战略需求分析问卷（SNAQ）
STRATEGIC NEEDS ANALYSIS QUESTIONNAIRE
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 1 of 45
了解贵公司及其所从事的商业活动 UNDERSTANDING YOUR BUSINESS......................2
企业概况 Business Overview .................................................................................................2
个人目标 Personal Goals ......................................................................................................10
了解客户、市场与产品 UNDERSTANDING CUSTOMERS, MARKETS AND
PRODUCTS ..............................................................................................................................13
产品与服务 Products and Services .......................................................................................13
客户选择标准 Customer Selection Criteria..........................................................................14
客户反馈 Customer Feedback ..............................................................................................15
商业模式 THE BUSINESS MODEL .......................................................................................18
潜在业绩提升能力 Potential Business Performance Improvement .....................................18
行业分析 Industry Analysis ..................................................................................................20
竞争对手 Competitors ..................................................................................................20
客户 Customers .............................................................................................................23
行业进入壁垒 Barriers to Entry ...................................................................................24
供应商 Suppliers ...........................................................................................................26
盈亏平衡与流动资金 Breakeven and Working Capital.......................................................28
员工授权 TEAM EMPOWERMENT.......................................................................................30
综述与文化 Overview and Culture.......................................................................................30
招聘与培训战略 Recruitment and Training Strategy...........................................................31
绩效管理与激励 Performance Management and Rewards ..................................................33
市场营销战略计划 THE STRATEGIC MARKETING PLAN...............................................35
市场营销战略 Strategic Marketing Plan ..............................................................................35
分析 Pareto Analysis .............................................................................................................35
目标市场 Customer Segmentation and Markets ...................................................................36
市场定位与价格战略 Positioning and Pricing Strategy ......................................................37
市场营销活动 Marketing Activities .....................................................................................39
技术、运营与知识战略 TECHNOLOGY, OPERATING AND KNOWLEDGE STRATEGY
...................................................................................................................................................40
管理系统化 BUSINESS INDEPENDENCE............................................................................43
反馈及持续改善 FEEDBACK AND CONTINUOUS IMPROVEMENT ..............................44
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 2 of 45
了解贵公司及其所从事的商业活动
UNDERSTANDING YOUR BUSINESS
这是 SNAQ 的第一部份，主要用于了解贵公司的概况。同时也包括了您个人对公司的目标与期望。这些信
息将用于经营业绩改善项目模块一--了解你的公司及其所从事的商业活动。
This first section of the SNAQ focuses on providing a general business overview. It also examines your personal
goals and your hopes and aspirations for your business. The information will be used in Module 1 of the Business
Performance Improvement Program – Understanding Your Business.
企业概况
Business Overview
1. 企业名称?
What is the name of your business?
2. 企业地址?
What is the name of your business?
3. 企业成立日期?
When was your business first established?
4. 你的企业是收购的吗？如果是，请提供企业的收购日期以及收购
金额。
Did you buy your business? If yes, provide details of when you
purchased the business and how much you paid for it. ¥
5. 企业介绍：请说明所生产的产品，以及所提供的服务。是零售商、生产厂家、分销商、还是服务行业？
请在下面做简要介绍。
Please describe your business. What products and services do you sell? Are you a retailer, manufacturer,
distributor or service provider? Please briefly describe below.
是 不是
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 3 of 45
6. 请介绍贵公司所处的行业
What industry (s) do you operate in?
7. 请说明贵公司所服务的市场？请描述贵公司所服务的客户。
What markets do you serve? Please describe your customers?
8. 请说明贵公司的客户结构。请说明企业客户在公司所有客户中所占的比
例（与最终消费者相对应）
Who does your customer base comprise of? What % of your customers are
other businesses (as opposed to individual end users)?
%
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9. 请说明客户购买贵公司产品的原因？贵公司可以为客户提供什么样的价值？
Why do customers come to you? What value do you provide to them?
10. 贵公司员工人数?
How many team members do you have?
11. 请在下面的空白处画出贵公司的组织结构图。请参照下面所提供的样板。
In the space below, please draw your hierarchy chart? – Please refer to the example below
Ê Ð³ ¡Ó ëÏ úÊ ÛÈ ËÔ ±
Ê Ð³ ¡Ó ëÏ úÊ Û¾ À í
² Æ» áÈ ËÔ ±
² ÆÎ ñ¾ À í
É ú² úÈ ËÔ ±
É ú² ú¾ À í
CEO
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 5 of 45
12. 贵公司有企业宗旨吗？如果有，请提供。
Do you have a written “Mission Statement” for the business? If
yes, please detail it below.
如果贵公司没有正式的企业宗旨,请思考贵公司应有的宗旨, 并写在下面的空格处。为了帮助你确定公司宗旨,
我们在下面提供了一个样本作为参考。你也可以阅读文章 “ 如何创建一个积极主动的头脑!”
If you do not have a formal Mission Statement, please detail overleaf what you think the Mission Statement for your
business should be. To assist you we have provided our Mission Statement below. You may also want to read “How
To Create A Volunteer Mindset!”
