創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)(ppt16)-經(jīng)營(yíng)管理-預(yù)覽頁(yè)
【正文】 ? 顧客價(jià)值分析 ? 近的或遠(yuǎn)的競(jìng)爭(zhēng)者 ? 大多數(shù)公司與較近的競(jìng)爭(zhēng)者競(jìng)爭(zhēng) ? “好的”或“壞的”競(jìng)爭(zhēng)者 ? 競(jìng)爭(zhēng)者的存在提供了一些策略優(yōu)勢(shì)。D investments ? Changing market needs have challenged Intel to adapt ? Intel is now capitalizing on the Inter Intel 因特爾 Case Study 案例研究 18 3 Definition 定義 ? Competitive Advantage ? An advantage over petitors gained by offering consumers greater value than petitors offer. ? 競(jìng)爭(zhēng)優(yōu)勢(shì) ? 超過競(jìng)爭(zhēng)對(duì)手的優(yōu)勢(shì)，通過向消費(fèi)者提供更大價(jià)值，或者使用低價(jià)，或者提供適合高價(jià)格的更多利益來獲得。Creating Competitive Advantage 創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì) 18 1 Objectives 目標(biāo) ? Learn how to understand petitors as well as customers via petitor analysis. ? Learn the fundamentals of petitive marketing strategies based on creating value for customers. ? Realize the need for balancing customer and petitor anizations in order to bee a truly marketcentered anization. ? 解釋怎樣通過競(jìng)爭(zhēng)分析理解競(jìng)爭(zhēng)對(duì)手和消費(fèi)者。 18 2 ? Has dominated the chip industry ? Success is directly related to Intel’s petitive strategy ? Strategy focuses on superior value and product leadership ? Heavy focus on product and advertising innovation and Ramp。 and selecting which petitors to attack or avoid. ? 競(jìng)爭(zhēng)分析 ? 識(shí)別主要競(jìng)爭(zhēng)者，評(píng)估其目標(biāo)、策略、力量和弱點(diǎn)、反應(yīng)方式，選擇要與之競(jìng)爭(zhēng)或回避的競(jìng)爭(zhēng)者的
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