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今天小编带你继续探索SWOT战略分析研究，

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Today, the editor brings the “SWOT Strategic Analysis Research”.

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以前同学们学习SWOT分析方法的时候是否仅进行行业状况分析呢？本周小编学习了一篇文章，让小编对SWOT分析方法有了新的认识，具体的方法利用是如何？请看本期推文具体内容吧！

首先，作者对研究对象H房地产公司进行了SWOT行业分析基本总结：由于传统单纯的定性描述无法对企业的战略进行准确分析，因此，通过定性分析与定量计算相结合的方法，对H房地产公司的战略进行SWOT分析，具体包括五部分：①H房地产公司SWOT定性诊断；②H房地产公司各因素力度测算；③H房地产公司的战略四边形的构建；④H房地产公司战略类型方位角的计算；⑤H房地产公司战略强度系数的计算；⑥H房地产公司战略选择分析。下面对其展开分析。总结得到下表：

Did students only conduct industry analysis when learning SWOT analysis methods in the past? This week, I learned an article that gave me a new understanding of SWOT analysis methods. What are the specific methods used? Please take a look at the specific content of this tweet!

Firstly, the author conducted a SWOT industry analysis of the research object H Real Estate Company. The basic conclusion is that traditional qualitative descriptions cannot accurately analyze the company's strategy. Therefore, a combination of qualitative analysis and quantitative calculation is used to conduct a SWOT analysis of H Real Estate Company's strategy, which includes five parts: ① qualitative diagnosis of H Real Estate Company's SWOT; ② Calculation of the strength of various factors in H real estate company; ③ The construction of the strategic quadrilateral of H real estate company; ④ Calculation of strategic type azimuth of H real estate company; ⑤ Calculation of strategic intensity coefficient for H real estate company; ⑥ Analysis of strategic choices for H real estate company. Let's analyze it below. The following table summarizes:

第一步：计算各因素力度

为了准确评估H房地产公司外部的机会威胁以及内部的优势劣势各因素状况，组织公司相关部门负责人、营销人员、关联企业的部门负责人以及消费者代表（总称为专家）进行访谈。结合H房地产公司相关数据资料，对H房地产公司相关因素的强度和发展概率的估值如表4-5所示：

Step 1: Calculate the strength of each factor

In order to accurately evaluate the external opportunities, threats, and internal strengths and weaknesses of H Real Estate Company, interviews were organized with relevant department heads, marketing personnel, department heads of affiliated enterprises, and consumer representatives (collectively referred to as experts). Based on the relevant data of H Real Estate Company, the estimation of the strength and development probability of the relevant factors of H Real Estate Company is shown in Tables 4-5:

将H房地产公司的机会/威胁因素的估计强度与其重要性一一对应，得到H房地产公司机会O和威胁T的总强度，即O=0.7x0.8+0.65x0.85+0.7x0.9+0.8x0.9=2.46T=(-0.45x0.8)+(-0.45x0.8)+(-0.6x0.7)+(-0.6x0.7)=-1.56

Correspond the estimated strength of the opportunity/threat factors of H real estate company to their importance one by one, and obtain the total strength of opportunity O and threat T of H real estate company, that is, O=0.7x0.8+0.65x0.85+0.7x0.9+0.8x0.9=2.46T=(-0.45x0.8)+(-0.45x0.8)+(-0.6x0.7)+(-0.6x0.7)=-1.56

将H房地产公司的优势/劣势因素的估计强度与其重要性一一对应，得到H房地产公司优势S和劣势T的总强度，即S=0.85ⅹ0.85+0.7x0.8+0.8x0.8+0.7x0.8=2.48W=(-0.75x0.7)+(-0.7x0.7)+(-0.8x0.8)+(-0.75x0.75)+(-0.7x0.6)+(-0.8x0.8)=-3.20

Correspond the estimated strength of H real estate company's strengths/weaknesses with their importance one by one, and obtain the total strength of H real estate company's strengths S and weaknesses T, namely S=0.85 x 0.85+0.7x0.8+0.8x0.8+0.7x0.8=2.48W=(-0.75x0.7)+(-0.7x0.7)+(-0.8x0.8)+(-0.75x0.75)+(-0.7x0.6)+(-0.8x0.8)=-3.20

第二步：构建战略四边形

根据上述SWOT总因素强度计算结果，分别以H房地产公司的优势因素评估结果（S=2.48）、H房地产公司的劣势因素评估结果（W=-3.20）、H房地产公司的因素评估结果（0=2.46）和H房地产公司的威胁/挑战因素评估结果（T=-1.56）为半轴，构建H房地产公司的战略四边形如下。

Step 2: Build a strategic quadrilateral

Based on the above SWOT total factor intensity calculation results, the strategic quadrilateral of H Real Estate Company is constructed using the evaluation results of H Real Estate Company's strengths (S=2.48), H Real Estate Company's weaknesses (W=-3.20), H Real Estate Company's factors (0=2.46), and H Real Estate Company's threat/challenge factors (T=-1.56) as half axes.

