marble_shu
发表于 2007-9-11 08:35:26
[转帖]SWOT 分析法实际案例
<p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">SWOT</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">分析方法，即优势<span lang="EN-US">(Strengths)</span>、劣势<span lang="EN-US">(Weakness)</span>、机会<span lang="EN-US">(Opportunities)</span>和威胁<span lang="EN-US">(Threats)</span>分析，它是基于企业自身的实力，对比竞争对手，并分析企业外部环境变化影响可能对企业带来的机会与企业面临的挑战，进而制定企业最佳战略的方法。其涵义见表<span lang="EN-US">1-1</span>。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"><span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>SWOT</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">分析实际上是将对企业内外部条件各方面内容进行综合和概括，进而分析企业的优劣势、面临的机会和威胁的一种方法。其中，优劣势分析主要是着眼于企业自身的实力及其与竞争对手的比较，而机会和威胁分析将注意力放在外部环境的变化及对企业的可能影响上，但是，外部环境的同一变化给具有不同资源和能力的企业带来的机会与威胁却可能完全不同，因此，两者之间又有紧密的联系。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">SWOT</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">分析实际上是企业外部环境分析和企业内部要素分析的组合分析。因此，企业外部环境评价矩阵和内部要素评价矩阵构成了<span lang="EN-US">SWOT</span>分析的方法基础。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 21pt; TEXT-ALIGN: center; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">表<span lang="EN-US">1-1 <span style="mso-spacerun: yes;"> </span>SWOT</span>示意图<span lang="EN-US"><p></p></span></span></p><div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; MARGIN: auto auto auto 0.5pt; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-padding-alt: 0cm 0cm 0cm 0cm; mso-border-alt: solid windowtext .75pt;"><tbody><tr style="HEIGHT: 70.9pt; mso-yfti-irow: 0; mso-yfti-firstrow: yes;"><td width="177" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0cm; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 132.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 70.9pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .75pt;"><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">企业内部条件</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"><p></p></span></p></td><td width="175" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0cm; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; BORDER-LEFT: #d4d0c8; WIDTH: 131.5pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 70.9pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .75pt; mso-border-left-alt: solid windowtext .75pt;"><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">优势<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-outline-level: 2;"><b><span lang="EN-US" style="LINE-HEIGHT: 150%; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"><font face="">Strengths<p></p></font></span></b></p></td><td width="176" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0cm; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; BORDER-LEFT: #d4d0c8; WIDTH: 132pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 70.9pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .75pt; mso-border-left-alt: solid windowtext .75pt;"><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">劣势<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">Weakness<p></p></span></p></td></tr><tr style="HEIGHT: 70.9pt; mso-yfti-irow: 1; mso-yfti-lastrow: yes;"><td width="177" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0cm; BORDER-TOP: #d4d0c8; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 132.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 70.9pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .75pt; mso-border-top-alt: solid windowtext .75pt;"><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">企业外部环境</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"><p></p></span></p></td><td width="175" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0cm; BORDER-TOP: #d4d0c8; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; BORDER-LEFT: #d4d0c8; WIDTH: 131.5pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 70.9pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .75pt; mso-border-left-alt: solid windowtext .75pt; mso-border-top-alt: solid windowtext .75pt;"><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">机会<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-outline-level: 1;"><b><span lang="EN-US" style="LINE-HEIGHT: 150%; FONT-FAMILY: ˎ̥; mso-font-kerning: 18.0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"><font face="">Opportunities<p></p></font></span></b></p></td><td width="176" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 