SWOT Analysis[SWOT分析]

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辨析组织的优势、弱点、机会和威胁。 SWOT Analysis[SWOT分析]解析。

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SWOT Analysis[SWOT分析]

什么是SWOT分析? 释义

SWOT是一项管理工具,用于组织管理和战略制定。 它能够帮助企业找到其自身的优势(Strengths)、弱点(Weaknesses)、机会(Opportunities)和威胁(Threats)。 


企业自身的优势和弱点,是其创造价值或者毁灭价值的内部因素。 它们可以包括较之竞争对手,企业所拥有的资产、技能及资源。 它们既可以利用企业内部的评估标准,也可以通过Benchmarking[标杆分析]来衡量。


企业所面临的机会和威胁,是其创造价值或毁灭价值的外部因素。 企业不能够对它们加以控制。 但是,它们或者源于Competitive Dynamics of the Industry/Market[行业/市场的竞争动力],或者内含经济、政治、技术、社会、法律以及文化因素(PEST)。


下图是一个典型的SWOT分析图:


优势(Strengths

  • 企业专家所拥有的专业市场知识
  • 对自然资源的独有进入性
  • 专利权
  • 新颖的、创新的产品或服务
  • 企业地理位置
  • 由于自主知识产权所获得的成本优势
  • 质量流程与控制优势
  • 品牌和声誉优势

弱点(Weaknesses

  • 缺乏市场知识与经验
  • 无差别的产品和服务(与竞争对手相比较)
  • 企业地理位置
  • 竞争对手进入分销渠道的优先地位
  • 产品或服务质量低下
  • 声誉败坏

机会

  • 发展中的新兴市场(中国、互联网)
  • 并购、合资或战略联盟
  • 进入具吸引力的新的细分市场
  • 新的国际市场
  • 政府规则放宽
  • 国际贸易壁垒撤除
  • 某一市场的领导者力量薄弱

威胁

  • 自己的市场上出现新的竞争对手
  • 价格战
  • 竞争对手发明新颖的、创新性的替代产品或服务
  • 政府颁布新的规则
  • 出现新的贸易壁垒
  • 针对自己产品或服务的潜在税务负担

任何企业都必须要结合外部环境,制定出一套与之相适应的企业战略。 SWOT是帮助企业分析其内部优势、弱点和外部机会、威胁的一个非常有用的工具, 但是,SWOT分析只是工作的第一步。 是企业的一举一动真正能够与外部环境相适,对于大多数企业来说,都是一项艰巨的挑战。


对持矩阵(Confrontation Matrix

有一项管理工具能够将SWOT分析中各因素结合起来进行深入分析,它就是对持矩阵(Confrontation Matrix


 

机会

威胁

优势(Strengths

 

进攻

竭尽全力而为之


调整

恢复优势力量

弱点(Weaknesses

 

防御

密切注视竞争对手一举一动


生存

战略转移


在现实操作中,SWOT的两个纵栏也往往处在针锋相对的位置, 战略家们仍然要努力从中发现战略策应的机会。这项工作看起来自相矛盾,却是SWOT分析的挑战所在。 这可以通过结合运用自外而内的战略(如市场驱动战略)或自内而为战略(资源驱动战略)来实现。


注: 企业亦可为其竞争对手做一次SWOT分析,一定会有许多有趣的发现。


SWOT分析论坛
  就假设分析
SWOT分析就前期市场来说算是非常重要的了。虽然是在假设下进行,但是由掌握专业知识的专家结合自身状况及市场情况做出的战略性指导~~~俗一点说,就是蛮稳妥的。...
     
 
  机会和威胁
任何分析都是在一定的假设下进行的,具有时效性和相对性,在时间、空间、行业背景发生变化的情况下,所得出的结论有可能不一样。当然,在同样的前提下,不同的策略也会得出不同的...
     
 
  何为机会,何为威胁?
论及什么是机会、什么是威胁,争论肯定会喋喋不休。当一个公司及早地随市场趋势而动,它就会把握住一次机会。反之,如果另一个公司没有看到这样的一个市场趋势,并且没有针对之采...
     
 
  SWOT分析的运用
SWOT分析经常被用在战略规划或市场规划的前期,以帮助决策、发现和解决问题,或被某些人用作提高对企业所处形势认识的分析工具。事实上,你完全可以把SWOT用作为个人职业规划的工具...
     
 
  SWOT流程步骤
以下是一个典型的中等规模的SWOT分析流程(可按需修改):
1)制定清晰的目标
2)组建SWOT工作组,决定其规模和层次,寻找优秀的引导者与贡献者(专业型人才与创造型人才的组合...
     
 
  Using SWOT Analysis for Supplier Audits
This would be a good tool to use during the evaluation of a supplier like when conduction a quality audit.
How would I draft such a report? Would I just comment on each area, e.g., S, W, O and T.
What would a project manager or procurement ...
     
 
  Involve Stakeholders in SWOT Analysis
Usually SWOT analysis is used by middle or higher managers/decision makers who are responsible for strategic planning. But don't overlook anyone else in the creation stage!
While it is possible to develop a SWOT analysis in a small group, it wil...
     
 
  Be Careful with Viewing Industry Opportunities as Company Opportunities
Managers are advised to guard against considering every industry opportunity as a company opportunity. An opportunity without the MEANS to capture it is an illusion.
To capture an opportunity it must match up with the financial and other resourc...
     
