SWOT分析法 - 译言翻译

19 Nov 08

zhou jun

营销

18 Sep 08

becky he

策划

SWOT分析法

10 Jun 08

li wei

2008-06-11 01:32:50

04 May 08

June

管理概念

28 Jan 08

Ares Liu

swot

29 Nov 07

zhang li

09 Oct 07

Jerry Wong

SWOT分析法是一种用于检测公司运营与公司环境的工具。这是编制计划的首要步骤，它能够帮助市场营销人员将精力集中在关键问题上。SWOT的每个字母分别表示优势、劣势、机会与威胁。优势和

swot marketing management

06 Sep 07

Spider s

SWOT 分析

28 Jun 07

he yin

swot

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rel="nofollow" href="http://www.yeeyan.com/space/show/1608" target="_blank"><br/><img class="avatar" src="http://www.yeeyan.com/icon/1608.jpg?3"></a><br/>  | <br/>发表时间：03/22/2007 </p><br/> <div class="itembody"><br/><br/><br/><br/><br/><br/><br/><h1>SWOT 分析法</h1><br/><h3>优势（Strengths）、劣势（Weaknesses）、机会（Qpportunities）、威胁（Threats）</h3><br/><p><br/><b>SWOT</b>分析法是一种用于检测公司运营与公司环境的工具。这是编制计划的首要步骤，它能够帮助市场营销人员将精力集中在关键问题上。SWOT的每个字母分别表示优势、劣势、机会与威胁。优势和劣势是内在要素，机会与威胁则是外在要素。</p><br/><p>在页面的底部你可以免费查看关于SWOT的案例。</p><br/><br><br/><p><img src="http://marketingteacher.com/IMAGES/swot_new_1.gif"></p><br/><b>在SWOT分析法中，优势和劣势指的是内部要素，具体如下：</b><br><br/><br><br/>优势：<br><br/><ul><br/><li>市场营销的资深阅历。</li><br/><li>一种创新的产品或服务。</li><br/><li>营业场所。<br></li><br/><li>质量工序与品质程序。<br></li><br/><li>其他能对产品与服务产生增值效应的方面。</li><br/></ul><br/>劣势：<br><br/><ul><br/><li>缺乏市场营销经验。<br></li><br/><li>产品或服务同质化。</li><br/><li>营业场所。<br></li><br/><li>劣质产品或服务。<br></li><br/><li>不良的声誉</li><br/></ul><br/><b>在SWOT分析法中，机会和威胁指的是外部要素，具体如下：<br></b><br><br/>机会：<br><br/><ul><br/><li>日益新兴的市场，如互联网。</li><br/><li>兼并、合资、战略联盟。</li><br/><li>进入细分市场获取更多盈利。<br></li><br/><li>新兴的国际市场。<br></li><br/><li>竞争对手退出的市场。</li><br/></ul><br/>威胁：<br><br/><ul><br/><li>竞争对手进入本地市场。<br></li><br/><li>价格战。</li><br/><li>竞争对手研发出创性的产品或服务。<br></li><br/><li>竞争对手拥有更好的分销渠道。<br></li><br/><li>政府对你的产品或服务开始征税。</li><br/></ul><br/>必须注意的是SWOT分析法具有很强的主观性,因此不要过多的依赖它。不同的人会得出不同的SWOT结论。TOWS分析法与SWOT分析法十分类似，它首先着眼于劣势从而将其转变为优势。你可以SWOT分析法作为参考，但不能作为唯一的方法。<br><br/><br/><br><br/><b>成功应用SWOT分析法的简单规则</b><br><br/><br><br/><ul><br/><li>进行SWOT分析的时候必须对公司的优势与劣势有客观的认识。<br></li><br/><li>进行SWOT分析的时候必须区分公司的现状与前景。</li><br/><li>进行SWOT分析的时候必须考虑全面。.</li><br/><li>进行SWOT分析的时候必须与竞争对手进行比较，比如优于或是劣于你的竞争对手。i</li><br/><li>保持SWOT分析法的简洁化，避免复杂化与过度分析。<br></li><br/><li>SWOT分析法因人而异。</li><br/></ul><br/>一旦使用SWOT分析法决定了关键问题，也就确定是市场营销的目标。SWOT分析法可与<a rel="nofollow" href="http://marketingteacher.com/Lessons/lesson_PEST.htm">PEST<br/>analysis</a>和<a rel="nofollow" href="http://marketingteacher.com/Lessons/lesson_fivefoces.htm">Porter's</a><br/><a rel="nofollow" href="http://marketingteacher.com/Lessons/lesson_fivefoces.htm" target="window2">Five-Forces<br/>analysis</a>等工具一起使用。市场营销课程的学生之所以热衷于SWOT分析法是因为它的易学性与易用性。运用SWOT分析法的时候，要将不用的要素列入相关的表格当中去，很容易操作。最下面是一些关于SWOT分析法的案例，你只要点击它们便可以免费查看。<br><br/><br/><br><br/><b>你需要一种更高级的SWOT分析法吗？</b><br><br/><br><br/>在运用SWOT分析法的过程中，你或学会碰到一些问题，这就是它的适应性。因为有太多的场合可以运用SWOT分析法，所以它必须具有适应性。然而这也会导致反常现象的产生。基础SWOT法分析法所产生的问题可以由更高级的<a rel="nofollow" href="http://www.yeeyan.com/anomal">POWER<br/>SWOT</a>分析法得到解决。<br><br/><br><br/><b>SWOT分析法案例分析</b><br><br/><br><br/>下面是SWOT分析法的案例简述：<br><br/><br><br/>案例1： <a rel="nofollow" href="http://marketingteacher.com/SWOT/walmart_swot.htm">沃尔玛（Wal-Mart）SWOT分析</a>：<br><br/><br/><br><br/>优势－沃尔玛是著名的零售业品牌，它以物美价廉、货物繁多和一占式购物而闻名。