奥美-策略行销工具箱1.ppt

策略行销工具箱Strategic Marketing Tool Box(1)
Jean Lin
September 1998
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
BASIC TOOLKIT
WHY
WHAT
WHO
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乱流
改变
五大要素
九宫格
AEIOU
竞争优势
策略意图
乱流(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: experiencing something totally unsettling that you can’t predict.
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。
乱流的来源(Source of Turbulence)
模棱两可
Ambiguity
plexity
似是而非
Paradox
不连续性
Discontinuity
不确定
Uncertainty
机会
Opportunity
惊奇
Surprise
乱流
Turbulence
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乱流(Turbulence)
如果你习惯较低的乱流度,你会
If we are personally fortable
at lower levels of turbulence
如果你习惯较高的乱流度,你会
If we are personally fortable
at higher levels of turbulence
改变
"改变"可以帮助我们清楚的思考和分析
企业、组织、或市场的变革
判断和预测改变的结果
“Change” can help us to understand and analyze changes that occur anisation and in the market.
改变的
压力
清楚的
远景
改变的
能力
可行的具
体下一步
改变
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持续力
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缺一不可You can’t do without each one of them
改变的压力
Pressure for
Change
改变的压力
Pressure for
Change
改变的压力
Pressure for
Change
改变的压力
Pressure for
Change
清楚的远景
Clear Shared
Vision
清楚的远景
Clear Shared
Vision
清楚的远景
Clear Shared
Vision
改变的能力
Capacity for
Change
改变的能力
Capacity for
Change
改变的能力
Capacity for
Change
可行的具
体下一步
Actionable
first Steps
可行的具
体下一步
Actionable
first Steps
可行的具
体下一步
Actionable
first Steps
持续力
Sustained
Momentum
持续力
Sustained
Momentum
持续力
Sustained
Momentum
改变的能力
Capacity for
Change
可行的具
体下一步
Actionable
first Steps
持续力
Sustained
Momentum
清楚的远景
Clear Shared
Vision
不是优先处理的事
Bottom of the priority list
随意发生的事
Random & haphazard efforts
焦虑和挫折
Anxiety & Frustration
只有热情别无他物
Hot air & not much else
头重脚轻, 见光死
A fast start that fizzles and dies
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购买者
Buyers
供应商
Suppliers
新进入市场的威胁
Treat of new entrants
购买者的议价能力
Bargaining