1、2022/12/162003-6-71第九章 竞争性市场营销战略2022/12/162003-6-72教学目的教学目的教学重点教学重点教学难点教学难点教学内容教学内容一课一练2022/12/162003-6-732022/12/162003-6-742022/12/162003-6-752022/12/162003-6-762022/12/162003-6-772022/12/162003-6-782022/12/162003-6-792022/12/162003-6-7102022/12/162003-6-7112022/12/162003-6-7122022/12/162003-6-713
2、2022/12/162003-6-7142022/12/162003-6-7152022/12/162003-6-7162022/12/162003-6-7172022/12/162003-6-7182022/12/162003-6-7192022/12/162003-6-7202022/12/162003-6-7212022/12/162003-6-7222022/12/162003-6-7232022/12/162003-6-7242022/12/162003-6-7252022/12/162003-6-72610%20%30%40%市场领导者市场挑战者市场追随者市场利基者市场份额2022
3、/12/162003-6-727开发新用户寻找新用途增加使用量扩大总需求阵地防御侧翼防御以攻为守反击防御机动防御收缩防御保护市场份额扩大市场份额市场领导者战略经营成本经营成本营销组合营销组合反垄断法规反垄断法规2022/12/162003-6-7282022/12/162003-6-7292022/12/162003-6-7302022/12/162003-6-7312022/12/162003-6-7322022/12/162003-6-7332022/12/162003-6-734判定竞争者的战略分析竞争者的目标评估竞争者优劣势识别竞争者预测竞争反应模式依据竞争地位分析市场领导者市场挑战者市场追随者市场利基者市场领导者战略市场挑战者战略市场追随者战略市场利基者战略2022/12/162003-6-736
