營(yíng)銷戰(zhàn)略策略分析五力模型

1、Chapter 3Environmental Scanning part 2營(yíng)銷環(huán)境掃描 第二部分1A Brief Review 簡(jiǎn)要複習(xí)環(huán)境掃描的概念Environment Scanning: the process of continually acquiring information on events occurring outside the organization to identify and interpret potential trend (both opportunities and threats).環(huán)掃掃描：持續(xù)收集並分析發(fā)生在企業(yè)之外的事件信息以識(shí)別潛在趨勢(shì)（機(jī)

2、會(huì)和威脅）的過(guò)程。2022/8/222A Brief Review 簡(jiǎn)要複習(xí)市場(chǎng)營(yíng)銷環(huán)境的分類政治法律環(huán)境Political and Regulatory政局法律經(jīng)濟(jì)環(huán)境Economic宏觀經(jīng)濟(jì)消費(fèi)者購(gòu)買力社會(huì)文化環(huán)境Social and Cultural人口統(tǒng)計(jì)因素文化科技環(huán)境Technological競(jìng)爭(zhēng)環(huán)境CompetitionPEST分析2022/8/223競(jìng)爭(zhēng)環(huán)境Competition競(jìng)爭(zhēng)CompetitionP：Political and Regulatory 政治和法律環(huán)境E: Economic經(jīng)濟(jì)環(huán)境S：Social社會(huì)文化環(huán)境T：Technology技術(shù)環(huán)境PEST分析競(jìng)爭(zhēng)分

3、析2022/8/224A framework of industrial competition analysis產(chǎn)業(yè)競(jìng)爭(zhēng)分析的框架Step 1: Define the industry and Identify the competitors 定義行業(yè)和識(shí)別競(jìng)爭(zhēng)者Step 2: Competitor analysis 競(jìng)爭(zhēng)者分析Step 3: Analyze Other forces that influence the profitability 分析其他影響盈利能力的力量Misidentification of the industry and competitors can have

4、serious impact on the success of a marketing strategy.51.Define the industryTwo major approaches for defining the industry.兩種主要的定義行業(yè)的方法Demand-Based method: defining the market on customers problems to be solved.基於需求面的方法：從顧客所需解決問(wèn)題的角度出發(fā)進(jìn)行定義Supply-Based method: defining the market on attributes of the

5、firms.基於供應(yīng)面的方法：從企業(yè)的特徵角度出發(fā)定義行業(yè)61.Define the industrydemand-basedProduct form competition(產(chǎn)品形式競(jìng)爭(zhēng)): a level of competition in which only products and services of the same product type are considered.Product class(category)competition(產(chǎn)品大類競(jìng)爭(zhēng)): a level of competition in which product and services that pr

6、ovide the same function are considered.Generic competition(一般競(jìng)爭(zhēng)): a level of competition that includes all product or services that the customer views as fulfilling the same need.Budget competition(預(yù)算競(jìng)爭(zhēng)): a level of competition that includes any products or services, related or unrelated, that could

7、 be viewed as substitute in a budget.71.Define the industrysupply-basedDefine competition by attributes of the firmsSize 企業(yè)規(guī)模Resource used 企業(yè)所擁有和使用的資源Channel of distribution 營(yíng)銷渠道Product offered 所提供的產(chǎn)品Financial strength 財(cái)務(wù)力量Capability 能力81.Define the industryCombine market commonality and resource(ca

8、pability) equivalence(similarity) to identify and classify competitors. 可以結(jié)合基於需求面的方法和供應(yīng)面的方法來(lái)識(shí)別和分類競(jìng)爭(zhēng)者M(jìn)arket commonalty（市場(chǎng)重疊程度）: the degree to which a given competitor overlaps with the focal rm in terms of customer needs served. 競(jìng)爭(zhēng)者所滿足顧客需求的相似程度Resource similarity（資源相似程度）: the extent to which a given

9、competitor possesses strategic endowments comparable, in terms of type, to those of the focal rm. 競(jìng)爭(zhēng)者所擁有和使用的資源的相似性9Source: Mark Bergen, and Margaret A. Peteraf, “Competitor Identication and Competitor Analysis: A Broad-Based Managerial Approach”, 2002, Managerial and Decision Economics.101.Define th

