579 企业经营.pptVIP

企业经营与营销策略规划实务 * * 规模有多大? 企业经营与营销策略规划实务 （一）企业经营目标与资源分析 您要的是什么? 您的原动力 是什么? 企业经营与营销策略规划实务 （一）企业经营目标与资源分析 您有什么优势 ? 产品? 技术? 独家代理? 营销通路? 经济规模? 资金? 人 企业经营与营销策略规划实务 （一）企业经营目标与资源分析 产品 (技术) 服务 创意 管理工具 创业、企业经营要素 企业经营与营销策略规划实务 （二）竞争环境与市场定位分析 谁是标竿? 谁是对手? 取代性?How ? Who ? 企业经营与营销策略规划实务 制造商? 批发商? 经销商? 通路商? 零售商? （二）竞争环境与市场定位分析 直销商? 企业经营与营销策略规划实务 （三）4P营销策略组合规划 Product Price Place Promotion Success 企业经营与营销策略规划实务 （三）4P营销策略组合规划 What Where When Who How many How much How to do Decision 企业经营与营销策略规划实务 （三）4P营销策略组合规划- Product Historically, the thinking was: a good product will sell itself. However there are no bad products anymore in todays highly competitive markets. Plus there are many laws giving customers the right to return products that he perceives as bad. Define the characteristics of your product or service that meets the needs of your customers. Therefore the question on product has become : Does the organization create what its intended customers want? 企业经营与营销策略规划实务 （三）4P营销策略组合规划– Product (considerations) Product Functionality Service Brand Packaging Appearance Quality Support Warranty 企业经营与营销策略规划实务 （三）4P营销策略组合规划-Place Available at the right place, at the right time, in the right quantities? Some of the revolutions in business have come about by changing Place. Think of the internet and mobile telephones. 企业经营与营销策略规划实务 （三）4P营销策略组合规划-Place(considerations) Place Locations Market Coverage Channel Motivation Channel members Logistics Service Levels Internet/ Mobile 企业经营与营销策略规划实务 （三）4P营销策略组合规划-Price How much are the intended customers willing to pay? Here we decide on a pricing strategy - do not let it just happen! Even if you decide not to charge for a service (a loss leader), you must realize that this is a conscious decision and forms part of the pricing strategy. Although competing on price is as old as mankind, the consumer is often still sensitive for price discounts and special offers. Permanently competing on price is for many