關(guān)鍵顧客的管理之二----競(jìng)爭(zhēng)戰(zhàn)略ppt課件

1、生理需求生理需求平安需求平安需求社交需求社交需求尊重需求尊重需求自我實(shí)現(xiàn)自我實(shí)現(xiàn)需求需求邁克邁克波特：競(jìng)爭(zhēng)的五種力量波特：競(jìng)爭(zhēng)的五種力量邁克邁克波特：競(jìng)爭(zhēng)的五種力量波特：競(jìng)爭(zhēng)的五種力量邁克邁克波特：競(jìng)爭(zhēng)的五種力量波特：競(jìng)爭(zhēng)的五種力量對(duì)策對(duì)策從從SWOTSWOT到到TOWSTOWS分析分析優(yōu)勢(shì)優(yōu)勢(shì)弱點(diǎn)弱點(diǎn)時(shí)機(jī)時(shí)機(jī)要挾要挾從從SWOTSWOT到到TOWSTOWS分析分析從從SWOTSWOT到到TOWSTOWS分析分析 優(yōu)勢(shì)優(yōu)勢(shì)(strengths)(strengths)貴公司比競(jìng)爭(zhēng)者具有什么優(yōu)勢(shì)貴公司比競(jìng)爭(zhēng)者具有什么優(yōu)勢(shì) 弱點(diǎn)弱點(diǎn)(weakness)(weakness)認(rèn)識(shí)到本人的缺陷，努力抑制它

2、們認(rèn)識(shí)到本人的缺陷，努力抑制它們 機(jī)遇機(jī)遇(opportunities)(opportunities)隨時(shí)隨地關(guān)注市場(chǎng)變化，以便作出快速反隨時(shí)隨地關(guān)注市場(chǎng)變化，以便作出快速反響響 要挾要挾(threats)(threats)堅(jiān)持警惕與審視環(huán)境是市場(chǎng)競(jìng)爭(zhēng)必不可少堅(jiān)持警惕與審視環(huán)境是市場(chǎng)競(jìng)爭(zhēng)必不可少的重要一環(huán)，鎖定競(jìng)爭(zhēng)者與市場(chǎng)環(huán)境的重要一環(huán)，鎖定競(jìng)爭(zhēng)者與市場(chǎng)環(huán)境定點(diǎn)超越定點(diǎn)超越Benchmarking:Benchmarking:優(yōu)勢(shì)與弱點(diǎn)優(yōu)勢(shì)與弱點(diǎn)定點(diǎn)超越定點(diǎn)超越Benchmarking:Benchmarking:優(yōu)勢(shì)與弱點(diǎn)優(yōu)勢(shì)與弱點(diǎn)定點(diǎn)超越定點(diǎn)超越Benchmarking:Benchmarkin

3、g:優(yōu)勢(shì)與弱點(diǎn)優(yōu)勢(shì)與弱點(diǎn)定點(diǎn)超越定點(diǎn)超越Benchmarking:Benchmarking:優(yōu)勢(shì)與弱點(diǎn)優(yōu)勢(shì)與弱點(diǎn)定點(diǎn)超越定點(diǎn)超越Benchmarking:Benchmarking:優(yōu)勢(shì)與弱點(diǎn)優(yōu)勢(shì)與弱點(diǎn)定點(diǎn)超越定點(diǎn)超越Benchmarking:Benchmarking:優(yōu)勢(shì)與弱點(diǎn)優(yōu)勢(shì)與弱點(diǎn)競(jìng)爭(zhēng)鏈分析競(jìng)爭(zhēng)鏈分析中心中心產(chǎn)品產(chǎn)品物質(zhì)物質(zhì)產(chǎn)品產(chǎn)品延伸延伸產(chǎn)品產(chǎn)品增值增值產(chǎn)品產(chǎn)品企業(yè)企業(yè)籠統(tǒng)籠統(tǒng)技術(shù)技術(shù)發(fā)明發(fā)明質(zhì)量質(zhì)量?jī)r(jià)錢價(jià)錢包裝包裝物流物流效力效力信貸信貸社區(qū)社區(qū)環(huán)保環(huán)保產(chǎn)產(chǎn)品品競(jìng)競(jìng)爭(zhēng)爭(zhēng)中心才干評(píng)價(jià)中心才干評(píng)價(jià)Core Capability AssessmentCore Capability Asse

