![\"\"](\"https:\/\/www.fagao.me\/images\/uploads\/2018_003.jpg\")
<\/p>\n<\/p>\n
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\u8981\u4e48\u5c31\u662f\u8003\u5b8c\u54a8\u8be2\u5e08\u8bc1\u4e66\uff0c\u8fc7\u7740\u6708\u6536\u5165\u6bd4\u8f83\u60e8\u7684\u65e5\u5b50\uff0c\u8981\u4e0d\u5c31\u662f\u5f00\u529e\u4e86\u673a\u6784\uff0c\u81ea\u5df1\u8fd8\u505a\u7740\u8ddf\u4e2a\u4f53\u6ca1\u4ec0\u4e48\u5dee\u522b\u7684\u7ec4\u7ec7\u3002\u4f60\u53ef\u4ee5\u662f\u4e13\u5bb6\uff0c\u4f46\u4e13\u6ce8\u7684\u5730\u65b9\u80fd\u4e0d\u80fd\u505a\u5230\u884c\u4e1a\u5185\u8db3\u591f\u6743\u5a01\uff1f\u4f60\u53ef\u4ee5\u505a\u673a\u6784\uff0c\u4f46\u4f60\u5bf9\u81ea\u5df1\u6709\u6ca1\u6709\u53d1\u5c55\u4e0a\u7684\u671f\u5f85\uff1f<\/span><\/p>\n \u4e00\uff0c\u5fc3\u7406\u673a\u6784\u5982\u4f55\u5b9a\u505a\u81ea\u5df1\u7684\u54c1\u724c\u8ba1\u5212\uff1f<\/span><\/strong><\/p>\n \u54c1\u724c\uff0c\u5bf9\u4e8e\u4e00\u4e9b\u673a\u6784\u6765\u8bf4\u6216\u8bb8\u662f\u6bd4\u8f83\u9065\u4e0d\u53ef\u53ca\u7684\u5b58\u5728\uff0c\u4f46\u662f\uff0c\u54c1\u724c\u786e\u5b9e\u80fd\u7ed9\u4f01\u4e1a\u4eec\uff0c\u65e0\u8bba\u5927\u5c0f\u673a\u6784\uff0c\u5e26\u6765\u4e0d\u53ef\u6216\u7f3a\u7684\u4ef7\u503c\u5448\u73b0\u3002<\/span><\/p>\n \u90a3\u4e48\uff0c\u4ec0\u4e48\u662f\u54c1\u724c<\/span><\/p>\n \u7f8e\u56fd\u8457\u540d\u7684\u8425\u9500\u5b66\u8005\u3001\u88ab\u8a89\u4e3a\u201c\u73b0\u4ee3\u8425\u9500\u5b66\u4e4b\u7236\u201d\u7684\u83f2\u5229\u666e<\/span>.<\/span>\u79d1\u7279\u52d2<\/span>(Philip Kotler)<\/span>\u5c06\u54c1\u724c\u7684\u5b9a\u4e49\u8868\u8ff0\u4e3a\uff1a\u201c\u54c1\u724c\u662f\u4e00\u79cd\u540d\u79f0\u3001\u672f\u8bed\u3001\u6807\u8bb0\u3001\u7b26\u53f7\u6216\u8bbe\u8ba1\uff0c\u6216\u662f\u5b83\u4eec\u7684\u7ec4\u5408\u8fd0\u7528\uff0c\u5176\u76ee\u7684\u662f\u501f\u4ee5\u8fa8\u8ba4\u67d0\u4e2a\u9500\u552e\u8005\u6216\u67d0\u7fa4\u9500\u552e\u8005\u7684\u4ea7\u54c1\u6216\u670d\u52a1\uff0c\u5e76\u4f7f\u4e4b\u540c\u7ade\u4e89\u5bf9\u624b\u7684\u4ea7\u54c1\u548c\u670d\u52a1\u533a\u522b\u5f00\u6765\u201d\u3002<\/span><\/p>\n<\/p>\n \u6240\u4ee5\uff0c\u4e00\u76f4\u4ee5\u6765\u4e0d\u540c\u7684\u4eba\u5bf9\u4e8e\u54c1\u724c\u5efa\u8bbe\u6709<\/strong><\/span>5<\/span><\/strong>\u4e2a\u7406\u89e3\u4e0a\u7684\u8bef\u533a\uff1a<\/span><\/strong><\/p>\n \u8bef\u533a\u4e00\u3001\u8ba4\u4e3a\u505a\u54c1\u724c\u5c31\u662f\u505a\u9500\u91cf\uff0c\u53ea\u8981\u9500\u91cf\u4e0a\u6765\u4e86\uff0c\u54c1\u724c\u81ea\u7136\u4f1a\u5f97\u5230\u63d0\u5347\u3002<\/span><\/p>\n \u8bef\u533a\u4e8c\u3001\u8ba4\u4e3a\u505a\u54c1\u724c\u5c31\u662f\u505a\u5e7f\u544a\uff0c\u5e7f\u544a\u53ef\u4ee5\u6253\u51fa\u77e5\u540d\u5ea6\uff0c\u4f46\u6253\u4e0d\u51fa\u7f8e\u8a89\u5ea6\u3002<\/span><\/p>\n \u8bef\u533a\u4e09\u3001\u8ba4\u4e3a\u505a\u54c1\u724c\u662f\u5927\u4f01\u4e1a\u7684\u4e8b\uff0c\u5c0f\u4f01\u4e1a\u5f53\u52a1\u4e4b\u6025\u662f\u79ef\u7d2f\u8d44\u672c\uff0c\u628a\u9500\u552e\u641e\u4e0a\u53bb\u3002<\/span><\/p>\n \u8bef\u533a\u56db\u3001\u8ba4\u4e3a\u521b\u5efa\u54c1\u724c\u9700\u8981\u5f3a\u5927\u7684\u8d44\u91d1\uff0c\u9700\u8981\u5927\u91cf\u7684\u5e7f\u544a\u6295\u5165\u3002<\/span><\/p>\n \u8bef\u533a\u4e94\u3001\u54c1\u724c\u5fc5\u987b\u7ecf\u8fc7\u957f\u65f6\u95f4\u57f9\u80b2\u624d\u53ef\u4ee5\u5f62\u6210\u3002<\/span><\/p>\n \u4e3a\u4ec0\u4e48\u8981\u505a\u54c1\u724c\uff1f\u56e0\u4e3a\u54c1\u724c\u9996\u5148\u80fd\u8ba9\u4f60\u4e0e\u4f17\u4e0d\u540c\uff0c\u80fd\u653e\u5927\u4f60\u7684\u4f18\u52bf\u8f90\u5c04\u8303\u56f4\uff0c\u4e5f\u80fd\u5e26\u52a8\u8425\u9500\u3002\u800c\u4e14\u2014\u2014<\/span><\/strong><\/p>\n \u672a\u6765\u8425\u9500\u4e4b\u6218\u5c06\u662f\u54c1\u724c\u4e4b\u6218\uff0c\u662f\u4e3a\u83b7\u5f97\u54c1\u724c\u4e3b\u5bfc\u5730\u4f4d\u800c\u8fdb\u884c\u7684\u7ade\u4e89\u3002\u672a\u6765\u7684\u4f01\u4e1a\u548c\u6295\u8d44\u4eba\u90fd\u5c06\u628a\u54c1\u724c\u89c6\u4e3a\u4f01\u4e1a\u6700\u6709\u4ef7\u503c\u7684\u8d44\u4ea7\u3002\u62e5\u6709\u5e02\u573a\u6bd4\u62e5\u6709\u4f01\u4e1a\u66f4\u91cd\u8981\uff0c\u800c\u62e5\u6709\u5e02\u573a\u7684\u552f\u4e00\u9014\u5f84\u662f\u62e5\u6709\u5360\u636e\u5e02\u573a\u4e3b\u5bfc\u5730\u4f4d\u7684\u54c1\u724c\u3002<\/span><\/p>\n \u54c1\u724c\u5851\u9020\u8981\u7ecf\u5386\u7684\u8fc7\u7a0b\uff1a<\/span><\/strong><\/p>\n<\/p>\n \u4e8c\uff0c\u5fc3\u7406\u673a\u6784\u5982\u4f55\u5f00\u5c55\u81ea\u5df1\u7684\u54c1\u724c\u5851\u9020\uff1f<\/span><\/strong><\/p>\n \u7b2c\u4e00\u6b65\uff1a\u76d8\u70b9\u4e00\u4e0b\u81ea\u5df1<\/span><\/strong><\/p>\n \u9996\u5148\uff0c\u7ed9\u81ea\u5df1\u505a\u4e00\u4e2a<\/span>SWOT<\/span>\u5206\u6790\uff0c\u4e5f\u5c31\u662f\u7ed9\u81ea\u5df1\u505a\u4e00\u4e0b\u76ee\u524d\u72b6\u6001\u7684\u8bca\u65ad\uff1a<\/span><\/p>\n<\/p>\n \u7b2c\u4e8c\u6b65\uff1a\u505a\u76ee\u6807\u5b9a\u4f4d<\/span><\/strong>\uff1a<\/span><\/p>\n \u6839\u636e\u4e0a\u9762\u4f60\u81ea\u6211\u8bca\u65ad\u540e\u603b\u7ed3\u51fa\u6765\u7684\u4f18\u52bf\uff0c\u6765\u786e\u5b9a\u4f60\u8981\u5b9e\u73b0\u7684\u76ee\u6807\u662f\u4ec0\u4e48\uff1f\u662f\u505a\u884c\u4e1a\u7b2c\u4e00\uff1f\u8fd8\u662f\u5728\u884c\u4e1a\u4e2d\u4f60\u4f5c\u4e3a\u521b\u59cb\u4eba\u8981\u5360\u7b2c\u4e00\u7684\u4f4d\u7f6e\uff1f\u8fd8\u662f\u4f60\u7684\u67d0\u4e00\u9879\u4ea7\u54c1\u8981\u5360\u7b2c\u4e00\uff1f<\/span><\/p>\n \u7b2c\u4e09\u6b65\uff1a\u601d\u8003\u65b9\u6cd5\u548c\u5b9e\u73b0\u8def\u5f84<\/span><\/strong><\/p>\n \u7ebf\u4e0a\u4e3a\u4e3b\uff1f\u5730\u9762\u4e3a\u4e3b\uff1f\u63a8\u5e7f\u4e3a\u4e3b\uff1f\u8425\u9500\u4e3a\u4e3b\uff1f<\/span><\/p>\n \u5176\u5b9e\uff0c\u505a\u54c1\u724c\u8981\u60f3\u8fbe\u5230\u6548\u679c\uff0c\u8fd9\u4e9b\u90fd\u5fc5\u4e0d\u53ef\u5c11\u3002<\/span><\/p>\n \u4e0b\u9762\uff0c\u7ed9\u5927\u5bb6\u770b\u4e00\u4e0b\u6211\u505a\u54c1\u724c\u5851\u9020\u7528\u8fc7\u7684\u9014\u5f84\uff1a\u8fd9\u662f\u4e00\u4e2a\u4ea7\u54c1\u5e26\u516c\u53f8\u54c1\u724c\u7684\u4f20\u64ad\u6e20\u9053\u8bbe\u7f6e\uff1a<\/span><\/p>\n<\/p>\n \u5fc3\u7406\u670d\u52a1\u673a\u6784\u6253\u9020\u81ea\u5df1\u7684\u54c1\u724c\uff0c\u65e0\u5916\u4e4e\u662f\u4e09\u4e2a\u65b9\u9762\uff1a\u4ea7\u54c1\u3001\u673a\u6784\u3001\u4e2a\u4eba\uff0c\u4e0b\u9762\u6211\u8bf4\u4e00\u4e0b\u8fd9\u4e09\u4e2a\u65b9\u9762\uff0c\u5206\u522b\u8981\u505a\u54ea\u4e9b\u529f\u8bfe\uff1f<\/span><\/p>\n 