Directed differentiation of human pluripotent stem

Directed differentiation of human pluripotent stem
Directed differentiation of human pluripotent stem

LETTER

doi:10.1038/nature09691

Directed differentiation of human pluripotent stem cells into intestinal tissue in vitro

Jason R.Spence 1,Christopher N.Mayhew 1,Scott A.Rankin 1,Matthew F.Kuhar 1,Jefferson E.V allance 2,Kathryn Tolle 1,

Elizabeth E.Hoskins 3,Vladimir V.Kalinichenko 1,4,Susanne I.Wells 3,Aaron M.Zorn 1,Noah F.Shroyer 1,2&James M.Wells 1

Studies in embryonic development have guided successful efforts to direct the differentiation of human embryonic and induced pluripotent stem cells (PSCs)into specific organ cell types in vitro 1,2.For example,human PSCs have been differentiated into monolayer cultures of liver hepatocytes and pancreatic endocrine cells 3–6that have therapeutic efficacy in animal models of liver disease 7,8and diabetes 9,respectively.However,the generation of complex three-dimensional organ tissues in vitro remains a major challenge for translational studies.Here we establish a robust and efficient process to direct the differentiation of human PSCs into intestinal tissue in vitro using a temporal series of growth factor manipulations to mimic embryonic intestinal development 10.This involved activin-induced definitive endoderm formation 11,FGF/Wnt-induced posterior endoderm pattering,hindgut specification and morphogenesis 12–14,and a pro-intestinal culture system 15,16to promote intestinal growth,morphogenesis and cytodifferentia-tion.The resulting three-dimensional intestinal ‘organoids’con-sisted of a polarized,columnar epithelium that was patterned into villus-like structures and crypt-like proliferative zones that expressed intestinal stem cell markers 17.The epithelium contained functional enterocytes,as well as goblet,Paneth and enteroendo-crine https://www.360docs.net/doc/944716126.html,ing this culture system as a model to study human intestinal development,we identified that the combined activity of WNT3A and FGF4is required for hindgut specification whereas FGF4alone is sufficient to promote hindgut morphogenesis.Our data indicate that human intestinal stem cells form de novo during development.We also determined that NEUROG3,a pro-endocrine transcription factor that is mutated in enteric anendocrinosis 18,is both necessary and sufficient for human enteroendocrine cell development in vitro .PSC-derived human intestinal tissue should allow for unprecedented studies of human intestinal development and disease.

The epithelium of the intestine is derived from a simple sheet of cells called the definitive endoderm 17.As a first step to generating intestinal tissue from PSCs (summarized in Supplementary Fig.1),we used activin A,a nodal-related TGF-b molecule,to promote differentiation into definitive endoderm as previously described 11,resulting in up to 90%of the cells co-expressing the definitive endoderm markers SOX17and FOXA2and fewer than 2%expressing the mesoderm marker brachyury (Supplementary Fig.2a).Using microarray analysis we observed a robust activation of definitive endoderm markers,many of which were expressed in mouse definitive endoderm from embry-onic day (e)7.5embryos (Supplementary Fig.3and Supplementary Table 1a,b).We investigated the intrinsic ability of definitive endo-derm to form foregut and hindgut lineages by culturing for 7days under permissive conditions and observed that cultures treated with activin A for only 3days were competent to develop into both foregut (albumin (ALB)1and PDX11)and hindgut (CDX2)lineages (Fig.1b,control).In contrast,treatment with activin A for 4–5days resulted in

definitive endoderm cultures that were intrinsically anterior in char-acter and less competent in forming posterior lineages (Supplementary Fig.2b).

1

Division of Developmental Biology,Cincinnati Children’s Hospital Medical Center,3333Burnet Avenue,Cincinnati,Ohio 45229-3039,USA.2Division of Gastroenterology,Hepatology and Nutrition,Cincinnati Children’s Hospital Medical Center,3333Burnet Avenue,Cincinnati,Ohio 45229-3039,USA.3Division of Hematology and Oncology Cincinnati Children’s Hospital Medical Center,3333Burnet Avenue,Cincinnati,Ohio 45229-3039,USA.4Division of Pulmonary Biology,Cincinnati Children’s Hospital Medical Center,3333Burnet Avenue,Cincinnati,Ohio 45229-3039,

USA.

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Figure 1|FGF4and WNT3A act synergistically in a temporal and dose-dependent manner to specify stable posterior endoderm fate.a –d ,Activin A (100ng ml 21)was used to differentiate H9human ES cells into definitive endoderm.Definitive endoderm was treated with the posteriorizing factors FGF4(50or 500ng),WNT3A (50or 500ng),or both for 6,48or 96h.Cells were placed in permissive media for 7days and expression of foregut markers (ALB,PDX1)and the hindgut marker (CDX2)were analysed by RT–qPCR (a )and immunofluorescence (b –d ).The definitive endoderm of controls was grown for identical lengths of time in the absence of FGF4or WNT3A.High levels of FGF41WNT3A for 96h resulted in stable CDX2expression and lack of foregut marker expression.Scale bars,50m m.Error bars are s.e.m.(n 53).*P ,0.05,**P ,0.001,***P ,0.0001.

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Having identified the window of time when definitive endoderm fate was plastic (day 3of activin A treatment),we used WNT3A and FGF4to promote hindgut and intestinal specification.Studies in mouse,chick and frog embryos have demonstrated that Wnt and FGF signalling pathways are required for repressing anterior develop-ment and promoting posterior endoderm formation into the midgut and hindgut 12–14.Consistent with this,conditioned media containing WNT3A was recently shown to promote Cdx2expression in mouse embryonic stem (ES)-cell-derived embryoid bodies 19.In human defini-tive endoderm cultures,neither factor alone was sufficient to robustly promote a posterior fate (Supplementary Fig.2c);but high concentra-tions of both FGF4and WNT3A (FGF41WNT3A)induced expres-sion of the hindgut marker CDX2in the definitive endoderm after 48h (Supplementary Fig.4).However,48h of FGF41WNT3A treatment did not stably induce a CDX21hindgut fate and expression of anterior markers PDX1and albumin reappeared after cells were cultured in permissive media for 7days (Fig.1a,c).In contrast,96h of exposure to FGF41WNT3A resulted in stable CDX2expression and absence of anterior markers (Fig.1a,d).These findings indicate a previously unidentified requirement for the synergistic activities of both the FGF and Wnt pathways in specifying the CDX21mid/hindgut lineage.Remarkably,FGF41WNT3A-treated cultures underwent morpho-genesis that was similar to embryonic hindgut formation.Between 2and 5days of FGF41WNT3A treatment,flat cell sheets condensed into CDX21epithelial tubes,many of which budded off to form floating hindgut spheroids (Fig.2a–c,Supplementary Fig.5a–f and Sup-plementary Table 2a).Spheroids were similar to e8.5mouse hindgut and consisted of uniformly CDX21polarized epithelium surrounded by CDX21mesenchyme (Fig.2d–g).Spheroids were completely devoid

of albumin and PDX1-expressing foregut cells (Supplementary Fig.5h,i).In vitro gut-tube morphogenesis was never observed in control or WNT3A-only treated cultures.FGF4-treated cultures had a twofold expansion of mesoderm and generated 4–10-fold fewer spheroids (Supplementary Fig.2c and Supplementary Table 2a),which were weakly CDX21and did not undergo further expansion (data not shown).Together our data support a mechanism for hindgut develop-ment where FGF4promotes mesoderm expansion and morphogenesis,whereas FGF4and WNT3A synergy is required for the specification of the hindgut lineage.

