品牌管理

36%49%49%44%24%22%22%12%20%27%14%11%12%17%21%14%$13.9$91.1$185.5$456.5$1,048.7$2,096.0$3,900$3,100$69.8$339.6$1,334.4$4,096.0$8,458.8$12,154.0$19,000.0$22,0001990199219941996199819992000200121/9/01$3,600$5,500$9,000$14,700$33,000$35,000$17,500$400,000$460,000$133,000$90,000SalesRevenuesUSDMillionsNetIncomeUSDMillionsProfitMarginReturnonAverageEquity199019921994199619981999$69.8$339.6$1,334.4$4,096.0$8,458.8$12,154.0$13.9$91.1$185.5$456.5$1,048.7$2,096.020%27%24%22%16%17%36%49%49%44%24%22%$17,500$400,000$460,000MarketCapitalizationUSDMillionsTotalAssetsUSDMillions$3,600$5,500$9,000$14,700=++$18$530$65017%27%21%$38$35034%10%$170$150$22029%12%48%------------------Xxx;123$:3,2001RMB1404,2001RMB1271,2002RMB1252,2002RMB123Xxx-----------------------------------ROI=$$(++)():,GeoffreyMooreCustomerProduct(Product+Service+TransactionExperiences)Application(Situation)CompellingReasontoBuyKeyCustomerNeedsKeyProductAdvantagesKeyBenefits:,GeoffreyMoore()()TheCompanyTheMarketMarketingMixProductPromotionPlacePrice$$Revenue-Expenses-----------------ProfitProfit-----------------InvestmentROI=ABB2B1A2A1TheCompanyTheMarketMarketingMixProductPromotionPlacePrice$$Revenue-Expenses-----------------ProfitProfit-----------------InvestmentROI=ABB2B1A2A1?“•••”Ward,LightandGoldstine_________________________________________________1.2.____________________________.MicrosoftUNIXMicrosoftDOSNT.WordPowerPointExcel,etc.Microsoft$530$650$18$350$250$38$220$10$170$150200186Step1Step2Step3Step45____________________________________________________________________________________________________________________________________________1.2.3.4.5Step55Step6____________________________________________________________________________________________________________________________________________1.2.3.4.5Step7Step85312Step92-33121.A.B.C.2.A.B.C.D.3.A.B.C.4.A.B.C.D.1.2.3.4.????•••••1.100_____%2.1005____%.3.100a.___%b.___%c.___%d.___%4.100___%5.100___%1.______%2.______%3.______%______%x______%x______%x______%4.______%5.______%BrandDevelopmentMapping$BrandABrandB$$$$$$FirmInfrastructureHumanResourceManagementTechnologyDevelopmentProcurementInboundLogisticsOperationsOutboundLogisticsMarketingServiceMARGINNGRAMIFirmInfrastructureHumanResourceManagementTechnologyDevelopmentProcurementInboundLogisticsOperationsOutboundLogisticsMarketingServiceMARGINNGRAMI=+++!*##$(----!@##$$$$$//“”!*##$($$$$$IKEAIKEA100%100%IKEA--112131310%---------------------------------rr---------------------------------rr••••••••••••••••••••••