Mhando nzira mubhizimisi. Types uye Enterprise kukura nzira

Chinhu chikuru chezvinonhuwira chero utariri kwacho - nzira. Mukati framework iyi kunoonekwa sechinhu refu zvikuru hwakadzama chokuita kukura kambani (zvikurukuru, nzira chokuita kukura, nezvimiro uye achishandisa kwayakaita, dzomunyika hukama pakati vechikamu ose ezvinhu, zvakasimba kuti nzvimbo pachinhu zvakatipoteredza).

Nokuti mukuru zvijeke, vanofanira kusiyanisa pfungwa dzakadai nezvinangwa uye zano pamusoro sangano: wokutanga zvinoratidza zvinotarisirwa kuguma pfungwa, apo wechipiri - uye sei kuita izvozvo nenzira simba Kukwikwidzana kunoita.

In rwakafara nemashoko, nzira - yakarongwa chekambani mukuru nezvaaiita kutevera kuti kuguma kwenguva kuti aida zvinangwa.

Chii chiri kusangana utungamiriri mu urongwa hwekutsanangura zvinobudirira nzira?

Pakutanga Danho zvakafanira kuwana mhinduro dzemibvunzo mikuru mitatu pamusoro nzvimbo sangano pamisika, zvinoti:

1. Ibasa rorudzii ngaanyarare?
2. Izvo zvinofanira kupiwa zvakawanda nezvayo?
3. Izvo mabhizimisi vanofanira kutarisa.

Siyana mazano kuna M. Porter

Professor rinotaura nzvimbo huru nhatu Kugadzirwa maitiro inzira wekambani mumusika:

1. Hutungamiri mu kurerutsa kugadzirwa mari. Izvi mhando kunoratidzwa ndechokuti kambani kunoderedza mari inoshandiswa, kutengeswa mishonga kushoma, zvichiguma achiva hombe musika mugove hama kuti vakwikwidzi ayo.

Mamirire zviri makambani kuti kushandisa ichi mhando nzira:

• yakakwirira yakati sandara okuwana, wedzerai;
• Michina kukura uye ouinjiniya magadzirirwo chawo;
• nyanya Kuparadzirwa chigadzirwa hurongwa;
• Chiber yokutengesa.

2. Specialization okuwana. Inozivikanwa nokuda homogeneity acho uye chigadzirwa, kushandiswa dzinokosha michina uye unyanzvi vashandi. Zvazvakaita - vatengi kutenga zvibereko yakasimba kunyange nemutengo kwirirei.

Chirwere ichi yemakambani kuti musimboti uyu zvinotevera nzira:

• yakakura zvinogona yokutsvakurudza uye kukura;
• zvikuru vanonyatsokwanisa vagadziri;
• Unhu kudzora zvinhu;
• inoshanda yokutengesa hurongwa.

3. Isa munhu yoga kumusika chidimbu. The kambani rinonyanya kwete pamisika yose, asi chete kune mumwe boka yevatengi. In ichi ezvinhu, unogona kuitwa kana kupfuura specialization gwara, kana kurerutsa, kana vaviri, zvose. The peculiarity kwaiita nzira - ritaure zvinodiwa kwete chete pamusika uye kubaya boka vatengi.

The pamusoro mhando yemakwikwi nzira kubvumira kugadzirisa chikuru dambudziko nokuda makambani akawanda kuti awane mukana pamusoro zvakananga vakwikwidzi. Vanobatsirawo kuona chaizvoizvo sei izvi zvinogona kuitwa.

The Mhando dzebhizimisi kukura nzira

Vaya akasimbisa pachavo vari kudzidzira, dzinonzi dzinokosha. In pavo pane ina dzakasiyana nzira pamusoro kukura wekambani, chokuita nokuchinja mune inokosha ezvinhu mumwe (kana akawanda panguva imwe chete) okunze, dzakadai musika nzvimbo boka mukati indasitiri, chigadzirwa, bhizimisi, ano. Mumwe nomumwe yenhengo izvi zvinogona kuve mumwe maviri inoti: magetsi kana vangasimudzira itsva.

Mhando hwevakuru boka rokutanga - the kuramba kukura nzira (ukama nokuchinja kumusika chigadzirwa, kana zvose kamwechete). Zvichitevera izvi, makambani vachiedza kunatsiridza kugadzirwa chigadzirwa kana kuita imwe itsva, apo akasara yekare indasitiri.

