强弱危机分析（又称：强弱危机综合分析法、优劣分析法，英语：SWOT Analysis），是一种企业竞争态势分析方法，是市场营销的基础分析方法之一，通过评价企业的优势（Strengths）、劣势（Weaknesses）、竞争市场上的机会（Opportunities）和威胁（Threats），用以在制定企业的发展战略前对企业进行深入全面的分析以及竞争优势的定位。而此方法是Albert Humphrey于1964年所提出来的。

SWOT分析在最理想的状态下，是由专属的团队来达成的，一个SWOT分析团队，最好由一个会计相关人员，一位销售人员，一位经理级主管，一位工程师和一位专案管理师组成。

SWOT analysis (alternatively SWOT matrix) is an acronym for strengths, weaknesses, opportunities, and threats—and is a structured planning method that evaluates those four elements of a project or business venture. A SWOT analysis can be carried out for a company, product, place, industry, or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. Some authors credit SWOT to Albert Humphrey, who led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from Fortune 500 companies. However, Humphrey himself does not claim the creation of SWOT, and the origins remain obscure. The degree to which the internal environment of the firm matches with the external environment is expressed by the concept of strategic fit.