essay怎么寫？推薦幾款商業(yè)營銷分析工具 Marketing Analysis Tools for Business

essay怎么寫？本文主要目的是針對留學(xué)essay寫作進(jìn)行指導(dǎo)，并推薦幾款商業(yè)營銷分析工具。當(dāng)今世界，世界各地的所有企業(yè)都面臨著激烈的競爭。為了在商業(yè)競爭中生存下來，公司必須通過使用有效的營銷工具找到自己最強(qiáng)的戰(zhàn)略。通過這樣做，有許多營銷工具，如SWOT分析、PEST分析、BCG矩陣、4P、波特五力等。使用這些工具的主要目的是幫助公司創(chuàng)建和增強(qiáng)其戰(zhàn)略，從而提高其業(yè)務(wù)績效。在這項(xiàng)評估中，它將說明SWOT分析和PEST分析，以了解它們?nèi)绾卧谏虡I(yè)公司中工作。下面就一起來看一下關(guān)于essay寫作所需要的幾款商業(yè)營銷分析工具。

Todays world all businesses around the world become intense competition. Companies have to find their own strongest strategies by using effective marketing tools in order to survive in the business competition. By doing that, there are many marketing tools such as SWOT analysis, PEST analysis, BCG matrix, 4P s, Porter’s five forces, etc. The main purpose of using these is to help the companies create and enhance their strategies so that their business performance will be improved. On this assessment, it will illustrate SWOT analysis and PEST analysis which give an understanding how they work through the business companies.

To begin with SWOT analysis, it is one of the most important marketing tools that is used for analysing the business situations and strategic plannings. It is also useful for determining the new strategies by analysing the internal and external factors (Bartolomei, 2010). This strategy is beneficial for various organisations or businesses. Besides, SWOT analysis is divided into two categories which are examining on the both internal and external factors. Internal factors consist of strengths (S) and weaknesses (W), while external factors comprise opportunities (O) and threats (T) (Novicevic, Harvey, Autry and Bond lll, 2004). Thus, SWOT analysis plays a crucial key in the companies strategies to succeed. There are many examples that support conducting SWOT analysis with the companies.

首先從SWOT分析開始，它是用于分析業(yè)務(wù)情況和戰(zhàn)略規(guī)劃的最重要的營銷工具之一。通過分析內(nèi)部和外部因素，確定新戰(zhàn)略也很有用。這一戰(zhàn)略對各種組織或企業(yè)都是有益的。此外，SWOT分析分為兩類，分別考察內(nèi)部因素和外部因素。內(nèi)部因素包括優(yōu)勢（S）和劣勢（W），而外部因素包括機(jī)會（O）和威脅（T）。因此，SWOT分析在公司成功戰(zhàn)略中起著至關(guān)重要的作用。有許多例子支持與公司進(jìn)行SWOT分析。

To begin with the first example, Zahorsky (n.d.) claimed that there are plenty of businesses have capability to aware of their inner-performance while the outer-performance are not well enough. Hence, SWOT analysis is very useful for them to examine their companies especially for small businesses. In addition, it is effective to look for the companies growth, comprehend their structure, and improve the competitive marketing and advertising.

從第一個(gè)例子開始，Zahorsky聲稱有很多企業(yè)有能力意識到自己的內(nèi)部表現(xiàn)，而外部表現(xiàn)還不夠好。因此，SWOT分析對他們檢查自己的公司非常有用，特別是對小企業(yè)。此外，尋找公司的成長，了解公司的結(jié)構(gòu)，提高競爭性營銷和廣告也很有效。

The second example is Vanichakul (2004), who is the lecturer in Thailand’s university, explained that SWOT analysis could be used to create the strategic planning and analyse the current situation in order that the organisations would minimise the weaknesses and threats whereas they would maximise the strengths and opportunities. However, he also gave an example that in Thailand the majority of organisations especially schools and universities applied SWOT analysis to not only create their new strategic planning but also determine their performance so as to improve their organisations consecutively.

