正版新书]数智企业经营管理沙盘理论与实践李璠、刘超9787302625

目 录

第一部分 模拟企业经营管理沙盘

第一章 企业经营管理 ·········································································002

1.1 什么是企业 ·················································································································004

1.1.1 企业的由来 ····································································································004

1.1.2 企业及其组织形式 ························································································004

1.1.3 企业的分类 ····································································································006

1.2 什么是经营 ·················································································································007

1.2.1 经营的概念 ····································································································007

1.2.2 经营要素 ········································································································007

1.3 什么是管理 ·················································································································008

1.3.1 管理的概念 ····································································································008

1.3.2 管理的职能 ····································································································008

1.3.3 经营与管理的关系 ························································································010

1.4 什么是沙盘 ·················································································································011

1.4.1 沙盘的历史背景 ····························································································011

1.4.2 沙盘分类 ········································································································012

1.4.3 管理沙盘教学 ································································································012

第二章 组建沙盘团队 ·········································································014

2.1 什么是团队 ·················································································································015

2.2 组建企业团队 ·············································································································016

2.2.1 企业组织架构 ································································································016

2.2.2 营销总监角色任务 ························································································016



2.2.3 财务总监角色任务························································································017
2.2.4 人力总监角色任务························································································018
2.2.5 生产总监角色任务························································································019
2.2.6 协调企业各角色之间的关系········································································020
第二部分企业经营管理解析

第三章市场营销管理·········································································022

3.1 什么是市场营销 ·········································································································023
3.1.1 认识市场营销································································································023
3.1.2 市场营销理论应用的发展············································································023
3.1.3 市场营销的核心概念····················································································024
3.1.4 市场营销环境分析························································································027
3.1.5 目标市场的选择····························································································032
3.1.6 营销策略的制定····························································································035
3.2 沙盘营销总监操作指南 ·····························································································050
3.3 数字营销与企业数字化 ·····························································································055
3.3.1 背景················································································································055
3.3.2 什么是数字营销····························································································057
3.3.3 数字营销的本质特征····················································································057
3.3.4 企业数字营销核心四要素············································································059
3.3.5 未来数字营销的变与不变············································································059
3.4 沙盘数字营销操作指南 ·····························································································060
第四章财务管理···············································································063

4.1 什么是财务管理 ·········································································································064
4.1.1 认识财务管理································································································064
4.1.2 预算管理········································································································069
4.1.3 筹资管理········································································································071
4.1.4 投资管理········································································································073
4.1.5 营运资金管理································································································077
4.1.6 成本管理········································································································078
4.1.7 财务报表分析································································································081
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目 录

V

4.1.8 财务经营策略—杜邦分析法 ····································································089

4.2 沙盘财务总监操作指南 ·····························································································091

4.3 智能财务与企业数字化 ·····························································································095

4.4 沙盘数字财务操作指南 ·····························································································100

第五章 人力资源管理 ·········································································103

5.1 什么是人力资源管理 ·································································································104

5.1.1 人力资源管理的发展阶段 ············································································104

5.1.2 人力资源管理的概念 ····················································································106

5.1.3 人力资源管理的特征 ····················································································108

5.1.4 人力资源管理的发展趋势 ············································································108

5.1.5 人力资源管理的研究内容 ············································································109

5.1.6 人力资源管理的任务 ····················································································110

5.1.7 人力资源“5P”模型概述 ············································································112

5.1.8 平衡计分卡法 ································································································116

5.2 沙盘人力总监操作指南 ·····························································································118

5.3 数字人力与企业数字化 ·····························································································122

5.3.1 数字化人力资源管理的概念及意义 ····························································122

5.3.2 数字化人力资源管理特征 ············································································123

5.3.3 人力资源管理数智化创新的应用场景分析 ················································127

5.4 沙盘数字人力操作指南 ·····························································································129

第六章 生产管理 ···············································································133

6.1 什么是生产管理 ·········································································································134

6.1.1 生产管理的概念与内容 ················································································134

6.1.2 生产管理的三大手法 ····················································································137

6.1.3 认知精益生产 ································································································139

6.1.4 生产管理的分析方法 ····················································································144