有 没有
no
战略需求分析问卷
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IFC-CPDF Page 6 of 45
McKessar Tieleman 重要的商业目的在于最大程度地增加客户的财富。公司保持尊重客户的、职业的
和关注市场的态度，一贯遵守高度的职业操守。我们将在目标市场获得高度认同。
McKessar Tieleman’s predominant commercial purpose is to maximize its client’s net financial wealth. It
will adopt a dignified, professional and focused marketing posture and will at all times act in accordance
with the highest standards of ethical conduct. It will be acknowledged as the pre-eminent practice in our
target market.
我们精心挑选我们的雇员。他们将为成为公司的一员而骄傲，他们会获得比平均水平更高的薪水，
他们将在享受优越、愉快的环境里工作。他们有机会获得职业上的进步，为个人发展寻找空间，也
有机会参与公司的决策。
Only the best candidates available will be hired as team members. They will be proud to be part of the firm
and will benefit from above average remuneration, and an excellent and enjoyable working environment.
They will be given the opportunity for professional advancement, personal growth and the opportunity to
contribute to the decision making process within the firm.
公司的员工、合伙人和客户之间高度信任、互相尊重。公司的每一个成员都理解和赞同企业的远景
规划，并全力实现目标。
There will be a high level of trust and mutual respect amongst all Team members, Partners and Clients.
Every person within the firm will understand and subscribe to the vision of the firm and the role they play in
accomplishing that mission.
公司致力于提供富于创意的服务。公司接受的每项任务都遵循客户的要求进行认真的分析、精心的
策划，并且价格合理。
The firm will continue to develop innovative services and products. The services offered by the firm will be
clearly defined, highly structured and priced in accordance with the value they represent to the client.
.
战略需求分析问卷
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IFC-CPDF Page 7 of 45
13. 在您公司的经营管理中，您需要立即进行正确处理的三件最重要的事情是什么？请按照 10 分制对你处理
这三件事的结果进行评分。10/10 为优秀，1/10 为极不满意。
What are the 3 most important things that you must get right in your business? Please indicate, how you rate your
current performance for each of these areas out of 10 . 10/10 – fantastic, 1/10 – appalling
1) /10
2) /10
3) /10
14. 请提供贵公司今后五年的发展规划
Please describe below what you would like your business to look like, 5 years from now.
战略需求分析问卷
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15. 贵公司盈利吗？请提供过去三年公司盈利情况
Is your business profitable? Please provide profit/loss details for the last 3
financial years
2001 2000 1999
16. 贵公司有专职的会计人员来完成会计工作吗？
Do you do your bookkeeping and accounting in-house?
17. 如果是，请说明贵公司使用哪一种财务软件。
If yes, what accounting software do you use to prepare your Financial
Statements?
18. 以下报告所呈报的频繁度?
How frequently do you get the following reports?
报告 Report 每天
Daily
每周
Weekly
每月
Monthly
每季度
Quarterly
每年
Annually
从来没有
Never
损益表 Profit and Loss
资产负债表 Balance Sheet
现金流量表
Cash Flow Statement
过期未付款清单债务人
Aged Debtors Listing
过期未付款清单债权人
Aged Creditor Listing
销售分析 Sales Analysis
库存分析 Inventory Analysis
其它报告 Other Reports
(请说明) (please detail)
19. 贵公司有成文的战略计划吗？如果有，请提供复印件。
Do you have a Strategic Business Plan? If yes, please attach a copy
有 没有
盈利 亏损
no
是 不是
no
战略需求分析问卷
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个人目标
Personal Goals
20. 您在贵公司的职责是什么？
What is your role in the business?
21. 您的薪酬水平？
What salary does the business provide to you?
¥
22. 贵公司有为您提供分红与其它福利吗？请说明。
What other remuneration / benefits do you receive?
23. 请说明您每周平均工作小时数
On average, how many hours a week do you work in your business
小时/周
hours per week
24. 您是如何分配工作时间的？请在下面提供每类工作占总工作时间的百
分比。
How do you spend your time? Please provide a breakdown below.
工作时间分配 How Do You Spend Your Time %
技术性工作 Technical work
市场与销售 Sales and Marketing
人力资源管理 Human Resource Management
生产管理 Operations Management
财务管理 Financial Management
战略管理与规划 Strategic Management and Planning
其它（请说明）Other…please detail
战略需求分析问卷
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25. 平均每年休假天数（不包括周末与国家规定假期）
On average, how many days holiday do you have each year (excluding
weekends and public holidays)
天/年
days per year
26. 请计算您每小时的工作酬劳：即年总收入除以年工作小时数（52 x 每
周平均工作小时数 - 年休假小时数 - 病假小时数 - 80 小时的年公休假
日数）
Calculate what your average hourly rate is by dividing your annual financial
return by the number of hours you work in the business (52 x average hours
per week minus number of hours taken as annual and sick leave and minus
80 hours for public holidays)
¥
27. 请按 10 分制对目前工作的满意度进行评分（10 分为“我非常满意目前
的工作”，1 分为“我非常不满意目前的工作”）请就评分情况做简要说
明
On a scale of 1-10 (with 10 being “I thoroughly enjoy my business all of the
time” and 1 being “I wish I was no longer in this business, it gives me little/
no satisfaction” please give an indication of your current happiness level
with your business. Please comment below.
/10
28. 在工作中你最喜欢的三件事是什么？
What 3 things do you enjoy most about your business?
1)
2)
3)
29. 在工作中所遇到的最困难的三件事是什么？
What 3 things frustrate you the most about your business?
