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0px;border-color:#816012; "></div> <div id="bodyimg" style="line-height:22px;font-size:14px;color:#333;letter-spacing:1px;width:560px;padding-top:20px;"><p style="text-align:center;"><img src="/uploads/images/20160630/14672494091384.jpg" title="u=3682929789,2194155630&fm=21&gp=0.jpg" /><br /></p><p style="text-align:center;"><br /></p><p>  松井在书中说åQšâ€œéƒ¨é—¨ä¸€æ—¦å‡ºçŽ°é—®é¢˜ï¼Œé¢†å¯¼è€…就要负全责åQŒè¿™¿Ué€»è¾‘乍看十分合理åQŒå¯æ˜¯æ›´æ¢é¢†å¯ÆD€…åƈ不能从根本上解决问题ã€?/p><p>  当年åQŒæ¾äº•å¿ ä¸‰å°±æ˜¯è¿™ä¹ˆä¸€æ­¥ä¸€ä¸ªè„šå°åœ°å¸¦é¢†æ— å°è‰¯å“æ‰­äºä¸ºç›ˆçš„,今天很多中国企业的日子也不好˜q‡ï¼Œæ— å°è‰¯å“çš„东山再èµïL©¶ç«Ÿèƒ½¾l™ä¸­å›½ä¼ä¸šå®¶ä»€ä¹ˆå¯å‘?我想臛_°‘有一条:多æˆö现场åQŒå°‘泡会场,做“在现场的企业家”ã€?/p><p>  <strong>再è“v</strong></p><p>  不到无印良品店,不知道它有多ž®‘中国粉丝。参观东京有乐町旗舰店,˜qžåŒè¡Œçš„大老爷儿们都舍不得¼›Õd¼€åQŒåœ¨ç”·äh的“战利品”中åQŒæœ€å¤šçš„竟是各种¾_„¡¾Žçš„笔和本子ã€?/p><p>  今天åQŒæ— å°è‰¯å“æœ‰‹¹·å¤–店铺348å®Óž¼Œå·²é€ÆD¿‘日本本土çš?25å®Óž¼Œ‹¹·å¤–销售额占比33%。谈到全球开店的基本原则åQŒè‰¯å“è®¡åˆ’社长松井忠三说åQŒä¿è¯ä¸€òq´å·¦åÏx”¶å›žæŠ•èµ„,其中有个¾_„¡¡®çš„数字,目前中国大陆39个城市的134家无印良品店åQŒåã^å?5.9个月收回投资ã€?/p><p>  无印良品是如何做到的åQ?/p><p>  “这样就好”的“无印观”。无印良品ä­hå€ÆD§‚的精髓是˜q™â€œå°±â€å­—åQŒé€å‡ºä¸€¿Uå…‹åˆ¶çš„选择åQŒè€Œä¸æ˜¯â€œè¿™æ äh‰å¥½â€ã€â€œè¿™æ ähœ€å¥½â€é‚£¿Uè¯±å‘äh们强烈奢好的商品¾lè¥åQŒç”¨æ¾äº•çš„话è¯ß_¼Œž®±æ˜¯æ‘’除一切多余而呈现物品本íw«çš„¾ŸŽã€?/p><p>  独一无二的äñ”品定位。若说无印良品和优衣库的定位有何不同åQŸæ¾äº•è¡¨½Cºï¼Œä¼˜è¡£åº“定位是服装店,无印良品是生‹zÀL‚货店åQ›ä¼˜è¡£åº“希望为全世界男女老少提供衣服åQŒæ— å°è‰¯å“åˆ™åšå‡æ³•ï¼Œä¸äؓ‹¹è¡Œå·¦å³åQŒåªæ˜¯ä¸æ–­åˆ›é€ æ ‡å‡†çš„“MUJI式”商品。“全球生‹zÀL‚货店里,只有宜家和无印良品相似”,松井è¯ß_¼šâ€œä½†å®œå®¶æ˜¯è¶…大店铺,选址在郊区,而无印良品是中小店铺åQŒå¼€åœ¨å•†ä¸šä¸­å¿ƒâ€ã€‚坚持自产自销的SPA模式。