如何进行有效的SWOT分析
How to Conduct an Effective SWOT Analysis
591字
2019-12-13 15:24
63阅读
火星译客

A SWOT analysis helps you identify the strengths and weaknesses in your company as well as the opportunities and threats your business faces from the outside. To make your analysis effective, involve various members of your management team so finance, marketing, operations and production are all represented. Once you conduct your SWOT analysis, prioritize the factors in each section so you know where to make changes, eliminate threats or use advantages to further solidify your presence in the market.

       SWOT分析可帮助您明确公司的优势和劣势、以及外部面临的机遇和威胁。 一次有效的分析需要管理团队的多个成员包括财务、市场营销、运营和生产都参与其中。 在您完成SWOT分析后,请对每个板块中的因素进行优先排序,以便知道哪些方面需要进行改进、哪些威胁需要消除,或者在未来哪些优势可以利用以进一步巩固公司在市场中的地位。

1. Review the internal strengths of your company by looking at what you can control. Identify what your company does better than competitors, such as the way you deliver services or the benefits your products offer. Look at the advantages your product or service offers compared to competitors. Evaluate the resources your company has access to, such as an office large enough to house more employees or an experienced sales or management team. Other strengths might include integrated software that helps you book appointments and fulfill orders or an effective marketing plan that converts prospects into paying customers.

       1. 通过查看可以掌控的方面来发现公司的内部优势。请确认您的公司在哪些方面比竞争者做得更好,比如您提供服务的方式或者您的产品所能提供的好处;请找出相对于竞争者,您提供产品或服务的优势;请分析您公司的资源优势,比如一间足以容纳更多员工或者资深销售人员再或者管理团队的办公室。其它方面的优势可以包括能够帮助您确立订单和执行订单的组合软件,或者一个可将潜在客户转化为真实客户的有效营销计划。

2. List the weaknesses your business experiences internally that negatively affect or limit your company's success. Weaknesses may consist of a lack of effective marketing or a customer service department that needs improvement. Look at the resources you lack, such as updated accounting software that makes it easier to handle accounts payable and receivable or a thorough marketing plan that assigns responsibility for each strategy. Review your financial statements to determine where you're losing money in your business.

       2.  列出您公司内部经历过的产生了负面影响或者限制了公司成功的劣势。这些劣势可能包括缺乏有效的营销手段,或者需要改进的客服部门。您可以检查确认您缺少的资源,例如一套可以帮助您更加轻松处理应付账款和应收账款的新的会计软件,或者针对每个策略的详细营销计划。另外,请检查您的财务报表,以确定您业务具体亏损之处。

3. Outline the opportunities your business needs to take advantage of to increase customer loyalty, improve cash flow or become more productive. Research trends related to your industry that suggest growth opportunities. Look at new markets that represent opportunities to find new customers or to segment your market. Review local, state and federal regulations to see how they affect your business in a positive way. Take a look at the strengths you outlined in your SWOT analysis to see if any of those points represent opportunities you can turn into an outside advantage, such as using a strong sales force to go after new markets.

       3. 列出贵公司需要抓住哪些机会,以加强客户忠诚度、改善现金流或者提高生产力。请仔细研究您所在行业能够带来增长机会的趋势;也可以在新的市场寻找新的客户或者细分市场;仔细阅读地方、州以及联邦法规,研究他们如何为您的业务提供积极地帮助。同时,请结合在SWOT分析中您的优势,来看是否有将其转化为外部优势的可能性,比如利用自身强大的销售能力开发新市场。

4. Evaluate the outside threats your company faces that make your business vulnerable. Threats may come from new trends in the marketplace that make your product or service less desirable or from advances in technology that your company does not yet incorporate into its operations. Competitors offering similar products or services represent another threat, especially if they compete with you directly.

       4. 评估会让公司面临的可能削弱自己的外部威胁。这些威胁可能来自于让您的产品或服务不再那么受欢迎的市场新趋势,也可能来自于您的公司尚未采用的新技术。提供类似产品或服务的竞争对手特别是直接竞争对手对您也是另一重威胁。

Tip

温馨提示

  • You may want to evaluate your company's strengths by breaking them down into specific areas, such as financial, management, production or marketing.

       您可以通过细化板块(财务、管理、生产或者营销等)来分析公司的优势。

Warning

警告

  • Don't apply general statements where specifics are available or desirable, such as explaining your company's growth in sales in dollars or percentages, rather than saying they increased last year. This helps you get more specific about using the SWOT analysis to make adjustments to meet your company's overall goals.

       不要在已经有或者要求有具体细节的情况下仍然使用总体性陈述。例如,请不要仅仅说贵公司的销售额去年增长了,建议以增长的美元金额或者比例来描述销售额的增加。 这可以帮助您更细致的了解如何使用SWOT分析,进而为实现公司总体目标而做出调整。

About the Author

关于作者

Nancy Wagner is a marketing strategist and speaker who started writing in 1998. She writes business plans for startups and established companies and teaches marketing and promotional tactics at local workshops. Wagner's business and marketing articles have appeared in "Home Business Journal," "Nation's Business," "Emerging Business" and "The Mortgage Press," among others. She holds a B.S. from Eastern Illinois University.

       南希·瓦格纳(Nancy Wagner)是一位营销策略家和演讲家。她从1998年就开始写作,她为初创公司和老牌成名公司撰写商业计划,也在地方工作室教授市场营销以及推广策略。瓦格纳撰写的商业和营销方面的文章曾在《家庭企业期刊》、《民族商业》、《新兴业务》以及《贷款新闻》等杂志上发表。同时,她拥有东伊利诺大学的学士学位。

0 条评论
评论不能为空