關鍵顧客的管理之二競爭戰(zhàn)略ppt44頁(完整版)
【正文】 還是整合營銷？ 人員促銷還是品牌營銷？ 制定制勝的競爭戰(zhàn)略 ?在顧客導向與競爭者導向中平衡KAM成功的關鍵要素 (KSF： Key success factors) 在顧客導向與競爭者導向中平衡 ? 以競爭者為導向的公司就是其行動基本上是由競爭者的行動與反應所支配的 ? 公司化大量的時間在各個市場上逐個跟蹤競爭者的行動及其市場份額 ? 以顧客為導向的公司會更多地鎖定在顧客的發(fā)展上 ? 參與市場競爭，既要注意顧客，又不能忽略競爭者 關鍵成功因素分析 (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 . 關鍵成功因素來源的識別 ? 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 關鍵成功因素分析的應用步驟 ? Identify KSFs ? Collect data for relevant petitors ? Evaluation using profile parisons and Importance /Performance Matrix ? Action plan including activities, involvement, timing ,and resource (AITR) 兩種關鍵成功因素比較 ? 滿足顧客需要 ? 品質競爭優(yōu)勢 ? 可靠性競爭優(yōu)勢 ? 價值競爭優(yōu)勢 ? 設計競爭優(yōu)勢 ? 價格競爭優(yōu)勢 ? 與公司的目標、形象相匹配 ? 特色 ? 適當的市場定位 ? 占領大市場 ? 生產與營銷的協(xié)同 ? 避免顧客認同的競爭性市場 ? 為客戶帶來獨特效用的優(yōu)勢產品 ?
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