Xaiv yaam kev tswj cov cuab yeej. Analysis 5 rog Porter Piv txwv li:

Rau kev vam meej ua lag ua luam yuav tsum coj mus rau hauv tus account ntau yam uas feem ntau khiav cov xim ntawm ua lag luam. Txawm li cas los, Yog hais tias koj saib ntau ze ze thiab rau siab ntso kawm economics, koj yuav kawm tau ntau yam ntawm txawv le caag uas tso cai rau nraaj thiab zoo tsom xam nyiaj txiag cov kev ua ub. Ib qho ntawm feem nthuav piv txwv yog tus tsom xam ntawm Porter lub 5 rog, ib qho piv txwv uas yog tham nyob rau hauv kom meej nyob rau hauv no tsab xov xwm. Tab sis saum toj no tag nrho, koj yuav tsum to taub nws yog dab tsi, dab tsi yog teem thiab uas yuav cia koj mus cuag. Koj yuav tau nco ntsoov hais tias koj yuav mas nws yeej tau ib lub cuab tam xws li Porter lub tsib rog tsom xam. Piv txwv nyob rau hauv cov ntawv nyeem uas yuav muaj tseeb kabke.

Yuav ua li cas yog nws?

Cov qauv no yog piav nyob rau hauv 1979 los ntawm renowned economist Michael Porter. Nws ua li no nyob rau hauv thiaj li yuav tsim ib tug tag nrho cov qauv, uas yuav cia tuam txhab uas muag los tsomxam txog lawv tsim tau thiab competitiveness, thiab ntxiv tseem thiab muaj cov nyob rau ntawm ib theem siab. Tom qab ze li ntawm plaub caug xyoo, koj yuav saib tau npaum li cas zoo lub tsom xam ntawm Porter lub 5 rog.

Piv txwv ntawm nws siv nyob rau hauv lub neej yog heev ntau haiv neeg. Tej tsom xam yog siv thiab factories, thiab cov khw nojmov, lub tsev txhab nyiaj thiab lwm yam lag luam uas muaj cov kev sib tw nyob rau hauv kev ua lag luam. Raws li, Yog hais tias koj xav kom koj lub lag luam kom muaj kev vam meej, koj yuav tsum xav txog yuav ua li cas kawm cov qauv no. Thiab qhov no tsab xov xwm yuav pab tau koj mus hais nrog lub fact tias yog ib qho kev soj ntsuam ntawm Porter lub 5 rog. Piv txwv ntawm nws siv yuav kuj yuav hais rau koj. Qhov thib ob ib nrab ntawm cov tsab xov xwm no yog devoted mus rau ib tug piv txwv zoo ntawm cov kauj ruam.

Hauj lwm ntawm tus qauv

Thaum Maykl Porter tsim tus qauv, nws hais tias nyob rau hauv lub lag luam muaj tsib txawv rog, txhua tus uas txiav txim seb tus competitiveness ntawm cov khoom :

• lub bargaining hwj chim ntawm buyers, lawv yog nyob rau hauv ib tug ya;
• lub bargaining hwj chim ntawm lwm tus, uas muaj feem xyuam rau cov mov ntawm raw cov ntaub ntawv qhauj;
• kev hem thawj ntawm ntxeem tau los ntawm tshiab entrants muaj peev xwm zuj zus kev sib tw;
• kev pheej hmoo ntawm kev hloov khoom uas hais tias tau muaj qhov zoo tshaj plaws piv ntawm cov nqi thiab zoo;
• cov theem ntawm kev sib tw nyob rau hauv lub xaiv kev ua lag luam.

Qhov no yog Porter lub 5 rog. Piv txwv li Analysis yuav tau piav nyob rau hauv lub thib ob pawg lus, raws li ntev raws li yog tsim nyog los tsom ncaj qha rau ntawm xav txhua lub rog. Thaum xub thawj siab ib muag tej zaum nws yuav zoo li hais tias tsis muaj tsom xam raws cov kab yuav tsis ua li cas, tab sis nyob rau hauv qhov tseeb tshwm sim tej zaum yuav surprise koj. Nrog rau qhov no mus kom ze koj yuav tsum tau rau kev tsom xam cov kev ua ntawm lub enterprise thiab competitiveness ntawm nws cov khoom rau lub lag luam, mus txuas ntxiv mus ua tej yam kev kho me ntsis hais tias tso cai rau koj los mus txhim kho ib co ntawm cov cim qhia tias lub sij hawm ntev. Yog li ntawd, peb yuav tam sim no yuav tham nyob rau hauv kom meej 5 rog ntawm Porter, ib qho piv txwv ntawm tus tsom xam yuav tau hais nyob rau hauv kom meej, nrog rau cov tshwm sim hais tias koj yuav paub txhua yam uas koj xav tau hais txog qhov no txoj kev.