从生äñ”到销售完全是自有品牌åQŒè¿™ä½¿æ— å°è‰¯å“çš„毛利率非帔R«˜ã€‚没有核心技术、核心生产能力的品牌½Ž—不得好品牌åQŒä¸è®ºæ— å°è‰¯å“è¿˜æ˜¯ä¼˜è¡£åº“都是自己生äñ”核心产品åQŒæ‰€ä»¥æ‰æœ‰å¼ºå¤§çš„竞争力ã€?/p><p>  直营。无印良品完全依靠自å·Þqš„利润˜q›è¡Œ‹¹·å¤–扩张åQŒæ‰€æœ‰æ“v外店铺均由日本æ€Õd…¬å¸æŽ§è‚¡ã€?/p><p>  <strong>½Ž¡ç†</strong></p><p>  “碰åˆîC¸½W¦åˆè¦æ±‚的员工该怎么面对åQŸç»™‹È€åŠ±æå‡ï¼Œ˜q˜æ˜¯ä¸¥æ ¼è€ƒæ ¸ã€ä¼˜èƒœåŠ£æ±ŽÍ¼Ÿâ€è¯´åˆîCh的管理,谁不头疼åQŸä¸”看松井先生怎么½{”:“äh事考评体系固然要做åQŒä½†å…¬å¸ä¸æ˜¯ä¾èµ–人来˜qè¥åQŒè€Œåº”依靠制度åQŒé‡è¦çš„是公司要建立一套不依赖个äh能力高低的制度,使每个äh都能在公叔R‡Œæ‰‘Öˆ°è‡ªå·±çš„位¾|®ï¼Œå–得高ç‡W效。无印良品就建立了一套制度,不论‹z¾è°å½“店长,都能完成标准化业务,销售业¾l©å·®å¼‚最多不­‘…过10%。â€?/p><p>  ˜q™æ ·çš„回½{”让人有ç‚ÒŽ„å¤–,但这è½ÀLæ·¡å†™çš„一句话是不是正点中½Ž¡ç†çš„本质?在松井先生所著的《解密无印良品》曾有这样一ŒD‰|˜q°ã€‚松井刚成äؓ无印良品事业部长æ—Óž¼Œæ›‘֐‘属下的课长们询问åQšâ€œé‚£å®¶åº—铺的营业额äؓ何那么差åQŸâ€å¾—到的回答是:“那是‘äh¼œ¸â€™ï¼Œæ˜¯å› ä¸ºåº—é•¿çš„¾lè¥æ–¹å¼ä¸å¥½ã€‚”听到这æ ïLš„回答åQŒæ¾äº•ä¸¼›æƒŠå¹ï¼šä»–们æ ÒŽœ¬æ²¡æœ‰ç†è§£é—®é¢˜çš„本质!</p><p>  松井在书中说åQšâ€œéƒ¨é—¨ä¸€æ—¦å‡ºçŽ°é—®é¢˜ï¼Œé¢†å¯¼è€…就要负全责åQŒè¿™¿Ué€»è¾‘乍看十分合理åQŒå¯æ˜¯ï¼Œæ›´æ¢é¢†å¯¼è€…åƈ不能从根本上解决问题。如果不断更换领å¯ÆD€…,¾l§ä“Q者就会担心自å·×ƒ¹Ÿä¼šè¢«ç‚’鱿é±û|¼Œæ›´åŠ å€‘֐‘于做出无功无˜q‡çš„判断åQŒè¿™æ ·ä¸€æ¥å°±æ— æ³•å®žçŽ°æ ÒŽœ¬æ€§çš„攚w©åQŒåªèƒ½å°†é—®é¢˜ä¸æ–­æŽ¨è„±ä¸‹åŽ»ã€‚â€?/p><p>  所以,当无印良品股价从1999òq´çš„17350日元跌至2000òq´çš„2000日元åQŒå…¨æ—¥æœ¬éƒ½è®¤ä¸ºâ€œæ— å°è‰¯å“å®Œè›‹äº†â€æ—¶åQŒäÍ危受命的松井忠三上ä“Q后第一个行动既不是削减工资åQŒä¹Ÿä¸æ˜¯å¤§å¹…裁员、羃ž®è§„模,而是马上做出“主要干部要½E›_®šä¸‰å¹´â€çš„决策åQŒç„¶åŽé›†ä¸­ç²¾åŠ›åˆ›å»ºæœºåˆ¶â€”“让努力刉™€ æˆæžœçš„机制”“传承经验和灉|„Ÿçš„机制”“彻底消除浪费的机制”,˜q™äº›æœºåˆ¶æœ€åŽæˆäº†æ— å°è‰¯å“å¤‹zȝš„原动力ã€?/p><p>  <strong>机制</strong></p><p>  在日本,常听到这样两句话åQšä¸€å¥æ˜¯â€œæ—¥æœ¬å…¬å¸å–œ‹Æ¢ç”¨æ™®é€šähåQŒç”šè‡Ïx˜¯½W¨äh”,另一句是“所有的问题都是½Ž¡ç†è€…的问题”。