First, the application of brand life cycle management in enterprises
For example, through the SWOT analysis of the market competitiveness of air-conditioning enterprises, we think that the business strategies that air-conditioning enterprises should adopt should be: star brands, because of their high existing market share and expected market growth rate, should adopt the strategy of continuous market penetration in order to seize more market share;
It was first seen in the strategic management theory of Seznik and Chandler, the representatives of design school. SWOT is a general term for strengths, weaknesses, opportunities and threats. It is a general procedure of strategic management to input and filter complex information, and then make combination and decision. Because SWOT is clear, concise and concrete, it can reduce the waste of time and energy, win the favor of the business community and become a common tool in competition and business strategy decision-making. SWOT analysis can not only provide methodology for the analysis of internal and external competitive environment, but also provide enterprises with four alternative strategies: 1 SO strategy, that is, to seize external opportunities by taking advantage of internal advantages of enterprises. For example, Galanz, the king of microwave ovens, actively used the cost advantage, not only successfully controlled the market share of microwave ovens at home and abroad, but also transferred its cost advantage to the air-conditioning field, and put forward the resounding slogan of "ending the era of air-conditioning profiteering". 2 WO strategy, using external opportunities to improve internal weaknesses; For example, Skyworth, a color TV giant, made a comeback by using the emerging international plasma large-screen color TV technology when its sales staff and market share were hit hard. Strategy 3, using the advantages of enterprises to avoid or reduce the blow of external threats; WT strategy to overcome internal weaknesses and avoid external threats. China energy-saving lamp enterprises encounter anti-dumping lawsuits, and once they lose the case, they will lose the European market. How to overcome the threat, make use of the technological advantages of leading European enterprises while preparing to respond to the lawsuit, and set up factories in Europe in time is an anti-dumping cracking technique worthy of serious consideration. 4. Use yourself to overcome the enemy's shortcomings; Take advantage of opportunities to overcome threats; Turning crisis into vitality is the core of SWOT. From this perspective, SWOT is not so much a method as an art.
What does SWOT mean? 1.SWOT is an analysis method, that is, situation analysis, which lists various main internal strengths, weaknesses, external opportunities and threats closely related to the research object through investigation and arranges them in matrix form. Then, with the idea of system analysis, the matching analysis of various factors is carried out, and a series of corresponding conclusions are drawn, which usually have certain decision-making nature.
2. Features: In a sense, the SWOT analysis method belongs to the internal analysis method of the enterprise, that is, it is analyzed according to the established internal conditions of the enterprise itself. SWOT analysis has its foundation. The competitive theory put forward by Michael Porter, a famous competitive strategy expert, thoroughly analyzes and explains the "possibility" of an enterprise from the perspective of industrial structure, while competency-based management scientists use the value chain to deconstruct the value creation process of an enterprise and pay attention to the analysis of the company's resources and capabilities.
On the basis of synthesizing the former two, SWOT analysis combines the internal analysis of the company (that is, the research orientation concerned by management scholars in the mid-1980s, represented by the ability school) with the external analysis of the industry competitive environment (that is, the central theme concerned by early strategic research, represented by Andrews and Michael Porter) to form its own structured balanced system analysis system. Compared with other analysis methods, SWOT analysis has obvious structural and systematic characteristics from the beginning. As far as structure is concerned, firstly, in form, SWOT analysis is to construct a SWOT structure matrix and give different analytical meanings to different areas of the matrix. Secondly, the main theoretical basis of SWOT analysis also emphasizes the analysis of the external environment and internal resources of enterprises from the perspective of structural analysis.
3. Analysis model:
Advantages and disadvantages analysis (SW): Because the enterprise is a whole and the sources of competitive advantages are extensive, it is necessary to compare the enterprise and competitors in detail from every link of the whole value chain when doing advantages and disadvantages analysis. For example, whether the products are novel, whether the manufacturing process is complex, whether the sales channels are smooth, and whether the prices are competitive. If an enterprise's advantages in one aspect or several aspects are the key success factors that enterprises in this industry should have, then its comprehensive competitive advantage may be stronger. It should be pointed out that whether an enterprise and its products have competitive advantages can only be measured from the perspective of existing potential users, not from the perspective of enterprises.
