最新参与竞争PPT课件.ppt

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1、Copyright 2003 Prentice-Hall, Inc.9-2科特勒论营销科特勒论营销Copyright 2003 Prentice-Hall, Inc.Copyright 2003 Prentice-Hall, Inc.Copyright 2003 Prentice-Hall, Inc.Copyright 2003 Prentice-Hall, Inc.Copyright 2003 Prentice-Hall, Inc.Copyright 2003 Prentice-Hall, Inc.Copyright 2003 Prentice-Hall, Inc.9-9识别竞争者识别竞争者

2、 战略群组分析战略群组分析 Copyright 2003 Prentice-Hall, Inc.9-10Copyright 2003 Prentice-Hall, Inc.9-11Copyright 2003 Prentice-Hall, Inc.9-12表表 1-2：市场份额、心理份额和情感份额：市场份额、心理份额和情感份额在心理份额和情感份额方面稳步进取的公司最终将获得市场份在心理份额和情感份额方面稳步进取的公司最终将获得市场份额和利润额和利润Copyright 2003 Prentice-Hall, Inc.9-13第三节第三节 设计竞争情报系统设计竞争情报系统Copyright 200

3、3 Prentice-Hall, Inc.9-14Copyright 2003 Prentice-Hall, Inc.9-15表表9-3：三个品牌的顾客总成本：三个品牌的顾客总成本品牌品牌A, B, C对顾客的利益分别是对顾客的利益分别是150, 140, 135美元美元Copyright 2003 Prentice-Hall, Inc.9-16Copyright 2003 Prentice-Hall, Inc.9-17Copyright 2003 Prentice-Hall, Inc.9-18图图 3-1：假设的：假设的市场结构市场结构第四节第四节 竞争战略决策竞争战略决策Copyright

4、 2003 Prentice-Hall, Inc.9-19Copyright 2003 Prentice-Hall, Inc.9-20Copyright 2003 Prentice-Hall, Inc.9-21图图3-2：六种类型的防御战略：六种类型的防御战略Copyright 2003 Prentice-Hall, Inc.9-22Copyright 2003 Prentice-Hall, Inc.9-23Copyright 2003 Prentice-Hall, Inc.9-24Copyright 2003 Prentice-Hall, Inc.9-25Copyright 2003 Pre

5、ntice-Hall, Inc.9-26Copyright 2003 Prentice-Hall, Inc.9-27图图9-8：市场份额和利润率之间的关系：市场份额和利润率之间的关系Copyright 2003 Prentice-Hall, Inc.9-28Copyright 2003 Prentice-Hall, Inc.9-29图图9-9：最佳市场份额的概念：最佳市场份额的概念Copyright 2003 Prentice-Hall, Inc.9-30Copyright 2003 Prentice-Hall, Inc.9-31竞争战略决策竞争战略决策Copyright 2003 Prent

6、ice-Hall, Inc.9-32图图9-10：进攻战略：进攻战略Copyright 2003 Prentice-Hall, Inc.9-33Copyright 2003 Prentice-Hall, Inc.9-34Copyright 2003 Prentice-Hall, Inc.9-35Copyright 2003 Prentice-Hall, Inc.9-36Copyright 2003 Prentice-Hall, Inc.9-37Copyright 2003 Prentice-Hall, Inc.9-38Copyright 2003 Prentice-Hall, Inc.9-39

7、Copyright 2003 Prentice-Hall, Inc.9-40Copyright 2003 Prentice-Hall, Inc.9-41光明经销商 1经销商 2经销商 3二级经销商批发市场奶站、小门店超市系统商店大卖场Copyright 2003 Prentice-Hall, Inc.9-42销售经理销售主管销售主管行政主管外围经理/业务员光明乳业在广州市场的组织结构光明乳业在广州市场的组织结构Copyright 2003 Prentice-Hall, Inc.9-43Copyright 2003 Prentice-Hall, Inc.9-44Copyright 2003 Pr

8、entice-Hall, Inc.9-45竞争战略决策竞争战略决策Copyright 2003 Prentice-Hall, Inc.9-46竞争战略决策竞争战略决策Copyright 2003 Prentice-Hall, Inc.9-47在顾客导向和竞争者导向中平衡在顾客导向和竞争者导向中平衡Copyright 2003 Prentice-Hall, Inc.9-48在顾客导向和竞争者导向中平衡在顾客导向和竞争者导向中平衡Copyright 2003 Prentice-Hall, Inc.9-49案例案例:Mobile OneCopyright 2003 Prentice-Hall, Inc.9-50Copyright 2003 Prentice-Hall, Inc.9-51