swot-analysis

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SWOT Analysis Skill

SWOT Analysis Skill

本 skill 執行一套完整的 SWOT 分析流程,從環境掃描到策略選擇,分為四個階段。
本 skill 正面回應 SWOT 實務上的六大挑戰:
挑戰本 skill 的回應方式
挑戰一:如何思考 & 挑出具合理元素?用驗證問題篩選 S/W/O/T,排除不合理項目
挑戰二:是否有思考的次序?固定四階段順序:外部→內部→碰撞→選擇
挑戰三:如何形成不同候選策略?SO/ST/WO/WT 系統性碰撞,每象限各自生成
挑戰四:如何轉換成建議策略?用態勢判斷邏輯(S vs. W + O vs. T)定調,輸出策略定調卡
挑戰五:多久更新一次?每次輸出附帶「定期審視建議」,標記時效敏感項目
挑戰六:哪些層次或標的可以使用?適用於企業、事業單位、產品線、品牌、專案等不同層次

This skill executes a complete SWOT analysis process, from environmental scanning to strategy selection, divided into four phases.
This skill directly addresses six major practical challenges of SWOT analysis:
ChallengeHow This Skill Responds
Challenge 1: How to think and select reasonable elements?Use validation questions to filter S/W/O/T items and eliminate unreasonable ones
Challenge 2: Is there an order of thinking?Fixed four-phase sequence: External → Internal → Collision → Selection
Challenge 3: How to form different candidate strategies?Systematic collision via SO/ST/WO/WT, generating strategies for each quadrant separately
Challenge 4: How to convert into recommended strategies?Use situation judgment logic (S vs. W + O vs. T) to define positioning and output a strategy positioning card
Challenge 5: How often to update?Each output includes "regular review suggestions" and marks time-sensitive items
Challenge 6: Which levels or targets can it be used for?Applicable to different levels such as enterprises, business units, product lines, brands, projects, etc.

設計原則(來源:朱成 2015,修改版)

Design Principles (Source: Zhu Cheng 2015, Revised Version)

優劣勢的識別原則

Identification Principles for Strengths and Weaknesses

  • 所有優勢需經市場考驗:不能只是內部自我感覺,需有外部驗證(客戶行為、市佔、復購率等)
  • 避免受企業績效污染:若公司整體表現不佳,不能把「領導力強」「文化好」列為優勢
  • 排除容易被誤解的劣勢:如「價格高」可能是定位選擇,而非劣勢;「預算不足」是現況,非競爭劣勢
  • 非二元對立:某些要素是中性的,非優也非劣,不要強行歸類
  • 納入消費者使用經驗:優劣勢需從顧客視角出發,而非只看企業內部
  • 確認比較對象:優劣勢是相對概念,必須先確定「與誰比」(搭配市場區隔/定位與產業定義)
  • 優勢要排序:有所為有所不為,專注核心優勢,而非列出一長串清單
  • All strengths must be tested in the market: Not just internal self-perception; external validation is required (customer behavior, market share, repurchase rate, etc.)
  • Avoid contamination by corporate performance: If the company's overall performance is poor, do not list "strong leadership" or "good culture" as strengths
  • Eliminate easily misunderstood weaknesses: For example, "high price" may be a positioning choice rather than a weakness; "insufficient budget" is a current situation, not a competitive weakness
  • Non-binary opposition: Some elements are neutral, neither strengths nor weaknesses; do not force classification
  • Incorporate consumer experience: Strengths and weaknesses must be from the customer's perspective, not just the enterprise's internal view
  • Confirm comparison objects: Strengths and weaknesses are relative concepts; you must first determine "compared with whom" (matching market segmentation/positioning and industry definition)
  • Rank strengths: Focus on core strengths rather than listing a long list; do what you are good at and avoid what you are not

