某咨询管理咨询工具方法讲义

了解你的行业

UnderstandingYourIndustry[企业名称][BusinessName]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

AnalysingYourIndustryIFC-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

ItinvolvesunderstandingtheenvironmentinwhichyourbusinessoperatesandtheforcesthataffectyourperformanceIFC-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.IFC-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…IFC-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?IFC-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;IFC-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。IFC-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

ParticularlyifpotentialentrantsperceivetheindustrytobeattractiveandprofitabilitytobehighIFC-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.IFC-CPDF新的的潜潜在在进进入入者者PotentialNewEntrants...如果果市市场场退退出出的的障障碍碍大大，，竞竞争争对对手手就就不不太太愿愿意意撤撤离离原原行行业业Whenbarrierstoexitare“high,””competitorsarelesslikelytoleavetheindustry这样行业里会会产生过剩的的生产能力，，竞争加剧会会带来价格战战Thereforeexcesscapacitywillremainintheindustryandpricewarsbecomemorelikelyas businessescompeteformarketshareIFC-CPDF原材料和资源源供应商…SuppliersofRawMaterials&Resources…考察你的原材材料供应商对对你的影响力力大小是十分分重要的Itisimportanttoexaminetheamountofpowerthatsuppliersofrawmaterialsandresourceshaveintheirrelationshipwithyou许多因素影响响这种能力ThispowerwillbetheresultofanumberoffactorsIFC-CPDF原材料和资源源供应商…SuppliersofRawMaterials&Resources…考虑以下几点点…Considerthefollowing…行业中供应商商的数量Thenumberofsuppliersintheindustry少还是多?Aretherefewormany?你能选择和其其他供应商合合作吗?Couldyouchoosetodealwithothersuppliers?IFC-CPDF原材料和资源源供应商…SuppliersofRawMaterials&Resources…考虑以下几点点…Considerthefollowing…你对你的供应应商的重要性性Theimportanceofyourcustomtotheirbusiness你在你的供应应商的销售份份额中占的比比重大吗?Doesyourbusinessaccountforalargeproportionoftheirsales?你不与供应商商合作带给它它的影响?Whatwouldhappentothemifyouwerenolongeracustomer?IFC-CPDF你的转换成本本Yourswitchingcosts转换供应商会会产生的成本本Woulditcostyouanythingtoswitchsuppliers?你有什么特殊殊的设备，造造成你只能使使用这家供应应商吗?Haveyouinvestedinanyspecialequipmentthatyoucanonlyusewiththissupplier?供应商进一步步生产的潜在在能力Thepotentialforthemtoforward-integrate供应商是否很很容易向前整整合，从而变变成你的竞争争对手吗?Couldthesuppliereasilyforward-integratetheirprocessesandinfactbecomeyourcompetitor?原材料和资源源供应商…SuppliersofRawMaterials&Resources…IFC-CPDF你自己成为供供应商的潜在在能力Thepotentialforyoutobackward-integrate你能扩大营业业范围而成为为自己的供应应商吗，就是是说，你有能能力生产从供供应商处购买买的产品吗?Couldyouexpandyourbusinesssothatyoubecomeyourownsupplieri.e.couldyoueffectivelyproducewhatyouarebuying原材料和资源源供应商…SuppliersofRawMaterials&Resources…IFC-CPDF产品或服务的的替代品…SubstituteProductsorServices…各种形式的替替代品(服务务)Substituteproducts(orservices)cantakemanyforms可能是明显的的，也可能是是不明显的，，两种情况都都需考虑Theycanbeobviousorsubtle–bothcategoriesneedtobeconsidered去欧洲旅游的的明显替代品品是去澳大利利亚；而不太太明显的替代代品是买辆新新车AnobvioussubstituteforatriptoEuropemaybeatriptoAustralia.Alessobvioussubstitutemaybeanewcar!