<br><br/><br><br/>劣势－虽然沃尔玛拥有领先的IT技术，但是由于它的店铺布满全球，这种跨度会导致某些方面的控制力不够强。<br><br/><br><br/>机会－采取收购、合并或者战略联盟的方式与其他国际零售商合作，专注于欧洲或者大中华区等特定市场。<br><br/><br><br/>威胁－所有竞争对手的赶超目标。<br><br/><br><br/>案例2：<a rel="nofollow" href="http://marketingteacher.com/SWOT/starbucks_swot.htm">星巴克SWOT分析</a>：<br><br/><br/><br><br/>优势－星巴克集团的盈利能力很强，2004年的收入超过6亿美元。<br><br/><br><br/>劣势－星巴克以产品的不断改良与创新而闻名。（译者注：可以理解为产品线的不稳定@@）<br><br/><br><br/>机会－新产品与服务的推出，例如在展会销售咖啡。<br><br/><br><br/>威胁－咖啡和奶制品成本的上升。<br><br/><br><br/>案例3：<a rel="nofollow" href="http://marketingteacher.com/SWOT/nike_swot.htm">耐克SWOT分析</a>：<br><br/><br/><br><br/>优势－耐克是一家极具竞争力的公司，公司创立者与CEO菲尔奈特（Phil<br/>Knight）最常提及的一句话便是“商场如战场”（Business is war without bullets）。<br><br/><br><br/>劣势－耐克拥有全系列的运动产品。（译者注：可以理解为没有重点产品）<br><br/><br><br/>机会－产品的不断研发。<br><br/><br><br/>威胁－受困于国际贸易。<br><br/><div class="reference"><br/><br/><div class="panel"><br/><h3>本文所属的话题小组包含更多精彩文章：</h3><br/><div id="ref_group"><br/><ul><br/><li><br/><img class="mini" src="http://www.yeeyan.com/group/88.jpg?1"><br/> <a rel="nofollow" href="http://www.yeeyan.com/groups/show/marketingteacher">MarketingTeacher </a></li><br/></ul><br/></div><br/></div><br/><br/><br/><div class="panel"><br/><h3>本文由译言网的<a rel="nofollow" href="http://www.yeeyan.com/space/show/1608" class="red">天使之论傻者</a>翻译。译者的其他文章有：</h3><br/><ul><br/> <li><a rel="nofollow" href="http://www.yeeyan.com/articles/view/1608/622"><br/>麦梦柯箴言集选</a><br/> </li><br/> <li><a rel="nofollow" href="http://www.yeeyan.com/articles/view/1608/621"><br/>呆伯特漫画连载 2007.03.25</a><br/> </li><br/> <li><a rel="nofollow" href="http://www.yeeyan.com/articles/view/1608/620"><br/>呆伯特漫画连载 2007.03.24</a><br/> </li><br/></ul><br/></div><br/><div class="panel"><br/><h3>本文原作者Marketing Teacher的其他文章有：</h3><br/><ul><br/> <li><a rel="nofollow" href="http://www.yeeyan.com/articles/view/1608/588"><br/>高级SWOT分析法</a><br/> 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name="beginComment">添加评论</a><br/></h3><br/><ul class="comments"><br/><script language="javascript" type="text/javascript"><br/>function deleteComment(commentId){<br/> var del = confirm("真的要删除这条评论么？");<br/> if(del){<br/> delURL="/articles/deleteComment/1608/585/"+commentId;<br/> window.location=delURL;<br/> }<br/>}<br/></script><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/joshyu"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/317.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/joshyu"><br/> 小狼诺夫 </a><br/> </p><br/> <p class="content"><br/> 学习到了，多谢。 </p><br/> <p class="date"><br/> 03/23/2007 | <a rel="nofollow" href="http://hi.baidu.com/%E7%8B%BC%E7%8E%8B" rel="nofollow" target="_blank">Blog</a><br/> </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/1812"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/1812.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/1812"><br/> kwyjibo </a><br/> </p><br/> <p class="content"><br/> 呵呵  ，先看的POWER  SWOT。不清楚什么是  SWOT，结果放google又搜到了这篇。 <br>有合集就好了。 </p><br/> <p class="date"><br/> 04/05/2007 | <a rel="nofollow" href="http://bozos.blog.sohu.com/" rel="nofollow" target="_blank">Blog</a><br/> </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/zac"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/721.