wen | dudongcaijing yangyang

编辑 | 夏益军

2014-2016nian，congzhongguancundaoxierqiguangmaodetudishang，menkouyongyuantingzhetouzizhedediaoyandaba，huiyishiyeyongyuanbaoman，zhiyinzheilijujizhezhongguozuitoubudewangluoanquangongsi。

sinuodengshijianhou，wangluoanquanshangshengdaoguojiaanquandezhanlvegaodu，wangangongsiyechengweiruanjianxingyezuiremendexifenlingyu。shenzhiyouqiyechuangshirenyiduhanchuwanyishizhidehaoyanzhuangyu。

danzuijinjinian，wangangongsiyijingdanchuletouzirenshixian，toubugongsiyeshiyaozhanhouzaiyaozhan、jinsannianqianxinbaodie7cheng，shenxinfubaodie8cheng。

zhidaoqianjitianweiruandelanpingshijian，zhongxinjiqidajiaduiwangluoanquandezhongshi，wangangongsicaijiuweidejitidazhang，danzheiyezhishiyiriyouxingqing，ciriwangangongsijiuhuituledabufenzhangfu。

weishenmeyuanbenyoujigaozhanlvediweidewangangongsidebudaotouzirenqinglai？benwenchiyouyixiaguandian？

1、piankewentibeifangda。wangangongsiyingshoudatoulaizizhengfuyangqi，danjinniandifangzhengfucaizhengjinzhang，duiwangluoanquantourubujiyuqi，wangangongsizengsuchuxianlemingxianxiajiang，23nianqianxin、shenxinfuyingshouzengsudoubudao4%。

2、bduandeshengyibeijiafangqiangle。bduanyouwanganxuqiudedaduoshidagongsi，dagongsigengqingxiangzaihexinhuanjieneibuyanfa，jinnianlaiwanganchanpinchuangxinyeduolaizijiafangneibutuandui，wangangongsichanpinmenjianjiaodiqietongzhihua，xianrulejiagezhan，lirunweibodejumian。

3、wangangongsidaolejiazhifenshuilingdejiedian。guoquwangangongsichanpinshiyingfujiancha，naxiangmukaoshangwunengli。lesuobingdushangyehuahou，wangangongsihuidaojiejuekehuwentidejishuzhizheng。wangangongsijishutouruyemingxiantigao，

shiwangangongsilirunxueshangjiashuang，danzheiyeshixingyebaituotongzhihuajingzheng，huodejishuyijiadeqiji。

01 企业价值配不上战略价值

2021nian，qianxinshangshihoudeshougenianhuishang，qixiangdongtidao：“ruguo10nianhouwomenhaishi‘wanganyige’，yidangqiandeshizhi600yi，anzhaoshichangpingjunzengzhang20beisuan，jiushi600cheng20，dengyu1.2wanyi，dagezhe，10nianhouyehuidadaowanyishizhi。”

qixiangdongchangxiangwanyishizhibingbunengwanquanshuoshi“xinkoukaihe”，bijingwangluoanquanyoujigaodezhanlvejiazhi。guanhuxinxishenzhiguojiaanquan。

buxinkankanqianjitianweiruangongyingshangcrowdstrikedeyicishiwu，zaochengweiruandiannaolanpingdeitguzhang，shimeiguolianxusantianchuxianchao1000jiacihangbanquxiaodeqingkuang，yixieguojiashenzhilianzhengwudouchuxianletingbai。

jigaodezhanlvejiazhishiwanganxuqiuliyingyouzheguangkuodeshichangkongjian，wangangongsisihuyeliyingxiangshougaoguzhi。cengjingdewangangongsiyequeshishoudaoguozhuipeng，toubugongsishenxinfucengsannianbaozhang8bei。

danzuijinjinianwangangongsikaishijizhuanzhixia，jinsannian，toubugongsiqianxinbaodie6cheng，shenxinfubaodie8cheng，qimingxingchenyeyijingyaozhan。shizhijisuxiadiexia，guoneiwangangongsiyeyijinghehaiwaitongxingchuxianlejudadeshizhihonggou，zheicichuwentidecrowdstrikedadiesanchenghou，shizhihaishiqianxinde23bei。