機會與威脅的識別原則

Identification Principles for Opportunities and Threats

  • 機會需嚴謹看待:「看得到且吃得到」才算真機會,要同時考量競爭對手是否也能把握
  • 表徵性機會描述無實質意義:如「市場成長中」不等於企業有能力獲益
  • 威脅需立即且迫切:僅影響企業生存的才是真威脅,遠期風險要降權
  • 機會與威脅是一體兩面:端視企業能力與定位,相同趨勢對不同公司意義不同
  • 時效性:機會與威脅都有時間窗口,需標示緊迫程度

  • Treat opportunities rigorously: Only opportunities that are "visible and achievable" are real opportunities; consider whether competitors can also seize them
  • Symbolic opportunity descriptions have no substantive meaning: For example, "growing market" does not mean the enterprise has the ability to benefit
  • Threats must be immediate and urgent: Only threats that affect the enterprise's survival are real threats; long-term risks should be de-prioritized
  • Opportunities and threats are two sides of the same coin: Depending on the enterprise's capabilities and positioning, the same trend has different meanings for different companies
  • Timeliness: Both opportunities and threats have time windows; mark the urgency level

四階段工作流程

Four-Phase Workflow

階段一:承接 PESTEL 輸出 → 確認 O 與 T

Phase 1: Accept PESTEL Output → Confirm O and T

PESTEL 是 SWOT 的前置作業,必須先完成。
PESTEL is a prerequisite for SWOT and must be completed first.

情況 A:已有 PESTEL 輸入包

Scenario A: PESTEL Input Package Exists

直接承接 pestel-analysis skill 輸出的「SWOT 輸入包」,內容包含:
  • 機會池(O候選):來自 PESTEL 有效因素,機會傾向,含優先分
  • 威脅池(T候選):來自 PESTEL 有效因素,威脅傾向,含優先分
承接後執行二次驗證,對每個 O/T 候選逐一過關:
O 驗證(三關)
1. 我們看得到這個機會嗎?(資訊/洞察)
2. 我們吃得到嗎?(現有能力/資源)
3. 競爭對手也能同樣掌握嗎?(若是,則非差異化機會,降權)
→ 三關全過 → 列為有效 O,保留 PESTEL 編號(如 O1 ← [E-02])
→ 未過 → 降為觀察項,附條件
T 驗證(兩關)
1. 這個威脅會立即且迫切地影響企業生存或競爭地位嗎?
2. 是否在時間視窗內將具體發生?
→ 兩關全過 → 列為有效 T,保留 PESTEL 編號(如 T1 ← [P-01])
→ 未過 → 降為觀察項
Directly accept the "SWOT Input Package" output by the pestel-analysis skill, which includes:
  • Opportunity Pool (O Candidates): Derived from valid PESTEL factors, opportunity-oriented, with priority scores
  • Threat Pool (T Candidates): Derived from valid PESTEL factors, threat-oriented, with priority scores
After acceptance, conduct secondary verification, reviewing each O/T candidate one by one:
O Verification (Three Checks)
1. Can we see this opportunity? (Information/Insight)
2. Can we seize it? (Existing capabilities/resources)
3. Can competitors also grasp it equally? (If yes, it is not a differentiated opportunity, reduce priority)
→ Pass all three checks → Listed as valid O, retain PESTEL number (e.g., O1 ← [E-02])
→ Fail → Demoted to observation item, with conditions attached
T Verification (Two Checks)
1. Will this threat immediately and urgently affect the enterprise's survival or competitive position?
2. Will it occur specifically within the time window?
→ Pass both checks → Listed as valid T, retain PESTEL number (e.g., T1 ← [P-01])
→ Fail → Demoted to observation item

情況 B:尚未執行 PESTEL

Scenario B: PESTEL Not Executed Yet

停止執行 SWOT,先呼叫 pestel-analysis skill。
告知使用者:
「PESTEL 是 SWOT 外部環境分析的基礎,請先完成 PESTEL 分析,取得機會池與威脅池後,再回到此步驟繼續。」
PESTEL 完成後,回到情況 A 繼續。

Stop executing SWOT and call the pestel-analysis skill first.
Inform the user:
"PESTEL is the foundation of SWOT external environment analysis. Please complete the PESTEL analysis first to obtain the opportunity pool and threat pool, then return to this step to continue."
After PESTEL is completed, proceed to Scenario A.

