【Practical training project 1】

Trampling newspaper

【Task object】

Help students to experience the connotation of team spirit in the game.

【Task content】

(1) Prepare a newspaper for each group.

(2) The group members put the newspaper on the classroom space and ask all the group members to step on the newspaper.

【Task requirement】

(1) The group leader put the prepared newspaper in the middle of the group and presided over the game.

(2) Before the game starts, discuss how to step on the newspaper.

(3) Group members can step on the newspaper in any way, requiring all members of the group to step on the newspaper.

(4)  During the game, it is required to save the game process by means of photos or videos.

(5)  Adhere to 5 seconds, that is, the challenge is successful, you can fold the newspaper in half, and then challenge.

(6) The smallest newspaper that can accommodate all team members can become an excellent team and get bonus points. If newspapers are of the same size, the longer they last is the better.

(7) The game time is 30 minutes.

【Task organization】

Table6-1    Step on the newspaper task organization list

【Task evaluation】

Table 6-2      Step on the newspaper task evaluation form

Qingdao beer

An employee of Tsingtao Brewery went to the supermarket to buy something. He saw some bottles of beer with scratches on the label on the shelf. He felt particularly conspicuous, so he moved them to the back of the shelf.

In Qingdao, a case of Tsingtao beer is given to the employee every month. The employee is not short of liquor at all. Although the shopping mall staff is careless, he is willing to buy it, so as not to let Tsingtao beer leave scars in the hearts of consumers.

Yellow bee

Someone once did an experiment, put seven or eight wasps into a small sealed wooden box at the same time, a few days later, it was opened, found that the four walls of the wooden box, there are seven or eight holes, each hole has a dead wasp.And these little holes, the shallowest of them, are more than half the thickness of the board. 

That is to say, as long as these hornets can unite and cooperate in a critical moment, each one is in the same position to take turns to drill up a section, so completely can easily break the wooden box, turn the danger into safety, out of despair.But unfortunately, they are only trying to escape each other, and finally all died.  

[inspired]

The number of successful and unsuccessful enterprise cases repeatedly proved that an enterprise to sustainable development, invincible, there is no corporate culture of unity and endeavour, there is no team spirit is absolutely not.Especially at the critical moment of enterprise life and death, unity is an important guarantee to get out of the predicament. 

Full of vitality and fighting team spirit, which is the dream of any collective.The enterprise has the team spirit is to have the core competitiveness, with the modern market competition in the invincible strategic advantage, can make up for such as capital, technology and other aspects of the shortage.If a collective has the team spirit, the group is bound to be a combative and cohesive collective.

The butterfly effect

In December 1979, Lorenz suggested in a lecture to the American Association for the Advancement of Science in Washington that a butterfly flapping its wings in Brazil could cause a tornado in Texas.His speech and conclusion were extremely impressive.Since then, the so-called butterfly effect has spread like wildfire. 

The butterfly effect is fascinating, exciting and thought-provoking not only because of its bold imagination and charming aesthetic color, but also because of its profound scientific connotation and inherent philosophical charm. 

From a scientific point of view, the "butterfly effect" reflects an important feature of chaotic motion: the sensitive dependence of the long-term behavior of the system on initial conditions. 

The traditional view of classical dynamics holds that the long-term behavior of the system is insensitive to the initial conditions, that is, small changes in the initial conditions will make a very small difference to the future state.Chaos theory challenges the traditional view.Chaos theory holds that in a chaotic system, a very small change in initial conditions will make a very large difference in its future state through continuous amplification.We can use a folk song circulating in the West as a graphic illustration of this.The ballad says:

A nail missing, a shoe broken; 

A broken shoe, a broken horse; 

Broke a horse, wounded a knight; 

Wounded a knight and lost a battle; 

Lost a battle and an empire. 

[Case Analysis]

Whether a nail in a horseshoe is missing is a very small change in initial conditions, but its "long-term" effect is the fundamental difference between the survival and death of an empire.This is known in military and political circles as the "butterfly effect". 

It's kind of weird, but it can do that.As a wise leader, it is too late to realize that even the smallest things can cause the group to fall apart. 

A drawbridge across a deep valley often begins with a small stone tied to a string.

The tiger does not necessarily go back to the mountain

In the biography of Hou Yuan in the Book of Wei, Hou Yuan, the grand commander of the Northern Wei, led seven hundred cavalry to attack Han Lou, general of Gerong's department, who had tens of thousands of troops.He went into the enemy's hinterland alone, with a strong spirit, more than 100 miles away from hanlou headquarters, hanlou's army of more than 5,000 men was defeated at a stroke, but also captured many prisoners.Hou Yuan did not capture when the "burden" back, but they put, but also captured immediately food rations and other things are sent back to them.All of Hou Yuan's generals urged him not to let the tiger return to the mountain, so as not to increase the enemy's strength.Hou Yuan to the side of the soldiers explained: "our army only seven hundred horses, the force is very thin, the enemy is outnumbered, in any case can not and the other side to fight strength, fight consumption.I released the prisoners as a way to make Hanlou suspicious and uncertain about them, so that our army could seize the enemy city."When the soldiers heard this, they suddenly understood. 