Siv tus qauv

Yuav ua li cas siv lub real-ntiaj teb no tsom xam ntawm Porter lub 5 rog? Piv txwv li: "hut" - ib tug Lavxias teb sab network ntawm khw muag khoom noj. Lub hom phiaj ntawm tej kev txiav txim yog los mus txiav txim cov kev sib tw nyob rau hauv ib qho kev ua lag luam ya, yog li ntawd koj yuav tau xam yuav ua li cas zajlus kom yog cov kev taw qhia ntawm cov khoom, muaj yuav muaj pheev ntxiv dag zog mus cuag tej yam tshwm sim, thiab hais txog.

Yog li, cov qauv no yog siv nyob rau hauv hnub no lub kev khwv nyiaj txiag los tsim ib tug ncauj lus kom ntxaws kev sib tw tsom xam ntawm koj lub tuam txhab khoom, raws li zoo raws li ib tug xaiv kev ua lag luam. Tam sim no koj yuav ua tau tubntxhais ntseeg hais tias lub ceev yuav tsum tau ua ntawv thov cov kev Porter lub 5 rog. Ib qho piv txwv ntawm lub tsom xam ntawm lub tsev txhab nyiaj los yog lwm yam lub tuam txhab muaj peev xwm paub meej tias qhov no nyob rau hauv lub neej yav tom ntej, tab sis rau tam sim no koj yuav tsum mloog zoo rau qhov kev xeem ntawm txhua tus neeg quab yuam.

tshiab entrants kev hem thawj ntawm kev txeeb

Analysis ntawm lub 5 rog ntawm Porter rau cov piv txwv ntawm ib tug café yuav ua tau heev ncauj lus kom ntxaws qhia tias yog ib tus thawj quab yuam, xws li cov kev hem thawj ntawm ntxeem tau los ntawm tshiab entrants. Yog li ntawd, muaj ib tug tej yam kev ua lag luam, qhov twg muaj twb uas twb muaj lawm tuam txhab uas muag lawv cov khoom thiab cov kev pab cuam. Tshiab entrants kom sib txeeb, uas yog, yog hais tias tus tshiab cafe nyob rau hauv koj lub tsev noj mov tshwm rau cov lag luam yuav pib taug kev los mus ib me tooj ntawm cov neeg. Yuav ua li cas tau cov kev hem thawj theem? Muaj Porter qhia ob peb yam tseem ceeb uas cuam tshuam rau nkag barrier. Yog hais tias nws yog high, ces cov kev hem thawj yuav tsum qis, vim hais tias tsis yog txhua tus xav kom kov yeej nws.

Yuav ua li cas yog tej yam zoo? Firstly, kev tuav nyiaj txiaj ntawm scale. Yog hais tias qhov ntim ntawm lub lag luam yog loj, tus nqi ntawm ib tug unit yuav tsis muaj, vim li ntawd tshiab entrants yuav tsis yooj yim mus cuag ib tug zoo ROI. Secondly, nws yog ib lub txawv ntawm cov khoom - ntxiv rau cov kev ua lag luam ntawm uas twb muaj lawm cov khoom los yog cov kev pab cuam, cov ntau lub tshiab tog yuav lwv. Peb, yog qhov yuav tsum tau rau capital - ntau dua qhov pib peev chaw pib, lub tsawg yuav hais tias tshiab players yuav nkag mus rau kev ua lag luam. Tsis tas li ntawd muaj nqis ntsoov teev yog qhov siab ntawm cov nqi, kev nkag mus rau tis raws thiab tsoom fwv txoj cai nyob rau hauv kev sib raug zoo mus rau lub zus tau tej cov ib tug ua lag luam. Ntawm cov hoob kawm, yam tsis yog tag rau - muaj ntxiv hem hais tias ncaj qha nyob ntawm seb qhov muag ua lag luam thiab tam sim no tej yam kev mob.

