此marketing代写片段中引用了最常用的分析模型SWOT，所谓SWOT分析，即基于内外部竞争环境和竞争条件下的态势分析，就是将与研究对象密切相关的各种主要内部优势、劣势和外部的机会和威胁等，通过调查列举出来，并依照矩阵形式排列，然后用系统分析的思想，把各种因素相互匹配起来加以分析，从中得出一系列相应的结论，而结论通常带有一定的决策性。 运用这种方法，可以对研究对象所处的情景进行全面、系统、准确的研究，从而根据研究结果制定相应的发展战略、计划以及对策等。 S （strengths）是优势、W （weaknesses）是劣势，O （opportunities）是机会、T （threats）是威胁。按照企业竞争战略的完整概念，战略应是一个企业“能够做的”（即组织的强项和弱项）和“可能做的”（即环境的机会和威胁）之间的有机组合。

The Marketing strategy

The marketing department in Neo-Neo is made up of America, Europe, Asia and China with more than 300 sales. The department can protect the group from the differences from different markets though differentiating marketing strategy. The main promotion channels are exhibition and magazines, sales in Neo-Neo always build up business relationship with the potential customers, but this promotion channels seem to outdate with the development of E-business. The salary of sales is comprised by basic salary plus commission and other welfare, this system greatly motivates the sales and ensures the development of marketing department. But the marketing department has a large mobility population, even in the lower mobility area, more than 10 sales and 2 managers leave their position only half a year. This results from the unclear division of each department (Shilata, 2010).    

(3) The Ability of Production and Accounting

Neo-Neo group owns plants with total 60000 Square meters which provides the enough rooms to make mass production. The advanced machines can manufacture thousands of different products at the same time. Thosefacilities also satisfy the demands from adjusting the product mix or new creations to the changed external environment. On the respective of purchasing system, the main suppliers are from Chinese mainland and Taiwan, to control the cost, Neo-Neo makes less purchasing orders to its suppliers. But for the key material, take LED chip，Neo-Neo makes larger order than its actual demands in case of shortage. This purchasing method takes up large capital in the key material. On the respective of quality control, Neo-Neo was awarded IS09001 certification by the Det Norske Veritas in 1997. According to its regulations, the team should assure all the products can meet the standards and requirements of IS09001. The controlling contents include material purchasing, production process and R&D process. On the respective of inventory management, the stocks in Neo-Neo are made up by raw materials, semi-manufactured goods and finished products. To improve production, the group always produces the parts in the slack time to prepare for the next busy time, but these methods always increase the level of inventory.

4.3. Comprehensive Analysis by SWOT 

According to Ambler (2000), SWOT analysis is a useful tool to evaluate the whole environment and help the strategy-maker to identify the opportunity, threat in the external environment and strengthens weakness in the internal environment. There are four strategies in the SWOT matrix: SO strategy; WO strategy; ST strategy and WT strategy. SO strategy emphasizes on developing the internal advantages and taking advantages of external opportunity; WO strategy refers to taking advantages of external opportunity to avoid internal weakness; ST strategy focuses on developing the internal strengthens to avoid the external risk; ST strategy refers to decreasing the external risk at the same time of inducting the internal weakness.

                   Internal Environment

                        S (strength)       W (weakness)

                      SO strategy         WO strategy

                  

External Environment O (opportunity)

                    T (Threat)

                      ST strategy          WT strategy

 

                   Figure 3 The SWOT matrix (Weihrich 1998)