营销管理 科特勒 第中国设立定位和应对竞争PPT学习教案

1、会计学1Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-2第1页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-3第2页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-4第3页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice

2、Hall 8-5第4页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-6宣传类别的优势宣传类别的优势与榜样作比较与榜样作比较依靠产品解说词依靠产品解说词第5页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-7相关性相关性有特色有特色可信性可信性第6页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-8

3、可行性可行性可传播可传播可持续性可持续性第7页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-9产品产品渠道渠道品牌形象品牌形象人员人员第8页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-10第9页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-11第10页/共34页Copyright 2009

4、Pearson Education, Inc. Publishing as Prentice Hall 8-12行业行业产品产品细分市场细分市场地区地区能力能力垂直渠道垂直渠道第11页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-13总成本领先总成本领先差异化差异化聚焦聚焦第12页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-14潜在的新竞争者潜在的新竞争者（流动性的威胁（流动性的威胁）同行业

5、竞争者同行业竞争者(细分市场内竞争细分市场内竞争) 替代产品替代产品（替代产品的威（替代产品的威胁）胁） 供应商供应商(供应能力供应能力) 购买者购买者(购买能力购买能力)第13页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-15第14页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-16第15页/共34页Copyright 2009 Pearson Education, Inc. Publis

6、hing as Prentice Hall 8-17战略群体战略群体A 产品线狭窄产品线狭窄 生产成本较低生产成本较低 服务质量高服务质量高 价格高价格高战略群体战略群体C 产品线中等产品线中等 生产成本中等生产成本中等 服务质量中等服务质量中等 价格中等价格中等战略群体战略群体B 产品线全面产品线全面 生产成本低生产成本低 服务质量好服务质量好 价格中等价格中等战略群体战略群体D 产品线广泛产品线广泛 生产成本中等生产成本中等 服务质量低服务质量低 价格低价格低高高质量质量低低高高低低垂直一体化垂直一体化第16页/共34页Copyright 2009 Pearson Education, I

7、nc. Publishing as Prentice Hall 8-18市场份额市场份额心理份额心理份额情感份额情感份额第17页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-19第18页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-20第19页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-21

8、个人电脑个人电脑工业与商工业与商业业教育教育个人用户个人用户硬件配件硬件配件软件软件第20页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-22第21页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-23进攻者进攻者3. 先发制人防御先发制人防御4. 反击防御反击防御防御者防御者6. 收缩防御收缩防御2. 侧翼防御侧翼防御5. 运动防御运动防御1. 阵地阵地防御防御第22页/共34页Copyrig

9、ht 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-24市场挑战者市场挑战者市场市场补缺者补缺者市场追随者市场追随者第23页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-25第24页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-26正面攻击正面攻击包围供给包围供给迂回攻击迂回攻击侧翼攻击侧翼攻击游击战游击战第25页/共34

10、页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-27第26页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-28造假者造假者仿制者仿制者模仿者模仿者改造者改造者第27页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-29第28页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-30产品或服务联盟产品或服务联盟促销联盟促销联盟物流联盟物流联盟定价联盟定价联盟第29页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-31第30页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-3