企业内部实力研究

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,September 2002,*,战,略,略,管,管,理,理,框,框,架,架,远,景,景,和,和,使,使,命,命,陈,陈,述,述,环,境,境,研,研,究,究,核,心,心,能,能,力,力,战,略,略,选,选,择,择,战,术,术,选,选,择,择,资,源,源,配,配,置,置,计,计,划,划,业,绩,绩,度,度,量,量,与,与,评,评,价,价,反,馈,馈,：,：,不,不,断,断,学,学,习,习,，,，,灵,灵,活,活,调,调,整,整,1,2,3,4,5,September2002,1,天,一般,环,环境,行业,环,环境,竞争,对,对手,企业,自,自身,知天,知,知地,知利,危,危,知彼,知,知己,识长,短,短,扬长,避,避短,趋利,避,避害,满足,顾,顾客,目标,市,市场,地,彼,己,顾客,外部,环,环境,和,和内,部,部实,力,力研,究,究,深谙,顾,顾客,September2002,2,第六,讲,讲,企,企,业,业内,部,部实,力,力研,究,究,1、,竞,竞争,对,对手,研,研究,2、,自,自己,研,研究,September2002,3,1.,竞,竞争,对,对手,研,研究,(1)如,何,何识,别,别竞,争,争对,手,手,其他,企,企业,如,如何,定,定义,其,其市,场,场范,围,围的,？,？,其他,企,企业,所,所提,供,供的,产,产品,或,或服,务,务与,本,本企,业,业所,提,提供,的,的价,值,值相,似,似性,如,如何,？,？,其他,企,企业,在,在本,产,产业,是,是如,何,何行,动,动的,？,？,Howdootherfirmsdefinethescopeoftheirmarket?,Howsimilararethebenefitsthecustomersderivefromtheproductsandservicesthatotherfirmsoffer?,Howcommittedareotherfirmstotheindustry?,September2002,4,(2)识,别,别潜,在,在的,竞,竞争,对,对手,虽不本,产,产业但,可,可特别,便,便宜地,克,克服进,入,入壁垒,者,者；,在本产,业,业经营,具,具有明,显,显的协,同,同效应,者,者；,进入本,产,产业竞,争,争是其,公,公司战,略,略的自,然,然延伸,者,者；,前向一,体,体化的,供,供方或,后,后向一,体,体化的,买,买方。,Firmsnotinthe industry butwhocouldovercomeentrybarriersparticularly cheaply;,firmsforwhomthereisobvious synergyfrombeingintheindustry;,firmsforwhomcompetinginthe industry is an obviousextension of thecorporatestrategy;,customersorsuppliers whomayintegrate backward or forward.,September2002,5,(3),识别对,手,手的常,见,见错误,过分重,视,视现有,的,的和已,知,知的对,手,手而给,潜,潜在的,入,入侵者,不,不充分,的,的注意,；,；,过分重,视,视大对,手,手而忽,视,视小者,；,；,忽视国,际,际竞争,者,者；,假设其,他,他公司,继,继续采,取,取与过,去,去一样,的,的行动,；,；,Overemphasizingcurrentandknowncompetitorswhilegiving inadequateattention to potentialentrants.,Overemphasizinglarge competitors whileignoring smallones.,Overlooking potential internationalcompetitors.,Assuming that companies will continue tobehave the same asin the past.,September2002,6,误读可能反,映,映对手战略,转,转变的信号,；,；,过分重视对,手,手的财务资,源,源、市场地,位,位等；,假设产业内,企,企业面临同,样,样的威胁和,机,机会；,相信战略的,目,目的是漂亮,地,地竞争而非,满,满足顾客需,要,要。,Misreading signals thatmayindicatea shiftofthefocus ofthecompetitor.,Overemphasizingcompetitorsfinancial resources,marketposition,etc.,Assumingthat all firmsin the industryaresubjected tothesame constraints orareopen for the same opportunities.,Believing that the purpose of strategy is tooutsmart the competition,thanto satisfy customerneeds.,September 2002,7,(4)竞,争,争对手分,析,析框架,September 2002,8,组合分析,和,和竞争对,手,手目标,对手的母,公,公司用何,标,标准划分,其,其经营单,位,位？每个,经,经营单位,是,是如何被,划,划分的？,什么经营,被,被看作是,金,金牛单位,？,？,哪些经营,单,单位被看,作,作是收获,或,或剥离单,位,位？,哪些单位,作,作为公司,抵,抵销震荡,的,的稳定源,？,？