学习任务3-1学习营销分析模拟（英）

orotherwebsite,readingtheelectricitytraderstosurveyreportof2020yearChina,understandChina'selectricitybusinesssituationinrecentyears,1.Logontohttps:///dy/article/GBH4NQCK0514BOS2.html

2.Loginhttps://searchfor"cross-bordere-survey of jobother relevantcommerceoperation",andconductaresponsibilities,jobrequirementsandinformation.Pleasenotlimitedtotheabovetwowebsitesforrelevantinformationquery,andaccordingtothequeryresults,analyzetheadvantagesanddisadvantagesofcross-bordere-commerceoperationpositions,aswellasthemainpointsofcompetition,risks,etc.PPTdownloadhttp://www.1ppt.com/xiazai/Marketingisasystematictool,anddifferentanalyticaltoolsareusedindifferentprocessesorindifferentareasofanalysis.Therearemorethan30widelyrecognizedrepresentativemarketinganalysistheoriesormodels,whichcananalyzethemarketingofenterprisesfromthestrategiclevel,themarketlevel,theconsumerlevelandtheinternalcontrollevel.Thefollowingisabriefintroductiontothe12mostcommonlyusedmarketinganalysistools.PPTdownloadhttp://www.1ppt.com/xiazai/1.Porter'sFiveForcesanalysismodel2.SWOTmatrixanalysismodelPorter'sFiveforcesanalysismodelismainlyusedfortheanalysisofenterprisemarketingcompetitivestrategy,thisanalysismethodcanalsobeusedfortheanalysisofentrepreneurialability.Thismodelaimsatfourdimensionstomakeacomprehensivediagnoenterprises.PPTdownloadhttp://www.1ppt.com/xiazai/3.STPtheoreticalanalysismodel4.4PmarketingmixtheoreticalanalysismodelSTPanalysismodelismainlyusedtoanalyzethetargetmarketpositioningandproductpositioningintheenterprisemarketingstrategy.The"fourPs"ofmarketingrefertoProduct,Place,PriceandPromotion.PPTdownloadhttp://www.1ppt.com/xiazai/5PESTmodel6.AISASconsumerbehavioranalysismodelPESTanalysisreferstotheanalysisofthemacroenvironment,aimingatallthemacrofactorsaffectingtheindustryandenterprises.AISASmodelisaimedatthechangeoftraditionalshoppingbehaviorcausedbytheInternet.PPTdownloadhttp://www.1ppt.com/xiazai/7.GEmomentmatrixanalysismodelBostonBCGmatrixanalysis

modelBlackarearepresentsgrowthanddevelopmentstrategy,advantageousresourcestilt;Darkgrayareasindicatemaintainingortargetedselectionofdevelopment,maintainingscaleandadjustingdevelopmentdirection.Lightgrayareasindicatestop,transferandretreatstrategies,whichdonotconsumeresources.TheBostonMatrixassessesthebenefitsofanareaofbusinessactivitybasedontwokeyobjectivecriteria.PPTdownloadhttp://www.1ppt.com/xiazai/9.3CStrategicmodel10.6W2HAnalysisModelThe3CStrategicTriangleModel(the3Cmodel)wasproposedbyKenichiOhmae,aleadingfigureinJapanesestrategicstudies.The6w2hanalyticalmodelisageneralstrategicanalysismethod.PPTdownloadhttp://www.1ppt.com/xiazai/11.Businessmodelcanvasanalysis12.Userportrait

analysismodelThisanalysistoolissuitableforalltypesofenterprisesatallstagesofdevelopment.TheessenceofaUserProfileisadescriptionofuserneeds.Itisamodelthatdescribesuserneeds.(1)ThebasicmeaningofSWOTanalysis(2)ContentofSWOTanalysisClicktoenterthespecifictextinthiscolumn,conciseandtothepointtoexplainthecontentoftheitems.(3)ThemethodofapplyingSWOTanalysismodel.(4)The operationstepsofapplyingSWOTanalysismodel(2)SWOTanalysismodelexplainthecontentoftheitems.isfieldtoexplaintheitemcontentconciselyCliancktoenterthespecifictextofthdtothepoint.(I)Thebasic

meaningofSWOToeantnerathleysspiescifictextinthiscolumn,conciseandtothepointtoSWOTanalysisisalsoknownassituationanalysisorDawesmatrix.CompetitiveadvantagestreghtsCompetitivedisadvantageweaknessMarketopportunitiesopportunitiesMarketthreatsthreats(2)ContentsofSWOTanalysisThefirstisopportunityandthreatanalysis,thesecondisstrengthandweaknessanalysis.(3)ThemethodofapplyingSWOTanalysismodel2.ProblematiclicktoenterthespecifictextinthisfieldtoexplaintheitemCcontentsuccinctly.Clicktoenterthespecifictextofthisfieldtoexplaintheitemcontentconciselyandtothepoint.(4)TheoperationstepsofapplyingSWOTanalysismodel1.Identifywhatthecurrentstrategyis?2.Identifychangesintheexternalenvironmentofthebusiness.3.Identifythecompany'skeycapabilitiesandkeyconstraintsbasedonthecompany'sresourcemix.4.Makeanobjectiveevaluationaccordingtoagenericmatrixorsimilar.5.PositiontheresultsonaSWOTanalysischart.6.Suggestmarketingplansorstrategicadjustmentsbasedontheresults.SWOTanalysismodel(I)WhatisPorter'sFiveForcesModel(2)AnalysiscontentofPorter'sFiveForcesModel2.Clicktoenterthetitlecontent 1.Clicktoenterthetitlecontent3.Clicktoenterthetitlecontent4.Clicktoenterthetitlecontent2.Clicktoente3.Clicktoenterthetitlecontentrthetitlecontent(I)WhatisBostonMatrix?BostonMatrix(BCGMatrix),alsoknownasmarketgrowthrate-relativemarketsharematrix,1B.ColiscktotonenCteornthseutilttleincogntGenrtoupmethod,fourquadrantana4.lyClsiciks,topernotedrtuhcettitsleecroientsensttructuremanagementmethod,etc.1.Clicktoenterthetitlecontent2.Clicktoenterthetitlecontent3.Clicktoenterthetitlecontent4.Clicktoenterthetitlecontent(2)ThebasicapplicationofBoston

