奥美策略行销工具箱.pdf

Ref: TN/SM/STRMKTOL/rc
策略行销工具箱策略行销工具箱策略行销工具箱
StrategicStrategicStrategicStrategicStrategic MarketingMarketingMarketingMarketingMarketing ToolToolToolToolTool Box(1)Box(1)Box(1)Box(1)Box(1)
Much of the material in this
file has been jointly developed
by Colin Benjamin of the
work and
Ian Strachan of Ogilvy & Mather.
Copy right is retained by
Colin Benjamin and Ogilvy & Mather
Asia Pacific
JeanJean LinLin
SeptemberSeptember 19981998
1
O & M
Ref: TN/SM/STRMKTOL/rc
BASICBASICBASICBASICBASIC TOOLKITTOOLKITTOOLKITTOOLKITTOOLKIT
WHYWHY
乱流改变
五大
WHATWHAT 要素竞争
策略
优势
意图
WHOWHO
AEIOU
九宫格 2
O & M
Ref: TN/SM/STRMKTOL/rc
乱流乱流乱流(Turbulence)(Turbulence)(Turbulence)(Turbulence)(Turbulence)
定义:当你经验某种完全无法预知的状况之时,你就会
产生""乱流""。
Definition:Definition: experiencingexperiencing somethingsomething totallytotally unsettlingunsettling
thatthat youyou cancan’’tt .
了解““乱流度””能帮助我们推知产业或消费者,为何产生
某种反应,以及如何帮助他们处在比较""舒适""的乱流
度中。
3
O & M
Ref: TN/SM/STRMKTOL/rc
乱流的来源乱流的来源(Source(Source(Source(Source(Source ofofofofof Turbulence)Turbulence)Turbulence)Turbulence)Turbulence)
模棱两可
Ambiguity
不确定
+ =
Uncertainty
复杂
Complexity
机会乱流
+ =
Opportunity Turbulence
似是而非
Paradox
惊奇
+ =
Surprise
不连续性
Discontinuity
4
O & M
Ref: TN/SM/STRMKTOL/rc
乱流乱流乱流(Turbulence)(Turbulence)(Turbulence)(Turbulence)(Turbulence)
乱流度
1 2 3 4 5
Turbulence Level
世界重覆的扩展的改变的不连续的充满惊奇的
World Repetitive Expanding Changing Discontinuous Full of Surprises
只能做事後诸葛
事件熟悉的可预测的不连续的" 无法预测的
亮
Event Familiar Predictable Discontinuous " Predictable Unpredictable
after the event
未来的可见性清晰
清楚朦胧雾里看花一团迷雾
Visibility of Crystal
Clear Fuzzy Obscure Puzzling
Future Clear
康庄大道缓坡不平的阶梯星际大战的光
迈向未来的途径攀岩
An Open A Gentle An Uneven 束旅行“Beam
Path to Future A Rock Climb
Road Climb Staircase Me Up Scotty”
环境稳定反应可预期创业创造
Environment Stable Reactive Anticipatory Entrepreneurial Creative
5
O & M
Ref: TN/SM/STRMKT