I. Theoretical analysis questions

Why management is both science and art? (See the textbook P4 for knowledge points)

1. Management, as a universal social activity, has certain objective laws. In the long-term management practice, people have gradually formed a relatively complete theoretical knowledge system that reflects the objective laws of the management process; People use these theories and methods to guide practice, measure the correctness of these theories and methods with the practice of management activities, and constantly enrich them, which is the scientific nature of management;

2. The artistry of management emphasizes the practicality of management, and there is no management art without practice. Just reciting management theory can't guarantee the success of management, just like reading a swimming book doesn't mean you can swim; Managers must actively combine management knowledge with specific practical activities in practice according to local conditions in order to carry out effective management;

3. Therefore, management is both a kind of knowledge and a kind of practice; It is both a science and an art, and the scientificity and artistry of management are not mutually exclusive, but complement each other. The management of reciting articles is equal to "talking on paper", which is bound to be divorced from reality, inefficient and even cause huge losses; On the other hand, if you don't understand the management theory and methods, it is difficult to find a satisfactory solution to the problem only by relying on sensory experience or luck in management. Therefore, attaching importance to the study of management theory and not ignoring the flexible application in practice are the guarantee for every manager's success.

Second, comprehensive exercises (cases are provided for reference only)

(The original title is abbreviated, and students are advised to visit this unit.)

Tip: 1. To answer this question, please turn to page 6 of the textbook and decide according to your interviewee.

2. Your interviewee may be: manager, director. . .

3. How many subordinates does your interviewee manage?

4. To answer this question, please open the textbook page 10; Summarize according to your interviewee's explanation; It should be noted that different managers have different management skills;

5. How does your interviewee arrange his work for a day? Record truthfully.

Homework 2 (The case is for reference only, see P89-90 for knowledge points)

Analysis on the Competitiveness of Seedling Industry in China

With the rapid development of China's national economy and the substantial improvement of people's living standards, improving the living environment and improving the quality of life has become a new fashion, and people's demands for afforestation and beautification are increasing day by day, which has promoted the rapid development of the landscaping seedling industry. Due to considerable profits, various seedling enterprises have mushroomed and flourished. China successfully joined the World Trade Organization and Beijing won the right to host the 2008 Olympic Games, which further promoted the rapid development of the landscaping seedling market. The following attempts to briefly analyze the industry competition of landscaping seedlings for the reference of colleagues in the industry.

According to Michael? According to Porter's theory, there are five competitive forces that affect the competitive situation of the industry. These five forces are: the intensity of competition among existing enterprises, potential intruders, the threat of substitutes, the bargaining power of suppliers and the bargaining power of buyers.

1. Competition intensity among existing enterprises

At present, generally speaking, the competition between the landscaping seedling industry and the same industry is fierce, and the concentration of seedling enterprises is high. Because the products of landscaping enterprises are mainly oriented to urban greening and beautification, most seedling enterprises are established in the suburbs of cities and places with convenient transportation and not far from cities. Product differences are small. At present, most enterprises are engaged in fast-growing tree species, such as poplar, willow, paulownia, boxwood, Sophora japonica and other fast-growing ornamental trees and shrubs. There is little difference in the types of seedlings operated by various seedling enterprises because these trees grow rapidly, the market demand is large and the profits are rich. In addition, although these seedling products have high fixed costs and generally require better land and seedling facilities, their conversion costs are very low. Competitors are diversified, including private enterprises, state-owned enterprises at all levels and foreign-funded enterprises. The exit barriers of seedling enterprises are small, and it is easier for enterprises to quit the industry in the form of changing production, from seedling production to agricultural product production. Therefore, if a seedling enterprise wants to win in the fierce competition, it needs to carry out research and development of improved seedlings (brands), improve product performance, build its own new, unique and excellent brands, reduce production costs, strengthen marketing and publicity, strengthen services and other measures to attract customers. Providing good technical services plays a vital role in the future development of seedling enterprises.