matrixExampleofBostonMatrixcrescentrule1Rulenumberone:Successfulcrescentrings.LawTwo:LawofBlackBallFailure.Law3:GoNorthwest.Law4:LawofActiveMovementSpeed.1.Clicktoenterthetitlecontent2.Clicktoenterthetitlecontentnterthetitlec(3)ApplyBostonmatrixanalysistoadjuststrategicobjectivesTypeofproductFeaturesCorrespondingstrategiesStartypeHighgrowthrate,highmarketshareIncreasedinvestmenttosupportdevelopmentCashcowLowgrowthrate,highmarketsharetheMaintainstatusquoandsupportdevelopmentofotherproductsProblemtypeHighgrowthrate,lowmarketshareSelectiveinvestmentstrategyThindogtypeLowgrowthrate,lowmarketshareRetreatgraduallyandtransferremainingresources1.mentstrategy2.Devel4o.CplicktoeMaintenontentancestrategy3.Harveststrategy4.Abandonmentstrategy(1)TheconceptofuserportraitUserportrait,thatis,userinformationlabeling,isbasedonthecollectionandanalysisofalargenumberofrelevantdataoftargetusers.TheconceptofuserportraitwasfirstdevelopedbyAlanCoopr,thefatheroftheinteractiondesigner.(2)TheapplicationofuserportraitinmarketingMarketsegmentationbasedonuserportrait.Intraditionalmarketing,thecommonlyusedsegmentationcriteriaincludegeographicalfactors,demographiccharacteristics,psychologicalfactorsandbehavioralfactors.Identifytargetusergroupsbasedonuserprofiles.Toselectthetargetmarketbasedontheuserportrait,bigdataanalysiscanbeusedtoensurethatthescaleofthetargetmarketisconsistentwiththebusinesscapacityoftheenterprise,andthemarketsegmentswithtoosmallmarketspacecanbeeliminated.Achieveaccuratemarketpositioningbasedonuserportrait;.Marketerscanusetheuserportraittofindtheintersectionbetweenthecoreneedsofusersandtheproductfeaturesoftheenterprise,andthenfindtheunmetuserneedsofcompetitorsintheintersection,asthepositioningsetoftheenterprise.Accurateinformationpushcanbeachievedbasedonuserportraits.Intraditionalmarketing,becauseoftheignoranceoftargetconsumers,inordertoobtainthebestpublicityeffect,enterprisescanonlyexpandthecoverageofadvertisingasmuchaspossible,whichisexpensiveforenterprises.(3)Theconstructionofuserportraitisusuallydividedintothreestages:Userdatatagging(3)T(h1e)cTonhsetructionoftheuserportraitisudseuafillnyitthiorenesotafgesmarketingDataacquisitionandprocessingBuilduserportraitmodel.BuildauserportraitmodelClicktoenterthespecifictextofthisfield,concisedescriptionofthecontentoftheitems.CasesofunfaircompetitiondisputebetweenShanghaiHantaoInformationConsultingCo.,Ltd.andBeijingBaiduNetcomTechnologyCo.,LTDHantaoistheoperatorofD().Dianpingprovidesonlineuserswithmerchantinformation,consumptionevaluation,discountinformation,groupbuyingandotherservices,andhasaccumulatedalargenumberofconsumers'evaluationinformationonmerchants.The"UserAgreement"ofDianpingincludes:ByacceptingthisAgreement,anyUsershallvoluntarilyassigntoDoperator,freeofcharge,thepropertyrightsinanyformofinformationpublishedontheWebsiteatanytimeandothertransferablerightsthatshallbeenjoyedbycopyrightowners,andshallgrantDtherighttobringlawsuitsagainstanysubjectandobtaincompensation.BaiduInc.makesextensiveuseofDianping'scommentinformationinitsBaiduMapandBaiduKnow.HantaobelievesthatBaidu'sbehaviorreplacesthecontentprovidedbyDianpingtousers,thusBaiduquicklygainsusersandtraffic,grabsHantao'smarketshare,reducesHantao'scompetitiveadvantagesandtradingopportunities,andcauseshugelossestoHantao.Itsbehaviorviolatedtherecognizedprinciplesofbusinessethicsandgoodfaithandconstitutedunfaircompetition.HantaothenappealedtothecourttoorderBaidutostoptheunfaircompetition,eliminatetheimpactandcompensatemorethan90millionyuanindamages.Baidubelievesthatthereisnocompetitiverelationshipbetweenthetwoparties,andBaiduusestheinformat