产品及品牌组合分析

产品及品牌组合分析ProductandbrandcombinationanalysisBYY_BYY_NJDQEI_140808-00Nanjing.2014August0802021/6/27目录Content产品线规划Productportfolioplanning品牌资产管理Brandequitymanagement全球产品计划Globalproductplanning产品合理化Productrationalization12021/6/27产品线规划Productportfolioplanning战略目标Strategictarget业务目标Businesstarget目标客户需求Targetcustomerdemands产品线规划Productportfolioplanning产品线有多少个产品？Howmanyproductsforproductportfolio?每个产品如何规划？Howtomakeplanningforeachproduct?客户心目中的完整产品包括哪些因素？Whichfactorsconsistofthecompleteproductincustomerheart?如何提高产品的价值主张？Howtoincreasetheproductvalueproposition?利基导向Nicheoriented产品Product产品导向Productoriented产品Product市场细分Marketsegmentation市场细分Marketsegmentation图1.1产品线的导向类型Figure1.1Orientedtypeofproductportfolio市场导向Marketoriented产品Product市场细分Marketsegmentation22021/6/27产品线规划Productportfolioplanning如何寻找竞争差异化Howtofindcompetitiondifferentiation图1.2有形产品的利益Figure1.2Actualproductbenefit图1.3产品整体解决方案利益Figure1.3Productcompletesolutionbenefit32021/6/27产品线规划Productportfolioplanning应用产品版本或解决方案版本应对客户要求不对变化Useproductversioningorsolutionversioningdealwithcustomerrequirementschange正常期待因素Normalexpectationfactors满意因素Satisfactionfactors激励客户因素Stimulatefactorsforcustomers勉强接受因素Reluctantlyacceptfactors不满意因素Non-satisfactionfactors激怒客户因素Infuriatefactorsforcustomers标准

Standard稍有差异Slightlydifference显著差异Obviousdifference正面Positive负面Negative客户态度Customerattitude差异化Differentiation图1.4评估产品差异因素Figure1.4Evaluationproductdifferentiationfactors如何衍生不同的产品版本？Howtoderivedifferentproductversioning?如何提供不同的解决方案版本？Howtoprovidedifferentsolutionversioning?42021/6/27品牌资产管理Brandequitymanagement企业品牌EnterpriseBrand产品线品牌ProductPortfolioBrand事业品牌BusinessBrand事业品牌BusinessBrand事业品牌BusinessBrand产品品牌ProductBrand图1.5品牌结构Figure1.5BrandStructure品牌发展模板Branddevelopmenttemplate描述目标客户Describetargetcustomer确定差异Definedifference确定品牌个性Definebrandpersonality确定客户相信你承诺的内容Definethepromisedcontentswhichcustomerbelieve将承诺转换成绩效标准Changepromisetoperformancestandard评估深度和范围Evaluatedepthandscope52021/6/27全球产品计划Globalproductplanning进行全球性思考，而非全球性销售Globalthinkingnotonlyfocusglobalsales在产品和服务中同时采用国内和国际标准Adoptdomesticandinternationalstandardsinproductandservice核心产品标准化Coreproductsstandardization确定适当的调整幅度Defineproperadjustmentscope预测全球竞争Forecastglobalcompetition62021/6/27产品合理化Productrationalization销量、收益和利润Salesvolume,earningsandprofit与其他产品共用部件的比例Proportionofcommonpartsusedtogetherwiththeotherproducts淘汰该产品对整个产品线的影响Theinfluencestowholeproductportfoliobroughtbyobsoleteproduct和不同产品进行功能性整合的能力Thecapabilityoffunctionalityintegrationwithdifferentproduct客户需求或竞争优势Customerdemandsorcompetitionadvant