 
  SWOT Analysis as a Brainstorming Technique
SWOT analysis can be used in each organization. It can be used as brainstorming technique where individuals come up with distinctive ideas about the strengths, weaknesses, opportunities and threats of the busi...
     
 
  WHEN to do a SWOT Analysis?
At what stage should an organization develop a SWOT analysis?
At the inception or developing stage?...
     
 
  Internal Opportunities and Threats
What about the opportunities and threats that exist within the organization and we are not aware about them? How we will evaluate them through SWOT framework?...
     
 
  SWOT Analysis Strength
I think companies strategies on which company is working and that is giving positive response from a long time is its strength.
Therefore
"strategies giving positive response is the strength"....
     
 
  SWOT Analysis for British Airways and Ryan Air
Would anybody be able to suggest some key points to include under SWOT for the above firms.
I'm having problems keeping it short and succinct as well as assessing what are actually relative strengths and weaknesses....
     
 
  Combine SWOT Analysis with 5 Ps
I always do a SWOT analysis against the 5 Ps. People, Product, Promotion, Place and last of all Price....
     
 
  Design Shool Theory vs. SWOT
Whats the difference between a SWOT analysis and the Design School Theory?...
     
 
  Turning Competitor's Weaknesses Into Opportunities
How can I turn my rival's internal weaknesses into my opportunities since some companies succeed in keeping their internal weaknesses as a secret to themselves?...
     
 
  SWOT and Strategic Marketing Process
How does the SWOT analysis relate to the strategic marketing process (SMP)?...
     
 
  SWOT Analysis + Weightage
SWOT analysis is a basic tool for any marketing manager to determine their future strategies. But just listing the strengths, weaknesses, opportunities and threats are not adequate especially for the challenging business environment. Sometimes manage...
     
 
  Well suited for Crisis too
In this moment of crisis, I never see a better tool for help us in our decisions. This analysis model gives the necessary matrix for fast and proper action....
     
 

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最佳实践 - SWOT分析 高级帐户
  How to Proceed after the SWOT Analysis to the Strategy?
What should we do after the SWOT analysis. In other words, depending on the SWOT outcomes, what strategy can we use?...
     
 
  Combining SWOT with other Strategy Tools
It is my experience that the SWOT analysis as a standalone tool is not better than a simple brainstorming process focused on the four different issues.
In order to make it work, it is necessary to work several other analysis e.g.  
   
 
  Uses of SWOT analysis
A SWOT analysis is frequently used in an early stage of strategic or marketing planning for decision-making, problem solving, and as a tool to increase the awareness of certain people about the situation the firm is in. But you can also use SWOT as a...
     
 

Expert Tips (ENG) - SWOT Analysis 高级帐户
 

Steps of Typical SWOT Process

Here's a list of typical phases in a medium size SWOT process (modify as needed).
1. Determine clear objective(s)
2. Determine SWOT t...
Usage (application)SWOT Analysis
 
 
 

SWOT Strengths and VRIO test

In order to analyze true, valid strengths in a SWOT Analysis, you can use the VRIO test:
VALUE - Does the strength generate efficie...
Usage (application)Thoroughly Analyzing Strengths
 
 
 

SWOT Dos and Donts

- Do create an environment that stimulates active contribution of all members participating in the SWOT analysis.
- Do take into consideration, w...
Usage (application)Successful Implementation
 
 
 

10 SWOT Golden Rules

1. Precisely specify all factors to be listed. Avoid gray areas and misinterpretable data.
2. Consider realistically strengths and weaknesses of ...
Usage (application)SWOT Implementation, SWOT Best Practices
 
 
 

SWOT Applications and Aims

The SWOT Analysis can be generally carried out on: a product, a brand, a servic...
Usage (application)SWOT Insight
 
 
 

Critics on SWOT Analysis

Although over the last 40 years SWOT Analysis has been widely used and appreciated as an effective technique for strategic analysis, some major academ...
Usage (application)SWOT PItfalls, Improve your Usage of SWOT
 
 
 

How to Attribute Scores to All SWOT Factors

A typical best practice in implementing a SWOT Analysis is to attribute a score to all factors that represent strengths, weaknesses, threats and oppor...
Usage (application)SWOT Analysis Implementation
 
 
 

SWOT Disadvantages

Here are the main disadvantages of using a SWOT Analysis for Strategic Planning<...
Usage (application)SWOT in Strategic Planning
 
 
 

SWOT Advantages

Here following are the main advantages of using a SWOT analysis for Strategic Pl...
Usage (application)SWOT in Strategic Planning
 
 
 

Questions to Analyze the External Environment

When performing a SWOT Analysis, a common practice is to ask the following 7 questions to analyze the external environment:
1. How can int...
Usage (application)External Environment Analysis
 
 
 

History of SWOT. Early Strategic Planning

The origin of the SWOT Analysis has been credited to Albert Humphrey in the 1960s. At that time he was leading a research project at Stanford Universi...
Usage (application)Background SWOT Analysis
 
 

相关资料 - SWOT分析 高级帐户
 

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比较: Core Competence[核心竞争力]  |  Parenting Advantage[母合优势]  |  Five Forces Model[Porter的五力模型]  |  Outsourcing[外包]  |  Industry Change[产业变革]  |  OODA Loop[包以德循环]  |  BCG Matrix[BCG矩阵]  GE Matrix[GE矩阵]


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