Importantly,this method for directed differentiation is broadly applicable to other PSC lines,as we were able to generate hindgut spheroids from both H1and H9human ES cell lines and from four induced PSC (iPSC)lines that we have generated and characterized (Supplementary Figs 3,5and 6).The kinetics of differentiation and the formation of spheroids were comparable between these lines (Sup-plementary Table 2).Two other iPSC lines tested were poor at hindgut spheroid formation and line iPSC3.6also had a divergent transcrip-tional profile during definitive endoderm formation (Supplementary Fig.3and Supplementary Table 2c).

Whereas in vivo engraftment of PSC-derived cell types,such as pan-creatic endocrine cells,has been used to promote maturation 9,efficient development and maturation of organ tissues in vitro has proven more difficult.We investigated whether hindgut spheroids could develop and mature into intestinal tissue in vitro using recently described three-dimensional culture conditions that support growth and renewal of the adult intestinal epithelium 15,16.When placed into this culture system,hindgut spheroids developed into intestinal organoids in a staged manner that was notably similar to fetal gut development (Fig.3,Supplementary Fig.5g and Supplementary Fig.7).In the first 14days the simple cuboidal epithelium of the spheroid expanded and formed a highly convoluted pseudostratified epithelium surrounded by mesenchymal cells (Fig.3a–c),similar to an e12.5fetal mouse gut (Fig.3f).After 28days,the epithelium matured into a columnar epithelium with villus-like involutions that protrude into the lumen of the organoid (Fig.3d,e).Comparable transitions were observed during mouse fetal intestinal development (Fig.3f,g and Supplemen-tary Fig.7).The spheroids expanded up to 40fold in mass as they formed organoids (data not shown)and were split and passaged over 9additional times and cultured for over 140days with no signs of growth failure.The cellular gain during that time was up to 1,800fold (data not shown),resulting in a total cellular expansion of 72,000fold per hindgut spheroid.This directed differentiation was up to 50fold more efficient than spontaneous embryoid body differentiation meth-ods 20(Supplementary Fig.8)and resulted in organoids that were almost entirely intestinal (Supplementary Fig.2e–g)as compared to embryoid bodies that contained a mix of neural,vascular and epidermal tissues (Supplementary Fig.8).

Marker analysis showed that after 14days in culture,virtually all of the epithelium expressed the intestinal transcription factors CDX2,KLF5and SOX9broadly and was highly proliferative (Fig.3b,c).By 28days,CDX2and KLF5remained broadly expressed in over 90%of the epithelium (Supplementary Fig.2),whereas SOX9became localized to pockets of proliferating cells at the base of the villus-like protrusions (Fig.3d,e)similar to the intervillus epithelium of fetal mouse intestines at e16.5(Fig.3g and Supplementary Fig.9).5-bromodeoxyuridine (BrdU)pulse chase and analysis of organoids using a Z-stack series of confocal microscopic images showed that epithelial BrdU incorp-oration was largely restricted to SOX9-expressing cells in crypt-like structures that penetrated into the underlying mesenchyme (Sup-plementary Fig.9).At 28days,LGR5is not expressed and ASCL2(ref.21)is broadly expressed and not restricted to the SOX91prolif-erative zone.However,organoids cultured until 56days expressed both ASCL2and LGR5in restricted epithelial domains that appear to over-lap with the SOX91zone (Fig.3h–j and Supplementary Fig.10).This domain is similar to developing intestinal progenitor domains in vivo

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Figure 2|Morphogenesis of posterior endoderm into three-dimensional,hindgut-like spheroids.a ,Bright-field images of definitive endoderm cultured for 96h in media,FGF4,WNT3A or FGF41WNT3A.FGF41WNT3A

cultures contained three-dimensional epithelial tubes and free-floating spheres (black arrows)b ,CDX2immunostaining (green)and nuclear stain (DRAQ5,blue)on cultures shown in a .Insets show CDX2staining alone.c ,Bright-field image of hindgut-like spheroids.a –c ,Scale bars,50m m.d –f ,Analysis of CDX2,basal-lateral laminin and E-cadherin expression demonstrates an inner layer of polarized,cuboidal,CDX21epithelium surrounded by non-polarized

mesenchymal CDX21cells.Scale bar in e is 20m m.g ,CDX2expression in an e8.5mouse embryo (sagittal section).Inset is a magnified view showing that both hindgut endoderm (E;outlined with a red dashed line)and adjacent mesenchyme (M)are CDX2positive (green).FG,foregut;HG,hindgut.Scale bar,100m m.

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which ultimately give rise to the stem cell niche in the crypt of Lieberku ¨hn 15.iPSCs were equally capable of forming intestinal progeni-tor domains (Supplementary Fig.9e).Thus,PSC-derived intestinal epithelium continued to mature in vitro and develop proliferative domains with nascent intestinal stem cells.

Between 18and 28days in culture,we observed cytodifferentiation of the stratified epithelium into a columnar epithelium containing brush borders and all of the major cell lineages of the gut as determined by immunofluorescence and quantitative polymerase chain reaction with reverse transcription (RT–qPCR)(Fig.4a–d and Supplementary Fig.11).By 28days of culture,villin (Fig.4a)and DPPIV (not shown)were localized to the apical surface of the polarized columnar epithe-lium and transmission electron microscopy revealed a brush border of apical microvilli indistinguishable from those found in mature intest-ine (Fig.4d and Supplementary Fig.1).Enterocytes had a functional peptide transport system and were able to absorb a fluorescently

labelled dipeptide (Fig.4e)22.Cell counting revealed that the epithe-lium contained approximately 15%MUC21goblet cells,which secrete mucins into the lumen of the organoid,18%lysozyme-positive cells,which are indicative of Paneth cells,and ,1%chromogranin-A-expressing enteroendocrine cells (Fig.4and Supplementary Fig.11g).MUC2and lysozyme staining indicated that the goblet and Paneth cells in 28-day organoids are immature (Fig.4a,b).However,in organoids that were passaged over 100days,all cells had acquired a more mature phenotype and Paneth cells were often localized in crypt-like structures (Supplementary Fig.12b,c).RT–qPCR confirmed the presence of additional markers of differentiated enterocytes (FABP2;also known as IFABP )and Paneth cells (MMP7)(Supplementary Fig.11).Indivi-dual organoids seemed to be a mix of proximal intestine (GATA41/GATA61)and distal intestine (GATA42/GATA61;HOXA13-expressing)(Supplementary Figs 11and 13)23.Thus,directed differ-entiation of PSCs into intestinal tissue in vitro is highly efficient in generating three-dimensional intestinal tissue containing crypt-like progenitor niches,villus-like domains and all of the differentiated cell types of the intestinal epithelium.

