BSC-3 Strategy Map Development Guide What should business center? Different people have different answers, some people say that marketing is the customer; Some people say that research and development of technology; Some people say that manufacturing is the product; also said that human resources, the staff; and so on, do not 1 and foot. Or middle-level cadres and the general staff, different people standing in different positions have different understanding and perspective is natural, the above answers are not wrong. But the top leadership is not, they should be established as a business strategy and objectives of the center, because the essence of business is the full realization of the strategic goals, not just for customers, technology, products or staff. First, strategy and communication strategy map is a description of an effective carrier In reality, there are many enterprises attach great importance to develop strategies, but it is difficult to effectively implement the established strategies. According to expert studies, the most important reason is: the strategic implementation of the strategy-makers and strategic understanding of those inconsistencies, the available information asymmetry. Lack of effective communication, strategy development and strategy implementation are difficult to empathy between, resulting in strategy away from the business practice, can not perform, or have a good strategy is the implementation of hack away. Kaplan has said that &quot;strategic bothering you, it painted map.&quot; Strategy Map (Strategy Map) is to achieve strategic makers and implementers of effective communication carrier. Through the strategic map to describe and communicate strategy, is the traditional Balanced Scorecard theory a major breakthrough in management thinking, it gives us a measure of strategy, the basis and premise, it can effectively communicate to achieve a performance is what the key success factors , and how the customer service, internal operations, learning and growth concerns to ensure the realization of corporate long-term value. It has changed the traditional formulation of corporate strategy, strategic objectives and the abstract plan into a vivid image of them, through a causal link between strategic objectives, the operations and functions will be unified in theory, thus weakening the functions of the fragmentation of the business operations management system negative effects of management strategies to help companies reach a consensus and establish a common language, so that all departments and business units may be among the strategic objectives of the enterprise to achieve consistency of understanding. Second, develop a clear corporate strategy map needs of the mission and vision Enterprises must first solve their own problems to any clear meaning and value of existence of the business, that business mission; then have to be the question of what to depict the blueprint for the future development of enterprises, both corporate vision; This is the enterprise development strategy map the basis and premise. A clear vision should be a point in time in the future, enterprises a full range of operating conditions. Vision through a clear business objectives for all members of the paint companies a blueprint for future development, we have solved the question of what business to be. For example, an aviation enterprise groups &quot;have become a fast growing, creating great company, among the forest of the world&#39;s aviation industry strong,&quot; is a clearer corporate vision. Third, development of five basic steps in the strategic map In Kaplan&#39;s classics, the map shows many examples of corporate strategy, is not how to develop strategic map, nor on the corporate strategy map, map of sector strategies and business unit strategy map for the similarities and differences between the full set. Chinese companies face the cultural diversity and uniqueness, we must establish their own methods with reality. The author believes that the development of a corporate strategy map, probably requires strategic environmental scanning, strategic comprehensive analysis, evaluation of strategic goals, strategic objectives and the causal connection defines five steps. 1, strategic environmental scanning Strategic Environmental scanning requires the integrated use of various analytical tools, such as PESTEL analysis model, five forces model and value chain analysis. PESTEL model is to analyze the macroeconomic environment, an effective tool to investigate the impact of factors outside the enterprise approach, in which each letter represents a factor of six factors: (1) politics (Political) refers to the practical business activities and the potential impact of political forces and relevant policies, laws and regulations and other factors; (2) economic factors (Economic) is outside the enterprise&#39;s economic structure, industrial layout, resources, economic development and future economic trends, etc.; ( 3) social factors (Social) is the corporate members of the society in the historical development, cultural traditions, values, education, and customs and other factors; (4) technical factors (Technological), including those caused revolutionary changes in both the invention of also includes production of the new technologies, new processes, new