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1、了解你的行業(yè)Understanding Your Industry企業(yè)名稱Business NameBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition概況Overview了解你的行業(yè) Understanding Your Industry新的潛在進(jìn)入者Potential New Entrants原材料和資源供應(yīng)商Suppliers of Raw Materials & Resources產(chǎn)品或服務(wù)的替代品Substitute Products or Services行業(yè)競

2、爭Industry Rivalry客戶Customers分析你的行業(yè)Analysing Your IndustryIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition了解你的行業(yè)Understanding Your Industry了解你的行業(yè)性質(zhì)是非常重要的It is critical to understand the nature of the industry in which you operate行業(yè)分析是確定企業(yè)未來戰(zhàn)略的第一步中的一部份Industr

3、y analysis is one of the first steps in defining your future strategy包括了解企業(yè)的經(jīng)營環(huán)境和制約企業(yè)發(fā)展的要素It involves understanding the environment in which your business operates and the forces that affect your performanceIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition了解

4、你的行業(yè)Understanding Your IndustryMichael E. Porter 認(rèn)為以下5點(diǎn)是影響行業(yè)性質(zhì)的要素：According to Michael E. Porter there are 5 forces that affect the nature of your industry:-產(chǎn)品或服務(wù)的替代品-Substitute products or services; -行業(yè)競爭;-Industry rivalry;-供應(yīng)商討價還價的能力;-Bargaining power of suppliers;-客戶;以及-Customers; and-新進(jìn)入者的威脅。-Th

5、e threat of new entrants.IFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition了解你的行業(yè)Understanding Your Industry行業(yè)競爭的激烈程度行業(yè)競爭的激烈程度Level of industry rivalry between competitors原材料和原材料和資源供應(yīng)商資源供應(yīng)商Suppliers of raw materials and resources產(chǎn)品或服務(wù)的替代品產(chǎn)品或服務(wù)的替代品Substitute p

6、roducts or services潛在的進(jìn)入者潛在的進(jìn)入者Potential new entrants客戶客戶Customers供應(yīng)商討價供應(yīng)商討價還價的能力還價的能力Bargaining power of suppliers客戶討價還價客戶討價還價的能力的能力Bargaining power of customers新的競爭對手帶來的威脅新的競爭對手帶來的威脅Threat of entry of new competitors產(chǎn)品或服務(wù)替代品帶來的威脅產(chǎn)品或服務(wù)替代品帶來的威脅The threat of substitute products or servicesPorters 的五因

7、素的五因素Porters 5 ForcesIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition新的潛在進(jìn)入者.Potential New Entrants.新進(jìn)入者的威脅大小，很大程度上取決于行業(yè)進(jìn)入障礙的大小The extent of the threat of new entrants to the market is generally considered to be dependent upon the level of the “barriers to

8、entry” into the industry-行業(yè)退出壁壘也會產(chǎn)生影響Exit barriers can also have an impact你應(yīng)確定哪些是行業(yè)進(jìn)入的障礙大還是小？You need to ascertain what the barriers to entry are are they high or low?IFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition新的潛在進(jìn)入者Potential New Entrants.行業(yè)進(jìn)入的障礙包括 Ba

9、rriers to entry could include:-啟動資金; Start-up capital; - 許可和規(guī)定 Licensing and regulation;-規(guī)模經(jīng)濟(jì)和知識積累 Economies of scale and cumulative learning;-專利技術(shù)、產(chǎn)品和專利 Proprietary technology, products and patents;IFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition新的潛在進(jìn)入者Pot

10、ential New Entrants.行業(yè)進(jìn)入的障礙包括 Barriers to entry could include:-分銷網(wǎng)絡(luò) Distribution networks;-原材料來源渠道Access to raw materials;-客戶轉(zhuǎn)換成本; Customer switching costs; and-行業(yè)競爭 Industry rivalry 。IFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition新的潛在進(jìn)入者Potential New Entr

11、ants.如果行業(yè)進(jìn)入的障礙小，競爭可能會很激烈When barriers to entry are low, competition is likely to be intense-尤其當(dāng)潛在進(jìn)入者意識到該行業(yè)極具吸引力并且盈利率很高的時候Particularly if potential entrants perceive the industry to be attractive and profitability to be highIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry a

12、nd Competition新的潛在進(jìn)入者Potential New Entrants.市場退出的障礙包括:Barriers to exit could include:-資本設(shè)備處置成本;-Disposal costs of capital equipment；-行業(yè)轉(zhuǎn)變成本; -Industry switching costs; and-進(jìn)入其他行業(yè)的潛力。- Potential to enter other industries.IFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and

