营销广告的案例-经典版ppt20-中英文-.pptVIP

竞争对手无法赶上的竞争优势 这个工具帮助我们思考目前的状况，明天的状况，和未来的状况。提醒我们不要只去思考眼前的问题，也能预留未来胜利的空间和方向 This tool helps us to evaluate where we are today, where will we be tomorrow, and where we will be in the future. It enables us to have a broader view of the whole picture and to march on in a meaningful future direction. 竞争优势Competitive Edge 比较性的优点 Comparative Advantage 比较好” Something better 具竞争性的长处 Competitive Advantage 不同的特性让我们的对手今日无法赶上我们 Something different which competitors cant match today 竞争性的优势 Competitive Edge 竞争者无法追上我们，因为消费者的认知已被我们改变 Competitors can’t catch up because customers’ perceptions have been changed 策略的意图 想象一个远景 Envisages a desired leadership 计划达成远景的中间步骤 Plans for the interim steps to get there 如此可将组织的注意力放在 “求胜” 的本质上 Focuses the attention of the organisation of the essence of winning O M Ref: TN/SM/STRMKTOL/rc * 1 1 13 策略行销工具箱Strategic Marketing Tool Box(1) Jean Lin September 1998 Much of the material in this file has been jointly developed by Colin Benjamin of the Horizons Network and Ian Strachan of Ogilvy Mather. Copy right is retained by Colin Benjamin and Ogilvy Mather Asia Pacific BASIC TOOLKIT WHY WHAT WHO I 乱流 改变 五大要素 九宫格 AEIOU 竞争优势 策略意图 乱流 (Turbulence) 定义：当你经验某种完全无法预知的状况之时，你就会产生乱流。 Definition: experiencing something totally unsettling that you can’t predict. 了解“乱流度”能帮助我们推知产业或消费者，为何产生某种反应，以及如何帮助他们处在比较舒适的乱流 度中。 乱流的来源 (Source of Turbulence) 模棱两可 Ambiguity 复杂 Complexity 似是而非 Paradox 不连续性 Discontinuity 不确定 Uncertainty 机会 Opportunity 惊奇 Surprise 乱流 Turbulence = + + + = = 乱流 (Turbulence) 如果你习惯较低的乱流度，你会 If we are personally more comfortable at lower levels of turbulence 如果你习惯较高的乱流度，你会 If we are personally more comfortable at higher levels of turbulence 改变 改变可以帮助我们清楚的思考和分析 企业、组织、或市场的变革 判断和预测改变的结果 “Change” can help us to understand and analyze changes that occur in organisation and in the market. 改变的 压力 清楚的 远景 改变的 能力 可行的具 体下一步 改变 + + + 持续力 + 缺一不可You can’t do without each one of them 改变的压力 Pressure for Change 改变的压力 Pressure for Change 改变的压力 P