Lub bargaining hwj chim ntawm buyers

Yog hais tias peb tham txog cov thib ob lub hwj chim, nws yog ib qho tseem ceeb kom nkag siab txog hais tias nws yog qhov zoo tshaj plaws xaiv kev ua lag luam qhov twg lub buyer muaj tus nqi qis tshaj lub hwj chim thiab lub hwj huam lub weakest. Yog vim li cas? Yog vim li cas yog hais tias cov neeg muas zaub yog tau txais kev pab ntawm koj cov khoom thiab cov kev pab cuam, ces nws yog vim mus rau lawv thiab muaj ib lub lag luam. Influential cov neeg muas zaub muaj hwj chim loj yuav ncaj qha kev cuam tshuam rau koj cov khoom, uas yuav tsum tau ib tug ntau dua zoo, cuag lawv xav tau thiab thiaj li nyob. Yog li ntawd hais tias lub me qhov theem ntawm buyer hwj chim nyob rau hauv lub lag luam, lub zoo dua rau koj.

Muaj ntau ntau yam kev mob rau txoj kev loj hlob ntawm buyer hwj chim: piv txwv li, cov tsis muaj uniqueness ntawm cov khoom (lub buyer yuav xaiv ib yam, tab sis nws tsis yog koj khoom), siab rhiab heev rau nqi (lub buyer xaiv tsis yog koj khoom, tab sis qhov uas pheej yig xaiv) thiab thiaj li nyob.

Lub bargaining hwj chim ntawm lwm

Lub bargaining hwj chim ntawm lwm tus yog pom tsis yog raws li feem ntau raws li lub hwj chim ntawm buyers, tab sis nws cov nyhuv yuav muaj zog heev. Qhov tseeb hais tias lwm tus neeg, nyob rau hauv qhov tseeb, yog cov tswv ntawm cov kev pab, tsis muaj uas lub tuam txhab yuav tsis ua hauj lwm. Thiab nyob rau hauv tej lub sijhawm, muab kev pab tau txais ntau dua theem ntawm hwj chim - piv txwv li, thaum lawv yog cov nyob rau kev ua lag luam tsis muaj ntau dhau lawm (los yog thaum lub lag luam yog ib tug monopoly), thaum cov kev pab siv rau cov ntau lawm, yog tsawg, thiab cov switching nqi rau lwm cov ntaub ntawv raw yuav siab dhau heev lawm. Nyob rau hauv xws li mob, lwm muaj hwj huam ntau dua li ib txwm, thiab lawv muaj peev xwm ncaj qha feem xyuam rau txoj kev ua lag luam qhov teeb meem no, thiab nyob rau tib lub sij hawm thiab nyob rau kev sib tw.

Lub rov tshwm sim ntawm kev hloov khoom

Hloov - cov no yog cov khoom uas hais tias tau muaj ib tug muaj txiaj ntsim lwm txoj rau koj cov khoom. Nyob rau hauv lub xub ntiag ntawm high-zoo analog profit koj yuav loj xwb. Roos ib tug loj kev hem thawj rau cov neeg cawm uas muaj ntau txaus nyiam nqi-zoo ratio. Raws li ntev raws li tus neeg muaj peev xwm yuav qis zoo khoom ntau cheaply, nws yuav tsis yuav koj li.

Tsis tas li ntawd ua rau ib tug kev hem thawj rau tus khoom los ntawm zoo-paub hom, uas twb tau impressive chaw nyob rau hauv lwm yam kev lag luam, thiab yog tam sim no npaj mus cuag cov tib tshwm sim rau lub tshiab. Sib ntaus hloov tsim nyog los ntawm kev tsim lawv tus kheej muaj zog hom, txhim kho cov khoom ntau yam, tshem tawm ntawm standardization thiab thiaj li nyob.