Opportunity and threat analysis (OT): For example, the popular piracy threat: pirated substitutes limit the highest price of the company's products, and substitutes not only pose a threat to the company, but also may bring opportunities. Enterprises must analyze whether substitutes bring "disaster" to the company's products or services or provide higher profits or values; The transfer cost of buyers switching to buy substitutes; What measures can enterprises take to reduce costs or increase added value, so as to reduce the risk of consumers buying pirated substitutes?
Overall analysis: Generally speaking, SWOT can be divided into two parts: the first part is SW, which is mainly used to analyze internal conditions; The second part is OT, which is mainly used to analyze external conditions. Using this method, we can find out the factors that are beneficial to ourselves and worthy of development, as well as the things that are unfavorable to ourselves and should be avoided, find out the existing problems, find out the solutions and make clear the future development direction. According to this analysis, we can classify the problems in order of priority, make clear which ones need to be solved urgently, which ones can be postponed slightly, which ones are obstacles to strategic goals and which ones are tactical problems, list these research objects, arrange them in matrix form, and then analyze them with the idea of system analysis, and draw a series of corresponding conclusions, which are usually of certain decision-making nature and are conducive to leaders and managers to make more correct decisions and decisions.
What is SWOT? How to use 1 and SWOT, namely SWOT analysis, is a scientific analysis method to determine the competitive advantages, competitive disadvantages, opportunities and threats of an enterprise, so as to organically combine the company's strategy with the company's internal resources and external environment.
2. Usage:
(1) Analysis of environmental factors
Using various investigation and research methods, this paper analyzes various environmental factors of the company, namely external environmental factors and internal capacity factors. External environmental factors, including opportunities and threats, are favorable and unfavorable factors that directly affect the company's development and belong to objective factors. Internal environmental factors, including advantages and disadvantages, are positive and negative factors in the development of the company itself. When investigating and analyzing these factors, we should not only consider the history and present situation, but also consider the future development.
Advantages are internal factors of the organization, including: favorable competitive situation; Adequate financial resources; Good corporate image; Technical strength; Economies of scale; Product quality; Market share; Cost advantage; Advertising offensive, etc.
① Disadvantages are also internal factors of the organization, including: aging of equipment; Management confusion; Lack of key technologies; Backward research and development; Lack of funds; Poor management; Product backlog; Poor competitiveness.
② Opportunity is the external factor of the organization, including: new products; New market; New demand; Cancel foreign market barriers; Competitor mistakes, etc.
③ Threats are also external factors of the organization, including: new competitors; The number of substitute products has increased; Market tightening; Changes in industrial policies; Economic recession; Changes in customer preferences; Unexpected events, etc.
The advantage of SWOT method is that it considers the problem comprehensively, is a systematic thinking, can closely combine the "diagnosis" and "prescription" of the problem, has clear thinking and is easy to test.
(2) Construct SWOT matrix
The SWOT matrix is constructed by sorting the factors obtained in the survey according to their priority or influence degree. In this process, those factors that have a direct, important, massive, urgent and lasting impact on the company's development are given priority, while those indirect, secondary, rare, urgent and short-lived factors are ranked behind.
(3) Make an action plan
After analyzing the environmental factors and constructing the SWOT matrix, the corresponding action plan can be made. The basic idea of making a plan is: give full play to advantages, overcome disadvantages, take advantage of opportunities and defuse threats; Consider the past, base on the present and focus on the future. Using the comprehensive analysis method of system analysis, the various environmental factors considered in the arrangement are matched and combined, and a series of optional countermeasures for the company's future development are obtained.