4、ssment愿景與績(jī)效的聯(lián)絡(luò)愿景與績(jī)效的聯(lián)絡(luò)Linking Vision to Linking Vision to PerformancePerformance財(cái)務(wù)財(cái)務(wù)顧客顧客內(nèi)部?jī)?nèi)部創(chuàng)新創(chuàng)新技術(shù)技術(shù)/ /新新產(chǎn)品開(kāi)發(fā)產(chǎn)品開(kāi)發(fā)顧客需顧客需求求/ /支持支持流程流程 供應(yīng)供應(yīng)資產(chǎn)資產(chǎn) 管理管理學(xué)習(xí)學(xué)習(xí) 培訓(xùn)培訓(xùn) 利潤(rùn)利潤(rùn)增長(zhǎng)增長(zhǎng)分?jǐn)偡謹(jǐn)倳r(shí)間時(shí)間質(zhì)量質(zhì)量本錢本錢業(yè)務(wù)業(yè)務(wù)流程流程學(xué)習(xí)學(xué)習(xí)中心才干評(píng)價(jià)中心才干評(píng)價(jià)Core Capability AssessmentCore Capability Assessment中心才干評(píng)價(jià)與開(kāi)發(fā)中心才干評(píng)價(jià)與開(kāi)發(fā)Core Capability Assessment

5、 & Core Capability Assessment & DevelopmentDevelopment中心才干評(píng)價(jià)與開(kāi)發(fā)中心才干評(píng)價(jià)與開(kāi)發(fā)Core Capability Assessment Core Capability Assessment & Development& DevelopmentCCs develop slowly through learning and information sharingDevelopment does not increase proportionally with investmentPush the enve

6、lope because of imitation and substitutionCustomer s needs & wants are keyFailures are to be expectedComplimentary CCs are requiredTangible as well as intangible assets make investments largely irreversibleProducts are end result but CCs are what countsCommercial success (failure) may be far in

7、the future中心競(jìng)爭(zhēng)力與中心才干的比較中心競(jìng)爭(zhēng)力與中心才干的比較Core Competence Vs Core Capability中心競(jìng)爭(zhēng)力中心競(jìng)爭(zhēng)力技術(shù)技術(shù)TechnologyTechnology協(xié)作學(xué)習(xí)才干，將不同的協(xié)作學(xué)習(xí)才干，將不同的技藝整合在一同技藝整合在一同技術(shù)技術(shù) / / 制造制造經(jīng)常忽視顧客與競(jìng)爭(zhēng)者經(jīng)常忽視顧客與競(jìng)爭(zhēng)者中心產(chǎn)品終端產(chǎn)品中心產(chǎn)品終端產(chǎn)品中心才干中心才干流程流程ProcessProcess了解業(yè)務(wù)流程，整合為顧客了解業(yè)務(wù)流程，整合為顧客提供效力提供效力組織化的流程組織化的流程通常關(guān)注顧客與競(jìng)爭(zhēng)者通常關(guān)注顧客與競(jìng)爭(zhēng)者個(gè)人、群體、系統(tǒng)融入到整個(gè)人、群體、系統(tǒng)融

8、入到整個(gè)流程個(gè)流程中心競(jìng)爭(zhēng)力與中心才干特點(diǎn)中心競(jìng)爭(zhēng)力與中心才干特點(diǎn)Core Competence & Core Capabilities Valuable - Yes Rare - Yes Imitable - No Substitutable - No CCs是有價(jià)值的是有價(jià)值的 CCs是稀有的、獨(dú)特的是稀有的、獨(dú)特的 CCs不易被人模擬不易被人模擬 CCs不易被人替代不易被人替代未來(lái)競(jìng)爭(zhēng)動(dòng)向與趨勢(shì)推測(cè)未來(lái)競(jìng)爭(zhēng)動(dòng)向與趨勢(shì)推測(cè)在顧客導(dǎo)向與競(jìng)爭(zhēng)者導(dǎo)向中平衡在顧客導(dǎo)向與競(jìng)爭(zhēng)者導(dǎo)向中平衡KAMKAM勝利的關(guān)鍵要素勝利的關(guān)鍵要素(KSF(KSF：Key success factors)Key

