合作與建立顧客關(guān)系研討-在線瀏覽
2025-04-10 01:39本頁面
【正文】 arks and customer orientation ? Parks offer a variety of attractions as well as cleanliness, order, and warmth ? Satisfying the customer is everyone’s job ? Disney has grown via diversification ? Sales and ine have fallen Walt Disney Company 迪士尼公司 Discussion: How Can Disney Recover? 3 Strategic Planning 戰(zhàn)略計劃 ? Strategic planning is defined as: ? ―The process of developing and maintaining a strategic fit between the anization’s goals and capabilities and its changing marketing opportunities.‖ ? 戰(zhàn)略計劃的定義如下： ?“創(chuàng)造并且保持組織的目標(biāo)能力與組織不斷變化的營銷機會之間的戰(zhàn)略配適的過程。包括： ? 定義公司使命 ? 設(shè)定公司目標(biāo) ? 規(guī)劃業(yè)務(wù)組合 ? 發(fā)展詳細(xì)的營銷和部門計劃 5 Strategic Planning 戰(zhàn)略計劃 ? Mission statements should . . . ? serve as a guide for what the anization wants to acplish. ? be ―marketoriented‖ rather than ―productoriented‖. ? be neither too narrow, nor too broad. ? fit with the market environment. ? be motivating. ? 使命陳述應(yīng)該 ? 指導(dǎo)公司想要完成的任務(wù)。 ? 寬窄適度 ? 適應(yīng)市場環(huán)境。 6 Strategic Planning 戰(zhàn)略計劃 ? Mission statements guide the development of objectives and goals. ? Objectives are developed at each level in the anization hierarchy. ? Strategies are developed to acplish these objectives. ? 使命陳述引導(dǎo)目的和目標(biāo)的發(fā)展。 ?策略是為了實現(xiàn)這些目標(biāo)的。” ?商業(yè)組合設(shè)計是戰(zhàn)略計劃進(jìn)程的關(guān)鍵因素。 ? 集中在當(dāng)前業(yè)務(wù)上。 13 Strategic Planning 戰(zhàn)略計劃 ? 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)計業(yè)務(wù)組合還涉及： ?通過識別、評價和選擇市場機會，并為成長發(fā)展策略。
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