市場(chǎng)營(yíng)銷學(xué)之創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)

1、Copyright 2003 Prentice-Hall, Inc.9-1 第十五章第十五章 創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)Copyright 2003 Prentice-Hall, Inc.9-2 15-1: 決定細(xì)分市場(chǎng)結(jié)構(gòu)吸引力的五種力決定細(xì)分市場(chǎng)結(jié)構(gòu)吸引力的五種力量量 Copyright 2003 Prentice-Hall, Inc.9-3Copyright 2003 Prentice-Hall, Inc.9-4Copyright 2003 Prentice-Hall, Inc.9-5 15-2: 壁壘和盈利能力壁壘和盈利能力報(bào)酬低而穩(wěn)定報(bào)酬低而穩(wěn)定報(bào)酬高而穩(wěn)定報(bào)酬高而穩(wěn)定報(bào)酬低而有風(fēng)險(xiǎn)報(bào)

2、酬低而有風(fēng)險(xiǎn)報(bào)酬高但有風(fēng)險(xiǎn)報(bào)酬高但有風(fēng)險(xiǎn)Copyright 2003 Prentice-Hall, Inc.9-6Copyright 2003 Prentice-Hall, Inc.9-7Copyright 2003 Prentice-Hall, Inc.9-8Copyright 2003 Prentice-Hall, Inc.9-9識(shí)別競(jìng)爭(zhēng)者識(shí)別競(jìng)爭(zhēng)者 壟斷競(jìng)爭(zhēng)壟斷競(jìng)爭(zhēng) 完全競(jìng)爭(zhēng)完全競(jìng)爭(zhēng)Copyright 2003 Prentice-Hall, Inc.9-10 Copyright 2003 Prentice-Hall, Inc.9-11評(píng)估競(jìng)爭(zhēng)者評(píng)估競(jìng)爭(zhēng)者 Copyright 2003 P

3、rentice-Hall, Inc.9-12Copyright 2003 Prentice-Hall, Inc.LowHigh主要家電行業(yè)的戰(zhàn)略群體主要家電行業(yè)的戰(zhàn)略群體 A產(chǎn)品線狹窄產(chǎn)品線狹窄生產(chǎn)成本低生產(chǎn)成本低服務(wù)質(zhì)量高服務(wù)質(zhì)量高高價(jià)格高價(jià)格 D產(chǎn)品線廣泛產(chǎn)品線廣泛生產(chǎn)成本中等生產(chǎn)成本中等 服務(wù)質(zhì)量低服務(wù)質(zhì)量低 低價(jià)格低價(jià)格 C中等產(chǎn)品線中等產(chǎn)品線 生產(chǎn)成本中等生產(chǎn)成本中等服務(wù)質(zhì)量中等服務(wù)質(zhì)量中等 價(jià)格中等價(jià)格中等 B全面產(chǎn)品線全面產(chǎn)品線 生產(chǎn)成本低生產(chǎn)成本低 服務(wù)良好服務(wù)良好 價(jià)格中等價(jià)格中等 Copyright 2003 Prentice-Hall, Inc.9-14 Copyrigh

4、t 2003 Prentice-Hall, Inc.9-15 12-1: 顧客在主要成功因素上對(duì)競(jìng)爭(zhēng)對(duì)手的評(píng)定顧客在主要成功因素上對(duì)競(jìng)爭(zhēng)對(duì)手的評(píng)定 Copyright 2003 Prentice-Hall, Inc.9-16 Copyright 2003 Prentice-Hall, Inc.9-17 12-2: , , Copyright 2003 Prentice-Hall, Inc.9-18Copyright 2003 Prentice-Hall, Inc.9-19 4. 關(guān)鍵競(jìng)爭(zhēng)變量越少，競(jìng)爭(zhēng)者數(shù)量越少。關(guān)鍵競(jìng)爭(zhēng)變量越少，競(jìng)爭(zhēng)者數(shù)量越少。 5. 兩個(gè)競(jìng)爭(zhēng)者之間的市場(chǎng)份額之比為兩個(gè)競(jìng)爭(zhēng)者