1)
2)
3)
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30. 浪费您时间最多的三件事是什么？这里所指的是那些妨碍处理您真正应该处理的工作的事。
What 3 things waste your time more than anything else? These are the things that prevent you from doing what
you really need to do.
1)
2)
3)
31. 您有没有计划什么时候结束(或退出)公司?
When do you plan to exit the business?
年
years
32. 您希望在多少金额条件下结束(或退出)公司？或者是说，您希望以什么
价位出售公司？
How much money do you wish to exit the business with . how much do
you want to sell the business for?
$
33. 您最希望你的企业带给您的三件事是什么？
What 3 things would you like the business to provide for you?
1)
2)
3)
战略需求分析问卷
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了解客户、市场与产品
UNDERSTANDING CUSTOMERS, MARKETS AND
PRODUCTS
本部份的 SNAQ 涵盖了贵公司的客户、市场、产品及服务。它旨在使顾问公司了解贵公司经营中的一些重
要信息，使顾问公司与您一起设计出贵公司的未来企业战略。
This section of the SNAQ explores your customers, markets, products and services. It is designed to provide us with
important information about your business that will assist us as we work with you to design your future business
strategy.
产品与服务
Products and Services
34. 贵公司有几种类型的产品或服务？请详细说明。
How many product or service categories do you sell? Please detail
them below.
35. 贵公司所出售的产品或服务是什么？请详细说明，或提供产品服务说明书。
What products and/or services do you sell? Please detail below or attach a products and services list to this
questionnaire
战略需求分析问卷
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IFC-CPDF Page 13 of 45
36. 在上述产品或服务中，有哪些是贵公司专利产品？如果有，请详
细说明。
Are any of these products and services exclusive to your business? If
yes, please explain below
37. 在去年的销售总额中，有多少是来自于贵公司排列在前 20%重要
的产品？请提供这些产品的具体销售金额。
Do you know how much your total sales were last year for your top
20% of products? If yes, please provide the amount.
¥
38. 请说明在过去三年里销售的发展趋势。是不是有些产品迅速发展，而有些产品逐渐衰退？这些变化给公
司的运营造成了什么样的影响？请阐明你的观点。
During the last 3 years what have your sales trends been? Have some product lines become more popular and
others less popular? What are the implications of these changes on your business? Please comment below.
有 没有
没有有
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IFC-CPDF Page 14 of 45
客户选择标准
Customer Selection Criteria
39. 贵公司有正式的客户选择标准吗？如果有，请详细说明。
Do you have formal customer selection criteria? If yes, please detail
below.
40. 贵公司的最佳客户是谁？为什么认为他是最佳客户--请说明原因。
Who are your best customers? The ones, that if you could wave a magic wand you would like to attract more of
to your business? Why are they your best customers – please explain below.
41. 贵公司有否针对特定的客户群提供服务？如果有，请对该客户群
进行描述。
Are there any customer groups that you specifically target? If yes,
please describe them below
没有有
没有有
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客户反馈
Customer Feedback
42. 贵公司是否定期搜集客户反馈意见？如果有，请详细说明是如何
进行的，多长时间进行一次，它的价值如何，贵公司是如何将
这些客户反馈意见用于工作中去的。如果没有，请说明原因。
Do you regularly seek customer feedback? If yes, please detail how
you do this, how often you do this and how valuable you find this
process and how you integrate the feedback into your business. If
no, why not?
43. 您认为造成贵公司客户流失的主要原因是什么？
What do you think is the main cause of customer defection from your business?
44. 导致客户选择贵公司的三个主要原因是什么？
What are the 3 major reasons why your customers deal with you?
1)
2)
3)
没有有
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IFC-CPDF Page 16 of 45
45. 您认为贵公司独特卖点是什么，或者是说，客户为什么购买贵公司的产品（不购买竞争对手的产品）？
What do you believe are your unique selling points or reasons why customers buy from you (as opposed to your
competitors)?
1)
2)
3)
4)
5)
6)
46. 客户与贵公司打交道时所遇到的最困难的三件事是什么？
What are the 3 major frustrations that your customers experience with your business?
1)
2)
3)
47. 您认为有可能提高目前的市场占有率吗？如果有可能，能提高到
百分之几？如果不可能，请说明原因。
Do you believe that you could increase your current market share?
If yes, to what %, if no, why not?
%
没有有
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商业模式
THE BUSINESS MODEL
SNAQ 的这一部份将用于经营业绩改善项目的模块三--商业模式。这部份的内容涵盖了行业分析、确定企业
业绩提升的潜力，以及贵公司对流动资金的需求。
This section of the SNAQ seeks information that will assist in Module 3 of the Business Performance Improvement
Program – The Business Model. The areas covered include industry analysis, identification of your potential to
improve the profit of your business and your working capital requirements.
潜在业绩提升能力
Potential Business Performance Improvement
48. 贵公司的客户总数
How many customers do you have?
49. 客户每年平均交易次数
On average, how many times a year do your customers buy from
you?
50. 针对每位客户的平均销售额
What is the average sale value?
¥
51. 贵公司平均每年新增客户的比例? 即去年新客户占总客户数的百
分比? (如果你不确定, 请提供所估算的比例)
What is your annual customer acquisition rate? Of the total number
of customers you dealt with in the past year, what percent are new?
