Grand Game Management

Editor's note: In Chen's view, the game is the world's best product, because it can map all the needs of real society. The game industry is the best industry, everywhere "blue sea", because it is driving demand. Some things of virtual organization management can be referenced by the real organization, because the virtual organization follows the development of human nature, and human nature is measurable, so it is more scientific than the actual organization. Chen puts forward the concept of "game management" with the core values of "Human nature, pleasure and harmony", supplemented by the adjustment of organizational structure, the construction of information system and the perfection of performance system. His slogan is: "To manage the company like a game, to serve employees like a service user." "He pioneered the practice of giving an experience value to all employees of Shanda, like the characters in the game, this innovation stems from a rather realistic inquiry: Shanda itself is managing a virtual community, why the community to take care of the orderly, and in the real business community, but will always encounter a variety of problems? Chen said that every year when companies come to bonuses and promotions, as the leader of the enterprise, he is extremely painful, for fear of unfairness, and experience on the performance of staff and work performance of the faithful record, will make him less scared, no longer continue to pat the head. It may be said that "game-style management" means the introduction of a "computer version of the new Bridge", which is actually a quantitative management, in the West, "Six Sigma Management" added a layer of human, fun coat. This is a Chinese native entrepreneur in the management thought and management practice of an innovation, to the current and future business management, and even social administration are instructive. At the end of the interview, Chen said a meaningful remark: "We are playing a management game." "Marshall?" McLuhan defines the game as "not personal but an extension of our social self ... Games allow multiple people to participate at the same time in situational design, although this definition ignores the situation where the game can be played alone, but it has a persuasive emphasis on the participatory nature of the game. Through "game management", we can see Chen want to make enterprise management more participatory efforts, however, any game is in a fixed time and space within the scope of the rules, although the game is free to accept, but with absolute binding force, how to maintain the tension and happy balance of the game poses a great challenge. Schiller has a famous saying: "Only when people are full of people, he only play, only when people play, he is completely human." "If management really can become a game, then the state of management will become a person's one-sided and alienation of the highest human state, this state, it will be all managers can be infinite approximation but will never be able to." Why is the vice-editor of the Beijing University Business Review Hu to play game management? The game is touches the human mind the thing should put the game in the entire cultural industry development process to examine, along with each new technology production, the entertainment way unceasingly evolves, but each technological change's ultimate goal actuallyis to make the art of culture closer to human nature, otherwise this technology will not be recognized by the community, and will not be accepted by the market. The game is not what extraterrestrial visitors, it is in the human needs driven by the combination of new technology to produce things. Generally speaking, any new cultural form under the impetus of new technology is often more vitality than the old. Now the stage of the game is the same as that of the film in the 230 's, and it has not been recognized by the so-called mainstream society. But this does not stop the game as the mainstream of entertainment, in the future into the youth community. The reason for this conclusion, I think that the most important thing is that the game is to touch the heart of things, and secondly, when the game becomes a network game, can be a number of people to participate in the real realization of the interaction between people. The virtual organization of the network game is more skillful than the actual organization, and the network game becomes an organization. Once the organization, the orderly operation of the organization is followed by the actual management of something. The management of virtual organization can be referenced by real organization. We now think, how to mobilize the enthusiasm of the organization, is a century proposition, for the company, this organization is not a particularly good, well-managed, satisfactory organization. However, the network game only appeared for seven or eight years, no one to launch it, and even to drive away it, but the organization has developed vigorously. We have always said: The company to pay staff salaries, but also to pay his social sense of achievement, especially large enterprises. What do employees pay us? It's time and energy. But in online games, players also pay us time and energy. Play a few hours a day, but I don't pay him money, he pays me money, and what I give him is a sense of achievement. The two equations come out, a very interesting phenomenon arises: in the real world we spent money to honor people, he felt uncomfortable, not satisfied with the