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1、了解你的行業(yè)Understanding Your Industry企業(yè)名稱(chēng)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(jìng)

2、爭(zhēng)Industry Rivalry客戶(hù)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(lái)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(yíng)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(jìng)爭(zhēng);-Industry rivalry;-供應(yīng)商討價(jià)還價(jià)的能力;-Bargaining power of suppliers;-客戶(hù);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(jìng)爭(zhēng)的激烈程度行業(yè)競(jìng)爭(zhēng)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(hù)客戶(hù)Customers供應(yīng)商討價(jià)供應(yīng)商討價(jià)還價(jià)的能力還價(jià)的能力Bargaining power of suppliers客戶(hù)討價(jià)還價(jià)客戶(hù)討價(jià)還價(jià)的能力的能力Bargaining power of customers新的競(jìng)爭(zhēng)對(duì)手帶來(lái)的威脅新的競(jìng)爭(zhēng)對(duì)手帶來(lái)的威脅Threat of entry of new competitors產(chǎn)品或服務(wù)替代品帶來(lái)的威脅產(chǎn)品或服務(wù)替代品帶來(lái)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(huì)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(dòng)資金; Start-up capital; - 許可和規(guī)定 Licensing and regulation;-規(guī)模經(jīng)濟(jì)和知識(shí)積累 Economies of scale and cumulative learning;-專(zhuān)利技術(shù)、產(chǎn)品和專(zhuān)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(xiāo)網(wǎng)絡(luò) Distribution networks;-原材料來(lái)源渠道Access to raw materials;-客戶(hù)轉(zhuǎn)換成本; Customer switching costs; and-行業(yè)競(jìng)爭(zhēng) 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(jìng)爭(zhēng)可能會(huì)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(shí)到該行業(yè)極具吸引力并且盈利率很高的時(shí)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(chǎng)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(chǎng)退出的障礙大，競(jìng)爭(zhēng)對(duì)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(huì)產(chǎn)生過(guò)剩的生產(chǎn)能力，競(jìng)爭(zhēng)加劇會(huì)帶來(lái)價(jià)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(duì)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(duì)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(xiāo)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(huì)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(jìng)爭(zhēng)對(duì)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(yíng)業(yè)范圍而成為自己的供應(yīng)商嗎，就是說(shuō)，你有能力生產(chǎn)從供應(yīng)商處購(gòu)買(mǎi)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(mǎi)輛新車(chē)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(hù)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(hù)的選擇越多The more substi

23、tutes there are the more choices that customer has-替代品的市場(chǎng)供應(yīng)情況Level of availability of substitutes-替代品越多，產(chǎn)生的競(jìng)爭(zhēng)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(hù)如果選用替代品，會(huì)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(hù)轉(zhuǎn)換成本 Customer switching costs-.客戶(hù)購(gòu)買(mǎi)替代品會(huì)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(jìng)爭(zhēng).Industry Rivalry.行業(yè)競(jìng)爭(zhēng)是指行業(yè)內(nèi)競(jìng)爭(zhēng)的激烈程度Industry rivalry refers to the intensity of competition within the industry競(jìng)爭(zhēng)的激烈程度會(huì)影響贏取市場(chǎng)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(jìng)爭(zhēng)激烈，可

27、采用市場(chǎng)促銷(xiāo)活動(dòng)，如打折降價(jià)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(jìng)爭(zhēng).Industry Rivalry.涉及以下幾方面Consider the following-競(jìng)爭(zhēng)者的數(shù)量The number of competitors-競(jìng)爭(zhēng)者越多

28、，行業(yè)競(jìng)爭(zhēng)越激烈The more competitors there are the more likely that industry rivalry will be intense-市場(chǎng)成長(zhǎng)空間Market growth-如果市場(chǎng)收縮或停滯，競(jìng)爭(zhēng)會(huì)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(jìng)爭(zhēng).

29、Industry Rivalry.-客戶(hù)轉(zhuǎn)換成本Customer switching costs-如果轉(zhuǎn)換成本高，競(jìng)爭(zhēng)者會(huì)積極的舉辦促銷(xiāo)活動(dòng)，以贏取市場(chǎng)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(jìng)爭(zhēng)者會(huì)越多，競(jìng)爭(zhēng)會(huì)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(jìng)爭(zhēng).Industry Rivalry.-固定成本的范圍The extent to which costs are fixed;-固定成本越高，銷(xiāo)量就應(yīng)越大，以求保本。這會(huì)導(dǎo)致競(jìng)爭(zhēng)者狂熱的追求市場(chǎng)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(duì)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(hù). Customers.考察你的客戶(hù)關(guān)系對(duì)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(hù). Cust

33、omers.考慮以下幾點(diǎn) Consider the following-行業(yè)中直接競(jìng)爭(zhēng)者的數(shù)量 The number of direct competitors in the industry;-這關(guān)系到客戶(hù)有多少選擇，就是說(shuō)，如果有許多競(jìng)爭(zhēng)者提供同樣的產(chǎn)品，那你的客戶(hù)對(duì)你依賴(lài)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(duì)你的客戶(hù)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(hù). Customers.考慮以下幾點(diǎn) Consider the following-如果你不提供產(chǎn)品給他們，會(huì)對(duì)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(hù)轉(zhuǎn)換成本 Customer switching costs-如果客戶(hù)換用另一家供應(yīng)商，會(huì)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(hù). Customers.-客戶(hù)自己供貨的潛在能力 The potential for c

36、ustomers to backward-integrate-客戶(hù)對(duì)你的重要性 The importance of the customers custom to you- 你的客戶(hù)多還是少? Do you have few or many customers?-每個(gè)客戶(hù)對(duì)你的重要程度 How important is each customer to you?1.如果丟掉一個(gè)客戶(hù)對(duì)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(jìng)爭(zhēng)對(duì)手潛在的競(jìng)爭(zhēng)對(duì)手POTENTIAL NEW ENTRANTS1.2.3.4.5.客戶(hù)客戶(hù)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(jìng)爭(zhēng)行業(yè)競(jìng)爭(zhēng)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(yíng)要素有哪些?What are the forces operating within your industry?-完成工作手冊(cè)Please complete your workbook-每個(gè)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(duì)你最重要的要素是什么，它對(duì)你意味著什么?What is the most significant force and what does this mean for your business?-請(qǐng)完成工作表P