Hou Yuan estimated that the released prisoners would soon return to the jicheng occupied by Hanlou, so he led his cavalry to follow through the night and attack the city before dawn.Han Lou had been captured by the batch of men, there is some worry, when Hou Yuan then came to the siege, they suspected that the soldiers back is to Hou Yuan when the inside.He fled from suspicion and fear. After abandoning the city, he was caught alive by Hou Yuan's cavalry troops. 

[Case Analysis]

As a leader of a team, sometimes it really takes some finesse to win the competition.It is a good move to break the morale and unity of your opponents when you are at a disadvantage.As a leading enterprise in the market, many competitors are eyeing up to you, especially as the manager of an enterprise, the author deeply analyzes the family may be for you, study your hobby, then take some target-oriented strategy, if not be careful to guard against, might have suffered as Korea's floor. 

It is important to know your opponent well, but sometimes it is even more important to truly understand yourself. 

To be able to formulate goals and policies, a manager must have a good understanding of the company's internal operations as well as the external market environment.

Strategic thinking mode under dynamic competition

Since the 1990s, Chinese enterprise managers, like international enterprise managers, have been faced with a prominent problem in the formulation and selection of strategy, that is, how to effectively implement enterprise strategic management under the conditions of increasingly complex and changeable, or precisely in dynamic competition. To ensure long-term, stable and sustainable profitability higher than the market average. 

Since the early 1990s, western management scholars have noticed the dynamic characteristics of competition on the basis of summing up the mistakes of excessive diversification in the 1970s and 1980s.After years of research and efforts, they published two most representative papers on dynamic competitive strategy: (1) Hyper-Competition: 1994, edited by RichardA.DAveni. Maneuvering with Strategic outings.(2) Wharton on Dynamic Competitive Strategy, edited by George S.Day and David J. Reibstein, 1996.To summarize the complex and rapidly changing phenomenon of competition, the first book adopts the concept of "extreme or hypercompetition", while the second book adopts the concept of "dynamic competition".To sum up various viewpoints of Western scholars, dynamic competition mainly has the following characteristics:

Dynamic competition is characterized by high intensity and high speed competition, in which each competitor is constantly building competitive advantages and weakening the competitive advantages of rivals.

-- Strategic Interactions among competitors have accelerated significantly, and competitive Interactions have become a decisive factor in formulating competitive and marketing strategies.

-- Any enterprise a first-mover advantage is temporary, are likely to be defeated by the counterattack actions of competitors;Any competitive advantage is temporary, not permanent.

The effectiveness of competitive strategy depends not only on time, but also on the ability to predict competitors' reactions and change requirements or competition rules.

Since the 1990s, more and more enterprise managers in China feel that the competitive environment is more and more complex, the competition is more and more antagonistic, the change of competition content is faster and faster, and the sustainability of competitive advantage is lower and lower.There are many reasons for the change of business environment and the speed of change.

1. Economic restructuring.In recent years, China's economic system has been in the process of transformation from the original planned economy to market economy.Economic system reform is a very complicated social project, which changes various factors of the external environment of enterprises.The reform of economic system is a process of deepening and innovation, which objectively causes the complexity and variability of enterprise environment.

2. Economic globalization and market globalization.The reform of China's economic system and the opening of the market are carried out simultaneously, so the global trend of economic internationalization and market globalization is bound to have a significant impact on the operating environment of China's enterprises.The direct or indirect entry of foreign enterprises and capital into The Chinese market is essentially the extension of the market competition of multinational corporations under the strategy of global integration.At the same time, The expansion of the international market and the strengthening of the overseas investment capacity of Chinese enterprises make China's economy become an important force in the world economic development.In this case, the integration of China's economy and market with the world economy and market continues to improve, so that the competitive environment of China's enterprises presents more and more obvious dynamic characteristics.

3. Speed up the development of new technologies and products.The development of new technologies and new products can reduce costs, increase differences, establish barriers to entry and fundamentally change the rules of competition. Therefore, every enterprise regards the research and development of new technologies and new products as the fundamental means and core competitiveness of enterprise competition and development.With the continuous improvement of the level of science and technology and the rapid increase of enterprise input, the speed of new technology and new product development is constantly improving, which greatly increases the competitive interaction between enterprises and the speed of competitive advantage change.

