Through the specific case of college student entrepreneurship, in-depth analysis of the case business in the market changes in the success and failure of the key points, to see the following I bring you the case study of college student entrepreneurship management, which may have you need.
Case study of university students' entrepreneurial management
Abstract: This paper analyzes in depth the key points of success and failure of the case enterprise in the market changes through the specific case of university students' entrepreneurship, and at the same time, in order to be able to provide valuable guidance for university students' entrepreneurship, this paper especially establishes the case enterprise to At the same time, in order to provide valuable guidance for college students' entrepreneurship, this paper especially establishes a management assessment system for the case enterprise, so as to promote and improve the efficiency of college students' entrepreneurship.
Keywords: college students' entrepreneurship, case management
Throughout recent years, China's higher education has increasingly entered the "white-hot" state, the number of fresh graduates each year has been a fast-growing proportion. This undoubtedly exacerbates the difficult situation of employment for college graduates. Under this severe background of employment, entrepreneurship has become the career choice of most college students. However, according to relevant authoritative statistics, the success rate of entrepreneurship among college students is less than five percent. Thus, it seems that the success rate of college students' entrepreneurship is small. The small success rate of college students' entrepreneurship not only frustrates the enthusiasm of college students' entrepreneurship to a certain extent, but also seriously affects the healthy and orderly development of college students' entrepreneurship. Therefore, it is particularly important to study the management level that affects college students' entrepreneurship, which has a milestone role in guiding college students' practice and carrying out entrepreneurship education practice in colleges and universities.
1 Overview of the basic information of the case of college student entrepreneurship
M company was founded in 2006, located in Jiangsu Province, A city, is three college graduates independent entrepreneurship company. M company's four series of polymer modified asphalt waterproofing roll - SBS, SRO, APP, APR, they are in the city of A city of a wide variety of municipal and civil engineering in a wider application, is the largest new waterproofing materials sales A city, and is the first time that a new waterproofing material sales. A city's larger new waterproof material sales and service company.
There are three sales and installation teams in the marketing department set up by Company M. The sales and installation of the company's products are the sole responsibility of these three teams. In addition, the three sales and installation teams are also responsible for different areas of A waterproofing membrane sales, installation services. The following are the characteristics of Company M's sales and installation teams and their members: ① The sales and installation teams are divided into sales personnel and installation personnel. Among them, the sales staff is responsible for the collection of user information, negotiation of purchase and sales contracts, the recovery of payment, while the main work of the installation staff in accordance with national, industry and corporate standards in the context of the main work is responsible for the installation, paving the sales staff sales of various types of modified bitumen waterproofing roll-roofing. Sales staff and installation staff division of labor, complement each other, cooperate with each other, so as to complete the team's sales and installation tasks. ② In view of the flexibility and variability of the project workplace in City A, the sales and installation team members' contact information is limited to telephone or e-mail. The uncertainty of working time and location makes it difficult for sales and installation team members to communicate with each other face-to-face. (iii) Regular sales meetings are held 1-2 times a month depending on the needs of the sales and installation team members. Therefore, the review of sales contracts and a series of arrangements for the transportation and installation of products can only be exchanged during the rest of the time by telephone, e-mail and fax to exchange the sales information that each needs. ④ Company's sales and installation team of salespersons and installers are mainly through the recruitment of the implementation of the contract appointment management, in which the salespersons have belonged to Company M, there are from the co-selling enterprises, and there are other units of part-time; while the installers are different. Installers must be recruited through the market of M company, after skills training, qualified before they can be on duty, and is responsible for the waterproofing roll-roofing installation work in different sites mobile engaged in the waterproofing roll-roofing. ⑤ The contracted salesperson is responsible for each waterproofing membrane sales installation project, and the specific number of people laying the membrane is determined by the size and difficulty of the project.
In summary, due to the modern communication tools fast and convenient, M company sales and installation team members of various types of technology can be through convenient communication tools, without time and location limitations to complement each other, improve and develop each other. Therefore, this paper argues that M company sales installation team is a new type of team, it is neither controlled by time nor space restrictions.