What does SWOT mean? The Chinese translation of swot means:
A person who studies hard; Hard-working people; hard work
study hard
study hard
Lexical analysis
Phonetic symbol: English? 【sw？ t]？ Beautiful? [SWát]
phrase
SWOT analysis SWOT analysis; Four-point analysis; Swot analysis method
Starbucks SWOT? Analyze the original text
SWOT strategy? SWOT strategy; SWOT strategy
SWOT China? Analyze China.
I am trying to learn Latin.
I have been studying Latin hard.
I must study physics hard now.
I have to study physics hard these days.
I must study this skill hard before I can teach it.
I must study this skill seriously and hard before I can teach it.
He loves reading very much, is a diligent person and is very close to his mother.
He is a little bookish, studious and close to his mother.
5、SWOT？ Analysis? Open? That? Development? Yes? Henan? Culture? industry
Research on the Development of Henan Cultural Industry Based on SWOT Analysis
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What is the meaning of letters in SWOT analysis? SWOT analysis represents the analysis of enterprise strengths, weaknesses, opportunities and threats. Introduction of model meaning
The analysis of advantages and disadvantages mainly focuses on the strength of the enterprise itself and its comparison with competitors, while the analysis of opportunities and threats focuses on the changes of the external environment and its possible impact on the enterprise. In the analysis, all internal factors (that is, strengths and weaknesses) should be concentrated together, and then these factors should be evaluated by external forces.
(1) Opportunity and threat analysis (OT)
With the rapid development of economy, society, science and technology, especially the acceleration of globalization and integration of the world economy, the establishment of global information network and the diversification of consumer demand, the environment in which enterprises are located is more open and turbulent. This change has a far-reaching impact on almost all enterprises. Because of this, environmental analysis has become an increasingly important enterprise function.
The trend of environmental development can be divided into two categories: one represents environmental threats, and the other represents environmental opportunities. Environmental threat refers to the challenge brought by the unfavorable development trend in the environment. If decisive strategic actions are not taken, this unfavorable trend will weaken the competitive position of the company. Environmental opportunity is an attractive field for company behavior, in which the company will have a competitive advantage.
The analysis of the environment can also have different angles. For example, a concise method is PEST analysis, and another commonly used method is Porter's five forces analysis.
(2) Advantages and disadvantages analysis (SW)
It is one thing to identify attractive opportunities in the environment, and it is another to have the competitive ability necessary to succeed in these opportunities. Every enterprise should regularly check its own advantages and disadvantages, which can be carried out with the help of "enterprise management checklist". Enterprises or consulting organizations outside enterprises can use this format to check the marketing, finance, manufacturing and organizational capabilities of enterprises. Each element should be graded according to super strong, slightly strong, medium, slightly weak or super weak.
When two enterprises are in the same market or have the ability to provide products and services to the same customer group, if one of them has a high profit rate or profit potential, then we think that this enterprise has a competitive advantage over the other enterprise. In other words, the so-called competitive advantage refers to the ability of an enterprise to surpass its competitors, which helps to achieve its main goal-profit. However, it is worth noting that the competitive advantage is not necessarily fully reflected in the higher profit rate, because sometimes enterprises are more inclined to increase market share or reward managers or employees.
Competitive advantage can refer to any advantage that an enterprise or its products are different from competitors in the eyes of consumers. It can be the width of the product line, the size, quality, reliability, applicability, style and image of the product, and the timeliness and enthusiasm of the service. Although competitive advantage actually means that an enterprise has a stronger comprehensive advantage than its competitors, it is more meaningful to clarify which aspect of the enterprise has advantages, because only in this way can we foster strengths and avoid weaknesses, or attack the virtual with real ones.
Because the enterprise is a whole, and because of the extensive sources of competitive advantage, when analyzing its advantages and disadvantages, it is necessary to make a detailed comparison between the enterprise and its competitors from every link of the whole value chain. For example, whether the products are novel, whether the manufacturing process is complex, whether the sales channels are smooth, and whether the prices are competitive. If an enterprise's advantages in one aspect or several aspects are the key success factors that enterprises in this industry should have, then its comprehensive competitive advantage may be stronger. It should be pointed out that whether an enterprise and its products have competitive advantages can only be measured from the perspective of existing potential users, not from the perspective of enterprises.
