策略市场学.pptVIP

Strategic Marketing战略性市场学 The First Strategic Task第一战略性任务 Forming a strategic vision of what the company’s future business will be. 确定公司未来业务的战略远景 Strategic Marketing战略性市场学The Second Strategic Task第二战略性任务 Setting objectives – performance outcomes for the company to achieve. 为公司设定业绩目标 Strategic Marketing战略性市场学The Third Strategic Task第三战略性任务 Making a strategy to achieve the desired outcomes. 制定战略来达到期望的结果 Strategic Marketing战略性市场学The Fourth Strategic Task第四战略性任务 Implementing and executing the chosen strategy efficiently and effectively. 有效地贯彻执行所选择的战略 Strategic Marketing战略性市场学The Fifth Strategic Task第五战略性任务 Evaluating performance and initiating corrections. 评估业绩和主动修正 Defining your Company’s Present Business- 1定义你公司目前的业务 Customer needs, or what is being satisfied. 客户需求，或被满足的 Defining your Company’s Present Business-- 2定义你公司目前的业务 Customer groups, or who is being satisfied. 客户组群，或被满足者 Defining your Company’s Present Business-- 3定义你公司目前的业务 The technologies used and functions performed – how customers needs are satisfied. 技术使用和功能实施后，客户需求是如何被满足的 What is the industry like? 1企业需要什么？ Market size : 市场容量 Scope of competitive rivalry 竞争范围 Market growth rate and where the industry is in the growth cycle 市场增长率及企业在增长周期中的位置 Number of rivals and their relative sizes 竞争者数量及相应规模 What is the industry like? 2企业需要什么？ Number of buyers and their relative size. 买家数量及相应规模 The types of distribution channels used to access buyers. 用力接触买家的分销渠道形式 The pace of technological change. 工艺改变的步调 What is the industry like? 3企业需要什么？ Whether the product(s)/ service(s) of rival firms are highly differentiated, weakly differentiate, or essentially identical. 竞争者的产品/服务是否差异性很大，很小或本质上相同 What is the industry like? 4企业需要什么？ Resource requirements and the ease of entry and exit. 资源需求和市场进入及推出的难易 Whether industry profitability is above/below par. 企业利润是否超越/低于预计目标 The five-forces Model of Competition - #1竞争的五个压力 The rivalry among competitors in the indust