產(chǎn)品及品牌組合分析

產(chǎn)品及品牌組合分析ProductandbrandcombinationanalysisBYY_BYY_NJDQEI_140808-00Nanjing.2014August0802021/6/27目錄Content產(chǎn)品線規(guī)劃Productportfolioplanning品牌資產(chǎn)管理Brandequitymanagement全球產(chǎn)品計劃Globalproductplanning產(chǎn)品合理化Productrationalization12021/6/27產(chǎn)品線規(guī)劃Productportfolioplanning戰(zhàn)略目標(biāo)Strategictarget業(yè)務(wù)目標(biāo)Businesstarget目標(biāo)客戶需求Targetcustomerdemands產(chǎn)品線規(guī)劃Productportfolioplanning產(chǎn)品線有多少個產(chǎn)品？Howmanyproductsforproductportfolio?每個產(chǎn)品如何規(guī)劃？Howtomakeplanningforeachproduct?客戶心目中的完整產(chǎn)品包括哪些因素？Whichfactorsconsistofthecompleteproductincustomerheart?如何提高產(chǎn)品的價值主張？Howtoincreasetheproductvalueproposition?利基導(dǎo)向Nicheoriented產(chǎn)品Product產(chǎn)品導(dǎo)向Productoriented產(chǎn)品Product市場細(xì)分Marketsegmentation市場細(xì)分Marketsegmentation圖1.1產(chǎn)品線的導(dǎo)向類型Figure1.1Orientedtypeofproductportfolio市場導(dǎo)向Marketoriented產(chǎn)品Product市場細(xì)分Marketsegmentation22021/6/27產(chǎn)品線規(guī)劃Productportfolioplanning如何尋找競爭差異化Howtofindcompetitiondifferentiation圖1.2有形產(chǎn)品的利益Figure1.2Actualproductbenefit圖1.3產(chǎn)品整體解決方案利益Figure1.3Productcompletesolutionbenefit32021/6/27產(chǎn)品線規(guī)劃Productportfolioplanning應(yīng)用產(chǎn)品版本或解決方案版本應(yīng)對客戶要求不對變化Useproductversioningorsolutionversioningdealwithcustomerrequirementschange正常期待因素Normalexpectationfactors滿意因素Satisfactionfactors激勵客戶因素Stimulatefactorsforcustomers勉強接受因素Reluctantlyacceptfactors不滿意因素Non-satisfactionfactors激怒客戶因素Infuriatefactorsforcustomers標(biāo)準(zhǔn)

Standard稍有差異Slightlydifference顯著差異Obviousdifference正面Positive負(fù)面Negative客戶態(tài)度Customerattitude差異化Differentiation圖1.4評估產(chǎn)品差異因素Figure1.4Evaluationproductdifferentiationfactors如何衍生不同的產(chǎn)品版本？Howtoderivedifferentproductversioning?如何提供不同的解決方案版本？Howtoprovidedifferentsolutionversioning?42021/6/27品牌資產(chǎn)管理Brandequitymanagement企業(yè)品牌EnterpriseBrand產(chǎn)品線品牌ProductPortfolioBrand事業(yè)品牌BusinessBrand事業(yè)品牌BusinessBrand事業(yè)品牌BusinessBrand產(chǎn)品品牌ProductBrand圖1.5品牌結(jié)構(gòu)Figure1.5BrandStructure品牌發(fā)展模板Branddevelopmenttemplate描述目標(biāo)客戶Describetargetcustomer確定差異Definedifference確定品牌個性Definebrandpersonality確定客戶相信你承諾的內(nèi)容Definethepromisedcontentswhichcustomerbelieve將承諾轉(zhuǎn)換成績效標(biāo)準(zhǔn)Changepromisetoperformancestandard評估深度和范圍Evaluatedepthandscope52021/6/27全球產(chǎn)品計劃Globalproductplanning進(jìn)行全球性思考，而非全球性銷售Globalthinkingnotonlyfocusglobalsales在產(chǎn)品和服務(wù)中同時采用國內(nèi)和國際標(biāo)準(zhǔn)Adoptdomesticandinternationalstandardsinproductandservice核心產(chǎn)品標(biāo)準(zhǔn)化Coreproductsstandardization確定適當(dāng)?shù)恼{(diào)整幅度Defineproperadjustmentscope預(yù)測全球競爭Forecastglobalcompetition62021/6/27產(chǎn)品合理化Productrationalization銷量、收益和利潤Salesvolume,earningsandprofit與其他產(chǎn)品共用部件的比例Proportionofcommonpartsusedtogetherwiththeotherproducts淘汰該產(chǎn)品對整個產(chǎn)品線的影響Theinfluencestowholeproductportfoliobroughtbyobsoleteproduct和不同產(chǎn)品進(jìn)行功能性整合的能力Thecapabilityoffunctionalityintegrationwithdifferentproduct客戶需求或競爭優(yōu)勢Customerdemandsorcompetitionadvant