In the process of maintaining competitive advantage, enterprises must deeply understand their own resources and capabilities and take corresponding measures. Because once an enterprise has a competitive advantage in a certain aspect, it will inevitably attract the attention of competitors. Generally speaking, after a period of efforts, enterprises have established a certain competitive advantage; Then, while maintaining this competitive advantage, competitors began to react gradually; Then, if competitors directly attack the advantages of enterprises or adopt other more powerful strategies, this advantage will be weakened.
There are three key factors that affect the duration of an enterprise's competitive advantage:
(1) How long will it take to build this advantage?
(2) What advantages can be gained?
(3) How long does it take for competitors to react strongly?
If enterprises analyze these three factors clearly, they will know their position in establishing and maintaining competitive advantage.
Obviously, the company should not correct all its shortcomings or take advantage of its advantages. The main problem is whether the company should study the opportunities it already has advantages, or whether it should acquire and develop some advantages to find better opportunities. Sometimes, the slow development of enterprises is not because the department has no advantages, but because of poor coordination. For example, in a large electronics company, engineers look down on salesmen and regard them as "engineers who don't understand technology"; Sales people look down on people in the service department and regard them as "sales people who can't do business". Therefore, it is very important to evaluate the working relationship between internal departments as internal audit.
Boston Consulting Group pointed out that the company that can win is the enterprise that obtains the internal advantages of the company, rather than just mastering the core competence of the company. Every company should manage some basic procedures, such as new product development, raw material procurement, sales guidance of orders, cash realization of customer orders, time to solve customer problems and so on. Every program creates value and needs the cooperation of internal departments. Although each department has a core competence, it is still a challenge to manage the development of these advantages.
SWOT analysis steps
(1) What is the current strategy?
(2) Confirm the change of the external environment of the enterprise (Porter's Five Forces or PEST)
(3) according to the enterprise resource combination, confirm the key capabilities and key limitations of the enterprise.
(4) according to the general matrix or similar way to evaluate the score.
Divide all identified advantages into two groups according to two principles: whether they are related to potential opportunities or threats in the industry. Similarly, divide all the disadvantages into two groups, one related to opportunities and the other related to threats.
(5) Locate the results on the SWOT analysis chart.
Or use SWOT analysis table to fill in the form according to opportunities and threats.
(6) Strategic analysis
Give an example of Kearney's SWOT analysis to get the strategy.
Limitations of SWOT model
Like many other strategic models, SWOT model was put forward by McKinsey a long time ago and has the limitations of the times. In the past, enterprises may pay more attention to cost and quality, but now enterprises may pay more attention to organizational processes. For example, how to transform the old electric typewriter into a printer? Should I be a printer or other mechanical and electrical products? From the SWOT analysis, the advantage of electric typewriter manufacturers lies in electromechanical, but it seems that there are more opportunities to develop printers. As a result, some developed towards printers and died miserably; Some companies have made great progress in razor production. See if you want an opportunistic growth strategy or a competent growth strategy. SWOT does not take into account the initiative of enterprises to change the status quo. Enterprises can create their own advantages by looking for new resources, so as to achieve strategic goals that could not be achieved in the past.
What does swot mean? SWOT analysis, also known as situational analysis, was put forward by a management professor at the University of San Francisco in the early 1980s. The four English letters of SWOT stand for strength, weakness, opportunity and threat respectively. The so-called SWOT analysis, that is, situation analysis, lists the main internal strengths, weaknesses, opportunities and threats closely related to the research object through investigation, and arranges them in matrix form, and then analyzes various factors by using the idea of system analysis, and draws a series of corresponding conclusions, which are usually decision-making.
By using this method, we can make a comprehensive, systematic and accurate study of the situation of the research object, so as to formulate corresponding development strategies, plans and countermeasures according to the research results. SWOT analysis method is often used to formulate the group development strategy and analyze competitors. In strategic analysis, it is one of the most commonly used methods.