Intestinal organoids contained a mesenchymal layer that developed along with the epithelium in a staged manner similar to embryonic development 10,24(Supplementary Fig.14).Mesenchyme probably came from the 2%of mesoderm cells that were present after activin differentiation,which expanded up to 10%in FGF4-treated hindgut cultures (Supplementary Fig.2).At 14days,organoids broadly expressed mesenchymal markers including FOXF1and vimentin

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Figure 4|Formation and function of intestinal cell types and regulation of enteroendocrine differentiation by NEUROG3.a –c ,Twenty-eight-day iPSC-derived organoids were analysed for villin (VIL)and the goblet cell marker mucin (MUC2)(a ),the Paneth cell marker lysozyme (LYZ)(b ),or the endocrine cell marker chromogranin A (CHGA)(c ).Nuc,nuclei.d ,Electron micrograph showing an enterocyte cell with a characteristic brush border with microvilli (inset).e ,Epithelial uptake of the fluorescently labelled dipeptide d-Ala-Lys-AMCA (arrowheads)indicating a functional peptide transport system.f –h ,Adenoviral expression of NEUROG3(Ad-NEUROG3)causes a fivefold increase in CGA 1cells compared to a GFP control (Ad-GFP).n 54biological samples;*P 50.005.i –k ,Organoids were generated from human ES cells that were stably transduced with shRNA-expressing lentiviral https://www.360docs.net/doc/944716126.html,pared to control shRNA organoids,NEUROG3shRNA organoids had a 95%reduction in the number of CHGA 1cells.n 53for shRNA controls and n 55for NEUROG3-shRNA;*P 50.018.Scale bar in a is 10m m;all others are 20m m.Error bars are s.e.m.

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Figure 3|Human ES cells and iPSCs form three-dimensional intestine-like organoids.a ,A time course shows that intestinal organoids formed highly convoluted epithelial structures surrounded by mesenchyme after 13days (d).b –e ,Intestinal transcription factor expression (KLF5,CDX2,SOX9)and cell proliferation on serial sections of organoids after 14and 28days (serial sections are b and c ,d and e ).Ki67,nuclear proliferation antigen.Nuc,nuclei.

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g ,Expression of KLF5,CDX2,and SOX9in mouse fetal intestine at e14.5(f )and e16.5(g )is similar to developing intestinal organoids.The right panels show separate colour channels for d ,e and g (bracket highlights the region shown in the panels on the right).

h –j ,Whole mount in situ hybridization of 56-day-old organoids showing epithelial expression of SOX9(h )and restricted ‘crypt-like’expression of the stem cell markers LGR5(

i )and ASCL2(

j ).Insets show sense controls for each probe.Scale bars,20m m.

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(Supplementary Fig.14),similar to an e12.5embryonic intestine(Sup-plementary Fig.7).We also observed vimentin/smooth muscle actin (SMA;also known as ACTA2)double-positive cells indicative of intestinal subepithelial myofibroblasts25.By28days,we observed a layer of SMA1/desmin1double-positive cells,indicating smooth muscle, and desmin1/vimentin1fibroblasts26.The fact that intestinal mesench-yme differentiation coincided with differentiation of the overlying epithelium indicates that epithelial–mesenchymal crosstalk may be important in the development of PSC-derived intestinal organoids. The molecular basis of congenital malformations in humans is often inferred from functional studies in model organisms.For example, neurogenin3(NEUROG3)was investigated as a candidate gene responsible for congenital loss of intestinal enteroendocrine cells in humans18because of its known role in enteroendocrine cell develop-ment in mouse27–30.However,it has been impossible to directly investi-gate the role of NEUROG3during human intestinal development.We therefore performed gain-and loss-of-function analyses to investigate the role of NEUROG3during human enteroendocrine cell development (Fig.4and Supplementary Fig.15).NEUROG3was overexpressed in 28-day human organoids using adenoviral(Ad)-mediated trans-duction31.After7days,approximately5%of cells were GFP1and Ad-NEUROG3–GFP-infected organoids contained fivefold more chro-mogranin A1endocrine cells than control organoids(Ad-enhanced GFP(eGFP))(Fig.4f–h and Supplementary Fig.15),demonstrating that NEUROG3expression is sufficient to promote an enteroendocrine cell fate.To knockdown endogenous NEUROG3,we generated human ES cell lines by transducing cells with NEUROG3short hairpin (sh)RNA-expressing lentiviral vectors.NEUROG3mRNA levels were knocked down by63%and this resulted in a90%reduction in the number of enteroendocrine cells(Fig.4i–k and Supplementary Fig. 15d–f),demonstrating that intestinal enteroendocrine cell development is highly dependent on NEUROG3expression.This indicates that partial loss-of-function mutations in human NEUROG3would be suf-ficient to cause a marked reduction in enteroendocrine cell numbers. This is the first report,to our knowledge,demonstrating that human PSCs can be efficiently directed to differentiate in vitro into human tissue with a three-dimensional architecture and cellular composition remarkably similar to the fetal intestine.Moreover,PSC-derived human intestinal tissue undergoes maturation in vitro,developing intestinal stem cells and acquiring both absorptive and secretory func-tionality.This system allows for functional studies to investigate the molecular basis of human congenital gut defects in vitro and to generate intestinal tissue for eventual transplantation-based therapy for diseases such as necrotizing enterocolitis,inflammatory bowel diseases and short-gut syndromes.The ability to generate human intestinal tissues should also greatly facilitate future studies of intestinal stem cells and drug design to enhance absorption and bioavailability. METHODS SUMMARY

Generation of human intestinal organoids.Human ES cells and iPSCs were maintained on Matrigel(BD Biosciences)in mTesR1medium without feeders. Differentiation into definitive endoderm was carried out as previously described11. Briefly,a3-day activin A(R&D systems)differentiation protocol was used.Cells were treated with activin A(100ng ml21)for three consecutive days in RPMI1640 medium(Invitrogen)with increasing concentrations of0%,0.2%and2%HyClone defined fetal bovine serum(dFBS;Thermo Scientific).For hindgut differentiation, definitive endoderm cells were incubated in2%dFBS-DMEM/F12with500ng ml21FGF4and500ng ml21WNT3A(R&D Systems)for up to4days.Between2 and4days of treatment with growth factors,three-dimensional floating spheroids formed and were then transferred into three-dimensional cultures previously shown to promote intestinal growth and differentiation15,16.Briefly,spheroids were embedded in Matrigel(BD Bioscience)containing500ng ml21R-Spondin1(R&D Systems),100ng ml21Noggin(R&D Systems)and50ng ml21EGF(R&D Systems).After the Matrigel solidified,medium(advanced DMEM/F12; Invitrogen)supplemented with L-glutamine,10m M HEPES,N2supplement (R&D Systems),B27supplement(Invitrogen),and penicillin/streptomycin-containing growth factors was overlaid and replaced every4days.Full Methods and any associated references are available in the online version of the paper at https://www.360docs.net/doc/944716126.html,/nature.

Received22April;accepted23November2010.

Published online12December2010.

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Acknowledgements We thank members of the laboratory,D.Wiginton and C.Wylie for input.We also thank M.Kofron,T.Stefader and https://www.360docs.net/doc/944716126.html,ng for assistance with imaging.

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Vectors and antibodies were from D.Melton(Addgene no.19410,19413),

S.Yamanaka(17217–17220),C.Baum(OCT4,KLF4,SOX4,MYC lenti),and I.Manabe (KLF5antibody).This work was supported by the Juvenile Diabetes Research Foundation JDRF-2-2003-530(J.M.W.)and NIH,R01GM072915(J.M.W.);

R01DK080823A1and S1(A.M.Z.and J.M.W.);R03DK084167and R01CA142826 (N.F.S.),F32DK83202-01and T32HD07463(J.R.S.).We also acknowledge core support for viral vectors,microarrays(supported by P30DK078392),karyotyping and the Pluripotent Stem Cell Facility(supported by U54RR025216).