第二個(gè)例子是Vanichakul，他是泰國大學(xué)的講師，他解釋說，SWOT分析可用于制定戰(zhàn)略規(guī)劃和分析當(dāng)前形勢，以便組織將弱點(diǎn)和威脅最小化，而將優(yōu)勢和機(jī)會最大化。然而，他還舉了一個(gè)例子，在泰國，大多數(shù)組織，尤其是中小學(xué)和大學(xué)，應(yīng)用SWOT分析不僅制定了新的戰(zhàn)略規(guī)劃，還確定了他們的績效，以便不斷改進(jìn)他們的組織。

The third example is about Mcdonalds case study (The Time 100, 2009). It was discussed about SWOT analysis which could be used for multiplying the opportunities in strategic business marketing because of the different demands of each customer. Another thing, of which the companies should do, was the regular customers record. Furthermore, the strengths and weaknesses of Mcdonald were referred to brand loyalty, serving time, tastes, convenient food and the quality of food. While the opportunities and threats were referred to its competitors, target groups, menu and facilities.

第三個(gè)例子是關(guān)于麥當(dāng)勞的案例研究。討論了SWOT分析法，由于每個(gè)客戶的需求不同，該分析法可用于增加戰(zhàn)略企業(yè)營銷的機(jī)會。公司應(yīng)該做的另一件事是定期客戶記錄。此外，麥當(dāng)勞的優(yōu)勢和劣勢還涉及品牌忠誠度、服務(wù)時(shí)間、口味、方便食品和食品質(zhì)量。雖然機(jī)會和威脅是指其競爭對手、目標(biāo)群體、菜單和設(shè)施。

The fourth example is Tasmeen (2009) provided the case study of Ford by conducting SWOT analysis and considering the internal and external environment factors which influenced on Ford s performance. Additionally, the Interpublic Group of Companies was scrutinised the structure, procedures, histories and products by using SWOT analysis so as to enhance its strategic plannings (Aarkstore, 2010). Moreover, The Ashley Furniture Industries was also examined by SWOT analysis. Following this, the result of it included the history, employees, main competitors, essential product and services (Companiesandmarkets, 2010).

第四個(gè)例子是Tasmeen通過進(jìn)行SWOT分析并考慮影響福特業(yè)績的內(nèi)外部環(huán)境因素，提供了福特的案例研究。此外，通過SWOT分析，對上市公司集團(tuán)的結(jié)構(gòu)、程序、歷史和產(chǎn)品進(jìn)行了詳細(xì)審查，以加強(qiáng)其戰(zhàn)略規(guī)劃。此外，阿什利家具工業(yè)還通過SWOT分析進(jìn)行了檢驗(yàn)。在此之后，其結(jié)果包括歷史、員工、主要競爭對手、基本產(chǎn)品和服務(wù)。

However, there are several advantages and disadvantages for this marketing tool. Firstly, SWOT analysis is useful for businesses because of increasing the strengths of companies and reducing the weaknesses of companies. Furthermore, the analysis of opportunities and threats is to analyse the external factors, which the companies sometimes cannot control. From these reasons, SWOT analysis will enhance the image of companies and lead to the effective business performance. Secondly, SWOT analysis will help the companies to create new strategies. Due to a better business performance, the companies should aware of their weak points and build their own strong points so as to have their efficient future plans. It is certainly true that SWOT analysis is easy to adapt with a variety of situations such as selection, prioritizing important orders, facing to the unexpected problems, analysis the cause and effect of problems, generating the new project, enhancing the work effectiveness and creating the acquisition of knowledge. Besides, Bartolomei s article (2010) supported that the benefits of SWOT analysis are to provide and help the companies to forecast the causes and effects more explicitly.

