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1、产品及品牌组合分析Product and brand combination analysis,BYY_BYY_NJDQEI_140808-00,Nanjing.2014 August 08,目录 Content,产品线规划 Product portfolio planning 品牌资产管理 Brand equity management 全球产品计划 Global product planning 产品合理化 Product rationalization,产品线规划 Product portfolio planning,战略目标 Strategic target,业务目标 Business
2、 target,目标客户需求Target customer demands,产品线规划Product portfolio planning,产品线有多少个产品？How many products for product portfolio?每个产品如何规划？How to make planning for each product?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 propos
3、ition?,利基导向 Niche oriented,产品 Product,产品导向 Product oriented,产品 Product,市场细分 Market segmentation,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,市场导向 Market oriented,产品 Product,市场细分 Market segmentation,产品线规划 Product portfolio planning,如何寻找竞争差异化 How to find compet
4、ition 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,标准 Standard,稍有差异 Slightly
5、difference,显著差异 Obvious difference,正面 Positive,负面 Negative,客户态度Customer attitude,差异化Differentiation,图 1.4 评估产品差异因素 Figure 1.4 Evaluation product differentiation factors,如何衍生不同的产品版本？How to derive 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 equ
6、ity management,企业品牌 Enterprise Brand,产品线品牌 Product Portfolio Brand,事业品牌Business Brand,事业品牌Business Brand,事业品牌Business Brand,产品品牌 Product Brand,图 1.5 品牌结构 Figure 1.5 Brand Structure,品牌发展模板 Brand development template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
7、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,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
8、 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,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 T
9、he 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,Thanks!,