2. Potential intruders

Because the scale of seedling production has a great influence on the price of products, it requires high economies of scale, and the differences between products are small, and the brand characteristics are not obvious. In addition, the entry of new enterprises requires a lot of investment, so the entry barriers of seedling industry are great. However, because the seedling market is still expanding and the profits are considerable, the seedling industry is still very attractive. Although many new seedling enterprises are still emerging, they have entered the seedling industry. However, it is easy for the seedling industry to quit the obstacle industry, which is greatly influenced by the government's incentive policy, which leads to many new competitors entering the industry, trying to establish excellent seedling brands, improve product differences and enhance competitive strength. Therefore, unless new competitors have new brands and realize scale operation, other new competitors will not pose a great direct competitive threat.

3. The threat of alternatives

At present, there is no obvious threat of substitute products in the seedling market, because seedling products are obviously different from other products, that is, the production cycle of seedling products is generally very long, ranging from several years to more than ten years, and the mainstream products in the market are basically fast-growing trees. New varieties that can enter the market grow slowly, but they have great ornamental value or other special uses or functions. Moreover, these slow-growing trees are expensive to enter the market because of the high cost of cultivation. In addition, a new variety can only be popularized after a small-scale experiment in the early stage, so as to reduce the risk. Therefore, at present, the substitute products in the landscaping seedling market pose little threat.

4. The buyer's bargaining power

Due to the vigorous development of urban greening and beautification projects and highway construction projects in recent years, the domestic demand for garden greening seedling products has been stimulated. At present, the main customers of seedling products are concentrated in large and medium-sized cities and related road projects, with high concentration, small differences in seedling products and large space for buyers to choose products. Therefore, seedling production enterprises need to produce unique high-quality seedling products for the market, that is, to develop new seedling varieties.

5. The bargaining power of suppliers

Materials needed for seedling production include nursery construction land, tree seeds for seedling raising or other forest materials for propagation (such as scions and cuttings) and necessary management facilities (such as irrigation conditions). The most important thing is land. The suppliers of land are almost all rural collective units or farmers in the suburbs of cities, so the suppliers are relatively concentrated. Many farmers are willing to sell their land to produce green seedlings, because the profit of growing food or vegetables is not as high as that of seedlings. However, because the supply of land is always limited, and the number of seedling production enterprises is still growing rapidly, the price of land is getting higher and higher. Although the land in outer suburbs or remote rural areas is cheaper, the transportation cost of seedling production and sales will increase. Therefore, the limitation of the quantity of materials (land) for seedling production will increase the production cost of enterprises entering the industry in the later stage. Moreover, there are great differences in land products, such as soil fertility, soil thickness, pH, drainage, traffic and so on, so the production costs of seedling enterprises will also be very different. Generally speaking, the earlier you enter, you can get low-priced and high-quality production land, thus reducing production costs, and vice versa.

To sum up, the main threat of seedling market competition in China at present comes from the direct competition among domestic enterprises. Although the barriers to entry in the seedling industry are high, the number of producers entering the seedling industry is still increasing due to the easy exit and the continuous expansion of the purchase market. However, at present, most seedling manufacturers have little difference in products, and the concentration of manufacturers is high. Therefore, we must seek product innovation and constantly introduce new high-quality seedling varieties.

The establishment of R&D and production bases of new, exotic and special resources has become a prominent problem to be solved urgently. Due to the increasing number and concentration of seedling producers, the circulation and management of product information, standardization and legal management of the market have also become important issues that the industry urgently needs to pay attention to. Although the seedling industry is in a period of contention, it is expected that after several years of market baptism and survival of the fittest, the seedling market will be standardized, the competition order will be rationalized and a new pattern will be formed. After integration, merger and asset reorganization, a few large-scale seedling enterprises will survive in the fierce competition and continue to grow and develop on the basis of high-quality varieties, characteristics and services.