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/zac"><br/> zac </a><br/> </p><br/> <p class="content"><br/> 写论文正要用到swot </p><br/> <p class="date"><br/> 05/03/2007 </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/2329"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/2329.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/2329"><br/> sdf </a><br/> </p><br/> <p class="content"><br/> af </p><br/> <p class="date"><br/> 05/06/2007 </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/2051"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/2051.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/2051"><br/> 心中有佛 </a><br/> </p><br/> <p class="content"><br/> 现在才开始了解swot </p><br/> <p class="date"><br/> 05/18/2007 | <a rel="nofollow" href="http://www.kseo.cn" rel="nofollow" target="_blank">Blog</a><br/> </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/thunder"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/4.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/thunder"><br/> 雷声大雨点大 </a><br/> </p><br/> <p class="content"><br/> 本文已经是译言阅读数最高的译文了。我赌本周内会突破2万读者。天使呢？咋好久不见了？ </p><br/> <p class="date"><br/> 05/24/2007 | <a rel="nofollow" href="http://blog.yeeyan.com" rel="nofollow" target="_blank">Blog</a><br/> </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/2659"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/2659.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/2659"><br/> 梦幻泡影 </a><br/> </p><br/> <p class="content"><br/> 我现在正要写关于浴业的可操作性可行性报告,用SWOT怎么写呀? </p><br/> <p class="date"><br/> 05/25/2007 </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/2703"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/2703.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/2703"><br/> qqaaxrh </a><br/> </p><br/> <p class="content"><br/> ok </p><br/> <p class="date"><br/> 05/27/2007 </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/2834"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/2834.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/2834"><br/> SASAMOK </a><br/> </p><br/> <p class="content"><br/> HAO    ! </p><br/> <p class="date"><br/> 06/05/2007 </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/2908"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/2908.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/2908"><br/> haimei </a><br/> </p><br/> <p class="content"><br/> 谢谢~~ </p><br/> <p class="date"><br/> 06/11/2007 </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/3053"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/3053.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/3053"><br/> aaabbb </a><br/> </p><br/> <p class="content"><br/> 我想找出版社的swot案例分析 </p><br/> <p class="date"><br/> 06/20/2007 </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" href="http://www.yeeyan.com/space/show/3058"><br/> <img class="comment_avatar" src="http://www.yeeyan.com/icon/3058.jpg"><br/></a><br/><br/><div class="comment"><br/> <p class="commenter"><br/> <a rel="nofollow" href="http://www.yeeyan.com/space/show/3058"><br/> NIKE </a><br/> </p><br/> <p class="content"><br/> 谢谢，学到了点~~~~ <br><br/> </p><br/> <p class="date"><br/> 06/20/2007 </p><br/></div><br/></li><br/><li><br/><a rel="nofollow" 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15 Jun 07