S and w are internal causes, and o and t are external causes. According to the complete concept of enterprise competitive strategy, strategy should be an organic combination of what an enterprise can do (that is, the advantages and disadvantages of the organization) and what it can do (that is, the opportunities and threats of the environment).
For example:
1. Advantages and disadvantages analysis (software)
Because the enterprise is a whole, and because of the extensive sources of competitive advantage, when analyzing its advantages and disadvantages, it is necessary to make a detailed comparison between the enterprise and its competitors from every link of the whole value chain. For example, whether the products are novel, whether the manufacturing process is complex, whether the sales channels are smooth, and whether the prices are competitive. If an enterprise's advantages in one aspect or several aspects are the key success factors that enterprises in this industry should have, then its comprehensive competitive advantage may be stronger. It should be pointed out that whether an enterprise and its products have competitive advantages can only be measured from the perspective of existing potential users, not from the perspective of enterprises.
2. Opportunity and threat analysis
For example, the popular piracy threat in society now: pirated substitutes limit the highest price of a company's products, and substitutes not only pose a threat to the company, but also may bring opportunities. Enterprises must analyze whether substitutes bring "disaster" to the company's products or services or provide higher profits or values; The transfer cost of buyers switching to buy substitutes; What measures can enterprises take to reduce costs or increase added value, so as to reduce the risk of consumers buying pirated substitutes?
SWOT analysis, also known as situational analysis, was put forward by a management professor at the University of San Francisco in the early 1980s. It is a method that can objectively and accurately analyze and study the actual situation of a unit. SWOT stands for strength, weakness, opportunity and threat. Generally speaking, SWOT can be divided into two parts: the first part is SW, which is mainly used to analyze internal conditions; The second part is OT, which is mainly used to analyze external conditions. Using this method, we can find out the factors that are beneficial to ourselves and worthy of development, as well as the things that are unfavorable to ourselves and should be avoided, find out the existing problems, find out the solutions and make clear the future development direction. According to this analysis, we can classify the problems according to the priority order, make clear which ones are urgently needed to be solved, which ones can be postponed slightly, which ones are obstacles to strategic goals and which ones are tactical problems, list these research objects, arrange them in matrix form, and then match and analyze various factors with the idea of system analysis, from which we can draw a series of corresponding conclusions, which are usually decision-making and conducive to leaders and managers to make more correct decisions.
SWOT analysis method is often used to formulate the group development strategy and analyze competitors. In strategic analysis, it is one of the most commonly used methods. SWOT analysis mainly includes the following aspects:
I. Analysis of environmental factors
Using various investigation and research methods, this paper analyzes various environmental factors of the company, namely external environmental factors and internal capacity factors. External environmental factors, including opportunities and threats, are favorable and unfavorable factors that directly affect the company's development and belong to objective factors. Internal environmental factors, including advantages and disadvantages, are positive and negative factors in the development of the company itself. When investigating and analyzing these factors, we should not only consider the history and present situation, but also consider the future development.
Advantages are internal factors of the organization, including: favorable competitive situation; Adequate financial resources; Good corporate image; Technical strength; Economies of scale; Product quality; Market share; Cost advantage; Advertising offensive, etc.
Disadvantages are also internal factors of the organization, including: aging equipment; Management confusion; Lack of key technologies; Backward research and development; Lack of funds; Poor management; Product backlog; Poor competitiveness.
Opportunity is the external factor of the organization, including: new products; New market; New demand; Cancel foreign market barriers; Competitor mistakes, etc.
Threats are also external factors of the organization, including: new competitors; The number of substitute products has increased; Market tightening; Changes in industrial policies; Economic recession; Changes in customer preferences; Unexpected events, etc.
The advantage of SWOT method is that it considers the problem comprehensively, is a systematic thinking, can closely combine "diagnosis" and "prescription", has clear thinking and is easy to test.