階段二:內部能力盤點 → 找出 S 與 W

Phase 2: Internal Capability Inventory → Identify S and W

必要前提:確認比較基準
在列任何 S 或 W 之前,先回答:「我們在哪個市場/區隔/與哪些競爭對手比?」
優勢識別程序
S 候選項目 → 問四個問題:
1. 這個優勢有市場驗證嗎?(客戶認可/數據支撐)
2. 這是相對於競爭對手的優勢,而非絕對能力?
3. 這個優勢不受企業近期績效表現污染?
4. 消費者能感受到並因此選擇我們嗎?
→ 通過才列為有效 S,並標記重要性(高/中/低)
劣勢識別程序
W 候選項目 → 先排除:
- 「價格高」→ 若為定位選擇則排除
- 「預算不足」→ 這是資源現況,非競爭劣勢
- 「品牌知名度低」→ 若目標客群已知,則排除
→ 剩下的才是真正需要面對的 W
優勢排序(有所為有所不為) 列出所有 S 之後,依以下兩軸排序:
  • 縱軸:對目標客群的重要性(高→低)
  • 橫軸:相對競爭對手的差異化程度(強→弱)
右上角(高重要性 × 高差異化)= 核心優勢,策略聚焦於此

Necessary Prerequisite: Confirm Comparison Benchmark
Before listing any S or W, first answer: "In which market/segment/against which competitors are we comparing?"
Strength Identification Process
S Candidate Items → Ask four questions:
1. Is this strength verified by the market? (Customer recognition/data support)
2. Is this a strength relative to competitors, not an absolute capability?
3. Is this strength not contaminated by the enterprise's recent performance?
4. Can consumers perceive it and choose us because of it?
→ Only pass all to be listed as valid S, and mark importance (High/Medium/Low)
Weakness Identification Process
W Candidate Items → First exclude:
- "High price" → Exclude if it is a positioning choice
- "Insufficient budget" → This is a resource status, not a competitive weakness
- "Low brand awareness" → Exclude if the target customer group is already aware
→ The remaining items are the real W that need to be addressed
Strength Ranking (Focus on core strengths) After listing all S, rank them according to the two axes:
  • Vertical Axis: Importance to target customers (High → Low)
  • Horizontal Axis: Degree of differentiation relative to competitors (Strong → Weak)
Top-right corner (High Importance × High Differentiation) = Core strengths; focus strategies on these

階段三:SWOT 矩陣碰撞 → 形成候選策略

Phase 3: SWOT Matrix Collision → Form Candidate Strategies

核心規則:每一條策略都必須標明是哪個 S/W 配上哪個 O/T 碰撞產生的。不得憑空提出策略。
Core Rule: Every strategy must clearly indicate which S/W is paired with which O/T to generate it. Do not propose strategies out of thin air.

元素編號規則

Element Numbering Rule

完成階段一、二後,所有元素必須先編號:
  • 優勢:S1, S2, S3...
  • 劣勢:W1, W2, W3...
  • 機會:O1, O2, O3...
  • 威脅:T1, T2, T3...
After completing Phases 1 and 2, all elements must be numbered first:
  • Strengths: S1, S2, S3...
  • Weaknesses: W1, W2, W3...
  • Opportunities: O1, O2, O3...
  • Threats: T1, T2, T3...

碰撞程序

Collision Process

對每個象限,逐一配對元素,只有當配對產生真實的策略意義時才寫出策略:
SO 碰撞:
  S1 × O1 → 有策略意義嗎?→ 有:寫出策略,標記來源 [S1×O1]
  S1 × O2 → 有策略意義嗎?→ 無:跳過
  S2 × O1 → ...
  (以此類推,窮舉所有 S × O 組合)

ST 碰撞:
  S1 × T1 → [S1×T1]
  S2 × T1 → ...
  (以此類推)

WO 碰撞:
  W1 × O1 → [W1×O1]
  ...

