奥美策略行销工具箱

策略行销工具箱

StrategicMarketingToolBox(1)JeanLinSeptember1998MuchofthematerialinthisfilehasbeenjointlydevelopedbyColinBenjaminoftheHorizonsNetworkandIanStrachanofOgilvy&Mather.CopyrightisretainedbyColinBenjaminandOgilvy&MatherAsiaPacificBASICTOOLKITWHYWHATWHOI乱流改变五大要素九宫格AEIOU竞争优势策略意图乱流(Turbulence)定义：当你经验某种完全无法预知的状况之时，你就会产生"乱流"。Definition:experiencingsomethingtotallyunsettlingthatyoucan’tpredict.了解“乱流度”能帮助我们推知产业或消费者，为何产生某种反应，以及如何帮助他们处在比较"舒适"的乱流度中。乱流的来源(SourceofTurbulence)模棱两可Ambiguity复杂Complexity似是而非Paradox不连续性Discontinuity不确定Uncertainty机会Opportunity惊奇Surprise乱流Turbulence=+++==乱流(Turbulence)如果你习惯较低的乱流度，你会Ifwearepersonallymorecomfortableatlowerlevelsofturbulence如果你习惯较高的乱流度，你会Ifwearepersonallymorecomfortableathigherlevelsofturbulence

改变"改变"可以帮助我们清楚的思考和分析企业、组织、或市场的变革判断和预测改变的结果“Change”canhelpustounderstandandanalyzechangesthatoccurinorganisationandinthemarket.改变的压力清楚的远景改变的能力可行的具体下一步改变+++持续力+缺一不可

Youcan’tdowithouteachoneofthem改变的压力PressureforChange改变的压力PressureforChange改变的压力PressureforChange改变的压力PressureforChange清楚的远景ClearSharedVision清楚的远景ClearSharedVision清楚的远景ClearSharedVision改变的能力CapacityforChange改变的能力CapacityforChange改变的能力CapacityforChange可行的具体下一步ActionablefirstSteps可行的具体下一步ActionablefirstSteps可行的具体下一步ActionablefirstSteps持续力SustainedMomentum持续力SustainedMomentum持续力SustainedMomentum改变的能力CapacityforChange可行的具体下一步ActionablefirstSteps持续力SustainedMomentum清楚的远景ClearSharedVision不是优先处理的事Bottomoftheprioritylist随意发生的事Random&haphazardefforts焦虑和挫折Anxiety&Frustration只有热情别无他物Hotair¬muchelse头重脚轻,见光死Afaststartthatfizzlesanddies++++=++++=++++=++++=++++=购买者Buyers供应商Suppliers新进入市场的威胁Treatofnewentrants购买者的议价能力Bargainingpowerofbuyers供应商的议价能力Bargainingpowerofsuppliers替代品的威胁Threatofsubstituteproductsorservices行业的竞争者Industrycompetitors替代品Substitutes潜在的进入者Potentialentrants

