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为了制定出确保企业在竞争中取胜的经营战略,西方广泛应用了一种战略选择方法,这就是SWOT分析。SWOT模型是企业结合自身优势(strengths)、劣势(weakness)(企业内部环境)及其所处环境的机会(opportunities)、威胁(threats)(企业外部环境)进行战略构思、战略选择的重要工具。SWOT分析模式在西方企业的战略选择中,得到广泛应用,目前多见于定性分析。该分析立足于发挥优势因素,克服弱势因素,利用机会因素,化解威胁因素,立足当前,着眼未来。笔者将SWOT分析模式应用于微博传播中,以探其可持续的科学发展之道。
In order to formulate a business strategy to ensure that enterprises win the competition, a strategic choice method is widely applied in the West. This is the SWOT analysis. The SWOT model is an important tool for enterprises to make strategic conceptions and strategic choices based on their own strengths and weaknesses (the internal environment of an enterprise) and their opportunities and threats (external environment). SWOT analysis model in the strategic choice of Western enterprises, has been widely used, more common in qualitative analysis. Based on the advantage factors, the analysis overcomes the disadvantaged factors, takes advantage of opportunity factors and resolves the threat factors. Based on the current situation and the future, this analysis focuses on the future. The author applies SWOT analysis mode to the spread of microblogging to explore its sustainable development of science.