替代品的存在在直接影响客客户的选择TheavailabilityofsubstitutesdirectlyaffectsthenumberofchoicesavailabletocustomersIFC-CPDF产品或服务的的替代品…SubstituteProductsorServices…涉及以下方面面:Considerthefollowing:替代品的数量量Thenumberofsubstitutes替代品越多，，客户的选择择越多Themoresubstitutestherearethemorechoicesthatcustomerhas替代品的市场场供应情况Levelofavailabilityofsubstitutes替代品越多，，产生的竞争争越强ThemoreavailablethesesubstitutesarethegreaterthecompetitionforthecustomerIFC-CPDF产品或服务的的替代品…SubstituteProductsorServices…替代品的优点点Thebenefitsofthesubstituteproducts客户如果选用用替代品，会会获得什么额额外的好处?Whatextrabenefitswouldthecustomerreceiveiftheypurchasedthesubstituteproduct?替代品有什么么优点和功能能?Hasthesubstitutegotextrabenefitsorfunctionality?替代品更便宜宜吗?Isthesubstitutecheaper?IFC-CPDF产品或服务的的替代品…SubstituteProductsorServices…客户转换成本本Customerswitchingcosts.客户购买替代代品会导致产产生额外成本本吗?.Willthecustomersufferanyswitchingcostsiftheyweretopurchasethesubstitute?IFC-CPDF行业竞争...IndustryRivalry...行业竞争是指指行业内竞争争的激烈程度度Industryrivalryreferstotheintensityofcompetitionwithintheindustry竞争的激烈程程度会影响赢赢取市场份额额的战略安排排Theintensityoftherivalryhasanimpactonthetypesoftacticsthatareusedinordertosecuremarketshare如果竞争激烈烈，可采用市市场促销活动动，如打折降降价IfrivalryisintenseaggressivemarketingactivitiessuchaspricediscountingaremorelikelytobeusedIFC-CPDF行业竞争...IndustryRivalry...涉及以下几方方面…Considerthefollowing…竞争者的数量量Thenumberofcompetitors竞争者越多，，行业竞争越越激烈Themorecompetitorstherearethemorelikelythatindustryrivalrywillbeintense市场成长空间间Marketgrowth如果市场收缩缩或停滞，竞竞争会越激烈烈IfthemarketisstagnantorshrinkingrivalryislikelytobemoreintenseIFC-CPDF行业竞争...IndustryRivalry...客户转换成本本Customerswitchingcosts如果转换成本本高，竞争者者会积极的举举办促销活动动，以赢取市市场份额Ifswitchingcostsarehigh,competitorswillbemorelikelytoengageinactivitiesdesignedtoincreasetheirmarketshare行业进入障碍碍Barrierstoindustryentry障碍较小，竞竞争者会越多多，竞争会越越激烈Iftheyarerelativelylow,theindustrywillattractmorecompetitorsandrivalrywillbemoreintenseIFC-CPDF行业竞争..IndustryRivalry...固定成本的范范围Theextenttowhichcostsarefixed;固定成本越高高，销量就应应越大，以求求保本。这会会导致竞争者者狂热的追求求市场份额Thegreatertheleveloffixedcosts,thehigherthevolumeofsalesthatwillberequiredinordertobreak-even.Thiswillresultincompetitorsaggressivelychasingmarketshare对其他行业的的兴趣Businessinterestsinotherindustries行业的容量水水平IndustrycapacitylevelsIFC-CPDF客户...Customers...考察你的客户户关系对你的的影响力有多多大，是十分分重要的Itisimportanttoexaminetheamountofpowerthatcustomershaveintheirrelationshipwithyou许多因素影响响这种能力ThispowerwillbetheresultofanumberoffactorsIFC-CPDF客户...Customers...考虑以下几点点…Considerthefollowing…行业中直接竞竞争者的数量量Thenumberofdirectcompetitorsintheindustry;这关系到客户户有多少选择择，就是说，，如果有许多多竞争者提供供同样的产品品，那你的客客户对你依赖赖性不强Thisaffectsthenumberofchoicesthatthecustomerhasi.e.iftherearemanycompetitorsofferingidenticalproductsthecustomersarenotverydependentuponyou你的产品或服服务对你的客客户有多重要要Thelevelofimportancetheproductorserviceistothecustomer;IFC-CPDF客户...Customers...考虑以下几点点…Considerthefollowing…如果你不提供供产品给他们们，会对其产产生什么影响响?Whatwouldbetheimpactonthecustomerifyoucouldnotsupplytheproduct?客户转换成本本Customerswitchingcosts如果客户换用用另一家供应应商，会产生生什么转换成成本吗？