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奧美-策略行銷工具箱(編輯修改稿)

2026-02-26 11:04 本頁面

　

【文章內容簡介】 Buyers Suppliers Treat of new entrants Bargaining power of buyers Bargaining power of suppliers Threat of substitutes Industry petitors Substitutes New entrants Intensify of Rivalry Entry Barriers Economics of scale Proprietary product differences Brand identity Switching costs Capital requirements Access to distribution Absolute cost advantages proprietary learning curve access to necessary inputs proprietary lowcost production design Government policy Expected retaliation Rivalry Determinants Industry growth Fixed (or storage) costs / value added Intermittent overcapacity Product differences Brand identity Switching costs Concentration and balance Informational plexity Diversity of petitors Corporate stakes Exit barriers Entry Barriers Differentiation of inputs Switching costs of suppliers and firms in the industry Presence of substitute inputs Supplier concentration Importance of volume to supplier Cost relative to total purchases in the industry Impact of inputs on cost or differentiation Threat of forward integraion relative to threat of backward integration by firms in the industry Bargain leverage Buyer concentration versus firm concentration Buyer volume Buyer switching costs relative to firm switching costs Buyer information Ability to backward integrate Substitute products Pullthrough Price sensitivity Price/total purchases Product differences Brand identity Impact on quality/ performance Buyer profits Decision makers’ incentives Determinants of Buyer Power O M Ref: TN/SM/STRMKTOL/rc 12 競爭對手無法趕上的競爭優勢這個工具幫助我們思考目前的狀況，明天的狀況，和未來的狀況。提醒我們不要只去思考眼前的問題，也能預留未來勝利的空間和方向 This tool helps us to evaluate where we are today, where will we be tomorrow, and where we will be in the future. It enables us to have a broader view of the whole picture and to march on in a meaningful future direction. O M Ref: TN/SM/STRMKTOL/rc 13 競爭優勢 Competitive Edge 比較性的優點 Comparative Advantage 比較好 ” Something better 具競爭性的長處 Competitive Advantage 不同的特性讓我們的對手今日無法趕上我們 Something different which petitors can39。t match today 競爭性的優勢 Competitive Edge 競爭者無法追上我們，因為消費者的認知

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