Author Contributions J.M.W.and J.R.S.conceived the study and experimental design, performedandanalysedexperimentsandco-wrotethemanuscript.S.A.R.,M.F.K.andJ.E.V.performedexperiments.C.N.M.,M.F.K.,K.T.,V.V.K.,J.E.V.,E.E.H.andS.I.W.providedreagents, conceptual and/or technical support in generating and characterizing iPSC lines and intestinal organoids.N.F.S.and A.M.Z.provided additional conceptual and experimental support and co-funded the project.All authors read and approved the final manuscript. Author Information Data have been deposited at NCBI under accession number GSE25557.Reprints and permissions information is available at https://www.360docs.net/doc/944716126.html,/ reprints.The authors declare no competing financial interests.Readers are welcome to comment on the online version of this article at https://www.360docs.net/doc/944716126.html,/nature. Correspondence and requests for materials should be addressed to J.M.W. (james.wells@https://www.360docs.net/doc/944716126.html,).

LETTER RESEARCH

3F E B R U A R Y2011|V O L470|N A T U R E|109

METHODS

Maintenance of PSCs.Human ES cells and induced pluripotent stem cells were maintained on Matrigel(BD Biosciences)in mTesR1medium32,33.Cells were passaged approximately every4days,depending on colony density.To passage PSCs,they were washed with DMEM/F12medium(no serum)(Invitrogen)and incubated in DMEM/F12with1mg ml21dispase(Invitrogen)until colony edges started to detach from the dish.The dish was then washed3times with DMEM/ F12medium.After the final wash,DMEM/F12was replaced with mTesR1. Colonies were scraped off of the dish with a cell scraper and gently triturated into small clumps and passaged onto fresh Matrigel-coated plates. Differentiation of PSCs into definitive endoderm.Differentiation into defini-tive endoderm was carried out as previously described11.Briefly,a3-day activin A (R&D systems)differentiation protocol was used.Cells were treated with activin A (100ng ml21)for three consecutive days in RPMI1640media(Invitrogen)with increasing concentrations of0%,0.2%and2%HyClone defined fetal bovine serum (dFBS;Thermo Scientific).

Differentiation of definitive endoderm in permissive media.After differenti-ation into definitive endoderm,cells were incubated in DMEM/F12plus2%dFBS with either0,50or500ng ml21FGF4and/or0,50or500ng ml21WNT3A(R&D Systems)for6,48or96h.Cultures were then grown in permissive medium consisting of DMEM plus10%FBS for an additional7days.

Directed differentiation into hindgut and intestinal organoids.After differ-entiation into definitive endoderm,cells were incubated in2%dFBS-DMEM/F12 with either50or500ng ml21FGF4and/or50or500ng ml21WNT3A(R&D Systems)for2–4days.After2days with treatment of growth factors,three-dimensional floating spheroids were present in the culture.Three-dimensional spheroids were transferred into an in vitro system to support intestinal growth and differentiation previously described15,16.Briefly,spheroids were embedded in Matrigel(BD Bioscience;no.356237)containing500ng ml21R-Spondin1 (R&D Systems),100ng ml21Noggin(R&D Systems)and50ng ml21EGF (R&D Systems).After the Matrigel solidified,medium(advanced DMEM/F12; Invitrogen)supplemented with L-glutamine,10m M HEPES,N2supplement (R&D Systems),B27supplement(Invitrogen),and penicillin/streptomycin-containing growth factors was overlaid and replaced every4days. Generation and characterization of iPSC lines.Normal human skin keratino-cytes(HSKs)were obtained from donors with informed consent(Cincinnati Children’s Hospital Medical Center(CCHMC)Institutional Review Board pro-tocol CR1_2008-0899).Normal HSKs were isolated from punch biopsies follow-ing trypsinization and subsequent culture on irradiated NIH3T3feeder cells in F medium34.For iPSC generation,normal HSKs were transduced on two con-secutive days with a1:1:1:1mix of recombinant RD114-pseudotyped retroviruses expressing OCT4,SOX2,KLF4and MYC35,36in the presence of8m g ml21poly-brene.Twenty-four hours after the second transduction the virus mix was replaced with fresh F medium and cells were incubated for an additional three days.Cells were then trypsinized and seeded into6-well dishes containing1.8753105irra-diated mouse fibroblasts per well and Epilife medium.On the following day, medium was replaced with DMEM/F1250:50medium supplemented with20% knockout serum replacement,1mM L-glutamine,0.1mM b-mercaptoethanol,13 non-essential amino acids,4ng ml21basic fibroblast growth factor,and0.5mM valproic acid.Morphologically identifiable iPSC colonies arose after2–3weeks and were picked manually,expanded and analysed for expression of human PSC markers NANOG,DNMT3B,and using the antigen antibodies Tra1-60and Tra1-8137,38.Early passage iPSC lines were adapted to feeder-free culture condi-tions consisting of maintenance in mTeSR1(Stem Cell Technologies)in culture dishes coated with Matrigel(BD Biosciences)and lines were karyotyped. Microarray analysis of human ES cells,iPSCs and definitive endoderm cul-tures.For microarray analysis,RNA was isolated from undifferentiated and3-day activin-treated human ES cell and iPSC cultures and used to create target DNA for hybridization to Affymetrix Human1.0Gene ST Arrays using standard proce-dures(Affymetrix).Independent biological triplicates were performed for each cell line and condition.Affymetrix microarray Cel files were subjected to RMA nor-malization in GeneSpring10.1.Probe sets were first filtered for those that are overexpressed or underexpressed and then subjected to statistical analysis for differential expression by2fold or more between undifferentiated and differen-tiated cultures with P,0.05using the Students t-test.Log2gene expression ratios were then subjected to hierarchical clustering using the standard correlation dis-tance metric as implemented in GeneSpring.

Adenoviral-mediated expression of NEUROG3.Adenoviral plasmids were obtained from Addgene and particles were generated as previously described31. Transduction was done on28-day organoids that were removed from Matrigel, manually bisected then incubated in Ad-GFP or Ad-NEUROG3viral supernatant and medium at a1:1ratio for https://www.360docs.net/doc/944716126.html,anoids were then re-embedded in Matrigel and incubated overnight with viral supernatant and medium at a1:1 ratio.The next day,fresh organoid medium was placed on the cultures and was changed as described until the end of the experiment.

shRNA knockdown human ES cell lines.GipZ shRNA lentiviral vectors were obtained from Open Biosystems(GipZ-NEUROG3Open Biosystems clone no. v2lhs_309089;v2lhs_309091;v2lhs_309093;v2lhs_309092and GipZ-Control; Openbiosystems clone no.RHS4346).The CCHMC Viral Vector Core produced high-titre lentiviral particles for each plasmid.Low-passage H9human ES cells were dissociated into a single-cell suspension using Accutase,were spun down and resuspended in mTesR1containing10m M Y-27632.Cells were plated at low density and incubated with lentivirus for24h.For the NEUROG3shRNA knockdown line, particles from all four vectors were used.mTesR1was replaced daily,and after72h selection for puromycin-(2–4m g ml21)resistant human ES cells was carried out. Puromycin-resistant colonies were routinely maintained and passaged in mTesR11puromycin(4m g ml21).

b-Ala-Lys-AMCA uptake.b-Ala-Lys-AMCA was purchased from BioTrend Chemicals and was resuspended in water.Intestinal organoids were cut in half using a scalpel and were incubated for four hours in advanced DMEM/F12plus24m M b-Ala-Lys-AMCA.Following incubation,organoids were washed several times in PBS,embeddedinOCTfreezingmediumandwerefrozenat270u C.Ten-micrometre cryosections were cut and processed for standard immunohistochemistry.