0cm; BORDER-TOP: #d4d0c8; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; BORDER-LEFT: #d4d0c8; WIDTH: 132pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 70.9pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .75pt; mso-border-left-alt: solid windowtext .75pt; mso-border-top-alt: solid windowtext .75pt;"><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">威胁<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-outline-level: 1;"><b><span lang="EN-US" style="LINE-HEIGHT: 150%; FONT-FAMILY: ˎ̥; mso-font-kerning: 18.0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"><font face="">Threats<p></p></font></span></b></p></td></tr></tbody></table></div><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><b><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">一、优势与劣势分析<span lang="EN-US">(SW)<p></p></span></span></b></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">竞争优势是指一个企业超越其竞争对手、实现企业目标的能力，企业的主要目标包括盈利、增长、市场份额等。因此，企业的竞争优势并不一定完全体现在较高的盈利率上，有时企业更希望保持增长速度、增加市场份额，或者稳定雇员等。当两个企业处在同一市场或者说它们都有能力向同一顾客群体提供产品和服务时，如果其中一个企业有更高的盈利率、更快的增长速度或更高的市场份额，则企业比另外一个企业更具有竞争优势。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">竞争优势可以是一个企业或它的产品有别于其竞争对手的任何优越的东西，它可以是产品质量、可靠性、适用性、风格和形象以及服务的及时、态度的热情等。虽然竞争优势实际上指的是一个企业比其竞争对手有较强的综合优势，但是明确企业究竟在哪一个方面具有优势更有意义。因为只有这样，才可以扬长避短。由于企业是一个整体，并且由于竞争优势来源广泛，所以，在做优劣势分析时必须从整个价值链的每个环节上，将企业与竞争对手做详细的对比。如产品是否新颖，制造工艺是否复杂，销售渠道是否畅通，以及价格是否具有竞争力等。如果一个企业在某一方面或几个方面的优势正是该行业企业应具备的关键成功要素，该企业的综合竞争优势就强。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">影响企业竞争优势的持续时间，主要的是三个关键因素： ①建立这种优势要多长时间<span lang="EN-US">? </span>②能够获得的优势有多大<span lang="EN-US">? </span>③竞争对手做出有力反应需要多长时间<span lang="EN-US">? </span>只有分析清楚了这三个因素，企业才能明确建立和维持竞争优势。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-char-indent-count: 2.0; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">企业的优势和劣势可以通过企业内部因素来进行评价，相对竞争对手，企业的内部因素可以表现在研发能力、资金实力、生产设备、工艺水平、产品性能和质量、销售网络、管理能力等方面。可以采用企业内部因素评价矩阵<span lang="EN-US">(IFE</span></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-bidi-font-family: 宋体;">，</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">Internal Factor Evaluation Matrix)</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">，通过加权计算，定量分析企业的优劣势，如表<span lang="EN-US">1-2</span>所示。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"> </span></p>
marble_shu
发表于 2007-9-11 08:51:33
<p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"> </span><b><span style="COLOR: black; FONT-FAMILY: 楷体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 宋体;"><font face="">表</font></span></b><b><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">1-2</span></b><font face=""><b><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 楷体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 宋体;"><span style="mso-spacerun: yes;"> </span></span></b><b><span style="COLOR: black; FONT-FAMILY: 楷体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 宋体;">某企业内部因素评价矩阵</span></b></font></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><font face=""><b><span style="COLOR: black; FONT-FAMILY: 楷体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: 宋体;"><span lang="EN-US"><p></p></span></span></b></font> </p><br/><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><b><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"> </span></b><b><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">二、机会与威胁分析<span lang="EN-US">(OT)<p></p></span></span></b></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">机会与威胁分析主要着眼于企业外部环境带来的机会和威胁。外部环境发展趋势分为两大类：一类表示环境威胁，另一类表示环境机会。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">环境威胁指的是环境中不利的发展趋势所形成的挑战，如果不采取果断的战略行</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">为，这种不利趋势将导致公司的竞争地位受到削弱。企业外部的不利因素包括：新产品替代、销售商拖延结款、竞争对手结盟、市场成长放缓、供应商讨价还价能力增强等，影响企业目前的竞争地位。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">环境机会是指企业面临的外部环境中对企业发展有利的因素，是对公司行为富有吸引力的领域，在这一领域中发展壮大的企业将拥有竞争优势。外部机会如政策支持、技术进步、供应商良好关系、银行信贷支持等。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">机会与威胁分析可以采用企业外部评价矩阵，如表<span lang="EN-US">1-3</span>所示<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><b><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">表<span lang="EN-US">1-3<span style="mso-spacerun: yes;"> </span></span>某企业外部因素评价表<span lang="EN-US"><p></p></span></span></b></p><br/><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><b><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">三、企业战略选择<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">根据企业优势劣势分析和机会威胁分析，可以画出</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">SWOT</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">分析图，并据此制定企业相应所需采取的策略。