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了解你的行業(yè)

UnderstandingYourIndustry[企業(yè)名稱][BusinessName]概況…Overview…了解你的行業(yè)UnderstandingYourIndustry新的潛在進入者

PotentialNewEntrants原材料和資源供應商

SuppliersofRawMaterials&Resources產(chǎn)品或服務的替代品

SubstituteProductsorServices行業(yè)競爭

IndustryRivalry客戶

Customers分析你的行業(yè)

AnalysingYourIndustryIFC-CPDF了解你的行業(yè)…

UnderstandingYourIndustry…了解你的行業(yè)性質是非常重要的

Itiscriticaltounderstandthenatureoftheindustryinwhichyouoperate行業(yè)分析是確定企業(yè)未來戰(zhàn)略的第一步中的一部份

Industryanalysisisoneofthefirststepsindefiningyourfuturestrategy包括了解企業(yè)的經(jīng)營環(huán)境和制約企業(yè)發(fā)展的要素

ItinvolvesunderstandingtheenvironmentinwhichyourbusinessoperatesandtheforcesthataffectyourperformanceIFC-CPDF了解你的行業(yè)…

UnderstandingYourIndustry…MichaelE.Porter認為以下5點是影響行業(yè)性質的要素：

AccordingtoMichaelE.Porterthereare5forcesthataffectthenatureofyourindustry:產(chǎn)品或服務的替代品Substituteproductsorservices;

行業(yè)競爭;Industryrivalry;供應商討價還價的能力;Bargainingpowerofsuppliers;客戶;以及Customers;and新進入者的威脅。Thethreatofnewentrants.IFC-CPDF了解你的行業(yè)…

UnderstandingYourIndustry…行業(yè)競爭的激烈程度Levelofindustryrivalrybetweencompetitors原材料和資源供應商Suppliersofrawmaterialsandresources產(chǎn)品或服務的替代品Substituteproductsorservices潛在的進入者Potentialnewentrants客戶Customers供應商討價還價的能力Bargainingpowerofsuppliers客戶討價還價的能力Bargainingpowerofcustomers新的競爭對手帶來的威脅Threatofentryofnewcompetitors產(chǎn)品或服務替代品帶來的威脅ThethreatofsubstituteproductsorservicesPorters的五因素…Porters5Forces…IFC-CPDF新的潛在進入者...

PotentialNewEntrants...新進入者的威脅大小，很大程度上取決于行業(yè)進入障礙的大小

Theextentofthethreatofnewentrantstothemarketisgenerallyconsideredtobedependentuponthelevelofthe“barrierstoentry”intotheindustry行業(yè)退出壁壘也會產(chǎn)生影響

Exitbarrierscanalsohaveanimpact你應確定哪些是行業(yè)進入的障礙－大還是??？

Youneedtoascertainwhatthebarrierstoentryare–aretheyhighorlow?IFC-CPDF新的潛在進入者…

PotentialNewEntrants...行業(yè)進入的障礙包括

Barrierstoentrycouldinclude:啟動資金;

Start-upcapital;許可和規(guī)定

Licensingandregulation;規(guī)模經(jīng)濟和知識積累

Economiesofscaleandcumulativelearning;專利技術、產(chǎn)品和專利

Proprietarytechnology,productsandpatents;IFC-CPDF新的潛在進入者…

PotentialNewEntrants...行業(yè)進入的障礙包括

Barrierstoentrycouldinclude:分銷網(wǎng)絡

Distributionnetworks;原材料來源渠道

Accesstorawmaterials;客戶轉換成本;

Customerswitchingcosts;and行業(yè)競爭

Industryrivalry。IFC-CPDF新的潛在進入者…

PotentialNewEntrants...如果行業(yè)進入的障礙小，競爭可能會很激烈

Whenbarrierstoentryare‘low’,competitionislikelytobeintense尤其當潛在進入者意識到該行業(yè)極具吸引力并且盈利率很高的時候

ParticularlyifpotentialentrantsperceivetheindustrytobeattractiveandprofitabilitytobehighIFC-CPDF新的潛在進入者

PotentialNewEntrants...市場退出的障礙包括:

