Sunday, January 15, 2012

Comparatively well-off magazine: IBM Darwinism

  2008 is global banking crisis when concussion is the most violent, and this hundred years enterprise was in IBM to realize year of operation right now however the beautiful performance that income head breaks one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two dollars, the core that its recipe depended on capturing enterprise evolution -- along with need meet an emergency, what make is perforative the square field surface at company operation.



Civil | " money of comparatively well-off • wisdom " reporter Liu Yanhua



Pound in financial crisis the most violent in October 2008 portion, senior vice president holds IBM whole world concurrently Steve Mills of software group general manager ever expressed, the business of IBM won't get the influence of global banking crisis. And annual newspaper also is in the 2008 money that IBM releases this speech that fact of the act on certain level supported him. Annals shows, IBM lasted 2008 operation gross income head split one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two dollars, grew 5% than the 98.8 billion dollar 2007. People should ask possibly, where do the self-confidence of Steve Mills and IBM fight the force of the crisis to come from?



Because transition innovates and the IBM that having nearly hundred years history appears ceaselessly energy is sheer, to computation from manufacturer of the aircraft that play card the mechanism makes trade, serve trader to the technology again, a few times major strategy transition makes IBM realized decay, ceaselessly developmental, well-known company seeks advice from expert Bai Lixin will wraparound for: Arrive again to the head from the hand heart. Nowadays, this is used " heart " working blue giant is having dance lightly as the pace of the times.



   Innovation V-neck army person



In the development process of the enterprise, the first phase is to seek to live on, the 2nd phase is to chase after hope for success to grow, the 3rd phase is contend leadership position. Guo Shina's reform, make IBM is able to live expand, but the times that explodes in knowledge, how to contend for when the industry get army person, this is the issue that the successor needs to think.



The person that serve as Guo Shina's succession, IBM currently held the post ofCEO Peng Ming Chengcheng to get enormous p dvd discovery channel ressure, how to make the company holds lead position in intense global market competition? Be " defend " , or " enter " ? Peng Mingcheng gave out oneself answer: IBM should become " global conformity enterprise " . Conformity of alleged whole world enterprise is the means compose with dog crates large true globalization builds his politic, management and operation, the skill with its proper cost, proper basis and proper commercial environment are in the whole world anyplace deploy operation, and level, globalization ground is integrated these operation work. Peng Ming Chengceng expresses, "This is our direction. In future, do not have what parent company actually, we begin the place of business, it is our home. It is our home..



Current, in global conformity company strategy is carried out on, IBM had handed in a beautiful exam paper: In the whole world the resource of giant advisory expert that dimensions has to amount to several people in ten industries, formed the intellectual assets reserve of global conformity; Built the IT that spreads all over the whole world infrastructure, support the technical demand that business has global conformity moves adequately; The employee of nearly 60% and the sale of 65% come from besides the United States, business pervades 170 many countries and area, lay next foundations for global layout. IBM already purchased the whole world the task to move now to China, global service offers the task to move to India, and the company that prop up exterior the major service with in-house website moves to be mixed to Brazil Ireland. "Global resource conformity will be henceforth a precondition that mainstream industry survives. " Peng Mingcheng says.



"Conformity is hasten of general trends place, and the necessary step that opening is implementation conformity. " in president of division of IBM big China Zhou Wei Kun looks, undertake busin the best selling dvd discoveryess adjust according to the client's requirement, and make the final conception that as harmonious as other company business modes of life and relation to their environment just is strategy of global conformity company. To implement this one grand strategy, IBM undertook a series of reform, be in weak point in time of a few years, IBM shrinks considerably subtrahend is mixed according to the center purchase a center, sold ThinkPad business associate, came off disk drive business, bought nearly 100 companies, include Pu Huayong path to consult company and Cognos company.



