第06讲企业内部实力研究PPT课件讲义教材.ppt

NJU 贾良定 NJU 贾良定 NJU 贾良定 第六讲 企业内部实力研究 1、竞争对手研究 2、自己研究 1.竞争对手研究 (1)如何识别竞争对手 其他企业如何定义其市场范围的？ 其他企业所提供的产品或服务与本企业所提供的价值相似性如何？ 其他企业在本产业是如何行动的？ How do other firms define the scope of their market? How similar are the benefits the customers derive from the products and services that other firms offer? How committed are other firms to the industry? (2)识别潜在的竞争对手 虽不本产业但可特别便宜地克服进入壁垒者； 在本产业经营具有明显的协同效应者； 进入本产业竞争是其公司战略的自然延伸者； 前向一体化的供方或后向一体化的买方。 Firms not in the industry but who could overcome entry barriers particularly cheaply; firms for whom there is obvious synergy from being in the industry; firms for whom competing in the industry is an obvious extension of the corporate strategy; customers or suppliers who may integrate backward or forward . (3)识别对手的常见错误 过分重视现有的和已知的对手而给潜在的入侵者不充分的注意； 过分重视大对手而忽视小者； 忽视国际竞争者； 假设其他公司继续采取与过去一样的行动； Overemphasizing current and known competitors while giving inadequate attention to potential entrants. Overemphasizing large competitors while ignoring small ones. Overlooking potential international competitors. Assuming that companies will continue to behave the same as in the past. 误读可能反映对手战略转变的信号； 过分重视对手的财务资源、市场地位等； 假设产业内企业面临同样的威胁和机会； 相信战略的目的是漂亮地竞争而非满足顾客需要。 Misreading signals that may indicate a shift of the focus of the competitor. Overemphasizing competitors financial resources, market position, etc.. Assuming that all firms in the industry are subjected to the same constraints or are open for the same opportunities. Believing that the purpose of strategy is to outsmart the competition, than to satisfy customer needs. (4)竞争对手分析框架 组合分析和竞争对手目标 对手的母公司用何标准划分其经营单位？每个经营单位是如何被划分的？ 什么经营被看作是金牛单位？ 哪些经营单位被看作是收获或剥离单位？ 哪些单位作为公司抵销震荡的稳定源？ What criteria are used to classify businesses at the competitor’s parent if a classification scheme is in use? How is each business classified? What Businesses are being counted on to be cash cows? Which Businesses are candidates for harvest or divestment given their position in the portfolio