第九章竞争——市场营销经典课程.pptVIP

本章学习目的 Objectives 确定竞争者 确定竞争者的战略、目标、优势与劣势以及他们的反应模式 设计竞争情报系统 确定竞争地位 五种竞争力量Five Forces Determining Segment Structural Attractiveness 壁垒和盈利能力Barriers and Profitability 行业竞争Industry Competition 行业竞争者是提供一组或一类相互密切替代产品的公司群。 行业分类的依据： Number of Sellers - Degree of Differentiation Entry, Mobility, Exit barriers Cost Structure Degree of Vertical Integration Degree of Globalization Strategic Groups in the Major Appliance Industry 分析竞争者Analyzing Competitors Competitor’s Expansion Plans Hypothetical Market Structure Strategies 防御战略Defense Strategies Optimal Market Share Attack