产业竞争要素分析讲述(ppt 18)

Objectives目的
Introduce the concept of structural analysis as a framework for understanding the fundamental forces of competition in an industry
介绍行业竞争要素分析的结构性框架
Learning you and your channel’s conditions  more Efficiently and Accurately
更准确、有效地理解相关公司及渠道状况
Agenda议程
The myths about competition environment
有关竞争环境的误区
5 structural determinants of the intensity of competition
5种行业竞争要素
Myths 误区
Myth1: Competition locates only inside the industry
误区1：竞争只存在于行业公司之间
Reality: Competition locates everywhere—Suppliers/Co-workers/Co-operators/…
现实：竞争来自于一切相关者：供应商、同事、合作者
Myth2: Customer is God
误区2： 顾客就是上帝
Costomer is your co-competitior
现实：顾客是“   合作竞争者”
The Real Environment 真实的环境
5 Driving Forces of Industry Competition
5种产业竞争的驱动因素
Threat of Entry
进入威胁
Rivalry Among Existing Firms
现有的业内竞争
Bargaining Power of Suppliers
供应方的侃价实力
Bargaining Power of Buyers
需求方的侃价实力
Threat of Substitute Products/Services
替代威胁
Barriers to Entry进入壁垒
Economies of Scale规模经济
Product of Differentiation产品歧异性
Capital Requirements资金要求
Switching Costs转换成本
Access to Distribution Channels渠道到达

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