然而，這種營銷工具有幾個(gè)優(yōu)點(diǎn)和缺點(diǎn)。首先，SWOT分析對企業(yè)很有用，因?yàn)樗梢栽鰪?qiáng)企業(yè)的優(yōu)勢，減少企業(yè)的劣勢。此外，機(jī)會和威脅分析是為了分析公司有時(shí)無法控制的外部因素。從這些原因出發(fā)，SWOT分析將提升公司形象，并導(dǎo)致有效的經(jīng)營業(yè)績。其次，SWOT分析將有助于公司制定新的戰(zhàn)略。為了更好的經(jīng)營業(yè)績，公司應(yīng)該意識到自己的弱點(diǎn)，建立自己的長處，以便制定有效的未來計(jì)劃。當(dāng)然，SWOT分析很容易適應(yīng)各種情況，例如選擇、優(yōu)先處理重要訂單、面對意外問題、分析問題的原因和影響、生成新項(xiàng)目、提高工作效率和創(chuàng)造知識獲取。此外，Bartolomei的文章支持SWOT分析的好處是提供并幫助公司更明確地預(yù)測因果關(guān)系。

On the other hand, there are some arguments that against the advantages. For instance, there are many misunderstanding of SWOT analysis which causes problems about the quality of information such as skills, experiences, and the researchers. Another example is SWOT analysis should be repeated doing intermittently in order to examine the changes of situations and factors. Moreover, people who take responsibility for SWOT analysis could not have the bias due to avoiding the distorted information. (Novicevic, Harvey, Autry and Bond III, 2004)

另一方面，也有一些反對優(yōu)勢的論點(diǎn)。例如，對SWOT分析存在許多誤解，導(dǎo)致了諸如技能、經(jīng)驗(yàn)和研究人員等信息質(zhì)量問題。另一個(gè)例子是SWOT分析應(yīng)該間歇性地重復(fù)進(jìn)行，以檢查情況和因素的變化。此外，負(fù)責(zé)SWOT分析的人不會因?yàn)楸苊馀で畔⒍a(chǎn)生偏見。

This part is going to discuss about PEST analysis, which is one of the marketing tools. Companies or organisations use this tool to analyse the external factors including political (P), economic (E), social (S) and technological (T) factors that are difficult to control. However, it also has impacts on the organisational or business performance. In addition, according to Haughey s thinking (n.d.), PEST analysis is the significant part of conducting a strategic planning of project. Firstly it will analyse political factors such as tax rate, labour laws, law enforcement, trade policy and charging fee as well as the certain situation of politics. Secondly, for economic factors, it will consider economic crisis, economic growth, interest rates, exchange rates, inflation and deflation. Thirdly, in term of social factors, it will pay attention to the social value, the social aspects, cultures, believes and medical cares, population growth, longer life period, unemployed rate, crime rate and safety. Finally, the last factor, which is about technologies, will illustrate conducting Research and Development (R&D), mechanization or industrialization, the development of technological motivations and the technological changes.

本部分將討論P(yáng)EST分析，這是一種營銷工具。公司或組織使用此工具分析外部因素，包括難以控制的政治（P）、經(jīng)濟(jì)（E）、社會（S）和技術(shù)（T）因素。然而，它也會對組織或業(yè)務(wù)績效產(chǎn)生影響。此外，根據(jù)Haughey的想法（n.d.），PEST分析是項(xiàng)目戰(zhàn)略規(guī)劃的重要組成部分。首先分析了稅率、勞動法、執(zhí)法、貿(mào)易政策和收費(fèi)等政治因素以及政治的某些情況。其次，對于經(jīng)濟(jì)因素，它將考慮經(jīng)濟(jì)危機(jī)、經(jīng)濟(jì)增長、利率、匯率、通貨膨脹和通貨緊縮。第三，就社會因素而言，它將關(guān)注社會價(jià)值、社會方面、文化、信仰和醫(yī)療保健、人口增長、壽命延長、失業(yè)率、犯罪率和安全。最后，關(guān)于技術(shù)的最后一個(gè)因素將說明進(jìn)行研發(fā)（R&D）、機(jī)械化或工業(yè)化、技術(shù)動機(jī)的發(fā)展和技術(shù)變革。

There is an example that conducting PEST analysis with a company, which is one of the tourism industries in the UK, namely Simply Travel. According to the article, PEST analysis was influenced on the customers needs (123HelpMe, 2011).