Kana musika Kuonekwa, pane masangano vanotsvaka mikana kuvandudzika zviri kuitika mumusika.

wokutanga boka nzira

Pano rakakamurwa zvitatu mhando:

1. Strategy kusimbisa nzvimbo pamisika (kambani iri kuisa pfungwa yokutengesa, pakutevedzera chinjikira kusangana - kudzorwa pamusoro makwikwi).
2. Nzira okukura ari musika (kutsvaga kumisika itsva kugadzirwa chigadzirwa).
3. Kukura zano iri kare kugadzirwa chigadzirwa (yezwi kugadzirwa chigadzirwa vangasimudzira chitsva pasi yakare romugove chiteshi).

Boka nzira rechipiri

Nhangaruvazhe - pakuwedzera boka kuburikidza accession pezvivako zvitsva. Mhando nzira muboka iri dzinonzi mabhizimisi nzira kuti Integrated kukura. Makambani kushandisa kwavari ezvinhu umo bhizimisi ravakwa kugadzikana, uye hazvibviri kutevera boka rokutanga pamusoro apa. Panyaya iyi, iyo Integrated kukura hakutadzisi refu zvinangwa kambani. Inogona kubudirira kuburikidza kuzviwanira chepfuma, uyewo pakuwedzera mukati.

Integrated kukura nzira

Vanosanganisira marudzi anotevera mitemo:

1. Shure mira kusangana (kukura boka kuburikidza pakatanga kana nokusimbaradza huripo kudzora bhizimisi zvose, kusikwa wandei subsidiaries romugove).
2. Forward-richisvika wehunyambiri kusangana (ikure sangano kubudikidza nhanganyaya kana unosimbisa kuti zviripo zvichiongororwa pamiviri yavo kuraswa nokuparadzirwa mugadziriro, okutengesa). Iyi mhando unoshanda mukati chiitiko munhu chinokosha Kuwedzera Mediation mabasa kana kushaikwa pamusoro-notch vanozoshanda.

The boka rechitatu

nzira iyi hwakasiyana-siyana kukura. Kushandiswa, kana kambani haachagoni kuramba kuva musika ayo, nenhumbi dzayo chigadzirwa uye mukati indasitiri.

Mhando nzira muboka iri ndeinotevera:

1. Zvakatinakira diversification (kuwana uye kushandisa imwe vanokwanisa kweShanduro itsva zvigadzirwa, pamwe kuvapo nechepakati zvepamusoro mumabhizimisi yekare).
2. Horizontal diversification (kutsvaka kambani rinokosha kukura mikana huripo misika kuburikidza chigadzirwa idzva, imwe nzira inodiwa kugadzirwa icho). Pano, sangano vanofanira kuisa achinyanya pagadzirwe yemazuva ano akazvimirira zvinogadzirwa kuti vaigona kushandisa huripo vanokwanisa wekambani, somuenzaniso, munzvimbo rive. Nokuti chokuti chigadzirwa itsva nechinangwa chipfuro chidimbu vatana (chinoumba), ndicho Qualitative unhu vanofanira kuita concomitant kare kugadzirwa zvigadzirwa. An ezvinhu chinokosha - a rokutanga tinyatsonzwisisa sangano pachake kugona pachinhu pakuburitswa ane chigadzirwa itsva.
3. Conglomerate diversification (pakuwedzera boka kuburikidza itsva zvigadzirwa mukati undeveloped Kuparadzirwa hurongwa). Zvinofungidzirwa kuti ichi ndicho chimwe chezvinhu zvakaoma panyaya Implementation okukura mazano nokuti kuti ayo ibudirire Implementation inotsamira zvinhu yakawanda: kugona yevashandi, musika seasonality, chokudzidzisa mamaneja, Kuwanikwa zvaida guru, uye vamwe.

Mhando nzira yacho zvebhizimisi utariri pamwero

The pamwero mukuru sangano pamwe divisional marongerwo mhando kazhinji ane nhanho nhatu mikuru zvine urongwa sarudzo:

• zvebhizimisi;
• chepamusoro;
• dzichipfekeka.

