3第三章：行业及竞争分析课件.pptVIP

第三章：行业及竞争分析 Chapter three: Industry and Competitive Analysis“Things are always different--the art is figuring out which differences matter.” Laszlo Birinyi ?对环境的认识并不是只有在有关变化的警告相当紧急的情况下才必须做的一项特殊工作。 ——肯尼斯.R.安德鲁斯 Awareness of the environment is not a special to be undertaken only when warning of change becomes deafening . Kenneth R.Andrews 生存下来的并不是最强大的的物种，也不是最聪明的物种，而是最能对环境变化做出反应的物种。 ——查理斯.达尔文 ?It is not the strongest of the species that survive ,nor the most intelligent ,but the one most responsive to change. Charles Darwin 行业及竞争环境分析方法（7个问题） Industry and competitive analysis aims at developing insightful answers to seven question 问题1：行业最主要的经济特性是什么？ 1.what are the industry’s dominant economic features? 问题2：竞争态势如何？各种竞争的力量的强度如何？ 2.What is competitive like and how strong are each of the competitive forces? 问题3：哪些因素能够驱动行业的竞争结构和商业环境发生变化？ 3.What is causing the industry’s competitive structure and business environment to change?问题4：市场地位最强/最弱的公司分别有哪些？ 4.Which companies are in the strongest/weakest positions? 问题5：竞争对手下一步的战略行动是什么？ 5.What strategic moves are rivals likely to make next? 问题6：竞争成功的关键因素是什么? 6.What are the key factors for competitive success??问题7：行业有吸引力吗？获得高于平均水平的盈利能力的前景如何？ 7.Is the industry attractive and what are the prospects for above-average profitability? n问题1：行业最主要的经济特性是什么？ 1.what are the industry’s dominant economic features?  市场规模 1.Market size竞争角逐范围（当地性/区域性/全国性/国际性/全球性） 2.Scope of competitive rivalry (local,regional,National,or global). 市场增长速度以及行业在成长周期中目前所处的阶段（初期发展阶段、快速成长和起飞阶段、早期成熟阶段、饱和和停滞阶段、还是下降阶段） 3.Market growth rate and position in the business life (early development, rapid growth and takeoff, early, maturity, saturation and stagnation, decline). 竞争厂商的数量及相对的规模——行业是被众多的小公司所细分还是被几家大公司垄断 4.Number of rivals and their relative sizes-is the industry fragmented into many small companies or concentrated and dominated by a few large companies? 购买者的数量及其相对规模5.The number of buyers a