波特五力分析模型与应用及范文案例
Marketing作业通常会要求同学们对某一公司进行分析研究,这也就不可避免要在作业中用到很多marketing分析模型。除了前面的SWOT分析和PEST分析,还有一种很重要的分析模型就是波特五力分析(Porter‘s Five Force Analysis),相信很多同学不知道波特五力分析是什么,本文就带大家一起了解。
波特五力分析模型是迈克尔·波特(Michael Porter)于80年代初提出,对企业战略制定产生全球性的深远影响,可以有效的分析客户的竞争环境。五力分别是:供应商的议价能力、购买者的议价能力、潜在竞争者进入的能力、替代品的替代能力、行业内竞争者现在的竞争能力。五种力量的不同组合变化 最终影响行业利润潜力变化。
Competitive Rivalry竞争对手
这部分同学们要考察的是公司在市场中竞争对手的数量和实力。在竞争激烈的地方,企业可以通过积极的降价和高影响力的营销活动来吸引客户。而且,在竞争对手众多的市场上,如果公司的供应商和买家觉得公司提供的产品不划算,他们可以去别的地方。另一方面,如果竞争对手很少,没有其他人做和本公司做同样的事,那么你的公司可能会有统治行业的实力和健康和高额的利润。
Supplier Power供应商权力
公司在市场中的供应商权力取决于本公司供应商提高价格的容易程度。我们公司有多少潜在的供应商?他们提供的产品或服务有多独特,从一个供应商转到另一个供应商的成本有多高?公司可以选择的供应商越多,就越容易转向更便宜的替代品。但供应商越少,他们的地位就越强,他们向你收取更多费用的能力也就越强。这会大大影响公司的利润。
Buyer Power买方权力
在这里,同学们要进一步从公司的角度思考:对于买家来说,压低价格有多容易?公司一共有多少买家,他们的订单有多大?从公司的产品和服务转到竞争对手的产品和服务要花多少钱?公司产品的买主是否有足够的实力向你们发号施令?当公司只和少数精明的客户打交道时,他们有更多的权力,但如果公司有很多客户,你的权力就会增加。
Threat of Substitution替代威胁
在这一部分,同学们要分析的是我们的客户有没有可能找到另外一家公司来替代我。例如,如果我们公司提供一个独特的软件产品,使一个重要的过程自动化,人们可以通过手工或外包来替代它。一个简单而廉价的替代品会削弱公司的地位,威胁公司的盈利能力。
Threat of New Entry新进入公司的威胁
公司的地位会受到一些其他新进入市场的公司影响。比如说小米手机对苹果和华为手机的冲击,就是一个很好的例子。在这一部分,同学们要讨论其他公司在你的行业或市场立足有多容易?如果进入你的市场并进行有效的竞争只需要很少的资金和努力,或者你对你的关键技术没有什么保护,那么竞争对手会很快进入你的市场并削弱你的地位。
以上就是波特五力分析波形的主要内容,下面为大家带来一篇波特五力分析模型范文,这篇范文以苹果公司为原型,对苹果公司进行了五力分析,一起来看下这篇范文吧。
Apple Inc. Five Forces Analysis
(Porter’s Model)
Competitive Rivalry or Competition with Apple (Strong Force)
Companies like Samsung and LG aggressively compete with Apple. Such aggressiveness, observable in rapid innovation, aggressive advertising, and imitation, impose a strong force in the industry environment. Moreover, in terms of product differentiation, available products in the market are generally similar in fulfilling specific purposes. For example, many popular apps are available for Android and iOS devices, and cloud storage services from different companies are available to iOS users. In Porter’s Five Forces analysis model, this condition creates a strong force by making it easy for customers to switch to other sellers or providers. On the other hand, the low switching cost means that it is easy for customers to switch from Apple to other brands, based on price, function, accessibility, network externalities, and related concerns. The combination of these external factors in this part of the Five Forces analysis leads to tough competitive rivalry that is among the most significant considerations in Apple’s strategic management.
三星(Samsung)和LG等公司与苹果(Apple)展开了激烈的竞争。这种侵略性,可以在快速创新、侵略性广告和模仿中观察到,在行业环境中施加了强大的力量。此外,在产品差异化方面,市场上现有的产品在实现特定目的方面大体相似。例如,许多流行的应用程序可用于Android和iOS设备,不同公司的云存储服务可用于iOS用户。在波特的五力分析模型中,这一条件使顾客很容易转向其他销售商或供应商,从而产生了强大的力量。另一方面,较低的转换成本意味着,客户可以根据价格、功能、可访问性、网络外部性和相关问题,很容易从苹果转换到其他品牌。在五种力量分析的这一部分中,这些外部因素的结合导致了激烈的竞争,这是苹果战略管理中最重要的考虑因素之一。
Bargaining Power of Apple’s Customers/Buyers (Strong Force)
It is easy for customers to change brands, thereby making them powerful in compelling companies like Apple to ensure customer satisfaction. On the other hand, each buyer’s purchase is small compared to the company’s total revenues. Porter’s Five Forces framework indicates that this condition makes customers weak at the individual level. However, the availability of detailed comparative information about competing products’ features empowers buyers to shift from one provider to another. This external factor enables buyers to exert a strong force on Apple and other brands. Thus, this part of the Five Forces analysis shows that Apple must include the bargaining power of buyers or customers as one of the most significant strategic variables in the business.
