由外而内由内而外由环境分析重要策略的形成由本身条件开始分析.PPT

台灣電腦掃瞄器代表性廠商損益簡表 　 　 　 　 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 營業收入毛額 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 銷貨退回及折讓 0.0% 2.0% 0.0% 1.0% 5.0% 1.0% 2.0% 1.0% 1.0% 1.0% 2.0% 2.0% 1.0% 4.0% 14.0% 全 銷貨收入淨額 100.0% 98.0% 100.0% 99.0% 95.0% 99.0% 98.0% 99.0% 99.0% 99.0% 98.0% 98.0% 99.0% 96.0% 86.0% 友 營業成本 28.0% 30.0% 34.0% 32.0% 39.0% 42.0% 46.0% 58.0% 61.0% 66.0% 75.0% 72.0% 73.0% 74.0% 69.0% 營業毛利 71.0% 69.0% 65.0% 67.0% 56.0% 57.0% 51.0% 41.0% 39.0% 32.0% 23.0% 27.0% 27.0% 22.0% 17.0% 營業淨利 25.0% 28.0% 32.0% 31.0% 10.0% 26.0% 14.0% 5.0% 15.0% 6.0% 10.0% 17.0% 15.0% -13.0% -26.0% 　 　 　 　 營業收入毛額 　 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 銷貨退回及折讓 　 0.0% 0.0% 0.0% 2.0% 2.0% 2.0% 2.0% 2.0% 3.0% 3.0% 力 銷貨收入淨額 　 100.0% 100.0% 100.0% 98.0% 98.0% 98.0% 98.0% 98.0% 97.0% 97.0% 捷 營業成本 　 58.0% 55.0% 54.0% 55.0% 65.0% 74.0% 72.0% 83.0% 89.0% 86.0% 營業毛利 　 42.0% 45.0% 45.0% 44.0% 34.0% 24.0% 26.0% 15.0% 7.0% 11.0% 營業淨利 　 -17.0% 4.0% 23.0% 21.0% 14.0% 9.0% 10.0% 5.0% -10.0% -12.0% 　 　 　 　 營業收入毛額 　 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 銷貨退回及折讓 　 3.0% 0.0% 1.0% 0.0% 1.0% 2.0% 3.0% 7.0% 4.0% 鴻 銷貨收入淨額 　 97.0% 100.0% 99.0% 100.0% 99.0% 98.0% 97.0% 93.0% 96.0% 友 營業成本 　 64.0% 74.0% 65.0% 73.0% 74.0% 75.0% 80.0% 88.0% 99.0% 營業毛利 　 33.0% 26.0% 34.0% 27.0% 25.0% 23.0% 17.0% 4.0% -2.0% 營業淨利 　 -4.0% -13.0% 20.0% 14.0% 13.0% 11.0% 7.0% -11.0% -19.0% 　 　 　 　 營業收入毛額 　 　 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 銷貨退回及折讓 　 　 0.0% 0.0% 1.0% 2.0% 1.0% 1.0% 1.0% 虹 銷貨收入淨額 　 　 100.0% 100.0% 99.0% 98.0% 99.0% 99.0% 99.0% 光 營業成本 　 　 63.0% 61.0% 66.0% 72.0% 75.0% 83.0% 85.0% 營業毛利 　 　 37.0% 39.0% 33.0% 26.0% 24.0% 17.0% 14.0% 營業淨利 　 　 18.0% % 26.0% 5.0% 14.0% 7.0% 8.0% 　 　 　 　 ‘80 1987 1988 1993 Embryonic Growth Shake Out 研究結論(1) 萌芽期(1984～1992) 產品規格、消費者需求、使用習性都不確定 關鍵成功因素：產品研究與發展 成長期(1993～1997) 主流設計浮現，進入障礙驟減 關鍵成功因素：行銷通路、品牌 盤整期(1997～1999) 整體產業虧損、產業快速洗牌 關鍵成功因素：庫存管理 成熟期(2000～) 生產外移，價格