company's management, but also to change jobs. And why in the network game, a lot of people in the inside, is the fittest, but also orderly operation and management, drive also not to go? So, online games as a virtual management method, there must be something can be accepted by the reality. It is accepted, and the core problem is that online gaming touches humanity. Theoretically, the human nature of each individual in a virtual social organization is fully exposed, and the organization develops in accordance with human nature. This is a place where virtual social organizations are more sophisticated and scientific than the actual social organization. Why transplant the management of the virtual community into the real community? After 3-5 years of existence, virtually every enterprise will be confronted with related problems, especially internal organizational problems. For example: Why is the employee turnover rate so high? Why can't individual grades be well represented? Why does the individual have no sense of belonging or ownership? How do you allow employees to develop themselves without supervision? Shanda began its business transformation in December 2005 when it was questioned by many media, but we have completed our transformation in due course. We switched from Come-pay-stay (CPS) mode to Come-stay-pay (CSP) mode. This is the image, the core is actually to make a game from an entertainment product into a entertainment media, an entertainment community. More people will come into this community, live in harmony, and decide their buying behavior according to their own wishes or pleasures. This makes Shanda a provider (service provider) to become a real media provider (content provider). We have two or three months to complete the business model transformation, but how to maintain the business model of sustainable development is a big problem, after completing the business of the battle, we are mainly thinking about the transformation of management mode. It is natural for us to think that we are managing a virtual community, why do we keep that community in good order, and how can we always encounter all kinds of problems in the real business community? The philosophy of game management we need to think about game management from the values of the game, or from the perspective of management philosophy, I think there are three key words in the philosophy of game management, the first is human nature, we emphasize the individuality of the individual, the second is fun, and the third is harmony. Human nature is the foundation, there are many kinds of human nature, human nature has good and evil, but we think can let an organization healthy development, is to dig out the fun of human nature, and then by the fun of the individual into the fun of the organization, this is harmony. Human nature is true, measurable human nature is what? Five years ago, I received an interview with Yang Lan, she asked a question, "the Internet men disguised as women, no money people disguised as rich, everywhere is false, what is real on the internet?" I answered two words: "Human nature". "Human nature" on the internet is the most authentic. Digging Shellfish venture Capital report, why should men dress up as women, why do not have money disguised as rich? is not their jealousy, utilitarian heart mischief? Grand in hundreds of millions of naked exposed in front of your heart, based on statistics, psychology, sociological analysis summed up something, and then use it to 2000 of people, concluded that I should be so to manage. This is the power of logic and numbers, as well as our basic experience in the game. In fact, human nature can be measured accurately by mathematical models, which can be measured in the past and can be expected in the future. Modern macroeconomics is the same as this, and we say that price studies are actually a process of measuring and measuring human nature with numbers. Why is there a mantissa effect? Why is there an integer effect? Why do you say 400 dollars is 399 dollars? The ever-changing existence of a fair and competitive interaction experience the contributions of the past can be divided into economic contributions and social contributions. In fact, in the real society, we tend to calculate the direct contribution of the economy, but ignore the indirect contribution of society. In online games, the value of experience is not actually used to measure your economic value., but to measure your social value. We have shown the game culture of online games, summed up into 16 words, called "the ever-changing, fair and competitive interactive experience." The changeable is the form, is satisfies the individual demand; is the kind of pain, happiness, sadness that we say can be measured in the heart; In this process must be fair competition, must have clear measurement rules and measurement standards; The interactive experience refers to the process of mutual value recognition between individuals and individuals as well as between individuals and organizations. Game culture is the first human nature, emphasizing that people can do anything, but the means of showing individuality is fair, the presentation process is interactive. I have said before: "The film has made the United States, Hollywood culture has achieved the game, the game actually changed China." "Because a generation of young people in the game feel that I want to show their personality, High-tech let each of us have a variety of capabilities, but ultimately falls in the full display