超级流行和管理工具荟萃.pptVIP

Blindspot Analysis 盲点分析 Objective: To assess the presence of blindspots that may compromise a competitor’s ability to respond to a competitive action. 目的：评估某个盲点，该盲点可能削弱一个竞争者对一项竞争性举措的应对能力 Misjudging industry boundaries 对产业领域的错误判断 Poor identification of the competition 对竞争认知不足 Overemphasis on competitors’ visible competence 过分重视竞争对手所显示出来的能力 Overemphasis on scope – not posture 过分强调范围而不是态势 Faulty assumptions about the competition 对竞争情况作错误假设 Paralysis by analysis 因分析而陷入企业运作瘫痪 Competitor Profiling 竞争对手概要分析 Successful strategists take great pains in understanding their competitors 成功的战略家在了解竞争者上付出极大的努力 Identifying their strategies 确定他们的战略 Watching their actions 观察他们的行动 Evaluating their vulnerability to driving forces and competitive pressures 评估他们的驱动力的弱点以及竞争压力下的弱点 Sizing up their resource strengths and weaknesses and their capabilities 评估他们的资源优势和弱势以及他们的实际能力 Trying to anticipate rivals’ next moves 试图预计对手的下一步行动. Competitive Profiling - The 4 Corner Analysis Model (Porter, 1980) COMPETITIVE PROFILING THE 4 CORNER ANALYSIS MODEL竞争概要分析－四角分析模型（波特，1980） Competitive Profile Matrix 竞争态势矩阵 (CPM) (David, 2001, pp. 114-115) CPM- compares competitors against critical success factors (CSF’s) in the industry + other comparators (eg.- GE strengths) CPM- 将竞争对手与行业中的关键成功因素（CSF’s)及其他比较指标（如-GE 优势）进行比较 Weighted score system 加权评分系统 CSFs/ comparators are weighted by importance ; 关键成功因素（CSFs)/比较指标按重要性进行加权 Total 总分= 1.00 Competitors are listed re: relative strength for each CSF列出竞争对手，例如根据在每个关键成功因素上，各个竞争对手的相对优势进行罗列： 4 = major strength 主要优势 3 = minor strength 次要优势 2 = minor weakness 次要劣势 1 = major weakness 主要劣势 Total weighted score indicates overall strength of competitor.加权总分表示竞争对手的整体优势 Customer Product Analysis Techniques顾客及产品分析技巧 Customer value analysis 顾客价值分析 Customer segmentation/ needs analysis 顾客（市场）细分/需求分析 Competitive benchmarking 竞争定标比超/基准设定 Customer Value Analysis顾客价值分析 “