關(guān)鍵顧客的管理之二競(jìng)爭(zhēng)戰(zhàn)略ppt44頁(完整版)
【正文】 是整合營(yíng)銷？ 人員促銷還是品牌營(yíng)銷？ 制定制勝的競(jìng)爭(zhēng)戰(zhàn)略 ?在顧客導(dǎo)向與競(jìng)爭(zhēng)者導(dǎo)向中平衡KAM成功的關(guān)鍵要素 (KSF： Key success factors) 在顧客導(dǎo)向與競(jìng)爭(zhēng)者導(dǎo)向中平衡 ? 以競(jìng)爭(zhēng)者為導(dǎo)向的公司就是其行動(dòng)基本上是由競(jìng)爭(zhēng)者的行動(dòng)與反應(yīng)所支配的 ? 公司化大量的時(shí)間在各個(gè)市場(chǎng)上逐個(gè)跟蹤競(jìng)爭(zhēng)者的行動(dòng)及其市場(chǎng)份額 ? 以顧客為導(dǎo)向的公司會(huì)更多地鎖定在顧客的發(fā)展上 ? 參與市場(chǎng)競(jìng)爭(zhēng)，既要注意顧客，又不能忽略競(jìng)爭(zhēng)者 關(guān)鍵成功因素分析 (KEY SUCCESS FACTOR ANALYSIS) ? The few skills that must be done well to ensure high performance. ? KSF analysis can applied to –Individuals –Departments –Organization 關(guān)鍵成功因素 (KEY SUCCESS FACTOR ANALYSIS) ? Since KSFs are skills they are actionable ? KSFs are market specific ? KSFs are few in number but explain a significant part of performance ? KSFs are relatively stable within a market but subject to evolutionary forces . 關(guān)鍵成功因素來源的識(shí)別 ? Industry ? Competitive strategy which is influenced by pany history ? Macroenvironmental factors over which a particular firm has limited influence (note that these are generally not actionable in the sense that we defined KSFs) ? Temporal factors affecting implementation ? Management functions within a pany 關(guān)鍵成功因素分析的應(yīng)用步驟 ? Identify KSFs ? Collect data for relevant petitors ? Evaluation using profile parisons and Importance /Performance Matrix ? Action plan including activities, involvement, timing ,and resource (AITR) 兩種關(guān)鍵成功因素比較 ? 滿足顧客需要 ? 品質(zhì)競(jìng)爭(zhēng)優(yōu)勢(shì) ? 可靠性競(jìng)爭(zhēng)優(yōu)勢(shì) ? 價(jià)值競(jìng)爭(zhēng)優(yōu)勢(shì) ? 設(shè)計(jì)競(jìng)爭(zhēng)優(yōu)勢(shì) ? 價(jià)格競(jìng)爭(zhēng)優(yōu)勢(shì) ? 與公司的目標(biāo)、形象相匹配 ? 特色 ? 適當(dāng)?shù)氖袌?chǎng)定位 ? 占領(lǐng)大市場(chǎng) ? 生產(chǎn)與營(yíng)銷的協(xié)同 ? 避免顧客認(rèn)同的競(jìng)爭(zhēng)性市場(chǎng) ? 為客戶帶來獨(dú)特效用的優(yōu)勢(shì)產(chǎn)品
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