市場(chǎng)吸引力是一個(gè)由市場(chǎng)規(guī)模、市場(chǎng)成長(zhǎng)率、歷史毛利率、競(jìng)爭(zhēng)強(qiáng)度、技術(shù)要求、通貨膨脹等多種因素綜合作用的結(jié)果。GE矩陣用市場(chǎng)吸引力對(duì)業(yè)務(wù)的市場(chǎng)機(jī)會(huì)進(jìn)行評(píng)價(jià)的方法比較全面,在業(yè)務(wù)的戰(zhàn)略決策中減少了風(fēng)險(xiǎn).

客觀環(huán)境影響因素

　　一、Market Factors:

• 市場(chǎng)規(guī)模(Market Size)：一般情況下，large-sized segments比small ones更有吸引力

• 市場(chǎng)成長(zhǎng)率(Market Growth Rate)：Growing segments經(jīng)常被認(rèn)為比停滯或退步的segment更有吸引力。但是，成長(zhǎng)中的市場(chǎng)往往競(jìng)爭(zhēng)激烈。

• 市場(chǎng)收益率(Market Profitability) ：創(chuàng)造收益的潛力在市場(chǎng)吸引力中很重要。

• Price sensitivity

• Bargaining power of customers

• Bargaining power of suppliers

• Barriers to market segment entry and exit

　　二、Competitive Factors:

• Nature of competition

• New Entrants

• Competitive differentiation

　　三、Political, Social, and Environment Factors

• Political Issue

• Social Trends

• Environmental issues

• Ethical issues

企業(yè)軟硬件實(shí)力影響因素

• 定價(jià)趨勢(shì)(Pricing Trends)

• 競(jìng)爭(zhēng)強(qiáng)度(Competitive Intensity/Rivalry)

• 行業(yè)投資風(fēng)險(xiǎn)(Overall Risk of Returns in the Industry)

• 進(jìn)入障礙(Entry Barriers)

• 產(chǎn)品/服務(wù)差異化的機(jī)會(huì)(Opportunity to Differentiate Products and Services)

• 產(chǎn)品/服務(wù)需求變動(dòng)性(Demand Variability)市場(chǎng)分割(Segmentation)

• 市場(chǎng)分銷渠道結(jié)構(gòu)(Distribution Structure)

• 技術(shù)發(fā)展(Technology Development)