Zong Ning: Starting from four stages of enterprise development

Recently saw a very good http://www.aliyun.com/zixun/aggregation/7920.html "> Enterprise Development Stage Theory, more accurately describes several stages of enterprise development, do a little analysis and interpretation, Hope that the entrepreneurial people have a little inspiration, so as to enhance their own business strategy, and accurately find their own development path.

For enterprise development, there are four stages, the first stage, is the technology promotion stage, the second is the brand promotion stage, the third is the management promotion stage, the fourth is the merger promotion stage.

In the first stage, the main market barriers are technology, technology is better, cheaper, more efficient, easier to occupy the market, this phase of the relatively blue ocean and immature market, the competition is more full but strong opponents, need to rely on technology and price barriers to establish their own competitive advantage to occupy the market. and the overall gross margin to be based on their own technology to determine the level of leadership.

The second stage, the brand promotion stage, the market has been relatively mature, began to appear big Enterprise brand, this time, the brand will become an important driving force for enterprise development. And more gross margin, comes from the brand premium. Because a competitive market, there is very little information asymmetry, the price is relatively transparent. Brand things naturally expensive some, gross margin is also higher, and market occupancy will be relatively high.

The third stage, the management promotion phase. This phase, the leading advantage of large enterprises is more obvious, the industry profit rate tends to be stable, in the case of not carrying out new business, the improvement of management level and the decrease of management cost will become the main profit increase point, and the improvement of management level has paved the way for higher level development of enterprise. This time, there may be a listing, such as the choice.

The fourth phase, the merger promotion phase. The entire enterprise has formed the scale, the organization starts gradually to be rigid, maintains the market position to be more important than opens up the new share, the entire company's development also tends to be conservative. In their own or mergers and acquisitions of competitors, often choose the latter, through the continuous mergers and acquisitions of enterprises, to expand their leading position, to increase their new market share.

These four stages, in fact, more clearly explain the focus of the enterprise at each stage. In the technical promotion phase, strong grasp management may be thankless, and in the brand promotion phase, focus on technology research and development, may be as much as possible. And from the perspective of entrepreneurship, in advance of the layout, there must be a certain forward-looking.

First of all, in the start-up phase, whether there are their own technical advantages and barriers-----This contains a number of factors such as technical team funds, whether the market is still relatively new, are required to consider the problem, which also determines their early profitability and development level. If there is only price advantage, then this development may not be too promising, even if the earlier life, in the next step of development, there will be a great bottleneck limit.

In the brand preparation phase, early development period, we must pay attention to the establishment and positioning of the brand, although this stage, the brand is not the core competitiveness, but each business, are conducive to the establishment of the brand, so adhere to, even in a certain period, did not make too much money, but the establishment of a relatively good brand, It has its own connotation and communication ability, but also can not quantify the wealth. There is a brand to adhere to, it is likely to usher in a day of big customers and the overall outbreak. Without the consideration of brand building, it may be developed all the time, just a subcontractor. Here to say is that the formation of the brand must have cultural characteristics and conform to industry characteristics and corporate culture, can not arbitrarily take a first use, otherwise, after the big, will face a lot of bottlenecks and restrictions, leading to their own development limited. And almost all large enterprises in the internationalization of time, will change their logo design, which also explains the importance of the brand.

For the start-up enterprise, management is not as important as incentives, entrepreneurial enterprises to emphasize the vitality, and large enterprises will emphasize management. Emphasis on the role of management is mainly to save costs, while ensuring the standardization of organizations, and these for small enterprises, are not the core. The core problem of the entrepreneur is the incentive and the market, the motivation is the morale of the employees, the market is naturally naked money. If the incentive is in place, employees will consciously work hard, this atmosphere and effect, is not required to commute time, such as clocking, can be achieved.

Mergers and acquisitions may be a lot of companies can not do it for a while, but you may consider being merged, which is a good way for the rapid development of enterprises. The condition of mergers and acquisitions is that you have a huge or absolute advantage in a certain area, and you can also consider seeking mergers and acquisitions without having to cling to your own shares while competing with a Big Mac competitor. Sometimes, the bottleneck of the breakthrough will allow you to move to a new level, as you are not the boss, just job, not the core of business.