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1、--------------------------------------------精品文档Word可编辑值得收藏------------------------------------------------S.W.O.T.AnalysisS.W.O.T.AnalysisInmodernstrategicmanagementandplanning,SWOTanalysisisawidelyknowndiagnostictool.SWOTanalysisreferstounderstandingthestrengthandweaknessofthecompet
2、itorsrelativetooneself,andrealisingtheopportunitiesandthreatsthattheenvironmentmayimpactonone’sbusiness.Interestingly,SWOTanalysiswasalreadyadvocatedbySunTzumorethan2,000yearsagowhenhesaid: ”Knowyourenemy,knowyourself,andyourvictorywillnotbethreatened.Knowtheweather,knowtheterrain,and
3、yourvictorywillbecomplete. Infact,“knowyourenemy,knowyourself”isprobablythemostwell-knownphraseinSunTzu’sArtofWar.Itisalsothemostcitedphrase.EvenMaoTse-tungwasknowntosay,“Knowyourenemy,knowyourself;hundredbattles,hundredwon”.Similarly,manyJapanesesamuraiwarriorsinthepasthadquotedaspec
4、tsofthisparticularfamousphrasebySunTzu.Inmylecturestoexecutivesaroundtheworld,IhaveoftenusedthisphrasetoarguethatwhatwenowcommonlycalledSWOTanalysisisnotamodern“invention”fromtheWesternworld.Rather,itoriginatedinChinamorethan2,000yearsago.ItisapitythattheChinesehavenotbeenabletoexploi
5、tthewisdomthatunderliesthissayingbySunTzu.Letmeexplain. ”Knowyourenemy,knowyourself”istantamounttoknowingone’sstrengthsandweaknessesrelativetothosewhomwearefightingagainst(e.g.thecompetitors,inthecaseofbusiness).Similarly,“Knowtheweather,knowtheterrain”istantamounttoknowingtheopportun
6、itiesandthreatsposedbytheenvironment.Theyarethe5----------------------------------------------------精品文档值得收藏-------------------------------------------------------------------------------------------------------精品文档Word可编辑值得收藏------------------------------------------------externaloru
7、ncontrollablefactors.Interestingly,inbusinesswealsohavesuchexternalfactorsthataffectthewaywedothings.Forexample,weoftentalkaboutthebusinessclimate(theweather)andthephysicalorinfrastructuralfactors(theterrain),andhowtheycanimpactontheconductofbusiness.Thus,whileitisveryapparentthatwhil
8、ethei
