总体要求
掌握内外环境对企业战略制定的作用，以及内外
环境的交互匹配。重点在于理解环境分析思路和
内外环境作用价值，初步了解资源观、能力观,
制度观等理论背景和环境分析最新理论发展,并
掌握运用环境分析工具 — SWOT分析、波特分析模
型、六力互动模型、内部资源定位等。
具体目标
? 环境战略互动框架
? 内部条件决定论
? 外部环境影响论
? 环境分析工具
内部环境
— 组织结构
— 组织文化
— 战略资源
— 组织能力
外部环境
— 社会环境
— 特殊环境
（任务环境）
— 行业分析
优势与劣势 机会与威胁
业务和战略的确定
组织外部
主
观
解
释
客
观
资
源
组织外部
市场,进入障碍、行业
集中、产品差异
资源,有形资产
亚文化,知识、信念、形象
庞文化,信誉、认知、成败
行
业
范
围
响
应
企
业
战
略
构
思
资源分配
成败界定
资源分配
资源分配
机遇总是垂青有准备的人！
? 优势和劣势的相对性和可转化性
? 机遇与威胁的相对性和可转化性
内因是根本；外因是条件
Organizational purpose
? Mission
? Objectives
Corporate governance
? Whom should the
organization serve?
?How should purposes
be determined?
Business ethics
? Which purposes should be
prioritized?
? Why?
Stakeholders
? Whom does the
organization serve?
Cultural context
? Which purposes are prioritized?
? Why?
Resources and
Strategic assets
Competencies
and Capabilities
Assess the nature of the environment
Audit environmental influences
Identify key competitive forces
Identify competitive position
Identify key opportunities
and threats
Strategic
position
Simple
static
Dynamic
Complex
? Historical
Analysis
? Forecasting
Decentralization
of organization
? Experience
& learning
Scenario
planning
Environmental Condition
? What environmental factors are affecting the organization?
? Which of these are the most important at present time? In next year?
Political/legal
? Monopolies legislation
? Environmental protection laws
? Taxation policy
? Foreign trade regulation
? Employment law
? Government stability
Sociocultural factors
? Population demographics
? Income distribution
? Social mobility
? Lifestyle changes
? Attitudes to work and leisure
? Consumerism
? Levels of education
Economic factors
? Business cycles
? GDP trends
? Interest rates
? Money supply
? Inflation
? Unemployment
? Disposable income
? Energy availability and cost
Technological
? Government spending on research
? Government and industry focus on
technological effort
? New discoveries/development
? Speed of technology transfer
? Rates of obsolescence
风险且高收益 风险和低收益
稳定且高收益 稳定且低收益
高 进入障碍 低
高
退出
障碍
低
进入障碍：规模经济、产品差异性、资本需求,
转移成本、促销渠道、政府政策
退出障碍：资产专一性、内部战略关系、情感
障碍、政府和社会制约
Global
Strategy
? Trade policy
? Technical
standard
? Host
government
policies
? Scale
economics
? Sourcing
efficiency
? Country
specific cost
? High product
Development
cost
? Interdependence
? Competitors global
? High ex/imports
? Similar customer need
? Global customers
? Transferable mkting
Global
competition
Global market
convergence
Procedures
? Identifying the key changes in the organization’s
environment (no more than 7-8 points)
? Identifying the key variables in terms of the resource
profile and competences of the organization (<8 ps)
? Illustrating the analysis by keeping to quite
specific points,rather than overgenerising analysis
? Providing some useful strategic foresights
Strengths &
Weakness
Main strengths
Capacity for inno,+ + ++ + ++ 7 0
Good GP links + + + + + 5 0
Committed employees + + + 0 + 4 0
Good joint working
with social services + 0 + + - 3 1
Main weaknesses
Lack of outcome
measures - - - - - 0 5
Information mea-
surement systems - - - - -- 0 6
Provider-dominated
agenda 0 -- -- -- ++ 2 6
No financial growth + - - - + 2 3
+ 5 3 5 3 7
- 2 5 5 5 4
Key Issues in the Environment
Politics/ New Tech- Rising Demo- Competitive
legislation nologies public graphic market + -
expectation trends
行业内企业 供应商 用户
潜在进入者
替代品
Threat
Threat
Bargain Bargain
资源供方：员工、社会、股东
—— 企业运行基础
替代品厂商 同行业厂商 互补品厂商 潜在进入者 企业
中间买方：企业外部配送体系
最终买方顾客：企业生存之本
买方 买方
潜在顾客 企业品牌顾客 竞争品牌顾客 流动顾客
‘Best in class’
? Thinking
? Practice
? Competitors
? Cooperators
? Coordinators
objectives
Existing level
? resources
? capabilities
Road 2 Road 1 Road 3
Road 3,leapfrogging
Road 2,integration
Road 1,imitation
Level of Benchmarking Through Examples of Measures
Resources Resource audit Quantity of resources,e.g,
? revenue/employee
? capital intensity
Quality of resources,e.g,
? qualifications of employees
? age of machinery
? uniqueness (e.g,patents)
Competences in Analysing ? Sales calls per salesperson
separate activities activities ? Output per employee
? Materials wastage
Competences Analysing overall ? Market share
through managing performances ? Profitability
linkage ? Productivity