產業競爭要素分析講述(ppt 18)

Objectives目的
Introduce the concept of structural analysis as a framework for understanding the fundamental forces of competition in an industry
介紹行業競爭要素分析的結構性框架
Learning you and your channel’s conditions more Efficiently and Accurately
更準確、有效地理解相關公司及渠道狀況
Agenda議程
The myths about competition environment
有關競爭環境的誤區
5 structural determinants of the intensity of competition
5種行業競爭要素
Myths 誤區
Myth1: Competition locates only inside the industry
誤區1：競爭隻存在於行業公司之間
Reality: Competition locates everywhere—Suppliers/Co-workers/Co-operators/…
現實：競爭來自於一切相關者：供應商、同事、合作者
Myth2: Customer is God
誤區2： 顧客就是上帝
Costomer is your co-competitior
現實：顧客是“ 合作競爭者”
The Real Environment 真實的環境
5 Driving Forces of Industry Competition
5種產業競爭的驅動因素
Threat of Entry
進入威脅
Rivalry Among Existing Firms
現有的業內競爭
Bargaining Power of Suppliers
供應方的侃價實力
Bargaining Power of Buyers
需求方的侃價實力
Threat of Substitute Products/Services
替代威脅
Barriers to Entry進入壁壘
Economies of Scale規模經濟
Product of Differentiation產品歧異性
Capital Requirements資金要求
Switching Costs轉換成本
Access to Distribution Channels渠道到達

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