奥美-策略行销工具箱

Click to edit Master title style,Click to edit Master text styles,Second level,O&M,Ref:TN/SM/STRMKTOL/rc,1,策略行销工具箱,Strategic Marketing Tool Box(1),Jean Lin,September 1998,Much of the material in this,file has been jointly developed,by Colin Benjamin of the,Horizons Network and,Ian Strachan of Ogilvy&Mather.,Copy right is retained by,Colin Benjamin and Ogilvy&Mather,Asia Pacific,BASICTOOLKIT,WHY,WHAT,WHO,I,乱流,改变,五大,要,要素,九宫,格,格,AEIOU,竞争,优,优势,策略,意,意图,乱流,(Turbulence),定义,：,：当,你,你经,验,验某,种,种完,全,全无,法,法预,知,知的,状,状况,之,之时,，,，你,就,就会,产,产生,乱流,。,Definition:experiencingsomethingtotallyunsettlingthatyoucan,tpredict.,了解,“,乱流,度,度,”,能帮,助,助我,们,们推,知,知产,业,业或,消,消费,者,者，,为,为何,产,产生,某,某种,反,反应,，,，以,及,及如,何,何帮,助,助他,们,们处,在,在比,较,较,舒适,的乱,流,流,度,度中,。,。,乱流,的,的来,源,源,(SourceofTurbulence),模棱,两,两可,Ambiguity,复杂,Complexity,似是,而,而非,Paradox,不连,续,续性,Discontinuity,不确,定,定,Uncertainty,机会,Opportunity,惊奇,Surprise,乱流,Turbulence,=,+,+,+,=,=,乱流,(Turbulence),如果,你,你习,惯,惯较,低,低的,乱,乱流,度,度，,你,你会,Ifwearepersonallymorecomfortable,atlowerlevelsofturbulence,如果,你,你习,惯,惯较,高,高的,乱,乱流,度,度，,你,你会,Ifwearepersonallymorecomfortable,athigherlevelsofturbulence,改变,改,变,变,可,可以,帮,帮助,我,我们,清,清楚,的,的思,考,考和,分,分析,企业,、,、组,织,织、,或,或市,场,场的,变,变革,判断,和,和预,测,测改,变,变的,结,结果,“Change”canhelpustounderstandandanalyzechangesthatoccurinorganisationandinthemarket.,改变,的,的,压力,清楚,的,的,远景,改变,的,的,能力,可行,的,的具,体下,一,一步,改变,+,+,+,持续,力,力,+,缺一,不,不可,Youcantdowithouteachoneofthem,改变,的,的压,力,力,Pressurefor,Change,改变,的,的压,力,力,Pressurefor,Change,改变,的,的压,力,力,Pressurefor,Change,改变,的,的压,力,力,Pressurefor,Change,清楚,的,的远,景,景,ClearShared,Vision,清楚,的,的远,景,景,ClearShared,Vision,清楚,的,的远,景,景,ClearShared,Vision,改变,的,的能,力,力,Capacityfor,Change,改变,的,的能,力,力,Capacityfor,Change,改变,的,的能,力,力,Capacityfor,Change,可行,的,的具,体下,一,一步,Actionable,firstSteps,可行,的,的具,体下,一,一步,Actionable,firstSteps,可行,的,的具,体下,一,一步,Actionable,firstSteps,持续,力,力,Sustained,Momentum,持续,力,力,Sustained,Momentum,持续,力,力,Sustained,Momentum,改变,的,的能,力,力,Capacityfor,Change,可行,的,的具,体下,一,一步,Actionable,firstSteps,持续,力,力,Sustained,Momentum,清楚,的,的远,景,景,ClearShared,Vision,不是,优,优先,处,处理,的,的事,Bottomoftheprioritylist,随意,发,发生,的,的事,Random&haphazardefforts,焦虑,和,和挫,折,折,Anxiety&Frustration,只有,热,热情,别,别无,他,他物,Hotair¬muchelse,头重,脚,脚轻,见光,死,死,Afaststartthatfizzlesanddies,+,+,+,+,=,+,+,+,+,=,+,+,+,+,=,+,+,+,+,=,+,+,+,+,=,购买者,Buyers,供应商,Suppliers,新进入市,场,场的威胁,Treat ofnewentrants,购买者的,议,议价能力,Bargaining powerofbuyers,供应商的,议价能力,Bargaining powerofsuppliers,替代品的,威,威胁,Threat of substituteproducts orservices,行业的竞,争,争者,Industrycompetitors,替代品,Substitutes,潜在的进,入,入者,Potential