6.1.5 生产管理的绩效考核 ····················································································147

6.1.6 “双碳” ········································································································149

6.2 沙盘生产总监操作指南 ·····························································································153

6.3 数智工厂与企业数字化 ·····························································································158

6.3.1 什么是数智工厂 ····························································································158

6.3.2 数智工厂的特征 ····························································································159



6.3.3 数智工厂的关键技术····················································································159

6.3.4 数智工厂的应用场景····················································································160

6.4 沙盘数字生产操作指南 ·····························································································163

第三部分企业经营管理沙盘详解

第七章沙盘经营规则·········································································168

7.1 模拟企业背景 ·············································································································168

7.1.1 新管理团队建设····························································································169

7.1.2 产品类型和市场需求趋势············································································170

7.1.3 企业面临的市场····························································································170

7.1.4 企业目前经营状况························································································171

7.2 企业管理流程 ·············································································································171

7.3 沙盘模拟操作规则介绍 ·····························································································172

7.3.1 市场开拓和品牌建设····················································································172

7.3.2 销售会议与广告计划、竞单顺序································································174

7.3.3 销售订单、销售交货····················································································176

7.3.4 生产厂房管理································································································177

7.3.5 生产设备管理································································································178

7.3.6 生产管理········································································································178

7.3.7 特性研发········································································································181

7.3.8 融资管理········································································································181

7.3.9 工人管理········································································································182

7.3.10 应收账款、应付账款及贴现······································································184

7.3.11 费用核算 ······································································································184

7.3.12 碳排放··········································································································185

7.3.13 社会责任······································································································185

7.4 “引导年”操作 ·········································································································186

7.4.1 沙盘初始状态································································································186

7.4.2 “引导年”操作流程····················································································187

第八章沙盘数据分析·········································································193

8.1 如何制定营销策略 ·····································································································193


数智企业经营管理沙盘理论与实践 6校 文前.indd 6


2023/2/27 9:45:43


目 录

8.2 如何制订生产计划 ·····································································································199

8.3 如何使得工人效率优选化 ·························································································202

8.4 如何避免破产 ·············································································································203

第四部分 企业家

第九章 企业家精神 ············································································208

9.1 企业家精神 ·················································································································209

9.2 社会企业家精神 ·········································································································210

参考文献 ·····························································································213

附录 ····································································································214

李璠，博士，清华大学基础工业训练中心讲师，工程训练教研室副主任。2017年博士毕业于法国国立高等工程技术学校（国家公派），2018年至2020年于清华大学工业工程系进行博士后研究工作。目前主要从事智能制造、系统工程、项目管理、创新创业教育等领域的研究与教学工作，已面向清华大学本科生、研究生及校外人员讲授过多次相关课程或培训。主要参与建设清华大学与麦肯锡公司合作建立的北京数字化能力发展中心。近年来，以第一作者在国内外主要的学术期刊与国际会议发表论文近20篇，其中多篇被EI和ISTP收录，获得软件著作权1项，发明专利3项，主编或参编专著及教材4部，先后参与国家虚拟仿真实验教学项目、科技部国家重点研发计划项目等科研课题多项。

依托“数智企业经营管理沙盘”，从理论到实践，系统地学习企业经典管理理论及数字化技术所带来的场景变革

本书依托“数智企业经营管理沙盘”，从理论到实践，系统地学习企业经典管理理论及数字化技术所带来的场景变革。本书分为模拟企业经营管理沙盘、组建你的沙盘团队、企业经营管理解析、企业经管理沙盘详解、复盘、企业家精神六个部分，结合沙盘教具和实际经营案例，分别介绍了包含营销 4P 理论、精益生产、筹资管理、人力资源管理 5P 模型、企业三大报表、财务数据分析等知识，并进行实际运用训练。 本书还注重思政教育，在学习知识的同时，学习社会主义企业家精神，理解中国制造的历史使用，认知不正当竞争的危害，加强依法纳税的公民意识，正确理解碳中和与碳达峰。 本书适合作为高等学校工商管理、财务管理、会计及相关专业学生的教材，也可作为企业内部管理能力提升培训的参考资料。