形成企业策略的力量

,按一下以編輯母片標題樣式,按一下以編輯母片,第二層,第三層,第四層,第五層,*,按一下以編輯母片標題樣式,按一下以編輯母片,第二層,第三層,第四層,第五層,*,MIS,第,1,章,IT,和策略,形成企業策,略,略的力量,已經部署了,Internet,科技的公司,一,一直在為由,他,他們自己造,成,成的扭曲市,場,場信號感到,困,困惑。,在面對新的,企,企業現象時,，,，依靠市場,結,結果指導。,但是在重要,新,新科技展開,的,的早期階段,，,，市場信號,不,不可靠。,新科技觸發,在,在公司及客,戶,戶中蔓延的,實,實驗，這種,實,實驗往往在,經,經濟上無法,承,承受。,結果，市場,行,行為受扭曲,，,，必須小心,解,解釋。,企業環境穩,定,定時，策略,決,決策就像一,盤,盤棋。棋手,研,研究對手的,走,走法，然後,做,做出對抗走,法,法。,在企業創新,的,的時期中，,競,競爭對手的,行,行動可能並,不,不必然反映,理,理性而合理,的,的企業觀念,。,。,於是有必要,返,返回到對形,成,成策略的力,量,量的根本分,析,析。,企業模式,企業模式闡,明,明一個企業,怎,怎樣與環境,互,互動以定義,一,一個獨特的,策,策略，吸,引,引那些資源,和,和建立那些,能,能力去執行,它,它，透過那,些,些過程，以,建,建立全部利,害,害關係人的,價,價值。,成功,的,的企,業,業模,型,型使,一,一個,組,組織,能,能瞄,準,準它,的,的環,境,境。,策略,策略,定,定義,組,組織,的,的收,入,入和,成,成長,潛,潛力,。,。,它使,注,注意,力,力和,資,資源,聚,聚焦,在,在要,求,求取,得,得策,略,略結,果,果的,具,具體,目,目標,和,和項,目,目上,。,。,能力,能力,被,被建,立,立來,以,以最,低,低成,本,本方,式,式迅,速,速有,效,效達,到,到目,標,標同,時,時能,快,快速,與,與有,效,效的,對,對變,化,化反,應,應。,能力,定,定義,組,組織,的,的成,本,本模,型,型，,當,當和,收,收入,模,模型,比,比較,時,時，,說,說明,一,一個,組,組織,怎,怎樣,在,在資,產,產上,產,產生,獲,獲利,的,的成,長,長和,有,有效,率,率的,報,報酬,。,。,企業,模,模型,的,的組,成,成部,分,分,從事,策,策略,稽,稽核,分析,競,競爭,力,力量,和,和策,略,略定,位,位,策略,定,定位,是,是在,4,個領,域,域的,選,選擇,結,結果,市場,/,通路,定,定位,定,定義,要,要提,供,供顧,客,客的,產,產品,與,與服,務,務，,要,要達,成,成的,顧,顧客,需,需要,和,和期,望,望，,以,以及,達,達到,顧,顧客,的,的通,路,路。,產品,定,定位,定,定義,所,所提,供,供的,產,產品,和,和服,務,務，,其,其特,徵,徵和,價,價格,。,。,價值,鏈,鏈,/,價值,網,網路,定,定位,定,定義,組,組織,在,在供,應,應商,、,、生,產,產商,、,、經,銷,銷商,和,和合,作,作夥,伴,伴的,擴,擴充,網,網路,中,中所,扮,扮演,的,的角,色,色和,所,所執,行,行的,作,作業,。,。,邊界,定,定位,定,定義,不,不去,追,追求,的,的市,場,場，,產,產品,與,與業,務,務。,顧,客,客,稽,稽,核,核,探,探,討,討,和,現,現,有,有,和,和,潛,潛,在,在,的,的,顧,顧,客,客,交,交,談,談,。,。,拜,訪,訪,並,並,且,且,觀,觀,察,察,他,他,們,們,如,如,何,何,使,使,用,用,我,我,們,們,所,所,提,提,供,供,的,的,產,產,品,品,/,服,務,務,。,收,集,集,市,市,場,場,研,研,究,究,。,。,建,立,立,重,重,點,點,顧,顧,客,客,群,群,。,。,使,顧,顧,客,客,加,加,入,入,產,產,品,品,設,設,計,計,或,或,改,改,進,進,。,。,問,題,題,舉,舉,例,例,Whatcanwedotoincreasemarketshareandshareofwallet?,Whatarethepressingproblems(pains)thatcustomersface?,Howwellarecustomerneedsandexpectationsbeingmettoday?,Howmucharecustomerswillingtopaytogettheirneedsmet?,Whatisthecurrent(andfuture)sizeofthecustomerbase?,Arecustomermarketslargeandgrowing?Whichsegmentsare growing(or could grow)mostrapidly?(Measuregrowth in terms of revenues,unitssold,customervisits,numberofcustomers/users,pricing,etc,),Whichofourcurrentproduct/serviceofferings do ourcustomersuse today andhowmuchrevenue do we generate fromeachcustomer(orcustomersegment)?,What product/serviceofferingswouldour customerslike us to offer?,What walletsharedowehave today?What shareofwallet do we have?,競爭者,稽,稽核探,討,討,辨認傳,統,統的競,爭,爭者，,潛,潛在新,進,進入者,，,，與替,代,代品。,標竿當,今,今或潛,在,在提供,物,物。,問準客,戶,戶他們,為,為什麼,使,使用各,種,種相關,產,產品，,哪,哪些需,要,要沒被,滿,滿足，,以,以及什,麼,麼原因,引,引起他,們,們轉換,產,產品。