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使公司成功的5个因素 – 译学馆
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使公司成功的5个因素

The Explainer: The 5 Forces That Make Companies Successful

Most people think of business competition
很多人以为商业竞争就是
as a tug of war between rivals
对手以拔河比赛的形式
with each competing for more sales or market share.
抢占更多销售额和市场份额
But, according to Harvard Business School professor
但哈佛商学院教授
Michael Porter, competition is more complex than that.
麦克·博尔特认为商业竞争比拔河比赛复杂得多
It’s not about who’s the biggest,
商业竞争重要的不是体量大小
it’s about who is the most profitable.
而是利润的高低
And profitability is defined by five competitive forces.
而盈利能力由5个竞争因素决定
Let’s start with your buyers, or customers,
先说你的顾客 或者说是客户
who would always be happier to pay less and get more.
他们永远想要用更少的钱买更多的东西
In the airline industry, price competition is fierce,
在航空业中 价格竞争很激烈
because so many travelers just
因为很多游客
want the cheapest flight.
只想要最低廉的票价
Then, there are your suppliers, who’d
与此同时 你的那些供应商
ideally like to be paid more and deliver less.
想通过运送更少的乘客赚更多的钱
Powerful suppliers will use their clout
强大的供应商会利用他们的影响力
to raise prices or insist on other more favorable terms.
来提高价格或者坚持其他对自己有利的条款
A third source of competition comes
第三个竞争来源来自于
from substitute products or services
能够满足你基本需求的
that meet the same basic need you do.
替代产品或服务
These aren’t always obvious rivals.
他们不一定是明显的竞争对手
The toughest competitors may come from different industries.
最难对付的竞争对手可能来自于其他行业
New entrants can also create tension.
行业的新加入者也会加剧竞争
For instance, Southwest Airlines challenged the industry
比如说 西南航空公司挑战行业的方式
by flying just one kind of airplane,
是只使用一种机型
reducing costs and allowing it to offer better ticket deals.
以降低成本从而降低票价
This pushed other carriers to spend more
迫使其他承运公司用更高的成本
to retain their customers.
来留住客户
Finally, you still have to fight your existing rivals,
最后 你还得对付现有竞争对手
and intense competition reduces everyone’s profitability.
而剧烈的竞争会降低所有公司的盈利能力
The major airlines have been in this position for years,
大型航空公司身处这种局势多年
forcing them to defend increasingly narrow profit margins
为维护日趋狭窄的利润空间
with fees for exit row upgrades,
他们开始对紧急出口座位升级
checked bags, even snacks.
行李检查 零食等征收费用
These five forces define every industry structure
这五大因素组成了行业架构
and shape your company’s future.
并塑造了你公司的未来
Once you understand them, you can make better predictions
只要了解它们 你就能做出更准确的预测
create more competitive strategies,
做出更有竞争力的战略计划
and increase your profits.
从而提高你的利润

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视频概述

了解这五个因素,提高公司竞争力。

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视频来源

https://www.youtube.com/watch?v=XCWHSeDU-zk

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