Homework 3

I. Theoretical analysis questions

An Analysis of the New Features of Modern Enterprise Management Decision-making (textbook P111/2)

Enterprise decision-making develops with the development of enterprises. Under today's historical conditions, modern enterprise management decision-making has very distinct characteristics of the times:

1, the decision-making problem is becoming more and more complicated and its influence is becoming wider and wider.

With the continuous development and application of science and technology, the era of large-scale industrial production has arrived. The continuous expansion of enterprise scale and production scale has made enterprises have new characteristics. In nature, it is extensive, multi-structured, multi-penny and comprehensive; The number of parameters and the complexity of activity rules are incomparable in the past small-scale production and natural economy era. From the point of view of dynamics, a huge system will inevitably lead to many organizational levels, long information chain, great interaction and difficult control, which will lead to the complexity of decision-making.

While the decision-making problem is complicated, the influence of management decision-making is becoming wider and wider. Due to the continuous expansion of enterprise scale and market scale, today's decision-making objects are becoming more and more complicated. Decision-making is inextricably linked with all aspects of the whole enterprise, which affects the whole body. The significance of decision-making success lies not only in the decision itself, but also in a series of chain reactions that may be caused by decision-making in enterprises and even in society. So the influence of decision-making is growing.

2. The decision-making time is getting shorter and shorter.

The rapid change of decision-making environment inevitably puts forward new requirements for the time and speed of decision-making. Today's decision-making can no longer be carried out through the procedure of "one look, two slowness, three approval" as in the past, so it is bound to miss the opportunity. After making a decision, it must have changed. The fierce competition in the market requires enterprises to get ahead of others as soon as possible and seize the "commanding heights" of the market as soon as possible. In decision-making, it is necessary to quickly sort out the relationship between various links in a huge and complex system, and find out its regularity from a large number of chaotic information through scientific information engineering means, so as to quickly judge and make decisions. In other words, the whole decision-making time will be shorter and shorter.

3. Decision contains more and more information.

With the continuous expansion of enterprise scale and market scale, the correlation between products and market is constantly strengthened, and the complexity of decision-making is getting deeper and deeper. To make a correct decision, relying only on the personal experience and intuition of a single decision maker is bound to face great risks. Modern decision-making needs accurate, timely and sufficient information, so all relevant information about the market, products, internal and external enterprises becomes the most important basis for decision-making. The increasing amount of information not only increases the workload of processing information, but also increases the difficulty of judging the value of information, thus increasing the complexity of the final decision.

4. The decision-makers are from individuals to groups.

In the pre-industrial era, due to the small scale, slow change and small relevance of decision-making objects, management decisions were mainly made by a single enterprise leader, and decisions were mostly based on the personal experience and judgment of the leader. Although there were many aides around the leaders at that time, such aides played little role in decision-making. In the post-industrial era, large-scale industrial production and organization have fundamentally changed decision-making in quantity and quality. The relevance of decision-making makes decision-making extremely complicated. Decision-making cannot be completed by the experience and courage of a single leader as in the past, and it gradually changes to group decision-making. At the same time, due to the increasingly technical and knowledgeable decision-making, many experts, scholars and even professionals outside the enterprise have joined this decision-making group. In order to prevent decision-making mistakes, decision-making techniques are more widely used and subjective judgments are less and less. Decision-making has become a group decision-making mainly relying on decision-making technology.

In short, these characteristics of modern enterprise decision-making will not change or weaken with the further development of society, and there is a growing trend. With the development of society, the complexity of decision-making issues is deepening, the influence of decision-making will become greater and greater, the demand for decision-making time will become shorter and shorter, and the amount of information contained in decision-making will become greater and greater. Decision-making not only maintains the characteristics of group decision-making, but also increases the dependence of decision-making on decision-making technology. In other words, modern enterprise management decision-making needs the support of advanced and scientific decision-making theory and technology.