5、之間的市場(chǎng)份額之比為2：1時(shí)，可能就是平衡點(diǎn)。提高或降低份額對(duì)時(shí)，可能就是平衡點(diǎn)。提高或降低份額對(duì)任何一方既不實(shí)際也無(wú)好處。任何一方既不實(shí)際也無(wú)好處。 Copyright 2003 Prentice-Hall, Inc.9-20設(shè)計(jì)競(jìng)爭(zhēng)情報(bào)系統(tǒng)設(shè)計(jì)競(jìng)爭(zhēng)情報(bào)系統(tǒng)Copyright 2003 Prentice-Hall, Inc.9-21Copyright 2003 Prentice-Hall, Inc.9-22 12-3: Copyright 2003 Prentice-Hall, Inc.9-23Copyright 2003 Prentice-Hall, Inc.9-24Copyright 2

6、003 Prentice-Hall, Inc.選擇競(jìng)爭(zhēng)戰(zhàn)略選擇競(jìng)爭(zhēng)戰(zhàn)略9-25Copyright 2003 Prentice-Hall, Inc.9-26Copyright 2003 Prentice-Hall, Inc.9-27 15-6: 假設(shè)的市假設(shè)的市場(chǎng)結(jié)構(gòu)場(chǎng)結(jié)構(gòu)競(jìng)爭(zhēng)定位競(jìng)爭(zhēng)定位Copyright 2003 Prentice-Hall, Inc.9-28Copyright 2003 Prentice-Hall, Inc.9-29Copyright 2003 Prentice-Hall, Inc.9-30(戰(zhàn)略退卻戰(zhàn)略退卻 )Copyright 2003 Prentice-Hall, I

7、nc. 進(jìn)攻者進(jìn)攻者防御者防御者(5)運(yùn)動(dòng)防御運(yùn)動(dòng)防御Copyright 2003 Prentice-Hall, Inc.9-32 Copyright 2003 Prentice-Hall, Inc.9-33 Copyright 2003 Prentice-Hall, Inc.9-34Copyright 2003 Prentice-Hall, Inc.9-35 Copyright 2003 Prentice-Hall, Inc. 進(jìn)攻者進(jìn)攻者防御者防御者(3) 包圍進(jìn)攻包圍進(jìn)攻(4) 繞道進(jìn)攻（高露潔對(duì)寶潔）繞道進(jìn)攻（高露潔對(duì)寶潔）(2) 側(cè)翼進(jìn)攻側(cè)翼進(jìn)攻（地理或細(xì)分）（地理或細(xì)分）(5) 游

8、擊進(jìn)攻（小游擊進(jìn)攻（小公司）公司）(1) 正面進(jìn)攻正面進(jìn)攻Copyright 2003 Prentice-Hall, Inc.9-37Copyright 2003 Prentice-Hall, Inc.9-38Copyright 2003 Prentice-Hall, Inc.9-39 Copyright 2003 Prentice-Hall, Inc.9-40 產(chǎn)品產(chǎn)品/產(chǎn)品線專家產(chǎn)品線專家Copyright 2003 Prentice-Hall, Inc.9-41平衡顧客導(dǎo)向和競(jìng)爭(zhēng)導(dǎo)向平衡顧客導(dǎo)向和競(jìng)爭(zhēng)導(dǎo)向 Copyright 2003 Prentice-Hall, Inc.3-42平衡顧客導(dǎo)向和競(jìng)爭(zhēng)導(dǎo)向平衡顧客導(dǎo)向和競(jìng)爭(zhēng)導(dǎo)向 4. 市場(chǎng)導(dǎo)向2. 競(jìng)爭(zhēng)導(dǎo)向是1. 產(chǎn)品導(dǎo)向不是不是3. 顧客導(dǎo)向是以顧客為中心以顧客為中心以以競(jìng)競(jìng)爭(zhēng)爭(zhēng)為為中中心心Copyright 2003 Prentice-Hall, Inc.BalanceCompetitionCustomer+戰(zhàn)斗導(dǎo)向戰(zhàn)斗導(dǎo)向 + 警惕警惕+ 利用對(duì)手弱點(diǎn)利用對(duì)手弱點(diǎn)- 被動(dòng)被動(dòng) /模仿模仿+ 識(shí)別機(jī)會(huì)識(shí)別機(jī)會(huì)+ 長(zhǎng)期