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ID:21499721
大小:47.00 KB
页数:14页
时间:2018-10-22
《swot 分析法及其缺陷》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、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 ASWOTanalysisisaveryeffectivestrategicplanningtoolusedtoidentifyandevaluatestrengths,weaknesses,opportunitiesandthreatsthatacompany
2、isfacing.SWOTanalysisisusuallyperformedearlyinthestrategydevelopmentprocess.Ithelpscompaniesevaluatetheinternalsituationandtheenvironmentalfactorsthatitoperatesto.Duetolimitedresourcesthatmostcompanieshave,SWOTanalysiscanhelpacompanytofocusonitsstrengthswithopportunitiestodevelopitscompeti
3、tiveadvantagessoastooffersuperiorvaluetoitstargetmarketthanitscompetitors.SWOTanalysisalsohelpscompaniestotakeadvantageoftheirstrengthsandopportunitiesanddevelopstrategytominimizeoravoiditsweaknessesandthreats.Inthisessay,thefourmainissuestobecoveredindiscussingtheroleandpurposeofSWOTanaly
4、sisasapartoftheprocessofdevelopingamarketingstrategyandthereasonstomistakenlyviewitonasuperficiallevel.ThefirstissueisanexplanationofwhatisaSWOTanalysis.ASWOTanalysisincludesresource-basedinternalanalysisandexternalenvironmentanalysis.Followingthis,theimportanceofaSWOTanalysisinamarketings
5、trategyandstrategyplanisaddressed.Then,toinvestigateSWOTanalysisframeworkanddiscusshowtouseitispresented.Finally,somemistakesthoseareeasilyseenwhenusingSWOTanalysisarespecified. ▲▲WhatisSWOTanalysis? “SWOT”isanacronymwhichrepresents“strengths”,“weaknesses”,“opportunities”and“threats”
6、.SWOTanalysisisabasic,straightforwardmodelthatprovidesdirectionandservesasabasisstepforthedevelopmentofmarketingstrategy.ASWOTanalysisconsistsoftwobasicanalysis――internalanalysis(strengthsandweaknesses)andexternalanalysis(opportunitiesandthreats).Actually,theanalysisisreplyingthefollowingq
7、uestions: *Whatdoesthefirmdowell?(strengths) *Whatdoesthefirmlackordobadly?(weaknesses) *Whatarethefactorsthatcanbeexploitedtothefirm’sadvantage?(opportunities) *Whatarefactorsthatcanpotentiallyreduceafirm’sperformance,strengths?(threats) (SWOTanalysis:ho
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