Tissue processing,immunohistochemistry and microscopy.Tissues were fixed for1h to overnight in4%paraformaldehyde or3%glutaraldehyde for transmis-sion electron microscopy(TEM).Cultured PSCs and definitive endoderm cells were stained directly.Hindgut and intestinal organoids were embedded in paraffin, epoxy resin LX-112(Ladd Research),or frozen in OCT.Sections were cut at 6–10m m for standard microscopy and0.1m m for TEM.TEM sections were stained with uranyl acetate.Paraffin sections were deparaffinized,subjected to antigen retrieval,blocked in the appropriate serum(5%serum in13PBS plus0.5% Triton-X)for30min,and incubated with primary antibody overnight at4u C. Slides were washed and incubated in secondary antibody in blocking buffer for 2h at room temperature(23u C).For a list of antibodies used and dilutions,see Supplementary Table3.Slides were washed and mounted using Fluormount-G. Confocal images were captured on a Zeiss LSM510and Z-stacks were analysed and assembled using AxioVision software.An Hitachi H7600transmission electron microscope was used to capture images.

RNA isolation,RT–qPCR.RNA was isolated using the Nucleospin II RNA isola-tion kit(Clonetech).Reverse transcription was carried out using the SuperScriptIII Supermix(Invitrogen)according to manufacturer’s protocol.Finally,qPCR was carried out using Quantitect SybrGreen MasterMix(Qiagen)on a Chromo4Real-Time PCR(BioRad).PCR primers sequences were typically obtained from qPrimerDepot(https://www.360docs.net/doc/944716126.html,/).Primer sequences are available upon request.

32.Ludwig,T.E.et al.Feeder-independent culture of human embryonic stem cells.

Nature Methods3,637–646(2006).

33.Ludwig,T.E.et al.Derivation of human embryonic stem cells in defined conditions.

Nature Biotechnol.24,185–187(2006).

https://www.360docs.net/doc/944716126.html,mbert,P.F.et https://www.360docs.net/doc/944716126.html,ing an immortalized cell line to study the HPV life cycle in

organotypic‘‘raft’’cultures.Methods Mol.Med.119,141–155(2005).

35.Takahashi,K.et al.Induction of pluripotent stem cells from adult human

fibroblasts by defined factors.Cell131,861–872(2007).

36.Takahashi,K.&Yamanaka,S.Induction of pluripotent stem cells from mouse

embryonic and adult fibroblast cultures by defined factors.Cell126,663–676 (2006).

37.Richards,M.,Tan,S.P.,Tan,J.H.,Chan,W.K.&Bongso,A.The transcriptome

profile of human embryonic stem cells as defined by SAGE.Stem Cells22,51–64 (2004).

38.Thomson,J.A.et al.Embryonic stem cell lines derived from human blastocysts.

Science282,1145–1147(1998).

RESEARCH LETTER

雇主品牌建立思路

雇主品牌建立思路-标准化文件发布号:(9456-EUATWK-MWUB-WUNN-INNUL-DDQTY-KII

二、雇主品牌建立项目初步思路 雇主品牌是雇主和雇员之间被广泛传播到其他的利益相关人、更大范围的社会群体以及潜在雇员的一种情感关系,通过各种方式表明企业是最值得期望和尊重的雇主。针对的主要是企业的目标人才(外部+内部)。打造雇主品牌带来的利益:提高整体竞争优势、带来优厚的财务回报、减少雇佣双方适配的风险、聚集优秀人才(吸引+留住)、增强企业品牌。 雇主品牌一般是通过企业的社会行为和社会责任的履行被认可的,也是通过员工的体会对外所传播和宣传的好的口碑。雇主品牌更多的源于员工对公司或雇主的个人感受的定位。因此,要做好雇主品牌建设,在企业做好对外公关、品牌打造、社会责任担当的基础上,更重点要打造良好的内部环境和谐、互相尊重的文化精神: 从外部宣传来讲,公司不仅需要鼓励员工参与社会公益活动,而且更应该注重企业的主营业务——食品生产及销售,因为产品本身就体现着一种社会责任——为大众提供安全可靠的食品,即雇主品牌的建立需要借力强大的产品品牌;另一面,在与外部潜在人才的接触中(校招+社招),需要在招聘环节设置雇主品牌宣传内容。从内部来讲,可以从以下三个方面进行: 1、建立完善的薪酬福利保障体系。有吸引力的薪酬福利体系不一定是薪酬水平最高的,而是相对比较完善的体系更具吸引力。例如每年固定的加薪、人性化的福利设计等; 2、为员工搭建完善的职业发展通道。每名员工都比较关注自我价值的实现,而在企业最关键的就是通过公司提供的平台个人能够获得更多的更完善的职业发展机会; 3、归属感的营造。个人认为,雇主品牌说到底就是归属感的打造。良好地归属感,能够吸引员工愿意主动的为团队付出,愿意主动的创新工作思路,提供新的发展建议。有了归属感,员工才会更主动的对内和对外去宣传公司的品牌。

雇主品牌打造方案

雇主品牌打造方案 一、打造雇主品牌的目标 一个好的雇主品牌可以最大程度的让员工发挥价值,帮助公司实现战略目标。通过打造雇主品牌,吸引潜在人才、节约招聘成本、保留关键员工、增加企业核心竞争力,形成健康可持续的人才竞争优势。 二、雇主品牌的现状 目前XX公司的雇主品牌不够清晰,员工价值主张不明确,媒体宣传不聚焦,活动多未形成体系,总体在当地人才市场以及全国性的人才市场较为缺乏竞争力。 四、打造雇主品牌的关键环节 (一)雇主品牌的宣传 品牌内涵、员工价值主张以及视觉呈现,构成了雇主品牌的骨骼。因此通过高度一致的视觉体验,对XX公司的雇主品牌内涵和员工价值主张进行宣传是打造雇主品牌的首要考虑点。 1. 提炼雇主品牌主题 对于不真实的雇主品牌,员工容易产生反感情绪,只有“真实”的雇主品牌才具有生命力。“真实”要求通过对XX公司目前雇主品牌实践的调研,与员工体验相结合,提炼出员工价值主张,定义雇主品牌主题并进行宣传。例如:“你的未来,我们的期望”、“给你舞台,让你发光”等等。 2.挖掘员工故事

员工故事是雇主品牌重要的载体,让雇主品牌更加丰富和生动。挖掘员工故事,选择有代表的人物和事件,通过拍摄短片的形式,每季度推出一集。 3.设立宣传专栏 目前对外宣传有《XX》书刊,企业文化有《XX》书刊,但是对于雇主品牌的展示没有固定的渠道。通过在视频网站中开辟专栏,上传宣传片、员工故事、企业文化以及日常视频短片,可以集中展示雇主品牌形象,直达潜在候选人。 4.拓展当地媒体传播 公司新闻在民航资源网比较常见,其他的媒体鲜见相关报道。重庆基地的雇主品牌影响力的提升应多借助重庆本地媒体,通过和华龙网、大渝网、今日头条等网络媒体合作,传播重要的新闻事件,扩大影响力,增加重庆本地雇主的知名度。同理也可推广到其他基地。 (二)应聘者体验提升 通过应聘者体验的提升,帮助潜在的人才了解、熟悉公司,理解公司文化,成为符合企业文化和价值主张的候选人。 1.面试流程设计 优化招聘作业指导书,设计高效和科学的面试流程。对HR进行培训,包括面试话术、邀约注意事项、识人要点等,体现专业的形象。面试间放置“伯乐卡”,面试完发放给求职者,正面印制的有公司的员工故事或者活动照片,反面印制联系方式以及面试后流程。面试间的墙面和桌面,通过文字和图片展示雇主形象。

