孙子兵法与SWOT分析
摘要：孙子兵法是中国古代军事著作，由春秋时期的一位高级军事将领和战略家孙子所创。历代研究孙子兵法一般分为两类：整理注释和应用研究。现在应用研究已经远远超出了军事领域的范围，更多的运用于商业领域。其中的“知彼知己”与“五事七计”运用的最为广泛。
SWOT分析指的是摸清对手相对于自己的强处和弱点，并掌握企业在这样的环境下，有什么机会和威胁。这使SWOT广泛应用于战略研究与竞争分析，成为战略管理和竞争情报的重要分析工具。分析直观、使用简单是它的重要优点。但是，正是这种直观和简单，使得SWOT不可避免地带有精度不够的缺陷。
此时以《孙子兵法》提出的“知彼知己”与“五事七计”，能更加真实、客观、精确，并提供一定的定量数据弥补SWOT定性分析的不足，构造高层定性分析的基础。
最后本文结合《孙子兵法》提出的“知彼知己”、“五事七计”与 SWOT分析，建立中国特色的竞争策略模式，从而为解决企业的管理与营销问题提供新思路。
关键词：孙子兵法；SWOT；知己知彼；五事七计
The Art of War and SWOT Analysis
Abstract
The Art of War is an ancient Chinese military treatise that is attributed to Sun Tzu, a high ranking military general and strategist during the late Spring and Autumn period. The dynasties research to Sun Tzu is generally divided into two categories: one for the collation comment, the other for applied research. Applied research is now far beyond the scope of the military field and more used in the commercial sector. Especially, “knowing the other side and oneself” and “five fundamentals and seven stratagems” is used most widely.
SWOT Analysis refers to understanding the strength and weakness of the opportunities and threats that the environment may impact on one's business. So SWOT is widely used in strategic research and competitive analysis and becomes strategic management and competitive intelligence analysis tool. It has important advantages that analysis of intuitive and simple to use. However, it is the intuitive and simple to make the SWOT has an inevitably lack of precision defects.
At that time, using “knowing the other side and oneself” and “five fundamentals and seven stratagems” proposed in The Art of War can be more real, objective and accurate and provide quantitative data to compensate for the deficiencies of SWOT qualitative analysis.
Finally, combined with “knowing the other side and oneself” and “five fundamentals and seven stratagems” proposed in The Art of War and SWOT establish the mode of competitive strategy with Chinese characteristics, so as to provide a new idea to solve the enterprise management and marketing issues.
Key words: The Art of War; SWOT; “knowing the other side and oneself”; “five fundamentals and seven stratagems”
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