1、第九章 競(jìng)爭(zhēng)性市場(chǎng)營(yíng)銷戰(zhàn)略6/27/20221第九章競(jìng)爭(zhēng)性市場(chǎng)營(yíng)銷戰(zhàn)略第一節(jié) 競(jìng)爭(zhēng)者分析第二節(jié) 確定競(jìng)爭(zhēng)對(duì)象與戰(zhàn)略原那么第三節(jié)競(jìng)爭(zhēng)性地位的分析與競(jìng)爭(zhēng)戰(zhàn)略本章結(jié)構(gòu)提示6/27/20222學(xué)習(xí)目標(biāo)掌握競(jìng)爭(zhēng)者分析的內(nèi)容。了解競(jìng)爭(zhēng)者的特點(diǎn)，明確如何確定競(jìng)爭(zhēng)對(duì)象和競(jìng)爭(zhēng)戰(zhàn)略。理解競(jìng)爭(zhēng)性地位的分析思路，了解市場(chǎng)領(lǐng)導(dǎo)者、市場(chǎng)挑戰(zhàn)者、市場(chǎng)跟隨者及市場(chǎng)利基者的戰(zhàn)略。6/27/20223第一節(jié) 競(jìng)爭(zhēng)者分析識(shí)別競(jìng)爭(zhēng)者判定競(jìng)爭(zhēng)者的戰(zhàn)略分析競(jìng)爭(zhēng)者的目標(biāo)評(píng)估競(jìng)爭(zhēng)者的優(yōu)劣勢(shì)預(yù)測(cè)競(jìng)爭(zhēng)者的反響模式6/27/20224一、識(shí)別競(jìng)爭(zhēng)者從產(chǎn)品替代性識(shí)別競(jìng)爭(zhēng)者從行業(yè)結(jié)構(gòu)識(shí)別競(jìng)爭(zhēng)者從市場(chǎng)需求識(shí)別競(jìng)爭(zhēng)者6/27/20225從產(chǎn)品替代性識(shí)別競(jìng)

2、爭(zhēng)者6/27/20226從行業(yè)結(jié)構(gòu)識(shí)別競(jìng)爭(zhēng)者6/27/20227決定行業(yè)結(jié)構(gòu)的主要因素6/27/20228銷售商數(shù)量及產(chǎn)品差異程度1個(gè)銷售商少數(shù)銷售商許多銷售商無差別產(chǎn)品完全壟斷完全寡頭壟斷完全競(jìng)爭(zhēng)有差別產(chǎn)品不完全寡頭壟斷壟斷競(jìng)爭(zhēng)6/27/20229業(yè)務(wù)范圍導(dǎo)向與競(jìng)爭(zhēng)者識(shí)別6/27/202210技術(shù)導(dǎo)向與競(jìng)爭(zhēng)者識(shí)別6/27/202211需求導(dǎo)向與競(jìng)爭(zhēng)者識(shí)別6/27/202212顧客導(dǎo)向與競(jìng)爭(zhēng)者識(shí)別6/27/202213從市場(chǎng)需求識(shí)別競(jìng)爭(zhēng)者6/27/202214二、判定競(jìng)爭(zhēng)者的戰(zhàn)略6/27/202215 三、分析競(jìng)爭(zhēng)者的目標(biāo)6/27/202216四、評(píng)估競(jìng)爭(zhēng)者的優(yōu)勢(shì)與劣勢(shì)收集信息分析評(píng)價(jià)定點(diǎn)超越

3、6/27/202217營(yíng)銷視野定點(diǎn)超越6/27/202218營(yíng)銷技能用游擊式的營(yíng)銷調(diào)研 智勝競(jìng)爭(zhēng)者16/27/202219營(yíng)銷技能用游擊式的營(yíng)銷調(diào)研 智勝競(jìng)爭(zhēng)者26/27/202220五、預(yù)測(cè)競(jìng)爭(zhēng)者的反響模式6/27/202221第二節(jié) 確定競(jìng)爭(zhēng)對(duì)象 與戰(zhàn)略原那么6/27/202222一、顧客價(jià)值分析6/27/202223二、確定攻擊對(duì)象和回避對(duì)象6/27/202224三、企業(yè)市場(chǎng)競(jìng)爭(zhēng)的戰(zhàn)略原那么6/27/202225第三節(jié)競(jìng)爭(zhēng)性地位的分析與競(jìng)爭(zhēng)戰(zhàn)略6/27/202226一、競(jìng)爭(zhēng)性地位的分析16/27/202227一、競(jìng)爭(zhēng)性地位的分析26/27/202228假設(shè)的市場(chǎng)結(jié)構(gòu)10%20%30%40

4、%市場(chǎng)領(lǐng)導(dǎo)者市場(chǎng)挑戰(zhàn)者市場(chǎng)追隨者市場(chǎng)利基者市場(chǎng)份額6/27/202229二、市場(chǎng)領(lǐng)導(dǎo)者戰(zhàn)略6/27/202230擴(kuò)大市場(chǎng)份額反壟斷法經(jīng)營(yíng)本錢營(yíng)銷策略本錢市場(chǎng)份額贏利6/27/202231案例寶潔公司的戰(zhàn)略 。6/27/202232 三、市場(chǎng)挑戰(zhàn)者戰(zhàn)略確定戰(zhàn)略目標(biāo)與競(jìng)爭(zhēng)對(duì)手選擇市場(chǎng)挑戰(zhàn)者戰(zhàn)略6/27/202233確定戰(zhàn)略目標(biāo)與競(jìng)爭(zhēng)對(duì)手6/27/202234市場(chǎng)挑戰(zhàn)者戰(zhàn)略6/27/202235四、市場(chǎng)追隨者戰(zhàn)略6/27/202236五、市場(chǎng)利基者戰(zhàn)略理想利基市場(chǎng)的特征市場(chǎng)利基者戰(zhàn)略6/27/202237理想利基市場(chǎng)的特征6/27/202238市場(chǎng)利基者戰(zhàn)略6/27/202239本章結(jié)構(gòu)提示判定競(jìng)爭(zhēng)者的戰(zhàn)略分析競(jìng)爭(zhēng)者的目標(biāo)評(píng)估競(jìng)爭(zhēng)者優(yōu)劣勢(shì)識(shí)別競(jìng)爭(zhēng)者預(yù)測(cè)競(jìng)爭(zhēng)反響模式依據(jù)