人力资源论文选题

人力资源管理专业毕业论文选题 (以下选题仅供参考,也可以自拟但必须和本专业相关) 1、浅析企业员工培训与发展 2、试析XX企业绩效考评的难点与重点 3、浅谈薪酬水平与员工满意度 4、XX企业激励机制的分析 5、浅析人力资源管理中的沟通技巧 6、企业人才流失的思考 7、企业团队建设的开发与管理 8、外包:人力资源管理发展方向探索 9、服务外包企业职业生涯管理 10、股份制合作企业劳动关系的初探 11、浅析人员招聘与岗位分析设计 12、人才中介市场的现状与发展 13、企业劳资纠纷的初探 14、失业问题的现状与对策 15、儒家思想对企业人力资源管理的影响 16、企业人员招聘与岗位分析设计的思考 17、企业人际关系的沟通技巧分析 18、苏州民营企业人力资源管理问题及对策研究 19、某省农村劳动力转移与城市化问题研究 20、中国家族企业的人力资源管理问题研究 21、沟通在绩效管理中的体现研究 22、企业销售人员绩效评价体系 23、XX企业员工的培训与开发 24、知识经济时代人力资源的新发展 25、浅析我国国有企业人力资本投资 26、企业管理人员绩效考核体系研究 27、知识型员工薪酬激励机制研究 28、招聘面试的方案设计与研究 29、国有企业绩效考评问题研究 30、绩效评估中的信度问题研究 31、基于目标管理的企业绩效管理系统研究 32、XX(某单位)绩效管理的问题与对策分析 33、绩效评价结果的应用研究

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如何对员工的差异化管理

如何对员工的差异化管理 正如在世界上找不到两片完全相同的叶子一样,企业里没有两个完全相同的管理者,也没有两个完全相同的员工。我认为对员工进行差异化管理是企业管理不可缺少的。那么,如何对员工进行差异化管理呢? 一、管理制度的一元性和管理方法的差异性 现代企业管理中,常听到一句话:“依靠制度管人,而不是由人来管人”。因为人有情绪的高低,价值判断的差异,人际关系的良否,甚至个人利益的差别,都会影响到管理者对员工管理时所下的判断及处理的方式。为避免管理者自身主观上的这些差异导致管理的失误,所以用制度加以规范,希望用制度的一元性来消除或降低管理者在管理决策或技巧的偏差。但管理制度的一元性与管理方法的差异化并不矛盾,在运用制度管理员工时,是不能忽视员工个人的差异,须用不同的方式或技巧处理相关问题。例如:对员工表扬,有的希望公诸于他人,有的希望上级主管的私下激励;对员工批评,有的轻轻一句责难的话,员工已羞愧难当,甚至泪流满面,有的即使声色俱历,员工却毫无悔意。因此差异化管理中强调管理技巧的把握,方式的灵活运用,是制度管理的有效补充。 二、差异化管理与逾越纪律 差异化管理虽是现代企业提倡的人性化管理的具体方法之一,是对制度的灵 活掌握,但它是与逾越纪律有区别的,差异化管理并不是不讲原则,差异化管理强调的是管理者在管理过程中要把原则性与灵活性巧妙地运用。例如对员工差异价值与行为无心之失的宽容与体谅,就并非纵容。其界线在于以下因素:一是从国家法律与企业纪律来看,若员工行为逾越国家法律或企业纪律则不在宽容限度之内。二是为员工第一次,且自知行为不当。此种因价值或行为所造成的差异,有的可能为正向,有的可能为不当,既然是无心之失,就可以宽容。三是工作态度及工作绩效均具成果,那么其它细微价值与行为差异就不必过分追根究底。管理技巧就是要根据员工差异把握好处理问题的尺度。 三、弹性管理与例外管理

差异化管理——员工管理不可“一视同仁”

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企业员工差异化管理模式浅议

自 考 本 科 生 毕 业 论 文 论文题目企业员工差异化管理模式浅议 作者姓名 张瑜洁 专 业 名 称 人力资源管理 准 考 证 号 050115152007 指 导 教 师 陈 志 广 2016 年 9月30日

内容摘要 一个良性发展的企业背后必定有一套科学的管理方案。科学的管理方案使得员工和企业时刻进行着良好的互动,员工了解企业的战略目标并为之奋斗,企业理解和尊重员工的个性与差异,以此为前提进行富有弹性的差异化管理。并依靠人性化的制度来监督企业的设计、生产、销售等各个环节,以维持企业的健康发展。 关键词:个性差异化管理人性化

目录 一、引言 (1) 二、差异化管理模式存在的问题 (1) (一)个体差异性影响企业的凝聚力和绩效水平 (1) (二)个体差异性会导致矛盾与冲突 (2) (三)个体差异性与制度统一性 (4) 三、差异化管理模式存在问题的原因 (4) (一)管理者的自身因素 (4) (二)员工的接受程度 (5) 四、高效利用差异化管理的对策 (5) (一)根据不同员工的个性进行差异化管理 (5) (二)根据员工不同的工作类型进行差异化管理 (7) (三)建立差异化的薪酬制度 (9) (四)建立差异化的考核体系 (10) (五)开展差异化的岗位培训 (10) (六)创造差异化管理的环境 (11) (七)弹性管理策略 (11) 五、结束语 (12)

正文 一、引言 人是企业最宝贵的资源。其宝贵之处体现在,不仅能够创造巨额的剩余价值,还在于人不可复制的差异性上。从某种意义上说,世界上最稀缺的不是时间、不是矿产,而是人拥有不可复制的能力和智慧。每个人都有着不同的教育背景、思维方式、价值观念等,不同的经历促使其形成了不同的处事方式,而这种差异一直存在着,却又一直被忽视着1。实践证明,一视同仁的管理法则看起来简单明了,实质是一种低效耗能的粗放管理方式。因此如何利用员工的差异,运用科学的管理模式管理好员工,将是管理者需要认真思考的问题。差异化管理作为一种新兴的人力资源管理方式,如何平衡个体差异对企业的影响,利用差异化人力资源管理塑造高效的企业,使企业人力资源发挥最大的效用,将是我们本次研究的重要课题。 二、差异化管理模式存在的问题 (一)个体差异性影响企业的凝聚力和绩效水平 个体差异是指“个人在人事、情感、意志等心理活动过程中表现出来的相对稳定而又不同于他人的心理、生理特点”2。 每一个独立的个体都千差万别,就有形的方面来说,他们性别不同、身高不同、肤色不同、讲话速度、腔调不同等,就无形的差异来说,家庭与教养、成长过程、价值取向、教育程度、反应速度、个性敏感度、事物认知、甚至行为导向等均不一样。因此对其他成员某方面的不认可会造成差异性,组织中具有不同背景和观点的人难于相融合。研究认为组织中的个体差异性有可能会对群体凝聚力产生不利影响,普遍看法是个体差 1张世国:《出路》,中国物价出版社,2004 2白万纲:《人力资源管控实操全解》,中国经济出版社,2014