intersectoral sib txeeb

Thiab, ntawm chav kawm, tsis txhob hnov qab tias cov kev sib tw nyob rau hauv kev ua lag luam yog feem ntau cuam tshuam yog muaj qhov twg neeg koom. Cov theem ntawm kev sib tw nyob rau hauv kev ua lag luam yuav tsum tau siab yog hais tias muaj yog ib tug loj tus naj npawb ntawm cov neeg nrog kwv yees li vaj huam sib luag volume ntawm ntau lawm, tsis tshua muaj ntau yam zoo ntawm cov khoom, lub siab tej rau koj nkag mus rau lub lag luam thiab thiaj li nyob. Khaus sib txeeb, ntawm chav kawm, thiaj li muaj cov profitability ntawm ua lag luam, yog li ntawd koj yuav tsum tau them tshwj xeeb mloog mus no yam khoom.

Kev luj xyuas ntawm competitiveness ntawm cov khoom thiab cov theem ntawm kev sib tw

Zoo, koj twb paub tag nrho hais txog cov rog uas yog piav nyob rau hauv 1979 los ntawm Maykl Porter, tam sim no koj muaj peev xwm calmly tsom xam cov 5 rog ntawm Porter rau Cafe Piv txwv li, tsev noj mov, kav los yog lwm yam tsev kawm ntawv. Tab sis nyob rau hauv thiaj li yuav ua rau kom cov efficiency ntawm tus tsom xam, koj yuav tsum standardize nws. Qhov no yog dab tsi yuav tsum tau tham ntxiv.

Tam sim no lub ntsiab lus yuav tau piav ib qho piv txwv ntawm tus tsom xam, muab faib ua plaub kauj ruam. Tus thawj yog cov kev ntsuam xyuas ntawm lub competitiveness ntawm koj cov khoom thiab cov theem ntawm kev sib tw nyob rau hauv ib qho kev ua lag luam. Nyob rau hauv cov kauj ruam no, koj yuav tsum ntsuam xyuas kev hloov khoom tam sim no nyob rau hauv kev ua lag luam, muab lawv nyob rau tib qib ntawm ib mus rau peb, qhov twg ib tug - yog cov tsis muaj hloov, ob - yog muaj nyob rau hauv cov uas tsis muaj feem ntawm cov kev ua lag luam, tab sis peb - yog muaj ib tug siab ua lag luam sib qhia. Yog hais tias koj tau txais ib tug taw tes, lub kev hem thawj theem yog tsawg tsawg, yog tias ob tug - qhov nruab nrab, thiab yog hais tias peb - siab.

Cov tom ntej no taw tes - tus tsom xam ntawm intra-kev lag luam sib tw, yog ib lub tseem ceeb tshaj plaws ntawm Porter lub 5 rog.

QAUV khw tsom xam tej zaum yuav zoo li. Muaj plaub yam: lub xov tooj ntawm cov nyob rau hauv kev ua lag luam, cov lag luam loj hlob npaum li cas, lub theem ntawm cov khoom ntau yam zoo thiab tsis pub tshaj tus nqi nce. Lawm, txhua tus ntawm cov khoom kuj muaj lawv tus kheej kev uas lawv muaj peev xwm tau txais los ntawm ib mus rau peb lub ntsiab lus. Yog hais tias peb yuav sib tham txog ib tug dog dig khw, kev ua lag luam saturation theem siab (3 ntsiab lus), raws li zoo raws li kev ua lag luam loj hlob npaum li cas (1 point), cov khoom ntawm lub tuam txhab uas muag yog sib txawv heev los ntawm txhua lwm yam (1 point), thiab tau nqi nce yuav tsuas yuav muaj nyob rau hauv nqi txheej (2 ntsiab lus). Cov no 7 cov ntsiab lus, muab ib tug nruab nrab theem ntawm intra-kev lag luam sib txeeb.

Raws li rau lub nkag teb chaws ntawm tshiab koom rau hauv kev ua lag luam, ntawm no muaj ntau ntau tsis: kev tuav nyiaj txiaj ntawm scale, muaj zog hom, cov khoom ntau yam, raws li tau zoo raws li tag nrho ntawm cov neeg txheej xwm, uas tau piav nyob rau hauv lub theoretical ib feem. Yog hais tias hais txog ib tug piv txwv ntawm ib tug kav los yog cafe, nws tseem tau mus xav hais tias cov kev tuav nyiaj txiaj ntawm scale yuav yuav tsuas yog ib ob peb cov neeg tuaj koom (2 ntsiab lus), cov khoom ntau yam yuav tsum yog tus nruab nrab, thiab lub kam ntawm cov neeg los txo tus nqi yuav siab, tsuas yog rau cov loj cov neeg sawv cev. Tus so ntawm lub tsis yuav yuav nyob rau hauv ib theem siab, uas yog, tau peb cov ntsiab lus.

