前??言


本书是为配合战略管理课堂教学而设计编写的，主要采用中国本土企业实例 ，以双语的形式编排，及时反映中国情境特征以及企业战略管理实践的前沿动态 。本书旨在通过理论与实践的结合教育，引导学生了解中国企业所处的新环境，感受国家经济蓬勃发展下的企业微观动态；提升学生运用企业战略管理理论与方法分析问题和解决问题的能力。
本书编有 14个案例，遵循战略管理过程框架的顺序，内容涉及战略管理的概论、竞争环境分析、战略制定和战略实施，覆盖了战略管理的主要知识点。案例1 以中国古代军事战略解释现代战略管理过程，案例 2 强调了对战略管理相关概念的理解，案例 3 是关于外部环境分析的案例，案例 4 通过引发公司的案例解释企业内部环境，案例 5 是关于竞争战略的内容，案例 6 主要讲述动态竞争战略，案例 7是关于多元化战略的案例，案例 8 介绍了海信并购科龙的过程，案例 9是关于国际化战略的案例，案例 10 主要讨论了京东的合作战略，案例 11 以万科为例介绍公司治理的过程，案例 12 通过对小米公司的组织结构演化强调战略与组织的关系，案例 13 主要介绍国企创业者的战略领导力，案例 14 讲述波司登的战略创业过程。每个案例都包括知识点、案例目的、案例正文、案例问题、分析提示与案例视频。
本书的编写与出版历时两年有余，编者都是来自宁波大学商学院的教师，具体分工如下：案例 1、案例 3、案例 4、案例 7 由吴瑶编写，案例 6 由陈云超、吴瑶编写，案例 9 由彭新敏编写，案例 10、案例 11、案例 12、案例 13 由张祺瑞编写，案例 2 和案例 14 由刘电光编写，案例 5 由王健编写，案例 8 由杨林波编写，全书由吴瑶统稿。案例视频分工如下：案例1、案例3、案例4、案例5、案例6、案例7、案例8、案例9由吴瑶拍摄完成，案例 10、案例 11、案例 12、案例 13 由张祺瑞拍摄完成，案例 2 和案例 14 由刘电光拍摄完成。
本书是浙江省普通本科高校“十四五”首批新文科重点教材建设项目，本书的顺利出版也得益于宁波大学工商管理国际化专业建设项目的支持。在本书编写过程中，宁波大学硕士研究生乐海姣、李一鸣、丁洁、张瑜珊做了部分书稿校对和排版工作，北京大学出版社做了耐心细致的编辑工作，在此一并表示感谢。
本书可以作为教师课堂教学参考书或者学生课后自学用书，也可以作为管理从业人员的阅读材料。编写组成员均是来自战略管理教学一线的教师，成员们召开多次教材编写研讨会，对案例的选择、撰写风格的确定、问题设计等方面达成共识。虽然编写组认真编写、仔细校对，但能力所限，难免疏忽，本书可能还存在不完善的地方，恳请同行、读者批评指正。有任何意见或建议可联系：wuyao@nbu.edu.cn。

吴瑶


Preface


This is a case-based book intended to be used in the classroom teaching activities on strategic management. All cases are derived from local Chinese companies and drafted in both Chinese and English. These cases reflect the situational characteristics in China and the dynamics of these companies in strategic management. It is designed to guide the students to integrate theory with practice, understand the new context faced by Chinese companies, feel the micro dynamics of enterprises under the rapidly developing economy environment in China, in order to improve their ability to analyze and solve problems by applying the corporate strategy management theory and methods.
The book contains 14 cases arranged based on the strategic management process. It covers the main knowledge points of strategic management, including overview, internal and external context analysis, and strategy development and implementation. Case 1 (Longzhong Dialogue) is about strategy analysis, which discusses the modern strategic management process based on the military strategies in ancient China. Case 2 (Spring Airlines) focuses on the understanding of strategic management related concepts. Case 3 (Fenghua) is about external context analysis. Case 4 (Yinfa) is about internal context. Case 5 (Fenbi) is about competition strategy, Case 6 is about dynamic competition strategy. Case 7 gives an example of diversified strategy. Case 8 describes the process that Hisense acquired Kelon, Case 9 (Haitian) is about international strategy. Case 10 (JD.COM) mainly discusses the cooperation strategy. Case 11 discusses the corporate governance process by taking Vanke as an example. Case 12 focuses on the relationship between strategy and organization based on the evolution process of organizational structure of Xiaomi. Case 13 (ChemChina) mainly discusses the strategic leadership of SOEs, and Case 14 discusses the strategic entrepreneurship process of Bosideng. Each case includes Key points, Case Purpose, Case Description, Questions, Tips for answering the questions， QR code for case video.
It took more than two years to prepare and publish the book. All writers participating in the book are the teachers from the School of Business of Ningbo University. In particular, Cases 1, 3, 4, and 7 are written by Wu Yao, Case 6 by Chen Yunchao and Wu Yao, Case 9 by Peng Xinmin, Cases 10, 11, 12, and 13 by Zhang Qirui, Cases 2 and 14 by Liu Dianguang, Case 5 by Wang Jian, and Case 8 by Yang Linbo. The book was finally compiled and edited by Wu Yao. Videos of Cases 1, 3, 4, 5, 6, 7, 8 and 9 by Wu Yao, videos of Cases 10, 11, 12, 13 by Zhang Qirui, videos of Cases 2 and 14 by Liu Dianguang.
This textbook is the result of the first batch of key new liberal arts textbooks construction projects for ordinary undergraduate universities in Zhejiang Province during the 14th Five Year Plan period. For the publication of this book, the Business Administration Internationalization Program of Ningbo University provided great support and Peking University Press carried out careful and patient editing work. Besides, the post graduates of Ningbo University Le Haijiao, Li Yiming, Ding Jie, and Zhang Yushan carried out a lot of proofreading and typesetting work. I would like to express my appreciation for them.
The book may be used as a reference by teachers, students as well as management personnel. All the writers of the cases are front line teachers engaged in strategic management. We held several discussions on the case selection, writing style, and questions design. Despite of our full efforts and careful editing, inadequacy is inevitable due to limited proficiency. Any criticism and suggestions from the peers and readers are appreciated. For any comments, please contact: wuyao@nbu.edu.cn
Wu Yao
December 21, 2023.
2023年12月21日