在中国åQŒå¸¸è¯´â€œå¸ˆçˆ‰™¢†˜q›é—¨åQŒä¿®è¡Œåœ¨ä¸ªäh”。可日本äºÞZ¸˜q™ä¹ˆçœ‹ï¼Œæ—¥æœ¬äºø™®¤ä¸ºï¼Œå¾’弟如果没“修”好åQŒæ˜¯å¸ˆçˆ¶ä¸è´Ÿè´£ä“Qã€?/p><p>  ‹Æ§ç¾Ž½Ž¡ç†çš„“二八理论”早已武装了中国人的头脑åQŒè®¤ä¸?0%的员工是优秀的,80%的员工是普通甚臛_ã^庸的åQŒè€Œæ—¥æœ¬æ˜¯åâ€œäºŒå…«ç†è®ºâ€çš„åQŒæ—¥æœ¬äh认äؓåQŒè‡³ž®?0%的员工都是优¿U€çš„,臛_¤šåªæœ‰10%是“笨人”,即ä‹É˜q?0%的“笨人”犯错,主要原因也在½Ž¡ç†è€…èín上ã€?/p><p>  ˜q™ç§å·®å¼‚源自对管理理解的不同。很多企业家在遇åˆîC¸‹å±žå‡ºé—®é¢˜åQŒå¾€å¾€½W¬ä¸€ååº”是äh不行åQšâ€œä½ ˜q˜ä¸å¤ŸåŠªåŠ›â€ï¼Œâ€œæ‚Ÿæ€§ä¸­‘³â€â€¦â€¦ä½†æ¯ä¸ªäººæœ‰ä¸åŒçš„禀赋,改变自己都很难,更别提改变别人ã€?/p><p>  而松井先生有句话è¯ß_¼šâ€œä¸æ˜¯æ”¹å˜æ€§æ ¼åQŒè€Œæ˜¯æ”¹å˜è¡ŒåŠ¨â€ã€‚在讉K—®äº†æ— å°è‰¯å“ã€å…¨æ—¥ç©º½{‰å‡ å®¶ä¼˜¿U€æ—¥æœ¬ä¼ä¸šå¯ä»¥å­¦åˆ°åQŒè¦è®©éšè—åœ¨æ¯ä¸ªäºø™„‘子里的,从现场æ€È»“提炼出来的“私人知识”,变成¾l„织内所有ähå…׃ín的“公å…ÞqŸ¥è¯†â€ï¼Œæ¢å¥è¯è¯´åQŒå°±æ˜¯è¦æŠŠå¸ˆçˆ¶çš„高招标准化,武装每一位相兛_‘˜å·¥ã€?/p><p>  ˜q™å°±è¦æåˆ°æ— å°è‰¯å“çš„看家法宝。两部凝¾l“了全体员工“智慧与努力”结晶的工作指南åQŒä¸€æœ¬æ˜¯å¸®åŠ©ä¸šåŠ¡™åºåˆ©˜q›è¡Œçš„业务规范书åQŒå¦ä¸€æœ¬MUJI GRAMæ€È»“了店铺服务的所有标准。究竟有多厚åQŸä¸­å›½çš„MUJIGRAMåQ?2册,1099™åµï¼â€œè¿™äº›å·¥ä½œæŒ‡å—绝非é‚£¿Uæž¯ç‡¥æ— å‘³çš„东西åQŒè€Œæ˜¯ç”ŸåŠ¨¾l“合每日工作åQŒèƒ½å¤Ÿåˆ›é€ æˆåŠŸçš„最强的工具。”松井先生说åQŒè¿™ä¸¤æœ¬ä¸œè¥¿å¯è°“收录了“无印良品的一切”ã€?/p><p>  从候选地点的信息攉™›†æ–ÒŽ³•ã€çŽ°åœø™°ƒæŸ¥æ–¹æ³•ï¼Œåˆ°å¼€åº—后预测营业额的æ–ÒŽ³•åQŒå°†æ‰€æœ‰ä¸Žå¼€åº—相关的评估工作都予以指南化åQŒè¿™æ ·å°±æœ‰æ•ˆé˜²æ­¢äº†å¼€å‘者仅凭印象和直觉˜q›è¡Œåˆ¤æ–­åQŒè®©æ¯ä¸ªäººéƒ½èƒ½åšå‡ºå®¢è§‚的评估。这ž®±æ˜¯æ¾äº•å…ˆç”Ÿä¸€å†å¼ºè°ƒçš„无印良品东山再è“v的秘诀åQšæœºåˆ¶ã€?/p><p>  <strong>现场</strong></p><p>  那么åQŒæœºåˆ¶æ˜¯æ€Žä¹ˆåˆ¶å®šå‡ºæ¥çš„?机制是“死的”还是“活的”?</p><p>  日本企业界还有一句话åQšä¸€åˆ‡æ™ºæ…§åœ¨çŽ°åœºã€‚松井先生说åQŒæƒ³å¿…在多数公司里,制定机制的都是“上面的人”,从上åˆîC¸‹åšå‡ºå†³ç­–åQŒå†ä¼ è¾¾åˆ°çŽ°åœºï¼Œæ— å°è‰¯å“æœ€åˆçš„指南也是由本部制作的åQŒå¯æ— è®ºåœ¨åº—é“ÞZ¸­å¦‚何推广åQŒæœ€¾lˆéƒ½æ²¡è¾¾åˆ°æ‰€æœ‰åº—铺的业务¾lŸä¸€ã€?