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強弱危機分析 (SWOT Analysis)
SWOT分析法 (又稱TOWS分析法、道斯矩陣)即態勢分析法,20世紀80年代初由美國舊金山大學的管理學教授韋里克提出,經常被用於企業戰略制定、競爭對手分析等場合。 強弱危機分析 (SWOT Analysis)是一種企業競爭態勢分析方法,是市場營銷的基礎分析方法之一,通過評價企業的優勢(Strengths)、劣勢(Weaknesses)、競爭市場上的機會(Opportunities)和威脅(Threats),用以在制定企業的發展戰略前對企業進行深入全面的分析以及競爭優勢的定位。而此方法是由Albert Humphrey所提出來的。 SWOT分析之後 進而需用USED技巧來產出解決方案,USED是下列四個方向的重點縮寫,如用中文的四個關鍵字,會是「用、停、成、禦」。USED分別是 ● 如何善用每個優勢? How can we Use each Strength? ● 如何停止每個劣勢? How can we Stop each Weakness? ● 如何成就每個機會? How can we Exploit each Opportunity? ● 如何抵禦每個威脅? How can we Defend against each Threat? 在SWOT分析在最理想的狀態下,是由專屬的PK團隊來達成的,一個SWOT分析團隊,最好由一個會計相關人員,一位銷售人員,一位經理級主管,一位工程師和一位專案管理師組成。 可能的優勢與劣勢分析面 優與劣經常涵蓋客觀與主觀面,在企業的SWOT分析中,下列事項都是優勢與劣勢的常見範圍。 資源類:財務、專家,在地資源、客戶服務、效率、競爭優勢、基礎建設、品質、員工、管理、價格。 可能的機會與威脅面 分別會有:競爭者的行動。社會產業的經濟情況。 貸款利率或匯率。市場成長並趨向飽和。法律或章程的更改與變化。 常見的錯誤 下列兩個常見的錯誤,是新手在進行SWOT分析時,很容易誤犯的。有時這樣的錯誤會嚴重誤導分析結果。 ● 在整體目標尚未明確和獲得共識前,就進行SWOT分析。 1.整體的企業或計畫案目標都尚未被確認時,可能SWOT團隊成員都各想各的,導致SWOT分析也七零八落,最後分析出的結果也無法落實,因為最主要的目標可能有三或五個,甚至不停的改變,如此將造成多頭馬車的狀況。 2.會造成這種現象,並非是整體目標未被提出的狀況;有時可能目標已經提出了,但每個人理解的狀況僅在他們腦中,沒有經過分享與確認,而造成誤解。 ● 將SWOT分析當做可行的策略。 1.SWOT分析僅是現況,客觀的陳述。也許多數人在優勢、劣勢與威脅面都能做到客觀的陳述,但在機會這一象限,許多人會將策略寫進去,而非現象。 2.可以試著將機會想成:「理想情況」(Auspicious Conditions)的描述,這會有助於推出下一步的策略。 |
SWOT Analysis
SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from Fortune 500 companies. The degree to which the internal environment of the firm matches with the external environment is expressed by the concept of strategic fit. Setting the objective should be done after the SWOT analysis has been performed. This would allow achievable goals or objectives to be set for the organization. ● Strengths: characteristics of the business or project that give it an advantage over others. ● Weaknesses: characteristics that place the team at a disadvantage relative to others ● Opportunities: elements that the project could exploit to its advantage ● Threats: elements in the environment that could cause trouble for the business or project Identification of SWOTs is important because they can inform later steps in planning to achieve the objective. First, the decision makers should consider whether the objective is attainable, given the SWOTs. If the objective is not attainable a different objective must be selected and the process repeated. Users of SWOT analysis need to ask and answer questions that generate meaningful information for each category (strengths, weaknesses, opportunities, and threats) to make the analysis useful and find their competitive advantage. |