關(guān)鍵顧客的管理-競爭戰(zhàn)略(已改無錯(cuò)字)
2023-02-26 04:40:41 本頁面
【正文】 Core Competence Core Capabilities ? Valuable Yes ? Rare Yes ? Imitable No ? Substitutable No ? CCs是有價(jià)值的 ? CCs是稀有的、獨(dú)特的 ? CCs不易被人模仿 ? CCs不易被人替代 未來競爭動(dòng)向與趨勢推測 價(jià)格競爭還是價(jià)值提升？ 產(chǎn)品營銷還是服務(wù)營銷？ 推銷產(chǎn)品還是整合營銷？ 人員促銷還是品牌營銷？ 制定制勝的競爭戰(zhàn)略 ?在顧客導(dǎo)向與競爭者導(dǎo)向中平衡KAM成功的關(guān)鍵要素 (KSF： Key success factors) 在顧客導(dǎo)向與競爭者導(dǎo)向中平衡 ? 以競爭者為導(dǎo)向的公司就是其行動(dòng)基本上是由競爭者的行動(dòng)與反應(yīng)所支配的 ? 公司化大量的時(shí)間在各個(gè)市場上逐個(gè)跟蹤競爭者的行動(dòng)及其市場份額 ? 以顧客為導(dǎo)向的公司會(huì)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(shí)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 a
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