合作与建立顾客关系

合作与建立顾客关系Objectives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。1Objectives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。2CaseStudy案例研究Knownforfilms,animation,themeparksandcustomerorientationParksofferavarietyofattractionsaswellascleanliness,order,andwarmthSatisfyingthecustomeriseveryone’sjobDisneyhasgrownviadiversificationSalesandnetincomehavefallenWaltDisneyCompany迪士尼公司Discussion:HowCanDisneyRecover?3StrategicPlanning

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。”4StrategicPlanning

战略计划Planningactivitiesoccuratthebusinessunit,product,andmarketlevels,andinclude:DefiningthepurposeandmissionSettingobjectivesandgoalsDesigningthebusinessportfolioDevelopingdetailedmarketinganddepartmentalplans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5StrategicPlanning

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。6StrategicPlanning

战略计划Businessportfolio:

“thecollectionofbusinesses

andproductsthatmakeup

thecompany.”Designingthebusinessportfolio

isakeyelementofthestrategicplanningprocess.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。7Analyzethecurrentbusinessportfolio

分析当前业务组合Identifystrategicbusinessunits(SBUs)AssesseachSBU:TheBCGgrowth-sharematrixclassifiesSBUsintooneoffourcategoriesusingthe:MarketgrowthrateSBU’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8BCGGrowth-ShareMatrixStrategicPlanningHighRelative

MarketShareHigh

Market

GrowthLow

Market

GrowthStarsCash

CowsQuestion

MarksDogsLowRelative

MarketShare9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10Shapethefuturebusinessportfolio

构造未来的业务组合DeterminethefutureroleofeachSBUandchoosetheappropriateresourceallocationstrategy:BuildHoldHarvestDivestSBUschangepositionsovertime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11StrategicPlanning战略计划Designingthebusinessportfolioalsoinvolves:Developingstrategiesforgrowthbyidentifying,evaluating,andselectingpromisingnewmarketopportunities.Product/marketexpansiongridDevelopingstrategiesfordownsizingthebusinessportfolio.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。12Product/MarketExpansionGridStrategicPlanningExistingProductsNewProductsExisting

MarketsNew

MarketsMarket

PenetrationMarketDevelopmentProductDevelopmentDiversification13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14PlanningMarketing

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。15Analyzingmarketingopportunities

分析市场机会Thestrategicplanning

andbusinessportfolioanalysisprocesseshelptoidentifyandevaluatemarketingopportunities.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。

16Selectingtargetmarkets

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.17Developingthemarketingmix

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）Competitoranalysisguidescompetitivemarketi