1、Copyright 2003 Prentice-Hall,Inc.9-1 第十五章第十五章 创造竞争优势创造竞争优势Copyright 2003 Prentice-Hall,Inc.9-2Figure 15-1:决定细分市场结构吸引力的决定细分市场结构吸引力的五种力量五种力量Competitive ForcesCopyright 2003 Prentice-Hall,Inc.9-3Copyright 2003 Prentice-Hall,Inc.9-4Copyright 2003 Prentice-Hall,Inc.9-5Figure 15-2:壁垒和盈利能力壁垒和盈利能力报酬低而稳定报酬低而
2、稳定报酬高而稳定报酬高而稳定报酬低而有风险报酬低而有风险报酬高但有风险报酬高但有风险Copyright 2003 Prentice-Hall,Inc.9-6Copyright 2003 Prentice-Hall,Inc.9-7Copyright 2003 Prentice-Hall,Inc.9-8Copyright 2003 Prentice-Hall,Inc.9-9识别竞争者识别竞争者Copyright 2003 Prentice-Hall,Inc.9-10 Copyright 2003 Prentice-Hall,Inc.9-11评估竞争者评估竞争者 Copyright 2003 Pre
3、ntice-Hall,Inc.9-12Copyright 2003 Prentice-Hall,Inc.LowHigh主要家电行业的战略群体主要家电行业的战略群体Group A产品线狭窄产品线狭窄生产成本低生产成本低服务质量高服务质量高高价格高价格 Group D产品线广泛产品线广泛生产成本中等生产成本中等 服务质量低服务质量低 低价格低价格 Group C中等产品线中等产品线 生产成本中等生产成本中等服务质量中等服务质量中等 价格中等价格中等 Group B全面产品线全面产品线 生产成本低生产成本低 服务良好服务良好 价格中等价格中等 Copyright 2003 Prentice-Hall
4、,Inc.9-14 Copyright 2003 Prentice-Hall,Inc.9-15Table 12-1:顾客在主要成功因素上对竞争对手的评定顾客在主要成功因素上对竞争对手的评定 Copyright 2003 Prentice-Hall,Inc.9-16 Copyright 2003 Prentice-Hall,Inc.9-17Table 12-2:Market Share,Mind Share,and Heart ShareCopyright 2003 Prentice-Hall,Inc.9-18Copyright 2003 Prentice-Hall,Inc.9-19 Copyr
5、ight 2003 Prentice-Hall,Inc.9-20设计竞争情报系统设计竞争情报系统Copyright 2003 Prentice-Hall,Inc.9-21Copyright 2003 Prentice-Hall,Inc.9-22Table 12-3:Customer Cost of Three BrandsCopyright 2003 Prentice-Hall,Inc.9-23Copyright 2003 Prentice-Hall,Inc.9-24Copyright 2003 Prentice-Hall,Inc.选择竞争战略选择竞争战略9-25Copyright 2003
6、Prentice-Hall,Inc.9-26Copyright 2003 Prentice-Hall,Inc.9-27Figure 15-6:假假设的市场结构设的市场结构竞争定位竞争定位Copyright 2003 Prentice-Hall,Inc.9-28Copyright 2003 Prentice-Hall,Inc.9-29Copyright 2003 Prentice-Hall,Inc.9-30Copyright 2003 Prentice-Hall,Inc.Defense Strategies进攻者进攻者防御者防御者(5)运动防御运动防御Copyright 2003 Prentic
7、e-Hall,Inc.9-32 Copyright 2003 Prentice-Hall,Inc.9-33 Copyright 2003 Prentice-Hall,Inc.9-34Copyright 2003 Prentice-Hall,Inc.9-35 Copyright 2003 Prentice-Hall,Inc.Attack Strategies进攻者进攻者防御者防御者(3)包围进攻包围进攻(4)绕道进攻（高露洁对宝洁）绕道进攻（高露洁对宝洁）(2)侧翼进攻侧翼进攻（地理或细分）（地理或细分）(5)游击进攻（小游击进攻（小公司）公司）(1)正面进攻正面进攻Copyright 2003
8、 Prentice-Hall,Inc.9-37Copyright 2003 Prentice-Hall,Inc.9-38Copyright 2003 Prentice-Hall,Inc.9-39 Copyright 2003 Prentice-Hall,Inc.9-40 Copyright 2003 Prentice-Hall,Inc.9-41平衡顾客导向和竞争导向平衡顾客导向和竞争导向 Copyright 2003 Prentice-Hall,Inc.3-42平衡顾客导向和竞争导向平衡顾客导向和竞争导向 4.市场导向2.竞争导向是1.产品导向不是不是3.顾客导向是以顾客为中心以顾客为中心以以竞竞争争为为中中心心Copyright 2003 Prentice-Hall,Inc.BalanceCompetitionCustomer+战斗导向战斗导向 +警惕警惕+利用对手弱点利用对手弱点-被动被动 /模仿模仿+识别机会识别机会+长期盈利战略长期盈利战略+新的顾客需求和群体新的顾客需求和群体