1\uff0c<\/span>\u5851\u9020\u4ea7\u54c1\u54c1\u724c<\/span>\uff1a<\/span>\u4ea7\u54c1\u54c1\u724c\u662f\u4e00\u79cd\u8bc6\u522b\u6807\u5fd7\u3001\u4e00\u79cd\u7cbe\u795e\u8c61\u5f81\u3001\u4e00\u79cd\u4ef7\u503c\u7406\u5ff5\uff0c\u662f\u54c1\u8d28\u4f18\u5f02\u7684\u6838\u5fc3\u4f53\u73b0\u3002\u4f46\u4ea7\u54c1\u5728\u4e0d\u540c\u516c\u53f8\u7684\u53d1\u5c55\u9636\u6bb5\uff0c\u5bf9\u4e8e\u54c1\u724c\u7684\u5851\u9020\u4e5f\u6709\u4e0d\u540c\u7684\u5dee\u522b\u3002\u6bd4\u5982\u8bf4\uff0c\u521b\u4e1a\u516c\u53f8\u521d\u671f\u7684\u4ea7\u54c1\u5f80\u5f80\u5f88\u591a\uff0c\u56e0\u4e3a\u521b\u59cb\u4eba\u4f1a\u672c\u7740\u201c\u4e0d\u77e5\u9053\u54ea\u5757\u4e91\u5f69\u4f1a\u4e0b\u96e8\u201d\u7684\u9a71\u52a8\u800c\u53bb\u591a\u89d2\u5ea6\u51fa\u51fb\uff0c\u8fd9\u79cd\u72b6\u51b5\u4e0b\u6ca1\u6709\u81ea\u5df1\u7684\u62f3\u5934\u4ea7\u54c1\u6216\u8005\u8db3\u4ee5\u4ee3\u8868\u81ea\u5df1\u54c1\u8d28\u7684\u4ea7\u54c1\uff0c\u4e5f\u4f1a\u8ba9\u81ea\u5df1\u7684\u4ea7\u54c1\u63a8\u5e7f<\/a>\u4eba\u5458\u7cbe\u529b\u5206\u6563\uff0c\u6ca1\u6709\u65b9\u5411\uff0c\u5f88\u96be\u51fa\u6548\u679c\u3002<\/span><\/p>\n \u4ea7\u54c1\u63a8\u5e7f<\/a>\u7684\u7b56\u7565\uff1a\u4ea7\u54c1\u5b9a\u4f4d<\/span><\/strong>+<\/span><\/strong>\u805a\u7126<\/span><\/strong><\/p>\n \u56e0\u4e3a\u4ea7\u54c1\u63a8\u5e7f<\/a>\u524d\uff0c\u4f60\u4f1a\u7814\u7a76\u4f60\u7684\u7528\u6237\u3001\u4ed6\u4eec\u559c\u6b22\u7684\u4fe1\u606f\u6536\u96c6\u7684\u9014\u5f84\u3001\u4ee5\u53ca\u4ed6\u4eec\u7684\u4e60\u60ef\u504f\u597d\u7b49\uff0c\u5176\u6b21\u624d\u662f\u4f60\u4eec\u8be5\u5b9a\u4ec0\u4e48\u6837\u7684\u4ea7\u54c1\u63a8\u5e7f<\/a>\u7b56\u7565\uff0c\u9488\u5bf9\u4f60\u4eec\u81ea\u5df1\u8bbe\u5b9a\u7684\u4ea7\u54c1\u5468\u671f\u3002<\/span><\/p>\n 2\uff0c<\/span>\u5851\u9020\u673a\u6784\u54c1\u724c<\/span>\/<\/span>\u516c\u53f8\u54c1\u724c<\/span><\/p>\n \u4f01\u4e1a\u54c1\u724c\u662f\u6307\u4ee5\u4f01\u4e1a\u540d\u79f0\u4e3a\u54c1\u724c\u540d\u79f0\u7684\u54c1\u724c\u3002<\/span><\/p>\n 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