有一個(gè)例子是，與一家公司進(jìn)行PEST分析，該公司是英國的旅游業(yè)之一，即Simply Travel。根據(jù)文章，PEST分析影響了客戶需求。

Another example is UNISON, which is the biggest public sector trade union in the UK, conducts PEST analysis in order to reach the demand of its staff and determination. Following the article, it is clearly revealed that the Migrant Workers Participation Project had a good impact on the alien employees outside Britain by using PEST analysis (The Times 100, 2010).

Nevertheless, there are many benefits if the companies use PEST analysis. For instance, the companies will be aware of the extensive firm s factors. Not only does it motivate the firms to improve their strategic planning, but the firms also are cautious their risks if they need to gain more profit as well. Besides, the companies will be indicated their opportunities so that they will enhance their effective performances.

另一個(gè)例子是UNISON，它是英國最大的公共部門工會，進(jìn)行PEST分析，以滿足其員工的需求和決心。文章之后，通過PEST分析，我們清楚地發(fā)現(xiàn)，移民工人參與項(xiàng)目對英國境外的外籍員工產(chǎn)生了良好的影響。

然而，如果公司使用PEST分析，會有很多好處。例如，這些公司將了解廣泛的公司因素。這不僅促使企業(yè)改進(jìn)戰(zhàn)略規(guī)劃，而且如果企業(yè)也需要獲得更多利潤，它們也會謹(jǐn)慎承擔(dān)風(fēng)險(xiǎn)。此外，還將向這些公司展示他們的機(jī)會，以提高他們的有效績效。

Despite the fact that PEST analysis will help the companies to understand and create the up-to-date marketing strategic planning, it also has some limitations that affect its actions. For example, the dramatic change in the competitive market leads to the difficult companies situation in the future. Having a lot of information might be problem for finding the real useful information. Many people believe that PEST analysis uses for analysing the macro external environment and it is associated with others components such as their own companies, businesses and competitors (CMI, 2005).

盡管PEST分析有助于公司了解和制定最新的營銷戰(zhàn)略規(guī)劃，但它也有一些影響其行動的局限性。例如，競爭市場的劇烈變化導(dǎo)致未來公司處境艱難。擁有大量信息可能是尋找真正有用信息的問題。許多人認(rèn)為，PEST分析用于分析宏觀外部環(huán)境，并與其他組成部分相關(guān)聯(lián)，例如他們自己的公司、企業(yè)和競爭對手。

To conclude, it is obviously true that every marketing tool has not only many advantages but also many disadvantages. However, it is better to use SWOT analysis simultaneously because PEST analysis can be shown only the external factors. Therefore, SWOT analysis will be covered the internal factors analysis. Additionally, there are some suggestions that the companies should use other tools such as PRIMO-F analysis, Porter’s five forces in the same time (Morrison, 2010). Although, using both of PEST and SWOT analysis are beneficial, the companies should updated their information in order to avoid obsolete information. Consequently, the companies will be able to understand their performance, improve their strategic planning and compete with their other competitors.

總之，關(guān)于essay寫作很明顯，每種營銷工具都有很多優(yōu)點(diǎn)，也有很多缺點(diǎn)。然而，最好同時(shí)使用SWOT分析，因?yàn)镻EST分析只能顯示外部因素。因此，SWOT分析將涵蓋內(nèi)部因素分析。此外，還有一些建議建議公司應(yīng)同時(shí)使用其他工具，如PRIMO-F分析、波特的五種力量。盡管使用PEST和SWOT分析都是有益的，但公司應(yīng)更新其信息，以避免過時(shí)的信息。因此，這些公司將能夠了解其業(yè)績，改進(jìn)其戰(zhàn)略規(guī)劃，并與其他競爭對手競爭。

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