商务策划教案14.doc

商务策划教案14 平顶山学院教案xxxx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，xx，Strategic Management，Prentice HallLynch R，1999，Corporate Strategy，Prentice Hall王铁男，企业战略管理，xx，科学出版社xx年9月2日授课时间xx.10. 23、 26、授课形式讲授授课地点4204/ 4312、授课时数2授课题目Chapter2Strategic 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 alogical frameworkfor developingmarketing objectives,using twokey 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 AnsoffGrowth matrixis atool thathelps businessesdecide theirproduct andmarket growth strategy.Ansoffs product/market growthmatrix suggeststhat abusinessattempts togrow dependon whetherit marketsnew or existing productsin neworexistingmarkets.The outputfrom theAnsoff product/market matrixis aseries ofsuggested growthstrategies thatset thedirection forthe businessstrategy.These aredescribed below:Market perationMarket perationis thename givento agrowth strategywhere the business focuseson sellingexisting products into existingmarkets.Market perationseeks to achieve fourmain objectives:Maintain orincrease the market shareof currentproductsthis canbe achievedby abination ofpetitive pricingstrategies,advertising,sales promotionand perhapsmore resourcesdedicated topersonal sellingSecure dominanceof growthmarketsRestructure amature marketby drivingout petitors;this wouldrequire amuch moreaggressive promotionalcampaign,supported bya pricingstrategy designedto makethemarketunattractive forpetitorsIncrease usageby existingcustomersfor exampleby introducingloyalty schemesA marketperation marketingstrategy isvery muchabout“business asusual”.The businessis focusingon marketsandproductsit knowswell.It islikely tohave goodinformation onpetitors andon customerneeds.It isunlikely,therefore,that thisstrategy willrequire muchinvestment in new marketresearch.Market developmentMarket developmentis thename givento agrowth strategywhere thebusiness seeksto sellits existingproductsintonew markets.There aremany possibleways ofapproaching thisstrategy,including:New geographicalmarkets;for exampleexporting theproduct toa newcountryNew productdimensions orpackaging:for exampleNew distributionchannelsDifferent pricingpolicies toattract differentcustomers orcreate newmarket segmentsProduct developmentProduct developmentis thename giventoagrowth strategywhere abusiness aimsto introducenew productsinto existingmarkets.This strategymay requirethe developmentof newpetencies andrequires thebusiness todevelop modifiedproducts whichcan appealto existingmarkets.Diversification Diversificationis thename givento thegrowthstrategywhere abusiness marketsnew productsinnewmarkets.This isan inherentlymore riskstrategy becausethebusinessis movinginto marketsin whichit haslittle orno experience.For abusiness toadopt adiversification strategy,therefore,it musthave aclear ideaabout whatit expectsto gainfrom thestrategy andan honestassessment ofthe risks.安索夫矩阵是以2X2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 Peration）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度和广度，推出新一代或是相关的产品给现有的顾