Nemamwe mashoko, kwakadai nzira kuguma vakarongeka Implementation izvo zvinogona kuwanikwa chete kana zvavo pedyo kudyidzana. Mumwe yoga rukoko anoumba rimwe mitemo zvakatipoteredza hwakazotevera (inokosha zano nechepazasi Danho iri zvakananga novimba kuitwa dzakakwirira mazano).

nhanho nhatu mikuru zvine urongwa sarudzo

Nzira yokutanga (chepamusoro, Portfolio) rinotsanangura vakawanda kutungamirirwa nekambani kukura, kukura mabasa ayo romugove-divi constraints. Zvinoratidza nzira kuzadzisa kuenzanisa kwenhumbi uye mabasa kuburikidza nomazvo utariri dzakasiyana marudzi mumabhizimisi. Strategic zvisarudzo panguva ino pamwero anozivikanwa zvikuru kunzwisisa kwakapiwa kuti chokuita sangano rose.

The yemakambani zano chinosanganisira zvinotevera:

• zvekuvaka yavaive inobva Portfolio kuongorora pakati nhengo mabhizimisi dzakabatana;
• diversification okuwana senzira yokuderedza mukana zveupfumi njodzi uye kuwana Mubatanidzwa;
• Kuchinja chepamusoro mamiriro;
• batanidzo, kuunganidza uye kupinda kusangana mamiriro akadai PPG;
• universalization nzira dzinokosha pfungwa dzakabatana.

zvisarudzo zvinokosha zvakaitwa ichi sandara, - the Implementation mishonga yemari kana bhizimisi zviumbu bedzi pamusoro budgetary hwaro.

Mhando zvebhizimisi nzira utariri pamwero kunewo bhizimisi nzira (bhizimisi), iyo inopa-refu makwikwi kushandisa hupfumi chikwata. Zvinonzi mudzidziso, sezvo mutemo, mumabhizimisi urongwa uye zvinoratidza chokwadi pamusoro zvebhizimisi kukwikwidzana mune imwe chigadzirwa musika (chipfuro chidimbu, Pricing kumusika gwara, yemakwikwi mikana, uye vamwe.). Panyaya iyi, zviri kutaurwa, rinodonongodza mhando zvemakwikwi nzira. For nemasangano kuita rimwe basa, yemakambani nzira akafanana kuti bhizimisi.

Functional nzira dzinokudziridzwa uye dzichipfekeka mabasa nokuda mumadhipatimendi kambani kukurukurwa pamusoro (zvemari, maindasitiri, zvokudya, yokutengesa nzira , uye vamwe.). Chinangwa chavo - pabasa kuparadzira zvinhu (dhipatimendi), kutsvaka unhu weboka dzichipfekeka dzakabatana dziri hombe nzira. Muenzaniso mukati yokutengesa dhipatimendi - kuisa pfungwa kutsvaka nzira kuwedzera rokutengesa mavhoriyamu zvichienzaniswa yapfuura nguva.

Itsva nzira: kurapwa, mhando

It muenzaniso zvakasimba maitiro mune zvimwe pamusika ezvinhu. nzira iyi - mumwe nesangano utariri Ezvemutauro. Pachishandiswa maitiro zvinhu uye kugutsikana, zvinotevera mhando utsanzi nzira:

- basa:

a) muzvigadzirwa hutungamiri (kukura rutsva mhando chigadzirwa uye zvigadzirwa, mari iri R & D, yepamusoro utariri yokutevedzera, kunyange mumamiriro ezvinhu ane ngozi);

b) kutevera mutungamiri (kushandiswa michina yakatanga nevamwe nemakambani);

c) kumusoro (pahwaro sangano okuwana akatengwa kubva mutungamiri kana yokuvaka rezinesi);

g) nokuvimba (vachitevedzera mumwe chigadzirwa itsva).

- pusa.

Itsva nzira inogona Classified maererano pakafunuka;

• kukanganiswa munhu niche;
• nangananga pamusika chaicho;
• zvainanga pamisika akawanda;

On zviri zvinotevera mhando utsanzi nzira:

• Michina;
• mashoko pezvakaitwa;
• utariri womuenzaniso;
• kuchinja kwetsika.

The pokutangira - basa (Pfungwa yacho pfungwa, nokuti iyo kambani akasikwa). On hwaro ichi akakurukura zvinonyatsorehwa nzira wekambani.

Zvose pamusoro mhando itsva nzira vane zvinotevera kutanga danho:

• tinyatsonzwisisa matsva kwokunze ezvinhu wekambani;
• maitiro zviri dzomunyika kwezvakatipoteredza (zvekushandisa, zvesayenzi, nzira itsva dzokuita uye said.).

