設(shè)立定位和應(yīng)對(duì)競(jìng)爭(zhēng)課件

設(shè)立定位和應(yīng)對(duì)競(jìng)爭(zhēng)第八

章第三篇選擇價(jià)值設(shè)立定位和應(yīng)對(duì)競(jìng)爭(zhēng)第八章第三篇選擇價(jià)值Copyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-2第八章本章將解決的問(wèn)題公司如何選擇并有效傳遞自己的市場(chǎng)定位?品牌是如何進(jìn)行區(qū)分的?營(yíng)銷者如何識(shí)別其主要的競(jìng)爭(zhēng)對(duì)手，并分析其戰(zhàn)略、目標(biāo)和優(yōu)劣勢(shì)?公司應(yīng)將自己定位為市場(chǎng)領(lǐng)導(dǎo)者、挑戰(zhàn)者、追隨者還是市場(chǎng)補(bǔ)缺者?Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-3本章的主要內(nèi)容

制定和傳播定位戰(zhàn)略

差異化戰(zhàn)略競(jìng)爭(zhēng)力和競(jìng)爭(zhēng)者

競(jìng)爭(zhēng)戰(zhàn)略

UPSMinicase:Burberry

Minicase:英業(yè)達(dá)Inventec營(yíng)銷在中國(guó):

王老吉的重新定位創(chuàng)新營(yíng)銷:

埃森哲Accenture

營(yíng)銷視野:

游擊營(yíng)銷營(yíng)銷視野:

創(chuàng)新營(yíng)銷的不同策略

營(yíng)銷視野:

藍(lán)海戰(zhàn)略ChapterCase:

百度挑戰(zhàn)谷歌

Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-4定位

確定定位需要通過(guò)識(shí)別下列要素而選定參照系：目標(biāo)市場(chǎng)競(jìng)爭(zhēng)的性質(zhì)理想的品牌聯(lián)想相似點(diǎn)和差異點(diǎn).要確定相應(yīng)的競(jìng)爭(zhēng)參照系，營(yíng)銷者必須了解消費(fèi)者行為以及消費(fèi)者是如何選擇品牌的。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-5定義聯(lián)想差異點(diǎn)消費(fèi)者所持有的與品牌密切聯(lián)系的特性或好處，屬于正面評(píng)價(jià)，并且相信其競(jìng)爭(zhēng)品牌無(wú)法與之媲美。相似點(diǎn)并非品牌所特與的，而是，可能與其他品牌相同的聯(lián)想。種類相似點(diǎn)競(jìng)爭(zhēng)性相似點(diǎn)：指的是用來(lái)否定競(jìng)爭(zhēng)對(duì)手的差異點(diǎn)而專門設(shè)計(jì)的聯(lián)想。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-6傳遞類別成員身份宣傳類別成員身份與榜樣作比較依靠產(chǎn)品解說(shuō)詞Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-7差異點(diǎn)的顧客合意性標(biāo)準(zhǔn)相關(guān)性有特色可信性Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-8差異點(diǎn)的傳遞性標(biāo)準(zhǔn)可行性可轉(zhuǎn)播持續(xù)性Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-9差異化戰(zhàn)略產(chǎn)品或服務(wù)渠道形象人員Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-10產(chǎn)品或服務(wù)差異樣式屬性性能質(zhì)量一致性耐用性可靠性可維修風(fēng)格設(shè)計(jì)訂購(gòu)容易發(fā)貨安裝客戶培訓(xùn)客戶咨詢保養(yǎng)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-11分析競(jìng)爭(zhēng)公司研究實(shí)際和潛在的客戶的同時(shí)，必須也研究競(jìng)爭(zhēng)者。營(yíng)銷者需要確認(rèn)競(jìng)爭(zhēng)者的戰(zhàn)略、目標(biāo)、優(yōu)勢(shì)和劣勢(shì)。應(yīng)該在顧客監(jiān)控和競(jìng)爭(zhēng)者監(jiān)控上保持平衡。一家公司最直接的競(jìng)爭(zhēng)者是那些尋求滿足同樣的顧客和需求并提供類似產(chǎn)品的公司。公司必須同時(shí)警惕潛在競(jìng)爭(zhēng)者，他們提供新產(chǎn)品或通過(guò)其他途徑滿足同一需求。

公司必須才有基于行業(yè)和基于市場(chǎng)的分析來(lái)識(shí)別競(jìng)爭(zhēng)對(duì)手。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-12主要競(jìng)爭(zhēng)領(lǐng)域制造產(chǎn)品市場(chǎng)細(xì)分地理能力垂直渠道Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-13波特的競(jìng)爭(zhēng)戰(zhàn)略成本領(lǐng)先差異化市場(chǎng)聚焦Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-14決定市場(chǎng)吸引力的五種力量Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-15產(chǎn)業(yè)競(jìng)爭(zhēng)概念賣家的數(shù)量及差異程度進(jìn)入、流動(dòng)和退出障礙成本結(jié)構(gòu)垂直整合程度全球化程度Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-16對(duì)競(jìng)爭(zhēng)者關(guān)鍵成功因素的客戶評(píng)級(jí)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-17

