關(guān)鍵顧客的管理之二競爭戰(zhàn)略ppt44頁-展示頁
2025-02-13 04:41本頁面
【正文】 ? 以顧客為導(dǎo)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(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)競爭優(yōu)勢 ? 可靠性競爭優(yōu)勢 ? 價值競爭優(yōu)勢 ? 設(shè)計競爭優(yōu)勢 ? 價格競爭優(yōu)勢 ? 與公司的目標(biāo)、形象相匹配 ? 特色 ? 適當(dāng)?shù)氖袌龆ㄎ? ? 占領(lǐng)大市場 ? 生產(chǎn)與營銷的協(xié)同 ? 避免顧客認(rèn)同的競爭性市場 ? 為客戶帶來獨特效用的優(yōu)勢產(chǎn)品 ? 先于開發(fā)階段確定的產(chǎn)品與項目 ? 技術(shù)應(yīng)用的品質(zhì) ? 技術(shù)的協(xié)同作用 ? 開發(fā)前有關(guān)工作的實施品質(zhì) ? 營銷整合 ? 營銷活動的品質(zhì) ? 營銷魅力 ? 其他因素 成功背后的關(guān)鍵因素 產(chǎn)品的成功因素 四種典型的增長戰(zhàn)略 顧客獲取 專使式增長 顧客滲透 導(dǎo)入新產(chǎn)品
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