营销战略策略分析五力模型.pptx

Chapter 3Environmental Scanning part 2營銷環境掃描 第二部分A Brief Review 簡要複習環境掃描的概念Environment Scanning: the process of continually acquiring information on events occurring outside the organization to identify and interpret potential trend (both opportunities and threats).環掃掃描：持續收集並分析發生在企業之外的事件信息以識別潛在趨勢（機會和威脅）的過程。A Brief Review 簡要複習市場營銷環境的分類政治法律環境Political and Regulatory政局法律經濟環境Economic宏觀經濟消費者購買力社會文化環境Social and Cultural人口統計因素文化科技環境Technological競爭環境CompetitionPEST分析E: Economic經濟環境P：Political and Regulatory 政治和法律環境PEST分析競爭分析競爭CompetitionS：Social社會文化環境T：Technology技術環境競爭環境CompetitionA framework of industrial competition analysis產業競爭分析的框架Misidentification of the industry and competitors can have serious impact on the success of a marketing strategy.Step 1: Define the industry and Identify the competitors 定義行業和識別競爭者Step 2: Competitor analysis 競爭者分析Step 3: Analyze Other forces that influence the profitability 分析其他影響盈利能力的力量1.Define the industryTwo major approaches for defining the industry.兩種主要的定義行業的方法Demand-Based method: defining the market on customers’ problems to be solved.基於需求面的方法：從顧客所需解決問題的角度出發進行定義Supply-Based method: defining the market on attributes of the firms.基於供應面的方法：從企業的特徵角度出發定義行業1.Define the industrydemand-basedProduct form competition(產品形式競爭): a level of competition in which only products and services of the same product type are considered.Product class(category)competition(產品大類競爭): a level of competition in which product and services that provide the same function are considered.Generic competition(一般競爭): a level of competition that includes all product or services that the customer views as fulfilling the same need.Budget competition(預算競爭): a level of competition that includes any products or services, related or unrelated, that could be viewed as substitute in a budget.1.Define the industrysupply-basedDefine competition by attributes of the firmsSize 企業規模Resource used 企業所擁有和使用的資源Channel of distribution 營銷渠道Product offered 所提供的產品Financial strength 財務力量Capability