咨询顾问手册
[pic] [pic] 目录 TABLE OF CONTENTS 背 景 BACKGROUND 6 了解本指南 UNDERSTANDING THIS GUIDE 10 八模块企业发展阶梯 THE 8 MODULE BUSINESS DEVELOPMENT LADDER 14 模块一：了解你的企业 MODULE 1: UNDERSTANDING WHAT BUSINESS YOU ARE IN 16 概述 OVERVIEW 16 主要学习目标 KEY LEARNING OBJECTIVES 19 工具 TOOLS 21 典型的模块一程序 TYPICAL MODULE 1 PROGRAM 23 需完成的任务 TASKS TO BE COMPLETED 25 模块二:了解顾客、市场和产品 MODULE 2: UNDERSTANDING THE CUSTOMERS， MARKETS AND PRODUCTS 54 概述 OVERVIEW 54 主要学习目标 KEY LEARNING OBJECTIVES 57 工具 TOOLS 59 典型模块二程序 TYPICAL MODULE 2 PROGRAM 62 需完成的任务 TASKS TO BE COMPLETED 64 模块三:确定商业模式 MODULE 3: DEFINING THE BUSINESS MODEL 96 概述 OVERVIEW 96 主要学习目标 KEY LEARNING OBJECTIVES 98 工具 TOOLS 100 典型的模块三程序 TYPICAL MODULE 3 PROGRAM 103 需完成的任务 TASKS TO BE COMPLETED 104 需完成的任务 TASKS TO BE COMPLETED 105 模块四:员工授权 MODULE 4: TEAM EMPOWERMENT 137 对企业业绩进行管理 MANAGING ORGANISATIONAL PERFORMANCE 139 主要学习目标 KEY LEARNING OBJECTIVES 140 工具 TOOLS 142 需完成的任务 TASKS TO BE COMPLETED 147 模块五:市场营销战略计划 MODULE 5: STRATEGIC MARKETING PLAN 179 概述 OVERVIEW 179 主要学习目标 KEY LEARNING OBJECTIVES 181 工具 TOOLS 183 典型的模块五程序 TYPICAL MODULE 5 PROGRAM 187 需完成的任务 TASKS TO BE COMPLETED 189 模块六:企业系统化 MODULE 6: BUSINESS INDEPENDENCE 219 概述 OVERVIEW 219 主要学习目标 KEY LEARNING OBJECTIVES 222 工具 TOOLS 224 典型的模块六程序 TYPICAL MODULE 6 PROGRAM 227 需完成的任务 TASKS TO BE COMPLETED 229 模块七:组织结构， 知识，环境管理和技术应用战略 MODULE 7: ORGANISATIONAL STRUCTURE， KNOWLEDGE， ENVIRONMENTAL MANAGEMENT AND TECHNOLOGY STRATEGIES 261 概述 OVERVIEW 261 主要学习目标 KEY LEARNING OBJECTIVES 264 工具 TOOLS 242 典型的模块七程序 TYPICAL MODULE 7 PROGRAM 244 需完成的任务 TASKS TO BE COMPLETED 272 模块八:反馈和持续改善 MODULE 8: FEEDBACK AND CONTINUOUS IMPROVEMENT 303 概述 OVERVIEW 303 学习目标 LEARNING OBJECTIVES 305 工具 TOOLS 306 典型的模块八程序 TYPICAL MODULE 8 PROGRAM 310 需完成的任务 TASKS TO BE COMPLETED 311 需完成的任务 TASKS TO BE COMPLETED 312 注NOTES 343 注NOTES 344 注NOTES 345 注NOTES 346 背 景 Background 本指南旨在为咨询顾问公司和其它商业服务机构提供技术和方法，使他们能够成功地为 中小企业提供咨询服务。 This guide is designed to provide consultants and other service providers with techniques and methodologies that will enable them to embark on successful consulting engagements with small/medium size enterprises (SMEs). 这里提供的资料旨在帮助咨询顾问公司能够与中小企业建立互惠的关系。 这些方法不仅可以获得 “快速取胜”的效果， 还能够促进咨询顾问与客户之间建立长期的关系----这是一种让咨询顾问获得 “受信任的顾问”的地位的关系， 是一种使双方的知识和资源汇集成一个 “知识和资源库”的关系。 The materials provided， aim to enable the consultant to engage with SMEs in a mutually beneficial relationship. While the methodologies used will provide “quick wins，” the materials are designed to facilitate a long-term relationship between consultant and client – a relationship where the consultant earns the status of “trusted advisor” and where the knowledge and resources of both parties are used to create a “pool of knowledge and resources.” 该项目的目的是改善企业在财务和运营这两方面的业绩。 这是通过在企业中实施许许多多小的措施后达到的结果。 普通和优秀企业的区别总是体现在这些小事情之中! The purpose of the program is to improve the performance of the business – both financially and operationally. This will be achieved as a result of the many， many little things that you implement in your business. The difference between and ordinary and extra-ordinary business always lies in these little things! 本项目分为八个模块 The program is split into 8 Modules; 1. 了解你的企业 Understanding What Business You Are In; 2. 了解你的客户，产品和市场 Understanding Your Customers， Products and Markets; 3. 商业模式 The Business Model; 4. 员工授权 Team Empowerment; 5. 市场营销战略计划 The Strategic Marketing Plan; 6. 企业系统化 Business Independence; 7. 组织结构，知识， 环境管理和技术应用战略 Organizational Structure， Knowledge， Environment Management and Technology Strategies; and 8. 反馈与持续改善 Feedback and Continuous Improvement. 我们建议你在按月收取客户咨询费的前提上， 全面实施本项目。 但是， 在某些情况下， 先提供本项目的部分内容可能更合适， 例如， “客户咨询会”， 或 “优质服务—争创第一”的客户服务培训。 We recommend that you implement the program in its entirety based on the client paying a fixed monthly fee for your services. However in some instances it may be more appropriate to offer just a few aspects of the program， for example， the Customer Advisory Session or the “Exceptional Service – Leading The Pack” customer service training. 