【正文】 tegic ManagementSchool 0f Management of UESTC了解識(shí)別判斷競爭結(jié)構(gòu)主要競爭對(duì)手行業(yè)關(guān)鍵成功因素行業(yè)吸引力競爭分析機(jī)會(huì)與威脅譯：陳 校：吳確定競爭對(duì)手戰(zhàn)略行動(dòng)發(fā)現(xiàn)Strategic ManagementSchool 0f Management of UESTC目的整體把握行業(yè)狀況主要途徑需求分析競爭分析優(yōu)序圖環(huán)境掃描基本方法行業(yè)主要經(jīng)濟(jì)特征分析Strategic ManagementSchool 0f Management of UESTC行業(yè)關(guān)鍵經(jīng)濟(jì)特征分析l了解行業(yè)關(guān)鍵經(jīng)濟(jì)特征為公司制定戰(zhàn)略經(jīng)營策略提供了一個(gè)框架式窗口Strategic ManagementSchool 0f Management of UESTC行業(yè)主要經(jīng)濟(jì)特征市場需求分析規(guī)模與增長需求差異行業(yè)生命周期市場競爭分析競爭者競爭規(guī)則競爭范圍規(guī)模性能技術(shù)主要經(jīng)濟(jì)特征分析Strategic ManagementSchool 0f Management of UESTC行業(yè)關(guān)鍵經(jīng)濟(jì)特征分析 l 需求特性l 行業(yè)生命周期l 競爭特征l 行業(yè)壁壘l 關(guān)鍵成功因素l 行業(yè)吸引力Strategic ManagementSchool 0f Management of UESTC行業(yè)關(guān)鍵經(jīng)濟(jì)特征分析l勞動(dòng)密集型行業(yè) l資本密集型行業(yè)l技術(shù)密集型行業(yè)l知識(shí)或智力密集型行業(yè)Strategic ManagementSchool 0f Management of UESTC競爭結(jié)構(gòu)分析—— 五力分析 行業(yè)關(guān)鍵經(jīng)濟(jì)特征分析揭示行業(yè)的整體性質(zhì)，五力分析則揭示行業(yè)中的競爭特質(zhì)，從而為創(chuàng)建可持續(xù)的競爭優(yōu)勢和強(qiáng)有力的競爭地位提供指導(dǎo)。Strategic ManagementSchool 0f Management of UESTC競爭結(jié)構(gòu)分析—— 五力分析 現(xiàn)有廠商分析主要競爭對(duì)手關(guān)鍵競爭對(duì)手競爭對(duì)手優(yōu)勢來源競爭對(duì)手未來戰(zhàn)略最危險(xiǎn)的競爭對(duì)手Strategic ManagementSchool 0f Management of UESTC競爭結(jié)構(gòu)分析—— 五力分析 隨著產(chǎn)業(yè)鏈、價(jià)值鏈、供應(yīng)鏈、戰(zhàn)略聯(lián)盟以及競合理論的成熟，五力分析不應(yīng)當(dāng)僅僅成為競爭分析。 Strategic ManagementSchool 0f Management of UESTC行業(yè)的變革驅(qū)動(dòng)力 行業(yè)的經(jīng)濟(jì)特征和競爭結(jié)構(gòu)以及行業(yè)生命周期，揭示了有關(guān)行業(yè)整體和競爭的信息，行業(yè)變革驅(qū)動(dòng)力分析則揭示導(dǎo)致行業(yè)變革的動(dòng)因。Strategic ManagementSchool 0f Management of UESTC確定成功的關(guān)鍵要素l 一個(gè)合理的戰(zhàn)略應(yīng)當(dāng)努力爭取在所有的行業(yè)成功的關(guān)鍵要素上有能力，并且至少在一個(gè)行業(yè)成功的關(guān)鍵要素?fù)碛凶吭侥芰Γ?A sound strategy incorporates efforts to be petent on the all industry key success factors and to excel on at least one factor. Strategic ManagementSchool 0f Management of UESTC行業(yè)吸引力分析行業(yè)吸引力的一般分析途徑l需求l競爭l業(yè)績Strategic ManagementSchool 0f Management of UESTC行業(yè)吸引力分析需求方面的吸引力分析l市場規(guī)模l市場潛力l市場增長率l風(fēng)險(xiǎn)與不確定性Strategic ManagementSchool 0f Management of UESTC行業(yè)吸引力分析競爭方面的吸引力分析l競爭結(jié)構(gòu)l公司競爭地位業(yè)績方面的吸引力分析l利潤率Strategic ManagementSchool 0f Management of UESTC機(jī)會(huì)和威脅lIdentifying a pany`s market opportunitieslIdentifying the threats to a pany`s future profitabilityStrategic ManagementSchool 0f Management of UESTC機(jī)會(huì)和威脅l Market opportunity is a big factor in shaping a pany`s strategy.l A pany is welladvised to pass on the particular market opportunity unless it has or can build the resource capabilities to capture it.Strategic ManagementSchool 0f Management of UESTC機(jī)會(huì)和威脅l Market opportunity is a big factor in shaping a pany`s strategy.l Successful strategists aim at capturing a pany`s best growth opportunities and creating defenses against external threats to its petitive position and future performance.Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略環(huán)境常用分析方法行業(yè)與競爭分析行業(yè)分析行業(yè)主要經(jīng)濟(jì)特征競爭分析競爭結(jié)構(gòu)變革驅(qū)動(dòng)主要競爭對(duì)手對(duì)手戰(zhàn)略行動(dòng)行業(yè)成功關(guān)鍵因素行業(yè)吸引力機(jī)會(huì)機(jī)會(huì)威脅威脅五力分析 戰(zhàn)略群圖、 CPM 6“S”分析優(yōu)序圖、環(huán)境掃描EFE、 ETOP 指標(biāo)評(píng)價(jià)Strategic ManagementSchool 0f Management of UESTC優(yōu)序圖優(yōu)序圖 : Precedence Chartl簡單優(yōu)序圖l多輸入、加權(quán)優(yōu)序圖l組合優(yōu)序圖Strategic ManagementSchool 0f Management of UESTC優(yōu)序圖確定相關(guān)因素建立評(píng)價(jià)標(biāo)準(zhǔn)強(qiáng)制打分Strategic ManagementSchool 0f Management of UESTCSimple Precedence Chartfactors 1 2 3 4 5 6 71234 5 6 7 Strategic ManagementSchool 0f Management of UESTCSimple Precedence Chartfactors 1 2 3 4 5 6 71 0 12 134 5 6 7 0 Strategic ManagementSchool 0f Management of UESTCSimple Precedence Chartfactors 1 2 3 4 5 6 71 0 1 1 0 1 1 42 1 1 1 0 1 1 53 0 0 0 0 1 1 24 0 0 1 0 1 0 2 5 1 1 1 1 1 1 66 0 0 0 0 0 0 0 7 0 0 0 1 0 1 2 Strategic ManagementSchool 0f Management of UESTCSimple Precedence Chartfactors 3 4 73 0 1 14 1 0 1 7 0 1 1 Strategic ManagementSchool 0f Management of UESTC優(yōu)序圖的檢驗(yàn)總和檢驗(yàn)： 互補(bǔ)性檢驗(yàn)：Strategic ManagementSchool 0f Management of UESTC多輸入、加權(quán)優(yōu)序圖多輸入、加權(quán)優(yōu)序圖可以運(yùn)用于? 群體決策? 加權(quán)決策? 重要度決策Strategic ManagementSchool 0f Management of UESTC環(huán)境機(jī)會(huì)威脅分析Environmental threat and opportunity profile(ETOP)Strategic ManagementSchool 0f Management of UESTC分析步驟l 確定每一個(gè)因素對(duì)戰(zhàn)略成效的重要度（分值為 1~10：不重要得 1分，最重要得 10分）l 確定每一因素對(duì)戰(zhàn)略成效的影響與屬性（ 分值 5~+5: 5表示具有十分嚴(yán)重的不利影響， +5表示具有十分突出的有利作用）Strategic ManagementSchool 0f Management of UESTC步驟l 確定每一因素的得分 (重要度得分 影響屬性的分 ) l 加總或的全部因素的得分l 分析分值的含義Strategic ManagementSchool 0f Management of UESTCETOP: Analysis ApproachStrategic ManagementSchool 0f Management of UESTC外部因素評(píng)價(jià)矩陣The external factors evaluation (EFE) matrixStrategic ManagementSchool 0f Management of UESTC步驟l 列出 10~20個(gè)外部因素，包括機(jī)會(huì)和威脅并且盡可能用數(shù)字（選取因素可運(yùn)用優(yōu)序圖來確定）l 對(duì)每一個(gè)因素賦予一個(gè)權(quán)重（ ~）l 根據(jù)公司對(duì)這些因素的反應(yīng)狀況給分（ 1分表示反應(yīng)很差， 4分表示反應(yīng)很好）l 各因素權(quán)重分值乘公司的因素反應(yīng)得分，獲得各因素的加權(quán)分Strategic ManagementSchool 0f Management of UESTC步驟l 匯總各因素加權(quán)分支，獲得公司的總體分值（最高得分 4分。Strategic ManagementSchool 0f Management of UESTC資源與優(yōu)勢公司的資源，如果期望成為持續(xù)持續(xù)競爭優(yōu)勢的基礎(chǔ)，需經(jīng)過四項(xiàng)競爭性價(jià)值測試：l可復(fù)制性l持續(xù)性l價(jià)值性l替代性Strategic ManagementSchool 0f Management of UESTCCompetitive Value of Resourcel Is the resource hard to copy?l How long does the resource last?l Is the resource really petitively superior?l Can the resource be trumped by the different resource/ capabilities of rivals?Strategic ManagementSchool 0f Management of UESTC特異能力l 公司的資源優(yōu)勢是公司戰(zhàn)略的基石和競爭優(yōu)勢的根基，具有重要價(jià)值。Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略成本分析l 目的：通過與競爭對(duì)手比較成本競爭力，確定公司相對(duì)成本地位l 途徑：價(jià)值鏈分析Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略成本分析l overall costl ponent of cost (structure)l cost positionl cost advantageStrategic ManagementSchool 0f Management of UESTC戰(zhàn)略成本分析l Whether the pany`s overall cost position relative rivals is favorable or unfavorable. (advantage or disadvantage)l Strategic cost analysis involves paring how a pany`s unit costs stack up against the unit costs of key petitors activity by activity .Strategic ManagementSchool 0f Management of UESTC戰(zhàn)略成本分析的途徑l general financial analysisl process analysisl value chain analysisl benchmark analysisStrategic