IfthecustomerusedanothersupplierwouldtheyexperienceanyswitchingcostsIFC-CPDF客户...Customers...客户自己供货货的潜在能力力Thepotentialforcustomerstobackward-integrate客户对你的重重要性Theimportanceofthecustomer’’scustomtoyou你的客户多还还是少?Doyouhavefewormanycustomers?每个客户对你你的重要程度度Howimportantiseachcustomertoyou?如果丢掉一个个客户对你的的影响?Whatwouldhappenifyoulostacustomer?IFC-CPDF行业分析工作作表…IndustryAnalysisWorksheet…产品或服务的替代品SUBSTITUEPRODUCTSORSERVICES1.2.3.4.5.潜在的竞争对手POTENTIALNEWENTRANTS1.2.3.4.5.客户CUSTOMERS1.2.3.4.5.原材料和资源供应商SUPPLIERSOFRAWMATERIALS&RESOURCES1.2.3.4.5.行业竞争INDUSTRYRIVALRY1.2.3.4.5.IFC-CPDF了解你的行业业…UnderstandingYourIndustry…你的行业中经经营要素有哪哪些?Whataretheforcesoperatingwithinyourindustry?完成工作手册册Pleasecompleteyourworkbook每个要素列出出5条最重要要的影响因素素Listthe5mostsignificantfactorsforeachforceIFC-CPDF了解你的行业业…UnderstandingYourIndustry…对你最重要的的要素是什么么，它对你意意味着什么?Whatisthemostsignificantforceandwhatdoesthismeanforyourbusiness?请完成工作表表PleasecompleteyourworkbookIFC-CPDF战略…Strategy…战略的制定应应在对行业了了解的基础上上进行Strategydevelopmentshouldbeginwithfirstunderstandingyourindustry一旦你了解了了你的行业，，就可以针对对最重要的要要素来制定战战略OnceyouunderstandtheindustryforcesyoushouldfocusyourstrategyondealingwiththemostsignificantforceIFC-CPDF总结...InSummary...第一步:分析替代品的的潜在盈利能能力Step1:Analysetheprofitpotentialofalternativesegments第二步:面对利润压缩缩准确定位Step2:Positionyourselfagainsttheprofitsqueeze第三步:顺应市场潮流流Step3:AnticipatethemarkettrendsIFC-CPDF总结...InSummary...第四步:制定切实的目目标Step4:Developarealisticmission第五步:将战略与具体体的活动、工工作联系起来来Step5:Linkthestrategytoyourspecificactivitiesandjobs第六步:在实践中学习习－正确估量量、管理好你你的企业，随随 时根据需需要修正战略略Step6:Learnalongtheway-measureandmanageyourbusiness,adjustingyourstrategyasrequiredIFC-CPDF本书信息基于于MichaelE.Porter在《竞争的战略略：分析你你和行业和竞竞争对手的技技巧》言论，，1998中的的理理论论TheinformationinthisworkbookisbasedontheworkofMichaelE.Porterinhisbook,““CompetitiveStrategy:TechniquesforAnalysingIndustriesandCompetitors,””FreePress,1998.9、静夜夜四无无邻，，荒居居旧业业贫。。。12月月-2212月月-22Wednesday,December14,202210、雨中黄叶叶树，灯下下白头人。。。01:02:1001:02:1001:0212/14/20221:02:10AM11、以我我独沈沈久，，愧君君相见见频。。。12月月-2201:02:1001:02Dec-2214-Dec-2212、故人人江海海别，，几度度隔山山川。。。01:02:1001:02:1001:02Wednesday,December14,202213、乍见翻疑梦梦，相悲各问问年。。12月-2212月-2201:02:1001:02:10December14,202214、他乡生白白发，旧国国见青山。。。14十二二月20221:02:10上上午01:02:1012月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。。十二月月221:02上上午午12月月-2201:02December14,202216、行动动出成成果，，工作作出财财富。。。2022/12/141:02:1001:02:1014December202217、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。1:02:10上午1:02上上午01:02:1012月-229、没有失败，，只有暂时停停止成功！。。12月-2212月-22Wednesday,December14,202210、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。01:02:1001:02:1001:0212/14/20221:02:10AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。12月月-2201:02:1001:02Dec-2214-Dec-2212、世间间成事事，不不求其其绝对对圆满满，留留一份份不足足，可可得无无限完完美。。。01:02:1001:02:1001:02Wednesday,December14,202213、不知香积积寺，数里里入云峰。。。12月-2212月-2201:02:1001:02:10December14,202214、意志坚强的的人能把世界界放在手中像像泥块一样任任意揉捏。14十二月月20221:02:10上午01:02:1012月-2215、楚塞三湘