企業內部實力研究(ppt 22頁)

企業內部實力研究目錄：
1、競爭對手研究
2、自己研究

企業內部實力研究內容提要：
(1)如何識別競爭對手
其他企業如何定義其市場範圍的？
其他企業所提供的產品或服務與本企業所提供的價值相似性如何？
其他企業在本產業是如何行動的？
How do other firms define the scope of their market?
How similar are the benefits the customers derive from the products and services that other firms offer?
How committed are other firms to the industry?
(2)識別潛在的競爭對手
雖不本產業但可特別便宜地克服進入壁壘者；
在本產業經營具有明顯的協同效應者；
進入本產業競爭是其公司戰略的自然延伸者；
前向一體化的供方或後向一體化的買方。
Firms not in the industry but who could overcome entry barriers particularly cheaply;
firms for whom there is obvious synergy from being in the industry;
firms for whom competing in the industry is an obvious extension of the corporate strategy;
customers or suppliers who may integrate backward or forward .
(3)識別對手的常見錯誤
過分重視現有的和已知的對手而給潛在的入侵者不充分的注意；
過分重視大對手而忽視小者；
忽視國際競爭者；
假設其他公司繼續采取與過去一樣的行動；
Overemphasizing current and known competitors while giving inadequate attention to potential entrants.
Overemphasizing large competitors while ignoring small ones.
Overlooking potential international competitors.
Assuming that companies will continue to behave the same as in the past.

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