IBM this reform of a series of bold and resolute is around move to the middle of industrial catenary link of high additional cost centers what content of this one core develops resource, it is to make oneself brand image more distinctive. The reporter that sells PC business in IBM sees on the meeting, zhou Wei Kun ever expressed, in IBM the company can do this kind of business, can do the sort of business, so we can make our brand ceaselessly adjust, the hope is adjusted each times come out, see when everybody can knowing this is what company, "This company can do a good turn the problem that the company goes solving their productivity respect " , the meeting when we hope everybody sees IBM company remembers this.



  t mobile prepaid cardsFish and bear's paw



The transition need many sided that the enterprise locates is harmonious cooperate, IBM is in the beginning of the year rolled out a kind of new strategy concept this year, namely wisdom earth, area of IBM big China is presiding apparitor money swarm undertook generalizing to its with an equality: Internet + the earth of wisdom of = of content couplet net. See not hard, the essence of concept of IBM wisdom earth adopts IT measure namely, physical infrastructure, it is a few rich even inside the category that brings into IT to be able to manage. In the connotation in this concept a such concepts, namely dimensions is changed. What IBM locates is high-end market, how dimensions of give attention to two or morethings is changed, do implementation fish and bear's paw hold concurrently?



Since entering computer field, IBM ever preceded competitor, put forward 3 to have epoch-making meaning new concept: Electronic business affairs, electron business affairs follows the wisdom world that wants meet an emergency and this. From apparently look, it seems that these 3 concepts are hit high-end concept card, but substantially the pursuit that embedded dimensions changes. The implementation way that the recipe that fixed position of high end of IBM give attention to two or morethings and dimensions change studies in Yujili. Zhou Wei of president of division of IBM big China thinks, of these a few concepts evolve, showed IBM works the change of means. What be good at in past IBM is a successor on house, after the competitor rolls out new technology implementation overtakes, this makes IBM often is in passive and backward place in the IT industry of technical change quickly, also created 90 time of 20 centuries because of this live that the crisis. Fill to Pengming from Guo Shina, IBM alters this kind of aspect in effort all the time, facilitated of 3 afore-mentioned concepts roll out, and give attention to two or morethings high-end fixed position and dimensions are changed. Its particular imp dvd discovery 3 lementation approach is: The first pace, carry the technology of oneself and most popular selling dog crates large service business, take tendency of the market; The 2nd pace, interiorly makes the preparation of good technology and operation mode; The 3rd pace, release a concept external, cause the market to pay close attention to extensively, shunt excitation sends potential demand consciousness; The 4th pace, collect these demand, roll out corresponding product in time; Finally, through set an example and be being compared, attract more client, enlarge market dimensions. "IBM must change the strategy, realize lead, go creating the market through innovating and drive whole industry. " Zhou Wei of president of division of IBM big China says so.



Fixed position of high end of give attention to two or morethings and dimensions change pursuit, resemble the project with wisdom so huge earth especially, excellent executive force is crucial, for this IBM with open manner, the method of diversification, attract as far as possible much partner, make wider system of deeper commercial modes of life and relation to their environment. More typical case is, the branch of IBM research and development that fastens from adult all along begins actively and client to interact, began multinomial interdisciplinary, cross the industry, research project that crosses region, as joint-stock as the Saudi Arabia the research that the accept rice technology that the academy that hold water is using IBM has associated solar energy and briny desalt, IBM China academy also is mixed in manufacturer of as famous as some international equipment business of some banner firm network operation has home the research that 3G business accepts gateway.



   Focusing " chicken ribs "



"Your technology is more advanced than IBM, your price is cheaper than IBM, but I want IBM, because IBM service is more considerate than you. " the killer mace that this is IBM success. When although be in early,small Watson holds the position of company president, IBM had introduced CIS strategy, established the company's famous figure, but the service that what capture a client truly is IBM.



To IT industry, price war makes everybody whacked already, each are big the company changes a service to competition in succession, although emerge in endlessly the desire to buy that served act to arouse a client, but should make serve business appreciation, for the company creation lasts profit, be not easy thing. Serve appreciation to resemble in numerous businessman feeling " chicken ribs " when, IBM recombined its service department not only, will regard oneself business as main branch, and make its become one of main source of own income. 2008, IBM annual service orders goods total amount reachs 117 billion dollar, and company of the fourth quarter can achieve the wool interest rate of 47.9% last year, ministry of service of science and technology of information of main also profit from and enterprise seek advice from service ministry the good performance of these two service departments.



