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1、策略行销工具箱Strategic Marketing Tool Box(1),Jean Lin September 1998,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 by Colin Benjamin and Ogilvy & Mather Asia Pacific,BASIC TOOLKIT,WHY,WHAT,
2、WHO,I,乱流,改变,五大要素,九宫格,AEIOU,竞争优势,策略意图,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 cant 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,复杂 Complexity,似是而非 Paradox,不连续性 Discontinuit
3、y,不确定 Uncertainty,机会 Opportunity,惊奇 Surprise,乱流 Turbulence,=,+,+,+,=,=,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 “C
4、hange” can help us to understand and analyze changes that occur in organisation and in the market.,改变的 压力,清楚的 远景,改变的 能力,可行的具 体下一步,改变,+,+,+,持续力,+,缺一不可You cant do without each one of them,改变的压力 Pressure for Change,改变的压力 Pressure for Change,改变的压力 Pressure for Change,改变的压力 Pressure for Change,清楚的远景 Clea
5、r Shared Vision,清楚的远景 Clear Shared Vision,清楚的远景 Clear Shared Vision,改变的能力 Capacity for Change,改变的能力 Capacity for Change,改变的能力 Capacity for Change,可行的具 体下一步 Actionable first Steps,可行的具 体下一步 Actionable first Steps,可行的具 体下一步 Actionable first Steps,持续力 Sustained Momentum,持续力 Sustained Momentum,持续力 Susta
6、ined Momentum,改变的能力 Capacity for Change,可行的具 体下一步 Actionable first Steps,持续力 Sustained Momentum,清楚的远景 Clear Shared Vision,不是优先处理的事 Bottom of the priority list,随意发生的事 Random & haphazard efforts,焦虑和挫折 Anxiety & Frustration,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,+
7、,+,+,+,=,+,+,+,+,=,+,+,+,+,=,+,+,+,+,=,+,+,+,+,=,购买者 Buyers,供应商 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,供应商的 议价能力 Bargaining power of suppliers,替代品的威胁 Threat of substitute products or services,行业的竞争者 Industry competitors,替代品 Substitutes,潜在的进入者 Potential entrants,
8、决定行业获利的五大要素,现存竞争者密集度Intensify of Rivalry,O & M,Ref: TN/SM/STRMKTOL/rc,Buyers,Suppliers,Treat of new entrants,Bargaining power of buyers,Bargaining power of suppliers,Threat of substitutes,Industry competitors,Substitutes,New entrants,Intensify of Rivalry,Entry Barriers Economics of scale Proprietary
9、 product differences Brand identity Switching costs Capital requirements Access to distribution Absolute cost advantages - proprietary learning curve - access to necessary inputs - proprietary low-cost production design Government policy Expected retaliation,Rivalry Determinants Industry growth Fixe
10、d (or storage) costs / value added Intermittent overcapacity Product differences Brand identity Switching costs Concentration and balance Informational complexity Diversity of competitors Corporate stakes Exit barriers,Entry Barriers Differentiation of inputs Switching costs of suppliers and firms i
11、n the industry Presence of substitute inputs Supplier concentration Importance of volume to supplier Cost relative to total purchases in the industry Impact of inputs on cost or differentiation Threat of forward integraion relative to threat of backward integration by firms in the industry,Bargain l
12、everage Buyer concentration versus firm concentration Buyer volume Buyer switching costs relative to firm switching costs Buyer information Ability to backward integrate Substitute products Pull-through,Price sensitivity Price/total purchases Product differences Brand identity Impact on quality/ per
13、formance Buyer profits Decision makers incentives,Determinants of Buyer Power,竞争对手无法赶上的竞争优势,这个工具帮助我们思考目前的状况，明天的状况，和未来的状况。提醒我们不要只去思考眼前的问题，也能预留未来胜利的空间和方向 This tool helps us to evaluate where we are today, where will we be tomorrow, and where we will be in the future. It enables us to have a broader vi
14、ew of the whole picture and to march on in a meaningful future direction.,竞争优势Competitive Edge,比较性的优点 Comparative Advantage 比较好” Something better,具竞争性的长处 Competitive Advantage 不同的特性让我们的对手今日无法赶上我们 Something different which competitors cant match today,竞争性的优势 Competitive Edge 竞争者无法追上我们，因为消费者的认知已被我们改变
15、Competitors cant catch up because customers perceptions have been changed,策略的意图,想象一个远景 Envisages a desired leadership 计划达成远景的中间步骤 Plans for the interim steps to get there 如此可将组织的注意力放在 “求胜” 的本质上 Focuses the attention of the organisation of the essence of winning,例子 Example,国泰航空不同阶段的意图,本世纪最棒的 航空公司 Bes
16、t of the decade,策略的意图: Cathay Pacific,BEST AIRLINE OF DECADE,1993/94,1994/95/96,1997/98,1999,九宫格: Urgency / Impact Matrix,Th Strategic Issues Matrix is a simple tool for a group use to agree priorities between a number of issues or action proposals. Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings. The group are invited to call their ratings for both impact and urgency. The score for impact should always be called fi
