摘 要
本文系统性地研究了SWOT分析框架在企业战略定位与规划中的综合应用。研究开篇阐述了在全球化和快速变化的商业环境中，企业如何通过SWOT分析这一战略工具来评估内部优劣势与外部机会威胁，以制定更具前瞻性和适应性的战略决策。本文不仅详细介绍了SWOT分析的基本理论，包括其定义、重要性、起源发展以及构成要素，还深入探讨了其在企业战略制定过程中的具体实践。研究核心部分详细剖析了SWOT分析如何助力企业明确内部优势与劣势，识别并评估运营中的短板；同时，通过分析外部市场环境、行业趋势及竞争对手行为，企业能够准确把握外部机会与潜在威胁。在此基础上，本文提出了基于SWOT分析的战略定位原则，强调企业战略需与企业愿景相契合，并紧密匹配市场需求，探讨了多元化战略定位下的资源配置策略。此外，本文还阐述了SWOT分析在企业战略规划中的关键角色，包括指导资源分配、优化资源配置机制，以及构建基于SWOT的风险管理框架。这些分析为企业决策者提供了实用的指南，以科学合理地制定战略方案，应对复杂多变的商业环境。
关键词：SWOT分析；企业战略定位；战略规划；资源配置；风险管理
RESEARCH ON ENTERPRISE STRATEGIC POSITIONING AND PLANNING BASED ON SWOT ANALYSIS
ABSTRACT
This paper systematically studies the comprehensive application of SWOT analysis fr amework in enterprise strategic positioning and planning. The study begins by explaining how, in a globalized and rapidly changing business environment, companies can use SWOT analysis as a strategic tool to assess internal strengths and weaknesses and external opportunities and threats in order to make more forward-looking and adaptive strategic decisions. This paper not only introduces the basic theory of SWOT analysis in detail, including its definition, importance, origin, development and constituent elements, but also discusses its specific practice in the process of enterprise strategy formulation. The core part of the study is a detailed analysis of how SWOT analysis helps enterprises to identify internal strengths and weaknesses, and identify and evaluate shortcomings in operations. At the same time, by analyzing the external market environment, industry trends and competitors' behavior, enterprises can accurately grasp the external opportunities and potential threats. On this basis, this paper puts forward the principle of strategic positioning based on SWOT analysis, emphasizes that the enterprise strategy should be in line with the enterprise vision and closely match the market demand, and discusses the resource allocation strategy under the diversified strategic positioning. In addition, this paper also elaborates the key role of SWOT analysis in enterprise strategic planning, including guiding resource allocation, optimizing resource allocation mechanism, and building a risk management fr amework based on SWOT. These analyses provide a practical guide for enterprise decision makers to make scientific and rational strategic plans to cope with the complex and changeable business environment.
KEY WORDS：SWOT analysis; Enterprise strategic positioning; Strategic planning; Resource allocation; Risk management
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1 研究背景 1
1.2 研究目的及意义 1
第2章 SWOT分析的理论基础 2
2.1 SWOT分析的定义与重要性 2
2.2 SWOT分析在企业战略中的作用 2
2.3 SWOT分析的起源与发展 2
2.4 SWOT分析模型的构成要素 2
第3章 SWOT分析在企业战略定位中的应用 4
3.1 明确企业优势与劣势 4
3.2 把握外部机会与威胁 4
3.3 制定科学合理的战略定位 4
3.4 指导资源配置与决策制定 5
第4章 SWOT分析在企业战略规划中的应用 6
4.1 识别内部优势与劣势 6
4.2 分析外部机会与威胁 6
4.3 制定战略方案 6
4.4 指导资源分配与风险管理 7
第5章 结论与展望 8
参考文献 9
致 谢 10