(2) Case analysis questions (the answer can be found on page 137)

1. From two aspects, first of all, Yang Rui just took office and put forward three questions and reached a conclusion in a week, which was somewhat hasty; Secondly, Manager Wang is the manager of a small family business, responsible for research and development. He has no management concept at all and doesn't care about Yang Rui's views on human resource management.

2. Here, the most critical problem is the communication barrier. Yang Rui and Manager Wang have no agreement at all. From the organizational point of view, there are differences in status and goals between superiors and subordinates, and small enterprises lack clear communication channels and coordination. Personally, both Yang Rui and Manager Wang belong to selective perception, and both look at each other's ideas according to their own background experience and attitude.

3. Due to communication barriers, Yang Rui is lost; If you don't leave this enterprise, you must overcome communication barriers. Please refer to pages 224-226 of the textbook for specific methods. For example: (1) Make full communication preparations, connect the three questions raised last time with the reality of small family businesses, and make clear an important issue that can be done in the near future; Before communicating, analyze the communication objectives and ask yourself if you can change Mr. Wang's attitude. Ask yourself if you can win the approval of manager Wang; (2) adjust your mentality. The most important problem in communication is to understand what the other party needs; Yang Rui has only been in office for a week. She must know what the enterprise needs and what Manager Wang needs through careful investigation and study.

Manager Wang is in charge of R&D, a small family business. For the survival and development of enterprises, he should accept and seriously consider the problems and suggestions put forward by Yang Rui, learn management concepts and improve the quality of managers. And overcome the communication barriers from managers' organizational behavior. Please refer to page 224 of the textbook for specific practices.

Homework 4

(1) Noun explanation: (The following 15 nouns, please write 5 in your notebook)

1. Corporate culture: See page 38 of the textbook.

2. Management by objectives: see page 67 of the textbook.

3. Intensive development strategy: see page 96 of the textbook.

4. Differentiation strategy: See page 102 of the textbook.

5. Strategic decision: See the textbook 108.

6. Non-programmed decision-making: see page 109 of the textbook.

7. Organizational development: see page 149 of the textbook.

8. Scenario simulation: See the textbook 163.

9. Job rotation: See page 169 of the textbook.

10. incentive process: see the textbook 196.

1 1. Equity theory: see page 204 of the textbook.

12. communication: see page 2 14 of the textbook.

13. Field control: see page 239 of the textbook.

14. total quality management: see page 263 of the textbook.

15. zero-based budget: see page 269 of the textbook.

Second, write a short essay (1000 words or so).

It is suggested to refer to any one of the following chapters 4, 9, 10 and 11 for discussion:

1. Chapter IV Management by Objectives The only effective definition of enterprise objectives is to create customers (page 63 of the textbook).

2. Chapter 9 Leadership Art and Employment (textbook page 189),

The art of coordinating interpersonal relationships (textbook page 190)

3. Chapter 10 Theory of Incentive Fairness (textbook page 204)

4. Chapter 1 Obstacles and Overcomes of Effective Communication in XI (textbook page 22 1)

Reference:

Since people began to form groups to achieve goals that individuals could not achieve, management has become an essential factor in coordinating individual efforts. With the increasing dependence of human society on collective efforts and the expansion of more and more organized groups, the task of managers becomes more and more important. As a contemporary college student, I think management is also closely related to us. Management is the foundation of all organizations. Management is applicable to organizations of all sizes, for-profit and non-profit enterprises and institutions, manufacturing and service industries. Therefore, learning management well is of great significance to some of our students' work now, and even to enter a complex society and adapt to different jobs in the future. Management is divided into six parts: planning, organization, personnel, leadership and control, and each part has a specific purpose. Planning, as the basis of management theory, has given me many profound experiences.

