In this case, the content of the enterprise's future development strategy is not included in the management communication content of the whole enterprise.
Fourthly, the target design of enterprise strategic management communication design.
The strategic management communication design of an enterprise cannot be without clear goals. The goal of enterprise management communication, like the content of management communication, has multi-level and diversified levels. The overall management communication of an enterprise should achieve the overall goal of enterprise management, and each specific, partial and trivial management communication should also have its own clear communication goal. Theoretically speaking, every design of management communication behavior process must have one or more management communication goals corresponding to it.
For example, the reason why an enterprise wants to set up a general manager's email address is to provide a direct communication channel for employees who usually have no opportunities and channels to put forward various work and management opinions to the general manager; The general manager's office of the enterprise issued a formal document on accounts receivable management in order to let all business personnel accurately understand that the company requires them to strengthen accounts receivable management within three months and reduce the bad debt rate to 1%. According to the company's regulations, the personnel department must send a cake to every employee who has a birthday, and attach a warm greeting card to express the company's concern for employees' lives, and so on.
The design of channels, contents and methods of enterprise management communication must have clear goals and objectives, that is, to prevent the formalism of communication for communication's sake, and ultimately deviate from the fundamental economic and social purpose of enterprise management communication.
Fifth, the principle design of enterprise strategic management communication design.
In any case, the principle of management communication is not self-evident for a specific real enterprise. Therefore, when designing strategic management communication mode, enterprises should first make clear the management communication principles that should be followed in designing management communication mode. Although the design of management communication cannot be completed at one time, or it will never change, and the management communication mode itself is dynamic, enterprises need different management communication modes in different periods and under different comprehensive conditions, but its development and changes are not arbitrary, but there are still some basic relatively stable universal management communication principles to follow. These principles can guide us how to deal with many problems in management communication design.
There is no doubt that the management communication of all enterprises should follow the ten principles of management communication discussed by the author in the last article. However, in the specific enterprise management practice, these ten principles do not exhaust the individual communication principles of specific enterprises. Different enterprises can also have their own small communication principles, which are revealed or reflected in the design of enterprise management communication mode and management communication behavior. From an idealized point of view, enterprises should clearly disclose their management communication principles and ensure that all members of the enterprise know them, so as to avoid that some members violate the communication principles and seek or protect their own interests when the management communication mode changes.
Six, enterprise strategic management communication design support design
In the design of enterprise strategic management communication mode, there should be no lack of support and maintenance system for enterprise management communication mode. This system is mainly composed of the code of conduct of all managers and managed people who participate in communication, and the maintenance requirements of management communication mode designed by enterprises. Everyone in the enterprise has the responsibility to abide by the communication responsibilities stipulated in the management communication system and maintain the normal order of management communication activities. In particular, the general manager and the human resources department of the enterprise are responsible for the maintenance and support of the enterprise management communication system as the highest leadership, management authority, system formulation and execution authority of the enterprise respectively.
At present, some advanced enterprises in the west have taken the lead in setting up communication commissioners to supervise and manage the normal communication of enterprises. Undoubtedly, this is a very important management innovation in enterprise management and management communication. Although at present, the duties of the communication Commissioner may be limited to the handling of employee relations and labor differences, with the in-depth development of management communication theory and practice, the communication Commissioner will certainly assume the responsibility of supervising all management communication behaviors of the whole enterprise and be responsible for the design, improvement and maintenance of all management communication systems. More and more enterprises will set up a special position in the human resources department or directly under the general manager, such as communication Commissioner or communication director, which is completely predictable.
Seventh, the evaluation design of enterprise strategic management communication design.
Corresponding to the matching design of enterprise strategic management communication design, there must be a complete communication performance evaluation system to evaluate and analyze the management communication effect, that is, efficiency and benefit. The research in this field has not yet started, but it has been discussed in previous articles that it is completely possible and feasible in theory and practice to quantify the individual or overall efficiency and benefit of management communication in one or more ways. With the deepening and meticulous research on management communication, just like the establishment of a performance appraisal system for business work, the day of establishing a scientific and complete management communication appraisal system is approaching.
When an enterprise has set up a communication commissioner or communication director, the design and implementation of communication evaluation system can be entrusted to him to formulate, improve, implement and complete. The evaluation of enterprise management communication mode can be carried out at least from the following three aspects: first, the efficiency evaluation of management communication, including three sub-indicators: management communication speed, management communication quantity and management communication quality; The second is to evaluate the benefit of enterprise management communication, that is, to evaluate the output and cost of management communication and their comparative relationship; The third is to evaluate the adaptability and variability of management communication mode, that is, flexibility and development. The communication mode of enterprise management should be a dynamic development mode, and its composition should be adjusted with the development and change of enterprises.
The evaluation of enterprise management communication, and the close relationship between management communication and the latest management theory, such as enterprise target management, supply chain management, customer relationship management, borderless behavior, learning organization, etc. Like many other management communication problems. Although some beneficial experiences and achievements have been made, it still needs the continuous efforts of the author and scholars who are interested in further studying management communication.
In a word, management communication, as the basic behavior of enterprise management, is the fundamental way for enterprise members to exchange information, exchange emotions and enjoy wisdom. A deep understanding and thorough grasp of management communication can indeed greatly promote the members of an enterprise to deeply understand and accurately grasp a series of management issues such as enterprise management concepts, management objectives, management objects, management methods and management principles, and is of great help and enlightenment for improving enterprise culture, improving enterprise productivity and coordinating internal and external relations of enterprises.
The research and application of management communication in management academic and business circles should not only study and apply management communication from communication technology and individual communication events, but also deeply explore and practice management communication from management philosophy, strategy, tactics, technology and practice. More importantly, we should grasp the overall situation from the changes of internal and external management environment, management objects, management objectives and management tasks in which modern enterprise management is located, and firmly grasp the new relationship between management and communication under the background of modern information economy era: communication is the core of management.
As the application of general communication in enterprise management, enterprise management communication has both the characteristics of general communication and the particularity of enterprise management. The fundamental goal of management communication is to achieve the management goal of the enterprise, that is, to promote the growth of the enterprise and obtain the expected economic benefits. In order to achieve the expected management effect, management communication must follow ten communication principles and management communication principles. Different levels of management communication should adopt targeted communication methods for effective communication. The goal of management communication is not to convince or conquer the other party, but to reach an understanding and turn conflicts and contradictions into integration.
All management communication activities of an enterprise should be designed and carried out around management objectives, tasks and functions. In order to maximize the benefits of enterprise management communication, enterprises must set out from the height of enterprise management development strategy and overall situation, and formulate the design of enterprise strategic management communication mode according to their own organizational structure and management structure. Enterprise strategic management communication should at least include: communication channel design; Design of communication mode; Communication content design; Communication goal design; Design of communication principles; Communication support design; Communication, evaluation and design. Good communication mode of enterprise strategic management is an indispensable and important tool for enterprise management to produce high benefits.