of human nature." "The ever-changing, fair competition, interactive experience" can actually affect the future. Now the generation of playing games will become the mainstream of society, they will think that people should speak, everyone is equal, everyone is through their own efforts to grow. Therefore, the network is more sophisticated than the real society, more detailed. This is human nature. How to respect and guide the human nature to be able to play the role of the Organization's individual? How can these human beings be organized and managed in an orderly manner so that they play a role in the organization? I think this is what we should learn in the virtual society, on the Internet. [Next] The form of fun is "bring into the sense" second is fun. When it comes to human nature, we say that ever-changing can touch people's hearts, but what part of the mind should I touch? This is the question we have to think about. You're going to touch his evil part? We say that a lot of movies have ever been made, and that in the end it is always good to conquer evil, but in fact it can also beat good and shoot evil achievers. Online games can also bring a lot of things, but I emphasize here, it brings everyone is fun, its expression is "immersed." This is a "sense of being", why do we cry when we are reading novels and TV? Why do we like to read Wuxia novels? All forms of art ultimately pursue a sense of being. Now a lot of people call the sense of "addiction", I think actually a bit Bans. We only removed the cloth from the emperor's New clothes. We see Jin Yong's novels, why do you like to see Guo Ah? But because Guo is an ordinary person, through the effort can become a warrior. If a person has played a game can have a sense of bringing into the sense of our management design, is a sense of ownership. Both the pursuit of process fun, but also the pursuit of the results of fun, both to win the expected fun, but also to fight for unexpected surprises fun divided into process fun and result fun. Not only to give people the process of fun, but also give people the result of fun. If you only focus on the results, life is meaningless, because knotsThe result is death, but if one cares only about the pleasures of the process and does not value the results, a person will actually have no sense of accomplishment. Fun comes from predictable and unexpected. Unexpected is the surprise, is expected to actually feel very down-to-earth happiness. The mastery of pleasure, for example, 60% of the fun is expected, then 40% of the unexpected is not enough? You may find it too much to be unexpected. What about 70% of the expected, 30% of the unexpected? You may accept it, and feel good about it. This unexpected a bit like the cream on the cake, let a person feel a lot of Ming, but do not let people feel very frustrated. Fun stuff like that we've got a complete set of experiences in the vast user base that has been accurately measured. Harmony is the first to meet the value of the individual, and then meet the value of the enterprise finally I said Harmony. Individuals can show human nature and have fun, and don't forget that they are in the organization at the end. A network game, the reason is more and more, in fact, finally, the Organization's strength, the power of harmony to attract players to live. A person just started to play the game when the picture is fun, but the final inseparable from the game is what? It's not a fun thing, because it's not fun to play after 10 times. Why do online games continue to play? The core problem is because he is inseparable from the inside of the friends, he felt that the game has family, friendship, these put him to sticky. Just like our employees come to the grand job, what do they think of? is a grand famous, grand pay higher than others, or something else, this is called human nature. We must respect this kind of humanity, then how does the human nature finally turn into the harmonious, becomes to the organization advantageous thing? The so-called harmony, summed up in two sentences is "first to meet the value of individuals, followed by the value of enterprises." The first manifestation of harmony is to respect the value of individuality first, then form the common value, the second is to respect the short-term value of the individual first, then form the long-term value of the enterprise. It is this harmonious, short and long term harmony of individuality and commonness that makes online games an unbreakable community. I think this is the philosophy of online game management. Game-type management in the actual organization of the specific use of the game in a number of concepts, and the concept of the real world is one by one corresponding. such as the rules of the game, just like the real society in the enterprise system; The virtual gold coins in the game, like the wages in the real world, the experience in the game, like the experience of people in the real world and so on. How does the employee behavior in the game management apply the game-type management to the enterprise management concretely? I'm going to look at an employee's point of view and see how this employee will behave in a game-managed company. Online games in the play, starting from the first, choose a career, the equivalent of a new employee into the company, Shanda will give him the choice of positions, ranks. Digging the Shell venture capital report, in the grand, there is an evaluation committee, will be based on the staff's work experience assessment level,Once