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【正文】 Industry rivalry refers to the intensity of petition within the industry ? 競爭的激烈程度會影響贏取市場份額的戰(zhàn)略安排 The intensity of the rivalry has an impact on the types of tactics that are used in order to secure market share ? 如果競爭激烈，可采用市場促銷活動，如打折降價 If rivalry is intense aggressive marketing activities such as price discounting are more likely to be used IFCCPDF Business Performance Improvement Program Porter Industry Rivalry and Competition 行業(yè)競爭 ... Industry Rivalry... ? 涉及以下幾方面 … Consider the following… 競爭者的數(shù)量 The number of petitors 競爭者越多，行業(yè)競爭越激烈 The more petitors there are the more likely that industry rivalry will be intense 市場成長空間 Market growth 如果市場收縮或停滯，競爭會越激烈 If the market is stagnant or shrinking rivalry is likely to be more intense IFCCPDF Business Performance Improvement Program Porter Industry Rivalry and Competition 行業(yè)競爭 ... Industry Rivalry... 客戶轉(zhuǎn)換成本 Customer switching costs 如果轉(zhuǎn)換成本高，競爭者會積極的舉辦促銷活動，以贏取市場份額 If switching costs are high, petitors will be more likely to engage in activities designed to increase their market share 行業(yè)進入障礙 Barriers to industry entry 障礙較小，競爭者會越多，競爭會越激烈 If they are relatively low, the industry will attract more petitors and rivalry will be more intense IFCCPDF Business Performance Improvement Program Porter Industry Rivalry and Competition 行業(yè)競爭 .. Industry Rivalry... 固定成本的范圍 The extent to which costs are fixed。 Industry switching costs。 IFCCPDF Business Performance Improvement Program Porter Industry Rivalry and Competition 新的潛在進入者 … Potential New Entrants... ? 如果行業(yè)進入的障礙小，競爭可能會很激烈 When barriers to entry are ?low?, petition is likely to be intense 尤其當潛在進入者意識到該行業(yè)極具吸引力并且盈利率很高的時候 Particularly if potential entrants perceive the industry to be attractive and profitability to be high IFCCPDF Business Performance Improvement Program Porter Industry Rivalry and Competition 新的潛在進入者 Potential New Entrants... ? 市場退出的障礙包括 : Barriers to exit could include: 資本設(shè)備處置成本 。 Customer switching costs。 原材料來源渠道 Access to raw materials。 專利技術(shù)、產(chǎn)品和專利 Proprietary technology, products and patents。 許可和規(guī)定 Licensing and regulation。 The threat of new entrants. IFCCPDF Business Performance Improvement Program Porter Industry Rivalry and Competition 了解你的行業(yè) … Understanding Your Industry… 行業(yè)競爭的激烈程度 Level of industry rivalry between petitors 原材料和 資源供應(yīng)商 Suppliers of raw materials and resources 產(chǎn)品或服務(wù)的替代品 Substitute products or services 潛在的進入者 Potential new entrants 客戶 Customers 供應(yīng)商討價還價的能力 Bargaining power of suppliers 客戶討價還價的能力 Bargaining power of customers 新的競爭對手帶來的威脅 Threat of entry of new petitors 產(chǎn)品或服務(wù)替代品帶來的威脅 The threat of substitute products or services Porters 的五因素 … Porters 5 Forces… IFCCPDF Business Performance Improvement Program Porter Industry Rivalry and Competition 新的潛在進入者 ... Potential New Entrants... ? 新進入者的威脅大小，很大程度上取決于行業(yè)進入障礙的大小 The extent of the threat of new entrants to the market is generally considered to be dependent upon the level of the “barriers to ent
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