(If you do not know, please estimate).
%
52. 贵公司年客户流失率? (如果你不确定,请提供所估算的比例)
Of the total number of customers who dealt with you last year, what
percent no longer do so? What is your annual customer defection
rate? (If you do not know, please estimate).
%
53. 贵公司毛利率
What is your Gross Profit %
%
54. 贵公司的半变动成本?
What are your semi-variable costs
¥
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55. 贵公司年固定成本?
What are your annual Fixed Costs?
¥
56. 贵公司是否有对每位客户或客户群的终身价值进行量化？如果
有，请提供其具体的价值数。
Have you ever attempted to quantify the lifetime value of each
customer or customer group to your business? If yes, please provide
details of their monetary value?
57. 贵公司客户平均交易年限?
How many years on average does a customer deal with you?
没有有
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行业分析
Industry Analysis
竞争对手
Competitors
这些问题函盖了贵公司竞争环境的所有方面，如行业格局、竞争的激烈程度、贵公司在行业中所处的位置
等。这些信息将用于确定贵公司的竞争优势，以及制定公司未来的战略。
These questions explore your competitive environment including the structure of the industry, intensity of
competition and your position within the industry. The information will be used to establish your competitive
advantages and your future strategy.
58. 贵公司有几个位于本地的竞争对手？或者是说，本地有几个公司提
供与贵公司相同或类似的产品或服务。（即使是他们提供不同的
品牌）
How many “local” businesses are there that you compete with . how
many businesses are offering the same products and services as you
(even if they are offering different brands)?
59. 其中，有几家公司与贵公司提供完全相同的产品或服务？
How many of the businesses included in your answer to the last
question do you consider to be “identical” to your business . they do
exactly the same thing?
60. 这些竞争对手的规模与贵公司相比处于什么样的水平 - 有多少家规模比贵公司小，有多少家规模比贵公
司大？请说明。
What is the size of your business in comparison to your competitors – how many businesses are smaller and
larger than yours? Please explain below.
61. 贵公司所处的行业中，是大量小规模的公司在相互竞争，还是被少数几家大规模的公司所控制？请阐述
您的观点。
Would you say that your industry is dominated by a small number of businesses or just a few larger
competitors? Please comment
62. 竞争优势来源于什么，价格、质量，还是其它因素？请说明。
What is the basis for competition in your industry, price, quality etc? Please describe below.
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贵公司 YOUR BUSINESS 竞争对手 1 COMPETITOR #1
公司名称
Name?
年销售额
Turnover?
公司总人数
Number of team members?
与贵公司直接竞争的产品/服务
Products / Services that directly
complete with your business?
优势，如规模，技能等
Strengths . size, skills etc?
劣势，如服务质量低下等
Weaknesses . poor service etc?
营业成本的结构（高、中或
低？）
Overhead costs structure (high /
medium or low)?
竞争优势
Competitive Advantage?
评分，如 #1, #2, #3 or #4?
Ranking . #1, #2, #3 or #4?
所服务的客户群？
What customer segments are
served?
客户购买贵公司产品的理由，如
价格、产品或服务质量等
Why do you think customers buy
from this business . price,
product or service quality?
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竞争对手 2 COMPETITOR # 2 竞争对手 3 COMPETITOR #3
公司名称
Name?
年销售额
Turnover?
公司总人数
Number of team members?
与贵公司直接竞争的产品/服务
Products / Services that directly
complete with your business?
优势，如规模，技能等
Strengths . size, skills etc?
劣势，如服务质量低下等
Weaknesses . poor service etc?
营业成本的结构（高、中或
低？）
Overhead costs structure (high /
medium or low)?
竞争优势
Competitive Advantage?
评分，如 #1, #2, #3 or #4?
Ranking . #1, #2, #3 or #4?
所服务的客户群？
What customer segments are
served?
客户购买贵公司产品的理由，如
价格、产品或服务质量等
Why do you think customers buy
from this business . price,
product or service quality?
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 22 of 45
客户
Customers
63. 贵公司的销售总额中，有几成来自于老客户
What percentage of your revenue is accounted for by sales to customers
who deal with you regularly?
%
64. 老客户中，有几成是只购买贵公司的产品或服务？有多少客户同贵
公司提供相同产品的竞争对手进行交易？
What proportion of your “regular” customers deal with you
exclusively for the products/ services you provide? How many of these
customers deal with your identified competitors?
%
65. 贵公司最大的客户占销售总额的百分比？
What % of your revenue do your biggest customers account for?
%
66. 您知道客户的终身价值吗？如果知道，它的价值如何？
Do you know the lifetime value of your customers? If yes, what is it?
¥
67. 平均每位客户与贵公司发生生意往来的时间会持续几年？
On average, how many years will a customer deal with you?
68. 贵公司有无分析客户量的系统？如果有，请对系统进行描述。
Do you have a system for measuring the number of customers you have?
If yes, please describe the system
69. 贵公司产品或服务对客户的重要性？请说明贵公司与客户的关系性质，例如，客户对贵公司产品或服务
有强烈的依赖性，或相反？贵公司与客户之间，谁的讨价还价权力的比较大？
Are your products and services important to your customers? Please explain the nature of the relationship .
do they heavily rely on you or vice versa? Who holds the balance of power ?
