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    瞧这网 » 创业频道 » 创业指南 » 正文

    为什么创业的成功率那么低

    创业资讯 - 创业指南 - 创业政策 - 投资理财 - 连锁加盟 - 创业计划书

      一、环境分析是企业或者创业成功的基础
      马云去了一次美国,发现了“互联网”这个新技术,马上一个猛子扎了进去;蔡崇信给他带来了MBA的智慧,一起成就了今天的阿里巴巴。
      环顾任何成功的商界人士,都曾经有一个共同的起点:敏感到某个环境的变化并抓住机会,迅速行动。
      环境分析就是我们MBA3.0的起点,也是创业成功的起点。
      环境无处不在,环境分析才是发现机会的钥匙。什么是环境分析?这是我们MBA3.0战略管理中要研究的基本问题及基础。
      从这次马上要考试的《战略管理》课程的角度,环境分析包括外部环境分析和内部环境分析等,外部环境分析包括一般环境分析和产业环境分析及其战略集团、波特五力、壁垒、利益相关者等等的分析。而一般环境分析的目的,主要是发现并抓住机会。产业环境分析的主要目的是找到自己的定位及切入点。抓住了就是动力,抓不住就可能是威胁,就为成功创业留下了隐患。这些因素又不断在改变,顺之,则兴、则发;逆之,则衰、则亡。
      一般环境分析,就是PESTN分析,就是政治、经济、科技、社会文化、自然等等。其中的任何一个方面都存在机会,对我们的事业带来影响;它们的变化或者变化的趋势,都可能成为机会或者威胁;角度、立场非常重要;即使是威胁,换一个角度就是新的机会。显然,被动的对待威胁,并不会给我们带来更多的收益,就是失败的开始。在威胁中去寻找或者定位新的机会,有可能化危为机;机会与威胁是双刃剑。创业也是如此。
      马云从科技的变化中首先发现了互联网带来的新机会;现在看,几乎所有成功的人都是从中国的改革开放及经济发展中发现并抓住了机会;甚至,过去的诸葛亮的”火烧连营“、”草船借箭”等等也是环境给了机会……甚至,所有的成功人士都不例外;环境变化就是事业的机会和企业成功的起点;意味着企业需要不断适应环境的变化。
      也许,人与人之间本来都差不多,不同的就是这些微小之处,对环境变化的不同态度和不同认识。有没有看到其中可能存在的机会并抓住之。说到底就是管理问题,包括管理环境、管理自己、管理目标与预期等等。
      一般环境有几个明显的特点,就是非歧视性、可预测性及动态性(或非持续性)。即使贸易摩擦,威胁是大家的、公平的、非歧视性、非持续性的。国家鼓励创业,是创业的机会,大家都去创业,又带来了竞争的威胁。威胁并不代表放弃机会,而是如何去找到自己的定位,发掘更大的吸引力,创造机会;创新成为非常现实的问题。
      现在市场经济高度发达,传统商业领域已经拥挤不堪,要素成本不断上涨,特别是人力资源的特性也在不断的发生变化,甚至传统的劳动力也开始变得稀缺。聪明人、有钱人、拼命的人多如牛毛,管理也越来越复杂。去发现机会,管理或利用好机会就很重要。
      如果把商业领域比作“苹果林

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