he has identified his position and rank, he will determine the coordinates, and his rights and obligations in this position will be determined. It's like a game where a person of a certain level can send a small ball. The rank clearly tells an employee the skills needed for his or her position, and clearly tells him the difference between the next position and the rights and obligations of the next post. The second step is to tell the employee exactly what his action plan and course of action is, that is, what he can do to reach that level. We put forward the game-style management slogan: A radish a pit, when the company "radish" and "pit" finished, it will not give you additional wages, will not give you additional bonus, is your own processing capital, plus bonuses. Recently, I wrote a letter to the staff, I said: This is the last seven years I decided to pay a raise, in the future no one can decide to give you how much, it is up to you to decide. Game culture in the ever-changing, in the grand embodiment of employees can choose any one you like the job, because personal development is a kind of human nature; game culture in the fair competition in the grand embodiment of the level of staff now how much, the next level how much, are promulgated online, any employee can go to check, Promotions have nothing to do with relationships. We now have two systems, one is the reward system, the other is the growth system. We tell this employee how to go from level 18 to level 19, first he has to be clear about two indicators, one is his bonus, one is his experience value, experience is the core issue of his own bonus. We refer to the game in the practice, the experience of the game is how to come? There are two kinds: commonness and individuality. Common is that everyone can do, is to do a person's job, the job is not wrong to measure, we use the accountability system to measure. For example, if someone is now a PR director, to be promoted to the Assistant President, in a year not to be my accountability, the so-called not to be accountable is his day-to-day public relations work can not be wrong. If he is not accountable, he can add 20,000 points of experience. But he would ask: is there any chance that I can get more experience? He can earn 30,000 points by his creativity. The company will issue a variety of bidding tasks, he can choose to participate in the work he is good at. For example, this year's grand CI system needs to be further improved, our CI system has a total of 50,000 points of experience, he will and public relations, art Department, the arts Department of People to form a group, to recruit this 50,000 points. After 50,000 points, you may give yourself 1200 points. In this way, he had both the expected pleasures and the unexpected pleasures to compete. Experience values can be cumulative, representing measurable past, like 30 players can release a thunderbolt, 50 levels are all over the sky is thunder and lightning. The future is predictable, for example, not when the company issues the project, but when employees discover the company, apply to the company's project committee, create experience values, and proactively look for problems in the workplace, which promotesEnterprise innovation. Employees can get both process fun and result fun at the same time. Staff experience is not until the end of the year to see, through the information system can be seen every day, the individual will feel that every day is very substantial, from their next phase of the goal is near. Complete a task at the same time and have fun with the results. Organizational structure Adjustment We divided the company's organizational structure into two systems: one is the profit center-oriented system, one is to support and management center-oriented system. Profit center It seems like today we have a task, such as to kill a bear, need a warrior, also need a magician, so we organize a team to kill the bear, so as to obtain their own experience value. So the people who are in the profit center have to get the project experience first, what is the reward? is a short-term reward for the main prize. The leader of the profit center will coordinate with technicians, planners, marketers, etc. to complete the project for the profit center. But a technician, if said an engineer in this project is indispensable, he in the development process by a general engineer into a director engineer, who will determine? is determined by a support center composed of engineers. This person's growth 75% is the position experience value, but also has 25% project experience value, thus, this person's goal is very clear. This grand set of things, so that individuals into the organization. Now a lot of people ask me why the grand transition for two years, no new games launched, but, the grand income or maintain a quarterly growth of more than 10%? We give the profit centre an absolute mandate, and the relationship between the Support Center and the profit Center is "regulation" and not "takeover". The Support Center is about service, training, accumulation and innovation. For example, the profit center is busy earning money, it is impossible to think about long-term strategic innovation. The technology center is going to think about what the next generation of online games will perform. How will the game change when the core CPU is 40 cores? Construction of information system any organizational structure will actually have a profit center, management center, but in different business models show different