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What Is Strategy? 策略是什麼?
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07 國際行銷策略(按此下載)
07 國際行銷策略(按此下載)
管理學 詹翔霖副教授-Ch14團隊合作-高立出版
管理學 詹翔霖副教授-Ch14團隊合作-高立出版
管理學 詹翔霖副教授-Ch04規劃與策略管理-高立出版
管理學 詹翔霖副教授-Ch04規劃與策略管理-高立出版
策略管理的思維 Emba-詹翔霖副教授-大葉碩士班
策略管理的思維 Emba-詹翔霖副教授-大葉碩士班
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What Is Strategy? 策略是什麼?
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第六組 王淳弘
2.
營運效能不等於策略:只重營運效能會削弱長期投 資能力。 策略仰賴獨特活動:強調定位後才能談策略。
取捨才能維繫策略定位:選擇有價值的定位,可確 保優勢。 「契合」帶動永續競爭優勢:策略契合三層次,讓 企業活動為勝出關鍵。 重新發掘策略:發展清楚的策略,考驗領導人的能 力。
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優良績效 營運績效 策略定位≠ 定義:在進行相似活動時, 企業的績效比競爭者更好。 定義:企業執行與競爭者不 同的活動,或以不同的方式 執行與競爭者類似的活動。 Ex. 產品良率提升 製造效率增加 單位成本降低 Ex. 產品種類差異化 服務需求差異化 區域市場差異化
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生產力疆界線會隨新技 術和管理方法、新材料 問世,而向外推移。 定義:一家企業運用當時的最佳科技、技能、管理技術、和資源,以某一 個特定的成本水準提供某項產品或服務,所能創造的最大價值。 1970~1980年代,日 本非常重視營運效能 Ex. 晶圓代工技術深耕 0.13um -> 45/40nm
-> 28 nm -> 20 nm -> 16 nm -> 10 nm ->
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造成零和競賽,價格持平甚至下降,不僅沒有贏家,還 會互相毀滅。 競爭趨同 紅海競爭 藍海策略 ? 當各家企業模仿彼此在改善品質、生產週期或供應商夥 伴關係等,策略會趨於一致。
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造成零和競賽,價格持平甚至下降,不僅沒有贏家,還 會互相毀滅。 競爭趨同 紅海競爭 藍海策略 當各家企業模仿彼此在改善品質、生產週期或供應商夥 伴關係等,策略會趨於一致。
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定位一:以產品種類為基礎 定位二:以需求為基礎 定位三:以接觸方式為基礎 定位後再談策略 以一連串不同活動創造獨特價值 策略定位的本質是選擇與競爭對手不同的活動。 策略定位三根源
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定位一:以產品種類為基礎 Ex. 傑菲潤滑油國際企業,低價汽車潤滑油服務。不提供汽車修理或保養 服務。 產品種類的定位,可以服務很廣泛的顧客,但對大多數顧客而言,此種定位 只能滿足他們某一部分的需求。
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定位二:以需求為基礎 每個顧客群各有不同的需求,設計一特定活動來滿足某個顧客群的需求。
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定位三:以接觸方式為基礎 此類顧客需求與其他顧客差不多,但可依顧客所在的地理位置、人數多寡 等方式來接觸顧客。 Ex. 卡麥克院線 僅在小鎮設立電影院(20萬人以下),票價較低廉。 往往是唯一的戲院或是主導市場的戲院。 顧客標準化、低成本的戲院。 專有的資訊系統與管理流程,可以省掉各地的行政人員。 低租金、低薪資成本
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有捨才有得 - 三種情形,必須做出抉擇 形象或聲譽不一致時 Ex.象牙肥皂定位是平價日用肥皂,若轉變形象成為露得清高價的醫療用產品形象, 可能困難重重。 企業活動之間必須有所取捨 Ex.IKEA
為降低成本讓顧客自己動手組合、運送家具。較難滿足要求較多 服務的顧客。 內部協調與控制的限制上,需做取捨 如果企業想要爭取所有的顧客,提供所有服務,反而可能陷入一團混亂的窘境。 Ex.若阿曼尼想進入大潤發販售? 想兩面兼顧、卻兩面不討好
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活動之間的契合(fit)可以創造一個極為緊密的活動鏈,讓對手難以 模仿。並創造競爭優勢與卓越的獲利能力。 第一層次單純一致性: 活動與策略一致性,才能確保各項活動的競爭優勢都能累積,不會減少或互 相抵消。 Ex.速食麥當勞,得來速方便顧客不必下車就能取餐。 第二層次互相強化: Ex.Bic企業銷售標準型低價原子筆。容易生產的產品設計、低成本的工廠規 劃、積極性採購策略以盡量壓低材料成本,只要符合效益就自行內部生產零 件 第三層心力最適化: 減少重複作業,盡量避免白費力氣 Ex.傳統蛋糕店,蛋糕價格較高。85C蛋糕價格便宜,不在各門市製作,而採 用中央廚房製作減少重工,統一配送到各門市。 契合三層次
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時間要夠長 - 策略定位應該要延續十年以上 持續推動策略,以促進不同活動之間的契合,好讓組織建立符合策略的獨特能力 與技能。這樣的持續性也可以強化企業的識別身分。
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策略的完整答案 英特爾好? 生產處理器 IC設計+ 自有晶圓廠 聯發科好? IC設計 台積電好? 晶圓代工 讓各項企業活動能夠彼此契合。策略是否成功,有賴於做好許多事情, 而且要能好好整合這些事情。
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避免妥協而淪為模仿競爭對手。回顧過往,回答問題,以協助企業 重新建立策略。 企業的產品或服務,哪些最獨特的? 企業的產品或服務,哪些是獲利最好的? 企業的顧客群中,那些顧客對企業最滿意? 那些顧客、通路或採購機會的獲利性最佳? 企業的價值鏈中,那些活動的差異性和效益最高?
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策略定位 差異化 破壞式創新 藍海策略 無線有線 黑金剛(大) Nokia(小) 按鍵 觸碰式 單鈴聲
和弦鈴聲 簡訊 APP 影音 產業發生重大變化 企業必須改變策略
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深耕審視契合強化活動取捨 假如你的心是歡悅的,那麼你在任何地方都會是快樂的。當智慧在你 內心中覺醒時,不論你看那裡,都會看到真理。 阿姜查 獨特定位 策略是什麼?
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