合作与建立顾客关系

公司和营销策略：合作与建立顾客关系2-1Objectives目标•Understandcompany-widestrategicplanninganditsfoursteps.•Learnhowtodesignbusinessportfoliosanddevelopstrategiesforgrowthanddownsizing.•Understandmarketing’sroleinstrategicplanningandhowmarketerspartnerwithothers.•解释公司范围的战略计划及其四个步骤。•讨论如何规划业务组合，如何制定成长战略。•解释职能计划战略，并评价营销在战略计划中的地位、作用。2-2Objectives目标•Beabletodescribethemarketingprocessandtheforcesthatinfluenceit.•Learnthemarketingmanagementfunctions,includingtheelementsofthemarketingplan.•描述营销过程和影响因素。•列出营销管理的职能，包括营销计划的要素。2-3CaseStudy案例研究•Knownforfilms,animation,themeparksandcustomerorientation•Parksofferavarietyofattractionsaswellascleanliness,order,andwarmth•Satisfyingthecustomeriseveryone’sjob•Disneyhasgrownviadiversification•SalesandnetincomehavefallenWaltDisneyCompany迪士尼公司Discussion:HowCanDisneyRecover?2-4StrategicPlanning战略计划•Strategicplanningisdefinedas:“Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.”•战略计划的定义如下：“创造并且保持组织的目标能力与组织不断变化的营销机会之间的战略配适的过程。”2-5StrategicPlanning战略计划•Planningactivitiesoccuratthebusinessunit,product,andmarketlevels,andinclude:DefiningthepurposeandmissionSettingobjectivesandgoalsDesigningthebusinessportfolioDevelopingdetailedmarketinganddepartmentalplans•计划行为要在业务单位、产品、和市场三个不同级别上制定。包括：定义公司使命设定公司目标规划业务组合发展详细的营销和部门计划2-6StrategicPlanning战略计划•Missionstatementsshould...serveasaguideforwhattheorganizationwantstoaccomplish.be“market-oriented”ratherthan“product-oriented”.beneithertoonarrow,nortoobroad.fitwiththemarketenvironment.bemotivating.•使命陈述应该指导公司想要完成的任务。是“市场导向”，不是“产品导向”。宽窄适度适应市场环境。有激发性。2-7StrategicPlanning战略计划•Missionstatementsguidethedevelopmentofobjectivesandgoals.Objectivesaredevelopedateachlevelintheorganizationhierarchy.Strategiesaredevelopedtoaccomplishtheseobjectives.•使命陈述引导目的和目标的发展。目标存在于组织层次的每一水平。策略是为了实现这些目标的。2-8StrategicPlanning战略计划•Businessportfolio:“thecollectionofbusinessesandproductsthatmakeupthecompany.”•Designingthebusinessportfolioisakeyelementofthestrategicplanningprocess.•业务`组合：“选择组成企业的商业和产品。”商业组合设计是战略计划进程的关键因素。2-9Analyzethecurrentbusinessportfolio分析当前业务组合•Identifystrategicbusinessunits(SBUs)•AssesseachSBU:TheBCGgrowth-sharematrixclassifiesSBUsintooneoffourcategoriesusingthe:MarketgrowthrateSBU’srelativemarketsharewithinthemarket.•识别战略业务单元（SBU）•接近很一个SBU：波士顿咨询集团成长—份额矩阵将SBU分为四类中的一种，依据为：市场增长率相对市场份额2-10BCGGrowth-ShareMatrixStrategicPlanningHighRelativeMarketShareHighMarketGrowthLowMarketGrowthStarsCashCowsQuestionMarksDogsLowRelativeMarketShare2-11波士顿咨询集团成长—份额矩阵战略计划相对市场份额高市场增长率高市场增长率低明星业务现金牛业务问题业务瘦狗业务相对市场份额低2-12Shapethefuturebusinessportfolio构造未来的业务组合•DeterminethefutureroleofeachSBUandchoosetheappropriateresourceallocationstrategy:BuildHoldHarvestDivest•SBUschangepositionsovertime•决定每一个SBU在未来的角色，并选择相应的资源配置策略：建立持有收获剥夺•SBU的位置随时间而改变2-13StrategicPlanning战略计划•Matrixapproachestoformalplanningsharemanyproblems:Difficult,time-consuming,andcostlytoimplement.Focusonlyoncurrentbusinesses.Toostronglyemphasizemarketsharegrowthorgrowthviadiversification.•用矩阵方法作计划有许多问题：困难、费时、实施起来成本高昂。集中在当前业务上。过于强调市场份额的扩大或是通过进入有吸引力的新市场来获得增长。2-14StrategicPlanning战略计划•Designingthebusinessportfolioalsoinvolves:Developingstrategiesforgrowthbyidentifying,evaluating,andselectingpromisingnewmarketopportunities.Product/marketexpansiongridDevelopingstrategiesfordownsizingthebusinessportfolio.•设计业务组合还涉及：通过识别、评价和选择市场机会，并为成长发展策略。产品/市场扩展方格开发缩小业务组合的策略。2-15Product/MarketExpansionGridStrategicPlanningExistingProductsNewProductsExistingMarketsNewMarketsMarketPenetrationMarketDevelopmentProductDevelopmentDiversification2-16产品—市场扩展方格策略计划现有产品新产品现在市场新市场市场渗透市场开发产品开发多角化2-17PlanningMarketing营销计划•Marketingplaysakeyroleinthestrategicplanningprocess.•MarketersmustpracticeCRMandPartnerRelationshipManagement.Partneringwithotherdepartmentsinthecompanyaswellasotherfirmsinthemarketingsystemhelpstobuildasuperiorvaluedelivery-network.•在策略开发过程中营销占重要角色。•营销者必须进行顾客关系管理和合作关系管理。在营销系统中，与公司内部部门的合作和与外部公司的合作可以帮助建立等于高级价值传统网。2-18Analyzingmarketingopportunities分析市场机会•Thestrategicplanningandbusinessportfolioanalysisprocesseshelptoidentifyandevaluatemarketingopportunities.•Thepurposeofthemarketingprocessistohelpthefirmplanhowtocapitalizeontheseopportunities.•战略计划和业务组合分析过程可以帮助识别和评价营销机会。•营销过程的目的是帮助公司在这些机会中进行资本化。2-19Selectingtargetmarkets选择目标市场•细分过程把总体市场分为细分市场。•营销细分决定定位于哪能些细分市场。•产品的营销定位也随之确定了。•Thesegmentationprocessdividesthetotalmarketintomarketsegments.•Targetmarketingdetermineswhichsegment(s)arepursued.•Themarketpositioningfortheproductisthendetermined.2-20Developingthemarketingmix发展营销组合•竞争对手分析帮助引导竞争营销战略的发展。•策略通过营销组合变为战术：“4Ps”–产品、价格、场所、促销（卖方观点）“4Cs”–顾客选择、成本、便利、沟通（消费者观点）•Competitoranalysisguidescompetitivemarketingstrategydevelopment.•Strategyleadstotacticsbywayofthemarketingmix:The“FourPs”–product,price,place,promotion(sellerviewpoint)The“FourCs”–customersolution,cost,convenience,andcommunication(customerviewpoint)2-21Managingthemarketingeffort营销人员管理•营销分析提供帮助计划、实施和控制的信息•营销计划策略和战术•营销实施将计划转变为行动•营销控制操作控制策略控制营销审计•MarketinganalysisP