4. Modernization of the means of competition.The rapid development of electronic information technology, communication and transportation industry has greatly increased the speed of competition and interaction between each country and each competitor.The development of information, communication and transportation industries is narrowing the distance between countries in the world, increasing exchanges and understanding between countries, thus turning the world into a global village.At the same time, the development of these industries has also provided powerful means for international large enterprises to implement globalization strategy and expand the global market. They provide various media to influence and change the lifestyle and consumption preferences of consumers in various countries, so that the demand of various countries in the world has become more and more common.The wide application of new electronic information technology enables global enterprises to effectively manage their own enterprises, coordinate their strategic actions and business behaviors, and make accurate responses to various competitions and needs in a timely manner.Can make the information communication, cooperation and competition between enterprises -- reaction behavior with higher speed and lower cost;Can make the enterprise in the management and operation of internal integration more effective.

In short, improved means have significantly accelerated the pace of competition and response (or competitive interaction) in both international and domestic markets.

In addition to the combined effect of the above four factors, there are two reasons worth special attention:

L. The characteristics of each industry in terms of products and technologies, market structure and competition structure, which make certain differences in the degree of dynamic competition between different industries;

2. The difference in size, strength and innovation ability of enterprises within each industry. Industries with a large number of small and medium-sized enterprises, equal strength and strong innovation ability will have a higher level of dynamic competition.In the process of economic system reform, due to improper management of our government, all kinds of system is not sound and the market mechanism is not perfect, many enterprises in the past few years in our country adopted a high debt to form high input, high investment to stimulate high growth strategy, and the growth of these companies are not related diversification strategy.In this way, many industries in Our country have a low level of oversupply and serious excessive competition, which is most typical in household appliances, food, beverage and other industries.In the context of the general deterioration of the industry structure, many companies have to balance their operating risks with a greater degree of unrelated diversification, thus forming a vicious circle.At present, most of the industries in Our country enter too much and appear vicious competition, breaking out a lot of "industry war ". Under the common pressure of "civil war" and "foreign war", the dynamic degree and competition of Chinese enterprises in the industry they are engaged in are even faster than that of foreign countries.Since the characteristics of dynamic competition are completely different from static competition, the thinking mode of strategic thinking and strategy formation under dynamic conditions has changed.If we are unable to understand the nature and characteristics of dynamic competition and the new thinking mode, we will find that we cannot develop effective competitive strategies, or we can achieve goals in the short term, but cannot achieve above-average investment returns in the long term.

Firstly, the formulation of dynamic competitive strategy is based on the basic premise of attaching importance to dynamic competitive interaction.Under the condition of static competition, the reaction of competitors and a series of attack reaction behaviors are seldom considered and predicted when making competitive strategy.However, under dynamic competition conditions, the effectiveness of developing dynamic competition strategy largely depends on the ability to predict competitors, weaken and limit competitors' ability.Before making competition strategy, therefore, enterprises must first serious answer the following questions: who should choose as competitors (if you have only one bullet, who are you going to play), competitors will and what will make the expected response (competitors and what kind of bullet his bullet will hit you.Should you use an offensive strategy (advantages and disadvantages of moving first) or a counterattack strategy (advantages and disadvantages of following up)?What is the impact of your competitive behavior on your competitors and yourself (short-term advantage or long-term advantage), and what is the impact of your competitors' reaction on you (short-term disadvantage or long-term disadvantage);How will your competitive behavior affect the overall industry market and competitive structure, and how will the changed market and competitive structure affect your future behavior?What deserves special attention here are some large and well-known leading enterprises in various industries in China.From the scale, status and influence of these enterprises, the competitive behavior of these enterprises does not belong to themselves, but to the whole society.Because they did not fully consider the impact of their competitive behaviors on other competitors, the market and competition structure of the whole industry in the formulation of competitive strategies, many industries in China suffered losses.

Second, in the past, another starting point for formulating strategies was to foster strengths and avoid weaknesses, and to attack the weaknesses of competitors with their own competitive advantages. This view is correct only when competitors have no learning ability and competition only interact once.Under the condition of dynamic competition, if an enterprise is always in his own strength against the opponent's weakness, after many competitors, you will find such a situation: (l) own advantage more and more useless, because the competition has been resistant in several times after he was hit by imitating or learn to overcome their weaknesses;(2) When competitors have no advantages, they will try to change the competition rules or create new advantages to make the original advantages lose significance;(3) In this case, the enterprise that attacked others is likely to be in a disadvantageous position in the next round of competitive interaction because it relies too much on the original advantages or sticks to the original advantages and fails to establish new advantages in time.In the home appliance industry, we can see many typical cases.Changhong plays his scale cost advantage to take the lead in reducing color TV price strategy won the first round of color TV war;Subsequently, other COLOR TV manufacturers began to expand production scale to make up for their own shortcomings. At the same time, they also saw that they could not compare the scale and cost advantages with Changhong, so they created new advantages in product quality and marketing, changing the content and rules of the industry competition. As a result, Changhong was in a disadvantageous position in the second round.

