SWOT及行销分析.ppt

觀光產業分析－SWOT及行銷分析鄭健雄教授兼系主任休閒學與觀光管理學系國立暨南大學行銷概念的重要演進產品行銷行銷組合產品廣告促銷通路價格目標行銷了解顧客市場區隔差異化競爭優勢定位服務行銷服務業與服務遞送與顧客互動服務過程服務品質價值行銷顧客關係顧客維持度顧客價值口碑介紹股東價值行銷策略的決策核心原有4P組合之描述未來4P組合之構想產品(Product)策略企圖心價格(Price)通路(Place)SWOT分析推廣(Promotion)行銷策略之建構示意圖threatsweaknessesstrengthsopportunitiesSWOTAnalysisBusinessUnitStrategicPlanningSWOTAnalysisOverallevaluationofacompany’sMonitorexternal&internalenvironmentEXTERNALENVIRONMENT(OPPORTUNITY&THREAT)ANALYSISAbusinessunittoidentifyopportunities&threatsHOW?MonitorkeymacroenvironmentµenvironmentfactorsthataffectabilitytoearnprofitsBusinessUnitStrategicPlanning-SWOTAnalysisBusinessUnitStrategicPlanning-SWOTAnalysis3mainsourcesofmarketopportunities1.Supplysomethingthatisinshortsupply2.Supplyexistingproductinnewway3.Totallynewproductorservicei.Problemdetectionmethodii.Idealmethodiii.ConsumptionchainmethodBusinessUnitStrategicPlanning-SWOTAnalysisMarketOpportunityAnalysis(MOA)1)Canbenefitsconvincetargets?2)Canreachtargets-cost-effectivechannels?3)Possessresourcestodeliverbenefits?4)Benefitsbetterthancompetitors?5)Isitprofitable?WHYuseMOA?EvaluateopportunitiesTheirattractiveness&probabilityofsuccessBusinessUnitStrategicPlanning-SWOTAnalysisAnenvironmentalthreatChallengebyunfavorabletrendordevelopmentAbsenceofdefensivemarketingactionCanlowersalesorprofitWeighseriousness&probabilityofoccurrenceHavecontingencyplans-changestomakebefore/duringthreatFigure2.8OpportunityandThreatMatricesFigure2.8OpportunityandThreatMatricesBusinessUnitStrategicPlanning-SWOTAnalysisINTERNALENVIRONMENT(STRENGTHS/WEAKNESSES)ANALYSISGoforopportunitieswhereitHasrequiredstrengths?ORNeedtodevelopcertainstrengths?Critical-interdepartmentalworkrelationshipsSuperiorin-companycapabilities,notjustcorecompetenciesChecklistforPerformingStrengths/WeaknessesAnalysisStrengths優勢(內部)Weaknesses劣勢(內部)Opportunities機會(外部)優勢-機會分析:如何利用自身優勢、配合外部機會來發展國際青年旅遊劣勢-機會分析:如何利用外部機會來克服自身劣勢?Threats威脅(外部)優勢-威脅分析:如何利用自身優勢、來面對外部威脅，使阻礙降至最低劣勢-威脅分析:自身劣勢與外部威脅是否可能互相抵銷，使傷害降至最低?SWOT分析的重點TheMarketingMixThesetofcontrollable,tacticalmarketingtoolsthatthefirmblendstoproducetheresponseitwantsinthetargetmarket.Consistsofthe4P’s1.Product2.Price3.Place4.PromotionThe4P’softheMarketingMix產品產品種類品質設計特性品牌包裝規格服務保證退貨價格定價折扣折讓付款期限信用條件推廣廣告人員銷售促銷公共關係通路配銷管道涵蓋區域分類地點存貨運輸後勤目標顧客希望的定位旅遊產業的行銷組合8P’s產品(Product)人員(People)包裝(Packaging)計劃(Programming)通路(Place)推廣(Promotion)合夥(Partnership)定價(Pricing)4P’s產品(Product)定價(Pricing)通路(Place)推廣(Promotion)加值能力和同業區隔的能力Product主力產品或服務People顧客與員工的互動Process支援的系統與活動Performance實現承諾把事情做對另類4P理論行銷的4R關係推薦修補顧客維持建立顧客導致更容易產生(Relationship)(Retention)(Referral)(Recovery)創造價值到忠誠度價值維持忠誠滿意重複購買口碑介紹更高的消費支出佔有率PositioningMapPositioningmapforlargeluxurySUVsChoosingaPositioningStrategy#1Identifyasetofpossiblecompetitiveadvantagesonwhichtobuildaposition#2Choosetherightcompetitiveadvantages#3SelectanoverallpositioningstrategyIdentifyingPossibleCompetitiveAdvantagesKeytowinningtargetcustomersistounderstandtheirneedsbetterthancompetitorsdoandtodelivermorevalue.Competitiveadvantage–extenttowhichacompanycanpositionitselfasprovidingsuperiorvalue.ServicesDifferentiation(e.g.,speed,convenience,carefuldelivery)ProductDifferentiation(e.g.,consistency,durability,reliability,repairability)PeopleDifferentiation(e.g.,hiring,trainingbetterpeoplethancompetitors)ImageDifferentiation(e.g.,conveybenefitsandpositioning)ChannelDifferentiationIdentifyingPossibleCompetitiveAdvantages