2 The main problems in the management of the case company
At present, the main product of the building waterproofing materials is the M company's polymer modified asphalt waterproofing roll-roofing, but also the future direction of development of materials in the construction industry. The product has been supported by the state, and for the national industrial policy focus on supporting the development of one of the products. company M's sales of product quality and technology in the same industry in the city of A is at a relatively leading level, has certain product advantages. In the waterproofing market of City A, the market share of Company M is larger than the proportion of the industry. As a result, M company's product sales volume is a straight upward trend.
In the company's establishment and development of the initial period, M company's sales and installation team for the development and growth of the company played a key role. M company's market development and how to change the concept of waterproofing of building users are in the M company's sales and installation team members of the *** with the efforts to achieve. However, due to the relatively weak market competition for similar goods in the region prior to 2009, this has led to the phenomenon of a decline in the number of sales of various types of waterproofing membranes and sales profits of Company M since 2009. However, compared with traditional waterproofing materials, M Company mainly sells products with obvious and irreplaceable advantages, so the business expansion speed is very fast; after 2009, the company is located in the region of the number of competitors for the same products increased, the original competitors are also gradually marketing new types of waterproofing materials, which directly aggravate the degree of competition in the market of the intensity of the market. company M is also therefore gradually lose the advantage of the market, because the simple The quality of the product and technology is no longer able to meet the market demand. The ensuing sales and installation team management loopholes, which directly affects the future development of Company M.
2.
2.1 M company's crisis is mainly in the management of the marketing department of the serious loopholes. M company's annual waterproofing according to the results of the market survey and based on the current state of the development of the company's sales targets and did not quantify the implementation of, but only the use of commission, in order to maximize the benefits of mobilizing the team and the team's enthusiasm for the work of the team, which on the one hand weakened the sales and installation team and the team's members. Binding. Work only focus on short-term gains directly affect the realization of the company's long-term sales targets, the lack of strong funds to develop larger and farther sales targets. 2.2 M Company has not established a sound performance appraisal system for the sales and installation team and team members, and the performance appraisal KPI system is not connected. The current sales and installation team and team member performance appraisal indicators It can be clearly seen that the main content of the indicator assessment is part of the team and team members of the results of the work, but for the team and team members of the work behavior, attitude and way is not included in the scope of the assessment. Therefore, the results of the assessment is as a whole team and team members of the only evidence of the distribution of benefits, which directly led to the short-term sales work, ignoring the long-term development of the company, the lack of new markets, ignoring the improvement of staff capacity, did not pay attention to the changes in customer demand, which ultimately led to the M company in the market competition intensified after the emergence of the development of the company blocked the situation.
2.3 Team members, sales installation team and marketing department due to only performance appraisal, no performance management lack of collective cohesion and centripetal force. This one-sided led to a lack of effective communication between employees, making the company management lagging behind. company M used one-sided interest-driven, so that the sales installation team lack of teamwork. In addition, Company M did not create a favorable sales environment and did not support the sales and installation team members in terms of information and technology. This resulted in most of the sales and installation team members not being able to complete some major projects on their own. The sales and installation team members found problems, but did not receive timely solutions or assistance, and this passive state forced employees to solve a variety of sales problems alone. 3 the establishment of the case company sales installation team performance management system
3.1 case team performance management system to establish the program M company based on the comprehensive analysis of the sales installation team management problems, recognizing that first of all, we must change the target for the assessment of the performance management system, and corresponding to the establishment of effective, in line with market demand, and the sales team as a whole, the overall sales team of personnel compatible with the modern and efficient management system. And finally determined the establishment of a performance management system in line with the needs of the long-term development of the M Company's effective program: ① determine the main assessment indicators of the sales sales installation team to support the Ministry of Marketing's overall market objectives. Its main assessment indicators for the total amount of product sales, market share, the overall quality of product installation. ② According to the Balanced Scorecard (BSC) principles, the overall construction of sales and installation of the overall members of the performance appraisal KPI system, to ensure that the individual performance objectives and the overall performance objectives of the team is closely linked to the all-round assessment of the performance of the team and the team members, to support the overall development goals of the company. ③ In order to ensure the comprehensive development of sales installation of the overall staff, the Ministry of Marketing comprehensively strengthen the performance counseling and effective information feedback system, and pay special attention to the effective combination of face-to-face and SMS e-mail communication methods, so that the overall sales installation of personnel to get timely and effective communication, in order to improve the team's cohesion and centripetal force, the team's positivity to the extreme point, and finally and effectively in all aspects of the sales team members in all aspects of the overall improvement.
