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China Pacific Insurance official website: SWOT is an analytical method to determine the competitive advantages, competitive disadvantages, opportunities and threats of an enterprise, so as to organically combine the company strategy with the company's internal resources and external environment. Therefore, it is of great significance to clearly determine the advantages and disadvantages of the company's resources and understand the opportunities and challenges facing the company for formulating the company's future development strategy. SWOT analysis, also known as scenario analysis, was put forward by the management professor of the University of San Francisco in the early 1980s. It is a method that can objectively and accurately analyze and study the actual situation of a unit. SWOT represents strengths, weaknesses, opportunities and threats respectively. SWOT analysis draws a conclusion through comprehensive evaluation and analysis of strengths, weaknesses, opportunities and threats, and then adjusts enterprise resources and strategies to achieve enterprise goals. SWOT analysis has been gradually applied by many enterprises, including enterprise management, human resources, product development and other aspects. In a sense, SWOT analysis belongs to the internal analysis method of enterprises, that is, analysis is carried out according to the established internal conditions of enterprises themselves. SWOT analysis has its foundation. According to the complete concept of enterprise competitive strategy, strategy should be an organic combination of what an enterprise can do (that is, the advantages and disadvantages of the organization) and what it can do (that is, the opportunities and threats of the environment). The competition theory put forward by Michael Porter, a famous competitive strategy expert, thoroughly analyzes and explains the "possibility" of an enterprise from the perspective of industrial structure, while competency-based management scientists use the value chain to deconstruct the value creation process of an enterprise and pay attention to the analysis of the company's resources and capabilities. On the basis of synthesizing the former two, SWOT analysis combines the internal analysis of the company (that is, the research orientation concerned by management scholars in the mid-1980s, represented by the ability school) with the external analysis of the industry competitive environment (that is, the central theme concerned by early strategic research, represented by Andrews and Michael Porter) to form its own structured balanced system analysis system. Compared with other analysis methods, SWOT analysis has obvious structural and systematic characteristics from the beginning. As far as structure is concerned, first of all, in form, SWOT analysis is to construct a SWOT structure matrix and give different analytical significance to different areas of the matrix; Secondly, the main theoretical basis of SWOT analysis also emphasizes the analysis of the external environment and internal resources of enterprises from the perspective of structural analysis. In addition, as early as the 1960s before the birth of SWOT, some people put forward the internal strengths, weaknesses, external opportunities and threats involved in SWOT analysis, but only analyzed them in isolation. The important contribution of SWOT method lies in matching these seemingly independent factors with systematic ideas for comprehensive analysis, which makes the formulation of enterprise strategic plan more scientific and comprehensive. Since its formation, SWOT method has been widely used in strategic research and competitive analysis, and has become an important analytical tool for strategic management and competitive intelligence. Intuitive analysis and simple use are its important advantages. Even without accurate data support and more professional analysis tools, we can draw convincing conclusions. However, it is this intuition and simplicity that makes SWOT inevitably have the defect of insufficient accuracy. For example, SWOT analysis adopts qualitative methods, and forms a fuzzy description of the competitive position of enterprises by enumerating various manifestations of S, W, O and T, and the judgment made on this basis is bound to be subjective. Therefore, when using SWOT method, we should pay attention to the limitations of this method. When listing facts as the basis of judgment, we should try our best to be true, objective and accurate, provide some quantitative data, make up for the deficiency of SWOT qualitative analysis, and build the foundation of high-level qualitative analysis. Basic rules In SWOT analysis, we must have an objective understanding of the company's strengths and weaknesses; When conducting SWOT analysis, we must distinguish the present situation and prospect of the company; In SWOT analysis, we must consider all aspects. SWOT analysis must be compared with competitors, such as superior or inferior to your competitors; Keep the SWOT analysis concise and avoid complexity and over-analysis; SWOT analysis varies from person to person. Once the key issues are determined by SWOT analysis, the marketing objectives are also determined. SWOT analysis can be used with tools such as PESTanalysis and Porter's Five Forces Analysis. Marketing students are keen on SWOT analysis because it is easy to learn and use. When using SWOT analysis method, it is easy to include unused elements in relevant tables. ] The main steps SWOT analysis method is often used to formulate the development strategy of the group and analyze competitors. In strategic analysis, it is one of the most commonly used methods. In SWOT analysis, there are mainly the following aspects: 1. By analyzing environmental factors and using various investigation and research methods, we can analyze various environmental factors of the company, that is, external environmental factors and internal capacity factors. External environmental factors, including opportunities and threats, are favorable and unfavorable factors that directly affect the company's development and belong to objective factors. Internal environmental factors, including advantages and disadvantages, are positive and negative factors in the development of the company itself. When investigating and analyzing these factors, we should not only consider the history and present situation, but also consider the future development. Second, build a SWOT matrix. The factors obtained from the investigation are sorted according to their priority or influence degree, and a SWOT matrix is constructed. In this process, those factors that have a direct, important, massive, urgent and lasting impact on the company's development are given priority, while those indirect, secondary, rare, urgent and short-lived factors are ranked behind. Third, make an action plan. After the analysis of environmental factors and the construction of SWOT matrix, the corresponding action plan can be made. The basic idea of making a plan is: give full play to advantages, overcome disadvantages, take advantage of opportunities and defuse threats; Consider the past, base on the present and focus on the future. Using the comprehensive analysis method of system analysis, the various environmental factors considered in the arrangement are matched and combined, and a series of optional countermeasures for the company's future development are obtained. Analysis points Competitive advantage Competitive advantage (S) refers to the ability of an enterprise to surpass its competitors, or something unique to a company that can improve its competitiveness. For example, when two enterprises are in the same market or they both have the ability to provide products and services to the same customer group, if one of them has a high profit rate or profit potential, then we think that this enterprise has a competitive advantage over the other enterprise. Competitive advantages can be shown as follows: ● Technical skills advantages: unique production technology, low-cost production methods, leading innovation ability, strong technical strength, perfect quality control system, rich marketing experience, excellent customer service, excellent large-scale purchasing skills ● Tangible assets advantages: advanced production lines, modern factories and equipment, abundant natural resources reserves, attractive real estate location, sufficient funds, Complete information ● Intangible assets advantages: excellent brand image, good business credit and aggressive corporate culture ● Human resources advantages: employees with professional knowledge in key fields, aggressive employees, strong organizational learning ability and rich experience ● Organizational system advantages: high-quality control system, perfect information management system, loyal customer base, strong financing ability ● Competitive advantages: short product development cycle, strong dealer network, Good cooperation with suppliers, sensitive response to changes in market environment, leading position of market share and competitive disadvantage (W) refer to things that a company lacks or does badly, or things that will put the company at a disadvantage. The factors that may lead to internal weakness are: ● Lack of competitive skills and technology ● Lack of competitive tangible assets, intangible assets, human resources and organizational assets ● Loss of competitiveness in key areas.