forms. This is because, any organization has a variety of jobs, it is impossible to do all the work of a type of job, as long as there are a variety of jobs, there will be profit center and Support Center. The implementation of the two system of organizational structure, which has a condition is a large number of details can be recorded, the actual implementation will be very troublesome, very cumbersome, this is the 2007-year Grand Why the implementation of the information system is the reason. Shanda first do is "workflow", followed by the knowledge management system, and finally to achieve a goal, that is, all processes and results can be recorded. If in a company, the work of the process and results of the measurement and recording more difficult than the work of the fun, then there is no way to do. So Shanda 2007 completed the construction of the information system. If a lot of work is done by the information system, what does Chen Tianqiao do? It's like the role of market economy, the market economy said not to participate in so many enterprises, the state is doing, the state is the implementation of macro-management and legal supervision. Chen Flyover is now doing is the court and government affairs, no longer to participate in specific things. Shanda initially set up a game-style management of the entire framework, but to achieve this framework, there are a large number of detailed issues. Game-style management philosophy is based on the grand organizational structure adjustment and human growth, which is the essence of fun, human nature we dig is fun, harmony is the greatest pleasure. Game-type management is to start from the human nature, to obtain two kinds of fun, to achieve a harmonious management model. This set of things, ultimately a quantitative management, will actually become an important aspect of future social management. We simply use the concept of game to touch the core of fun to make it clear that it is not easy to be recognized. Any to join the Grand people, as long as play the game, they will say that I play, I am in the virtual society growth. So we are playing a management game. In the end, I think the grand approach actually adds a human and fun coat to the Six Sigma management. Grand Game management Grand Game management borrow "experience value" system record and accumulate employee's growth process and return, will the employee passive luck type development, change for the initiative effort type development. In the game management, the experience value is the core, according to the position nature, the skill request, the task difficulty, the job responsibility and so on the relative index determines an absolute value, uses in the record and adjusts the rank, is each post promotion and the promotion standard. Digging the Shell venture capital report, the experience value of the grand staff is divided into: initial experience Value: the rank and experience value determined by each new employee after entering the company, and the annual starting experience Value: The total experience value of the employee at the end of the assessment year, and also the starting point of the next year's experience value; position experience: in year, At the beginning of the year the company based on each post value, contribution preset position experience value range, employees in the job after a year, after the assessment of the final post experience value. Project experience Value: How much of the project experience value is determined by the value generated by the project itself. According to the project level--------------------------------------Company, business After the project is completed, the experience value of the employee who participates in and completes the project is determined through the assessment. The experience value system gives the staff completely independent design development space, as long as the experience value achieves the corresponding rank standard, the staff can automatically qualify or promote, the promotion: the staff each ascent one rank big category, is called "the promotion". Each post must meet not only the experience value required for the promotion rank, but also the job qualification requirements for the promotion rank. Promotion: Each rank within the scope of large categories, according to the ranks of the different experience values determined range, as long as the experience value can be automatically promoted. Grand established the double ladder development mode, namely Professional post sequence and management post sequence. The former refers to the position of the required professional experience, skills-oriented and set different ranks of major categories, including:Junior, Intermediate, senior, senior, researcher, senior researcher, senior researcher, expert, senior expert, senior expert, chief expert. The latter refers to the post rank not only according to professional experience and skills set, but also requires a certain degree of management capacity, assume management responsibilities. The rank categories include: Supervisor, Deputy Manager, manager, assistant director, Deputy Director, Director, Assistant President, Vice President, Senior vice President, Senior vice President, CEO, CEO. Shanda employees have Professional post ranks, the ranks of large categories in principle, there is no quota or the establishment of restrictions, and the management of the job sequence and departments closely related to the organizational structure and the extent of management, there are constraints.