10Fab4S服务品牌营销战略七.ppt

精心整理 . 精品课件 高品质资料 Again, transaction-based business intelligence and multi-dimensional BI is not enough. To effectively set and monitor corporate directions, you need strategic business intelligence. As part of the SEM suite, Oracle offers the Balanced Scorecard. With the balanced scorecard, you can translate corporate strategy into a comprehensive set of internal and external key performance indicators. A few examples of KPIs that you can use include: customer acquisition rates, customer profitability, employee retention, product defects, and cost of capital. The overall process of implementing and using the Balanced Scorecard is more than just defining what KPIs to use. With Balanced Scorecard, you can align all organizations around the plan and measure progress. 1. Use the balance scorecard to effectively communicate enterprise goals throughout the organization. 2. Define KPIs at the enterprise level and at the organization and initiative level to effectively align ALL organizational objectives to the objectives of the enterprise as a whole. 3. Link operational execution to strategic objectives and ongoingly measure effectiveness against goals. 4. Identify when and where you need to make appropriate adjustments. 支撑品牌的各大要素结构图表 市场定位 质量 文化 形象包装 渠道经销 ? 天时（国情） 地利（行情） 人和（人情） SWOT分析 知己知彼 投其所好 美 誉 度 知 名 度 忠 诚 度 花钱就能轻易办到 顾客购买的根本原因(￥) 市场需求形成 的根本因素 利润（￥） 短缺卖方市场 竞争买方市场 Eric 差异个性 工人操作 经营理念 产品设计 成本控制 顾客认知 原材料 公司历史 广告诉求点 合适性 USP 服务观念 公司体制 投入费用 技巧 FBI 服务程序 管理方式 投入时机 绩效考核 产品卖点 服务 战略管理 广告公关 销售管理 三口成“品” 想买以下产品，你会想到谁: 手提电脑，操作软件，微波炉，北京烤鸭，比萨饼，