竞争互动与对策.pptxVIP

第五章;竞争互动与对策;长期优势/短期优势long-term/short-term advantage;Competitive battlefield;Competitive battlefield;Competitive battlefield;新的理论;动态竞争;动态竞争;动态竞争;达维尼:市场竞争互动形式/过程;案例：塞尔西奥 齐曼 ;迎战百事可乐;离经叛道营销战;新的观念：自己打败自己;INTEL;本章内容;一;Competitive Actions;Competition interaction;Competition interaction;Factors affecting the competitor’s interaction;Attack actions;Likelihood of Responsecounter the effects of an action;Likelihood of Responsecounter the effects of an action;Likelihood of Responsecounter the effects of an action;Likelihood of Responsecounter the effects of an action;Firm’s abilities to take action and respond;详细介绍;一 价格战;价格战的特点;应对价格战 1--避免正面冲突;限制产量—为何不独占市场;限制产量—把握有度;合谋;隐藏式价格战 ;伪装价格战;虚幻价格战 ;价格战的风险;二 价格—质量竞争 ;市场区隔的重叠;选择价格—质量位置;三、行中间之道 ;中间之道;四、全线生产 ;实施全线生产的困难;五、侧面攻击 ;五、侧面攻击 ;六、趋近完全竞争 ;七、重新启动竞争循环 ;七、重新启动竞争循环;七、重新启动竞争循环;市场竞争的扩展阶梯 ;The end