Because,IBM values a service so is, on one hand the client serves through accepting, experience personally, should compare any ad to the impression of the company deeper, the client is faithful degree taller; On the other hand, the company can pass the direct contact with the client, understand the client's requirement well and truly, discover new market point of growth, make for the company adjust development strategy to provide important information and basis.



Other companies realized the service is right likewise the sense that enhances competition ability, but why IBM can get so tall get one's own back from which only? Because,this is, when a kind of when still regard hardware sale as the service in other company accessary product, when regarding promotion product competition ability as the after service before doing good carry out, IBM comes out it independently already, run as a kind of product, formed oneself distinctive service profit pattern. Someone says, the mode of IBM is: Product + service =1+3=4. That is to say a yuan product adds a service to be able to sell 4 yuan, the service is occupied trade the 3/4 of value. The Roger of • of Buck of company vice president that ever held the position of 10 years of IBM to be in charge of sale this say, IBM does not sell any products, what it sells is the plan that solves a problem.



The service serves as a kind of aeriform product, to realize its the greatest value, IBM was established " devote oneself to to reach a clientele complete satisfaction " service concept, its likelihood in serving program does not have the product of IBM, but the mode that IBM can need these product best combination into the client, thereby most the requirement that the earth satisfies an user. At the same time IBM also pays attention to service innovation very much, throw much labor power, material resources, financial capacity, make consult the expert team of professional personage and the composition of advisory major personage of each industries by commerce, provide the aptest service for the client, the absolutely dominant position that holds oneself to go up in the market and technology. To business client, buy the quality property of equipment at place relatively, they take seriously more how can make oneself commerce runs mode more reasonable and efficient. IBM saw this one business chance just about, make oneself are serving a domain to gain a succ dog stairs for bed the most popular selling dvd discovery ess.



   Originality sale



To the enterprise, successful sale strategy is occupational market and the key that win a customer, IBM is having its unique system and successful experience in sale strategy side, special be good at using all sorts of method conduct propaganda, him promotion. By 2008, tighten up a pocket in all enterprises, store grain hibernate when, IBM do exactly the opposite, hand in hand magazine of business of domestic much home, rolled out it is the content, series advertisement that is a form with the stamp with rich guest diary, caused not minor sensation, play calls someone: IBM extravagant sale. Should say, this sale activity of IBM is very successful, attracted the eyeball of people on one hand, achieved advertising goal; On the other hand, cause industry to discuss extensively, the much face that deepened people to loca the most popular selling dog stairs te to culture of IBM brand image, company, strategy understands.



IBM is one of enterprises that the United States guides the enterprise discerns systematic strategy the earliest, its " blue giant " figure is already thorough popular feeling. As the change that the company locates, the key of its sale strategy also is being changed all the time. 1997 " man-machine big fight " the magic power of science and technology that allowed people to realise IBM, and plain of short of Wenshui River is big last year earthquake, IBM starts crisis lash-up quickly to manage a mechanism, established group of crisis lash-up action very quickly, take an active part in the behavior that local support providing disaster relief works, let common people see it is humanitarian consideration, rich not only the one side of social sense of responsibility, what also developed its product and service at the same time is high quality.



IBM emphasizes very all the time " complete member participate in sale " this one idea, the enterprise is a system, each link in system of its normal moving hang on coordinate carry goodly to go, sale activity is sales compaign not just, besides industry leader, other personnel also must be thrown in sale activity. In Buck • Roger this a when had written " IBM means " the respecting in one book, "Machine firm is used in international business (IBM) , every employee is in promote! ... walk into international business to use machine company large building when you, or when the agency of world each district, can have this kind of impression, every employee has sufferred training, often think of dog crates large strong ' client the first ' . Often think of ' client the first ' ..



The times is changing, the environment is changing, IBM also is changing all the time, in evolution, this results from the way that it held evolution: Along with need meet an emergency.

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