|
情境 market situation |
体验与学习的市场问题 the issues for trainees to learn and operate |
|
市场经营理论
theories of market management |
市场经营方法
methods for market operation |
市场经营工具
tools in managing market |
|
第
一
天
课
程 |
第一
回合 |
09:00
|
12:30 |
【引入期市场】
Introduction period of market
新市场的切入、新商品的规划。市场处于真空的状况
enter the market, plan the new commodity, the market is in its infant age |
‧新兴市场的切入模式
entering modes to the rising market
‧市场占有率提升的成功元素successful elements of promoting market share
‧「消费者与竞争者」整合。
integration of consumers and ompetitors |
‧市场占有率问题诊断方法。
ways to diagnose problem for the market share
‧市场经营4Ｐ的决策方法。
4P in decision-making for the market
‧市场复位位的方法。
ways to market reposition |
‧「商品力─营销力─形象力」的诊断工具
diagnosing tools of “commodities, promotion, image”
‧「价格价值图」市场定位分析工具
the diagrams of price-to-value—
tools in analyzing the market position |
|
第二
回合
|
第三
回合 |
13:30
|
18:00 |
【成长期前段】
first section of growing period
市场逐渐饱和，学员必须面对市场成长期的来临
market is full ,trainees have to face the coming of the mature period |
‧动态市场竞争决策的二大致胜关键
the two major winning keypoints in the competitive decision-making of the dynamic market
|
‧洞悉环境变化，以及事前提前预防方。
have insights to the changing situation, and make preparation in advance
‧面对市场价格战的三种应战模式。
three main modes to face the price war |
‧价格需求弹性的分析工具
flexible, analyzing tools for price demand
‧使用「动态与相对观念」进行市场沙盘推演
apply “dynamic and relative concepts” in market decision-making |
|
第
二
天
课
程 |
第三
回合
|
第四
回合 |
09:00
|
12:30 |
【成长期后段】
second section of growing period
市场竞争程度加剧，学员必须面对市场微利时代的市场竞争。
the competition is increasing, trainees have to face the market competition in the slight-profit age |
‧动态市场竞争者分析模式
analyzing modes for the competitors in dynamic market
‧竞争者短视症
problems of the short-sighted competitors
‧微利时代市场竞争模式
competition modes of the slight profit age
‧动态竞争分析的四个层次
four layers in dynamic competition analysis |
‧市场竞争者好坏的判定方法estimation of abilities for the market competitors
‧微利时代提升获利四种方案
four plans for rising profit in the slight profit age
‧提高市场获利率的二维分析模式
2-D analyzing mode in gaining market profit rate
‧损益平衡分析
analysis for break-even point |
‧成本控管与精算分析工具
tools for cost control and actuarial analysis
‧如何于市场沙盘推演作好「竞争者动态分析」
excellent competitor dynamic analysis for the market decision-making
|
|
第五
回合 |
13:30
|
18:00 |
【成熟期市场】
mature period of market
市场逐渐进入成熟期。学员必须调经营心态与经营策略。
the market is getting mature, trainees have to adjust attitudes and strategies of management
|
‧市场定位与竞争策略
market position and competitive strategy
‧微利时代资源调配之分析与决策
analysis and management of resource distribution in the slight profit age
‧优质竞争策略的三大关键
three key points for the quality competition strategies |
‧作好市场定位的三项方法
three ways to excellent market position
‧整合内外环境、条件，以动态角度，定义目标竞争对手的五大流程
integrate all the conditions , set up the five steps to define the targeted competitors |
‧引导式市场定位规划法
deductive arrangement for the market position
‧如何在市场作战推演平台，进行市场策略规划。
how to proceed the market plans in the virtual platform |
