                                   - 19 -

3.  صˡС觢ѹ  
    Ѩ觤稢ͧСͺصˡçҺ
          Ѩ觤稢ͧçҺ͡  Ҿѡɳ (Image) շз
ѡçҺ͡   ͧҡسҾѡҾҺŢͧçҺçö
ººѹµç  ״蹢ͧػʧ (elasticity of demand) ٧ ö
͡¹ŧͧҤ  ੾çҺŷöҧҾѡɳ Ҿѡɳբͧ
صˡçҺ͡Դ鹨ҡ
          1.  سҾͧᾷ (quality of core product) çҺöѴ͡ᾷ
դسҾҧҹӹҭ سҾ㹡ŻѡҾҺ  Ѻ
㨨ҡ
          2.  ÷ӡõҴ  ÷ӡõҴзҾѡɳͧسҾ
ѡҾҺµҢͧ٧  ͡˹ѧçҺǡѺä 
йԸաѡ

          Ѩ¹͡Ҩռŵصˡ
          1.   (Legal)
              Ѩغѹ»Сѹѧ ѲҧǴͧ©Ѻ
оѲöѡçҺ͡դسҾѡҾҺŷբ鹡һѨغѹ ͧҡ
٧鹢ͧӹǹԹçҺѺ Ф㹡͡çҺŷѺѡ
µǼͧ   СͺѺҨաþԨóѷСѹ͡繵ǡҧҧӹѡ
Сѹѧ çҺ  ¹ŧѧҨ͡ (opportunity) çҺ
͡ա١дѺҧ  ҨöҴż»Сѹѧ  ǡѹҨ
 "ػä"  "(Threat)"  ͧçҺŷաдѺҧ   ͧҡ
觢ѹ觼»СѹѧҡçҺšдѺҧ
          2.  ɰԨͧ (Ecconomical Factor)
              ѨغѹɰԨ   дѧռŴѧ
              2.1  ԹҡʶҺѹԹصˡçҺ͡ա
觢ѹ٧  Ӻҡҡ  觷繤Դҡ
              2.2  ѵҡԺⵢͧǢͧЪҪŴŧҤռŵ͡õѴԹ
͡ԡçҺ͡ҡ






                                   - 20 -

ʶҹҾ㹡觢ѹͧѷ (Competitive Environment)
     .  ҡ¢ͧ繤 (Entry Barrier) 
صˡçҺ͡Դ͹ҧҡ
         -  صˡçҺ͡Թŧع٧
         -  鹷عͧԵ٧ (start up cost)   ´ҹؤҡ  ͧ
            ᾷ
         -  ᾷЪѡ٧ᾷҷӧҹçҺ͡Դҡ
     .  Թҷ᷹ (Substitue Product)
         ѨغѹçҺŢͧѰաþѲҵͧ觡ѺçҺ͡  դչԤ
ԡ㹪ǧѧҷӧҹͧᾷ, çҺŢͧѰ ҧáԡѧ
ӡѴͧҡԴѴºҪ кҪ÷ͧ
          Թҷ᷹ҧ  ҹ, չԤ ҨռšѺçҺ͡ա١
дѺҧдѺҧ  ҧáĵԡͧ͡Һԡ
ҹآҾբ ҤҷصԸ
     .  ӹҨͧͧ (Power of Buyer)
         ӹҨͧصˡçҺ͡٧ ͧҡ
         -  ӹǹԡ͡͹ҧҡ
         -  ¹ѡçҺ͡蹷 е鹷ع٧
         -  Ūͧõҧ  ͧѰ͡ ӹҨõͧͧ
            ¡͡ º ԷԢͧ
         -  觢ѹعçͧصˡçҺ͡ ӹҨõͧ٧
     .  ӹҨõͧͧ (Power of Supplier)
         ӹҨõͧͧصˡçҺŤ͹ҧ ͧҡ
         -  Ǫѳ¹Ẻҡ·й͡
         -  šѲ (Globalization) ǪѳҤҶ١ҡ
            ҧȧ
         -  ա觢ѹҧعç㹡
         -  繡ҡ¨ТµçҺ͡








