BBZX管理咨询工具方法讲义.ppt

了解你的行业Understanding Your Industry [企业名称] [Business Name] 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 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 which your business operates and the forces that affect your performance 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; Industry 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. 了解你的行业…Understanding Your Industry… 新的潜在进入者...Potential New Entrants... 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 barriers to entry are – are they high or low? 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; 新的潜在进入者…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 。 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 is likely to be intense 尤其当潜