五力分析(英语:Porter five forces analysis)为迈克尔·波特在1979年提出的架构,其用途是定义出一个市场吸引力高低程度。波特认为影响市场吸引力的五种力量是个体经济学面,而非一般认为的总体经济学面。五种力量由密切影响公司服务客户及获利的构面组成,任何力量的改变都可能吸引公司退出或进入市场。
五力
四个外力 — 来自买方的议价能力、来自供应商的议价能力、来自潜在进入者的威胁、来自替代品的威胁 — 共同组合而演变出影响公司的第五种力量:来自现有竞争者的威胁。而每一种力量都由数项指标决定:
- 来自买方的议价能力(Bargaining power of customers)
- 买方集中度(buyer concentration to firm concentration ratio)
- 谈判杠杆(bargaining leverage)
- 买方购买数量(total buyer volume)
- 买方相对于厂商的转换成本(buyer switching costs relative to firm switching costs)
- 买方获取资讯的能力(buyer information availability)
- 买方垂直整合(bargaining leverage,backward vertical integration)的程度或可能性
- 现存替代品(availability of existing substitute products or services)
- 消费者价格敏感度(buyer price sensitivity)
- 总消费金额(price of total purchase)
- 来自供应商的议价能力(Bargaining power of suppliers)
- 供应商相对于厂商的转换成本 (switching costs of firms in the industry)
- 投入原料的差异化程度
- 现存的替代原料(presence of substitute inputs)
- 供应商集中度 (supplier concentration)
- 供应商垂直整合(bargaining leverage,forward vertical integration)的程度或可能性
- 原料价格占产品售价的比例
- 来自潜在进入者的威胁(Threat of new entrants)
- 来自替代品的威胁(Threat of substitutes)
- 消费者对替代品的偏好倾向
- 替代品相对的价格效用比
- 消费者的转换成本
- 消费者认知的品牌差异
- 来自现有竞争者的威胁(Competitive rivalry)
- 现有竞争者的数目
- 产业成长率(industry growth)
- 产业存在超额产能的情况
- 退出障碍 (exit barrier)
- 竞争者的多样性 (diversity of rivals)
- 资讯的复杂度和不对称
- 品牌权益 (brand equity)
- 每单位附加价值摊提到的固定资产
- 大量的广告需求
- 不同的产品 (product differences)
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参见
参考文献
- Brandenburger, A.M. and Nalebuff, B.J. (19dsada95), "The Right Game: Use Game Theory to Shape Strategy", Harvard Business Review, Jul-Aug, pp.57-71
- Coyne, K.P. and Subramaniam, S. (1996), "Bringing discipline to strategy", The McKinsey Quarterly, No.4
- Porter, M. (1979) "How competitive forces shape strategy", Harvard Business Review, March/April 1979.
- Porter, M. (1980) "Competitive Strategy", The Free Press, New York, 1980.
- Hunger, J. David & Wheelen, Thomas L. (2003) "Essentials of Strategic Management". New Jersey: Pearson Education Inc.
- McGahan, A. (2004) "How Industries Evolve - Principles for Achieving and Sustaining Superior Performance". Harvard Business School Press, Boston, 2004
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