WT 碰撞:
  W1 × T1 → [W1×T1]
  ...
策略寫法格式(強制)
[來源標記] 策略描述

範例:
[S2×O1] 利用我方成熟的冷鏈物流能力(S2),搶先佈局電商生鮮配送市場(O1)
[W1×O2] 與在地通路商合作(O2),彌補自身門市覆蓋不足(W1)
[S1×T2] 以品牌溢價能力(S1)維持高端市場黏性,降低低價競爭者(T2)的侵蝕
無意義配對的判斷標準
  • 兩個元素之間沒有直接的因果或協同關係 → 跳過,不要硬湊
  • 策略描述中無法同時用到兩個元素 → 拆開重配或捨棄
各象限核心精神
象限策略名稱核心精神碰撞問法
SO乘勝追擊攻擊 / 維持領先S能讓O的收益最大化嗎?
ST守株待兔(移轉)穩定 / 防禦S能讓T對我的傷害小於對手,或將T轉移給競爭者嗎?
WO策略聯盟(轉型)防禦 / 強化補強W能讓我抓住O嗎?自建、合作還是收購?
WT置之死地後生退守 / 避險T會放大W的暴露嗎?如何縮損或破釜沉舟?

For each quadrant, pair elements one by one; only write a strategy if the pairing produces real strategic significance:
SO Collision:
  S1 × O1 → Does it have strategic significance? → Yes: Write strategy, mark source [S1×O1]
  S1 × O2 → Does it have strategic significance? → No: Skip
  S2 × O1 → ...
  (And so on, exhaust all S × O combinations)

ST Collision:
  S1 × T1 → [S1×T1]
  S2 × T1 → ...
  (And so on)

WO Collision:
  W1 × O1 → [W1×O1]
  ...

WT Collision:
  W1 × T1 → [W1×T1]
  ...
Mandatory Strategy Writing Format:
[Source Tag] Strategy Description

Example:
[S2×O1] Leverage our mature cold chain logistics capability (S2) to preemptively lay out in the e-commerce fresh food delivery market (O1)
[W1×O2] Cooperate with local channel partners (O2) to make up for insufficient store coverage (W1)
[S1×T2] Use brand premium capability (S1) to maintain high-end market stickiness and reduce erosion from low-price competitors (T2)
Criteria for Judging Meaningless Pairings:
  • No direct causal or synergistic relationship between the two elements → Skip, do not force a match
  • Cannot use both elements in the strategy description → Split and re-pair or discard
Core Spirit of Each Quadrant
QuadrantStrategy NameCore SpiritCollision Question
SOSeize the MomentAttack / Maintain LeadershipCan S maximize the benefits of O?
STHold Ground (Transfer)Stabilize / DefendCan S make the damage of T to us less than to competitors, or transfer T to competitors?
WOStrategic Alliance (Transformation)Defend / StrengthenCan supplementing W allow us to seize O? Build, cooperate or acquire?
WTFight to SurviveRetreat / Avoid RiskWill T amplify the exposure of W? How to reduce losses or make a desperate move?

階段四:策略選擇 — 決定該公司最終主策略

Phase 4: Strategy Selection — Determine the Company's Final Core Strategy

目標:從所有碰撞產生的候選策略中,選出一條作為該公司的主策略,並說明理由。
Goal: Select one core strategy from all candidate strategies generated by collisions, and explain the reasons.

步驟一:確認主象限

Step 1: Confirm Core Quadrant

根據整體態勢判斷,先鎖定主要作戰象限:
若 S > W 且 O > T → 主象限:SO(乘勝追擊)
若 S > W 且 T > O → 主象限:ST(守株待兔)
若 W > S 且 O > T → 主象限:WO(策略聯盟)
若 W > S 且 T > O → 主象限:WT(置之死地後生)
判斷標準:不是數數量,而是看核心優勢的強度 × 機會/威脅的時效性與影響力
Based on the overall situation judgment, first lock the main operational quadrant:
If S > W and O > T → Core Quadrant: SO (Seize the Moment)
If S > W and T > O → Core Quadrant: ST (Hold Ground)
If W > S and O > T → Core Quadrant: WO (Strategic Alliance)
If W > S and T > O → Core Quadrant: WT (Fight to Survive)
Judgment Criteria: Not based on quantity, but on strength of core strengths × timeliness and impact of opportunities/threats.