materials, trends and prospects; (5) environmental factors (Environmental) is an enterprise&#39;s activities, products or services in the interaction with the environment elements; (6) legal considerations (Legal) is outside the enterprise laws, regulations, judicial status and civic awareness of the law by an integrated system. PESTEL is based on PEST analysis with environmental factors (Environmental) and legal factors (Legal) formation. Through the analysis of these six factors, we can more fully grasp the external environment in which an enterprise. Five Forces Analysis model for the analysis of competitive strategy, can effectively analyze the competitive environment. Five Forces are: bargaining power of suppliers, the bargaining power of buyers, potential competitors to enter the ability to substitute alternative capacity, industry competitors Xianzai competitiveness. Five forces model will be a lot of different factors together in a simple model to determine the industry&#39;s fundamental competitive situation. A viable strategy must first identify and evaluate the five forces, the characteristics and importance of different forces due to the different industries and companies change. The significance of the model, the five competitive forces of resistance in the success of the strategy contains three ideas: cost leadership, differentiation strategy, focus strategy. Value chain analysis is a method for determining competitive advantage tool. If the enterprise as a whole to consider and can not identify the resource, Nenglishangde competitive advantage; if companies Huodongjinhang Fen Jie, by considering the individual activities and their relationship, the 可 以 easier to determine the enterprise&#39;s competitive advantage. Qi Ye Di production and business activities can be divided into a activities and support activities in two categories: Zhuti activities referred to as production operations of substantive activities, Yi Ban can be divided into Jishukaifa, raw material supply, production processing, storage and transportation Chengpin, market, marketing, and Shouhoufuwu 5 kinds of activities. These activities and the processing flow of physical goods directly related to the basic value-added activities in the enterprise. Support activities is to support the main activities and mutual support between and within activities, including business investment in financial management, human resource management, public relations and corporate changes, etc.. 2, a comprehensive analysis strategy Through strategic environmental scanning, we acquired outside chance of business survival (Opportunity) and threat (Threat) (PESTEL results of the analysis), the internal strength (Strength) and weaknesses (Weakness) (value chain analysis of the results) as well as the basic strategic thinking ( Five Forces analysis of the results), SWOT analysis can be used by advantage / disadvantage and the opportunities / threats analysis of the match, forcing managers also concerned about the external environment and focus on positive and negative, and will not lose the opportunity in front of reason, ignore the potential crisis. First, we have to face as much as possible inside and outside the company exhausted all aspects of the environment description, and then follow the internal strengths, internal weaknesses, external opportunities and external threats into four categories. Description must have a clear tendency to judge, can not use the description of the form of questions or ambiguities. Second, a careful description of all environmental audits, omitted important information, removing unnecessary redundant information to ensure clear, concise, accurate description of internal and external environment facing enterprises. In general, the advantages include: What good company; have any new technology; have any unique capabilities; recent critical success factors. Disadvantages include: not do certain things; the lack of key technologies; well as other aspects; not meet the needs of customers; recent failures such as the main reason. Opportunities include: Suitable for our business opportunities; can reach the technical cooperation; the Government&#39;s industrial protection policies; supply providers and customers lead to decentralized bargaining power Xia Xiang Deng. Threats, including from new industry entrants, the threat of competitors; concentration of suppliers and customers lead to increased bargaining power, the government abolished the industry protection policies, technical developments have led to lower trade barriers so. Final results are as follows. SWOT Classification Code Description A low-grade production equipment, depreciation has been completed, cost competitive S 2 downstream industries increased production capacity, will increase the demand for our products O 3 of the European economy as a whole improved, could boost the market demand for O 4 We are a technology leader in the industry S High reliability and quality control of 5 S 6 competitors will slow pace of development of patented W W 7 customer service poor 8 second-tier vendors cut prices grab a single T ... ... ... ... ... ... Third, in accordance with the above classification results, the description of the table were included in the corresponding cell, the start factor cross analysis. ?O2 downstream industries