Second, build a SWOT matrix.
The SWOT matrix is constructed by sorting the factors obtained in the survey according to their priority or influence degree. In this process, those factors that have a direct, important, massive, urgent and lasting impact on the company's development are given priority, while those indirect, secondary, rare, urgent and short-lived factors are ranked behind.
Third, make an action plan.
After analyzing the environmental factors and constructing the SWOT matrix, the corresponding action plan can be made. The basic idea of making a plan is: give full play to advantages, overcome disadvantages, take advantage of opportunities and defuse threats; Consider the past, base on the present and focus on the future. Using the comprehensive analysis method of system analysis, the various environmental factors considered in the arrangement are matched and combined, and a series of optional countermeasures for the company's future development are obtained.
Simple rules for successful application of SWOT analysis method
* SWOT analysis must have an objective understanding of the company's strengths and weaknesses.
* SWOT analysis must distinguish between the company's current situation and prospects.
* SWOT analysis must be comprehensive. .
* SWOT analysis must be compared with competitors, such as superior or inferior to your competitors.
* Keep the SWOT analysis concise and avoid complication and over-analysis.
* SWOT analysis method varies from person to person.
What is SWOT? What is SWOT:
S (advantage) is an advantage, W (disadvantage) is a disadvantage, O (opportunity) is an opportunity and T (threat) is a threat, which are the four elements in SWOT analysis.
SWOT analysis is a scientific analysis method to determine the competitive advantages, competitive disadvantages, opportunities and threats of enterprises, so as to organically combine the company's strategy with the company's internal resources and external environment.
Advantages are internal factors of the organization, including: favorable competitive situation; Adequate financial resources; Good corporate image; Technical strength; Economies of scale; Product quality; Market share; Cost advantage; Advertising offensive, etc.
Swot analysis model [2]
Disadvantages are also internal factors of the organization, including: aging equipment; Management confusion; Lack of key technologies; Backward research and development; Lack of funds; Poor management; Product backlog; Poor competitiveness.
Opportunity is the external factor of the organization, including: new products; New market; New demand; Cancel foreign market barriers; Competitor mistakes, etc.
Threats are also external factors of the organization, including: new competitors; The number of substitute products has increased; Market tightening; Changes in industrial policies; Economic recession; Changes in customer preferences; Unexpected events, etc.
The advantage of SWOT method is that it considers the problem comprehensively, is a systematic thinking, can closely combine the "diagnosis" and "prescription" of the problem, has clear thinking and is easy to test.
What does SWOT mean? SWOT is an analytical model, which is often used in enterprise internal analysis or human resource analysis.
S is an advantage, W is a disadvantage, O is an opportunity and T is a threat.
S stands for strength, W stands for weakness, O stands for opportunity and T stands for threat, in which S and W are internal causes and O and T are external causes.
What does swot analysis mean? SWOT analysis is a competitive theory put forward by Michael Porter, a famous competitive strategy expert. It thoroughly analyzes and explains what an enterprise can do from the perspective of industrial structure. That is, according to the established internal conditions of the enterprise itself, find out the advantages, disadvantages and core competitiveness of the enterprise. Where S stands for strength, W stands for weakness, O stands for opportunity and T stands for threat, where S and W are internal causes and O and T are external causes. According to the complete concept of enterprise competitive strategy, strategy should be an organic combination of what an enterprise can do (that is, the advantages and disadvantages of the organization) and what it can do (that is, the opportunities and threats of the environment).
What does SWOT analysis mean? SWOT is to analyze an individual, which can be a person or a company. SWOT stands for strengths, weaknesses, opportunities and threats respectively.
SWOT is helpful to understand the current situation clearly and is often used in enterprise strategic analysis. The purpose of the analysis is to understand to what extent the current strengths and weaknesses of the organization are related to the changes in the business environment, and to what extent they can cope with such changes. It can also be used to evaluate whether there is an opportunity to further utilize the unique resources and core competencies of the organization.
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