产品及品牌组合分析

全球产品计划 Global product planning
产品合理化 Product rationalization
产品线规划 Product portfolio planning
产品线有多少个产品？ How many products for product portfolio?
战略目标 Strategic target 每个产品如何规划？ How to make planning for each product? 产品线规划 Product portfolio planning
全球产品计划 Global product planning
进行全球性思考，而非全球性销售 Global thinking not only focus global sales 在产品和服务中同时采用国内和国际标准 Adopt domestic and international standards in product and service 核心产品标准化 Core products standardization 确定适当的调整幅度 Define proper adjustment scope 预测全球竞争 Forecast global competition
事业品牌 Business Brand
事业品牌 Business Brand 产品线品牌 Product Portfolio Brand 产品品牌 Product Brand
图 1.5 品牌结构 Figure 1.5 Brand Structure
事业品牌 Business Brand
品牌发展模板 Brand development template
产品及品牌组合分析 Product and brand combination analysis
Nanjing. 2014 August 08
BYY_BYY_NJDQEI_140808-00
目录 Content
产品线规划 Product portfolio planning
品牌资产管理 Brand equity management
产品线规划 Product portfolio planning
应用产品版本或解决方案版本应对客户要求不对变化 Use product versioning or solution versioning deal with customer requirements change
差异化 Differentiation 标准 Standard 稍有差异 Slightly difference 满意因素 Satisfaction factors 不满意因素 Non-satisfaction factors 显著差异 Obvious difference 激励客户因素 Stimulate factors for customers 激怒客户因素 Infuriate factors for customers
• 描述目标客户 Describe target customer • 确定差异 Define difference • 确定品牌个性 Define brand personality • 确定客户相信你承诺的内容 Define the promised contents which customer believe • 将承诺转换成绩效标准 Change promise to performance standard • 评估深度和范围 Evaluate depth and scope
产品线规划 Product portfolio planning
如何寻找竞争差异化 How to find competition differentiation
图 1.2 有形产品的利益 Figure 1.2 Actual product benefit
图 1.3 产品整体解决方案利益 Figure 1.3 Product complete solution benefit
产品合理化 Product rationalization
销量、收益和利润 Sales volume, earnings and profit 与其他产品共用部件的比例 Proportion of common parts used together with the other products 淘汰该产品对整个产品线的影响 The influences to whole product portfolio brought by obsolete product 和不同产品进行功能性整合的能力 The capability of functionality integration with different product 客户需求或竞争优势 Customer demands or competition advantage 淘汰产品原来多负担的间接费用转移到其他产品的潜在影响 The potential influences of transfer the indirect cost of obsolete product to other product
Product
市场细分 Market segmentation
图 1.1 产品线的导向类型 Figure 1.1 Oriented type of product portfolio
Product
市场细分 Market segmentation
Product
市场细分 Market segmentation
客户态度 正常期待因素 正面 Customer attitude Positive Normal expectation factors
负面 勉强接受因素 Negative Reluctantly accept factors
图 1.4 评估产品差异因素 Figure 1.4 Evaluation product differentiation factors
业务目标 Business target
目标客户需求 Target customer demands
客户心目中的完整产品包括哪些因素？ Which factors consist of the complete product in customer heart?
如何提高产品的价值主张？ How to increase the product value proposition? 利基导向 Niche oriented 产 品 产 品 产品导向 Product oriented 产 品 市场导向 Market oriented
如何衍生不同的产品版本？How to derivwenku.baidu.com different product versioning?
如何提供不同的解决方案版本？How to provide different solution versioning?
品牌资产管理 Brand equity management
企业品牌 Enterprise Brand