由H房地产公司的战略四边形可以计算得：SW=2.48+3.20=5.86OT=2.46+1.56=4.02

According to the strategic quadrilateral of H Real Estate Company, SW=2.48+3.20=5.86OT=2.46+1.56=4.02

第三步：计算战略类型方位

战略四边形的重心坐标决定了H房地产公司经营战略的类型，以θ表示H房地产公司的战略方位角，通过方位角计算，得出H房地产公司所在的战略区域类型。tanθ=Y/X=4.02/5.86=0.69，以SW作为横轴，即X大小等于SW取值；OT作为纵T轴，即Y大小等于为OT取值，得θ大小是35º，在[0，π/4）区间内，定位到H房地产公司在第一象限中，根据相关战略选择理论，结合H房地产公司的经营实际状况和外部市场环境，H房地产公司应当建立开拓型区域下的实力型战略。

Step 3: Calculate strategic type orientation

The Barycentric coordinate system of the strategic quadrangle determines the type of business strategy of H Real Estate Company θ Represents the strategic azimuth of H Real Estate Company, and calculates the type of strategic area where H Real Estate Company is located through azimuth calculation. Tan θ= Y/X=4.02/5.86=0.69, with SW as the horizontal axis, where the size of X equals the value of SW; OT is taken as the vertical T-axis, where the size of Y is equal to the value of OT θ The size is 35 º, within the range of [0, π/4), positioning H Real Estate Company in the first quadrant. Based on relevant strategic selection theory, combined with H Real Estate Company's actual operating situation and external market environment, H Real Estate Company should establish a strength based strategy in an exploratory region.

H房地产公司的战略强度运算得：V=T×W=(-1.56)x(-3.2)=4.99，U=O×S=2.46x2.48=6.10所以：

ρ=U/(U+V)=6.10/(6.10+4.99)=0.55，伴随着H房地产公司战略正强度U的不断上升，H房地产公司的战略强度系数变大，H房地产公司战略强度提高；在H房地产公司战略正强度U不变的前提下，H房地产公司战略负强度V值不断上升，H房地产公司的战略强度系数变弱，H房地产公司战略强度衰弱。由运算数据进一步可知，H房地产公司的战略强度是0.55，在战略开拓区域0.5到1之间，因此H房地产公司应该采取开拓度较大的战略。

The strategic intensity calculation of H real estate company yields: V=T × W=(-1.56) x (-3.2)=4.99, U=O × S=2.46x2.48=6.10, so:

ρ= U/(U+V)=6.10/(6.10+4.99)=0.55, accompanied by the continuous increase in strategic strength U of H Real Estate Company, the strategic strength coefficient of H Real Estate Company has increased, and the strategic strength of H Real Estate Company has increased; On the premise that the positive strength U of H real estate company's strategy remains unchanged, the negative strength V value of H real estate company's strategy continues to rise, the strategic strength coefficient of H real estate company weakens, and the strategic strength of H real estate company weakens. It can be further seen from the calculation data that the strategic strength of H Real Estate Company is 0.55, which is between 0.5 and 1 in the strategic development area. Therefore, H Real Estate Company should adopt a strategy with a greater degree of development.

综上来看，SWOT分析方法也是可以利用数据的形式提供相对精准的企业战略建议的，下一期小编将带同学们看一下从消费者角度如何进行企业战略规划，敬请期待吧！

To sum up, the SWOT analysis method can also provide relatively accurate corporate strategic suggestions in the form of data. The next edition will show you how to conduct corporate strategic planning from the perspective of consumers. Please wait!

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参考资料：百度百科、百度翻译

参考文献：

[1]杨海荣. 供给侧改革背景下房地产企业市场拓展策略研究[D].武汉理工大学,2021.