Barrierstoexitcouldinclude:資本設備處置成本;Disposalcostsofcapitalequipment；行業(yè)轉變成本;Industryswitchingcosts;and進入其他行業(yè)的潛力。Potentialtoenterotherindustries.IFC-CPDF新的的潛潛在在進進入入者者PotentialNewEntrants...如果果市市場場退退出出的的障障礙礙大大，，競競爭爭對對手手就就不不太太愿愿意意撤撤離離原原行行業(yè)業(yè)Whenbarrierstoexitare“high,””competitorsarelesslikelytoleavetheindustry這樣行業(yè)里會會產(chǎn)生過剩的的生產(chǎn)能力，，競爭加劇會會帶來價格戰(zhàn)戰(zhàn)Thereforeexcesscapacitywillremainintheindustryandpricewarsbecomemorelikelyas businessescompeteformarketshareIFC-CPDF原材料和資源源供應商…SuppliersofRawMaterials&Resources…考察你的原材材料供應商對對你的影響力力大小是十分分重要的Itisimportanttoexaminetheamountofpowerthatsuppliersofrawmaterialsandresourceshaveintheirrelationshipwithyou許多因素影響響這種能力ThispowerwillbetheresultofanumberoffactorsIFC-CPDF原材料和資源源供應商…SuppliersofRawMaterials&Resources…考慮以下幾點點…Considerthefollowing…行業(yè)中供應商商的數(shù)量Thenumberofsuppliersintheindustry少還是多?Aretherefewormany?你能選擇和其其他供應商合合作嗎?Couldyouchoosetodealwithothersuppliers?IFC-CPDF原材料和資源源供應商…SuppliersofRawMaterials&Resources…考慮以下幾點點…Considerthefollowing…你對你的供應應商的重要性性Theimportanceofyourcustomtotheirbusiness你在你的供應應商的銷售份份額中占的比比重大嗎?Doesyourbusinessaccountforalargeproportionoftheirsales?你不與供應商商合作帶給它它的影響?Whatwouldhappentothemifyouwerenolongeracustomer?IFC-CPDF你的轉換成本本Yourswitchingcosts轉換供應商會會產(chǎn)生的成本本W(wǎng)oulditcostyouanythingtoswitchsuppliers?你有什么特殊殊的設備，造造成你只能使使用這家供應應商嗎?Haveyouinvestedinanyspecialequipmentthatyoucanonlyusewiththissupplier?供應商進一步步生產(chǎn)的潛在在能力Thepotentialforthemtoforward-integrate供應商是否很很容易向前整整合，從而變變成你的競爭爭對手嗎?Couldthesuppliereasilyforward-integratetheirprocessesandinfactbecomeyourcompetitor?原材料和資源源供應商…SuppliersofRawMaterials&Resources…IFC-CPDF你自己成為供供應商的潛在在能力Thepotentialforyoutobackward-integrate你能擴大營業(yè)業(yè)范圍而成為為自己的供應應商嗎，就是是說，你有能能力生產(chǎn)從供供應商處購買買的產(chǎn)品嗎?Couldyouexpandyourbusinesssothatyoubecomeyourownsupplieri.e.couldyoueffectivelyproducewhatyouarebuying原材料和資源源供應商…SuppliersofRawMaterials&Resources…IFC-CPDF產(chǎn)品或服務的的替代品…SubstituteProductsorServices…各種形式的替替代品(服務務)Substituteproducts(orservices)cantakemanyforms可能是明顯的的，也可能是是不明顯的，，兩種情況都都需考慮Theycanbeobviousorsubtle–bothcategoriesneedtobeconsidered去歐洲旅游的的明顯替代品品是去澳大利利亞；而不太太明顯的替代代品是買輛新新車AnobvioussubstituteforatriptoEuropemaybeatriptoAustralia.Alessobvioussubstitutemaybeanewcar!替代品的存在在直接影響客客戶的選擇TheavailabilityofsubstitutesdirectlyaffectsthenumberofchoicesavailabletocustomersIFC-CPDF產(chǎn)品或服務的的替代品…SubstituteProductsorServices…涉及以下方面面:Considerthefollowing:替代品的數(shù)量量Thenumberofsubstitutes替代品越多，，客戶的選擇擇越多Themoresubstitutestherearethemorechoicesthatcustomerhas替代品的市場場供應情況Levelofavailabilityofsubstitutes替代品越多，，產(chǎn)生的競爭爭越強ThemoreavailablethesesubstitutesarethegreaterthecompetitionforthecustomerIFC-CPDF產(chǎn)品或服務的的替代品…SubstituteProductsorServices…替代品的優(yōu)點點Thebenefitsofthesubstituteproducts客戶如果選用用替代品，會會獲得什么額額外的好處?Whatextrabenefitswouldthecustomerreceiveiftheypurchasedthesubstituteproduct?