Mhando Marketing nzira

Vanogona Classified maererano zvinotevera:

1. Panyaya kutsanangurwa mumusika:

• kukunda zano (itsva chigadzirwa kukura, mutengi chido, dzichiri nzvimbo itsva zvigadzirwa vekare, rakawanda);
• kuwedzera nzira (kuwedzera mukurima vhoriyamu, kukunda itsva musika zvikamu);
• monopolization of chidimbu (kutsvaka chipfuro mapoka mutengi, apo pasina makwikwi, nokuumba chigadzirwa itsva kwavari, mutengi chido mune zvekutepfenyura ichi);
• chengetedzo kwayo musika mugove zvose chipfuro zvikamu (ari kusimudzira zvakakwana siyana yakakodzera mhando kwenhumbi).

2. Sezvo chinokosha chokufunga, izvo zvinoita kudiwa, zvinotevera mhando Marketing nzira:

• nhumbi soro kudiwa (Kumikidzo pagadzirwe runodiwa ruzhinji nevatengi nhumbi pasina nezvomunhu nhengo boka);
• yepamusoro zvigadzirwa (kumikidzo kunonyanyisa zvichibvira pakati zvinopiswa mumusika zvibereko kunaka chigadzirwa);
• mutengo pamwero (mutengo mutemo pamusoro chigadzirwa, riri kuwanika kupfuura);
• Innovation (nokuumba chigadzirwa asina analogues);
• mutengi kuvimbika (muganhu - zvizere waguta zvinodiwa zviripo vatengi);
• pashure-okutengesa basa (kumikidzo pashure-rokutengesa-basa);
• mamwe mari vanobatsirwa (chikwereti hurongwa discounts, bonuses, mubhadharo nokuda Yakabudiswa).

3. Maererano mwero kukura yokutengesa gwara vari zvinotevera nzira:

• kwadzakabva kuti vade (tsvakurudzo musika, tsanangudzo mutengi kudiwa, kutanga chigadzirwa rinonangana nezvinodiwa);
• kusika kudiwa (paumbwe pfungwa nhumbi, ayo kukura, kusimudzira zvinodiwa vatengi vari akasika chigadzirwa).

4. Achipindura pamusika ano kurongedza zvinotevera mhando dzebhizimisi nzira (Marketing):

• achichinja kune ziendamberi kuchinja (anogona kuongorora mamiriro kumusika uye nokukurumidza apindure kuchinja it);
• kushurudzira (Pachine kushanduka pahwaro gadziriro yacho kushurudzira).

5. Achipindura simba rinomutsa vana yokutengesa nzira vakakamura musika ezvinhu seizvi:

• kwadzakabva okuwana (rutapudzo kana kuwedzera zvakavakirwa nokuchinja nevatengi kudiwa mu goho);
• Range Change (kuvandudzika pamusoro chigadzirwa chayo dzakasiyana, nadzurudzo, pakusikwa Sevamiririri);
• mutengo Change (kwadzakabva kuti Pricing policies);
• kuchinja rokutengesa migero (kushandisa dzakasiyana-siyana rokutengesa).

6. chokuita chigadzirwa Vanzveri kuti kutaridzwa zvinotevera mhando kambani nzira (Marketing):

• utsanzi (kusika munhu chigadzirwa idzva, Kambani kuzvipira eutungamiri ari akakodzera pamusika);
• "Nzvimbo Second" (kutevera mutungamiri);
• uvandudze pakati yemakwikwi zvigadzirwa (Kunadzurudzwa kana Shanduro zvakanakira yemakwikwi zvigadzirwa nokuda kwayo mukwanisi).

Vashandi nzira: tsananguro, mhando

Ndiko kutanga utungamiriri chokutanga uye nzira inobudirira zvikuru chiito ekubatsira kuzadzisa zvinangwa refu yakadai kusikwa zvikuru unyanzvi, pedyo-ruka, mutoro mudonzvo, akapa boka raivapo inokosha zvebasa wekambani yacho uye kuita.

It vakasarudza govera zvinotevera mhando muchiuto nzira:

• Entrepreneurship;
• simba kukura;
• profitability;
• liquidation;
• kutenderera.

Maererano dzakawanda vaikudzwa makambani, vanhu zvinhu nzira - chikamu chenyaya hombe zvoupfumi, uyewo migumisiro Kuronga remapazi-refu.

Achiratidza, zvinokosha kuti tiyeuke kuti huru mhando yemakwikwi nzira - mutungamiriri mumunda mutengo huve uye Kusiyanisa.