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1、了解你的行业 Understanding Your Industry,企业名称 Business Name,IFC-CPDF,概况Overview,了解你的行业 Understanding Your Industry 新的潜在进入者 Potential New Entrants 原材料和资源供应商 Suppliers of Raw Materials & Resources 产品或服务的替代品 Substitute Products or Services 行业竞争 Industry Rivalry 客户 Customers 分析你的行业 Analysing Your Industry,IFC
2、-CPDF,了解你的行业 Understanding Your Industry,了解你的行业性质是非常重要的 It is critical to understand the nature of the industry in which you operate 行业分析是确定企业未来战略的第一步中的一部份 Industry analysis is one of the first steps in defining your future strategy 包括了解企业的经营环境和制约企业发展的要素 It involves understanding the environment in
3、which your business operates and the forces that affect your performance,IFC-CPDF,了解你的行业 Understanding Your Industry,Michael E. Porter 认为以下5点是影响行业性质的要素： According to Michael E. Porter there are 5 forces that affect the nature of your industry: 产品或服务的替代品 Substitute products or services; 行业竞争; Industr
4、y rivalry; 供应商讨价还价的能力; Bargaining power of suppliers; 客户;以及 Customers; and 新进入者的威胁。 The threat of new entrants.,IFC-CPDF,了解你的行业 Understanding Your Industry,行业竞争的激烈程度 Level of industry rivalry between competitors,原材料和 资源供应商 Suppliers of raw materials and resources,产品或服务的替代品 Substitute products or ser
5、vices,潜在的进入者 Potential new entrants,客户 Customers,供应商讨价还价的能力 Bargaining power of suppliers,客户讨价还价的能力 Bargaining power of customers,新的竞争对手带来的威胁Threat of entry of new competitors,产品或服务替代品带来的威胁 The threat of substitute products or services,Porters 的五因素 Porters 5 Forces,IFC-CPDF,新的潜在进入者. Potential New En
6、trants.,新进入者的威胁大小，很大程度上取决于行业进入障碍的大小 The extent of the threat of new entrants to the market is generally considered to be dependent upon the level of the “barriers to entry” into the industry 行业退出壁垒也会产生影响 Exit barriers can also have an impact 你应确定哪些是行业进入的障碍大还是小？ You need to ascertain what the barrier
7、s to entry are are they high or low?,IFC-CPDF,新的潜在进入者 Potential New Entrants.,行业进入的障碍包括 Barriers to entry could include: 启动资金; Start-up capital; 许可和规定 Licensing and regulation; 规模经济和知识积累 Economies of scale and cumulative learning; 专利技术、产品和专利 Proprietary technology, products and patents;,IFC-CPDF,新的潜
8、在进入者 Potential New Entrants.,行业进入的障碍包括 Barriers to entry could include: 分销网络 Distribution networks; 原材料来源渠道 Access to raw materials; 客户转换成本; Customer switching costs; and 行业竞争 Industry rivalry 。,IFC-CPDF,新的潜在进入者 Potential New Entrants.,如果行业进入的障碍小，竞争可能会很激烈 When barriers to entry are low, competition
9、is likely to be intense 尤其当潜在进入者意识到该行业极具吸引力并且盈利率很高的时候 Particularly if potential entrants perceive the industry to be attractive and profitability to be high,IFC-CPDF,新的潜在进入者 Potential New Entrants.,市场退出的障碍包括: Barriers to exit could include: 资本设备处置成本; Disposal costs of capital equipment； 行业转变成本; Indu
10、stry switching costs; and 进入其他行业的潜力。 Potential to enter other industries.,IFC-CPDF,新的潜在进入者 Potential New Entrants.,如果市场退出的障碍大，竞争对手就不太愿意撤离原行业 When barriers to exit are “high,” competitors are less likely to leave the industry 这样行业里会产生过剩的生产能力，竞争加剧会带来价格战 Therefore excess capacity will remain in the ind
11、ustry and price wars become more likely as businesses compete for market share,IFC-CPDF,原材料和资源供应商 Suppliers of Raw Materials& Resources,考察你的原材料供应商对你的影响力大小是十分重要的 It is important to examine the amount of power that suppliers of raw materials and resources have in their relationship with you 许多因素影响这种能力
12、 This power will be the result of a number of factors,IFC-CPDF,原材料和资源供应商 Suppliers of Raw Materials& Resources,考虑以下几点 Consider the following 行业中供应商的数量 The number of suppliers in the industry 少还是多? Are there few or many? 你能选择和其他供应商合作吗? Could you choose to deal with other suppliers?,IFC-CPDF,原材料和资源供应商
13、 Suppliers of Raw Materials& Resources,考虑以下几点 Consider the following 你对你的供应商的重要性 The importance of your custom to their business 你在你的供应商的销售份额中占的比重大吗? Does your business account for a large proportion of their sales? 你不与供应商合作带给它的影响? What would happen to them if you were no longer a customer?,IFC-CPDF
14、,你的转换成本 Your switching costs 转换供应商会产生的成本 Would it cost you anything to switch suppliers? 你有什么特殊的设备，造成你只能使用这家供应商吗? Have you invested in any special equipment that you can only use with this supplier? 供应商进一步生产的潜在能力 The potential for them to forward-integrate 供应商是否很容易向前整合，从而变成你的竞争对手吗? Could the supplie
15、r easily forward-integrate their processes and in fact become your competitor?,原材料和资源供应商 Suppliers of Raw Materials& Resources,IFC-CPDF,你自己成为供应商的潜在能力 The potential for you to backward-integrate 你能扩大营业范围而成为自己的供应商吗，就是说，你有能力生产从供应商处购买的产品吗? Could you expand your business so that you become your own suppl
16、ier i.e. could you effectively produce what you are buying,原材料和资源供应商 Suppliers of Raw Materials& Resources,IFC-CPDF,产品或服务的替代品 Substitute Products or Services,各种形式的替代品(服务) Substitute products (or services) can take many forms 可能是明显的，也可能是不明显的，两种情况都需考虑 They can be obvious or subtle both categories need to be considered 去欧洲旅游的明显替代品是去澳大利亚；而不太明显的替代品是买辆新车 An obvious substitute for a trip to Europe may be a trip to Australia. A less obvious substitute