10、e industry四種基本競(jìng)爭(zhēng)類型 Four Basic Types of Competition完全競(jìng)爭(zhēng) Pure/Perfect Competition壟斷競(jìng)爭(zhēng) Monopolistic Competition寡頭壟斷 Oligopoly完全壟斷 Monopoly 2022/8/22111.Define the industry完全競(jìng)爭(zhēng)市場(chǎng)的特徵大量的小規(guī)模的買家和賣家 Large numbers of small scale buyers and sellers產(chǎn)品或服務(wù)同質(zhì)化 Identical products or services資源流通不受限制（廠商自由進(jìn)出市場(chǎng)） Easy

11、to enter or leave the industry完全信息（買家和賣家可獲得相對(duì)稱的信息） Identical information between buyers and sellers價(jià)格由供求決定，買家和賣家都不能控制價(jià)格 Price is set by the market, no buyer and seller can dictate the price, they can only accept the equilibrium price that beyond their control2022/8/22121.Define the industry思考：你能找出一個(gè)

12、完全競(jìng)爭(zhēng)市場(chǎng)的例子嗎？思考：在完全競(jìng)爭(zhēng)的市場(chǎng)有營(yíng)銷活動(dòng)嗎？2022/8/22131.Define the industry壟斷競(jìng)爭(zhēng)市場(chǎng)的特徵較多的廠商 A number of sellers相似的產(chǎn)品或服務(wù)，但存在一些差異 Similar products or services but perceived by the buyers as being different among each other買家和賣家間存在信息不對(duì)稱 Information asymmetry between buyers and sellers資源流動(dòng)受到一定限制，存在進(jìn)入和退出壁壘 Somewhat diff

13、icult to enter or leave such an industry廠商對(duì)價(jià)格有一定的影響力 Each participant in this market structure has some control over pricing2022/8/22141.Define the industry思考：你能舉出壟斷競(jìng)爭(zhēng)市場(chǎng)的例子嗎？思考：壟斷競(jìng)爭(zhēng)市場(chǎng)中企業(yè)成功的關(guān)鍵是什麼？2022/8/22151.Define the industry寡頭壟斷市場(chǎng)的特徵非常少量的大型賣家 Only a few large scale sellers in the industry產(chǎn)品或服務(wù)可能同

14、質(zhì)化也可能差異化 Products or services sold in an oligopoly can be similar or different難以自由進(jìn)入或退出 Difficult to enter or leave廠商能夠在一定程度上決定價(jià)格 Each seller has some control over price買家和賣家間存在信息不對(duì)稱 Information asymmetry between buyers and sellers2022/8/22161.Define the industry思考：你能舉出寡頭壟斷市場(chǎng)的例子嗎？思考：寡頭壟斷市場(chǎng)中的營(yíng)銷有什麼特徵？

15、2022/8/22171.Define the industry完全壟斷市場(chǎng)的特徵只有唯一的賣家 Only a single seller controls the supply of a good or service and prevents other businesses from entering the field壟斷者控制價(jià)格 Being the only provider of a certain good or service gives the seller considerable control over price.許多國(guó)家有嚴(yán)格的反壟斷法，但由於許多原因，許多行業(yè)仍

16、然存在壟斷 Monopolies are prohibited by law in many countries, however, government-regulated monopolies do exist in some business areas2022/8/22181.Define the industry思考：你能舉出完全壟斷市場(chǎng)的例子嗎？思考：營(yíng)銷在完全壟斷市場(chǎng)中的角色如何？2022/8/22191.Define the industry2022/8/2220212. Competitor Analysis222. Competitor AnalysisCompetitor

17、s Current StrategyCustomer and competitor target 目標(biāo)顧客與目標(biāo)競(jìng)爭(zhēng)者Core strategy 核心戰(zhàn)略Supporting activity systems(marketing mix) 支撐核心戰(zhàn)略的行為（例如營(yíng)銷組合）Product and service capabilitiesPricingPromotion(Communication)Distribution232. Competitor AnalysisCompetitors Strengths and WeaknessesThe ability to conceive and

18、design new products. 研發(fā)能力The ability to produce the product or deliver the service. 生產(chǎn)能力The ability to market. 營(yíng)銷能力The ability to finance. 財(cái)務(wù)能力The ability to manage.管理能力242. Competitor AnalysisCompetitors Expected Future StrategiesCompetitors statement of its future strategy.利用競(jìng)爭(zhēng)者自己對(duì)戰(zhàn)略的描述Use historical data to predict. 用歷史資料預(yù)測(cè)Simulate. 模擬Scenario planning: asking “what-if” questions to produce forecasts of alternative outcomes based