奥美策略行销工具箱.pptxVIP

策略行销工具箱Strategic Marketing Tool Box(1)Much of the material in this file has been jointly developed by Colin Benjamin of the Horizons Network and Ian Strachan of Ogilvy Mather. Copy right is retained byColin Benjamin and Ogilvy MatherAsia PacificJean LinSeptember 1998BASIC TOOLKITWHY乱流改变五大要素WHAT竞争优势策略意图IWHOAEIOU九宫格乱流 (Turbulence)定义：当你经验某种完全无法预知的状况之时，你就会产生乱流。Definition: experiencing something totally unsettling that you can’t predict.了解“乱流度”能帮助我们推知产业或消费者，为何产生某种反应，以及如何帮助他们处在比较舒适的乱流 度中。乱流的来源 (Source of Turbulence)模棱两可Ambiguity不确定Uncertainty+=复杂Complexity机会Opportunity乱流Turbulence+=似是而非Paradox惊奇Surprise+=不连续性Discontinuity乱流 (Turbulence)如果你习惯较低的乱流度，你会If we are personally more comfortable at lower levels of turbulence如果你习惯较高的乱流度，你会If we are personally more comfortable at higher levels of turbulence 改变改变的压力清楚的远景改变的能力可行的具体下一步持续力改变++++改变可以帮助我们清楚的思考和分析企业、组织、或市场的变革判断和预测改变的结果“Change” can help us to understand and analyze changes that occur in organisation and in the market.缺一不可You can’t do without each one of them不是优先处理的事Bottom of the priority list清楚的远景Clear SharedVision改变的能力Capacity forChange可行的具体下一步Actionablefirst Steps持续力SustainedMomentum++++=改变的压力Pressure forChange改变的能力Capacity forChange可行的具体下一步Actionablefirst Steps持续力SustainedMomentum随意发生的事Random haphazard efforts++++=改变的压力Pressure forChange清楚的远景Clear SharedVision可行的具体下一步Actionablefirst Steps持续力SustainedMomentum++++=焦虑和挫折Anxiety Frustration改变的压力Pressure forChange清楚的远景Clear SharedVision改变的能力Capacity forChange持续力SustainedMomentum只有热情别无他物Hot air not much else++++=头重脚轻, 见光死A fast start that fizzles and dies改变的压力Pressure forChange清楚的远景Clear SharedVision改变的能力Capacity forChange可行的具体下一步Actionablefirst Steps++++=Ref: TN/SM/STRMKTOL/rc 决定行业获利的五大要素潜在的进入者Potential entrants供应商的议价能力Bargaining power of suppliers新进入市场的威胁Treat of new entrants购买者的议价能力Bargaining power of buyers行业的竞争者Industry competitors供应商Suppliers购买者Buyers现存竞争者密集度Intensify of Rivalry替代品的威胁Threat of substitute products or services替代品SubstitutesO MEntry BarriersEconomics