If the business strategy has no operational support, it is just a good wish; The unique resources owned by enterprises cannot be transformed into competitive advantages if they are not integrated into the business process. The following is the analysis of operation strategy and enterprise competitive advantage that I have compiled for you. I hope it will be helpful.
As the main link for enterprises to create value, serve the society and gain profits, production and operation have a fundamental impact on the growth and development of enterprises. As? World factory? In China, many enterprises are in the process of transforming from traditional manufacturing to service industry. This paper studies the construction of enterprise competitive advantage from the perspective of business strategy, and makes relevant theoretical analysis.
Keywords: operational strategic competitive advantage
I. Introduction
When talking about the factors that affect the competitiveness of enterprises, we used to pay more attention to the business strategy and the unique resources owned by enterprises, and regarded production and operation management as a routine routine work, without grasping production and operation from a strategic height. It can only be used as a weapon for enterprises to gain competitive advantage. The fact is, if the business strategy of an enterprise has no operational support, it is only a good wish; The unique resources owned by enterprises cannot be transformed into competitive advantages if they are not integrated into the business process. This is because, in various activities within the enterprise, production and operation are the main links to create value, serve the society and obtain profits. Other activities in the process of production, operation and management are all a kind of cost expenditure, and only production and operation activities can bring added value to enterprises.
As early as the end of 1970s, Skinner pointed out that management decision must be coordinated with enterprise strategy, and the combination of the two can help enterprises gain competitive advantage (Skinner, 1969). Nigel slack and MichaelLewis)(2004) believe that the operation strategy can determine the decision-making mode that should always be followed in operation management, and bring competitive advantages to the company. Therefore, this paper attempts to study the construction of enterprise competitive advantage from the perspective of operational strategy and make relevant theoretical analysis.
Second, build a theoretical framework for business strategy of enterprise competitive advantage
Operation strategy is a systematic process of building competitive advantage of enterprises, so we have established a framework model as shown in the figure.
1. Formulate a scientific and reasonable operation strategy.
(1) A scientific and reasonable operation strategy must consider the unique capabilities of the enterprise itself. Unique ability is the characteristic or ability that an organization possesses to make it have a competitive advantage. Unique operational capability will form a competitive advantage, so it is the core of operational strategy. The most efficient organization should be able to give full play to its own capabilities, make use of operational processing capabilities, vigorously carry out marketing activities and continuously meet customer needs according to customer needs and competitors' actions. Production and management ability is the only purpose of enterprise competition in a certain aspect, and it is an extremely critical link in enterprise management strategy.
(2) A scientific and reasonable business strategy needs to fully consider various factors inside and outside the enterprise. The analysis of internal and external factors reflects the events or trends that pose threats and opportunities to the organization. The formulation of operation strategy mainly considers several aspects:
① External factors: market demand and change, technological progress and supply market. The market environment will play a decisive role in the life cycle, variety, quantity and quality of enterprise products. Enterprises must consider market demand and changes when formulating business strategies. Another key factor in formulating operational strategy is technological change, because technological change can bring real opportunities or threats to an organization. Technological changes are manifested in products, services and processing. Therefore, with the development of technological progress, the production and operation strategy must be adjusted accordingly. If we can adapt to the changes of technology well, we can bring competitive advantages to enterprises to a certain extent.
② Internal factors. Mainly refers to the product characteristics and their own resources (people, money, things, etc.). ). If the enterprise produces ordinary functional products, the enterprise will often design the operation strategy of mass production; And if enterprises produce fashionable and innovative products, they will often design flexible operation strategies.
(3) The operation strategy should have a perfect support system.
Support of operating system to operating strategy. On the one hand, it is necessary to implement the requirements of the operation strategy for the production system, on the other hand, it is necessary to support the design of the production system for the implementation of the operation strategy. (2) the support of enterprise personnel for business strategy. On the one hand, leaders should pay enough attention to the implementation of business strategy and deeply understand its profound significance. On the other hand, the general staff of an enterprise should have a full understanding of the role of business strategy.
2. Matching of business strategy and enterprise strategy
Like general strategy formulation, the formulation of operational strategy also needs to consider various influencing factors. However, when formulating business strategy, we must first realize that as a functional business strategy, it is ultimately to support the smooth implementation of enterprise strategy, because the success of production and business strategy mainly depends on whether it supports enterprise strategy and whether it is consistent with enterprise strategy (Yu Jian, 2006). For a simple example, when the enterprise's competitive strategy is cost-leading, the business strategy should be to design the production system into products with few products and simple technology, and produce products at low cost to gain competitive advantage; If the operation strategy does not match the enterprise strategy, it will inevitably end in failure. It is hard to imagine that an enterprise with cost leadership as its competitive advantage will choose a very different production system. Only by matching the business strategy with the company strategy can we ensure the effective implementation of the business strategy and play a good role in supporting and promoting the overall strategy of the enterprise.
3. The combination of operational strategy and other functional strategies.
The strategic decision of enterprise management includes the functional strategy of each department, and the department strategy is an integral part of the enterprise strategy, which will guide the business department to correctly handle the relationship with customers, markets and competitors (Ren Jianbiao, 2004). Traditional strategic planning is made by marketing department, financial department and management headquarters, and then the operation is introduced to implement these plans. As a result, the operation department of the enterprise cannot help the enterprise gain competitiveness. However, this situation can be corrected if business strategy is regarded as an integral part of enterprise strategy and both are treated equally in the formulation and implementation of enterprise strategy.
Three. abstract
Although there are many ways to build competitive advantage of enterprises, production and operation, as the basic work of enterprises, is the fundamental way to strengthen production and operation management, formulate scientific and reasonable operation strategies and implement them.
References:
[1] Yu Jian: Operation management. Machinery industry press [M].2007.6p 17
[2] Ren Jianbiao: Strategic operation management. Tsinghua University publishing house 2004.4438+02.p6438+04.
[3] Nigel slack and michael lewis: Operation Strategy [M]. People's Posts and Telecommunications Publishing House, 2004.
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