战略管理 企业的使命与目标

Example: Delta Airline’s Strategic Vision
DELTA AIRLINES
. . . . . . we want Delta to be the WORLDWIDE AIRLINE OF CHOICE.
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1、从顾客需求的角度。 2、从产品或服务的角度。 3、从技术的角度 4、从市场目标的角度。 5、从企业的价值观及基本信念的角度。 6、从对员工关心的角度。 7、从企业的公众形象及社会责任的角度。
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我们想做什么业务？ 我们向何处去？ 我们在尽力创造一类什么样的公司？
它们清晰地将公司的方向和终点描绘出来。
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企业使命的概念
prepare for, and cope with emergencies.
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Examples: Mission and Vision Statements
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Examples: Mission and Vision Statements
American Red Cross
Microsoft Corporation
Empower people through great software anytime, anyplace, and
on any device.
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The mission of the American Red Cross is to improve the quality of human life; to
enhance self-reliance and concern for others; and to help people avoid,
block supplier to the Internet economy and spurring efforts to make the Internet more useful. Being
connected is now at the center of people’s computing experience. We are helping to expand the capabilities
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二、企业使命与愿景的表述
企业使命与愿与愿景。
Otis Elevator
Our mission is to provide any customer a means of moving people and things up, down, and sideways
over short distances with higher reliability than any similar enterprise in the world.
3Com
Our mission is to connect more people and organizations to information in more innovative,
simple, and reliable ways than any other networking company in the world. Our vision of
企业使命阐述了企业的任务是什么，这 些任务因何而存在，以及企业所能做出的 独特贡献，它说明了企业的宗旨、哲学、 信念、原则，根据企业服务对象的性质揭 示企业长远发展的前景，为企业战略目标 的确定与战略方案的制定提供依据。
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anywhere and to provide them with the information required for informed buying decisions. We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit.
of the PC platform and the Internet.
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Examples: Mission and Vision Statements
企业愿景的概念
企业愿景是在汇集全体员工的共同心愿 基础之上，对企业未来的美好远景和蓝图 的展望。它能激发出强大的力量，使每个 员工都渴望能够归属于一项重要的任务和 事业
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Example: Delta Airline’s Strategic Vision
DELTA AIRLINES
OF CHOICE,
我们极其看重顾客的忠诚度，职员的忠诚度，以 及投资者的忠诚度。对于旅行者和货物托运者，我们 将不断地提供最好的服务和价值。对于我们的员工， 我们将继续提供更富挑战性、高报酬和以工人成绩为 导向的工作环境，认可并感谢他们的贡献。对于我们
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最优秀的战略家会告诉他人一个愿景和 目标，并以此作为战略决策的框架和底线， 然后动员所有的资源为此而奋斗。
在这一章中，我们将深入地讨论如何提出公司的使命 （mission）和愿景（vision）以及建立公司的目标体系。同 时，我们还将考察影响公司战略的因素以及公司战略与社 会责任的链接。
第一节 确定企业使命与愿景
Examples: Mission and Vision Statements
Intel
Our vision: Getting to a billion connected computers worldwide, millions of servers, and trillions of dollars of e-commerce. Intel’s core mission is being the building
企业的使命和愿景表明了管理者对组织的志向和雄心， 显示了管理层对下述问题的高屋建瓴的看法：
我们想做什么业务？ 我们向何处去？ 我们在尽力创造一类什么样的公司？
它们清晰地将公司的方向和终点描绘出来。
一、企业使命与愿景的概念
企业的使命和愿景表明了管理者对组织的志向和雄心， 显示了管理层对下述问题的高屋建瓴的看法：
，扩大我们的业务范围。
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Example: Delta Airline’s Strategic Vision
DELTA AIRLINES
pervasive networking is of a world where connections are simpler, more powerful, more affordable, more global, and more available to all.
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Examples: Mission and Vision Statements
(a unique grocery store chain)
Our mission: To give our customers the best food and beverage values that they can find
Avis Rent-a-Car
Our business is renting cars. Our mission is total customer satisfaction.
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