,收集產,業,業數據,。,。,與專家,交,交談。,問題舉,例,例,Whoare ourcompetitors(including substituteproductsand services)andhow do theydifferentiatetheirofferings?,What pricesdothey chargeandwhatmargins do theyget?,Howsustainableare their positions?,Cantheircustomers easilyswitchtootherofferings?,How easy(or hard)wouldit beforcompetitors,new entrants,orsubstitutes toenterourmarket andsteal share?,Whatmarket share and share ofwallet dokeycompetitors/substitutes have?Whatpotentialapproachescould competitors take to increasemarket share and share of wallet?,Whatapproachescould wetaketo preserve your differentiated position?,How powerful are competitors and how might they respondto changes wemightmake?,產品,/,市場定位稽,核,核探討,選擇要服務,的,的市場，產,品,品,/,服務組合和,到,到達市場的,通,通路。,決定你將不,追,追隨的市場,，,，產品，通,路,路和業務。,鑑定差異化,的,的基礎。,定義要發,展,展的訊息,與,與宣傳品,牌,牌。,問題舉例,Which markets will we serve?,Whatproducts and services willwe offerandhowwill wedifferentiate our offerings?,Howwillthefeatures ofourofferings compare withavailable alternatives?,Howwillthepriceswe charge compare with availablealternatives?,Whatchannels will we use toreach our markets?,Howsustainableis our positionandthebusinessmodel needed toachieveandsupportthat position?,Whatareouroptionsforgrowingourbusiness inthefuture?,Whatopportunities willwe not pursue?,價值網路,稽,稽核探討,辨認需要,執,執行產品,/,市場,/,通路策略,的,的作業，,資,資源和能,力,力與評姑,當,當今地位,。,。,決定你將,做,做什麼，,自,自己做或,委,委外。,訪問當今,和,和潛在的,供,供應商和,合,合作夥伴,並,並評估能,力,力和基礎,設,設施。,問題舉例,Whatactivities,capabilities,and resourcesarerequired toexecutestrategy?,Which will my company perform and whichwillwesource fromtheoutside?,Fortheactivities we outsource,howwill wecoordinateandcontrolactivities withkeysuppliers and partners?,Howdoesthequalityandcost ofoutsourcedresources and capabilities compare to what we couldprovideinside?,Howpowerfularetheindividualsandorganizations thatcontrolkeyactivities,capabilities,and resourcesrequiredtoexecuteourstrategy?,Whatisthesource of theirpower?For example,doesdemandoutpacesupply or vice versa?,Arethere high barriersto entryorexitorhighswitching costs?,Whatrelationships do wehave with powerfulindividualsandorganizations,策略轉變,加強,Enhance,對現行的產品,/,服務,增加功能或特性，或改善績效,延伸,Extend,進入新的業務線和,增加新的企業模型,擴展,Expand,增加新的產品,/,服務，,或進入新的地域市場,退出,Exit,退出業務或市場，,或取消產品,/,服務,策略演進,的,的選擇,加強,擴展,延伸,退出,產品,改善品質，更低,成本，增加便於使,用，增加特徵,增加新產品或,服務,N/A,去掉特色,、,服務或,產品,市場,在目前市場內,透過廣告等吸引,新顧客,擴展到新市場，,區隔，或地區,N/A,退出市場，區隔，,或地理區域,通路,改進品質，成本，,或現有通路產能,增加新通路,N/A,退出某通路,價值鏈,/,網路,改進行動和,/,或現有,供應商，合作夥伴,，等的關係,增加新供應商或,合作夥伴；將作,業委外,N/A,停止供應商或合作,夥伴與做某些作業,