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SAATCHI&SAATCHIADVERTISING发布会策划执行上海发布会策划执行发布会策划执行2.StrategyBasicsSaatchi&SaatchiTrainingSAATCHI&SAATCHIADVERTISING发布会策划执行Definitions:StrategyStratagem:AnartificeortrickdesignedtooutwitandsurprisetheenemyAdeviceorschemeforgainingadvantageStrategy:Theartofacommander-in-chief;projectinganddirectingthelargermilitarymovementsandoperationsofacampaignGeneralshiportheartofconductingacampaign;artificeorfinessegenerally活动策划发布会策划执行Tactics:Thescienceorartofmaneuveringinpresenceoftheenemy;purposefulprocedureDefinitions:TacticsSAATCHI&SAATCHIADVERTISING发布会策划执行Strategydiffersmateriallyfromtactics;thelatterbelongingonlytothemechanicalmovementofbodiessetinmotionbytheformerWhat’sthedifference?会务公司发布会策划执行ShangchangruzhanchangMarketingasWarfareSAATCHI&SAATCHIADVERTISING发布会策划执行The36StrategiesNotanewideainChinaSAATCHI&SAATCHIADVERTISING发布会策划执行BingFa:SunTzuTeiWangGungWuTzuSunBin(Andacoupleofhundredothers)NotanewideainChinaSAATCHI&SAATCHIADVERTISING发布会策划执行Knowwhentofight,andwhennottoObtainthewholeheartedsupportofyourtroopsBepreparedtoseizefavourableopportunitiesFreeyourselffrominterferencebysuperiorsWhenthetimeisright,actdecisivelyandswiftlySunTzu:FiveEssentialComponentsofVictorySomeChineseIdeasonStrategySAATCHI&SAATCHIADVERTISING发布会策划执行ThehighestformofvictoryistoconquerbystrategyTheopportunityforvictoryisprovidedbytheenemyBasicelementscombineintouniquestrategiesKeepplansasdarkasnight,movelikeathunderboltAttackwhen(&where)theenemyisleastpreparedSunTzu:SomeChineseIdeasonStrategySAATCHI&SAATCHIADVERTISING发布会策划执行Knowyourself,Knowyourenemy.100battles,100victoriesSunTzu:SomeChineseIdeasonStrategySAATCHI&SAATCHIADVERTISING发布会策划执行StrategystartswithaMapBrandBBrandCBrandDBrandEWherewearenowWherewewanttobeSAATCHI&SAATCHIADVERTISING发布会策划执行•Thestrategicprocessconsistsof:•Definingwhereweare•Identifyingwherewecouldgo•Selectingwherewewanttogo•Identifyinghowtogetthere•Mapshelpshowthissimply,andpointtheway•Gettingthemaprightisagreatstart•YoucanmapanythingStrategystartswithaMapSAATCHI&SAATCHIADVERTISING发布会策划执行•Greatbrandsareslantedinthemindsofconsumers•Givingthemuniqueterritorytoown&defend:eitherrationaloremotional•Leadershipisperceptual;advertisinghelpscreateenduringadvantagesforbrandsBrandBBrandCBrandDBrandEWherewearenowWherewewanttobePositioningisStrategySAATCHI&SAATCHIADVERTISING发布会策划执行TheBusinessModel•AnUmbrellaorTentbroadenoughtocovereverythingthecompanywantstodo•Toooftenawishlist•Basedonme-too?thinkingTacticsTacticsStrategyTopDownTacticsStrategySAATCHI&SAATCHIADVERTISING发布会策划执行TheMilitaryModel•Muchmorehard-nosed•Basedonwhatislikelytosucceed•Coreelements:surprise/focussedforceTacticStrategyStrategyBottomUpSAATCHI&SAATCHIADVERTISING发布会策划执行AfterMichaelPorterSTRATEGICADVANTAGECost/ProductivityLeadershipFocus/NicheLeadershipProduct/ServiceLeadershipLowCostPositionParticularSegment(s)OnlyMarket-wideUniquenessPerceivedbyCustomerThreeGenericBusinessStrategiesSAATCHI&SAATCHIADVERTISING发布会策划执行PRO-ACTIVESTRATEGIESFocus/NicheLeadershipProduct/ServiceLeadershipMarketLeaderREACTIVESTRATEGIESChallengerorFollowerCompetitionAvoiderStrategiesforCompetitiveAdvantageSAATCHI&SAATCHIADVERTISING发布会策划执行PRO-ACTIVESTRATEGIESFocus/NicheLeadershipProduct/ServiceLeadershipMarketLeaderREACTIVESTRATEGIESChallengerorFollowerCompetitionAvoiderMarketExpansionShareProtectionPre-emptiveActionStrategiesforCompetitiveAdvantageSAATCHI&SAATCHIADVERTISING发布会策划执行PRO-ACTIVESTRATEGIESFocus/NicheLeadershipProduct/ServiceLeadershipMarketLeaderREACTIVESTRATEGIESChallengerorFollowerCompetitionAvoiderMarketExpansionShareProtectionPre-emptiveActionCover/blockcompetitivemovesStrategiesforCompetitiveAdvantageSAATCHI&SAATCHIADVERTISING发布会策划执行PRO-ACTIVESTRATEGIESFocus/NicheLeadershipProduct/ServiceLeadershipMarketLeaderREACTIVESTRATEGIESChallengerorFollowerCompetitionAvoiderMarketExpansionShareProtectionPre-emptiveActionHeadtoHeadFlankingStrategiesEncirclementCover/blockcompetitivemovesStrategiesforCompetitiveAdvantageSAATCHI&SAATCHIADVERTISING发布会策划执行PRO-ACTIVESTRATEGIESFocus/NicheLeadershipProduct/ServiceLeadershipMarketLeaderREACTIVESTRATEGIESChallengerorFollowerCompetitionAvoiderMarketExpansionShareProtectionPre-emptiveActionHeadtoHeadFlankingStrategiesEncirclementCover/blockcompetitivemovesFollowtheleaderStrategiesforCompetitiveAdvantageSAATCHI&SAATCHIADVERTISING发布会策划执行PRO-ACTIVESTRATEGIESFocus/NicheLeadershipProduct/ServiceLeadershipMarketLeaderREACTIVESTRATEGIESChallengerorFollowerCompetitionAvoiderMarketExpansionShareProtectionPre-emptiveActionHeadtoHeadFlankingStrategiesEncirclementMarketNicheBy-PassCompetitionCover/blockcompetitivemovesFollowtheleaderStrategiesforCompetitiveAdvantageSAATCHI&SAATCHIADVERTISING发布会策划执行PRO-ACTIVESTRATEGIESFocus/NicheLeadershipProduct/ServiceLeadershipMarketLeaderREACTIVESTRATEGIESChallengerorFollowerCompetitionAvoiderMarketExpansionShareProtectionPre-emptiveActionHeadtoHeadFlankingStrategiesEncirclementMar