不知道知道
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 23 of 45
行业进入壁垒
Barriers to Entry
70. 在贵公司所处的行业中，成立一家新公司需要投资多少（包括设备、厂
房、开办费、办理许可证等）？请说明。
How much money does it cost to start-up a business in your industry (. plant
and machinery, start-up capital, licences etc)? Please explain.
¥
71. 创办一家新公司需要具备哪些资质？
What qualifications are required in order to start-up a business in your industry?
72. 在该行业创办一家新公司需要办理特殊许可或证书吗？如果需要，请详细
说明其种类。
Are businesses in this industry required to have special permits or licences? If
yes, please detail the cost of such requirements
73. 在退出该行业时，会遇到障碍吗？如果会，请说明这些障碍的性质，以
及退出该行业时所需代价。
Are there any barriers to you exiting the industry? If yes, please detail the
nature and $ cost of the exit barriers you would face.
不需要需要
不会会
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 24 of 45
74. 在该行业中，存在规模优势吗？规模经济是否会产生巨大的效益，请就
此进行说明。
Are there benefits to being “bigger” in your industry? Are there significant
economies of scale to be achieved and if so please describe what they are
likely to be?
75. 招聘高素质员工对贵公司来说的重要吗？如果重要，请说明原因。
Is it important for you to employ qualified people?
76. 请说明招聘高素质员工是否困难。如果有困难，请就遇到的困难发表您
的看法。
Is it easy to find suitably qualified people to employ? If no, please comment
on the problems you face in recruiting adequate qualified people?
77. 如果贵公司打算退出目前所处的行业，以贵公司所掌握的技能，是否会
很容易地进入到一个新的行业中去？如果是，请问是什么样的新行业。
If you were to exit the industry, could your (the business’ skill set) be applied
in any other industry? If yes, please detail the industries
没有有
不重要重要
不困难困难
不是
非曲
直
是
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 25 of 45
供应商
Suppliers
78. 一般来说，贵公司是否依赖于数量极少的几家供应商？请发表您的看
法。
Generally speaking, do you have a heavy reliance on a small number of
suppliers? Please comment.
79. 贵公司最大的三家供货商占总供货量的百分比？
What percent of your total purchases do your top 3 suppliers provide?
%
80. 贵公司最大的三家供货商是否也同时给您的竞争对手供货？请具体说明
其供应的竞争厂家。
Do your top 3 suppliers supply your competitors? Please provide details of
which businesses they supply.
81. 在与这三家大供货商的关系中，贵公司是否占具优势？请说明您的看
法。
Do you hold the power in your relationships with your top 3 suppliers? Please
comment
82. 贵公司的购货量占这些供货商的总销量的百分比是多少？
What % of their total output do you think that your purchases are?
%
没有有
不是是
不是是
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 26 of 45
83. 如果贵公司停止与其进行交易，会对他们产生什么样的影响？
What would be the affect on their businesses if you chose not to deal with
them anymore?
84. 与这些特定的企业进行交易的主要好处是什么？请发表您的观点。
What are the main advantages of dealing with these particular businesses? Please comment
85. 如果更换供应商，会给贵公司带来什么样的影响？更换供应商的成本是多少？它会对您的顾客带来什么
样的影响？请说明您的看法。
Please describe what the cost would be to your business (and consequences) if you were to change suppliers.
Would you incur any switching costs? Would it affect any of your customers? Please comment
86. 您认为贵公司业绩表现对于公司的供应商来说重要吗？请说明您的观
点。
Do you believe that your performance is very important to your suppliers?
Please provide comments.
87. 在下面的表格中，请提供贵公司与每一位主要供应商进行交易的积极因素与消极因素。
In the table below please provide details of the positive and negative aspects of dealing with each of your major
suppliers.
不重要重要
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 27 of 45
供应商
SUPPLIER
积极因素
POSITIVES
消极因素
NEGATIVES
88. 如果您有能力进行改变，您希望供应商采取什么样的行动，以提供贵公司的利润？当然，降价是其中一
点，还有哪些因素会对贵公司的成本造成影响（如订货至交货时间、每笔交易额的大小、库存短缺、信
用额度、退货、运输安排、销售点促销物品、技术支持等）。请说明您的观点。
If you could wave a “magic wand,” what would you like your suppliers to do that would make it more
profitable to deal with them? Obviously, lowering prices is one thing, but we’re interested in the other things
that affect your costs (., lead times, order size, out-of-inventory, credit arrangements, returns, delivery
arrangements, point-of-sale materials, technical support). Please comment.
89. 对贵公司与供应商的关系以及这种关系对公司所造成影响，您还有什么看法？
Do you have any other comments that you wish to make about the relationship(s) you have with your suppliers
and the affect that this has on your business?
盈亏平衡与流动资金
Breakeven and Working Capital
90. 您是否能够区分“现金”与“利润”的不同?
Do you understand the difference between “cash” and “profit”?
不是是
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 28 of 45
91. 贵公司是否制作现金流动表？如果是，请提供最近一次现金流动表的复
印件。
Do you prepare cash flow statements for the business? If yes, attach a copy
of your most recent Cash Flow Statement
92. 贵公司是否进行财务预测？如果有，请提供最近一次财务预测的复印
件。
Do you prepare financial forecasts for your business? Please detail below.
