流利说商务英语学习笔记Level5 Unit2 Part 2 A

oh my god，这些商科的文章好难翻译，不过SWOT分析法是真的很有用，我们对自己也可以进行SWOT分析。

A SWOT Analysis

SWOT分析

A SWOT analysis is a way to evaluate a company’s position in a market. It identifies a company’s strengths, weaknesses, opportunities and threats. A business may conduct a SWOT analysis to assess its performance and develop strategies.
SWOT是评价公司市场地位的一种方式。它鉴别一个公司的强项、弱项、机会和威胁。公司可以进行SWOT分析来评估它的表现和开发策略。

Strength: A strength is an advantage that a company has over its competitors. It is what a company excels at. Strength can include effective management, strong brand equity or positive company culture. A strength is an internal factor which means a company has controlled over it.
强项：强项是一个公司比它的竞争者相比的优势。它是公司擅长之处。强项可以包括有效的管理、强势的品牌价值和积极的公司文化。强项是一个内部因素，它意味着公司已经支配它了。

Weaknesses: A weakness is an issue that prevents a company from performing at its best. It is the internal problem of the company. Weaknesses include debt, outdated technology or high turn over. Companies need to address their weaknesses in order to stay competitive.
弱项：弱项是问题，它能阻止公司发挥到最好。它是公司内部的问题。弱项包括负债、过时的技术或者高离职率。公司需要设法解决他们的弱项来保持竞争力。

Opportunities: Opportunities are positive factors in a market. They are external which means they exists outside of a company. Examples of opportunities include new technology or customer demographics. If a company identifies an opportunity early on, it can gain an advantage over its competitors.
机会：机会是市场中的积极因素。他们是外部的，这意味着他们存在于公司之外。机会的例子包括新技术或者客户人口统计。如果公司在早期确定了机会，它就能获得比竞争者更多的优势。

Threats: A threat is an external factor that could harm a company. Example of threats includes economic downturn and increased competition. A company cannot control threats, but they can respond to them. By anticipating a threat, a company can minimize its impact. In a nutshell, a SWOT analysis can help you pinpoint problems and develop relevant strategies.
威胁：威胁是能损害公司的外部因素。威胁的例子包括经济低迷和增长的竞争。公司不能控制威胁，但是他们可以做出反应。通过预测威胁，公司能够最小化它的影响。简而言之，SWOT分析能帮助你准确找到问题，开发有关的对策。

总结

1.单词
In a nutshell 简而言之 eg. In a nutshell, a SWOT analysis can help you pinpoint problems and develop relevant strategies.
pinpoint 准确找到 relevant 相关的
anticipate 预测 eg. By anticipating a threat, a company can minimize its impact.
minimize 最小化 impact 影响
economic downturn 经济低迷 eg. Threats include an economic downturn.
external 外部的 internal 内部的 eg. Threats and opportunities are external factors, while strengths and weaknesses are internal factors.
early on 在早期 eg. If a company identifies opportunities early on, it can gain an advantage over its competitors.
customer demographics 客户人口统计 eg. Examples of opportunities include new technology or customer demographics.
excel at 擅长于 eg. It is what a company excels at.
brand equity 品牌价值 eg. Strength can include strong brand equity.
control over 支配 eg. A strength is an internal factor which means a company has controlled over it.
issue 问题 eg. A weakness is an issue that prevents a company from performing at its best.