孫子兵法之營銷戰(zhàn)略-展示頁
2025-01-14 20:34本頁面
【正文】 is Strategy? 什么是戰(zhàn)略？ 2 The 3 Components of Winning Strategies 成功戰(zhàn)略的 3大組件 ? The Goal/ Objective 目標(biāo) ? The Resources Needed 所需資源 ? The Responses from Customers and Competitors 客戶及競爭對手的反應(yīng) 3 The Goal/ Objective 目標(biāo) ? Why this goal/ objective? 為什么要達到這個目標(biāo)？ ? How to achieve it? 如何達到？ ? What information is required? 需要什么信息？ ? What skills are needed? 需要哪方面的技能？ ? How to monitor progress? 如何監(jiān)控進度？ 4 The Resources Needed 所需資源 ? Manpower 人力資源 ? Equipment 設(shè)備 ? Materials 材料 ? Funds 資金 ? Marketing exposure 市場曝光 ? Network 人際網(wǎng)絡(luò) 5 The Responses from Customers and Competitors 客戶及競爭對手的反應(yīng) ? PEST 政治、經(jīng)濟、社會、科技 因素 ? Customers39。 receptivity 客戶的接受程度 ? Competitors39。 Sales... ...the lifeblood of a pany, a matter of life and death, survival or extinction. Indeed, something that needs to be studied, applied and remodified consistently. 7 Formulating Your Strategy 擬定戰(zhàn)略 ? 道 ：企業(yè)之愿景也 The Way/ Vision ? 天 ：時事大環(huán)境也 The Climate ? 地 ：市場、區(qū)域、客戶群體、實地情況也 The Ground ? 將 ：銷售領(lǐng)導(dǎo)能力也 The Leadership and People ? 法 ：方法、技能也 The Methods and Processes 8 改變中的環(huán)境 The Changing Environment ? 客戶現(xiàn)在跟五年前相比有什么區(qū)別？ What are the differences in customers now pared to 5 years ago? ? 客戶五年后跟現(xiàn)在對比又將有什么區(qū)別？ What will be some of the differences in customers 5 years from now? 9 What Do Customers Expect from Sales People? 客戶對銷售員有什么期望？ ? Be personally accountable for customers? results 為客戶的績效承擔(dān)個人責(zé)任 ? Understand customers? business 了解客戶的商務(wù)模式 ? Proactively provide advice for customers 主動為客戶提出建議 ? Suggest the right solutions that solve customers? problems 提出能解決客戶困惑的有效方案 ? Be easily accessible 客戶能隨時聯(lián)系上 ? Be creative in responding to customers? needs 能為客戶的需求提出有創(chuàng)意的解決方法 Source: HR Chally 10 Blue Ocean vs. Red Ocean Strategy 藍(lán)海 vs. 紅海戰(zhàn)略 ? Traditional Circus vs. Cirque du Soleil 一般馬戲團 vs. 太陽馬戲團 ? Traditional Bakery vs. Bread Talk 一般面包店 vs. 面包新語 ? Traditional Computers vs. Dell 一般電腦企業(yè) vs. 戴爾電腦 ? Ordinary vs. iPods 一般 MP3機 vs. iPod ? Normal Motels/ Hostels vs. Home Inns/ Motel 168 一般招待所 vs. 如家 / 莫泰 11 How do you measure Leadership Effectiveness? 您將如何衡量領(lǐng)導(dǎo)力的績效？ 18 How Good Leaders can Add Value 優(yōu)秀領(lǐng)導(dǎo)者是如何增加價值的 ? Getting team members to go the extra mile willingly 讓隊員自愿地作額外的付出 （行千里而不勞者，行于無人之地也） ? Inspire team members to generate more creative solutions 啟發(fā)隊員，使他們能夠更富有創(chuàng)意地解決問題 ? Motivating team members to take initiative with the appropriate actions 激勵隊員，使他們能夠自主地采取合適的措施與行動 19 Sun Tzu39。t 看到他人所看不到的觀點 – Thinks laterally 側(cè)向思維 – Generates innovative solutions 營造創(chuàng)新方案 21 信 Trust and Respect ? Trust in the leaders39。 intentions 信任領(lǐng)導(dǎo)的意圖 ? Authority is given, but respect is earned 權(quán)利是加于的，但尊重是贏取的 ? Lead by example 以身作則 22 仁 Compassion ? Understands the needs and aspirations of your team members 了解各個隊員
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