Please attach copies of your most recent forecasts
93. 在未来的一年里，贵公司是否有借贷计划？如果有，请说明您的计划，
如计划借贷的金额数，从何处贷款等。
Do you plan to borrow funds to finance your business during the next 12
months? If yes, please detail your plans below . how much do you plan to
borrow, from where etc
不是是
没有有
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 29 of 45
员工授权
TEAM EMPOWERMENT
本部份 SNAQ 旨在了解贵公司人力资源管理方面的文化与系统。它将用于企业业绩提升计划的模块四。
This section of the SNAQ examines the culture and systems you have in place in respect of Human Resource
Management. This section will be used during Module 4 of the Business Performance Improvement Program
综述与文化
Overview and Culture
94. 您是如何理解“文化”对于一个企业的涵义？
How would you describe the “culture” of the business?
95. 请说明贵公司员工的三项主要优势所在。
How would you describe the “culture” of the business?
1)
2)
3)
96. 请说明您在管理员工时遇到的三件最困难的事情
What are your 3 things that frustrate you most about your team?
1)
2)
3)
97. 贵公司员工的三个主要不足之处：
What are the 3 major weaknesses of your team?
1)
2)
3)
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 30 of 45
招聘与培训战略
Recruitment and Training Strategy
98. 贵公司新员工招聘工作是由谁负责?
Who in the business is responsible for recruiting new team members?
99. 在招聘员工时，是否同时使用外部与内部的管道？
Do you use both internal and external sources for recruitment?
100. 贵公司是否有正式的、成文的招聘程序？如果有，请进行描述。
Do you have a formal and documented recruitment process? If yes, please
describe it below.
101. 贵公司是否有接班人计划？
Do you have a succession plan?
102. 贵公司是否有正式的新员工入职程序？
Do you have a formal induction program for new employees
103. 贵公司是否有针对每个职位的正式的职位描述？
Do team members have formal written job descriptions?
104. 您对自己的招聘程序是否满意？请说明在招聘过程中所遇到的三项主要
的困难。
Are you happy with your recruitment processes? Please detail below your 3
major recruitment frustrations?
1)
2)
3)
105. 贵公司是否有针对新员工的辅导体系？如果有，请说明它是如何运作
的。
Do you have a mentoring system in place? If yes, please explain below how it
works?
不是是
没有有
没有有
没有有
没有有
不是是
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 31 of 45
106. 贵公司是否为员工提供正式的培训？
Do you provide formal training to your team members?
107. 贵公司是否采用内部和外部的培训课程？请具体说明。
Do you use both internal and external training sources? Please explain below.
108. 贵公司每年投入到员工培训上的经费是多少？
Approximately how much per annum do you invest in the training and
development of your team?
¥
109. 在过去的一年里，贵公司员工进行了哪些方面的培训以及员工发展项
目？请具体说明。
In the last 12 months what training and development have your team members
undertaken? Please detail below.
110. 在员工培训中遇到的三件最困难的事情是什么？
What are your 3 major training frustrations?
1)
2)
3)
没有有
不是是
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 32 of 45
绩效管理与激励
Performance Management and Rewards
111. 贵公司是否为员工设定正式的绩效目标？如果有，请详细说明。如果没
有，请说明原因。
Do you set formal performance targets for your team members? If yes, please
detail below. If no, why not?
112. 贵公司有员工主要业绩指标（KPIs）吗？如果有，请就其系统进行详细
描述。如果没有，请说明原因。
Do your team members have Key Performance Indicators (KPIs) to measure
their performance? If yes, please detail the system below. If no, why not?
113. 贵公司是否有正式的绩效考评体系？如果有，请详细说明，如考评的种
类、次数等。如果没有，请说明原因。
Do you have a formal performance appraisal system? If yes, please detail
below . type of appraisal, frequency etc. If no, why not?
114. 总的来说，您认为贵公司员工对他们的薪酬水平满意吗？
Generally, do you believe your team members are happy with the level of
their remuneration?
115. 贵公司多长时间进行一次针对员工薪酬的回顾审查？
How often do team members receive salary reviews?
没有有
没有有
没有有
不满意满意
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 33 of 45
116. 贵公司是否有任何形式的员工利润分配计划或员工持股计划？如果有，
请说明其形式。如果没有，您是否考虑在公司内部开展该计划？
Do you have any type of team member profit share scheme or employee share
acquisition plan? If yes, please describe the format. If no, is this something
that you would like to implement in your business?
117. 在分红战略方面，贵公司是否有员工激励计划？如果有，请说明它是如
何运作的。
In terms of your remuneration strategy, do you have any employee
performance incentive schemes in place? If yes, please detail how they
operate below.
118. 贵公司员工是否有机会参与管理？请说明，就下面的几个方面，您是否
征求员工的意见。
Do you have a participative style to the management? Please indicate below
the level to which you consult your team members regarding critical business
decisions.
新产品开发
New product development?
新员工招聘
Recruitment of new team members?
市场营销战略
Marketing strategies?
产品定价战略
Pricing strategies?
公司运营战略及解决方法的头脑风暴会
Operational strategies and solution brainstorming?
其它
Other…?
