P25 SWOT + 市场图
法律史那一书太干燥了。现在在转本商业…虽然还是玄学，但还是比较接地气咯喂。
P25
Albert Humphrey
he invented SOFT analysis: “what is good in the present is Satisfactory, good in the future is an Opportunity; bad in the present is a Fault, and bad in the future is a Threat.” Fault was later softened to the more acceptable Weaknesses, and Satisfactory became Strengths. The now-ubiquitous acronym SWOT was born.
他发明了SOFT分析法。"现在好的是满意，未来好的是机会；现在不好的是错误，未来不好的是威胁。"故障后来被软化为更容易接受的弱点，而满意则成为优势。现在无处不在的缩写 "SWOT "由此诞生。
SWOT analysis
The most popular such tool is SWOT analysis. Created by US management consultant Albert Humphrey in 1966, it is used to identify internal strengths (S) and weaknesses (W), and to analyze external opportunities (O) and threats (T). Internal factors that can be considered as either strengths or weaknesses include: the experience and expertise of management; the skill of a work force; product quality; the company’s financial health; and the strength of its brand. External factors that might be opportunities or threats include market growth; new technologies; barriers to entering markets; overseas sales potential; and changing customer demographics and preferences.
SWOT分析
最流行的此类工具是SWOT分析。它是由美国管理顾问Albert Humphrey在1966年创建的，用于识别内部优势（S）和劣势（W），并分析外部机会（O）和威胁（T）。可被视为优势或劣势的内部因素包括：管理层的经验和专业知识；劳动力的技能；产品质量；公司的财务健康；以及品牌的力量。可能成为机会或威胁的外部因素包括：市场增长；新技术；进入市场的障碍；海外销售潜力；以及客户人口和偏好的变化。
When well-executed, a SWOT analysis should inform strategic planning and decision-making. It allows a company to identify what it does better than rivals (or vice versa), what changes it may need to make to minimize threats, and what opportunities may give the company competitive advantage. The key to strategic fit is to make sure that the company’s internal and external environments match: its internal strengths must be aligned with the external opportunities. Any internal weaknesses should be addressed so as to minimize the extent of external threat.
如果执行得好，SWOT分析应该为战略规划和决策提供信息。它可以让公司确定自己在哪些方面比对手做得更好（反之亦然），可能需要做出哪些改变来减少威胁，以及哪些机会可以为公司带来竞争优势。战略调整的关键是确保公司的内部和外部环境相匹配：其内部优势必须与外部机会相一致。任何内部的弱点都应该被解决，以便将外部威胁的程度降到最低。
market mapping” (also known as “perceptual mapping”). Market maps are diagrams that represent a market and the placement of products within that market, providing a visual means of studying the competition. The process is useful both internally (to help an organization understand its own products) and externally (to chart how consumers perceive the brand in relation to the competition).
市场图"（也称为 "感知图"）。市场地图是表示市场和产品在该市场中的位置的图表，为研究竞争提供了一种视觉手段。这个过程在内部（帮助一个组织了解自己的产品）和外部（绘制消费者如何看待品牌与竞争对手的关系）都很有用。
Finding the gap 寻找空间
The goal of market mapping is to identify opportunities where a company can differentiate itself from its competitors. These are areas where the company offers unique value, and they can be used to inform marketing messages. The map will also reveal overcrowded segments, which signify heightened competitive threat.
市场规划的目标是确定公司可以从其竞争对手中脱颖而出的机会。这些是公司提供独特价值的领域，它们可以被用来告知营销信息。该地图还将揭示过度拥挤的细分市场，这标志着竞争威胁的加剧。
For a new start-up, a market map can be used to identify a viable gap in the market—a good place to position a company when it is struggling to establish itself. Established businesses can use market mapping combined with SWOT analysis to discover opportunities and decide whether the company has the strengths to exploit one of those opportunities. The market map helps to inform the strategy (the need to reposition a product away from competitors’ offerings, for example) and the tactics (moving from conservative to sporty, for example) that will help the company to achieve that strategic goal.
对于一个新成立的公司来说，市场地图可以用来确定市场中可行的差距--当公司正在努力建立自己时，这是一个很好的定位。已有的企业可以利用市场地图与SWOT分析相结合来发现机会，并决定公司是否有实力利用这些机会之一。市场地图有助于为战略（例如，需要重新定位产品，使其远离竞争对手的产品）和战术（例如，从保守型转向运动型）提供信息，以帮助公司实现该战略目标。
Market analysis such as this may, for example, have helped luxury Singaporean tea shop TWG Tea to identify an opportunity in the market. Launched in 2008, TWG targets a slightly older, wealthier customer base than coffee shops and other “lifestyle” cafés. TWG has opened new locations across the world, based on studying the competition, identifying a market gap, and designing its products and services to fill that gap.
例如，诸如此类的市场分析可能帮助新加坡豪华茶店TWG Tea发现了市场的机会。TWG于2008年推出，与咖啡店和其他 "生活方式 "咖啡馆相比，TWG的目标客户群略微年长、富裕。TWG已经在世界各地开设了新的分店，其基础是研究竞争，确定市场空白，并设计其产品和服务来填补这一空白。
Internal focus
As a company grows it might choose to draw up a map including just its own products. Analysis of the results can help identify any overlap between different products (informing decisions about which products to drop, and which to concentrate research and development and marketing spend, for example). It can also be used to ensure that the company’s marketing message stays on track, helping to avoid strategic drift.
随着公司的发展，它可能会选择绘制一张只包括自己产品的地图。对结果的分析可以帮助识别不同产品之间的任何重叠（例如，为决定放弃哪些产品，以及集中研发和营销支出提供信息）。它还可以用来确保公司的营销信息保持在正确的轨道上，帮助避免战略漂移。
Perceived as a technical performance product, Speedo, for example, needs to ensure that its marketing reflects that view; a campaign that promotes Speedo as a fashionable label would risk confusing customers and could damage the brand.
例如，Speedo被认为是一种技术性能产品，它需要确保其营销能反映这一观点；如果将Speedo作为一个时尚品牌来宣传，就有可能使顾客感到困惑，并可能损害品牌。
市场地图+SWOT，内部发现自己的长短处，外部发现自己处在一个什么样的地域。
这概念也和红海蓝海类似，就像山治一直在寻找ALL BLUE蓝海，那里有无尽的宝藏，厨师的天堂，生猛海鲜都有。
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