本文旨在分析竞争概况矩阵能否创造强大的视觉捕捉点工具，并作为公司战略的基础。在现代经济市场环境下，企业要想在激烈的市场竞争中站稳脚跟，就必须运用战略管理（Brindza，Sprouse和Thompson，2011）。因此，始终需要扩大和发展战略决策中采用的任何工具。如今，企业正试图在战略分析中推进其传统的多矩阵方法（David，2009）。战略规划和分析中采用的传统矩阵可以为公司未来的竞争地位提供有价值的见解。
CPM可以创造强大的视觉效果，并传达与组织潜在竞争优势相关的信息（Raos和Sivaramakrishna，2008）。一般来说，CPM的关键成功因素包括外部问题和内部问题。内部因素评估矩阵将总结组织的主要内部弱点和优势，而外部因素评估矩阵本质上可以是组织外部环境的主要威胁和机遇的概要（Amason，2011）。它们可以帮助影响组织。换言之，内部因素和外部因素评估矩阵能够使组织形象地看到自己的弱点、优势、威胁和机会，而CPM则利用这些关键的成功因素将自己与其他竞争对手进行比较。在分析竞争对手的过去、现在和未来目标时，企业将能够制定更具战略性和综合性的商业计划，利用自身的弱点，提升自身的优势（Weerakkody和Reddick，2013年）。然而，不同的人对这一观点持有不同的看法。一些教授认为CPM是公司战略的基础，而另一些教授则认为CPM还有很多局限性。以下文献综述将根据以往的研究成果，对CPM在现代企业管理中的应用进行批判性分析。
本文试图对CPM在企业战略管理中的应用进行文献综述和批判性分析。战略管理就是要获得并保持竞争优势。它也可以被定义为“任何一个组织比其竞争对手做得特别好的事情”。也就是说，当一个组织能做其竞争对手做不好的事情，或者该组织拥有其竞争对手的愿望时，它将代表该组织的竞争优势。Poter（2008）指出，获得并保持竞争优势对于一个组织在业务发展中的长期成功至关重要。追求竞争优势会导致组织的成败。换句话说，战略管理实践者和研究者都希望更好地理解竞争优势在各种行业中的性质和作用。
CPM分析的应用确实有助于组织对其业务进行有效的战略管理，但它仍然存在一些人们不能忽视的缺点。但是，如果组织能够充分利用自身的优势，认清自身的不足，努力避免CPM的消极影响，仍然可以从分析中得到很多好处，使其经营战略管理有效、恰当。通常，一个组织只能在一定时期内保持竞争优势，因为它的竞争对手可以破坏和模仿竞争优势（Jeschke，2008）。仅仅取得竞争优势是不够的。因此，一个组织必须努力实现持续的竞争优势。首先，它能够不断适应内部能力、资源和能力以及外部事件和趋势的变化。第二，组织可以有效地制定、实施和评估战略，这些战略可以利用他们分析的因素。第三，组织在进行CPM分析管理其经营战略时，最好将分析与SWOT矩阵、内部因素评价、外部因素评价、战略地位和行动评价等结合起来。每一个战略都必须谨慎制定，因为组织前进的每一步都是业务发展的关键。一句话，组织应该是关键的，同时进行CPM分析，以促进其业务战略。
澳洲Business代写:CPM在企业战略管理中的应用分析
Analysis on the use of CPM in business strategy management
Introduction
The purpose of this essay is to analysis whether Competitive Profile Matrix can create powerful visual catch-point tool and be the basis of the company’s strategy or not. In modern economic market environment, if an organization wants to stand firm in the fierce market competition, it should use strategic management (Brindza, Sprouse and Thompson, 2011). Therefore, there is always a need to expand and develop any tool adopted in strategic decision-making. Companies nowadays are trying to advance their traditional multi-matrix approaches in strategy analysis (David, 2009). The conventional matrices adopted in strategic planning and analysis can provide valuable insight towards a company’s future competition position.
A CPM can create the powerful visual and to convey information related to the organization’s potential competitive advantage (Raos and Sivaramakrishna, 2008). Generally, the critical success factors in a CPM include both the external and internal issues. The internal factors evaluation matrix will summarize organizations’ major internal weaknesses and strengths while the external factors evaluation matrix can essentially be a synopsis of the organizations’ external environment’s major threats and opportunities (Amason, 2011). They can help to impact the organization. In other words, internal factor and external factor evaluation matrices are able to allow the organizations to visualize their weaknesses, strengths, threats and opportunities while CPM utilize those critical success factors to compare itself to other competitors. In analyzing the past, present and future objectives of their competitors, organizations will be able to develop more strategic and comprehensive business plans that take advantage of their weakness and to promote their own strengths (Weerakkody and Reddick, 2013). However, different people hold different idea towards this point of view. Some professors regard CPM as the basis of a company’s strategy while some others were arguing that there are still many limitations. The following literature reviews will critically analysis the use of CPM in modern business management according to the past studies and researches.
Conclusions
This paper has attempted to conduct literature review and critical analysis of the using of CPM in business strategy management. Strategy management is something about to gain and maintain competitive advantages. It can also be defined as “anything that an organization does especially well when compared to its rival firms.” That is to say, when an organization can do something that its rival firms cannot do well, or the organization owns something its rival firm’s desire, it will represent as the organization’s competitive advantage. Poter (2008) mentioned that getting and keeping the competitive advantages is of great importance for long term success in the business development for an organization. The pursuit of competitive advantages can lead to the organizational success or failure. In other words, strategic management practitioners and researchers alike desire to better understand the nature and the role of competitive advantages in a variety of industries.
The use of CPM analysis does help organizations making effective strategies management for their business, but it still has some disadvantages people cannot ignore. However, if the organizations can take advantage of its strength and have clear idea of its shortcomings and try to avoid the passive effect of CPM, they can still get a lot of benefits from the analysis and make their business strategy management effective and appropriate. Normally, an organization can sustain the competitive advantages for only a certain period, because its rival firms can undermine and imitate the advantages (Jeschke, 2008). It is not adequate to simply obtain the competitive advantages. Therefore, an organization must strive to achieve the sustained competitive advantages. Firstly, it can continually adapt to the changes in both internal capabilities, resources and competencies and the external events and trends. Secondly, organizations can effectively formulate, implement and evaluate strategies which can capitalize upon those factors they analyzed. Thirdly, when an organization is doing CPM analysis for managing its business strategies, it is better if it combines the analysis with SWOT Matrix, Internal Factor Evaluation, External Factor Evaluation, Strategic Position and Action Evaluation and so on. Every strategy has to be made cautiously, because every step for organization’s moving forward is essential for business development. In a word, organization should be critical while conducting the CPM analysis for their business strategy promotion.