经常 有时 从来没
有
没有有
没有有
没有有
Always Sometimes Never
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 34 of 45
市场营销战略计划
THE STRATEGIC MARKETING PLAN
本部份的 SNAQ 旨在了解贵公司市场营销方面的情况。这些信息将用于经营业绩改善项目的模块五：市场
营销战略计划。
This section of the SNAQ explores your approach to marketing. The information sought in this section will be used
in Module 5 of the Business Performance Improvement Program – The Strategic Marketing Plan.
市场营销战略
Strategic Marketing Plan
119. 贵公司是否有市场营销战略计划？如果有，请附上复印件。
Do you have a Strategic Marketing Plan? If yes please attach a copy
120. 贵公司制定市场营销战略计划的周期？
How often do you prepare a Strategic Marketing Plan?
Pareto 分析
Pareto Analysis
121. 在过去的三年中，贵公司的客户总数。
How many customers did you serve during the last 3 years?
2002 2001 2000
122. 贵公司排名前 20%的大客户占总销售额的比例？
What proportion of your total revenue is accounted for by the top 20% of your
customers
%
123. 您了解贵公司排名前 20%大客户对贵公司的利润所做出的贡献吗？
Do you know the profit contribution from the top 20% of your customers?
124. 贵公司销售额中，来自老客户的百分比是多少？
What percentage of your revenue is accounted for by sales to customers who
deal with you regularly?
%
没有有
不了解了解
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 35 of 45
目标市场
Customer Segmentation and Markets
125. 贵公司的目标市场？请说明该类市场的人口数（最终用户）、或者是在该市场中的企业客户的特性。
What market segments do you target? Please describe their demographics (if end-users) or the characteristics of
the businesses you target markets
126. 请说明贵公司选择该目标市场的原因。
Please explain below, why you target these particular customers and segments.
127. 您认为还有哪些市场可列入贵公司的目标市场吗？如果有，请在下面说
明是哪些市场，以及原因。
Are there any other markets that you believe you should be targeting? If yes,
please describe them below and explain why you believe you should be
targeting these markets.
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 36 of 45
市场定位与价格战略
Positioning and Pricing Strategy
128. 请描述贵公司的市场形象。
How would you describe your image in the marketplace?
129. 您认为贵公司在客户心中的定位如何，是低价位、高质量、还是其它？
How do you think your customer’s perceive your position in the marketplace . price leader, high quality and
price premium or value for money etc?
130. 贵公司回顾产品价格与服务的周期？
How often do you review the prices of your products and services?
131. 贵公司最近的一次提价是在什么时候？
When was the last time that you implemented a price increase?
只适用于生产型企业 Manufacturers only
132. 贵公司产品定价的基础是什么？按市场水平定位？是否有折扣或提价？请说明。
On what basis, do you set this hourly rate, . market rate or do you discount or charge a premium? Please
comment below.
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 37 of 45
只适用于服务型企业 Service Providers Only
133. 贵公司是按小时计费吗？如果是，请说明每小时的价格。如果不是，请
说明您是如何定价的。
Do you charge for your work on an “hourly rate” basis? If yes, please detail
your average hourly rate. If no, how do you charge for your work . do you
value on a per job basis etc?
¥ 每小时
per hour
134. 贵公司服务产品定价的基础是什么？按市场水平定位？是否有折扣或提价？请说明。
On what basis, do you set this hourly rate, . market rate or do you discount or charge a premium? Please
comment below.
只适用于零售与分销商 Retailers and Distributors Only
135. 贵公司定价的基础是什么？按市场水平定位？是否有折扣或提价？是否是以成本加利润的方式定价？请
说明。
On what basis, do you set your prices, . market rate or do you discount or charge a premium? Do you use a
cost plus margin approach? Please comment below.
不是是
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 38 of 45
市场营销活动
Marketing Activities
136. 贵公司有市场营销预算吗？如果有，金额是多少？
Do you have a marketing budget? If yes, how much is it?
¥
137. 贵公司进行市场营销与推广活动吗？如果有，请说明在过去的一年里，
进行了哪些类型的活动。
Do you undertake marketing and promotional activities? If yes, please
describe below the types of activities you have undertaken in the last 12
months
138. 贵公司会对广告与促销的效果进行衡量吗？如果有，请说明该衡量是如
何进行的。如果没有，请说明原因。
Did you measure the effectiveness of your advertising and promotion? If yes,
please describe how you did this. If no, please `comment as to why?
139. 贵公司是否建立客户资料的数据库？如果有，请说明是使用哪一种数据
库软件。
Do you maintain a database of your customers’ names and addresses? If yes,
what database software do you use?
140. 如果贵公司建有客户数据库，在进行营销活动时,是否会定期访问客户？
如果是，请说明贵公司是如何做的，以及它的周期。
If you do have a customer database, do you factor in regular customer contact
into your marketing activities? If yes, please provide details of how you do
this and the frequency.
没有有
没有有
没有有
没有有
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 39 of 45
技术、运营与知识战略
TECHNOLOGY, OPERATING AND KNOWLEDGE
STRATEGY
本部份的 SNAQ 涵盖了贵公司管理运作的三个非常重要的方面：技术、运营与知识战略。所获得的信息将
用于经营业绩改善项目的模块六。
This section of the SNAQ explores 3 very important aspects of your business your Technology, Operating and
Knowledge Strategies. The information provided will be used in Module 6 of the Business Performance
Improvement Program.
