20110902 tivo案例 v1.1

[object Object],TM 案例研究成果

认识 TiVo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],什么好处 ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],给谁用？ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TiVo 公司是一家设备制造商，也是一家服务提供商。它发展出结合设备和服务，靠收取月服务费生存的商业模式，也是第一个在美国推出这款新服务的厂商。消费者在购买 TiVo 的 DVR 设备后，每月还需支付费用购买其服务内容。 TiVo 公司

TiVo 营销现状 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],问题是什么？

TiVo 面临的问题 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],竞争环境加剧 ,[object Object],[object Object],[object Object],[object Object],[object Object],核心？产品价格渠道目标群体需求促销

核心问题、消费者认知困难 ,[object Object],[object Object],[object Object],[object Object],问题原因难点 ,[object Object],[object Object],[object Object],解决方法 ,[object Object],[object Object],[object Object]

其他问题、商业策略 / 竞争环境 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],问题原因难点 ,[object Object],[object Object],解决方法 ,[object Object],[object Object],[object Object]

解决方案 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],问题目标行动说明 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

方案建议 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],奢侈品（非必需品）公共品私人品对产品弱，对品牌强（如，服装、鞋）对产品强，对品牌强（如，高尔夫球俱乐部）对产品弱，对品牌弱（如，电视、床垫）对产品强，对品牌弱（如，豪华浴缸）必需品参照群体对购买意向的影响

方案建议 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

方案建议 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

20110902 tivo案例 v1.1

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20110902 tivo案例 v1.1