3.
3.2 KPI system in the case of the team and the establishment of team members
Based on the principle of balanced scorecard (BSC), combined with the team's work objectives, as well as the company, the team's internal and external factors, to build a KPI system, first of all, to build the KPI system of the sales installation team.
The main responsibility of team sales members lies in solidarity with team members, and is responsible for the collection of market information, product sales and loan recovery. Finally, the decomposition of the sales team KPI system, from the four dimensions to build the KPI system of team sales members . They are based on the combination of the difficulty of the task, the nature of the work of sales members and job responsibilities to decomposition.
As the team installation members are not responsible for the content of the financial indicators, its main responsibility is to install and lay waterproofing roll-roofing in strict accordance with national, industry and corporate standards system standards. Therefore, the team installation member KPI system is in accordance with the various styles of waterproofing membrane installation standards, historical data associated with the installation of members of the tasks and responsibilities established.
4 Determined by the case company sales installation team performance appraisal elements
M sales installation team KPI system is the establishment of the completion of the first step of the management tools, but also must be based on this, to determine the relevant elements of the performance appraisal, so as to play the role of the KPI system, to promote the long-term development of the enterprise. In summary, I believe that in order to make the company's overall management level on a stage, the case team as a whole and between individuals using the Balanced Scorecard approach to performance appraisal. ① Set up the appraisal team personnel of work performance and clarify their division of labor and cooperation. In the M company set up an expert jury, in order to ensure the fairness and impartiality of the assessment, especially to the "degree of independence" and "degree of competence" as the selection criteria, in accordance with the principles of the balanced scorecard, to ensure that the assessment of the fairness and reliability of the real.
The company's senior managers (such as the company's general manager, deputy general manager in charge of sales), middle managers (such as the marketing manager, the head of the sales team and other department managers), excellent team members, the company hired experts, customer representatives and other personnel can serve as the jury. ② Determination of the time of the work performance assessment. Case company sales installation team performance appraisal time is divided into the end of the quarter and the end of the year. To the end of the quarter at the end of the performance appraisal time the main purpose is to effectively grasp the overall progress of the work of the staff, for further sales management to provide a true and reliable basis; and the end of the year assessment involves the final evaluation of the performance of the overall staff of each sales and installation, but also to become the main basis for the adjustment of the position of the M company, rewards and penalties. ③ quantitative comprehensive evaluation of the case team and team members work performance assessment results.
Under the KPI system constructed by M Company, it is not scientific to draw conclusions about the overall members of the company's sales and installation team purely on the basis of a KPI dimension or indicator. The scientific approach is to take each of the KPI assessment dimensions and assessment indicators as the basis for evaluation. Therefore, in order to assess the fairness of the results and effectively improve the performance of the case team as a whole to analyze, compare and improve, should be the scientific use of fuzzy comprehensive assessment methodology on the case of the overall staff to carry out the final comprehensive assessment, in order to commit to the company's longer-term development.
Through the analysis of the management of the case of college students' entrepreneurship, this paper argues that college students' entrepreneurship must strengthen the internal management of the enterprise, in particular, to strengthen the performance management of the enterprise, the development goals of the enterprise and the performance assessment of the entrepreneurial personnel linked to the performance objectives of the performance of the standardization of the behavior of the staff, so as to comprehensively enhance the competitiveness of the enterprise, so that college students' entrepreneurial enterprises have a foothold in the fierce competition and longevity of the market.
References:
[1] Ma Shuwen. Empirical Analysis of Key Factors of College Students' Entrepreneurship[J]. Science and Technology and Industrialization of Chinese Universities, 2010(3).
[2]Zhu Hang. Behavioral analysis of cooperative entrepreneurship and entrepreneurial team members[J]. Journal of Zhongshan University, 2011(3).
[3]Ziyue Xu. Countermeasures of College Students' Entrepreneurship Education Based on the Analysis of Entrepreneurial Performance Factors[J]. China Higher Education, 2011(6).