替代品有什么么優(yōu)點和功能能?Hasthesubstitutegotextrabenefitsorfunctionality?替代品更便宜宜嗎?Isthesubstitutecheaper?IFC-CPDF產(chǎn)品或服務的的替代品…SubstituteProductsorServices…客戶轉換成本本Customerswitchingcosts.客戶購買替代代品會導致產(chǎn)產(chǎn)生額外成本本嗎?.Willthecustomersufferanyswitchingcostsiftheyweretopurchasethesubstitute?IFC-CPDF行業(yè)競爭...IndustryRivalry...行業(yè)競爭是指指行業(yè)內(nèi)競爭爭的激烈程度度Industryrivalryreferstotheintensityofcompetitionwithintheindustry競爭的激烈程程度會影響贏贏取市場份額額的戰(zhàn)略安排排Theintensityoftherivalryhasanimpactonthetypesoftacticsthatareusedinordertosecuremarketshare如果競爭激烈烈，可采用市市場促銷活動動，如打折降降價IfrivalryisintenseaggressivemarketingactivitiessuchaspricediscountingaremorelikelytobeusedIFC-CPDF行業(yè)競爭...IndustryRivalry...涉及以下幾方方面…Considerthefollowing…競爭者的數(shù)量量Thenumberofcompetitors競爭者越多，，行業(yè)競爭越越激烈Themorecompetitorstherearethemorelikelythatindustryrivalrywillbeintense市場成長空間間Marketgrowth如果市場收縮縮或停滯，競競爭會越激烈烈IfthemarketisstagnantorshrinkingrivalryislikelytobemoreintenseIFC-CPDF行業(yè)競爭...IndustryRivalry...客戶轉換成本本Customerswitchingcosts如果轉換成本本高，競爭者者會積極的舉舉辦促銷活動動，以贏取市市場份額Ifswitchingcostsarehigh,competitorswillbemorelikelytoengageinactivitiesdesignedtoincreasetheirmarketshare行業(yè)進入障礙礙Barrierstoindustryentry障礙較小，競競爭者會越多多，競爭會越越激烈Iftheyarerelativelylow,theindustrywillattractmorecompetitorsandrivalrywillbemoreintenseIFC-CPDF行業(yè)競爭..IndustryRivalry...固定成本的范范圍Theextenttowhichcostsarefixed;固定成本越高高，銷量就應應越大，以求求保本。這會會導致競爭者者狂熱的追求求市場份額Thegreatertheleveloffixedcosts,thehigherthevolumeofsalesthatwillberequiredinordertobreak-even.Thiswillresultincompetitorsaggressivelychasingmarketshare對其他行業(yè)的的興趣Businessinterestsinotherindustries行業(yè)的容量水水平IndustrycapacitylevelsIFC-CPDF客戶...Customers...考察你的客戶戶關系對你的的影響力有多多大，是十分分重要的Itisimportanttoexaminetheamountofpowerthatcustomershaveintheirrelationshipwithyou許多因素影響響這種能力ThispowerwillbetheresultofanumberoffactorsIFC-CPDF客戶...Customers...考慮以下幾點點…Considerthefollowing…行業(yè)中直接競競爭者的數(shù)量量Thenumberofdirectcompetitorsintheindustry;這關系到客戶戶有多少選擇擇，就是說，，如果有許多多競爭者提供供同樣的產(chǎn)品品，那你的客客戶對你依賴賴性不強Thisaffectsthenumberofchoicesthatthecustomerhasi.e.iftherearemanycompetitorsofferingidenticalproductsthecustomersarenotverydependentuponyou你的產(chǎn)品或服服務對你的客客戶有多重要要Thelevelofimportancetheproductorserviceistothecustomer;IFC-CPDF客戶...Customers...考慮以下幾點點…Considerthefollowing…如果你不提供供產(chǎn)品給他們們，會對其產(chǎn)產(chǎn)生什么影響響?Whatwouldbetheimpactonthecustomerifyoucouldnotsupplytheproduct?客戶轉換成本本Customerswitchingcosts如果客戶換用用另一家供應應商，會產(chǎn)生生什么轉換成成本嗎？IfthecustomerusedanothersupplierwouldtheyexperienceanyswitchingcostsIFC-CPDF客戶...Customers...客戶自己供貨貨的潛在能力力Thepotentialforcustomerstobackward-integrate客戶對你的重重要性Theimportanceofthecustomer’’scustomtoyou你的客戶多還還是少?Doyouhavefewormanycustomers?