旅游企业战略管——2013年讲授稿1.pptVIP

旅游企业战略管理STRATEGIC MANEGMENT FOR TRAVEL AND TOURISM 北京联大旅游学院 旅游管理系 赵晓燕2013,12 战略分析(Situation Analysis) 战略分析的总框架（SWOT分析） SWOT分析 1、内部分析（优势与劣势的分析——SW分析） 2、外部分析（机会与威胁的分析——OT分析） OT The analysis of opportunities and threats examines the external environment to the firm. Opportunities refer to favorable conditions in the environment that could produce rewards for the organization if acted on properly. Threats refer to conditions or barriers that may prevent the firm from reaching its objectives. The firm can discover the opportunities that exist in the market by SWOT analysis, and seize the