Rationalization Of Enterprise Operation Process

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George, a famous sociologist, studied the phenomenon brought by McDonald's nearly 30 years ago. He named it "McDonalds". He used Webb's rationalization analysis to say that "McDonald's success was due to its efficiency, computability, predictability and control for consumers, workers and managers."

Webb's rationalization means removing the elements of witchcraft from society and replacing them with systematic, logical and reasonable elements. The extreme case is "removing humanity" and lacking concern for human values.

No one wants to enter the ultimate "reasonable iron cage", but none of us can resist the trend of rationalization.

Ritsl analyzed in detail the four factors: efficiency, computability, predictability and control: McDonald's provided efficiency; for consumers, it provided the best way from starvation to satiate; McDonald's provided computability, or emphasized the quantity of products sold (number and cost), also emphasized the quantity of services provided (the time needed to get products); McDonald's provided predictability, that is, to ensure that products and services were the same in different time and place; fourth, control, especially the use of non-human technology to replace human technology.

Ritsl looked at McDonald's from the perspective of social criticism. Its customers and staff were controlled by the MacDonald's huge machine, "non humanized" / "dehumanization", and customers were passively filling up instead of taking the initiative to eat.

In fact, in the era of creation and popularity, McDonald's is also a great innovation from another perspective. "Its goal is to find new and creative ways to create such an experience, that is, when you enter McDonald's anywhere in the world, you will get the same goods and services."

The main reason why Ctrip can win in airline tickets and hotel reservations is that it has made the original scattered and non standard reservations using the Internet and call center as reasonable as McDonald's service; for example, the creation of an economic chain hotel in China, and the rapid development of the high-end Chinese court and the more popular 7 day hotel are due to the McDonalds of a large hotel accommodation service.

The four concepts of efficiency, computability, predictability and control provide a conceptual analysis framework for rationalization. George's further subdivision is equally noteworthy. Many of the subdivisions here can be used directly.

The rationalization of McDonald's efficiency includes streamline operations, streamline products and allow customers to work.

The essence of rationalization in computability is to emphasize the importance of quantity, including emphasizing quantity rather than quality, causing quantitative illusions, and reducing production processes and service items.

The reasonableness of predictability includes repeated settings, specifications for written regulations to communicate with customers, predictable employee behavior, predictable products.

The predictable product is that any McDonald's products we eat in the world, such as hamburgers and fries, are of the same taste and nutritional content.

Repeated settings mean that a large number of McDonald's golden arches and identical stores are repeated in different cities and cities, thus making consumers feel predictable. In a strange city, we can see that McDonald's is relieved.

Of course, the ultimate goal of understanding McDonald's rationalization is to pcend rationalization.

Historian Huang Renyu said that China lacks "numeral character management", and the quantification in digital form is a rationalization.

Opposing the trend of rationalization is neither possible nor able to bring us to a better position.