創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)(ppt16)-經(jīng)營(yíng)管理-展示頁(yè)
2024-08-24 21:31本頁(yè)面
【正文】 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)者的過程。 18 8 Competitor Analysis 競(jìng)爭(zhēng)分析 ? Designing Competitive Intelligence Systems ? A WellDesigned CI System: ? Identifies types and sources of petitive information ? Continuously collects information ? Checks reliability and validity of information ? Interprets and anizes information ? Distributes information to decision makers and responds to queries ? 設(shè)計(jì)競(jìng)爭(zhēng)情報(bào)系統(tǒng) ? 一個(gè)設(shè)計(jì)良好的 CI系統(tǒng)： ?識(shí)別競(jìng)爭(zhēng)信息的類型和來(lái)源 ?不斷收集信息 ?檢查信息的可信性與有效性 ?解釋和組織信息 ?將信息傳遞給決策執(zhí)行者并對(duì)質(zhì)疑作出反應(yīng) 18 9 Competitive Strategies 競(jìng)爭(zhēng)策略 ? Approaches to Marketing Strategy ? No single strategy is best for all panies ? Marketing strategy and practice often passes through three stages: ? Entrepreneurial marketing ? Formulated marketing ? Intrepreneurial marketing ? 制定營(yíng)銷策略的方法 ? 沒有任何策略是所有公司的最佳選擇 ? 營(yíng)銷策略和實(shí)踐經(jīng)常會(huì)有三個(gè)階段： ?企業(yè)市場(chǎng) ?合成市場(chǎng) ?外部市場(chǎng) 18 10 Competitive Strategies 競(jìng)爭(zhēng)策略 ? Basic Competitive Strategies: Porter ? Overall cost leadership ? Lowest production and distribution costs ? Differentiation ? Creating a highly differentiated product line and marketing program ? Focus ? Effort is focused on servi
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