毕博-管理咨询工具方法_PorterIndustryRivalryand

了解你的行业UnderstandingYourIndustry[企业名称][BusinessName]BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF概况…Overview…了解你的行业UnderstandingYourIndustry新的潜在进入者PotentialNewEntrants原材料和资源供应商SuppliersofRawMaterials&Resources产品或服务的替代品SubstituteProductsorServices行业竞争IndustryRivalry客户Customers分析你的行业AnalysingYourIndustryBusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF了解你的行业…UnderstandingYourIndustry…了解你的行业性质是非常重要的Itiscriticaltounderstandthenatureoftheindustryinwhichyouoperate行业分析是确定企业未来战略的第一步中的一部份Industryanalysisisoneofthefirststepsindefiningyourfuturestrategy包括了解企业的经营环境和制约企业发展的要素ItinvolvesunderstandingtheenvironmentinwhichyourbusinessoperatesandtheforcesthataffectyourperformanceBusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF了解你的行业…UnderstandingYourIndustry…MichaelE.Porter认为以下5点是影响行业性质的要素：AccordingtoMichaelE.Porterthereare5forcesthataffectthenatureofyourindustry:-产品或服务的替代品-Substituteproductsorservices;-行业竞争;-Industryrivalry;-供应商讨价还价的能力;-Bargainingpowerofsuppliers;-客户;以及-Customers;and-新进入者的威胁。-Thethreatofnewentrants.BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF了解你的行业…UnderstandingYourIndustry…行业竞争的激烈程度Levelofindustryrivalrybetweencompetitors原材料和资源供应商Suppliersofrawmaterialsandresources产品或服务的替代品Substituteproductsorservices潜在的进入者Potentialnewentrants客户Customers供应商讨价还价的能力Bargainingpowerofsuppliers客户讨价还价的能力Bargainingpowerofcustomers新的竞争对手带来的威胁Threatofentryofnewcompetitors产品或服务替代品带来的威胁ThethreatofsubstituteproductsorservicesPorters的五因素…Porters5Forces…BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF新的潜在进入者...PotentialNewEntrants...新进入者的威胁大小，很大程度上取决于行业进入障碍的大小Theextentofthethreatofnewentrantstothemarketisgenerallyconsideredtobedependentuponthelevelofthe“barrierstoentry”intotheindustry-行业退出壁垒也会产生影响Exitbarrierscanalsohaveanimpact你应确定哪些是行业进入的障碍－大还是小？Youneedtoascertainwhatthebarrierstoentryare–aretheyhighorlow?BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF新的潜在进入者…PotentialNewEntrants...行业进入的障碍包括Barrierstoentrycouldinclude:-启动资金;Start-upcapital;-许可和规定Licensingandregulation;-规模经济和知识积累Economiesofscaleandcumulativelearning;-专利技术、产品和专利Proprietarytechnology,productsandpatents;BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF新的潜在进入者…PotentialNewEntrants...行业进入的障碍包括Barrierstoentrycouldinclude:-分销网络Distributionnetworks;-原材料来源渠道Accesstorawmaterials;-客户转换成本;Customerswitchingcosts;and-行业竞争Industryrivalry。BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF新的潜在进入者…PotentialNewEntrants...如果行业进入的障碍小，竞争可能会很激烈Whenbarrierstoentryare‘low’,competitionislikelytobeintense-尤其当潜在进入者意识到该行业极具吸引力并且盈利率很高的时候ParticularlyifpotentialentrantsperceivetheindustrytobeattractiveandprofitabilitytobehighBusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF新的潜在进入者PotentialNewEntrants...市场退出的障碍包括:Barrierstoexitcouldinclude:-资本设备处置成本;-Disposalcostsofcapitalequipment；-行业转变成本;-Industryswitchingcosts;and-进入其他行业的潜力。-Potentialtoenterotherindustries.BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF新的潜在进入者PotentialNewEntrants...如果市场退出的障碍大，竞争对手就不太愿意撤离原行业Whenbarrierstoexitare“high,”competitorsarelesslikelytoleavetheindustry-这样行业里会产生过剩的生产能力，竞争加剧会带来价格战ThereforeexcesscapacitywillremainintheindustryandpricewarsbecomemorelikelyasbusinessescompeteformarketshareBusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF原材料和资源供应商…SuppliersofRawMaterials&Resources…考察你的原材料供应商对你的影响力大小是十分重要的Itisimportanttoexaminetheamountofpowerthatsuppliersofrawmaterialsandresourceshaveintheirrelationshipwithyou许多因素影响这种能力ThispowerwillbetheresultofanumberoffactorsBusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF原材料和资源供应商…SuppliersofRawMaterials&Resources…考虑以下几点…Considerthefollowing…-行业中供应商的数量Thenumberofsuppliersintheindustry-少还是多?Aretherefewormany?-你能选择和其他供应商合作吗?Couldyouchoosetodealwithothersuppliers?BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF原材料和资源供应商…SuppliersofRawMaterials&Resources…考虑以下几点…Considerthefollowing…-你对你的供应商的重要性Theimportanceofyourcustomtotheirbusiness-你在你的供应商的销售份额中占的比重大吗?Doesyourbusinessaccountforalargeproportionoftheirsales?-你不与供应商合作带给它的影响?Whatwouldhappentothemifyouwerenolongeracustomer?BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF-你的转换成本Yourswitchingcosts-转换供应商会产生的成本Woulditcostyouanythingtoswitchsuppliers?-你有什么特殊的设备，造成你只能使用这家供应商吗?Haveyouinvestedinanyspecialequipmentthatyoucanonlyusewiththissupplier?-供应商进一步生产的潜在能力Thepotentialforthemtoforward-integrate-供应商是否很容易向前整合，从而变成你的竞争对手吗?Couldthesuppliereasilyforward-integratetheirprocessesandinfactbecomeyourcompetitor?原材料和资源供应商…SuppliersofRawMaterials&Resources…BusinessPerformanceImprovementProgram3.2PorterIndustryRivalryandCompetitionIFC-CPDF-你自己成为供应商的潜在能力Thepotentialfo