第七讲业务层战略

©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.第七讲业务战略©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.主要内容●业务战略的概念●基于产品、市场、方式来定义业务战略●讨论不同的业务战略差别●用五力分析法讨论业务战略.●不同业务战略的风险TheWal-MartBusinessStrategyProductMarketFocusGoalsCoreActivitiesValueProposition•Everydaylowprices•Alwaysinstock•Courteous,reliable•Brandedgeneralmerchandise•Value-orientedcustomers•Developeasiermarketsfirst:workfromregionalhubs•Integratedlogistics:suppliertocheckout•Intenselymanaged•Localtailoring•Dominatemarkets•Lowestcostsystem•Highgrowth•DoitWal-Martway■2008年金融危机后，消费者减少支出，在高价咖啡的消费方面支出减少，星巴克面临历史上第一次销售收入的减少。■星巴克在吸引消费者的体验质量上的下降，开始逐渐失去竞争优势星巴克的业务战略调整■星巴克CEOHowardSchultz决定关闭了900家在美国表现不良的店面，重新聚焦于创新更强调顾客的独特体验■到2011年，星巴克40周年，推出新的LOGO，新的产品如VIA，新的支付购买方式如可以用iphone来支付，在全球市场特别是新兴市场如中国、印度发展。重新取得差异化竞争优势。©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.一、业务战略：如何在特定行业内竞争■在具体的产品市场上，公司用来开发核心竞争力以取得竞争优势的一系列整合协调的行动。如何在特定的产品市场上竞争的一系列选择。■企业的核心战略。■任何一家企业都必须有业务战略■国美和苏宁的在家电零售业务的竞争©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.•在单一的产品\市场和单一的地理区域使用单一业务战略。单一业务战略•有多种业务就需要形成多个业务战略，决定公司在哪些不同业务中如何竞争多业务战略©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.业务战略的关键问题业务战略的关键问题为谁：决定要服务的顾客做什么：决定要满足的需求如何做：怎样才能更好满足©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.有效的全球竞争者非常擅长跨文化和地域识别顾客需求快速成功地将产品和服务同需求配合©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.有效地管理同顾客的关系可接触性与顾客接触并建立联系丰富性公司和顾客双向信息传递的深度和详细程度密切关系同顾客间的有意义的互动不断为顾客创造新价值©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.顾客方面:谁是顾客？满足什么需求？什么:满足顾客需求谁:目标市场©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.市场细分将需求相同或类似的顾客划分成单独的可以识别的群体决定满足谁的需求？消费市场产业市场©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.消费市场细分因素1.人口因素DEMOGRAPHICFACTORS(age,income,sex,etc.)2.社会因素SOCIOECONOMICFACTORS(socialclass,stageinthefamilylifecycle)3.地理因素GEOGRAPHICFACTORS(cultural,regional,andnationaldifferences)4.心理因素PSYCHOLOGICALFACTORS(lifestyle,personalitytraits)5.消费方式因素CONSUMPTIONPATTERNS(heavy,moderate,andlightusers)6.感知因素PERCEPTUALFACTORS(benefitsegmentation,perceptualmapping)©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.产业市场细分因素1.最终用途细分END-USESEGMENTS(identifiedbySICcode)2.产品细分PRODUCTSEGMENTS(basedontechnologicaldifferencesorproductioneconomics)3.地理细分GEOGRAPHICSEGMENTS(definedbyboundariesbetweencountriesorbyregionaldifferenceswithinthem)4.共同购买要素细分COMMONBUYINGFACTORSEGMENTS(cutacrossproductmarketandgeographicsegments)5.顾客规模细分CUSTOMERSIZESEGMENTS©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.决定要满足顾客什么样的需要？■顾客需要同产品的利益点和特征相关；■顾客需求没有好坏对错之分；■成功的企业知道如何为顾客在其需要的时候提供恰当的产品服务。©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapassword-protectedwebsiteforclassroomuse.■公司运用其核心能力来创造价值满足顾客需求；价值意味着公司能够以低的成本提供给顾客恰当的产品或以可以接受的成本提供差异化足够的产品；■只有那些能够持续改善、创新和升级其核心能力的厂商才能满足或超越顾客需求。决定如何满足顾客的需要？©2013CengageLearning.AllRightsReserved.Maynotbecopied,scanned,orduplicated,inwholeorinpart,exceptforuseaspermittedinalicensedistributedwithacertainproductorserviceorotherwiseonapasswo