品牌的耀升与陨落——“旭日升”品牌决策失误分析与启示

决策是企业管理的重中之中,其正确与否直接关系到企业的生死存亡。在旭日升成长历程研究中,我们发现其决策者过于盲目追求规模经济,决策中缺乏科学性、民主性和战略性。研究与实践均表明,决策者动态适应性、接受和运用新知识的能力、利益整合能力、危机管理能力、经营管理和信息处理能力等六项素质是其进行正确而有效决策的关键。

On the Shining or Decline of a Brand

The decision is the most important issue of enterprises' management.The successful decision connects with the existing of enterprises directly.From the developing course of "Xurisheng" brand,we can find that there are many problems,such as policy-maker pursues large-scale production blindly;the decisions are lack of scientific,democratic and strategic characters.The researches show that there are six characteristics can make policy-makers decide efficiently which are dynaic adaptability,ability of adopting and using new knowledge,profit integration capability,crisis manage ability and the ability of managing and dealing information.