竞争分析第三讲：分析工具.pptVIP

竞争分析 第三讲：外部竞争分析工具 Question 1: What Impact Will the Drivers of Change Have on Industry Conditions?问题1：变革会对行业环境产生何种影响？ Industries change because forces are driving industry participants to alter their actions 行业发生变化是由于各方力量驱使行业参与者改变他们的行为 Driving forces are the major underlying causes of changing industry and competitive conditions 驱动力是行业和竞争环境 变化的根本原因 Analyzing Driving Forces驱动力分析 1. Identify those forces likely to exert greatest influence over next 1 - 3 years 确定那些在将来1-3年内可能施加最大影响的力量 Usually no more than 3 - 4 factorsqualify as real drivers of change 通常具备真正的变革驱动力的条件 的不超过3-4个 Analyzing Driving Forces驱动力分析 2. Assess impact 评估影响 Are forces causing demand for product to increase or decrease? 这些力量正使产品需求增加或减少吗？ Are forces acting to make competition more or less intense? 这些力量正使竞争恶化或削弱吗？ Will forces lead to higher or lower industry profitability? 这些力量会导致更高或更低的行业收益率吗？ Common Types of Driving Forces驱动力的常见类型 Internet and e-commerce opportunities 因特网和电子商务机会 Increasing globalization of industry 行业在全球化范围内增强 Changes in long-term industry growth rate 在长期内行业增长率变化 Changes in who buys the product and how they use it 购买产品的人和他们使用产品方式的变化 Product innovation 产品革新 Common Types of Driving Forces驱动力的常见类型 Technological change/process innovation 技术变革/流程革新 Marketing innovation 营销革新 Entry or exit of major firms 主要公司进入或撤出 Diffusion of technical knowledge 技术知识的传播 Changes in cost and efficiency 成本和效率变化 Common Types of Driving Forces驱动力的常见类型 Market shift from standardized to differentiated products (or vice versa) 市场从标准产品转变为差别化产品（或相反） Changes in degree of uncertainty and risk 不确定性和风险程度变化 Regulatory policies / government legislation 规章政策/政府立法 Changing societal concerns, attitudes, and lifestyles 社会关系、态度和生活方式的变化 Question 2: What Are the Market Positions of Industry Rivals?问题2：同行对手处于何种市场地位？ One technique for revealing the different competitive positions of