本项目旨在了解企业， 提出和实施改进措施， 提供对企业所有者和员工都有实际意义的培训。 本项目旨在使企业业绩得到长期, 显著的改善。 The program is based on exploring the business， generating and implementing improvements and providing practical meaningful training to both the business owners and the team members. It is based on achieving significant long-term business performance improvements. 了解本指南 Understanding This Guide 本指南旨在概述经营业绩改善项目的八个模块。 This guide aims to provide an overview of the 8 Module Business Performance Improvement Program. 经营业绩改善项目共分为八个模块: The Business Performance Improvement Program has been split into 8 distinct Modules: 1. 了解你的企业 Understanding What Business You Are In; 2. 了解你的客户，产品和市场 Understanding Your Customers， Products and Markets; 3. 商业模式 The Business Model; 4. 员工授权 Team Empowerment; 5. 市场营销战略计划 The Strategic Marketing Plan; 6. 企业系统化 Business Independence; 7. 组织结构，知识， 环境管理和技术应用战略 Organisational Structure， Knowledge， Environment Management and Technology Strategies; and 8. 反馈与持续改善 Feedback and Continuous Improvement 本指南接下来的部分对每个模块进行了概述。 每个模块都由8个步骤组成。 本指南中还提供有图表, 以帮助咨询顾问学习和理解这一流程。此外, 有工具提供的步骤也标注有专门的符号。针对每个模块， 我们都已提供了以下的内容: The following sections of this guide will provide an overview of each of these Modules. Each Module is broken down into an eight stage process. Where possible， throughout the guide， diagrams have been used to facilitate the learning and understanding process. In addition， symbols have been used to identify the tools used in each stage of the process. For each Module of the process， we have provided: o 该模块的概述 An overview of the Module; o 主要学习目标(以(表示) Key Learning Objectives (denoted by (); o 该模块中提供的工具(以(表示) A list of the available tools for that Module (denoted by (); o 以图示方法列出八个步骤 A diagrammatic representation of the 8 stages involved; and o “需完成的工作” 清单， 与工具相互参照 ( 以[pic]表示) A list of “Things to Do，” cross-referenced to the tools (denoted by [pic]) 战略性经营业绩改善模式 The Strategic Business Performance Improvement Model 八模块企业发展阶梯 The 8 Module Business Development Ladder 模块一：了解你的企业 Module 1: Understanding What Business You Are In 概述 Overview 任何咨询业务的开始阶段都是非常重要的。 作为咨询顾问， 你所负责的是过程—-- 这是需要特别引起你注意的，你几乎不太可能控制结果。 你和你的客户一起开始了一个令人兴奋的旅程。 在这个旅程中， 客户和咨询顾问之间要进行双方向互动的知识交流。 这种信息的交流过程本身同信息一样有价值。 The initial stage of any consulting assignment is particularly important. As the consultant you are responsible for the process – it is important to note， that it is almost impossible for you to control the outcome. You and your client are embarking on an exciting journey together. During this journey， knowledge will be transferred between both parties - the client and the consultant. The process of this information transfer is as valuable as the information itself. 各方都要了解自己在这一关系中所扮演的角色---你只是咨询项目的推动人， 而不是客户业务的专家! All parties must understand your role in the relationship – you are the facilitator of the program， you are not an expert in your client’s business! 一般来讲， 在项目的第一阶段， 你要收集关于客户及其业务的信息。 你还要召开你的第一次战略计划会议。 第一阶段的目的是建立客户和咨询顾问之间的关系， 并开始经营业绩改善项目的 “计划” 阶段。 Typically， during this first stage of the program you will gather information regarding your client and their business. You will also hold your 1st Strategic Planning Session. This first stage of the program is designed to develop the relationship between client and consultant and begin the “planning” stage of the Business Performance Improvement Program. 主要学习目标 Key Learning Objectives 下面的清单详细列举了模块一---- “了解你的企业”主要学习目标的一些内容: The following list details some of the Key Learning Objectives of Module 1 – Understanding What Business You Are In: o 了解企业所有者 (或主要股东)的个人和企业目标， 并开始以所有者的个人目标为基础制定企业宗旨和/或远景； To understand the personal and professional goals of the business owners (or key stakeholders)， and begin to develop the Mission and/ or Vision for the business based on the personal objectives of the owners； o 了解企业当前财务和非财务方面的业绩情况概况； To obtain an overview of the current financial and non-financial performance of the business； o 了解企业所服务的市场，及其产品在各自生命周期中所处的位置； To understand where the business and each market is in its product life cycle； o 了解如何评估企业的价值和系统化会给企业价值带...
咨询顾问手册