essay怎么写？推荐几款商业营销分析工具 Marketing Analysis Tools for Business
essay怎么写？本文主要目的是针对留学essay写作进行指导，并推荐几款商业营销分析工具。当今世界，世界各地的所有企业都面临着激烈的竞争。为了在商业竞争中生存下来，公司必须通过使用有效的营销工具找到自己最强的战略。通过这样做，有许多营销工具，如SWOT分析、PEST分析、BCG矩阵、4P、波特五力等。使用这些工具的主要目的是帮助公司创建和增强其战略，从而提高其业务绩效。在这项评估中，它将说明SWOT分析和PEST分析，以了解它们如何在商业公司中工作。下面就一起来看一下关于essay写作所需要的几款商业营销分析工具。
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.
首先从SWOT分析开始，它是用于分析业务情况和战略规划的最重要的营销工具之一。通过分析内部和外部因素，确定新战略也很有用。这一战略对各种组织或企业都是有益的。此外，SWOT分析分为两类，分别考察内部因素和外部因素。内部因素包括优势（S）和劣势（W），而外部因素包括机会（O）和威胁（T）。因此，SWOT分析在公司成功战略中起着至关重要的作用。有许多例子支持与公司进行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.
从第一个例子开始，Zahorsky声称有很多企业有能力意识到自己的内部表现，而外部表现还不够好。因此，SWOT分析对他们检查自己的公司非常有用，特别是对小企业。此外，寻找公司的成长，了解公司的结构，提高竞争性营销和广告也很有效。
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.
第二个例子是Vanichakul，他是泰国大学的讲师，他解释说，SWOT分析可用于制定战略规划和分析当前形势，以便组织将弱点和威胁最小化，而将优势和机会最大化。然而，他还举了一个例子，在泰国，大多数组织，尤其是中小学和大学，应用SWOT分析不仅制定了新的战略规划，还确定了他们的绩效，以便不断改进他们的组织。
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.
第三个例子是关于麦当劳的案例研究。讨论了SWOT分析法，由于每个客户的需求不同，该分析法可用于增加战略企业营销的机会。公司应该做的另一件事是定期客户记录。此外，麦当劳的优势和劣势还涉及品牌忠诚度、服务时间、口味、方便食品和食品质量。虽然机会和威胁是指其竞争对手、目标群体、菜单和设施。
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).
第四个例子是Tasmeen通过进行SWOT分析并考虑影响福特业绩的内外部环境因素，提供了福特的案例研究。此外，通过SWOT分析，对上市公司集团的结构、程序、历史和产品进行了详细审查，以加强其战略规划。此外，阿什利家具工业还通过SWOT分析进行了检验。在此之后，其结果包括历史、员工、主要竞争对手、基本产品和服务。
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，这种营销工具有几个优点和缺点。首先，SWOT分析对企业很有用，因为它可以增强企业的优势，减少企业的劣势。此外，机会和威胁分析是为了分析公司有时无法控制的外部因素。从这些原因出发，SWOT分析将提升公司形象，并导致有效的经营业绩。其次，SWOT分析将有助于公司制定新的战略。为了更好的经营业绩，公司应该意识到自己的弱点，建立自己的长处，以便制定有效的未来计划。当然，SWOT分析很容易适应各种情况，例如选择、优先处理重要订单、面对意外问题、分析问题的原因和影响、生成新项目、提高工作效率和创造知识获取。此外，Bartolomei的文章支持SWOT分析的好处是提供并帮助公司更明确地预测因果关系。
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，也有一些反对优势的论点。例如，对SWOT分析存在许多误解，导致了诸如技能、经验和研究人员等信息质量问题。另一个例子是SWOT分析应该间歇性地重复进行，以检查情况和因素的变化。此外，负责SWOT分析的人不会因为避免扭曲信息而产生偏见。
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.
本部分将讨论PEST分析，这是一种营销工具。公司或组织使用此工具分析外部因素，包括难以控制的政治（P）、经济（E）、社会（S）和技术（T）因素。然而，它也会对组织或业务绩效产生影响。此外，根据Haughey的想法（n.d.），PEST分析是项目战略规划的重要组成部分。首先分析了税率、劳动法、执法、贸易政策和收费等政治因素以及政治的某些情况。其次，对于经济因素，它将考虑经济危机、经济增长、利率、汇率、通货膨胀和通货紧缩。第三，就社会因素而言，它将关注社会价值、社会方面、文化、信仰和医疗保健、人口增长、寿命延长、失业率、犯罪率和安全。最后，关于技术的最后一个因素将说明进行研发（R&D）、机械化或工业化、技术动机的发展和技术变革。
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).
有一个例子是，与一家公司进行PEST分析，该公司是英国的旅游业之一，即Simply Travel。根据文章，PEST分析影响了客户需求。
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.
另一个例子是UNISON，它是英国最大的公共部门工会，进行PEST分析，以满足其员工的需求和决心。文章之后，通过PEST分析，我们清楚地发现，移民工人参与项目对英国境外的外籍员工产生了良好的影响。
然而，如果公司使用PEST分析，会有很多好处。例如，这些公司将了解广泛的公司因素。这不仅促使企业改进战略规划，而且如果企业也需要获得更多利润，它们也会谨慎承担风险。此外，还将向这些公司展示他们的机会，以提高他们的有效绩效。
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).
尽管PEST分析有助于公司了解和制定最新的营销战略规划，但它也有一些影响其行动的局限性。例如，竞争市场的剧烈变化导致未来公司处境艰难。拥有大量信息可能是寻找真正有用信息的问题。许多人认为，PEST分析用于分析宏观外部环境，并与其他组成部分相关联，例如他们自己的公司、企业和竞争对手。
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.
总之，关于essay写作很明显，每种营销工具都有很多优点，也有很多缺点。然而，最好同时使用SWOT分析，因为PEST分析只能显示外部因素。因此，SWOT分析将涵盖内部因素分析。此外，还有一些建议建议公司应同时使用其他工具，如PRIMO-F分析、波特的五种力量。尽管使用PEST和SWOT分析都是有益的，但公司应更新其信息，以避免过时的信息。因此，这些公司将能够了解其业绩，改进其战略规划，并与其他竞争对手竞争。
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