On the way of enterprise growth

2022-10-02
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On the way of enterprise growth

the topic of enterprise growth has always been a hot topic. Whether in academia or in enterprises, there is a lot of discussion about how to grow rapidly, the key influencing factors of enterprise growth, enterprise growth stage, growth mode, etc. the author only reflects on the way of enterprise growth through the experience in the process of enterprise consulting

first, enterprise growth and strategy

generally, there are three basic strategic choices for the growth of enterprises, which rely on the general growth of internal resources; M & a growth; Cross organizational growth (Networking Growth). The growth based on internal resources is the core resource of cultivating enterprises, so as to form a unique core competitiveness; M & A is to seek scale, achieve economies of scale and economies of scope; Cross organizational growth is to pursue industrial agglomeration and form a collaborative effect. In the process of growth, the attention to strategy and details is also different at different stages. For example, at the beginning of entrepreneurship, it is very important to choose industry 1, plastic shrinkage rate and its influencing factors, entrepreneurial spirit of leaders, attention to details, etc. but after the initial accumulation stage, entering the development stage, we should pay special attention to strategic design and planning, secondary entrepreneurship, etc., because cats and dogs can survive without a leg, But if an elephant breaks a leg, it will be difficult for him to survive. In the process of growth, to balance speed and health, we need a healthy development speed

from the perspective of competition, the rules of competition have changed, from the law of the jungle to cooperative competition; In terms of goals, from mercenary to harmonious development; In terms of results, from life and death to mutual benefit and win-win results. The healthy growth of enterprises requires the acquisition of competitive advantage and the cultivation of innovation ability. In terms of competitive advantage, the main sources of domestic bio granulator equipment emerging internationally are low cost, differentiation, target aggregation and time. In the process of growth, competitiveness ranges from hard competitiveness (introducing and building the company's products and equipment) to institutional competitiveness (such as introducing and improving corporate governance and management), and then to today's soft competitiveness (refining and forming vision, mission and Culture). Because there are not only quantitative indicators of enterprise growth, but also qualitative aspects. First, the growth of scale, assets, personnel, profits and other quantitative aspects; The second is the qualitative growth of corporate culture, entrepreneurship, core competitiveness and corporate philosophy

from the perspective of entrepreneurship, with the continuous growth of enterprises, entrepreneurship continues to evolve, such as individual entrepreneurship in the early stage of entrepreneurship; Entrepreneurship and corporate entrepreneurship during the growth and development period; Further expand and strengthen the social entrepreneurship and so on. The key to the growth of enterprises lies in external clusters and internal innovation, in which the emergence of entrepreneurship and the cultivation of external environment play an important role

II. Enterprise growth and environment

the driving speed of a car on the highway generally does not exceed 200 kilometers per hour, but it can be surpassed on the racing track. The speed of a car depends on both the car itself and the external environment. Enterprise growth is similar, and the environment is very important to enterprise growth. From the analysis of industrial environment, enterprises in industrial clusters have two ways of survival: symbiosis and parasitism. One is satellite enterprise clusters (a series of small and medium-sized enterprises are supporting large enterprises, which may be "parasitism" or "symbiosis"), One is a series of enterprise clusters (industrial clusters with industrial or regional characteristics formed by specialized division of labor between small and medium-sized enterprises, which are usually "symbiotic" relationships). Through mutual trust and tacit cooperation, they gather in a favorable region, which has low search costs in terms of information, technology, and access to resources or services Advantages of transaction costs and transportation costs (for example, duckling group transferred its production line to Kunshan; many banks moved their headquarters to Pudong New Area); At the same time, enterprises in the group can give full play to their own advantages and implement differentiation in design, service, model and other aspects (such as the lighting of Dongguan ancient town); Because the enterprises in the cluster are invisibly combined by the benefit distribution mechanism, they have formed a consistent voice in this regional organization, can respond quickly in dealing with the uncertainty of the external environment (technology, market and Policy) (for example, the Wenzhou lighter industry collectively responds to the anti-dumping lawsuit against the EU), and can be ahead of competitors in terms of time, so as to obtain a competitive advantage. Because in the area where the industrial cluster is located, a relatively mature labor market has basically formed. The "storage and measurement system: prepare" many experienced employees. In the enterprises in the cluster, the mobility of senior managers may be strong. On the one hand, the competition among enterprises forces enterprises to retain high-quality employees, on the other hand, the challenges of senior managers have also increased. In this environment, the entrepreneurial spirit has been trained, The quality has been improved, and the enterprises in the cluster have basically met the conditions for innovation in the field of human resources. In industrial clusters, the boundaries of enterprises are relative, fuzzy and dynamic. Through the mechanism of interest distribution and mutual cooperation, and with integrity as the link, knowledge, information, technology, channels, etc. are shared. Like the healthy ecological environment in nature, there is a competition mechanism of "natural selection, survival of the fittest" in every link of the complete food chain, and there are phenomena of "parasitism" and "symbiosis", Can have a reasonable evolutionary mechanism of "survival of the fittest, neometabolism". In this dynamic competition and cooperation, enterprises have been constantly improved, gained value from all links of the whole value chain and talent chain, cultivated the ability of innovation, and achieved healthy development and growth. Enterprises cooperate with each other in the whole industrial chain, give play to the coordination effect, and achieve benign development for the growth of enterprises and the whole industry. In terms of the relationship between the enterprise and stakeholders, from sharing the blessings (wealth scattered and people gathered, wealth gathered and people scattered) to worrying about the country and the people (about 2018, note the satisfaction of stakeholders), and then to being happy with tiantongle (being a world corporate citizen)

III. enterprise growth and marketing

with the growth of enterprises, marketing has experienced the transformation from channel to decisive terminal, and then to today's brand victory. The brand has changed from popularity to credibility, from reputation to loyalty, and then to dependence. Because in the marketing process, the first thing is to get attention, such as innovating in product design, function, after-sales service, price payment method, promotion method or gifts, so as to attract the attention of consumers; Second, get

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