[4]Hu Guilan. Research on the Influence of Entrepreneurial Team on Entrepreneurial Performance[J]. Science and Technology Management Research, 2010(6).
[5]She Min. Analysis of the Advantages and Disadvantages of the Current Entrepreneurship of College Students in China[J]. China Adult Education, 2010(16).
Author's introduction: Kang Shu (1971-), female, Chongqing, teacher, research direction is entrepreneurship education, student management.
Entrepreneurship Management Case Study
Case: Li Ning's Entrepreneurship Story
Class: Marketing 104 Name: Meng Fei No.: Achievement:
Case Content:
Entrepreneurship Background: In the Seoul Olympics of September 17, 1988, Li Ning, who was not trained in a systematic way, barely made it. Li Ning's successive serious errors on the gymnastics apparatus, domestic public opinion was in an uproar. When people's excessive hope turned into disappointment, sympathy turned into accusation. Some reports went so far as to call Li Ning "shameless" and even sent him razor blades and ropes. December 16, the same year, Shenzhen stadium. "Prince of Gymnastics" Li Ning to a song "hard to say goodbye", officially announced his withdrawal from the world of sports, farewell to their own long 18 years of gymnastics career.
Four directions of denial: director, coaching, show business, and founding a school
Escalation of the management team:
Entrepreneurial period - At this stage, the management team is emotional, made up of Li Ning's teammates, relatives and friends. Growth period - from this stage, professional managers began to harness the development of business operations
Second entrepreneurial period - this period, the management team of Li Ning gradually from the experience-based to learning transition, more emphasis on the system and the law.
Entrepreneurial period - At that time, Li Ning could not enter the door of the state-run shopping malls because it was not a state-owned enterprise. Therefore, the first with teammates, relatives and friends of the relationship network to establish sales outlets, and then use the franchise, contact the national individual households to distribute Li Ning brand products. Li Ning's family-oriented company is very prominent, most of the managers are Li Ning's relatives.
The second entrepreneurial period - from 2000 onwards, Li Ning's workforce expanded rapidly, foreign investment, joint ventures, "paratroopers" continue to enter the company, from Italy and France and other places of overseas designers, design studios have joined.
In 2001, Zhang Zhiyong, who joined Li-Ning in October 1992, succeeded Chen Yihong as the general manager of Beijing Li-Ning, and became the core of Li-Ning's management under the new structure. At present, Li-Ning has six directors who oversee production operations, market strategy, product strategy, etc.
The company's choice: The international sports product market has undergone major changes in recent years, with a clear trend towards the casualization of sporting goods and the athleticization of leisure goods. Another objective fact that must be seen is that the consumption of sporting goods in China is still far from mature, most people buy sporting goods is not just for sports needs, more than 40% of Chinese people's purchasing behavior will still be utilitarian purchasing behavior.
Case study:
First, why did he (she) want to start a business? What feasibility analysis was done?
1, September 17, 1988 Seoul Olympics, training is not systematic, and barely on the Li Ning successive serious mistakes on the gymnastics equipment, quit the sports world, so that he has the determination to change his life, and from then on to business to change his fate
2, "to promote China's sports industry, so that the movement to change our lives! ", is the original intention of the establishment of Li Ning Ltd. Feasibility analysis
1, at the time of the start-up period, the Chinese market is still a demand is greater than supply, sporting goods industry brands have not formed a distinct flag.
2, the company seized the first development opportunity - the 1990 Beijing Asian Games. Li Ning not only thought of the opportunity brought by the 11th Asian Games, but also thought of the Asian Games torch relay, Li Ning generously sponsored the baton bearer of the Asian Games. At this time everyone said Li Ning patriotic, making the brand a household name.
3, Li Ning apparel played a "national card"
4, Li Ning's star charisma and its rich contacts in the sports world, the growth of the "Li Ning brand" has played an indispensable role
5, the unique The unique corporate culture is a baton for every part of Li-Ning to work closely together and move forward, so that all suppliers, distributors, service providers become partners, so that all employees work together.
Second, what type of business organization is used by the venture?
The form of business organization used is a limited company
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