競爭強度系數(shù)分析方法課件

1、Confidential & Proprietary Copyright 2010123Confidential & Proprietary Copyright 20101在巨額的投資過后,如何理性評價促銷的得失?即如何讓促銷費用產(chǎn)生最好的效果,成為當今零售行業(yè)懸而未解的難題之一提高單店效率,不可避免的牽扯到各種投入,如一系列的促銷費用在覆蓋了一定的城市后,提高單店效率是接踵而來的課題初入市場,拓展鋪貨率是最為有效的提高市場份額的方式Confidential & Proprietary Copyright 2010Confidential & Proprieta

2、ry Copyright 2010Confidential & Proprietary Copyright 2010分析總結(jié)分析總結(jié)通過對之前數(shù)據(jù)的分析,準確定位整體品類及各個細分市場的競爭激烈程度,增長和份額,并由此給各個品牌/單品合理定位未來策略未來策略根據(jù)定位結(jié)果,結(jié)合人為經(jīng)驗和考慮,制定最優(yōu)化的戰(zhàn)略戰(zhàn)術(shù),讓一切管理決定都以客觀為基礎(chǔ),并且有據(jù)可尋Confidential & Proprietary Copyright 2010建立一套完整的戰(zhàn)略制定流程建立一套完整的戰(zhàn)略制定流程Confidential & Proprietary Copyright 2010項目

3、順利開展項目順利開展Confidential & Proprietary Copyright 2010單店單店/類似對象的類似對象的品類銷售數(shù)據(jù)；品類銷售數(shù)據(jù)；每個每個SKU的銷售的銷售額、銷量；額、銷量；促銷期間所有投促銷期間所有投入信息，如各種入信息，如各種場地、人工費用場地、人工費用客戶充分理解項客戶充分理解項目意義；目意義；確認項目負責人確認項目負責人和參與人；和參與人；確認項目周期及確認項目周期及各環(huán)節(jié)的時間點各環(huán)節(jié)的時間點檢查數(shù)據(jù)質(zhì)量；檢查數(shù)據(jù)質(zhì)量；導入模型計算；導入模型計算；結(jié)果以結(jié)果以PPT呈現(xiàn)呈現(xiàn)Confidential & Proprietary Copyr

4、ight 20102Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010產(chǎn)品自身品質(zhì)產(chǎn)品知名度品牌忠誠度其他競爭對手實力行業(yè)促銷頻率對手促銷力度其他產(chǎn)品在市場的定位，其實就是內(nèi)外因博弈的結(jié)果產(chǎn)品在市場的定位，其實就是內(nèi)外因博弈的結(jié)果“競爭強度競爭強度”的概念，是以數(shù)字來量化表示產(chǎn)品在市場中的位置的概念，是以數(shù)字來量化表示產(chǎn)品在市場中的位置即市場份額曲線的變化幅度即市場份額曲線的變化幅度Confidential & Proprietary Copyright 2

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6、tary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010低價位低價位中低價位中

7、低價位中價位中價位中高價位中高價位高價位高價位低價位1.00中低價位-0.441.00中價位0.02-0.551.00中高價位-0.300.06-0.691.00高價位-0.010.19-0.32-0.021.00Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential

8、& Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010Confidential & Proprietary Copyright 2010采用滾動年的增長,有效避免了環(huán)比,同比增長的不足Confidential & Proprietary Copyright 2010采用滾動年的增長,有效避免了環(huán)比,同比增長的不足Confidential & Proprietary Copyright 2010單品單品競爭強度競爭強度銷量銷量MAT增長增長價格帶價格帶規(guī)格規(guī)格A1相關(guān)系相關(guān)系數(shù)數(shù)A2相關(guān)系相關(guān)系數(shù)數(shù)H1565%26,4225.11%中低價位400-0.157-0.022A1150%42,270-2.66%中低價位750-0.091A2475%45,600-2.92%中低價位400-0.091D1330%35,107New中價位4000.062-0.154D2234%40,595New中價位400-0.032-0.165C13230%6