波特的五力模型分析.doc

Porter’s five forces model
波特的五力模型
Barriers to entry
Rivalry among petitors
Threat of substitutes
Bargaining power of suppliers
Bargaining power of buyers
Rivalry among petitors includes:
Similar ability petitors
Falling demand of products
Consumer can switch brand easily
Product is perishable
threat of substitutes
means the risks of the products which similar with pany’s
The quality of the substitutes
The price of the substitutes
Barriers of entry (two sides)
The threat of petitors entering the industry
The barriers of entry the industry
Up-front capital requirements of entering an industry is huge
Access to distribution channels
The barging power of buyer
Switching cost of buyers is low
Products are standard or not much different
The buyer may know the real market price
Customer can choose whether or when they purchase the product
The barging power of supplier
Only one or few suppliers dominate the supplying industry
No or few substitute raw material
Cost of switching raw material
波特五力模型的意义
It explains how overall profitability depends