顾客很容易改变品牌,从而使他们在像苹果这样的有吸引力的公司中变得强大,以确保顾客满意。另一方面,与公司总收入相比,每个买家的购买量都很小。波特的五种力量框架表明,这种情况使客户在个人层面上处于弱势。然而,有关竞争产品特性的详细比较信息的可用性使购买者能够从一个供应商转移到另一个供应商。这一外部因素使买家能够对苹果和其他品牌施加强大的影响力。因此,五力分析的这一部分表明,苹果必须将买家或客户的议价能力作为企业最重要的战略变量之一。
Bargaining Power of Apple’s Suppliers (Weak Force)
The global size of its supply chain allows Apple Inc. to access many suppliers around the world. In Porter’s Five Forces analysis context, the resulting high number of suppliers is an external factor that presents only a weak to moderate force against the company. In relation, the moderate to high overall supply of inputs, such as semiconductors, makes individual suppliers weak in imposing their demands on firms like Apple. Also, the ratio of firm concentration to supplier concentration further limits suppliers’ power and influence in the industry. This external factor reflects the presence of a small number of big companies like Apple and Samsung, in contrast to a larger number of medium-sized and big suppliers. Thus, this part of the Five Forces analysis shows that the bargaining power of suppliers is a minor issue in developing Apple Inc.’s strategies for supply chain management, value chain effectiveness, innovation, and industry leadership.
供应链的全球规模使苹果公司能够接触到世界各地的许多供应商。在波特的五力分析背景下,由此产生的大量供应商是一个外部因素,只对公司表现出弱到中等的力量。相对而言,半导体等投入品的总体供应从中到高,使得个别供应商在向苹果等公司施加需求方面表现疲弱。同时,企业集中度与供应商集中度的比值进一步限制了供应商在行业中的权力和影响力。这一外部因素反映了苹果、三星等少数大公司的存在,而中型和大型供应商数量较多。因此,五种力量分析的这一部分表明,供应商的讨价还价能力是苹果公司制定供应链管理、价值链有效性、创新和行业领先战略的一个次要问题。
Threat of Substitutes or Substitution (Weak Force)
Some substitutes to Apple products are readily available in the market. For example, instead of using iPhones, people can use digital cameras to take pictures, and landline telephones to make calls. In Porter’s Five Forces analysis model, this external factor exerts a moderate force in the industry environment. However, these substitutes have low performance because they have limited features. Many customers would rather use Apple products based on convenience and advanced functions. This condition makes substitution a weak force in impacting the company’s business. Also, buyers have a low propensity to substitute. For instance, customers would rather use smartphones than go through the hassle of buying and maintaining a digital camera, a cellular phone, and other devices. This part of the Five Forces analysis shows that Apple does not need to prioritize the threat of substitution, specifically in management decisions in business processes like marketing, market positioning, and product design and development.
苹果产品的一些替代品在市场上很容易买到。例如,人们可以用数码相机拍照,用固定电话打电话,而不是用iphone。在波特的五力分析模型中,这一外部因素在产业环境中发挥了适度的作用。然而,这些替代品的性能较低,因为它们的功能有限。许多客户宁愿使用基于便利性和高级功能的苹果产品。这种情况使得替代成为影响公司业务的一股微弱力量。此外,买家的替代倾向也很低。例如,客户宁愿使用智能手机,也不愿经历购买和维护数码相机、手机和其他设备的麻烦。五力分析的这一部分表明,苹果不需要优先考虑替代威胁,特别是在营销、市场定位、产品设计和开发等业务流程中的管理决策。
Threat of New Entrants or New Entry (Moderate Force)
Establishing a business to compete against firms like Apple Inc. requires high capitalization. Also, it is extremely costly to develop a strong brand to compete against large companies like Apple. These external factors make new entrants weak. However, there are large firms with the financial capacity to enter the market. For example, Google has already done so through products like Nexus smartphones. Samsung also used to be a new entrant. These examples show that there are large companies that have the potential to directly compete against Apple Inc. Thus, the overall threat of new entry is moderate. This part of the Five Forces analysis shows that Apple must maintain its competitive advantage through innovation and marketing to remain strong against new entrants’ moderate competitive force.
建立一个与苹果公司(Apple Inc.)这样的公司竞争的企业需要高资本。此外,开发一个强大的品牌来与苹果这样的大公司竞争,成本极其高昂。这些外部因素使新进入者变得软弱。然而,也有一些大公司具备进入市场的财务能力。例如,谷歌已经通过Nexus智能手机等产品做到了这一点。三星也曾经是一个新的进入者。这些例子表明,有些大公司有可能直接与苹果公司竞争,因此,新进入的总体威胁是温和的。这一部分的五力分析表明,苹果必须通过创新和营销来保持竞争优势,才能在新进入者的适度竞争中保持强大。
以上就是致远教育为大家带来的波特五力分析模型的主要内容以及范文案例全部内容,希望对不知道波特五力模型是什么的同学们有所帮助。