第一部分是关于微软的介绍。
Microsoft Corporation is an American-based multinational computer technology corporation
that develops, manufactures, licenses, and supports a wide range of software products for
computing devices. Headquartered in Redmond, Washington, USA, its best selling products are
the Microsoft Windows operating system and the Microsoft Office suite of productivity software.
Originally founded to develop and sell BASIC interpreters for the Altair 8800, Microsoft rose
to dominate the home computer operating system market with MS-DOS in the mid-1980s,
followed by the Windows line of operating systems. Its products have all achieved near-ubiquity
in the desktop computer market. One commentator notes that Microsoft's original mission was "a
computer on every desk and in every home, running Microsoft software." Microsoft possesses
footholds in other markets; with assets such as the MSNBC cable television network, the MSN
Internet portal, and the Microsoft Encarta multimedia encyclopedia. The company also markets
both computer hardware products such as the Microsoft mouse as well as home entertainment
products such as the Xbox, Xbox 360, Zune and MSN TV. The company's initial public stock
offering (IPO) was in 1986; the ensuing rise of the company's stock price has made four
billionaires and an estimated 12,000 millionaires from Microsoft employees.
Throughout its history the company has been the target of criticism, including monopolistic
business practices and anti-competitive business practices including refusal to deal and tying. The
U.S. Justice Department and the European Commission, among others, have ruled against
Microsoft for various antitrust violations.
Known for what is generally described as a developer-centric business culture, Microsoft has
historically given customer support over Usenet newsgroups and the World Wide Web, and awards
Microsoft MVP status to volunteers who are deemed helpful in assisting the company's customers.
第二部分是关于微软的市场战略，分为五个部分。
Rivalry among competitors
Its industry has a large number of competitors, such as yahoo, google, linux and others software
suppliers. The structure of their products with Microsoft is similar to or even better than Microsoft,
because they are more special and deeper. The company is more extensive. So Microsoft's
competitive edge in the industry, it correspondingly lower. Microsoft should take the Union, the
acquisition and merging strategy (alliance Lenovo, Apple, Yahoo acquisitions) to increase the
intensity of competition
Threat of potential entry
It is still much potential for development of the industry, at any time with the development of new
technologies, new competitors enter and develop its market. For instance, Microsoft has begun to
focus on is that from a software, but the development of the network market too fast, google the
first to tap the potential market for the network, he relied on their own technology, enjoying the
scale-based low cost advantage low-cost advantage, and created economies of scale of economies
of scale, with a large number of customers and markets. When Microsoft is aware of the important
development of the network it is too late. Google created barriers to entry for him.
Bargaining power of suppliers
Microsoft has it by virtue of its large business customers in the market, he strongly Bargaining
power of suppliers. Microsoft in the pc market, accounts for the dominant position of the system,
tends to a monopoly. Most computer manufacturers are using Microsoft's system, because many
users of Microsoft's system. Only a few alternatives to Microsoft's operating system, like linux,
and Mac os. While Apple has only mac os system, others' majority pc manufacturer, or prefer to
use Microsoft's system. And that Apple's main market area is limited to the United States. So
Microsoft has a strong Bargaining power of suppliers
Bargaining power of buyers
Microsoft, by virtue of his self-developed technology, has a strong Bargaining power of buyer. His
strategy is to ie, media player bundled with the system, etc., and the most compatible with
Microsoft's most powerful office in other many other software vendors can not provide. And
Microsoft is still continuing to develop, making Microsoft's other software providers do not need
the help and supplies. Even if other software companies need to purchase a product or technology,
but also not spend a high price, because it trades too much, and the products tend to standardized
standard, undifferentiated undifferentiated, so Microsoft has a strong Bargaining power of
suppliers
Threat of substitutes
A large number of software vendors is likely to replace Microsoft software, such as opera instead
of IE, wps instead of office, instead of Storm video media player. Most of these third-party
software is free, and more powerful (such as Storm video player). They attracted a large number
of customers. A lot of fees and charges in relation to Microsoft's office software, and so on,
Microsoft will lose its competitive edge, in turn was replaced by third-party software. For instance,
linux system, open source, and now increasingly being user concerns and preferences, dell has
begun and many of his pc pre-installed linux system has. Therefore, Microsoft needs to reduce
costs, or to continue its efforts to develop his software.
