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《用波特的五力模型全面分析耐克和阿迪达斯（a comprehensive analysis of nike and adidas using potter's five forces model）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、用波特的五力模型全面分析耐克和阿迪达斯（AcomprehensiveanalysisofNikeandAdidasusingPotter'sfiveforcesmodel）1,potentialnewentrants:potentialnewentrantsintheindustryisanimportantforceofcompetitionintheindustry,mostofthesenewentrantshavenewproductioncapacityandsomeofthenecessaryresourcestobu
2、ildupafavorablemarketposition.Newentrantsintotheindustry,willbringabouttheexpansionofproductioncapacity,bringthesharerequirementsonthemarket,thiswillinevitablyleadtofiercecompetitionwiththeexistingenterprises,productprices;ontheotherhand,newentrantstotheavailabilityof
3、resourcesforproduction,whichmaymaketheindustryproductioncostsrise,thesetwoaspectswillbeleadtoadeclineinindustryprofitability.2,thethreatofsubstitutes:anindustrysometimescompeteswithfirmsinanotherindustrybecausetheproductsofthesefirmsaremutuallyexclusive.Ifthepriceofal
4、ternativeproductsisrelativelylow,themarketpriceoftheproductsintheindustrywillonlybeatalowerlevel,whichwilllimittheincomeoftheindustry.Competitionbetweentheindustryandotherindustriesthatproducealternativeproductsoftenrequiresconcertedactionandcollectiveactionbyallenter
5、prisesintheindustry.3,bargainingpowerofbuyers:thebuyerorbuyer'scustomers,theneedforcompetitiondependsonthespecificcircumstances,butismainlydeterminedbythefollowingthreefactors:therequirednumberofproducts,thebuyertobuyotheralternativeproductscost,thepursuitoftheirgoals
6、.Buyersmaydemandlowerprices,higherqualityproductsandmorequalityservices,resultingincompetitionamongindustrycompetitors,killingindustryanddecliningprofits.4,bargainingpowerofsuppliers:foranindustry,thestrengthofthesupplier'scompetitiondependsmainlyonthemarketsituationo
7、fthesupplierindustryandtheimportanceofthegoodstheyprovide.Thethreatofsuppliersistoincreasesupplyprices:twoistoreducethequalityofthecorrespondingproductsorservices,sothatthedownstreamindustryprofitsdecline.5,thecompetitionamongtheexistingcompetitors:thiscompetitionisak
8、indofthemostpowerfulenterprisesface,thesecompetitorsaccordingtoasetofplanning,theuseofvariousmeans(price,quality,style,servi
