市場(chǎng)營銷機(jī)會(huì)剖析課件

第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)競(jìng)爭(zhēng)對(duì)手分析競(jìng)爭(zhēng)理念演化子者界定競(jìng)爭(zhēng)者分析選擇竟子者不同市場(chǎng)地位的策略選擇第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)1第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)競(jìng)爭(zhēng)理念演化例:溫州鞋商加強(qiáng)與西班牙當(dāng)?shù)睾献骰庖粓?chǎng)沖突1溫州鞋在滲透西班牙市場(chǎng)中吸取了怎樣的教訓(xùn)?2如何認(rèn)識(shí)競(jìng)爭(zhēng)理念的演化?第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)2第六講:市場(chǎng)營銷機(jī)會(huì)分析(三企業(yè)競(jìng)爭(zhēng)理念的演化零和對(duì)弈→雙贏或多贏→脫離競(jìng)爭(zhēng)第六講:市場(chǎng)營銷機(jī)會(huì)分析(三3第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)競(jìng)爭(zhēng)者界定競(jìng)爭(zhēng)者界定與波特五力量模型競(jìng)爭(zhēng)者:直接或間接、現(xiàn)實(shí)或潛在在產(chǎn)品與服務(wù)方面與本企業(yè)進(jìn)行競(jìng)爭(zhēng)的所有企業(yè)、機(jī)構(gòu)與個(gè)人第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)4第六講:市場(chǎng)營銷機(jī)會(huì)分析(三波特競(jìng)爭(zhēng)五力量模型邁克爾·波特提出有五種因素決定了一個(gè)市場(chǎng)或細(xì)分市場(chǎng)的長(zhǎng)期內(nèi)在吸引力。五力量模型將大量不同的因素匯集在一個(gè)簡(jiǎn)便的模型中,以此米分析一個(gè)市場(chǎng)或行業(yè)的基本競(jìng)爭(zhēng)。一種可行哉略的提出首先應(yīng)該確五種力量,不同力量的特性和重要性會(huì)隨著行業(yè)和企業(yè)不同情況而變化第六講:市場(chǎng)營銷機(jī)會(huì)分析(三5市場(chǎng)營銷機(jī)會(huì)剖析課件6市場(chǎng)營銷機(jī)會(huì)剖析課件7市場(chǎng)營銷機(jī)會(huì)剖析課件8市場(chǎng)營銷機(jī)會(huì)剖析課件9市場(chǎng)營銷機(jī)會(huì)剖析課件10市場(chǎng)營銷機(jī)會(huì)剖析課件11市場(chǎng)營銷機(jī)會(huì)剖析課件12市場(chǎng)營銷機(jī)會(huì)剖析課件13市場(chǎng)營銷機(jī)會(huì)剖析課件14市場(chǎng)營銷機(jī)會(huì)剖析課件15市場(chǎng)營銷機(jī)會(huì)剖析課件16市場(chǎng)營銷機(jī)會(huì)剖析課件17市場(chǎng)營銷機(jī)會(huì)剖析課件18市場(chǎng)營銷機(jī)會(huì)剖析課件19市場(chǎng)營銷機(jī)會(huì)剖析課件20市場(chǎng)營銷機(jī)會(huì)剖析課件21市場(chǎng)營銷機(jī)會(huì)剖析課件22市場(chǎng)營銷機(jī)會(huì)剖析課件23市場(chǎng)營銷機(jī)會(huì)剖析課件24市場(chǎng)營銷機(jī)會(huì)剖析課件25市場(chǎng)營銷機(jī)會(huì)剖析課件26市場(chǎng)營銷機(jī)會(huì)剖析課件27市場(chǎng)營銷機(jī)會(huì)剖析課件28市場(chǎng)營銷機(jī)會(huì)剖析課件29市場(chǎng)營銷機(jī)會(huì)剖析課件30市場(chǎng)營銷機(jī)會(huì)剖析課件31市場(chǎng)營銷機(jī)會(huì)剖析課件32市場(chǎng)營銷機(jī)會(huì)剖析課件33市場(chǎng)營銷機(jī)會(huì)剖析課件34市場(chǎng)營銷機(jī)會(huì)剖析課件35市場(chǎng)營銷機(jī)會(huì)剖析課件36市場(chǎng)營銷機(jī)會(huì)剖析課件37市場(chǎng)營銷機(jī)會(huì)剖析課件38市場(chǎng)營銷機(jī)會(huì)剖析課件39市場(chǎng)營銷機(jī)會(huì)剖析課件40市場(chǎng)營銷機(jī)會(huì)剖析課件41市場(chǎng)營銷機(jī)會(huì)剖析課件42市場(chǎng)營銷機(jī)會(huì)剖析課件43市場(chǎng)營銷機(jī)會(huì)剖析課件44市場(chǎng)營銷機(jī)會(huì)剖析課件45市場(chǎng)營銷機(jī)會(huì)剖析課件46市場(chǎng)營銷機(jī)會(huì)剖析課件47市場(chǎng)營銷機(jī)會(huì)剖析課件48市場(chǎng)營銷機(jī)會(huì)剖析課件49市場(chǎng)營銷機(jī)會(huì)剖析課件50市場(chǎng)營銷機(jī)會(huì)剖析課件51市場(chǎng)營銷機(jī)會(huì)剖析課件52市場(chǎng)營銷機(jī)會(huì)剖析課件53市場(chǎng)營銷機(jī)會(huì)剖析課件54市場(chǎng)營銷機(jī)會(huì)剖析課件55市場(chǎng)營銷機(jī)會(huì)剖析課件56市場(chǎng)營銷機(jī)會(huì)剖析課件57市場(chǎng)營銷機(jī)會(huì)剖析課件58市場(chǎng)營銷機(jī)會(huì)剖析課件59市場(chǎng)營銷機(jī)會(huì)剖析課件60市場(chǎng)營銷機(jī)會(huì)剖析課件61市場(chǎng)營銷機(jī)會(huì)剖析課件62市場(chǎng)營銷機(jī)會(huì)剖析課件63市場(chǎng)營銷機(jī)會(huì)剖析課件64市場(chǎng)營銷機(jī)會(huì)剖析課件65第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)競(jìng)爭(zhēng)對(duì)手分析競(jìng)爭(zhēng)理念演化子者界定競(jìng)爭(zhēng)者分析選擇竟子者不同市場(chǎng)地位的策略選擇第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)66第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)競(jìng)爭(zhēng)理念演化例:溫州鞋商加強(qiáng)與西班牙當(dāng)?shù)睾献骰庖粓?chǎng)沖突1溫州鞋在滲透西班牙市場(chǎng)中吸取了怎樣的教訓(xùn)?2如何認(rèn)識(shí)競(jìng)爭(zhēng)理念的演化?第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)67第六講:市場(chǎng)營銷機(jī)會(huì)分析(三企業(yè)競(jìng)爭(zhēng)理念的演化零和對(duì)弈→雙贏或多贏→脫離競(jìng)爭(zhēng)第六講:市場(chǎng)營銷機(jī)會(huì)分析(三68第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)競(jìng)爭(zhēng)者界定競(jìng)爭(zhēng)者界定與波特五力量模型競(jìng)爭(zhēng)者:直接或間接、現(xiàn)實(shí)或潛在在產(chǎn)品與服務(wù)方面與本企業(yè)進(jìn)行競(jìng)爭(zhēng)的所有企業(yè)、機(jī)構(gòu)與個(gè)人第六講:市場(chǎng)營銷機(jī)會(huì)分析(三)69第六講:市場(chǎng)營銷機(jī)會(huì)分析(三波特競(jìng)爭(zhēng)五力量模型邁克爾·波特提出有五種因素決定了一個(gè)市場(chǎng)或細(xì)分市場(chǎng)的長(zhǎng)期內(nèi)在吸引力。五力量模型將大量不同的因素匯集在一個(gè)簡(jiǎn)便的模型中,以此米分析一個(gè)市場(chǎng)或行業(yè)的基本競(jìng)爭(zhēng)。一種可行哉略的提出首先應(yīng)該確五種力量,不同力量的特性和重要性會(huì)隨著行業(yè)和企業(yè)不同情況而變化第六講:市場(chǎng)營銷機(jī)會(huì)分析(三70市場(chǎng)營銷機(jī)會(huì)剖析課件71市場(chǎng)營銷機(jī)會(huì)剖析課件72市場(chǎng)營銷機(jī)會(huì)剖析課件73市場(chǎng)營銷機(jī)會(huì)剖析課件74市場(chǎng)營銷機(jī)會(huì)剖析課件75市場(chǎng)營銷機(jī)會(huì)剖析課件76市場(chǎng)營銷機(jī)會(huì)剖析課件77市場(chǎng)營銷機(jī)會(huì)剖析課件78市場(chǎng)營銷機(jī)會(huì)剖析課件79市場(chǎng)營銷機(jī)會(huì)剖析課件80市場(chǎng)營銷機(jī)會(huì)剖析課件81市場(chǎng)營銷機(jī)會(huì)剖析課件82市場(chǎng)營銷機(jī)會(huì)剖析課件83市場(chǎng)營銷機(jī)會(huì)剖析課件84市場(chǎng)營銷機(jī)會(huì)剖析課件85市場(chǎng)營銷機(jī)會(huì)剖析課件86市場(chǎng)營銷機(jī)會(huì)剖析課件87市場(chǎng)營銷機(jī)會(huì)剖析課件88市場(chǎng)營銷機(jī)會(huì)剖析課件89市場(chǎng)營銷機(jī)會(huì)剖析課件90市場(chǎng)營銷機(jī)會(huì)剖析課件91市場(chǎng)營銷機(jī)會(huì)剖析課件92市場(chǎng)營銷機(jī)會(huì)剖析課件93市場(chǎng)營銷機(jī)會(huì)剖析課件94市場(chǎng)營銷機(jī)會(huì)剖析課件95市場(chǎng)營銷機(jī)會(huì)剖析課件96市場(chǎng)營銷機(jī)會(huì)剖析課件97市場(chǎng)營銷機(jī)會(huì)剖析課件98市場(chǎng)營銷機(jī)會(huì)剖析課件99市場(chǎng)營銷機(jī)會(huì)剖析課件100市場(chǎng)營銷機(jī)會(huì)剖析課件101市場(chǎng)營銷機(jī)會(huì)剖析課件102市場(chǎng)營銷機(jī)會(huì)剖析課件103市場(chǎng)營銷機(jī)會(huì)剖析課件104市場(chǎng)營銷機(jī)會(huì)剖析課件105市場(chǎng)營銷機(jī)會(huì)剖析課件106市場(chǎng)營銷機(jī)會(huì)剖析課件107市場(chǎng)營銷機(jī)會(huì)剖析課件108市場(chǎng)營銷機(jī)會(huì)剖析課件109市場(chǎng)營銷機(jī)會(huì)剖析課件110市場(chǎng)營銷機(jī)會(huì)剖析課件111市場(chǎng)營銷機(jī)會(huì)剖析課件112市場(chǎng)營銷機(jī)會(huì)剖析課件113市場(chǎng)營銷機(jī)會(huì)剖析課件114市場(chǎng)營銷機(jī)會(huì)剖析課件115市場(chǎng)營銷機(jī)會(huì)剖析課件116市場(chǎng)營銷機(jī)會(huì)剖析課件117市場(chǎng)營銷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