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央广网长沙9月17日消息(记者傅蕾 通讯员徐弘)揽岳麓之神韵,怀湘水之灵秀。有着2000余年悠久历史的长沙,既继承着湖湘文化的传统性,又兼具着年轻城市的活力和自信。9月16日,由北京大学光华管理学院主办,华兴控股集团联合主办的2017年北大光华MBA&MSEM全国公开课在长沙精彩开讲。数百位精英齐聚一堂,共品这场商业知识的盛宴。
第一位授课老师是北京大学光华管理学院副院长、营销战略及行为科学系教授:张影,他为大家带来了《无处不在的社交》主题分享。张影教授从社交的核心动机谈起,阐释了社交存在的多种形式以及其对商业活动的影响。他认为,社交是“参与者-工具-目标-反馈”这样一个闭环。参与者通过一系列的工具,达成既定的目标,并积极寻求反馈,最终实现认识社会、了解世界的目的。在社交中,人们需要一定的不必要的障碍,来增加反馈的丰富程度,而反馈的丰富程度决定了社交回路能够存在的长度。张影教授从现象级游戏产品入手,与到场的同学探讨了全民参与背后的深层次原因。他认为:游戏也是特定环境下的社交,参与者通过执行共同的规则、借助特定的工具,实现目标并获得反馈,其背后的逻辑与社交是一致的。游戏设计者通过制定参与者数量、调整门槛、丰富反馈等方式优化社交质量、增强游戏热度。此外,张影教授还以星巴克为例,阐述了如何基于社交背后的心理行为,把游戏当中的规则应到商业模式中,深入浅出的授课方式和幽默的语言获得了全场热烈掌声。
随后,北京大学光华管理学院组织管理系教授张闫龙以《社会网络与战略领导力》为题,诠释了社会网络与战略领导力的关系,以及如何利用社会网络在人际网络层面提高影响力、在企业小圈子层面提升团队效能、在组织间网络层面提升行业内影响力等问题。他通过多个鲜活的案例分析,向大家传递了“网络掮客”的概念和其价值:通过搭建信息桥梁,为部门、组织以及市场带来竞争优势。张闫龙教授认为,网络结构影响着关键信息的传递效率,也影响着企业的兴衰。在业务层面,销售网络并非越大越好,领导者应深入分析销售的四个阶段,相应合理规划与之匹配的网络。而在团队效能层面,则需要借助“非正式网络”,科学聚合、系统调查,将节点之间的关系视觉化,从而帮助组织识别机会和挑战、协调形成恰当的应对措施。同时,不同网络类型的有效程度会受到组织战略目标和任务特征的影响,因此促进二者的匹配至关重要。张闫龙教授向大家展示了三种模式:程序化反应、模块化反应、定制化反应,并以京东方公司等案例为切入点,阐述了在企业不同发展阶段和战略目标下网络结构的调整。最后,张闫龙教授以高科技产业区的对比分析诠释了社会网络对于产业集群如何组织的意义,同时用三星曾进入汽车行业的故事告诉大家组织间网络对于克服壁垒进入新行业的意义。张闫龙教授深刻独到的视角和精辟观点让在场观众领略到北大光华的大师风采。
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