雇主品牌管理(英语)课程大纲

《雇主品牌管理》教学大纲 Employer Branding Management syllabus 课程编号:052432B 课程类型:□通识教育必修课□通识教育选修课 □专业必修课■专业选修课 □学科基础课 总学时:32 讲课学时:32 实验(上机)学时:0 学分:2 适用对象:人力资源管理(普通班)、人力资源管理(国际班)、人力资源管理(实验班) 先修课程:人力资源管理导论Human Resource Management Introduction 人力资源战略Human Resource Strategic 一、教学目标(黑体,小四号字) 近年来,雇主品牌研究已经成为人力资源管理研究的热点领域,雇主品牌管理是综合了品牌管理与人才管理的一种管理模式,通过雇主品牌管理可以扩大人力资源管理的战略视角,提高人力资源管理的效率。 在企业的人力资源管理与开发、企业间的竞争和人才管理中,雇主品牌也发挥越来越重要的作用,学习本课程能使人力资源管理专业的学生毕业后更好的理解和适应本专业的工作,也更好的理解人才竞争在人力资源管理与开发中的作用。 In recent years, the study of employer branding has become a hot research field

of human resource management research. Employer branding management is a kind of pattern which integrates brand management and talent management. Through employer branding management, we can expand the strategic perspective of human resource management and improve human resources management efficiency. In the enterprise human resources management and development, competition between enterprises and talent management, the employer branding also play an increasingly important role. Through this course, students can explore the application of employer branding in human resource management practice; Besides. they can better understanding and adapt their professional work after graduated and the role of talent competition in human resources management and development. 目标1:理解雇主品牌的概念及其与相关概念的关系 目标2:理解现代竞争环境下雇主品牌的意义 目标3:学习和掌握雇主品牌构建和传播的方法与策略 目标4:学习和掌握雇佣价值定位方法 目标5:学习优秀雇主的品牌塑造案例 Goal 1: Understand the concept of EB and its relationship with related concepts Goal 2: Understand the meaning of the EB in a modern competitive environment Goal 3: Learn and master the methods and strategies of EB building and dissemination Goal 4: Learn and master the employment value orientation(EVP) method Goal 5: Learn the case of excellent employers branding 二、教学内容及其与毕业要求的对应关系(黑体,小四号字) 对于人力资源管理专业的学生而言,雇主品牌是一个崭新的概念,雇主品牌

雇主品牌建立思路

二、雇主品牌建立项目初步思路 雇主品牌是雇主和雇员之间被广泛传播到其他的利益相关人、更大范围的社会群体以及潜在雇员的一种情感关系,通过各种方式表明企业是最值得期望和尊重的雇主。针对的主要是企业的目标人才(外部+内部)。打造雇主品牌带来的利益:提高整体竞争优势、带来优厚的财务回报、减少雇佣双方适配的风险、聚集优秀人才(吸引+留住)、增强企业品牌。 雇主品牌一般是通过企业的社会行为和社会责任的履行被认可的,也是通过员工的体会对外所传播和宣传的好的口碑。雇主品牌更多的源于员工对公司或雇主的个人感受的定位。因此,要做好雇主品牌建设,在企业做好对外公关、品牌打造、社会责任担当的基础上,更重点要打造良好的内部环境和谐、互相尊重的文化精神: 从外部宣传来讲,公司不仅需要鼓励员工参与社会公益活动,而且更应该注重企业的主营业务——食品生产及销售,因为产品本身就体现着一种社会责任——为大众提供安全可靠的食品,即雇主品牌的建立需要借力强大的产品品牌;另一面,在与外部潜在人才的接触中(校招+社招),需要在招聘环节设置雇主品牌宣传内容。从内部来讲,可以从以下三个方面进行: 1、建立完善的薪酬福利保障体系。有吸引力的薪酬福利体系不一定是薪酬水平最高的,而是相对比较完善的体系更具吸引力。例如每年固定的加薪、人性化的福利设计等; 2、为员工搭建完善的职业发展通道。每名员工都比较关注自我价值的实现,而在企业最关键的就是通过公司提供的平台个人能够获得更多的更完善的职业发展机会; 3、归属感的营造。个人认为,雇主品牌说到底就是归属感的打造。良好地归属感,能够吸引员工愿意主动的为团队付出,愿意主动的创新工作思路,提供新的发展建议。有了归属感,员工才会更主动的对内和对外去宣传公司的品牌。 关键步骤 分析雇主品牌现状(SWOT)定位、提炼理想的雇主品牌雇主品牌传播途径、各部门分工及协作内容雇主品牌建立效果评估、改进 通过调研及现有资料,分析公司雇主品牌现状,特别注意品牌的优势和不足,结合企业文化,提炼出适合企业的理想的雇主品牌(对人才需求的一种理念,旨在吸引人才)。人力资源部将雇主品牌建立工作分解到各部门及具体员工身上,并将此工作贯穿到整个人力资源

差异化战略方案

差异化战略 差异化战略概述 差异化战略又称别具一格战略,是将公司提供的产品或服务差异化.形成一些在全产业范围中具有独特性的东西。实现差异化战略可以有许多方式:设计或品牌形象(Mercedes Benz在汽车业中声誉卓着)、技术特点(Coleman在野营设备业中)、外观特点(Jenn-Air在电器领域中)、客户服务(Crown Cork及Seal在金属罐产业中)、经销网络(Caterpillar Tractor在建筑设备业中)及其他方面的独特性。最理想的情况是公司使自己在几个方面都差异化。例如.卡特皮勒推土机公司(Caterpillar Tractor)不仅以其经销网络和优良的零配件供应服务着称.而且以其极为优质耐用的产品享有盛誉。所有这些对于大型设备都至关重要.因为大型设备使用时发生故障的代价是昂贵的。应当强调.差异化战略并不意味着公司可以忽略成本.但此时成本不是公司的首要战略目标。 如果差异化战略成功地实施了,它就成为在一个产业中赢得高水平收益的积极战略,因为它建立起防御阵地对付五种竞争力量,虽然其防御的形式与成本领先有所不同。波特认为,推行差异化战略有时会与争取占有更大的市场份额的活动相矛盾。推行差异化战略往往要求公司对于这一战略的排它性有思想准备。这一战略与提高市场份额两者不可兼顾。在建立公司的差异化战略的活动中总是伴随着很高的成本代价,有时即便全产业范围的顾客都了解公司的独特优点,也并不是所有顾客都将愿意或有能力支付公司要求的高价格。 产品差异化带来较高的收益.可以用来对付供方压力.同时可以缓解买方压力.当客户缺乏选择余地时其价格敏感性也就不高。最后.采取差异化战略而赢得顾客忠诚的公司.在面对替代品威胁时.其所处地位比其他竞争对手也更为有利。 实现产品差异化有时会与争取占领更大的市场份额相矛盾。它往往要求公司对于这一战略的排它性有思想准备.即这一战略与提高市场份额两者不可兼顾。较为普遍的情况是.如果建立差异化的活动总是成本高昂.如:广泛的研究、产品设计、高质量的材料或周密的顾客服务等.那么实现产品差异化将意味着以成本地位为代价。然而.即便全产业范围内的顾客都了解公司的独特优点.也并不是所有顾客都愿意或有能力支付公司所要求的较高价格(当然在诸如挖土机械设备行业中.这种愿出高价的客户占了多数.因而Caterpillar的产品尽管标价很高.仍有着占统治地位的市场份额)。在其他产业中.差异化战略与相对较低的成本和与其他竞争对手相当的价格之间可以不发生矛盾。 差异化战略的类型 (1)产品差异化战略 产品差异化的主要因素有:特征、工作性能、一致性、耐用性、可靠性、易修理性、式样和设计。 (2)服务差异化战略服务的差异化主要包括送货、安装、顾客培训、咨询服务等因素。 (3)人事差异化战略 训练有素的员工应能体现出下面的六个特征:胜任、礼貌、可信、可靠、反应敏捷、善于交流。 (4)形象差异化战略 差异化战略的适用条件与组织要求 (1)可以有很多途径创造企业与竞争对手产品之间的差异,并且这种差异被顾客认为是有价值的; (2)顾客对产品的需求和使用要求是多种多样的,即顾客需求是有差异的; (3)采用类似差异化途径的竞争对手很少,即真正能够保证企业是“差异化”的; (4)技术变革很快,市场上的竞争主要集中在不断地推出新的产品特色。 除上述外部条件之外,企业实施差异化战略还必须具备如下内部条件: (1)具有很强的研究开发能力,研究人员要有创造性的眼光; (2)企业具有以其产品质量或技术领先的声望; (3)企业在这一行业有悠久的历史或吸取其他企业的技能并自成一体; (4)很强的市场营销能力; (5)研究与开发、产品开发以及市场营销等职能部门之间要具有很强的协调性; (6)企业要具备能吸引高级研究人员、创造性人才和高技能职员的物质设施;