9、success factors)關(guān)鍵勝利要素分析關(guān)鍵勝利要素分析(KEY SUCCESS FACTOR ANALYSIS)(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)鍵勝利要素關(guān)鍵勝利要素(KEY SUCCESS FACTOR ANALYSIS)(KEY SUCCESS FACTOR ANALYSIS) Since KS

10、Fs 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)鍵勝利要素來(lái)源的識(shí)別關(guān)鍵勝利要素來(lái)源的識(shí)別 Industry Competitive strategy which is influenced by company history M

11、acro-environmental 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 company 關(guān)鍵勝利要素分析的運(yùn)用步驟關(guān)鍵勝利要素分析的運(yùn)用步驟 Identify KSFs Collect data for rel

12、evant competitors Evaluation using profile comparisons and Importance /Performance Matrix Action plan including activities, involvement, timing ,and resource (AITR)滿足顧客需求滿足顧客需求質(zhì)量競(jìng)爭(zhēng)優(yōu)勢(shì)質(zhì)量競(jìng)爭(zhēng)優(yōu)勢(shì)可靠性競(jìng)爭(zhēng)優(yōu)勢(shì)可靠性競(jìng)爭(zhēng)優(yōu)勢(shì)價(jià)值競(jìng)爭(zhēng)優(yōu)勢(shì)價(jià)值競(jìng)爭(zhēng)優(yōu)勢(shì)設(shè)計(jì)競(jìng)爭(zhēng)優(yōu)勢(shì)設(shè)計(jì)競(jìng)爭(zhēng)優(yōu)勢(shì)價(jià)錢競(jìng)爭(zhēng)優(yōu)勢(shì)價(jià)錢競(jìng)爭(zhēng)優(yōu)勢(shì)與公司的目的、籠統(tǒng)相匹配與公司的目的、籠統(tǒng)相匹配特征特征適當(dāng)?shù)氖袌?chǎng)定位適當(dāng)?shù)氖袌?chǎng)定位占領(lǐng)大市場(chǎng)占領(lǐng)大市場(chǎng)消費(fèi)與營(yíng)銷的協(xié)同消費(fèi)與營(yíng)銷的協(xié)同防止顧客認(rèn)同的競(jìng)爭(zhēng)性市場(chǎng)防止顧客認(rèn)同的競(jìng)爭(zhēng)性市場(chǎng)為客戶帶來(lái)獨(dú)特成效的優(yōu)勢(shì)產(chǎn)品為客戶帶來(lái)獨(dú)特成效的優(yōu)勢(shì)產(chǎn)品先于開(kāi)發(fā)階段確定的產(chǎn)品與工程先于開(kāi)發(fā)階段確定的產(chǎn)品與工程技術(shù)運(yùn)用的質(zhì)量技術(shù)運(yùn)用的質(zhì)量技術(shù)的協(xié)同作用技術(shù)的協(xié)同作用開(kāi)發(fā)前有關(guān)任務(wù)的實(shí)施質(zhì)量開(kāi)發(fā)前有關(guān)任務(wù)的實(shí)施質(zhì)量營(yíng)銷整合營(yíng)銷整合營(yíng)銷活動(dòng)的質(zhì)量營(yíng)銷活動(dòng)的質(zhì)量營(yíng)銷魅力營(yíng)銷魅力其他要素其他要素勝利背后的關(guān)鍵要素勝利背后的關(guān)鍵要素產(chǎn)品的勝利要素產(chǎn)品的勝利要素四種典型的增長(zhǎng)戰(zhàn)略四種典型的增長(zhǎng)