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强弱危机分析 .
SWOT分析表 强弱危机分析 (英语:SWOT Analysis ),又称优劣分析法 、SWOT分析法 或道斯矩阵 ,是一种企业竞争态势分析方法,是市场营销 的基础分析方法之一,通过评价自身的优势 (S trengths)、劣势 (W eaknesses)、外部竞争上的机会 (O pportunities)和威胁 (T hreats),用以在制定发展战略前对自身进行深入全面的分析以及竞争优势的定位。而此方法是Albert Humphrey所提[1] 。
SWOT分析在最理想的状态下,是由专属的团队来达成的,一个SWOT分析团队,最好由一个会计 相关人员,一位销售 人员,一位经理级主管,一位工程师 和一位专案管理师的组成。
可能的机会与威胁面
分别会有:
竞争者&合作者的行动
社会产业的经济情况
贷款利率或汇率
市场成长并趋向饱和
法律或章程的更改与变化
常见的错误
下列两个常见的错误,是新手在进行SWOT分析时,很容易误犯的。有时这样的错误会严重误导分析结果。
在整体目标尚未明确和获得共识前,就进行SWOT分析。 整体的企业或计划案目标都尚未被确认时,可能SWOT团队成员都各想各的,导致SWOT分析也七零八落,最后分析出的结果也无法落实,因为最主要的目标可能有三或五个,甚至不停的改变,如此将造成多头马车的状况。
会造成这种现象,并非是整体目标未被提出的状况;有时可能目标已经提出了,但每个人理解的状况仅在他们脑中,没有经过分享与确认,而造成误解。 SWOT分析仅是现况,客观的陈述。也许多数人在优势、劣势与威胁面都能做到客观的陈述,但在机会这一象限,许多人会将策略写进去,而非现象。
可以试着将机会想成:“理想情况”(Auspicious Conditions)的描述,这会有助于推出下一步的策略。
在SWOT分析之后
进而需用USED 技巧来产出解决方案,USED是下列四个方向的重点缩写,如用中文的四个关键字,会是“用、停、达、御”。USED分别是
如何善用 每个优势? How can we U se each S trength?
如何停 止每个劣势? How can we S top each W eakness?
如何达 成每个机会? How can we E xploit each O pportunity?
如何抵御 每个威胁? How can we D efend against each T hreat?
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