差异化竞争战略

差异化竞争战略 差异化竞争战略是小企业适宜采用的一种战略,教材第六章介绍了三种差异化战略。请你结合实际分析这三种战略类型。 分析解答 小企业竞争战略的类型:通常采用三种基本的竞争战略,既低成本战略、差异化战略和市场细分战略。低成本战略,是所有战略中最容易理解也最容易接受的,它的目标就是要使小企业成为市场中成本最低的生产者,让小企业的产品或服务在市场中以成本的优势与他人竞争。它有三种方式:同样的质量较低的价格,同样的价格更好的质量,更好的质量较低的价格。差异化战略,指小企业对其生产或提供的产品和服务进行差异化以避开直接竞争,创造市场差别优势。也有学者把该竞争战略称为“别具一格”战略或差别化战略。小企业的差异化战略要求企业的产品或服务在除成本之外的其他方面与众不同,而不是靠成本取胜。市场细分战略,是指小企业根据购买者的特性的差异把整个市场划分为若干个子市场,把其中的一个或几个子市场作为目标市场并在其中经营,以获取竞争优势。 差异化战略的基础:作为企业存在的目的就是以满足顾客需求为最终目标,它是各种资源的集合体,这为企业实施差异化战略提供了基础。一方面由于各种原因,企业拥有的资源各不相同,具有异质性,决定了企业竞争力的差异。另一方面顾客本身在许多方面存在差异性,导致了顾客在需求上的差异性,企业就可以通过这种需求上的差异性为目标选择竞争中的重要战略。 差异化战略的本质:是企业在形成该企业提供的产品的要素上,或在提供产品过程的诸条件上,与其他提供同类产品或服务的企业相比,造成足以引诱买者的特殊性,以便买着将之同其他经营同类产品的企业项区别,并以差异化使同一产业内的不同企业的产品或服务减少了可替代性,这就意味着该产品市场垄断因素的加强。 差异化战略的目标:一个企业可以在产品、服务、技术、渠道等方面创造不同于竞争对手的差异化优势,获取一定程度的垄断,但如何长期保持甚至不断加强这种程度的垄断地位并不是容易的事情。因此,企业差异化战略的现实目标应该是培育并发挥核心能力,维持企业的可持续发展。企业核心能力的不断加强与延伸又可以提高企业实施差异化战略的能力,企业的产品差异化优势只是一种短期的比较优势,但当产品的差异化是建立在核实能力的基础上时,企业就获得了长期的可持续的竞争优势。 企业的差异化并不能完全阻止竞争模仿,但是可以限制竞争者的模仿行为,企业的持续创新可以产生产品的不可替代性,或者使竞争者反映滞后,来不及反映或作出反应需要很长时间,由实施差异化战略而形成的优势地位是能力的体现,有效率地使用时间的快速反应能力也是竞争能力的体现。 差异化战略的优劣:企业实行差异化战略可建立起稳固的竞争地位,从而使得企业取得高于行业水平的收益,并获得一定的优势,主要体现在建立起顾客对产品或服务的认识和信赖,降低顾客因价格变化时的敏感程度;顾客对商标的信赖和忠实形成强有力的行业进入障碍;差异化战略产生的高边际收益增强了企业对付供应商讨价还价的能力;企业通过差异化战略,使得购买者缺乏与之可比较的产品选择;企业通过差异化战略建立起顾客对产品的信赖,使得替代品无法与之竞争。 与其他竞争战略一样,实施差异化战略也有一定的风险,主要表现在实施差异化战略的企业成本可能很高;随着企业所处行业的发展进入成熟期,差异化产品的优点很可能为竞争对手所模仿,消弱产品优势,企业就要处于非常困难的境地;购买者由于自身情况变化,会降低在某一方面产品或服务差异化的要求。 差异化战略的实施途径:在差异化战略的实施过程中,可以通过采取途径有产品差异化、品牌差异化、渠道差异化和服务差异化。

雇主品牌建立思路

雇主品牌建立思路

二、雇主品牌建立项目初步思路 雇主品牌是雇主和雇员之间被广泛传播到其他的利益相关人、更大范围的社会群体以及潜在雇员的一种情感关系,通过各种方式表明企业是最值得期望和尊重的雇主。针对的主要是企业的目标人才(外部+内部)。打造雇主品牌带来的利益:提高整体竞争优势、带来优厚的财务回报、减少雇佣双方适配的风险、聚集优秀人才(吸引+留住)、增强企业品牌。 雇主品牌一般是通过企业的社会行为和社会责任的履行被认可的,也是通过员工的体会对外所传播和宣传的好的口碑。雇主品牌更多的源于员工对公司或雇主的个人感受的定位。因此,要做好雇主品牌建设,在企业做好对外公关、品牌打造、社会责任担当的基础上,更重点要打造良好的内部环境和谐、互相尊重的文化精神:从外部宣传来讲,公司不仅需要鼓励员工参与社会公益活动,而且更应该注重企业的主营业务——食品生产及销售,因为产品本身就体现着一种社会责任——为大众提供安全可靠的食品,即雇主品牌的建立需要借力强大的产品品牌;另

一面,在与外部潜在人才的接触中(校招+社招),需要在招聘环节设置雇主品牌宣传内容。从内部来讲,可以从以下三个方面进行: 1、建立完善的薪酬福利保障体系。有吸引力的薪酬福利体系不一定是薪酬水平最高的,而是相对比较完善的体系更具吸引力。例如每年固定的加薪、人性化的福利设计等; 2、为员工搭建完善的职业发展通道。每名员工都比较关注自我价值的实现,而在企业最关键的就是通过公司提供的平台个人能够获得更多的更完善的职业发展机会; 3、归属感的营造。个人认为,雇主品牌说到底就是归属感的打造。良好地归属感,能够吸引员工愿意主动的为团队付出,愿意主动的创新工作思路,提供新的发展建议。有了归属感,员工才会更主动的对内和对外去宣传公司的品牌。 关键步骤 分析雇主品牌现状(SWOT)定位、提炼理想的雇主品牌雇 主品牌传播途径、各部门分工及协作内容雇主品牌建立效果评估、改进

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