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1、,SWOT分析模型 职业技能精进,UTM HR WilsonLiu,课程目标,SWOT分析法（也称TOWS分析法、道斯矩阵）即态势分析法，20世纪80年代初由美国旧金山大学的管理学教授韦里克提出，经常被用于企业战略制定、竞争对手分析等场合。 SWOT analysis (also known as TOWS analysis, Dawes matrix) that trend analysis, the early 20th century by the United States 80 University of San Francisco professor of management W
2、eihrich proposed, is often used for corporate strategy development, competitor analysis and so on . 让所有学员能清晰的了解SWOT的分析法，并运用在实际中,精进自身的管理技巧. So that all students can clearly understand the SWOT analysis method, and use in practice, sophisticated self-management skills.,课程大纲,SWOT分析模型简介 (Introduction to
3、 SWOT analysis model) SWOT模型含义介绍 (SWOT model describes the meaning) SWOT分析模型方法 (Method of SWOT analysis model) SWOT分析步骤 (SWOT Analysis Steps) 应用SWOT分析法的简单规则 (SWOT analysis of the simple application of the rules) SWOT模型的局限性 (Limitations of SWOT model) SWOT案例 (SWOT example),SWOT分析模型简介 (Introduction to
4、 SWOT analysis model),在现在的战略规划报告里，来自于麦肯锡咨询公司的SWOT分析，包括分析企业的有所（Strength）、劣势（Weakness）、机会（Opportunity）和威胁（Threats）。因此，SWOT分析实际上是将对企业内外部条件各方面内容进行综合和概括，进而分析组织的优劣势、面临的机会和威胁的一种方法。 Strategic planning in the present report, from the McKinsey consulting firms SWOT analysis, including analysis of companies ha
5、ve (Strength), weakness (Weakness), opportunity (Opportunity) and threats (Threats). Therefore, SWOT analysis is actually the internal and external conditions will all aspects of comprehensive and general, and then analyzes advantages and disadvantages of the organization, opportunities and threats
6、facing one way.,SWOT分析模型简介 (Introduction to SWOT analysis model),通过SWOT分析，可以帮助企业把资源和行动聚集在自己的强项和有最多机会的地方。 Through SWOT analysis can help companies gather their resources and actions in their own strengths and has the most opportunities.,SWOT模型含义介绍 (SWOT model describes the meaning),优劣势分析主要是着眼于企业自身的实力
7、及其与竞争对手的比较，而机会和威胁分析将注意力放在外部环境的变化及对企业的可能影响上 。在分析时，应把所有的内部因素（即优劣势）集中在一起，然后用外部的力量来对这些因素进行评估。 SWOT analysis is mainly focused on their own strength and its comparison with competitors, and opportunities and threats analysis will focus on the external environment changes and the possible impact on the en
8、terprise. In the analysis, should put all the internal factors (ie, strengths and weaknesses) together, and then use external power to assess these factors.,SWOT模型含义介绍 (SWOT model describes the meaning),SWOT模型含义介绍 (SWOT model describes the meaning),SWOT分析模型的方法 (Method of SWOT analysis model),1、 机会与威
9、胁分析（OT） 环境发展趋势分为两大类：一类表示环境威胁(T)，另一类表示环境机会(O)。环境威胁指的是环境中一种不利的发展趋势所形成的挑战，如果不采取果断的战略行为，这种不利趋势将导致公司的竞争地位受到削弱。环境机会就是对公司行为富有吸引力的领域，在这一领域中，该公司将拥有竞争优势。 Environmental trends are divided into two categories: one that environmental threats (T), and those that environmental opportunities (O). Environmental thre
10、at that is a negative environmental trends in the formation of the challenges, if you do not take decisive strategic behavior, this negative trend will cause the Companys competitive position has been weakened. Environmental opportunities is attractive for areas of corporate behavior, in this area,
11、the company will have a competitive advantage.,SWOT分析模型的方法 (Method of SWOT analysis model),2、 优势与劣势分析（SW） 识别环境中有吸引力的机会是一回事，拥有在机会中成功所必需的竞争能力是另一回事。每个企业都要定期检查自己的优势与劣势，这可通过“企业经营管理检核表”的方式进行。企业或企业外的咨询机构都可利用这一格式检查企业的营销、财务、制造和组织能力。每一要素都要按照特强、稍强、中等、稍弱或特弱划分等级。 Identify attractive opportunities in the environm
12、ent is one thing, with the opportunities necessary for success in the competitive ability is another matter. Each enterprise must regularly check their own strengths and weaknesses, which can be “business management checklist “ manner. Enterprise or outside the advisory body to check the format can
13、be used by corporate marketing, finance, manufacturing, and organizational skills. Each element must be in accordance with the particularly strong, slightly stronger, medium, slightly weak or very weak division level.,SWOT分析模型的方法 (Method of SWOT analysis model),竞争优势可以指消费者眼中一个企业或它的产品有别于其竞争对手的任何优越的东西，
14、它可以是产品线的宽度、产品的大小、质量、可靠性、适用性、风格和形象以及服务的及时、态度的热情等。虽然竞争优势实际上指的是一个企业比其竞争对手有较强的综合优势，但是明确企业究竟在哪一个方面具有优势更有意义，因为只有这样，才可以扬长避短，或者以实击虚。 Competitive advantage can mean the eyes of consumers of a company or its products different from any of its competitors excellent thing, it can be the width of product lines,
15、product size, quality, reliability, suitability, style and image, and service Timely, enthusiastic attitude and so on. While competitive advantage is the fact that a business than its competitors, strong integrated strength, but where is a clear business advantage has more sense, because the only wa
16、y to avoid weaknesses, or to rely on the enemy.,SWOT分析模型的方法 (Method of SWOT analysis model),由于企业是一个整体，而且竞争性优势来源十分广泛，所以，在做优劣势分析时必须从整个价值链的每个环节上，将企业与竞争对手做详细的对比。如产品是否新颖，制造工艺是否复杂，销售渠道是否畅通，以及价格是否具有竞争性等。如果一个企业在某一方面或几个方面的优势正是该行业企业应具备的关键成功要素，那么，该企业的综合竞争优势也许就强一些。需要指出的是，衡量一个企业及其产品是否具有竞争优势，只能站在现有潜在用户角度上，而不是站在企业的角度上。 Because business is a whole, and a wide range of sources of competitive advantage, so the advantages and disadvantages of doing must be the entire value chain from each link, the company m