13、Competition新的潛在進(jìn)入者Potential New Entrants.如果市場退出的障礙大，競爭對手就不太愿意撤離原行業(yè)When barriers to exit are “high,” competitors are less likely to leave the industry-這樣行業(yè)里會產(chǎn)生過剩的生產(chǎn)能力，競爭加劇會帶來價格戰(zhàn)Therefore excess capacity will remain in the industry and price wars become more likely as businesses compete for market sha

14、reIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition原材料和資源供應(yīng)商Suppliers of Raw Materials& Resources考察你的原材料供應(yīng)商對你的影響力大小是十分重要的It is important to examine the amount of power that suppliers of raw materials and resources have in their relationship with you許多因素影

15、響這種能力This power will be the result of a number of factorsIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition原材料和資源供應(yīng)商Suppliers of Raw Materials& Resources考慮以下幾點(diǎn)Consider the following-行業(yè)中供應(yīng)商的數(shù)量The number of suppliers in the industry-少還是多?Are there few or ma

16、ny?-你能選擇和其他供應(yīng)商合作嗎?Could you choose to deal with other suppliers?IFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition原材料和資源供應(yīng)商Suppliers of Raw Materials& Resources考慮以下幾點(diǎn)Consider the following-你對你的供應(yīng)商的重要性The importance of your custom to their business-你在你的供應(yīng)商

17、的銷售份額中占的比重大嗎?Does your business account for a large proportion of their sales?-你不與供應(yīng)商合作帶給它的影響?What would happen to them if you were no longer a customer?IFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition-你的轉(zhuǎn)換成本 Your switching costs- 轉(zhuǎn)換供應(yīng)商會產(chǎn)生的成本W(wǎng)ould it cost y

18、ou anything to switch suppliers?-你有什么特殊的設(shè)備，造成你只能使用這家供應(yīng)商嗎? Have you invested in any special equipment that you can only use with this supplier?-供應(yīng)商進(jìn)一步生產(chǎn)的潛在能力 The potential for them to forward-integrate-供應(yīng)商是否很容易向前整合，從而變成你的競爭對手嗎?Could the supplier easily forward-integrate their processes and in fact be

19、come your competitor?原材料和資源供應(yīng)商Suppliers of Raw Materials& ResourcesIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition-你自己成為供應(yīng)商的潛在能力The potential for you to backward-integrate-你能擴(kuò)大營業(yè)范圍而成為自己的供應(yīng)商嗎，就是說，你有能力生產(chǎn)從供應(yīng)商處購買的產(chǎn)品嗎?Could you expand your business so that

20、you become your own supplier i.e. could you effectively produce what you are buying原材料和資源供應(yīng)商Suppliers of Raw Materials& ResourcesIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition產(chǎn)品或服務(wù)的替代品Substitute Products or Services各種形式的替代品(服務(wù)) Substitute products (or

21、 services) can take many forms-可能是明顯的，也可能是不明顯的，兩種情況都需考慮They can be obvious or subtle both categories need to be considered- 去歐洲旅游的明顯替代品是去澳大利亞；而不太明顯的替代品是買輛新車An obvious substitute for a trip to Europe may be a trip to Australia. A less obvious substitute may be a new car!替代品的存在直接影響客戶的選擇The availabilit

22、y of substitutes directly affects the number of choices available to customersIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition產(chǎn)品或服務(wù)的替代品Substitute Products or Services涉及以下方面:Consider the following:-替代品的數(shù)量The number of substitutes-替代品越多，客戶的選擇越多The more substi

23、tutes there are the more choices that customer has-替代品的市場供應(yīng)情況Level of availability of substitutes-替代品越多，產(chǎn)生的競爭越強(qiáng)The more available these substitutes are the greater the competition for the customerIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition產(chǎn)品或服務(wù)的替代品Subs

24、titute Products or Services-替代品的優(yōu)點(diǎn)The benefits of the substitute products-客戶如果選用替代品，會獲得什么額外的好處?What extra benefits would the customer receive if they purchased the substitute product?-替代品有什么優(yōu)點(diǎn)和功能?Has the substitute got extra benefits or functionality?-替代品更便宜嗎?Is the substitute cheaper?IFC-CPDFBusine

25、ss Performance Improvement Program3.2 Porter Industry Rivalry and Competition產(chǎn)品或服務(wù)的替代品Substitute Products or Services-客戶轉(zhuǎn)換成本 Customer switching costs-.客戶購買替代品會導(dǎo)致產(chǎn)生額外成本嗎?.Will the customer suffer any switching costs if they were to purchase the substitute?IFC-CPDFBusiness Performance Improvement Prog

