互联网思维与传统企业再造

Mobile Internet Thinking and Traditional Business Reengineering

人类社会进入了(移动)互联网时代。(移动)互联网改变了交易场所、拓展了交易时间、丰富了交易品类、加快了交易速度、减少了中间环节,它对商业企业、工业企业、金融企业乃至医疗企业、高等院校、政府机构产生了广泛而深刻的影响。然而,万变不离其宗。九九归一,即为"互联网思维"。本文认为,互联网思维包括三个层次:一是互联网精神,即:开放、平等、协作、共享。二是互联网理念,虚拟实体打通、时空约束打破,一切都极致化、一切都模块化,个人帝国主义、利用大众力量,通过免费赚钱、用户本位主义。三是互联网经济,交易技术层面:长尾理论;交易结构层面:市场均衡理论;交易绩效层面:消费者主权论。根据互联网思维,传统企业必须进行再造,其方向是打造智慧型组织:网络化生态、全球化整合、平台化运作、员工化用户、无边界发展、自组织管理。正如海尔集团公司首席执行官张瑞敏所说"没有成功的企业,只有时代的企业",所有企业必须跟上时代步伐才能生存。

Mobile internet has had great effect on business, industry, finance, medical, university and government, since the human beings entered the mobile internet era. It has changed the trading place, extended trading hours,enriched trading category,speeded up the deal and simplified the intermediate link. The methods used may vary, but the principle is the same. It is originated from ＇mobile internet thinking＇. This paper holds that there are three levels in the mobile internet thinking. The first level is the mobile internet spirit, which includes the opening-up, equality, cooperation and sharing. The second level is mobile internet idea, which includes virtual-actual combination, free of time and space, perfect whole and detail, modular product and organization, individual imperialism era, use of public power, making money by giving things away and user departmentalism. The third level is mobile internet economy, which includes long tail theory in trading technology, market equilibrium theory in market structure, consumer-centered theory in market performance. In accordance with the mobile internet thinking, the traditional business must be reengineered in order to build the smart organization by entering networking business ecosystem, integrating global resources, operating business as a platform, user interiorization administration, boundaryless enterprise and self-organization management. Just like words from ZHANG Rui-min, who is the CEO of Haier corporation, ＇there is no successful company, only time company＇, what is to say, no company can survive without keeping pace with the times.