08制定产品战略.pptVIP

* * * * * * * * * * * * * * * * 华南理工大学工商管理学院--黎文 版权所有，Copyright * 华南理工大学工商管理学院--黎文 版权所有，Copyright * 市场分析和预测Marketing Analysis Forecasting 教师：黎文 时间：2010.09 电子邮件：wli@scut.edu.cn 联系电话Developing Product Strategy制定产品战略 A Successful Strategy:成功的战略 Helps achieve coordination among functional areas of the organization.（帮助组织中的各个职能部门实现协同一致） Defines how resources are to be allocated.（定义好如何分配志愿） Leads to a superior market position.（创造一个更有利的市场定位） Elements of a Product Strategy产品战略的要素 Statement of the objective(s) the product should attain（产品应该达到的目标的陈述） Selection of strategic alternative(s)（可供选择的战略选项） Selection of customer targets（目标顾客的选择） Choice of competitor targets（目标竞争对手的选择） Statement of the core strategy（核心战略的陈述） Description of supporting marketing mix.（支持性营销组合的陈述） Description of supporting functional programs（支持性职能计划的陈述） Hierarchy of Objectives目标的层次结构 Company Mission/Vision Corporate objectives Corporate strategies Divisional objectives Divisional strategies Product/brand objectives Brand strategies Program objectives Tactics Level I Level 0 Level III Level II Level IV Strategic Alternatives Long-term profits Growth in sales or market share New segments Market development Convert nonusers New product development Competitors’ customers Efficiency, short-run profits Reduce costs Decrease inputs Improve asset utilization Increase price Increase outputs Improve sales mix Existing customers Market penetration Criteria for Evaluating Strategic Alternative Options Size/growth of the segment（细分市场的规模/增长） Opportunities for obtaining competitive advantage（获得竞争优势的机会） Resources available to penetrate the segment（对于想进入的细分市场而言可以利用的资源） Target Segments for Handspring Positioning Decision Steps定位决策的步骤 Identify alternative positioning themes by consulting the advertising account team, the product team, and past marketing plans.（通过咨询广告策划小组、产品小组以及了解过去的市场营销策划，确定可选的定位主题） Screen the alternatives according to whether each is (a) meaningful to customers, (b) feasible given