奥美策略工具课件.pptVIP

策略行销工具箱StrategicMarketingToolBox(1)OM

BASICTOOLKITWHYWHATWHOOM

乱流(Turbulence)OM

乱流的来源(SourceofTurbulence)模棱两可Ambiguity不确定Uncertainty复杂Complexity机会Opportunity似是而非Paradox惊奇Surprise不连续性DiscontinuityOM

乱流(Turbulence)OM5

如果你习惯较低的乱流度，你会IfwearepersonallymorecomfortableatlowerlevelsofturbulenceOM6

如果你习惯较高的乱流度，你会IfwearepersonallymorecomfortableathigherlevelsofturbulenceOM7

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OM

缺一不可Youcan’tdowithouteachoneofthem可行的具清楚的远景ClearSharedVision改变的能力CapacityforChange持续力SustainedMomentum体下一步ActionablefirstSteps可行的具体下一步ActionablefirstSteps改变的压力PressureforChange改变的能力CapacityforChange持续力SustainedMomentum可行的具体下一步ActionablefirstSteps改变的压力PressureforChange清楚的远景ClearSharedVision持续力SustainedMomentum改变的压力PressureforChange清楚的远景ClearSharedVision改变的能力CapacityforChange持续力SustainedMomentum可行的具体下一步ActionablefirstSteps改变的压力PressureforChange清楚的远景ClearSharedVision改变的能力CapacityforChange

Ref:TN/SM/STRM决定行业获利的五大要素潜在的进入者Potentialentrants行业的竞争者Industrycompetitors供应商Suppliers购买者Buyers现存竞争者密集度IntensifyofRivalry替代品Substitutes

EntryBarriersRivalryDeterminantsNewentrantsTreatofnewentrantsBargainingpowerofsuppliersBargainingpowerofbuyersIndustrycompetitorsSuppliersBuyersIntensifyofRivalryEntryBarriersDifferentiationofinThreatofsubstitutesSubstitutesDeterminantsofBuyerPower

竞争对手无法赶上的竞争优势OM

竞争优势CompetitiveEdge竞争性的优势CompetitiveEdge具竞争性的长处CompetitiveAdvantage竞争者无法追上我们，因为消费者的认知已被我们改变Competitorscan’tcatchupbecausecustomers’perceptionshavebeenchanged比较性的优点ComparativeAdvantage比较好”Somethingbetter不同的特性让我们的对手今日无法赶上我们SomethingdifferentwhichcompetitorscantmatchtodayOM

策略的意图nnnOM

例子Example国泰航空不同阶段的意图本世纪最棒的航空公司Bestofthedecade顾客导向CustomerCulture具竞争力CompetitiveCulture营运OperationsCultureOM

策略的意图:CathayPacificBESTAIRLINEOFDECADE“IalwayspreferCathayPacific”CUSTOMER“BESTSQUABA”COMPETITIVE“Wedoabetterjob”OPERATIONOM

九宫格:Urgency/ImpactMatrixOM

StrategicImpactMatrix策略性冲击方阵IMPORTANCE