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1、PowerTemplate3-D Pie ChartA.ProductsA.ProductsAdd your text in hereAdd your text in hereAdd your text in hereAdd your text in hereAdd your text in hereAdd your text in hereAdd your text in hereB.ProductsB.Products Add your text in here Add your text in here Add your text in here Add your text in her
2、e Add your text in here品牌成功关键因素分析品牌成功关键因素分析产品是前提产品是前提品质是制造差异化的基础品质是制造差异化的基础品质是控制渠道，赢得消费者认可，稳定市场的基石品质是控制渠道，赢得消费者认可，稳定市场的基石品质是对抗价格战的最后防线品质是对抗价格战的最后防线传播策略：传播策略：品牌是基础品牌是基础提升认知价值，获得溢价的选择权提升认知价值，获得溢价的选择权利润的保证利润的保证认牌购买，市场专有化，通路筹码认牌购买，市场专有化，通路筹码不可复制的优势，构筑竞争壁垒不可复制的优势，构筑竞争壁垒分销是关键分销是关键产业市场化的瓶颈产业市场化的瓶颈构筑大生产构筑大生
3、产大流通大流通大市场的战略蓝图大市场的战略蓝图是产品成为商品的桥梁是产品成为商品的桥梁决胜在终端决胜在终端消除消除“肠梗阻肠梗阻”实现销售与传播实现销售与传播加速产品周转加速产品周转Product AProduct BProduct CProduct DProduct EPlease insert TitlePlease insert sub-titleYour own textAdd TextPlease insert TitlePlease insert sub-titleTextTextTextTextYour own textYour own textYour own textPlea
4、se insert TitlePlease insert sub-titleProduct CProduct BProduct BProduct CProduct AProduct APlease insert TitlePlease insert sub-title样例样例高市场份额的企业在营高市场份额的企业在营销和研发上同比例费用，销和研发上同比例费用，其绝对数比竞争者高。其绝对数比竞争者高。高质量、创新和流程优化高质量、创新和流程优化能力提高的可能性增加能力提高的可能性增加高价格带来的好处高价格带来的好处进行再投资进行再投资竞争性的价格提升竞争性的价格提升了产品的价值了产品的价值市场地位
5、增市场地位增大了销量大了销量增强了现有的增强了现有的规模效应规模效应增加市场份额增加市场份额差异化高市场份额竞争者的良性循环高市场份额竞争者的良性循环规模优势高市场份额高市场份额样例样例Chart DocumentsClick to edit title styleClick to add TextClick to add TextClick to add TextClick to add TextClick to add TextClick to add TextClick to add TextClick to add TextClick to add TextDescription of
6、 Description of the contentsthe contents“ThemeGallery is a Design Digital Content&Contents mall developed by Guild Design Inc.”Description of Description of the contentsthe contentsDescription of Description of the contentsthe contents“ThemeGallery is a Design Digital Content&Contents mall developed
7、 by Guild Design Inc.”竞竞争争对对手增手增长长率率-份份额额矩矩阵阵CompetitorCompetitorCompetitorCompetitorCompetitorOtherCompetitor by Growth and Share0%0%0%0%1%1%1%1%Growth Rate-0.20.00.20.40.60.81.01.2Relative Price(lower to higher)Diameter=market shareDiagramTitle in hereTitle in hereTitle in hereTitle in here Descri
8、ption of the contents Description of the contents Description of the contents Description of the contentsTitle in hereTitle in hereThemeGallery is a Design Digital Content&Contents mall developed by Guild Design Inc.DiagramText in hereText in herecontentsDescription of the contentsTitle in Title in
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10、ign Digital Content&Contents mall developed by Guild Design Inc.Add your text in hereAdd your text in hereAdd your text in here完全独占完全寡占差异化寡占完全竞争独占性竞争产品差异化弱产品差异化弱产品差异化强产品差异化强一个供应者一个供应者少数供应者少数供应者许多供应者许多供应者微软微软石油石油香烟、啤酒香烟、啤酒最佳模式：最佳模式：通路优势通路优势成本优势成本优势心理差异心理差异汽车业汽车业餐饮餐饮餐饮餐饮面对成熟期的面对成熟期的市场，产品成市场，产品成功的关键在于功
11、的关键在于差异化的策略差异化的策略主要问题：主要问题：产品生命产品生命周期管理周期管理低附加值的生低附加值的生活必需品活必需品n n建立新的细分市场建立新的细分市场n n品牌差异化品牌差异化n n其他差异化变量：渠道、其他差异化变量：渠道、人员、服务、形象人员、服务、形象新价值的提供新价值的提供高品类优势与高品类优势与高品牌优势高品牌优势专业专业XXXX大米大米供应商供应商例：例：样本样本TextTextTextTextYour own textYour own textYour own textPlease insert TitlePlease insert sub-title不同类型消费者
12、的态度的比较不同类型消费者的态度的比较(样本=512人)实用型消费者最大家电企业最大白电企业最大TV企业合资独资企业进口品牌本地品牌技术最先进企业时尚型消费者档次型消费者技术型消费者Source:东方市场调查公司45%47%TextTextTextTextTextText TextPlease insert TitlePlease insert sub-title潜在电视消费者类型潜在电视消费者类型注重技术注重实用注重档次注重时尚样本样本DiagramThemeGallery is a Design Digital Content&Contents mall developed by Guil
13、d Design Inc.TextTextTextTextTextTextTextTextCreating a Performance Management ArchitectureManaging Ongoing Strategic Performance1.Business StrategyUse the business strategy as the starting point2.Business ObjectivesDevelop key business objectives that will help you to attain your strategy3.Measures
14、&MetricsDevelop specific indicators to track progress4.ImplementGather measures,create the scorecards and use it to make decisions.Incorporate all involved parties in the organization in the processUse strategy to identify the objectivesUse objectives to identify the measuresUse measures to build th
15、e scorecard or other reporting architectureMeasures should be well grounded in the organization.Let key stakeholders be part of defining KPIsSet performance targets and take corrective actions if they are not metUse progress against objectives to confirm strategy感性感性消费时代消费时代重视品牌、设计及适用性重视品牌、设计及适用性喜欢、
16、不喜欢为判断喜欢、不喜欢为判断感动感动消费时代消费时代重视满足感及喜悦重视满足感及喜悦满意、不满意为判断满意、不满意为判断消费形态的变化消费形态的变化理性理性消费时代消费时代重视质量、性能及价格重视质量、性能及价格好、坏为判断好、坏为判断高档高档中档中档低档低档8080年代年代新世纪新世纪9090年代年代认知价值认知价值传播创造认知价值传播创造认知价值客观、真实的品质必须转换为消费者认知的品质客观、真实的品质必须转换为消费者认知的品质样例样例qq ProposalProposal-Web Site-Web Site System System ValueValue200320042005200
17、6q /q q q e-Branding e-Branding q B2B/B2E B2B/B2E q Web Web (EIP(EIP)q personalization(e-CRM/DM)personalization(e-CRM/DM)E-Biz E-Biz 1 12 23 3TextYour own textYour own textYour own textTextTextPlease insert TitlePlease insert sub-titleClick to edit title styleDescribe a vision of company or strategic contents.Describe a vision of company or strategic contents.Describe a vision of company or strategic contents.Describe a vision of company or strategic contents.Description of the productsThank you