guoneiwangluogongsizaoyuhuatielushiyinweizengzhangluojichulewenti。

meiguowangangongsizengzhangyikaogegexingyedexinxihuashentoulvtisheng，zengsubijiaowending。jinsannian，crowdstrikeyingshoufuhezengsudadao51%。

erguoneiwangangongsiyoudianpianke，zhengqizhanjujinyibanfene，biru23nianqianxin，nengyuan、jinrong、yunyingshangdengyangqiyijizhengfu、gongjianfadenglingyudeyingshouzhanbichaoguo56%。

zhongsuozhouzhi，jinnianlai，yiqingdefanfu，yijiduifangdichanxingyedediaokong，doushidifangcaizhengchuxianleyali，bushaodifangdewanganitzhichuyeshoudaoleyingxiang。23nianqianxin、shenxinfu、qimingxingchendeyingshouzengsudoubudao4%。

neiwentilaile，guoneiwangangongsiweishenmepiankegduan，quezuobuhaobduanni？

02 生意被甲方抢了

ruguobijiaoguoneiwaiwangangongsi，huifaxianyigefeichangyouyisidexianxiang。

zuijinjinian，guoneihuaichuaixinliniandazaoxinchanpindexinxingdewangluoanquangongsi，jihuquanbuchuziyudajiafangdeanquantuandui。biru，shuyingxingqiulaiziyualibabashujuanquantuandui，haiyouxuduoanquangongsilaizibaidu、huaweidengdeng。danhaiwaidetongxingqiaqiaxiangfan，duifangdaduohaishichuziyuyifangdeanquangongsi。

zheigexianxiangqishifanyinglezaibduanguoneiwangangongsimeiyouhaiwaifazhandebduanturang。

zuoweiyifangdewangluoanquanfuwuchanpin，qibeipujiyaoyituojiafangdewangluojichusheshiyijifufeiyiyuan。erzaihaiwai，bduanqiyeyuanyihewangangongsihezuo，birujishiqiangruweiruanyexuanzelehechuizhidewangangongsicrowdstrikehezuo。

danzaiguonei，bduanqiyebingbuyuanyinjienadisanfangdechanpinweizijiyong。youqishicaidaqicudehulianwanggongsi，zaiwanganchanpinshangdaduoxuanzeziyan，haimengxiangzheyoujiangziyandeneibuxinxihuachanpinnengduiwaishuchu。

zhongmeiwangangongsichuxianzheizhongchayihejiafangdeyewuluojiyouguan。

jiandanlaishuo，yuzhongguoxiangbi，meiguoqiyedeyewuxiangduiguding。zheiyidiankankanhulianwangjutoudebiaoxianjiuzhidaole，meiguohulianwangjutoudaduoshengengmouyilingyu，erguoneiqiyeyewutiaoxianjiaoduo。beihoudeyuanyinzaiyu，meiguoqiyeshichangmianxiangquanqiu，gengqingxiangweiraozhuyebayewuzuojingxihua。

youci，meiguoqiyedeliuchenghejichusheshixiangduiguhua。wanganchanpinzhixuyaogenjuguhuadeyewuliuchengzuobiaozhundechanpinhuaqianrujike。

guoneiqiaqiaxiangfan，qiyewangwangxihuanzhuizhufengkou，yewuliuchengheitsheshiyaojingchanggenjuyewudiaozheng，zaijiashangguoneimeiyouwanshanderuanjianjichu，henduodaxingqiyedouxihuansiyouyundengzijiandeitsheshi。zheixieyinsudaozhileguoneidewangangongsikaifadechanpinhennanwanquanshipeijiafang。yinciduiyuneixieyoujishunenglidedaxingbduanqiye，ziyanwanganchanpinfandaoshihenhaodexuanze。

jishishizaiyixiexiangduijishunenglibuqiangdebduanqiye，wangangongsidechanpinyeyaogenjujiafangzuodiaozheng，biruguowaixiangduibiaozhunde“lingxinren“chanpinluodidaoguonei，jiubianchenglekegenjubutongyewuyaoqiudiaozhengdezhongduanshaxiang。

yuanyinzhengshiguoneiqiyexihuangezuogede，henduowaibuchanpinjierudouxuyaozhongxinkaifa。zheiyedaozhileguoneizuitoubudewangangongsimaolilvyeyaobihaiwaitongxingzhishaodi10gebaifendian。

suirankunnanzhongzhong，danyoujigaozhanlvediweidewanganxingyehaiyaofazhan，xianzaiwangangongsijiuyudaoleyigejishifengxianyeshijihuidexingyebianhua。