如图<span lang="EN-US">1-1</span>所示。<img height="204" alt="swot" src="http://www.mypmo.net/PMACTION/UploadFiles_2267/200701/20070117091843713.jpg" width="298" border="0" style="WIDTH: 298px; ZOOM: 130%; HEIGHT: 204px;"/></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';"> </span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">图<span lang="EN-US">1-1<span style="mso-spacerun: yes;"> </span></span>企业</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">SWOT</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体; mso-hansi-font-family: '';">分析图<span lang="EN-US"><p></p></span></span><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">SWOT</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">分析图划分为四个象限，根据企业所有的不同位置，应采取不同的战略。<span lang="EN-US">SWOT</span>分析图提供了<span lang="EN-US">4</span>种战略选择。在右上角的企业拥有强大的内部优势和众多的机会，企业应采取增加投资、扩大生产、提高生产占有率的增长性战略。在右下角的企业尽管具有较大的内部优势，但必须面临严峻的外部挑战，应利用企业自身优势，开展多元化经营，避免或降低外部威胁的打击，分散风险，寻找新的发展机会。处于左上角的企业，面临外部机会，但自身内部缺乏条件，应采取扭转性战略，改变企业内部的不利条件。处于左下角的企业既面临外部威胁，自身条件也存在问题，应采取防御性战略，避开威胁，消除劣势。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US"><p></p></span></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">SWOT</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">分析图划分为四个象限，根据企业所有的不同位置，应采取不同的战略。<span lang="EN-US">SWOT</span>分析图提供了<span lang="EN-US">4</span>种战略选择。在右上角的企业拥有强大的内部优势和众多的机会，企业应采取增加投资、扩大生产、提高生产占有率的增长性战略。在右下角的企业尽管具有较大的内部优势，但必须面临严峻的外部挑战，应利用企业自身优势，开展多元化经营，避免或降低外部威胁的打击，分散风险，寻找新的发展机会。处于左上角的企业，面临外部机会，但自身内部缺乏条件，应采取扭转性战略，改变企业内部的不利条件。处于左下角的企业既面临外部威胁，自身条件也存在问题，应采取防御性战略，避开威胁，消除劣势。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US"><p></p></span></p>
marble_shu
发表于 2007-9-11 08:54:03
<p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 105.4pt; TEXT-ALIGN: left; mso-char-indent-count: 10.0; mso-pagination: widow-orphan;"><b><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"><span style="mso-spacerun: yes;"> </span></span></b><b><span lang="EN-US" style="COLOR: red; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">[</span></b><b><span style="COLOR: red; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">案例<span lang="EN-US">] BCX</span>彩管企业<span lang="EN-US">SWOT</span>分析<span lang="EN-US"><p></p></span></span></b></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">BCX</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">公司是我国主要彩管生产企业之一，主要生产<span lang="EN-US">19</span>、<span lang="EN-US">21</span>、<span lang="EN-US">25</span>和<span lang="EN-US">29</span>英寸普通彩色显像管，<span lang="EN-US">1999</span>年产量约<span lang="EN-US">300</span>万只。随着国内外彩电市场的变化，彩电市场竞争日益白热化，<span lang="EN-US">1998</span>年全国有彩管生产企业<span lang="EN-US">11</span>家，彩管生产能力约<span lang="EN-US">5000</span>万只，实际产量<span lang="EN-US">3490</span>万只，约占全球产量<span lang="EN-US">2.4</span>亿只的<span lang="EN-US">14.5</span>％。电视机生产企业利润日益摊薄，电视机企业对彩管企业讨价还价能力增强，彩管价格不断下降；同时，大屏幕彩电、纯平彩电、背投电视、液晶电视、等离子体电视等开始出现，对彩管的需求正在发生变化。<span lang="EN-US">BCX</span>公司利润水平持续下降，面对市场变化，需要调整企业战略，<span lang="EN-US">2000</span>年<span lang="EN-US">BCX</span>经过企业内外部环境分析，提出若干战略供决策层选择。其评价见表<span lang="EN-US">1-4</span>。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><b><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">表<span lang="EN-US">1-4<span style="mso-spacerun: yes;"> </span></span>某企业内部和外部因素评价表</span></b></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; WORD-BREAK: break-all; TEXT-INDENT: 21pt; TEXT-ALIGN: center; mso-pagination: widow-orphan;"><b><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;"><span lang="EN-US"><p></p></span></span></b> </p><br/>
熊盼盼
发表于 2007-9-11 09:11:45
<p>昨天刚好看科特勒的<营销管理></p><p>也看到这个章节</p><p>感谢LZ再次分享</p>
powerspark
发表于 2007-9-11 10:47:32
<p>感谢楼主，非常好的资料。在实际案例中我认为比较难的是认清自己的优劣势，搞明白面临的威胁与机会。</p>
alonewolf
发表于 2007-9-11 12:48:45
现在还有一种是把SWOT分析法进行反向运用，即为TOWS，原理差不多，只不过在运用的时候可以灵活一些
ziyue
发表于 2007-9-12 08:56:22
不错，有心得
紫微星
发表于 2007-9-12 09:02:54
<p>图片看不太清楚哦。不错</p>
babyfirst
发表于 2007-9-12 09:47:16
<p>虽然在大学的时候就学过SWOT</p><p>但是要灵活运用还是需要更多的学习研究啊</p><p>谢谢楼主的分享，已经收藏了</p>
haha0214
发表于 2007-9-12 12:46:35
<p>感谢楼主分享</p><p>用SWOT分析法分析：汽车行业在某一媒体上投放广告跟同城其他媒体上投放广告的差距分析，怎样才能更好、更准确的用SWOT分析。（从那些指标可以看出各媒体之间的差距）。</p><p>各位家人请参与讨论</p><p></p><p> 谢谢</p>