創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)(ppt16)-經(jīng)營(yíng)管理-在線瀏覽
2024-10-15 21:31本頁(yè)面
【正文】 ng a few market segments ? 基本競(jìng)爭(zhēng)策略：波特 ? 總成本關(guān)系 ?最低的生產(chǎn)和分銷成本 ? 差異化 ?創(chuàng)建一個(gè)高度區(qū)別的產(chǎn)品線和營(yíng)銷計(jì)劃 ? 聚集 ?力量集中于一些細(xì)分市場(chǎng) 18 11 Competitive Strategies 競(jìng)爭(zhēng)策略 ? Basic Competitive Strategies: Value Disciplines ? Operational excellence ? Superior value via price and convenience ? Customer intimacy ? Superior value by means of building strong relationships with buyers and satisfying needs ? Product leadership ? Superior value via product innovation ? 基本競(jìng)爭(zhēng)策略：價(jià)值原則 ? 出色的動(dòng)作 ?通過(guò)價(jià)格和便利性提供領(lǐng)先的價(jià)值 ? 貼近顧客 ?通過(guò)與買者建立良好關(guān)系及滿足其需要提供領(lǐng)先的價(jià)值 ? 產(chǎn)品領(lǐng)先 ?通過(guò)產(chǎn)品革新提供領(lǐng)先的價(jià)值 18 12 Market Leader 市場(chǎng)領(lǐng)導(dǎo) ? Expanding the total demand ? Finding new users ? Discovering and promoting new product uses ? Encouraging greater product usage ? Protecting market share ? Many considerations ? Continuous innovation ? Expanding market share ? Profitability rises with market share ? 擴(kuò)展整個(gè)市場(chǎng) ? 尋找新使用者 ? 開(kāi)發(fā)和推廣產(chǎn)品新用途 ? 鼓勵(lì)更高的產(chǎn)品使用率 ? 保持市場(chǎng)份額 ? 許多考慮因素 ? 不斷革新 ? 擴(kuò)展市場(chǎng)份額 ? 利潤(rùn)隨市場(chǎng)份額的增長(zhǎng)增長(zhǎng) 18 13 Market Challenger 市場(chǎng)挑戰(zhàn)者 ? Option 1: challenge the market leader ? Highrisk but highgain ? Sustainable petitive advantage over the leader is key to success ? Opti
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