                                   - 21 -

     .  صˡ (Competitor)
         á˹Ǥ觢ѹصˡçҺŹ鹾ԨóҨҡ˭  2 ҧ
         1.  ˹觷駢ͧçҺ
         2.  ١¢ͧçҺ §֧ҤԹкԡ÷µͧ
             Ѻ
          ¾ԨóҨҡ駢ͧçҺŷ§ѹ  ١дѺ§ѹ
ѡɳТͧѡҾҺŷ¤֧ѹ  ػçҺŷ繤觷յͺѷ   
çҺŴѧ仹 (§ǹ觡õҴҡҡ仹)
          1.  çҺšا෾    Ҵ   550   §  ٹԨ 繼ӵҴ
          2.  çҺ˧  Ҵ   300   §  ˧ ҡ
          3.  çҺž 9  Ҵ   300   §  趹 9
          4.  çҺҴ   Ҵ   200   §  Ҵ 
                                                    ǧҴ
          5.  çҺǪҹ    Ҵ   350   §  Ҵ ºҧл
          6.  çҺŻǷ    Ҵ   350   §   9
          7.  çҺ    Ҵ   350   §  آԺ 1




















                                   - 22 -

          ¾ԨóҨҡѨ¤稢ͧСͺáԨ (Success factor) صˡ
çҺ лѨ蹺ҧҧöººö㹡觢ѹͧѷ  
ѷ觴ѧ


Ѩ·ռŵ çҺŖçҺŖçҺŖçҺŖçҺŖçҺŖçҺ
觢ѹ   ا෾   ˧   9 Ҵ Ǫҹ    Ƿ  

-ö    5        5        3        2        2        2        1
 ᾷ                                                       
 кؤҡÖ                                                      
-õҴ      4        3        4        2        3        2        2 
                                                          
-Ҿѡɳͧ    5        4-5      4        2        3        3        2
 سҾ                                                        
 ԡ                                                              
-       5        4        3        2        1        1        1
 觴ҹ                                                         
 Թ                                                       
                                                            
-ӹǹᾷ     5        5        4        2        2        2        1 
 кؤҡÖ                                                      
 դسҾ                                                               

ṹ     5 = շش,       1 = ûѺا











                                   - 23 -

͡ػäͺѷ (Opporitunity and Threat)
     ͡ (Opportunity)
     1.  ͧҡѷ ŧعçҺ͡ 11   СͺѺդѹաѺ
ѷçҺ͡Ҵ˭ա 2   Ҩ͡ʢ¸áԨ繼 (Supplier)
ҧҹǪѳҧᾷ
     2.  »Сѹѧʴԡ»Сѹբ  ͧҡӹǹԹ
ǷçҺŷѷ Ҩöհҹ١ҷҧ
     3.  ҡ÷աŧعͧçҺ͡  Ѻҧ㨨ҡ
ᾷդسҾ  ԴçҺ¢
     4.  ͧҡصˡçҺŢͧԴҡ ѧ鹻ѭҺؤҡ
  Һ,  Ѫ ¢ҴŹ  ѧй͡ʷѷоѲҤسҾ㹡ѡ
Һբ

     ػä (Treat)
     1.  ӹҨõͧͧ١ (Buyer)  ٧ҡ㹻Ѩغѹ   ԴҴ㹡ѡҾҺ
Ф͡ʹ÷Ҿѡɳͧѷ ( ǡѡҾҺŷԴҴ˹ѧ;)
Ҩӹǹ¢ͧѷŴŧ
     2.  ͧҡ觢ѹعçͧصˡعç   õҴ (marketing)
դӤѭҡ  ѷ ͧѺա÷ӡõҴ  ͡˹ѧ
ͧçҺ ǡѺä ԸѡҾҺ















OPT 1.50           !B!B                                                      Z &   L  n 