步驟二:對主象限內的候選策略評分

Step 2: Score Candidate Strategies in the Core Quadrant

對主象限中所有候選策略(每條都有
[Sx×Oy]
標記),用三個維度打分(各 1-3 分):
評分維度說明1分2分3分
可行性現有資源/能力能執行嗎?需大量投資才能啟動需小幅補強現有資源即可執行
影響力對競爭地位的改變幅度?邊際改善中等提升結構性改變
時效性O或T的窗口還在嗎?窗口快關閉尚有時間但需加速窗口寬裕
總分最高者為主策略候選。同分時,優先選可行性最高的。
Score all candidate strategies in the core quadrant (each with
[Sx×Oy]
tag) using three dimensions (1-3 points each):
Scoring DimensionDescription1 Point2 Points3 Points
FeasibilityCan it be executed with existing resources/capabilities?Requires large investment to startRequires minor supplementationExecutable with existing resources
ImpactMagnitude of change to competitive position?Marginal improvementModerate enhancementStructural change
TimelinessIs the O or T window still open?Window is closing soonStill time but needs accelerationWindow is wide open
The strategy with the highest total score is the core strategy candidate. In case of a tie, prioritize the one with the highest feasibility.

步驟三:最終決策 — 選定一條主策略

Step 3: Final Decision — Select One Core Strategy

從評分結果中選出一條主策略,格式如下:
✅ 主策略(最終選定)
來源:[Sx×Oy]
策略描述:____
選擇理由:可行性____分 / 影響力____分 / 時效性____分,總分____
為何優於其他候選:____

🔁 支援策略(可同步執行,不搶資源)
[Sx×Oy] ____

⏸ 暫緩策略(條件成熟後再啟動)
[Wx×Oy] ____ 等待條件:____

❌ 放棄策略(明確說明不做的理由)
[Wx×Ty] ____ 放棄原因:____
不做也是策略:放棄清單必須填,說明為何此刻不值得投入,才能讓資源集中在主策略上。

輸出格式:完整策略定調卡
【SWOT 策略定調卡】
分析層次:____
比較基準(與誰比):____
整體態勢:S>W / W>S,O>T / T>O → 主象限:____

【候選策略總覽】
SO候選:[Sx×Oy] ____(可行性__ / 影響力__ / 時效性__)
ST候選:[Sx×Ty] ____(可行性__ / 影響力__ / 時效性__)
WO候選:[Wx×Oy] ____(可行性__ / 影響力__ / 時效性__)
WT候選:[Wx×Ty] ____(可行性__ / 影響力__ / 時效性__)

✅ 主策略(最終選定):[Sx×Oy] ____
   選定理由:____

🔁 支援策略:[____] ____
⏸ 暫緩:[____] ____ 等待條件:____
❌ 放棄:[____] ____ 原因:____

【行動方向】
短期(0-6個月):____
中期(6-18個月):____
長期觀察項:____

【定期審視建議】
審視頻率:____個月
下次重點關注:____
觸發即時重審的條件:____
Select one core strategy from the scoring results, in the following format:
✅ Core Strategy (Final Selection)
Source: [Sx×Oy]
Strategy Description: ____
Selection Reason: Feasibility ____ points / Impact ____ points / Timeliness ____ points, Total Score ____
Why It Is Better Than Other Candidates: ____

🔁 Supporting Strategies (Can Be Executed Simultaneously Without Competing for Resources)
[Sx×Oy] ____

⏸ Suspended Strategies (Launch When Conditions Are Mature)
[Wx×Oy] ____ Waiting Conditions: ____

❌ Abandoned Strategies (Clearly Explain Reasons for Not Implementing)
[Wx×Ty] ____ Abandonment Reason: ____
Not doing is also a strategy: The abandonment list must be filled out, explaining why it is not worth investing at this moment, so that resources can be concentrated on the core strategy.