141. 贵公司使用电脑吗？如果是，请说明有几台电脑？如果没有，请
说明原因。
Do you use computers in your business? If yes, approximately how
many? If no, why not?
142. 贵公司是否制定有电脑化的政策？如果有，请详细说明。
Do you have a computer replacement policy? If yes, please detail it
below
143. 请说明贵公司使用哪些软件，及它们的作用。
Please detail below all the software you utilise in your business and its purpose
软件名称 SOFTWARE 作用 PURPOSE
没有有
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 40 of 45
144. 贵公司是否聘有 IT 专业人员？如果没有，请说明在公司运作中对
信息技术的需求度。
Do you have an IT specialist within your business? If no, please detail
below how the information technology needs of your business are met
145. 贵公司是否建有公司网站？如果有，请说明网站的作用，如贵公
司是否通过网站进行产品销售。如果没有，请说明原因，并是否
考虑建立网站，什么时候？网站会对贵公司起到什么积极的作
用？
Do you have an Internet website? If yes, what is its purpose . do you
generate sales through you website, please explain below. If you do
not have a website, why not? Do you plan to implement one and when?
What is the benefit of having a website in your business?
146. 贵公司是否建有内部局域网？如果有，请说明它的作用。
Does your business have an Intranet site? If yes, what is it used for?
只适用于生产型企业 Manufacturers only
147. 贵公司有生产成本系统吗？
Do you have a product costing system?
148. 如果有，它是电脑程序吗？如果是，所使用的是什么软件？如果
没有，贵公司是如何计算成本的，请说明。
If you have a product costing system, is it computerised? If yes, what
software do you use? If no, how do you calculate your costs, please
explain below.
没有有
没有有
没有有
没有有
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 41 of 45
149. 如果贵公司使用成本体系，是否也将其用于处理管理费用？如果
是，请说明是如何处理的，处理的依据是什么？
If you have a costing system do you allocate your overheads? If yes,
please explain on what basis this allocation is made.
150. 工厂车间平均每周的开工小时数
How many hours per week does your manufacturing plant operate?
小时
hours
151. 如果贵公司有库存，是否进行盘点？如果是，请说明盘点的周
期。
If you carry inventory, do you stock-take and if yes, how often do you
stock-take?
周期：
Every
152. 如果有库存，每隔多久对库存量标准进行一次回顾检查？
If you carry inventory, how often do you review your stock lines
周期：
Every
没有有
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 42 of 45
管理系统化
BUSINESS INDEPENDENCE
本部份的 SNAQ 旨在了解贵公司管理系统化的程序。在经营业绩改善项目的模块七中，将对贵公司的体系
化进行检测。此处所获得的信息使顾问公司对贵公司在该方面背景的有所了解。
This section of the SNAQ explores the extent to which the business has already achieved business independence. In
Module 7 of the Business Performance Improvement Program we will be examining systemisation. The information
that you detail here will provide a background to our project.
153. 贵公司会定期召开员工管理会议吗？如果有，请说明其程序。如果没
有，请说明原因。
Do you have regular team meetings? If yes, please describe your process
below. If no, please comment as to why this is.
154. 贵公司有收集员工反馈意见的体系吗？如果有，请说明该体系的运作程
序。如果没有，请说明原因。
Do you have in place a system for team member feedback? If yes, please
describe the process below. If no, why not?
155. 贵公司是否有书面的、针对每个职位或职能的操作手册？如果没有，请
说明原因。您认为操作手册重要吗？您认为在贵公司运作中需要操作手
册吗？
Do you have written operations manuals for each function / position in your
business? If no, why not? Do you think this is important? Is it something you
would like to see implemented in your business?
没有有
没有有
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 43 of 45
反馈及持续改善
FEEDBACK AND CONTINUOUS IMPROVEMENT
SNAQ 的最后这一部份涵盖了为衡量贵公司业绩表现所需管理工具与体系。它将在经营业绩改善项目的模
块八中得到体现。
This final section of the SNAQ explores the management tools and systems you have in place in order to measure
your performance. This will be explored during Module 8 of the Business Performance Improvement Program.
156. 您认为贵公司的核心成功因素是什么？
What do you think are the critical success factors for your business?
1)
2)
3)
4)
5)
6)
157. 贵公司在衡量业绩表现时，是否设有主要业绩指标？如果有，请列出
所使用的指标。
Do you have Key Performance Indicators that you use to measure your
performance? If yes, please detail them below
没有有
战略需求分析问卷
Stretigic Needs Analysis Questionnaire
IFC-CPDF Page 44 of 45
158. 公司管理层是否会定期开会来回顾公司的业绩表现？如果是，请说明
开会的频率，以及主要的讨论内容等。
Do the Executive Management team meet regularly to review the
performance of the business? If yes, please provide details such as how
often you meet, what you discuss etc
159. 您是否满意公司财务系统所提交的报告与信息？如果不满意，请说明原
因。
Are you happy with the reports and information that you get from your
financial systems? If no, please comment.
160. 如果有些报告您无法获得，请说明原因。
If there are any reports that you do not get, please explain why?
161. 您是否会根据预算来监控公司的实际表现？
Do you monitor your actual performance against your budget?
162. 贵公司是否每年都会完成正式的战略计划？
Do you undertake formal strategic planning every year?
没有有
不满意满意
没有有
不是是
不是是
