【正文】 ...............................................................................11 （一）宏觀環(huán)境分析（一般環(huán)境分析） .............................................................................................11 政治 .................................................................................................................................................11 經(jīng)濟(jì) .................................................................................................................................................11 技術(shù) .................................................................................................................................................11 社會(huì)文化 ........................................................................................................................................11 自然 .................................................................................................................................................11 （二）競(jìng)爭(zhēng)分析 ..................................................................................................................................... 12 行業(yè)分析 ....................................................................................................................................... 12 市場(chǎng)分析 ....................................................................................................................................... 13 （三）大寶公司的現(xiàn)狀 ......................................................................................................................... 13 企業(yè)的關(guān)鍵成功要素： .............................................................................................................. 14 企業(yè)面臨的機(jī)會(huì)： ....................................................................................................................... 14 企業(yè)面臨的威脅： ....................................................................................................................... 14 （四）標(biāo)準(zhǔn)外部因素評(píng)價(jià)表 (EFE) ...................................................................................................... 14 大寶化妝品有限公司外部因素評(píng)價(jià)表（ EFE） ....................................................................... 14 外部因素評(píng)價(jià)表 (EFE)結(jié)論： .................................................................................................... 15 （五）企業(yè)對(duì)比 EFE 分析表： ............................................................................................................ 16 五、內(nèi)部因素分析 ...................................................................................................................................... 17 （一） IFE 分析表 .................................................................................................................................. 17 大寶化妝品有限公司內(nèi)部因素分析表（ IFE） ....................................................................... 17 大寶化妝品有限公司內(nèi)部因素優(yōu)劣分析： ............................................................................. 17 （二）企業(yè)對(duì)比 IFE 分析表 ................................................................................................................. 19 六、 SWOT綜合分析 ................................................................................................................................ 19 七、業(yè)務(wù)組合 分析 ...................................................................................................................................... 22 （一）產(chǎn)品分析 ..................................................................................................................................... 22 護(hù)膚 ................................................................................................................................................ 22 美容修飾 ....................................................................................................................................... 23 洗發(fā)類（洗發(fā)護(hù)發(fā)浴液類） ...................................................................................................... 23 香水 —— 香水類 ........................................................................................................................... 23 特殊用途 ....................................................................................................................................... 23 （二）業(yè)務(wù)組合分析圖 ......................................................................................................................... 24 橫縱軸制定的基本數(shù)據(jù)： .......................................................................................................... 24 大寶化妝品有限公司業(yè)務(wù)組合圖 .............................................................................................. 24 3 （三）業(yè)務(wù)組合分析 ............................................................................................................................. 25 奶牛 —— 問(wèn)號(hào) —— 明星 .............................................................................................................. 25 跑狗 ................................................................................................................................................ 25 業(yè)務(wù)組合合理度分析 ................................................................................................................... 26 八、公司發(fā)展戰(zhàn)略 ........................................................................................