Output Format: Complete Strategy Positioning Card
【SWOT Strategy Positioning Card】
Analysis Level: ____
Comparison Benchmark (Compared With Whom): ____
Overall Situation: S>W / W>S, O>T / T>O → Core Quadrant: ____

【Overview of Candidate Strategies】
SO Candidates: [Sx×Oy] ____ (Feasibility__ / Impact__ / Timeliness__)
ST Candidates: [Sx×Ty] ____ (Feasibility__ / Impact__ / Timeliness__)
WO Candidates: [Wx×Oy] ____ (Feasibility__ / Impact__ / Timeliness__)
WT Candidates: [Wx×Ty] ____ (Feasibility__ / Impact__ / Timeliness__)

✅ Core Strategy (Final Selection): [Sx×Oy] ____
   Selection Reason: ____

🔁 Supporting Strategies: [____] ____
⏸ Suspended: [____] ____ Waiting Conditions: ____
❌ Abandoned: [____] ____ Reason: ____

【Action Directions】
Short-Term (0-6 Months): ____
Mid-Term (6-18 Months): ____
Long-Term Observation Items: ____

【Regular Review Suggestions】
Review Frequency: ____ months
Key Focus for Next Review: ____
Conditions Triggering Immediate Re-Review: ____

適用層次(回應挑戰六)

Applicable Levels (Addressing Challenge 6)

本 skill 可應用於以下分析層次,每次使用前需先確認:
層次說明比較基準
企業層整體公司競爭策略同產業競爭者
事業單位層特定 BU 或部門同細分市場競爭者
產品 / 品牌層單一產品線或品牌同類別競品
專案層特定提案或計畫替代方案或不做的機會成本

預設輸出語言:繁體中文(Traditional Chinese)
標準輸出結構
  1. 外部環境掃描摘要(PEST + 重要發現)
  2. 機會清單(有效 O,含驗證說明)
  3. 威脅清單(有效 T,含緊迫程度)
  4. 優勢清單(有效 S,含排序)
  5. 劣勢清單(有效 W,已排除誤解項)
  6. SWOT 矩陣碰撞(四象限候選策略)
  7. 策略定調卡(最終選擇與說明)
格式:以表格 + 條列 + 策略定調卡呈現,避免純文字大段落

This skill can be applied to the following analysis levels; confirm before each use:
LevelDescriptionComparison Benchmark
Enterprise LevelOverall corporate competitive strategyIndustry competitors
Business Unit LevelSpecific BU or departmentSub-market competitors
Product / Brand LevelSingle product line or brandDirect competitors in the same category
Project LevelSpecific proposal or planAlternative options or opportunity cost of not doing it

Default Output Language: Traditional Chinese
Standard Output Structure:
  1. External Environment Scanning Summary (PEST + Key Findings)
  2. Opportunity List (Valid O, with verification explanations)
  3. Threat List (Valid T, with urgency level)
  4. Strength List (Valid S, with ranking)
  5. Weakness List (Valid W, with misunderstood items excluded)
  6. SWOT Matrix Collision (Four-Quadrant Candidate Strategies)
  7. Strategy Positioning Card (Final Selection and Explanation)
Format: Presented with tables + bullet points + strategy positioning card; avoid large paragraphs of plain text

使用者輸入提示

User Input Prompts

若使用者只給予公司名稱或產業,應主動詢問:
  1. 目標市場 / 主要區隔為何?
  2. 主要競爭對手是誰?(定義「與誰比」)
  3. 分析目的是什麼?(新進市場、策略轉型、投資評估?)
  4. 時間視窗:短期決策或中長期佈局?
若使用者已提供足夠資訊,直接執行四階段流程,不必逐一確認。
If the user only provides a company name or industry, actively ask:
  1. What is the target market / main segment?
  2. Who are the main competitors? (Define "compared with whom")
  3. What is the purpose of the analysis? (New market entry, strategic transformation, investment evaluation?)
  4. Time window: Short-term decision or medium-to-long-term layout?
If the user has provided sufficient information, directly execute the four-phase process without confirming each item.