26、ram3.2 Porter Industry Rivalry and Competition行業(yè)競爭.Industry Rivalry.行業(yè)競爭是指行業(yè)內(nèi)競爭的激烈程度Industry rivalry refers to the intensity of competition within the industry競爭的激烈程度會影響贏取市場份額的戰(zhàn)略安排The intensity of the rivalry has an impact on the types of tactics that are used in order to secure market share如果競爭激烈，可

27、采用市場促銷活動，如打折降價If rivalry is intense aggressive marketing activities such as price discounting are more likely to be usedIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition行業(yè)競爭.Industry Rivalry.涉及以下幾方面Consider the following-競爭者的數(shù)量The number of competitors-競爭者越多

28、，行業(yè)競爭越激烈The more competitors there are the more likely that industry rivalry will be intense-市場成長空間Market growth-如果市場收縮或停滯，競爭會越激烈If the market is stagnant or shrinking rivalry is likely to be more intenseIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition行業(yè)競爭.

29、Industry Rivalry.-客戶轉(zhuǎn)換成本Customer switching costs-如果轉(zhuǎn)換成本高，競爭者會積極的舉辦促銷活動，以贏取市場份額If switching costs are high, competitors will be more likely to engage in activities designed to increase their market share-行業(yè)進(jìn)入障礙 Barriers to industry entry -障礙較小，競爭者會越多，競爭會越激烈If they are relatively low, the industry wil

30、l attract more competitors and rivalry will be more intenseIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition行業(yè)競爭.Industry Rivalry.-固定成本的范圍The extent to which costs are fixed;-固定成本越高，銷量就應(yīng)越大，以求保本。這會導(dǎo)致競爭者狂熱的追求市場份額The greater the level of fixed costs, the higher

31、 the volume of sales that will be required in order to break-even. This will result in competitors aggressively chasing market share-對其他行業(yè)的興趣 Business interests in other industries -行業(yè)的容量水平Industry capacity levelsIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competi

32、tion客戶. Customers.考察你的客戶關(guān)系對你的影響力有多大，是十分重要的It is important to examine the amount of power that customers have in their relationship with you許多因素影響這種能力This power will be the result of a number of factorsIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition客戶. Cust

33、omers.考慮以下幾點(diǎn) Consider the following-行業(yè)中直接競爭者的數(shù)量 The number of direct competitors in the industry;-這關(guān)系到客戶有多少選擇，就是說，如果有許多競爭者提供同樣的產(chǎn)品，那你的客戶對你依賴性不強(qiáng) This affects the number of choices that the customer has i.e. if there are many competitors offering identical products the customers are not very dependent

34、upon you-你的產(chǎn)品或服務(wù)對你的客戶有多重要 The level of importance the product or service is to the customer;IFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition客戶. Customers.考慮以下幾點(diǎn) Consider the following-如果你不提供產(chǎn)品給他們，會對其產(chǎn)生什么影響? What would be the impact on the customer if you co

35、uld not supply the product?-客戶轉(zhuǎn)換成本 Customer switching costs-如果客戶換用另一家供應(yīng)商，會產(chǎn)生什么轉(zhuǎn)換成本嗎？If the customer used another supplier would they experience any switching costsIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition客戶. Customers.-客戶自己供貨的潛在能力 The potential for c

36、ustomers to backward-integrate-客戶對你的重要性 The importance of the customers custom to you- 你的客戶多還是少? Do you have few or many customers?-每個客戶對你的重要程度 How important is each customer to you?1.如果丟掉一個客戶對你的影響? What would happen if you lost a customer?IFC-CPDFBusiness Performance Improvement Program3.2 Porter I

37、ndustry Rivalry and Competition行業(yè)分析工作表Industry Analysis Worksheet產(chǎn)品或服務(wù)的替代品產(chǎn)品或服務(wù)的替代品SUBSTITUE PRODUCTS OR SERVICES1.2.3.4.5.潛在的競爭對手潛在的競爭對手POTENTIAL NEW ENTRANTS1.2.3.4.5.客戶客戶CUSTOMERS1.2.3.4.5.原材料和資源供應(yīng)商原材料和資源供應(yīng)商SUPPLIERS OF RAW MATERIALS & RESOURCES1.2.3.4.5.行業(yè)競爭行業(yè)競爭INDUSTRY RIVALRY1.2.3.4.5.IFC-

38、CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition了解你的行業(yè)Understanding Your Industry你的行業(yè)中經(jīng)營要素有哪些?What are the forces operating within your industry?-完成工作手冊Please complete your workbook-每個要素列出5條最重要的影響因素List the 5 most significant factors for each forceIFC-CPDFBusiness Performance Improvement Program3.2 Porter Industry Rivalry and Competition了解你的行業(yè)Understanding Your Industry對你最重要的要素是什么，它對你意味著什么?What is the most significant force and what does this mean for your business?-請完成工作表P