立足社会,发展企业

丰沛华 胡 博

[摘要] 企业的发展离不开社会,离不开自身的努力,我们在学习英语的同时,要深化这两方面的认识。围绕企业发展战略,在社会责任和企业发展思路上下功夫。

[关键词] 企业 社会 战略

企业的发展离不开社会,离不开自身的努力,我们在学习英语的同时,要深化这两方面的认识。

一、共同的社会准则

1.环保意识

注重环保,节能节水节电节省资源是当代主题。

蒂莫西•皮克林博士指出,人们致富不一定要——竭泽而渔。

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

2.公平公正

有正义感、有公德心,公正平等是企业公司立足社会的又一块基石。

小小的利兹-莫雷利(Leeds-Morelli)事务所的合伙人布朗说:“我可以把我们的协议和接案记录向(美国)国内任何一家民事律师事务所公开。”(参:Suing the Street起诉华尔街 070871)。

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

3.注重感觉

我们知道消费者在变,他们的期望也在变。

We know the consumer is changing and expectations are changing.(Prime-Time Peddling兜售黄金广告时间 071051)。

随着收入的提高,人们的生活时尚是:美国公民注重精神享受,物质欲望相对较弱——

多在餐厅、娱乐、旅行和健身,无趣于冷藏(居家独钓)、滚珠轴承(机械)、蓝色牛仔(摇滚)和汽车(飙车)。

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.

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

通用汽车的布伦特•迪瓦尔:只要车够酷,车主不会太在意车的耗油。

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

二、独特的企业思路

1.开拓进取

企业公司发展不外乎:开发产品、技术创新,占领(海外)市场,收购兼并其他(外国)公司等。

大规模改变游戏规则的创新,在开始时会让人觉得不可思议。丰田公司勇敢地面对怀疑的态度——最终如愿以偿。“2000年,我们在美国推出普锐斯时,一加仑汽油1.30美元,” 丰田公司渡边捷昭回忆说当年,“许多观察家怀疑美国人会买这种省油低排放的车。”虽然本田第一个向市场推出混合燃料车型,但丰田公司最成功,迄今为止,已售180万辆普锐斯轿车。

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。

“一家印度钢铁公司——塔塔钢铁集团现在具有全球规模,足迹已抵达欧洲。”拉丹•塔塔说,“塔塔达到年产1900万吨的规模原本是需要几年的。”他说,如今(一切OK)——康力斯高层管理者继续在公司效力。

“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 印度塔塔抢购英国康力斯 071251)。

2.个人魅力

公司总裁和管理高层的影响力极其重要。穆拉利作为总裁的能力,他个人非凡的领导能力和强健风格,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.品牌战略

店家靠招牌,公司厂家靠品牌。品牌发展战略各显其能。

任天堂:敢于追随新潮人群;

奥迪:制定并坚守计划;

惠普:挑战现状;

巴宝莉:厘清过去,抓住未来;

花旗:做大规模同时深入本土。

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。

参考文献:

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

[2]David Kiley.Best Global Brands.