Thirdly, under the condition of static competition, the purpose of developing competitive strategy is to maintain long-term competitive advantage.In dynamic competition.The purpose of developing competitive strategy is to create new competitive advantages.In the past, the basic starting point of strategic thinking was to give play to one's own strengths, and it was believed that the strengths of an enterprise could be maintained for a long time as a competitive advantage.Under the condition of dynamic competition, all competitive advantages are temporary, and all competitive advantages will be eroded.This erosion is sometimes the result of imitation by competitors, and sometimes of being outwitted by competitors.Competitive advantage is likely to become a burden once it becomes meaningless.Continuing to invest in maintaining an outdated competitive edge could lead to greater disaster.Therefore, under the condition of dynamic competition, although it is necessary to maintain competitive advantages, it is more important to create new advantages in time.Weaken competitors' competitive advantages by creating new advantages, or make competitors' competitive advantages obsolete by changing competitive fields or rules.Therefore, Professor Chen Mingzhe, president of the American Institute of Strategic Management and famous expert on dynamic competitive strategy, said: The winning principle of traditional competitive strategy is how to seize the opportunity to eliminate competitors, while the key of dynamic competitive strategy is how to seize the opportunity to give up their original advantages and establish new advantages.If Changhong company can reach the peak in their own scale cost advantage of the moment, the initiative to give up.Instead of relying too much on this advantage and focusing resources on creating their own competitive advantage in r&d, distribution channels, and after-sales service, they will not use competitive strategies to lower prices in two consecutive rounds.Based on the above considerations, the purpose of dynamic competitive strategy is always twofold: one is to obtain above-average investment returns;The second is to establish new competitive advantages in dynamic competitive interaction.In the implementation process of the same competitive strategy, in order to achieve the two objectives at the same time, it is necessary to establish and develop the ability to form vision, act quickly and change rules, based on constantly seeking temporary lead, take advantage of the opportunities created by taking the initiative to change the status quo and rules, to obtain more than the average level of investment returns.

Fourth, in the static competition condition, we have many methods to continue the static analysis of environmental industry and competitors, but after entering the dynamic competition condition, we need to adopt dynamic analysis method on the basis of static analysis method.The traditional SWOT analysis method, the Boston four-square model and the five competitive power analysis models of Mike and Porter are all static analysis methods.The main problem of these methods is that they are based on competitive advantages and can be maintained for a long time, and mainly from the maintenance and play of competitive advantages for the formulation and selection of competitive strategies to provide the basis.I remember that once students were conducting case analysis. When they analyzed the competitive advantage of an old enterprise and a new enterprise, one student said that the competitive advantage of the old enterprise was "old", because "old ginger is still hot".But another student objected that the competitive advantage of new enterprises lies in "new", because new enterprises and new products are fresh.This story illustrates the pitfalls of static analysis.Under the condition of dynamic competition, the method of analyzing, evaluating and selecting competitive strategy is no longer based on the maintainability of competitive advantage. It is based on the interaction between competitors rather than just one competitive round.For example, applying the methods of game theory and behavioral science to the analysis of competitors' actions and reactions;The linkage analysis method is applied to the analysis of competitive interaction.The methods of scenario description, war game and simulation analysis are applied to the evaluation and selection of competitive strategy.

Fifthly, under static competition conditions, people pay more attention to the influence of environment, market and industry structure on firm's behavior and benefit and firm's resource conditions;Under the condition of dynamic competition, people pay more and more attention to the enterprise's ability, core competitiveness and the role of enterprise strategy.Under the condition of static competition, many managers believe that the benefit of an enterprise is mainly determined by the objective environment, market structure and industry competition structure, so they put a lot of energy on analyzing the environment, predicting erosion and selecting industry. Once they choose a good opportunity, they will blindly enter it.Because they believe in first-mover advantage and believe that once established, it can be maintained for the long term.However, under the condition of dynamic competition, more and more managers believe that the objective environment, market structure and industry competition structure can be changed by the strategic behavior of enterprises, and the change is faster and faster.For example, Coca-Cola and Pepsi are in industries with little growth and profit potential, because Coke has a powerful and almost free alternative product -- water, but they have created an industry with great growth and profit potential with their strategic actions.There is no advantage that does not change or can be maintained for a long time. Therefore, what is important should be ability, especially the core competitiveness based on the integration of knowledge and skills.An enterprise with high ability can not only imitate and learn the competitive advantages of its competitors, but also change and create new competitive advantages.Major enterprises in an industry can change the key winning factors of industry competition, improve or reduce the level of dynamic competition in the industry, shorten or prolong the product cycle and so on through their own strategies and strategic behaviors.