每個客戶對你你的重要程度度Howimportantiseachcustomertoyou?如果丟掉一個個客戶對你的的影響?Whatwouldhappenifyoulostacustomer?IFC-CPDF行業(yè)分析工作作表…IndustryAnalysisWorksheet…產(chǎn)品或服務的替代品SUBSTITUEPRODUCTSORSERVICES1.2.3.4.5.潛在的競爭對手POTENTIALNEWENTRANTS1.2.3.4.5.客戶CUSTOMERS1.2.3.4.5.原材料和資源供應商SUPPLIERSOFRAWMATERIALS&RESOURCES1.2.3.4.5.行業(yè)競爭INDUSTRYRIVALRY1.2.3.4.5.IFC-CPDF了解你的行業(yè)業(yè)…UnderstandingYourIndustry…你的行業(yè)中經(jīng)經(jīng)營要素有哪哪些?Whataretheforcesoperatingwithinyourindustry?完成工作手冊冊Pleasecompleteyourworkbook每個要素列出出5條最重要要的影響因素素Listthe5mostsignificantfactorsforeachforceIFC-CPDF了解你的行業(yè)業(yè)…UnderstandingYourIndustry…對你最重要的的要素是什么么，它對你意意味著什么?Whatisthemostsignificantforceandwhatdoesthismeanforyourbusiness?請完成工作表表PleasecompleteyourworkbookIFC-CPDF戰(zhàn)略…Strategy…戰(zhàn)略的制定應應在對行業(yè)了了解的基礎上上進行Strategydevelopmentshouldbeginwithfirstunderstandingyourindustry一旦你了解了了你的行業(yè)，，就可以針對對最重要的要要素來制定戰(zhàn)戰(zhàn)略OnceyouunderstandtheindustryforcesyoushouldfocusyourstrategyondealingwiththemostsignificantforceIFC-CPDF總結...InSummary...第一步:分析替代品的的潛在盈利能能力Step1:Analysetheprofitpotentialofalternativesegments第二步:面對利潤壓縮縮準確定位Step2:Positionyourselfagainsttheprofitsqueeze第三步:順應市場潮流流Step3:AnticipatethemarkettrendsIFC-CPDF總結...InSummary...第四步:制定切實的目目標Step4:Developarealisticmission第五步:將戰(zhàn)略與具體體的活動、工工作聯(lián)系起來來Step5:Linkthestrategytoyourspecificactivitiesandjobs第六步:在實踐中學習習－正確估量量、管理好你你的企業(yè)，隨隨 時根據(jù)需需要修正戰(zhàn)略略Step6:Learnalongtheway-measureandmanageyourbusiness,adjustingyourstrategyasrequiredIFC-CPDF本書信息基于于MichaelE.Porter在《競爭的戰(zhàn)略略：分析你你和行業(yè)和競競爭對手的技技巧》言論，，1998中的的理理論論TheinformationinthisworkbookisbasedontheworkofMichaelE.Porterinhisbook,““CompetitiveStrategy:TechniquesforAnalysingIndustriesandCompetitors,””FreePress,1998.9、靜夜夜四無無鄰，，荒居居舊業(yè)業(yè)貧。。。12月月-2212月月-22Wednesday,December14,202210、雨中黃葉葉樹，燈下下白頭人。。。01:02:1001:02:1001:0212/14/20221:02:10AM11、以我我獨沈沈久，，愧君君相見見頻。。。12月月-2201:02:1001:02Dec-2214-Dec-2212、故人人江海海別，，幾度度隔山山川。。。01:02:1001:02:1001:02Wednesday,December14,202213、乍見翻疑夢夢，相悲各問問年。。12月-2212月-2201:02:1001:02:10December14,202214、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。14十二二月20221:02:10上上午01:02:1012月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。。十二月月221:02上上午午12月月-2201:02December14,202216、行動動出成成果，，工作作出財財富。。。2022/12/141:02:1001:02:1014December202217、做前，能夠夠環(huán)視四周；；做時，你只只能或者最好好沿著以腳為為起點的射線線向前。。1:02:10上午1:02上上午01:02:1012月-229、沒有失敗，，只有暫時停停止成功！。。12月-2212月-22Wednesday,December14,202210、很多事情努努力了未必有有結果，但是是不努力卻什什么改變也沒沒有。。01:02:1001:02:1001:0212/14/20221:02:10AM11、成功功就是是日復復一日日那一一點點點小小小努力力的積積累。。。12月月-2201:02:1001:02Dec-2214-Dec-2212、世間間成事事，不不求其其絕對對圓滿滿，留留一份份不足足，可可得無無限完完美。。。01:02:1001:02:1001:02Wednesday,December14,202213、不知香積積寺，數(shù)里里入云峰。。。12月-2212月-2201:02:1001:02:10December14,202214、意志堅強的的人能把世界界放在手中像像泥塊一樣任任意揉捏。14十二月月20221:02:10上午01:02:1012月-2215、楚塞三湘