,Whatcriteria are used to classify businesses atthecompetitors parentifa classificationschemeis in use?How is each businessclassified?,WhatBusinessesarebeing counted ontobe cashcows?,Which Businessesarecandidatesforharvestor divestment giventheir position in the portfolio?,WhatBusinessesarethehabitualsourcesofstability tooffsetfluctuationselsewhere in the portfolio?,September 2002,9,哪些单位,代,代表保护,主,主要业务,的,的防火墙,？,？,哪些业务,被,被看作是,明,明星单位,？,？,哪些业务,在,在公司业,务,务组合中,具,具有杠杆,作,作用？,Which Businessesrepresent defensivemoves to protect othermajor businesses?,Which Businessesarethemost promisingareas the parentcompanyhasinwhich toinvestresources and buildmarket position?,Which Businesseshave alotof“leverage,”,”intheportfolio?These businessesareones whereperformancechangeswillhave asignificantimpact on the performance oftheparentoverallin termsofstability,earnings,cash flow,sales growth,orcosts.Suchbusinesseswillbeprotected vigorously.,September2002,10,假,设,设,“,假,假,设,设,”,”,研,研,究,究,主,主,要,要,考,考,察,察,竞,竞,争,争,对,对,手,手,在,在,本,本,行,行,业,业,中,中,经,经,营,营,的,的,历,历,史,史,、,、,在,在,其,其,他,他,行,行,业,业,中,中,经,经,营,营,的,的,历,历,史,史,、,、,对,对,本,本,行,行,业,业,经,经,营,营,传,传,统,统,的,的,认,认,识,识,、,、,管,管,理,理,层,层,结,结,构,构,和,和,个,个,人,人,历,历,史,史,背,背,景,景,，,，,以,以,及,及,企,企,业,业,的,的,顾,顾,问,问,单,单,位,位,或,或,个,个,人,人,的,的,背,背,景,景,。,。,比,如,如,，,，,典,典,型,型,的,的,例,例,子,子,是,是PhlipMorris,公,公,司,司1970,年,年(,一,一,家,家,烟,烟,草,草,公,公,司,司,，,，,其,其,著,著,名,名,品,品,牌,牌,“,“,万,万,宝,宝,路,路,”,”),收,收,购,购Miller,公,公,司,司(,一,一,家,家,啤,啤,酒,酒,公,公,司,司),，,，,从,从,烟,烟,草,草,行,行,业,业,进,进,入,入,了,了,啤,啤,酒,酒,行,行,业,业,，,，,把,把,在,在,烟,烟,草,草,行,行,业,业,中,中,的,的,经,经,营,营,经,经,验,验,市,市,场,场,细,细,分,分,策,策,略,略,带,带,入,入,啤,啤,酒,酒,行,行,业,业,，,，,从,从,而,而,打,打,破,破,了,了,啤,啤,酒,酒,行,行,业,业,的,的,传,传,统,统,经,经,营,营,思,思,维,维,：,：,啤,啤,酒,酒,市,市,场,场,是,是,同,同,质,质,市,市,场,场,，,，,只,只,要,要,推,推,出,出,一,一,种,种,产,产,品,品,及,及,一,一,种,种,包,包,装,装,，,，,消,消,费,费,者,者,就,就,得,得,到,到,了,了,满,满,足,足,。,。,它,它,推,推,出,出,了,了,一,一,种,种7,盎,盎,司,司,一,一,瓶,瓶,的,的,“,“,小,小,马,马,力,力,”,”,啤,啤,酒,酒,，,，,并,并,又,又,推,推,出,出,名,名,叫,叫,“,“Lite,”,”,的,的,低,低,热,热,量,量,啤,啤,酒,酒,和,和,“,“Lowenbrau,”,”,的,的,高,高,档,档,啤,啤,酒,酒,，,，,获,获,得,得,了,了,巨,巨,大,大,成,成,功,功,。,。,September2002,11,现有战,略,略与能,力,力,参见价,值,值链分,析,析和核,心,心能力,分,分析,September2002,12,2、自,己,己分析,September2002,13,(1),价,价值链,分,分析,根据价,值,值链分,析,析法，,每,每个企,业,业都是,用,用来进,行,行设计,、,、生产,、,、营销,、,、交货,以,以及对,产,产品起,辅,辅助作,用,用的各,种,种价值,活,活动的,集,集合。,企,企业的,各,各种价,值,值活动,分,分为两,类,类，基,本,本活动(primaryactivities)和,辅,辅助活,动,动(supportactivities),。,。,September2002,14,按价值,活,活动的,工,工艺顺,序,序，基,本,本活动,由,由五个,部,部分构,成,成:,内部,后,后勤(inbound logistics),，,，与接,收,收、存,储,储和分,配,配相关,联,联的各,种,种活动,；,；,生产,作,作业(operations)，,与,与将投,入,入转化,为,为最终,产,产品形,式,式相关,的,的各种,活,活动；,外,部,部后,勤,勤(outboundl