When designing an environment for people who work together in a group, so that everyone can effectively complete the task, the most important task of managers is to let everyone understand the mission and goals of the group and the methods to achieve them. If the team's efforts are to be effective, its members must understand what they are expected to accomplish. This is the function of planning work, and this function is the most basic of all management functions. The plan includes defining tasks and objectives and actions to achieve these objectives; This requires decision-making, that is, determining action steps from various alternatives. Planning is divided into the following steps: looking for opportunities → determining goals → formulating preconditions → determining alternatives → evaluating alternatives → selecting alternatives → formulating derivative schemes → quantifying schemes with budget. Planning steps can be used in most necessary situations, such as many college students who want to study abroad, so they can make their own preparations according to these planning steps. First of all, we need to recognize the opportunities of studying abroad and the opportunities it brings. Then, you need to set goals in various aspects, such as choosing a country and studying in a professional field. We also need to assume whether we can get a scholarship during our study abroad and whether we can work part-time outside. In either case, there are several options to be carefully weighed. Therefore, students can evaluate the advantages and disadvantages of applying to different schools and choose the country and school that suits them. After successfully receiving the admission notice and applying for a visa, we need to start to specify derivative plans, including choosing a residence, moving to a new address, or looking for a job near the school. Then, we need to convert all the plans into budgets, including tuition, living expenses and so on. These steps are the embodiment of the plan.

As a plan-strategy refers to determining the mission and long-term basic goals of an enterprise, and making action plans and allocating corresponding resources to achieve these goals. Among them, the management introduced a very practical modern environmental analysis tool: TOWS matrix, which has a wide range of applications and its emphasis is different from that of enterprise portfolio matrix. TOWS matrix is a conceptual framework for systematic analysis, which is conducive to combining external threats and opportunities with internal strengths and weaknesses of an organization. In TOWS matrix, "T" stands for threat, "O" stands for opportunity, "W" stands for weakness and "S" stands for strength. Through the different combinations of these four factors, four different strategies are produced: so, st, wo and wt. In addition, people can start with the TOWS matrix analysis in the past, then analyze the current situation, and then focus on the uncertain factors in the future in different periods.

Whether it is an enterprise or an individual, a good and perfect plan will definitely help us to determine the direction of action faster and more effectively, so as to achieve twice the result with half the effort. For example, many famous brands have formulated their own long-term marketing strategies: The long-term goal of Coca-Cola Company is: "We are committed to creating value for the company's shareholders for a long time and constantly changing the world, and we refresh the world. By producing high-quality beverages, we will create value for the company, product packaging partners and customers, and then achieve our goals. " At&T is: "We are determined to be the most respected and valuable company in the world. Our goal is to enrich customers' lives, help customers achieve greater success in business and enhance shareholder value by providing fresh and effective communication services ";

Time warner Inc. Company said: "We strive to be the most respected and successful media company-the leader in our business scope; It is famous for its high quality and excellent performance. The soul of our success lies in gathering the best talents, including the best journalists and writers in the world, so that everyone can think and work creatively. " These companies have clearly planned their long-term goals, so that their future business direction is clear and they can adjust their relevant strategies accordingly.

After studying management, I realized that the success of an enterprise or a team needs comprehensive qualities in many aspects. I have seen several issues of Winner. The reality show in the program showed me the practical application of management, such as the "plan" I mentioned before. In each program, two teams will accomplish the same task, and the winning team is often the most well-planned, and will use different decision-making methods and means such as TOWS matrix for analysis. For example, when recruiting talents for "Oracle Bone Inscriptions" company, the two teams planned to go to Jiaotong University and Fudan University respectively. One team planned all the plans in detail on the first morning, and the novel ideas made the subsequent recruitment activities go smoothly. The selected talents also met the requirements of the company and successfully completed the task. On the other hand, due to the lack of good activity planning and strategies, the efficiency of the opposing team is not as good as the former, and the whole activity has not achieved the expected results. This shows the wide application of management science.

To sum up, one semester's management has brought me a lot of experience, and I will apply it to future practice to get more gains.