戰(zhàn)略群體

Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-18優(yōu)勢(shì)和劣勢(shì)市場(chǎng)份額心理份額情感份額Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-19

市場(chǎng)份額，心理份額和情感份額

Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-20市場(chǎng)領(lǐng)導(dǎo)者市場(chǎng)領(lǐng)導(dǎo)者在相關(guān)產(chǎn)品市場(chǎng)中占有最大的市場(chǎng)份額。為了保持統(tǒng)治地位，市場(chǎng)領(lǐng)導(dǎo)者需要尋找擴(kuò)大總體市場(chǎng)需求的方法，努力保護(hù)現(xiàn)有的市場(chǎng)份額，并盡可能地提高自己的市場(chǎng)份額。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-21競(jìng)爭(zhēng)者的擴(kuò)張計(jì)劃Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-22擴(kuò)大總需求的方法轉(zhuǎn)變未使用者進(jìn)入新的細(xì)分市場(chǎng)吸引競(jìng)爭(zhēng)對(duì)手的顧客增加使用場(chǎng)合增加每次使用量尋找新用途Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-23六種防御戰(zhàn)略Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-24其他競(jìng)爭(zhēng)戰(zhàn)略市場(chǎng)挑戰(zhàn)者市場(chǎng)補(bǔ)缺者市場(chǎng)跟隨者Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-25市場(chǎng)挑戰(zhàn)者戰(zhàn)略確定戰(zhàn)略目標(biāo)和對(duì)手選擇總體攻擊戰(zhàn)略選擇具體攻擊戰(zhàn)略Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-26總體攻擊戰(zhàn)略正面攻擊包圍攻擊迂回攻擊側(cè)翼攻擊游擊戰(zhàn)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-27具體攻擊戰(zhàn)略價(jià)格折扣低價(jià)商品威望商品產(chǎn)品擴(kuò)散產(chǎn)品創(chuàng)新服務(wù)改進(jìn)分銷創(chuàng)新降低制造成本密集廣告促銷Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-28市場(chǎng)跟隨者戰(zhàn)略充當(dāng)造假者充當(dāng)仿制者充當(dāng)模仿者充當(dāng)改造者Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-29市場(chǎng)補(bǔ)缺者最終用戶專家縱向?qū)＜翌櫩鸵?guī)模專家特定顧客專家地理區(qū)域?qū)＜耶a(chǎn)品線專家定制專家質(zhì)量－價(jià)格專家服務(wù)專家渠道專家Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-30營(yíng)銷聯(lián)盟的種類產(chǎn)品或服務(wù)聯(lián)盟促銷聯(lián)盟物流聯(lián)盟定價(jià)合作Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-31創(chuàng)新營(yíng)銷

創(chuàng)新營(yíng)銷對(duì)于競(jìng)爭(zhēng)非常重要.競(jìng)爭(zhēng)優(yōu)勢(shì)的關(guān)鍵是有意義的品牌差異——消費(fèi)者必須發(fā)現(xiàn)公司供給的獨(dú)特和價(jià)值。

這些差異可以是基于產(chǎn)品或服務(wù)本身，也可以基于相關(guān)的渠道、人員或形象等因素。

Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-32討論贏下視野：藍(lán)海戰(zhàn)略如何從“紅海思維”專向“藍(lán)海思維”?Copyright?2009PearsonEduca討論

營(yíng)銷視野：游擊營(yíng)銷如何向一個(gè)產(chǎn)品類別領(lǐng)導(dǎo)者進(jìn)攻?Copyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-33討論Copyright?2009PearsonEdCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-34案例討論營(yíng)銷在中國(guó)：王老吉的重新定位創(chuàng)新營(yíng)銷：埃森哲

百度挑戰(zhàn)谷歌Copyright?2009PearsonEduca設(shè)立定位和應(yīng)對(duì)競(jìng)爭(zhēng)第八

章第三篇選擇價(jià)值設(shè)立定位和應(yīng)對(duì)競(jìng)爭(zhēng)第八章第三篇選擇價(jià)值Copyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-36第八章本章將解決的問(wèn)題公司如何選擇并有效傳遞自己的市場(chǎng)定位?品牌是如何進(jìn)行區(qū)分的?營(yíng)銷者如何識(shí)別其主要的競(jìng)爭(zhēng)對(duì)手，并分析其戰(zhàn)略、目標(biāo)和優(yōu)劣勢(shì)?公司應(yīng)將自己定位為市場(chǎng)領(lǐng)導(dǎo)者、挑戰(zhàn)者、追隨者還是市場(chǎng)補(bǔ)缺者?Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-37本章的主要內(nèi)容

制定和傳播定位戰(zhàn)略

差異化戰(zhàn)略競(jìng)爭(zhēng)力和競(jìng)爭(zhēng)者

競(jìng)爭(zhēng)戰(zhàn)略

UPSMinicase:Burberry

Minicase:英業(yè)達(dá)Inventec營(yíng)銷在中國(guó):

