商务策划教案14.doc

平顶山学院教案2012 2013 学年 第 1 学期 承担系部 国际教育交流学院 课程名称 商务策划 授课对象10级市场营销（1、2）班授课教师 付岩岩 职 称 讲师 教材版本 自编讲义 参 考 书Coulter M，2001，Strategic Management，Prentice HallLynch R ，1999，Corporate Strategy，Prentice Hall 王铁男，企业战略管理，2010，科学出版社 2012年 9月 2日 授课时间：2012.10.23、26、 授课形式：讲授 授课地点： 4204/4312、授课时数：2授课题目：Chapter 2 Strategic Planning教学目标：根据英方提供的unit specification的规定和我院学生的英语实际应用能力，鉴于对本章节的理解，制定了如下的教学目标：知识目标： Ansoff Matrix能力目标： Ansoff Matrix德育目标：通过学习Ansoff Matrix，了解战略制定的目标。教学重难点： 重点内容：Ansoff Matrix 难点内容：Ansoff Matrix教学内容： 主要的教学内容：Ansoff Matrix 重点内容：Ansoff Matrix 难点内容：Ansoff Matrix 教学方法设计：讲授，启发式教学，理论讲解与案例分析相结合，适当组织课堂讨论；时间分配2课时； 板书设计：教学采用多媒体教学，板书起到辅助作用。多数材料都通过多媒体呈现，但当在学生回答问题或训练过程中碰到英文的专业术语生词、拓展知识等，会写在黑板上呈献给学生。 归纳小结：本节重点介绍Ansoff Matrix，难点在于Ansoff Matrix的灵活运用。 课后作业：无课后小结：教学过程 ：上课点名-新课教学授课主要内容： Ansoff Matrix - is a logical framework for developing marketing objectives, using two key variables; markets and products 策略管理之父安索夫博士于1975年提出安索夫矩阵。以产品和市场作为两大基本面向，区别出四种产品市场组合和相对应的营销策略。The Ansoff Growth matrix is a tool that helps businesses decide their product and market growth strategy. Ansoffs product/market growth matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets. The output from the Ansoff product/market matrix is a series of suggested growth strategies that set the direction for the business strategy. These are described below: Market penetration Market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets. Market penetration seeks to achieve four main objectives: Maintain or increase the market share of current products this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling Secure dominance of growth markets Restructure a mature market by driving out competitors; this would require a much more aggressive promotional campaign, supported by a pricing strategy designed to make the market unattractive for competitors Increase usage by existing customers for example by introducing loyalty schemes A market penetration marketing strategy is very much about “business as usual”. The business is focusing on markets and products it knows well. It is likely to have good information on competitors and on customer needs. It is unlikely, therefore, that this strategy will require much investment in new market research.Market development Market development is the name given to a growth strategy where the business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including: New geographical markets; for example exporting the product to a new country New product dimensions or packaging: for example New distribution channels Different pricing policies to attract different customers or create new market segments Product development Product development is the name given to a growth strategy where a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets. Diversification Diversification is the name given to the growth strategy where a business markets new products in new markets. This is an inherently more risk strategy because the business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, therefore, it must have a clear idea about what it expects to gain from the strategy and an honest assessment of the risks. 安索夫矩阵是以2 X 2的矩阵代表企业企图使收入或获利成长的四种选择，其主要的逻辑是企业可以选择四种不同的成长性策略来达成增加收入的目标。如图所示： 1、市场渗透（Market Penetration）以现有的产品面对现有的顾客，以其目前的产品市场组合为发展焦点，力求增大产品的市场占有率。采取市场渗透的策略，借由促销或是提升服务品质等等方式来说服消费者改用不同品牌的产品，或是说服消费者改变使用习惯、增加购买量。 2、市场开发（Market Development）提供现有产品开拓新市场，企业必须在不同的市场上找到具有相同产品需求的使用者顾客，其中往往产品定位和销售方法会有所调整，但产品本身的核心技术则不必改变。 3、产品开发（Product Development）推出新产品给现有顾客，采取产品延伸的策略，利用现有的顾客关系来借力使力。通常是以扩大现有产品的深