entrants,决定行业,获,获利的五,大,大要素,现存竞争,者,者密集度,Intensify ofRivalry,O&M,Ref:TN/SM/STRMKTOL/rc,Buyers,Suppliers,Treat ofnewentrants,Bargaining power,of buyers,Bargaining power,of suppliers,Threat of substitutes,Industrycompetitors,Substitutes,New,entrants,Intensify ofRivalry,Entry Barriers,Economics ofscale,Proprietaryproductdifferences,Brand identity,Switching costs,Capitalrequirements,Access to distribution,Absolutecost advantages,-proprietary learning curve,-accesstonecessary inputs,-proprietary low-cost production design,Government policy,Expectedretaliation,RivalryDeterminants,Industrygrowth,Fixed(or storage)costs/valueadded,Intermittentovercapacity,Productdifferences,Brand identity,Switching costs,Concentration and balance,Informational complexity,Diversity ofcompetitors,Corporate stakes,Exitbarriers,Entry Barriers,Differentiationof inputs,Switching costsof suppliersandfirms in,theindustry,Presenceofsubstitute inputs,Supplierconcentration,Importance of volumetosupplier,Costrelative tototal purchasesintheindustry,Impact of inputsoncostordifferentiation,Threat of forward integraionrelative tothreat,of backwardintegrationby firmsintheindustry,Bargainleverage,Buyer concentrationversus,firmconcentration,Buyer volume,Buyer switchingcosts relative,to firmswitching costs,Buyer information,Abilityto backwardintegrate,Substitute products,Pull-through,Price sensitivity,Price/totalpurchases,Productdifferences,Brand identity,Impact on quality/,performance,Buyer profits,Decisionmakers,incentives,DeterminantsofBuyer Power,竞争对手,无,无法赶上,的,的竞争优,势,势,这个工具,帮,帮助我们,思,思考目前,的,的状况，,明,明天的状,况,况，和未,来,来的状况,。,。提醒我,们,们不要只,去,去思考眼,前,前的问题,，,，也能预,留,留未来胜,利,利的空间,和,和方向,Thistool helpsus to evaluate wherewearetoday,wherewill webetomorrow,and wherewe willbe in the future.It enables ustohavea broader viewof the wholepictureandtomarch onina meaningfulfuturedirection.,竞争优势,CompetitiveEdge,比较性的,优,优点,ComparativeAdvantage,比较好,”,Something better,具竞争性,的,的长处,CompetitiveAdvantage,不同的特,性,性让我们,的,的对手今,日,日无法赶,上,上我们,Something different,which competitors,cant matchtoday,竞争性的,优,优势,CompetitiveEdge,竞争者无,法,法追上我,们,们，因为,消,消费者的,认,认知已被,我,我们改变,Competitorscant catchup because customers,perceptions have beenchanged,策略的意,图,图,想象一个,远,远景,Envisages adesiredleadership,计划达成,远,远景的中,间,间步骤,Plans for the interim stepsto get there,如此可将,组,组织的注,意,意力放在,“,求胜,”,的本质上,Focusestheattention oftheorganisation oftheessenceofwinning,例子,Example,国泰航空不同阶,段,段的意图,营运,Operations,Culture,具竞争力,Competitive,Culture,顾客导向,Customer,Culture,本世纪最棒的,航空公司,Best ofthe,de