决定行业获利的五大要素

现存竞争者密集度IntensifyofRivalryO&MRef:TN/SM/STRMKTOL/rcBuyersSuppliersTreatofnewentrantsBargainingpowerofbuyersBargainingpowerofsuppliersThreatofsubstitutesIndustrycompetitorsSubstitutesNewentrantsIntensifyofRivalryEntryBarriersEconomicsofscaleProprietaryproductdifferencesBrandidentitySwitchingcostsCapitalrequirementsAccesstodistributionAbsolutecostadvantages-proprietarylearningcurve-accesstonecessaryinputs-proprietarylow-costproductiondesignGovernmentpolicyExpectedretaliationRivalryDeterminantsIndustrygrowthFixed(orstorage)costs/valueaddedIntermittentovercapacityProductdifferencesBrandidentitySwitchingcostsConcentrationandbalanceInformationalcomplexityDiversityofcompetitorsCorporatestakesExitbarriersEntryBarriersDifferentiationofinputsSwitchingcostsofsuppliersandfirmsintheindustryPresenceofsubstituteinputsSupplierconcentrationImportanceofvolumetosupplierCostrelativetototalpurchasesintheindustryImpactofinputsoncostordifferentiationThreatofforwardintegraionrelativetothreatofbackwardintegrationbyfirmsintheindustryBargainleverageBuyerconcentrationversusfirmconcentrationBuyervolumeBuyerswitchingcostsrelativetofirmswitchingcostsBuyerinformationAbilitytobackwardintegrateSubstituteproductsPull-throughPricesensitivityPrice/totalpurchasesProductdifferencesBrandidentityImpactonquality/performanceBuyerprofitsDecisionmakers’’incentivesDeterminantsofBuyerPower竞争对手无法法赶上的竞争争优势这个工具帮助助我们思考目目前的状况，，明天的状况况，和未来的的状况。提醒醒我们不要只只去思考眼前前的问题，也也能预留未来来胜利的空间间和方向Thistoolhelpsustoevaluatewherewearetoday,wherewillwebetomorrow,andwherewewillbeinthefuture.Itenablesustohaveabroaderviewofthewholepictureandtomarchoninameaningfulfuturedirection.竞争优势CompetitiveEdge比较性的优点点ComparativeAdvantage"比较好”Somethingbetter具竞争性的长长处CompetitiveAdvantage不同的特性让让我们的对手手今日无法赶赶上我们Somethingdifferentwhichcompetitorscan'tmatchtoday竞争性的优势势CompetitiveEdge竞争者无法追追上我们，因因为消费者的的认知已被我我们改变Competitorscan’’tcatchupbecausecustomers’perceptionshavebeenchanged策略的意图想象一个远景景Envisagesadesiredleadership计划达成远景景的中间步骤骤Plansfortheinterimstepstogetthere如此可将组织织的注意力放放在“求胜”的本质上Focusestheattentionoftheorganisationoftheessenceofwinning例子Example国泰航空不同同阶段的意图图营运OperationsCulture具竞争力CompetitiveCulture顾客导向CustomerCulture本世纪最棒的的航空公司Bestofthedecade策略的意图:CathayPacific“Wedoabetterjob”OPERATION“BESTSQUABA”COMPETITIVE“IalwayspreferCathayPacific”CUSTOMERBESTAIRLINEOFDECADE1993/941994/95/961997/981999九宫格:Urgency/ImpactMatrixThStrategicIssuesMatrixisasimpletoolforagroupusetoagreeprioritiesbetweenanumberofissuesoractionproposals.Beforeratingeachitem,makesuretheowneroftheitemclarifiesittothegroupsotherearenomisunderstandings.Thegroupareinvitedtocalltheirratingsforbothimpactandurgency.Thescoreforimpactshouldalwaysbecalledfirstthenthescoreforurgencysecond.Thefacilitatorshouldstartwiththemarkeron5.5position.Rememberthatwearelookingforanaverageofallthecalls.Resistthetemptationtobeoverlyinfluencedbythelastcallorbythecallofthemostseniorpersonpresent.Listenforthecallsofthemostseniorpersonpresent.Listenforthecallsofthequietermembersofthegroup.Whentherearenomorebids,markthepointandmoveon.Whenthegroupispolarisedonanissue,marktheminorityviewaswellasthemajorityview.Andgivetheminorityachancetobringitupagainasabackwallissue.当一群人有很很多个想法，，需要寻求优优先顺序时使使用的工具StrategicImpactMatrix策略性冲击方方阵MONITORQUARTERLY每季监看结果HALFYEARLYREVIEW半年后再看RECONSIDER以后再说吧PLANONEMONTHRESPONSE一个月后做ALLOCATERESPONSIBLE-ITIES分派责任归属ANNUALREVIEW半年后再看ACTNOW现在做PLANTHREEMONTHRESPONSE三个月后做MONITORQUARTERLY每季监看结果789456123URGENCY紧急度123456789IMPORTANCE

重要度AEIOU团队合作的五五大元素A Administration行政管理才能能E Entrepreneur创业家的精神神I Integration整合的能力O Output产出的能力U Understanding了解周围环境境的能力I团队合作AEIOU好的团队必须须具备上述的的人才及专长长才有可能顺利利前行当你已经拥有有清楚的策略略意图时必须思考运用用那一种人力力资源是最值值得和最有效效的I谢谢12月月-2221:15:2421:1521:1512月月-2212月月-2221:1521:1521:15:2412月月-2212月月-2221:15:242022/12/2321:15:249、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。12月月-2212月月-22Friday,December23,202210、雨中黄黄叶树，，灯下白白头人。。。21:15:2421:15:2421:1512/23/20229:15:24PM11、以我独沈久久，愧君相见见频。。12月-2221:15:2421:15Dec-2223-Dec-2212、故人江海海别，几度度隔山川。。。21:15:2421:15:2421:15Friday,December23,202213、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。12月月-2212月月-2221:15:2421:15:24December23,202214、他乡生白发发，旧国见青青山。。23十二月月20229:15:24下午21:15:2412月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。。十二月月229:15下下午午12月月-2221:15December23,202216、行动动出成成果，，工作作出财财富。。。2022/12/2321:15:2421:15:2423December202217、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。9:15:24下下午9:15下下午21:15:2412月-229、没有失失败，只只有暂时时停止成成功！。。12月-2212月-22Friday,December23,202210、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。21:15:2421:15:2421:1512/23/20229:15:24PM11、成成功功就就是是日日复复一一日日那那一一点点点点小小小小努努力力的的积积累累。。。。12月月-2221:15:2421:15Dec-2223-Dec-2212、世世间间成成事事，，不不求求其其绝绝对对圆圆满满，，留留一一份份不不足足，，可可得得无无限限完完美美。。。。21:15:2421:15:2421:15Friday,December23,202213、不不知知香香积积寺寺，，数数里里入入云云峰峰。。。。12月月-2212月月-2221:15:2421:15:24December23,202214、意志志坚强强的人人能把把世界界放在在手中中像泥泥块一一样任任意揉揉捏。。23十十二二月20229:15:24下下午21:15:2412月月-2215、楚塞塞三湘湘接，，荆门门九派派通。。。。。十二月月229:15下下午午12月月-2221:15December23,202216、少年年十五五二十十时，，步行行夺得得胡马马骑。。。2022/12/2321:15:2421:15:2423December202217、空山新新雨后，，天气晚晚来秋。。。9:15:24下午午9:15下午午21:15:2412月-229、杨柳散散和风，，青山澹澹吾虑。。。12月-2212月-22Friday,December23