SWOT 分析及其缺陷.docVIP

SWOT 分析法及其缺陷 　　 　　摘要:SWOT分析法是一个非常行之有效的战略分析工具,常被用于帮助一个公司分析其面临的内外部环境中的优势、劣势、机会和威胁,然而在分析过程中包含了很多的主观性,不可避免地产生了一些缺陷。 下载论文网 /3/ 　　关键词:SWOT分析法 战略分析 战略工具 　　 　　▲▲Introduction 　　 　　A SWOT analysis is a very effective strategic planning tool used to identify and evaluate strengths, weaknesses, opportunities and threats that a company is facing. SWOT analysis is usually performed early in the strategy development process. It helps companies evaluate the internal situation and the environmental factors that it operates to. Due to limited resources that most companies have, SWOT analysis can help a company to focus on its strengths with opportunities to develop its competitive advantages so as to offer superior value to its target market than its competitors. SWOT analysis also helps companies to take advantage of their strengths and opportunities and develop strategy to minimize or avoid its weaknesses and threats. In this essay, the four main issues to be covered in discussing the role and purpose of SWOT analysis as a part of the process of developing a marketing strategy and the reasons to mistakenly view it on a superficial level . The first issue is an explanation of what is a SWOT analysis. A SWOT analysis includes resource-based internal analysis and external environment analysis. Following this, the importance of a SWOT analysis in a marketing strategy and strategy plan is addressed. Then, to investigate SWOT analysis framework and discuss how to use it is presented. Finally, some mistakes those are easily seen when using SWOT analysis are specified. 　　 　　▲▲What is SWOT analysis? 　　 　　“SWOT” is an acronym which represents “strengths”, “weaknesses”, “opportunities” and “threats”. SWOT analysis is a basic, straightforward model that provides direction and serves as a basis step for the development of marketing strategy. A SWOT analysis consists of two basic analysis ――internal analysis (strengths and weaknesses) and external analysis (opportunities and threats). Actu