豐沛華 胡 博

[摘要] 企業(yè)的發(fā)展離不開社會,離不開自身的努力,我們在學(xué)習(xí)英語的同時,要深化這兩方面的認(rèn)識。圍繞企業(yè)發(fā)展戰(zhàn)略,在社會責(zé)任和企業(yè)發(fā)展思路上下功夫。

[關(guān)鍵詞] 企業(yè) 社會 戰(zhàn)略

企業(yè)的發(fā)展離不開社會,離不開自身的努力,我們在學(xué)習(xí)英語的同時,要深化這兩方面的認(rèn)識。

一、共同的社會準(zhǔn)則

1.環(huán)保意識

注重環(huán)保,節(jié)能節(jié)水節(jié)電節(jié)省資源是當(dāng)代主題。

蒂莫西?皮克林博士指出,人們致富不一定要——竭澤而漁。

Dr Timothy Pickering:They dont have to make huge profits to have a big impact on empty pockets. 2009 08 52(淺顏色)。

2.公平公正

有正義感、有公德心,公正平等是企業(yè)公司立足社會的又一塊基石。

小小的利茲-莫雷利(Leeds-Morelli)事務(wù)所的合伙人布朗說:“我可以把我們的協(xié)議和接案記錄向(美國)國內(nèi)任何一家民事律師事務(wù)所公開。”(參:Suing the Street起訴華爾街 070871)。

I put our settlements and track record up there with any civil rights law firm in the country.

3.注重感覺

我們知道消費(fèi)者在變,他們的期望也在變。

We know the consumer is changing and expectations are changing.(Prime-Time Peddling兜售黃金廣告時間 071051)。

隨著收入的提高,人們的生活時尚是:美國公民注重精神享受,物質(zhì)欲望相對較弱——

多在餐廳、娛樂、旅行和健身,無趣于冷藏(居家獨(dú)釣)、滾珠軸承(機(jī)械)、藍(lán)色牛仔(搖滾)和汽車(飆車)。

As incomes go up,Americans spend a greater proportion on intangibles and relatively less on goods.

We spend too much of our income on restaurant meals,entertainment,travel and health care and not enough

on refrigerators,ball bearings,blue jeans and cars.

(參:In New Age Economics,Its More about the Experience than about Just Owing Stuff07116364)。

通用汽車的布倫特?迪瓦爾:只要車夠酷,車主不會太在意車的耗油。

GMs Brent Dewar:As long as the cars are cool and the gas gauge falls gently,consumers probably wont complain. 080151。

二、獨(dú)特的企業(yè)思路

1.開拓進(jìn)取

企業(yè)公司發(fā)展不外乎:開發(fā)產(chǎn)品、技術(shù)創(chuàng)新,占領(lǐng)(海外)市場,收購兼并其他(外國)公司等。

大規(guī)模改變游戲規(guī)則的創(chuàng)新,在開始時會讓人覺得不可思議。豐田公司勇敢地面對懷疑的態(tài)度——最終如愿以償?！?000年,我們在美國推出普銳斯時,一加侖汽油1.30美元,” 豐田公司渡邊捷昭回憶說當(dāng)年,“許多觀察家懷疑美國人會買這種省油低排放的車?！彪m然本田第一個向市場推出混合燃料車型,但豐田公司最成功,迄今為止,已售180萬輛普銳斯轎車。

A big,game-changing innovation can seem silly at first. Toyota (TM) (No. 3 on the global list and No. 5 in the U.S.) has weathered such skepticism - and ended up in front of the pack. “Gasoline cost only about $1.30 a gallon when we launched the Prius in the U.S. in 2000,"recalls Toyota president Katsuaki Watanabe. "A lot of observers questioned whether Americans would buy a car whose main selling points were fuel economy and low emissions."Although Honda (No. 18 on the global list) was the first to market with a hybrid, Toyota has had the most success, selling 1.8 million Priuses to date.091132。

“一家印度鋼鐵公司——塔塔鋼鐵集團(tuán)現(xiàn)在具有全球規(guī)模,足跡已抵達(dá)歐洲?！崩?塔塔說,“塔塔達(dá)到年產(chǎn)1900萬噸的規(guī)模原本是需要幾年的?！彼f,如今(一切OK)——康力斯高層管理者繼續(xù)在公司效力。

“Tata Steel,an Indian steel company,now has global scale and a footprint in Europe,”Ratan Tata said.

“It would have taken several years for Tata to build 19-million-ton capacity.”Senior management of Corus will remain with the company,he said.( Indias Tata Set to Snap up Corus 印度塔塔搶購英國康力斯 071251)。

2.個人魅力

公司總裁和管理高層的影響力極其重要。穆拉利作為總裁的能力,他個人非凡的領(lǐng)導(dǎo)能力和強(qiáng)健風(fēng)格,是福特公司所需。

The chief attribute Mr Mulally brings is his strength as a corporate chief.

His combination of charisma and toughness could be precisely what Ford needs.

3.品牌戰(zhàn)略

店家靠招牌,公司廠家靠品牌。品牌發(fā)展戰(zhàn)略各顯其能。

任天堂:敢于追隨新潮人群;

奧迪:制定并堅守計劃;

惠普:挑戰(zhàn)現(xiàn)狀;

巴寶莉:厘清過去,抓住未來;

花旗:做大規(guī)模同時深入本土。

Nintendo:Daring to go after a new crowd

Audi:Hatching a plan and sticking to it

Hewlett—Packard:Challenging the status quo

Burberry:Mining the past to seize the future

Citi:Staying big but going local 080945-51。

參考文獻(xiàn):

[1]Anne Fisher.The Worlds Most Admired Company.

[2]David Kiley.Best Global Brands.