increased production capacity, will increase the demand for our products T8 grab one second-tier makers cut prices ?3 of the European economy as a whole improved, could boost the market demand ?Different combinations of cross-portfolio strategic objectives of the strategic objectives S1 low-grade production equipment, depreciation has been completed, cost competitive and increase market share SOS1-O2 ST 4 We are a technology leader in the industry 5, high reliability and quality control W6 competitors will slow pace of development of the patent WO WT 7, poor customer service In the above analysis process, the need to pay attention to the basic principles of strategic objectives identified. Combination of SO-oriented, &quot;Use the opportunity to play to our strengths,&quot; such as S1-O2 combination can produce the &quot;increase market share&quot; of the strategic objectives; ST combination of orientation is &quot;play to our strengths, resolve threats&quot;; WO combination of orientation is &quot;Use the opportunity to turn the tide&quot;; WT combination of orientation is &quot;to avoid threats, turning the tide.&quot; Also note that not all factors can be obtained after the cross-analysis of certain strategic objectives. 3, evaluation of strategic objectives From the above table, we can get many of the strategic orientation and business are closely related to specific strategic goals, according to the strategic position, we can determine the appropriate strategic objectives. If the company is positioned to lead the market, we should enhance the market share on the company&#39;s strategic objectives as one of the; if the company&#39;s strategic direction is to create first-class brand, then we must improve customer service and public level relations as strategic goals. Evaluation of strategic objectives, there are many ways, we recommend that companies use a number of experts rate the sort of structured approach, both to eliminate the subjectivity of decision-making leading personal racking our brains, not that bad too complex. From the expected return (or not implemented will bring the loss) and difficult to implement (or level of resources required to prepare) two aspects, namely, to evaluate by 1-10 points, and then sorted according to determine the two fractions. In order, they can be a way to focus on fine-tuning. 4, the definition of strategic objectives Identify key strategic objectives of the process is a range of strategic communication session, to take an oral explanation of the way enough. If the face full of strategic communication must be accompanied by precise instructions, which should be in accordance with the &quot;under the premise of the ... ... to carry out business activities ... ... and implement ... ... goal&quot; 结 构 defined to full Zhunquezhangwo , a prerequisite for the strategic focus, the specific content and target, which is not ambiguous. 5, causality link When we put all the focus on strategic objectives are all according to enterprise value, Kehu service, internal operations and learning and growth of four Cengmian classified Hou, we need to in-depth analysis of Yinguoguanxi Qizhongneizai. From top to bottom to form a &quot;need&quot; the support of relations, from the bottom of a &quot;for&quot; the purpose of relationship. Namely: the order from top to bottom, to achieve ... ... the need ... ... the support; from bottom to top were, well ... ... is to ... .... In this way all the strategic objectives of the relationship between the comprehensive analysis, we can conclude that the strategic objectives of all causal support relationships. Just follow the relationship due to the fruit, using lines with arrows connecting them, showing all the causal relationship, it formed a corporate strategy map. In this process requires attention, analysis of the causal relationship between the strategic objectives, you may find that the strategic objectives of the previous contents of overlapping or omissions, which need to return to do some adjustments to ensure a clear relationship between the various objectives , combined to form a complete system, not weight not leak. Enterprise Strategy Map Example ? ? In short, companies need a strategic map for the carrier, on the strategic objectives of all staff for effective communication strategies to achieve the visual management, which is the description of the strategy is to achieve effective measurement strategy. At this stage, 需要 comprehensive use of various analysis tools to the enterprise all-round scanning the external environment, be Chongfenrenshi and Shenrulijie, based on its advantages and disadvantages and external Ji Hui and threats to Quedingyingdui the Zhanlue. In describing the strategic map, should not have a comprehensive and balanced, we must filter the next few years, companies need to focus on strategic priorities, to form a strategic map. As a business leader, according to the strategic map to be able to clearly understand the business the next 3-5 years to set the strategic intent and planning the path that the causal connection with a strategic way about the story, to all employees paint a beautiful blueprint for achieving a strategic map for the carrier, communication strategies, to reach a consensus, unite the goals.
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