第三部分是关于微软卓越的企业文化。
Bill Gates unique individuality and the excellent skill has accomplished Microsoft
Corporation's cultural personal status. This astute, energetic and fantasized richly the company
founder, seeks vigorously and assigns similarly both understands manager who with the
technology and is good at managing the personnel. He always stressed that organizes take the
product as the center to manage the company, the surmounting management function, implements
the organization innovation boldly, vigorously unearths in the company interior and the applicant
with the equally rich innovation and the team spirit talented person and entrusts with an important
task. Bill Gates by its staff was described that is one misses homeland imaginary, is one saves the
strength unceasingly and pursues the successful person crazily. This kind of individual conduct, is
affecting the company deeply. His abundant technical knowledge storage quantity and the highly
keen strategic judgment as well as a large quantities of astute software development which and the
management talented person collects around him, causes itself and the company stands erect in
this rapidly expand profession most front. Gates is good at seeing clearly the opportunity, closely
seizes these opportunities, and can cause oneself individual energetic style to implement in the
company, thus causes entire activities and so on company's management and operation and
product development has the Gates color.
Second, management creative talented person and technical team culture
A knowledge enterprise key character has one has the creative talented person in large
numbers. The Microsoft culture can not like these the massive rules, the organization, the plan,
opposed intensely bureaucratism the programmer unites in together, follows “sets up the function
overlapping technical panel” the strategy criterion; Is authorized specialized department to define
their work, advertises for and trains the new broom, causes the class of operation nimble mobile,
lets the people maintains the independent ideological nature; Technical panel's members may
study in the work, from experienced person there study, does not have the too many bureaucratism
rule and the intervention, does not have the obsolete official training project, does not have “the
professionalism” the administrative personnels, have not played “the statesmanship”, to practice
the bureaucratism the atmosphere. Manager the personnel are capable and amiable, thus causes the
majority employees to think that Microsoft is this profession best operational site. This kind of
team culture has provided the work which and the massive studies and the policy-making
opportunity for the staff interesting changes unceasingly.
Third, constant innovative spirit
Era of knowledge economy's core work content is innovates, the innovative spirit should be
the knowledge enterprise culture essence. The Microsoft people always or enter a latent
large-scale market as the earlier worker - creation, then improves one kind to become the market
standard unceasingly the good product. Microsoft Corporation carries on the evolution
unceasingly the product innovation, often and has the important breakthrough, has formed one
kind of unceasing metabolism mechanism in the company interior, enables the competitor very
little to have the opportunity to be able to pose the threat to Microsoft. It improves the new
product unceasingly, eliminates the old product regularly the mechanism, causes the company
product to become or to become the profession standard unceasingly throughout. The innovation
is passes through Microsoft to manage entire process the core spirit.
Fourth, foundation study organization
The Microsoft people have formulated their strategy for this reason, through the self-criticism,
the information feedback and the exchange makes every effort to progress. Microsoft after full
weight product development process various essential factors, in carries on a more effective
management vigorously and avoids between the excessive bureaucrat seeking one kind newly
balanced; Take thoroughly the analysis and the customer relation, regards the customer the support
as own progressive basis; Systematically studied from the past and the current research project and
the product, carried on the self-criticism, the self-denial unceasingly; Through the email
establishment widespread relation and the trust, Gates and other managers the personnel urge
people maintain the close relations, strengthens the interactive type study, realizes the resource
sharing; Through the establishment sharing system influence corporate culture's developmental
strategy, the promotion company organization occurs is changing, maintains the full vigor. The
establishment study organization, causes the company whole to unify closely, the efficiency will
march high to the future.
Microsoft Corporation initiates the idea which all along the staff studies life-long. In position
significance's training is only one method which the staff studies life-long. Company's study idea
is: 70% studies obtain in the work, 20% studies from manager, colleague there gain, 10% studies
obtain from the professional training generally speaking, and the new staff enters the company's
first year to design for the study time. We will provide other basic training, how like to use
company's equipment, how to fulfill reimburses and so on financial procedures, the company each
kind of welfare which will provide for the staff and so on. In 6 months, is some comparison depth
training, how for instance to participate in company's some staffs planning, how to carry on the
achievements management and so on. Professional skill training already includes in domestic
training, also includes overseas training, the training time also has the length. The company will
place some important training plan in the staff net's main page, the staff saw, may according to
own need to the higher authority to propose that the application will participate in these training.
Mainly has the higher authority and colleague's teaching by personal example from other people's
training, moreover, also will seek for one for the new staff “teacher”, this teacher will usually be
the staff works outside the department the other department's senior staffs, the goal lies in raises
beside their labor of duty ability and discovers oneself other potentials the possibility. According
to the post before you have to understand, you can find at the other side under the sub-types of
questions might be raised was not evading the question, beat around the bush, you can get to the
issues raised other comments, it is best to remember to be Back to the question was itself, to
answer questions, the best concrete examples to the Department.