03 来到价值分水岭的节点

guoneiwangangongsirujinhaichuyudongbudongjiukuisundeweilizhuangtai，2023nianqianxin、shenxinfujinglilvfenbiezhiyou2.6%、0.9%。

ruguocongcaiwushujukan，weilidebingbushiyinweigaoyanfaershigaoxiaoshou，2023nianqianxin、shenxinfuzuidadefeiyongzhichushixiaoshoufeiyong，xiaoshoufeiyonglvfenbiewei29.7%、35.3%，bigezideyanfafeiyonglvhaiyaogaochu4.9、6.7gebaifendian。

zheifanyingchudeshi，guoquguoneiwangangongsidechanpintongzhihuayanzhong，naxiangmugengduodeshikaoshangwunengli，erbushichanpinnengli。

zhongguoxinxianquancepingzhongxinzhurenzhangfengduiguoneiwanganchanpindepingjiashichanpinzhiliangyuguowaixianjinshuipingcunzaijiaodachaju，zhuyaobiaoxianchutongzhihuayanzhong，youyudishuipingzhongfujingzheng；anquanloudongpinxian、“anquanchanpinbuanquan”。

chanpintongzhihuabingbushiguoneiwangangongsibunuli，haishihekehudegoumailuojiyouguan。

zaidaduoshuqiyeneibu，anquancongyezhehuayuquanjiaoruo，youxiandeyusuanzhinenggoumaiguibizerendechuantonganquanchanpin。zhidaideshixingyedourenke，douyongdeyixiechanpin，danzhishaodajiadouyong，jishichulewentiyeketaobizeren。haiyouzhiqianzaiyixieteshulingyuyoudengbaozhidu，kehumaigechanpin，nengyingfuwanjianchajiuguoguanle。

zaishangmiandeyewuluojixia，duiwangangongsilaishuo，shangwuguanximouzhongchengdushangbijishunenglihaiyaozhongyao。ruguo，zheizhongqingkuangchixuxiaqu，guoneiwangangongsigengleisiyigexiaoshouqudongqiejishubileibugaoderuanjianchang，xiangxiangkongjianqueshibuda。

danxianzaiqingkuangyoulebianhua，suizhejishufazhan，wangluogongjicongyiqiandedipincidexuanjibianchenglegaopinciyizhongshangyemoshi。dianxingrulesuobingdu，jilesuoruchongtongguoqinruitxitonghuodeshangyeliyideyizhonglesuoxingwei。

lesuobingduyijingyingxianglejinbaiguojia，baokuoyingguoyiliaoxitong、kuaidigongsifedex、eluosidianxingongsimegafondouchengweishouhaizhe，zhongguoxiaoyuanwangheduojianengyuanqiye、zhengfujigouyezhongzhao，beilesuozhifugaoeshujincainengjiemihuifuwenjian。

lesuobingdushangyehuahou，shiwangangongsideshangyeluojiyefashenglebianhua，congyingfujianchabianchenglezhenzhengjiejuekehuwenti。

wangangongsiyezhiyoubaochigaotouruyanfa，cainengjiejuepinfadewangluoanquanwenti。zheizhongbianhuayetixianzaiwangangongsishenshang，shenxinfuyanfafeiyonglvguoquduonianzai25%zuoyou，rujinyitishengdao30%。

zengjiajishutouruhuishiwangangongsibenjiuweibodelirunxueshangjiashuang，danzhangqilaikan，yeshiwangangongsibaituotongzhihuajingzheng，huodegaojishuyijiadezuiyouxuanze。ruci，wangangongsiyelaidaolejiazhifenshuilingdejiedian。