Cov no ib theem siab ntawm kev hem thawj ntawm tshiab entrants. Los ntawm tam sim no, koj pom, muaj dab tsi zoo ntawm txhais tes, yog lub biggest kev hem thawj rau koj lub lag luam.

Kev ntsuam xyuas ntawm lub lag luam hwj chim ntawm buyers

Txawm li cas los, nws tsuas yog peb cov kauj ruam, thiab koj yuav tsum nqa mus rau hauv tus account tag nrho cov ntawm Porter lub 5 rog. Piv txwv li tsom xam ntawm lub tsev txhab nyiaj yuav cia koj mus to taub yuav ua li cas rau kev tsom xam lub hwj chim ntawm buyers. Ntawm no, qhov tshwm sim yuav tsum qhia tias thaum muaj kev kub, medium los sis tsis tshua muaj tshwm sim rau tsis cov neeg muas zaub. Thaum lub nruab nrab bank qhov chaw ib nrab ntawm cov nyiaj khwv tau los ntawm lub influential cov neeg muas zaub, thaum lwm tus ib nrab ntog rau tus so (2 ntsiab lus). Tsis tas li ntawd, ob lub ntsiab lus tau nyob rau hauv qhov kev luj xyuas ntawm lub propensity ntawm cov neeg muas zaub kom hloov mus rau hloov, raws li cov kev pab cuam uas muab los ntawm lub tsev txhab nyiaj, tsuas yog tej cim.

Nyob rau hauv tas li ntawd, cov neeg muas zaub yog rhiab heev rau tus nqi, ces yuav yeej ib txwm sim kom hloov mus rau lub tswv yim, uas yog ntau muaj txiaj ntsim. Tsis tas li ntawd cov neeg dissatisfaction yuav tsum tau soj ntsuam nyob rau hauv ob lub ntsiab lus. Thiab nyob rau hauv lub kawg nws hloov tawm hais tias qhov tshwm sim ntawm poob cov neeg muas zaub yog high school.

Kev ntsuam xyuas ntawm kev ua lag luam hwj chim los ntawm lwm tus

Qhov ntawd los mus rau ib tug nyob ze tsom xam ntawm tsib sib tw rog ntawm Porter. Ib qho piv txwv yuav hais lus txog qhov tseeb quab yuam txog lwm. Ntawm no kev luj xyuas yuav tsum tau muab rau ob-point, es ib tug peb-point scale. Analysis ntawm lub 5 rog ntawm Porter rau cov piv txwv ntawm lub tsev noj mov qhia tau hais tias lwm tus neeg uas zoo tag nrho kev ua lag luam - ib tug ntau yam ntawm cov kev xaiv, muaj yog tsis muaj kev txwv nyob rau hauv lub ntim ntawm raw cov ntaub ntawv, yog tias tsim nyog, hloov mus rau lwm lub vendor tus nqi yog tsis siab dhau heev lawm, raws li qhov no sector yog ib yam tseem ceeb rau feem ntau muab kev pab . Cov no hais tias muab kev pab zoo tsis ntxim rau cov kev ua lag luam.

Summing li

Peb kawm nyob rau hauv kom meej lub Porter lub 5 rog. QAUV enterprise tsom xam cov ntsiab lus xaus. Koj yuav tsum txheeb xyuas txhua yam ntawm tsib rog uas txiav txim yog hais tias muaj yog high, nruab nrab los yog cov uas tsis muaj nuj nqis rau koj lub tuam txhab nyob rau hauv ib qho kev ua lag luam, ces piav nyob rau hauv kom meej lawv txhua txhua tus thiab tsim ib txoj kab ntawm kev ua hauj lwm los txhim kho qhov teeb meem no, yog tias tsim nyog rau koj.