如何建立顧客合作關(guān)系(編輯修改稿)
2025-02-24 23:47 本頁面
【文章內(nèi)容簡(jiǎn)介】 re business portfolio 構(gòu)造未來的業(yè)務(wù)組合 ? Determine the future role of each SBU and choose the appropriate resource allocation strategy: ? Build ? Hold ? Harvest ? Divest ? SBUs change positions over time ? 決定每一個(gè) SBU在未來的角色，并選擇相應(yīng)的資源配置策略： ? 建立 ? 持有 ? 收獲 ? 剝奪 ? SBU的位置隨時(shí)間而改變 12 Strategic Planning 戰(zhàn)略計(jì)劃 ? Matrix approaches to formal planning share many problems: ? Difficult, timeconsuming, and costly to implement. ? Focus only on current businesses. ? Too strongly emphasize market share growth or growth via diversification. ? 用矩陣方法作計(jì)劃有許多問題： ? 困難、費(fèi)時(shí)、實(shí)施起來成本高昂。 ? 集中在當(dāng)前業(yè)務(wù)上。 ? 過于強(qiáng)調(diào)市場(chǎng)份額的擴(kuò)大或是通過進(jìn)入有吸引力的新市場(chǎng)來獲得增長(zhǎng)。 13 Strategic Planning 戰(zhàn)略計(jì)劃 ? Designing the business portfolio also involves: ? Developing strategies for growth by identifying, evaluating, and selecting promising new market opportunities. ? Product/market expansion grid ? Developing strategies for downsizing the business portfolio. ? 設(shè)計(jì)業(yè)務(wù)組合還涉及： ?通過識(shí)別、評(píng)價(jià)和選擇市場(chǎng)機(jī)會(huì)，并為成長(zhǎng)發(fā)展策略。 ?產(chǎn)品 /市場(chǎng)擴(kuò)展方格 ?開發(fā)縮小業(yè)務(wù)組合的策略。 14 Product/Market Expansion Grid Strategic Planning Existing Products New Products Existing Markets New Markets Market Peration Market Development Product Development Diversification 15 產(chǎn)品 — 市場(chǎng)擴(kuò)展方格 策略計(jì)劃 現(xiàn)有產(chǎn)品 新產(chǎn)品 現(xiàn)在市場(chǎng) 新市場(chǎng) 市場(chǎng)滲透 市場(chǎng)開發(fā) 產(chǎn)品開發(fā) 多角化 16 Planning Marketing 營銷計(jì)劃 ? Marketing plays a key role in the strategic planning process. ? Marketers must practice CRM and Partner Relationship Management. ? Partnering with other departments in the pany as well as other firms in the marketing system helps to build a superior value deliverywork. ? 在策略開發(fā)過程中營銷占重要角色。 ? 營銷者必須進(jìn)行顧客關(guān)系管理和合作關(guān)系管理。 ? 在營
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