SWOT分析法

中文字数:3022,中文页数:3  英文字数:2051页数:4

 S.W.O.T. Analysis
Wee Chow Hou
Ⅰ. Introduction
 SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.
 The usefulness of SWOT analysis is not limited to profit-seeking organizations. SWOT analysis may be used in any decision-making situation when a desired end-state (objective) has been defined. Examples include: non-profit organizations, governmental units, and individuals. SWOT analysis may also be used in pre-crisis planning and preventive crisis management. SWOT analysis may also be used in creating a recommendation during a viability study.
 In modern strategic management and planning, SWOT analysisis a widely known diagnostic tool. SWOT analysis refers to understanding the strength and weakness of the competitors relative to oneself, and realising the opportunities and threats that the environment may impact on one's business. Interestingly, SWOT analysis was already advocated by Sun Tzu more than 2,000 years ago when he said :

SWOT分析法
黄昭虎
一、导言
 SWOT分析法即强弱机危综合分析法，是一个项目和工商业衡量优势、劣势、机会和威胁的战略计划。用以在制定企业的发展战略前对企业进行深入全面的分析以及竞争优势的定位。
 SWOT分析法的用途不只是局限于寻找利益的组织。SWOT分析法还可能用于做决策的机构。例如包括非营利机构、政府机构和个体经营者。SWOT分析法还可能用于威胁的预防计划和管理。SWOT分析法也可能用于对于可行性研究的分析和研究。
 在现代的战略管理和规划中，SWOT分析是一个众所周知的诊断工具。SWOT指的是摸清对手相对于自己的强处(Strengths)和弱点(Weakness)，并掌握企业在这样的环境下，有什么机会(Opportunities)和威胁(Threats)。有趣的是，早在2000多年以前，孙子就主张要做SWOT分析了。他说：
　　知彼知已，胜乃不殆；
　　知天知地，胜乃不穷。
　　说实在的，“知己知彼”很可能是《孙子兵法》中最脍炙人口的一句话，也最常被引用。连毛泽东都说过要“知己知彼，百战百胜”。过去日本有很多武士，也特别喜欢引用孙子的这个讲法。
　　我到全世界各地跟执行人员讲课，则多次用它来辩论，说一般所讲的SWOT分析法，并不是西方世界的现代“发明”，而是源自2000多年以前的中国。唯一可惜的，是中国人并没有充分运用孙子这句话的智慧。让我来解释。
　　“知彼知已”等于是了解本身相对于敌人的强处和弱点（在商业环境中，敌人就是竞争对手）。同样的，“知天知地”等于是了解环境所设下的机会和威胁。它们是外在，无法控制的因素。

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