/p><p>  “究其原因,是制定机制的人是不懂现场的ähåQŒè°æ‡‚得现场问题出在哪?只有现场员工。”松井说åQšâ€œåˆ›å»ø™‡ªä¸‹è€Œä¸Šçš„机制极光™‡è¦ï¼ŒæŒ‡å—应由使用指南之äh来制作。â€?/p><p>  所谓无印良品的机制åQŒæ­£æ˜¯é›†åˆçŽ°åœºå·¥ä½œäh员“这样做更好”的创意诞生的。因为每一天现场都会发现更多问题和改善æ–ÒŽ³•åQŒæ‰€ä»¥æŒ‡å—也会每月更æ–îC¸€‹Æ¡ã€‚松井说åQšâ€œæ— å°è‰¯å“çš„机制本来ž®×ƒ¸æ˜¯äؓ限制员工和社员的行动åQŒç›¸åï¼ŒçœŸæ­£çš„目的在于突出机制制作过½E‹çš„重要性,让全体员工和店员å…ÀLˆä¸ÕdŠ¨å¯ÀL‰¾é—®é¢˜ç‚¹åƈ加以解决的态度。â€?/p><p>  松井在《解密无印良品》书里说åQŒå°±ä»È¤¾é•¿ä¹‹åˆï¼Œä»–最先做的事ž®±æ˜¯ž®†å…¨æ—¥æœ¬107家直营店探访一遍。光视察˜q˜çœ‹ä¸åˆ°çœŸä¸œè¥¿ï¼Œæ‰€ä»¥ï¼Œä»–每晚还会与店长、基层员工一同喝酒聊天,创造说真心话的æœÞZ¼šã€?/p><p>  ˜q˜æœ‰åˆ°åº—铺“私讎쀝,用自å·Þqš„眼睛看,用自å·Þqš„è€Ïxœµå¬ã€‚“开会是产生不了多少智慧的。”松井先生说。当òqß_¼Œæ¾äº•å¿ ä¸‰ž®±æ˜¯˜q™ä¹ˆä¸€æ­¥ä¸€ä¸ªè„šå°åœ°å¸¦é¢†æ— å°è‰¯å“æ‰­äºä¸ºç›ˆçš„,今天很多中国企业的日子也不好˜q‡ï¼Œæ— å°è‰¯å“çš„东山再èµïL©¶ç«Ÿèƒ½¾l™ä¸­å›½ä¼ä¸šå®¶ä»€ä¹ˆå¯å‘?</p><p>我想臛_°‘有一条:多æˆö现场åQŒå°‘泡会场,做“在现场的企业家”ã€?/p><p><br /></p></div> </div><!--list2¾l“束 --> <div class="fenye"> </div> </div><!--m¾l“束 --> <div class="r"> <h1>|热点内容|</h1> <div class="g_top"><img src="/templets/textile/images/g_top.gif" /></div> <div class="g_top3"><div class="d_pic"><img src="/templets/textile/images/d_pic.gif" /></div> <ul> <li><a href="/article/case/29008.html" target="_blank">恒源¼œ¥æ¨¡å¼ï¼šåˆ›æ–°æ‰“造媄响力...</a></li> <li><a href="/article/case/23558.html" target="_blank">优衣库O2OåQšåšå•¥ï¼Ÿä¸åšå•¥ï¼Ÿ</a></li> <li><a href="/article/case/21212.html" target="_blank">恒源¼œ¥ï¼šæ–‡åŒ–力支撑品牌化˜qè¥...</a></li> <li><a href="/article/case/24367.html" target="_blank">¾|—莱家çh的渠道之å?/a></li> <li><a href="/article/case/26756.html" 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