王老吉的重新定位創(chuàng)新營(yíng)銷:

埃森哲Accenture

營(yíng)銷視野:

游擊營(yíng)銷營(yíng)銷視野:

創(chuàng)新營(yíng)銷的不同策略

營(yíng)銷視野:

藍(lán)海戰(zhàn)略ChapterCase:

百度挑戰(zhàn)谷歌

Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-38定位

確定定位需要通過(guò)識(shí)別下列要素而選定參照系：目標(biāo)市場(chǎng)競(jìng)爭(zhēng)的性質(zhì)理想的品牌聯(lián)想相似點(diǎn)和差異點(diǎn).要確定相應(yīng)的競(jìng)爭(zhēng)參照系，營(yíng)銷者必須了解消費(fèi)者行為以及消費(fèi)者是如何選擇品牌的。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-39定義聯(lián)想差異點(diǎn)消費(fèi)者所持有的與品牌密切聯(lián)系的特性或好處，屬于正面評(píng)價(jià)，并且相信其競(jìng)爭(zhēng)品牌無(wú)法與之媲美。相似點(diǎn)并非品牌所特與的，而是，可能與其他品牌相同的聯(lián)想。種類相似點(diǎn)競(jìng)爭(zhēng)性相似點(diǎn)：指的是用來(lái)否定競(jìng)爭(zhēng)對(duì)手的差異點(diǎn)而專門設(shè)計(jì)的聯(lián)想。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-40傳遞類別成員身份宣傳類別成員身份與榜樣作比較依靠產(chǎn)品解說(shuō)詞Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-41差異點(diǎn)的顧客合意性標(biāo)準(zhǔn)相關(guān)性有特色可信性Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-42差異點(diǎn)的傳遞性標(biāo)準(zhǔn)可行性可轉(zhuǎn)播持續(xù)性Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-43差異化戰(zhàn)略產(chǎn)品或服務(wù)渠道形象人員Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-44產(chǎn)品或服務(wù)差異樣式屬性性能質(zhì)量一致性耐用性可靠性可維修風(fēng)格設(shè)計(jì)訂購(gòu)容易發(fā)貨安裝客戶培訓(xùn)客戶咨詢保養(yǎng)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-45分析競(jìng)爭(zhēng)公司研究實(shí)際和潛在的客戶的同時(shí)，必須也研究競(jìng)爭(zhēng)者。營(yíng)銷者需要確認(rèn)競(jìng)爭(zhēng)者的戰(zhàn)略、目標(biāo)、優(yōu)勢(shì)和劣勢(shì)。應(yīng)該在顧客監(jiān)控和競(jìng)爭(zhēng)者監(jiān)控上保持平衡。一家公司最直接的競(jìng)爭(zhēng)者是那些尋求滿足同樣的顧客和需求并提供類似產(chǎn)品的公司。公司必須同時(shí)警惕潛在競(jìng)爭(zhēng)者，他們提供新產(chǎn)品或通過(guò)其他途徑滿足同一需求。

公司必須才有基于行業(yè)和基于市場(chǎng)的分析來(lái)識(shí)別競(jìng)爭(zhēng)對(duì)手。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-46主要競(jìng)爭(zhēng)領(lǐng)域制造產(chǎn)品市場(chǎng)細(xì)分地理能力垂直渠道Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-47波特的競(jìng)爭(zhēng)戰(zhàn)略成本領(lǐng)先差異化市場(chǎng)聚焦Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-48決定市場(chǎng)吸引力的五種力量Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-49產(chǎn)業(yè)競(jìng)爭(zhēng)概念賣家的數(shù)量及差異程度進(jìn)入、流動(dòng)和退出障礙成本結(jié)構(gòu)垂直整合程度全球化程度Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-50對(duì)競(jìng)爭(zhēng)者關(guān)鍵成功因素的客戶評(píng)級(jí)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-51

戰(zhàn)略群體

Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-52優(yōu)勢(shì)和劣勢(shì)市場(chǎng)份額心理份額情感份額Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-53

市場(chǎng)份額，心理份額和情感份額

Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-54市場(chǎng)領(lǐng)導(dǎo)者市場(chǎng)領(lǐng)導(dǎo)者在相關(guān)產(chǎn)品市場(chǎng)中占有最大的市場(chǎng)份額。為了保持統(tǒng)治地位，市場(chǎng)領(lǐng)導(dǎo)者需要尋找擴(kuò)大總體市場(chǎng)需求的方法，努力保護(hù)現(xiàn)有的市場(chǎng)份額，并盡可能地提高自己的市場(chǎng)份額。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-55競(jìng)爭(zhēng)者的擴(kuò)張計(jì)劃Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 8-56擴(kuò)大總需求的方法轉(zhuǎn)變未使用者進(jìn)入新的細(xì)分市場(chǎng)吸引競(jìng)爭(zhēng)對(duì)手的顧客增加使用場(chǎng)合增加每次使用量尋找新用途Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

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