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第一章企业战略管理2011年11月研究生班案例：美国的汽车行业1893年，杜里埃兄弟在美国推出第一辆单汽缸轿车昂贵、性能不可靠当时的杂志预测：“普通的‘没有马的马车’现在是富人的奢侈品，尽管未来它的价格很有可能降低，但它当然永远不会像自行车那样被普遍使用。
”福特的T型车一个颜色、一个型号可靠耐用、价格令大多数的美国人都买得起福特的销售呈爆炸性增长，市场份额从1908年的9% 上升到1921年的61%。
到1923年美国的多数家庭都有了一辆汽车。
案例：美国的汽车行业通用汽车1924年推出一组汽车，“为每个钱包、每个目的专备的汽车”。
各种型号、每年都有新颜色和新款式推出，卖方愿意为时尚和舒适而多花钱，更频繁的更换汽车，旧车市场也形成了。
福特公司和克莱斯勒公司也模仿采取相似的战略，血腥的同质化竞争开始了。
日本汽车20世纪70年代石油危机爆发时，节能性强的日本汽车如本田、丰田、尼桑等成为消费者心目中的英雄，美国汽车三巨头遭到重创，竞争力和长期存活能力遭到质疑。
克莱斯勒1984年推出的迷你厢车引发了九十年代SUV的繁荣，大受美国年轻家庭的欢迎。
第一节战略的基本概念一、企业使命（课本198页）1、定义：企业管理者确定的企业生产经营的总方向、总目的、总的特征和总的指导思想。
2、内容：（1）企业目的。
（2）企业定位。
（3）企业理念。
（4）公众形象。
（5）利益群体第一节战略的基本概念一、企业使命（课本198页）1、定义：企业管理者确定的企业生产经营的总方向、总目的、总的特征和总的指导思想。
2、内容：（1）企业目的。
（2）企业定位。
（3）企业理念。
（4）公众形象。
（5）利益群体(1)企业目的经济目的、社会目的就经济目的而言，包括生存目的、增长目的和获利目的，这三者决定了企业的战略方向。
生存目的: 企业的生存目的就是满足顾客。
生存目的是企业实现增长目的，达到获利目的的基础。
从本质来说，利润就像是身体所必须的氧气、食物和水，没有他们就没有生命，但他们不是生命的意义。
例外价格策略运营方案1. IntroductionPricing strategy is a fundamental aspect of any business's operations, as it directly impacts the profitability and competitiveness of the company. In today's dynamic and competitive market, it is essential for businesses to adopt exceptional pricing strategies to stand out from the competition and attract customers. This operational plan aims to outline an example exceptional pricing strategy for a hypothetical business, taking into account various factors such as product positioning, market dynamics, and customer behavior.2. Business OverviewThe hypothetical business in question is a high-end fashion retailer that targets affluent customers who are willing to pay a premium for luxury brands and high-quality products. The company offers a range of products, including designer clothing, accessories, and footwear, from renowned fashion houses such as Chanel, Gucci, and Louis Vuitton. The business operates both online and brick-and-mortar stores in prime locations, attracting a mix of local and international clientele.3. Market AnalysisThe high-end fashion market is highly competitive, with numerous brands vying for the attention and wallet share of affluent customers. The market is also influenced by various factors such as fashion trends, seasonal changes, and economic conditions, making it essential for businesses to stay nimble and adaptive in their pricing strategies.4. Target Customer AnalysisThe target customers for the hypothetical business are affluent individuals with a penchant for luxury and designer brands. These customers are typically well-educated, fashion-conscious, and have disposable income to spend on high-end fashion products. They are also influenced by factors such as exclusivity, prestige, and social status when making purchasing decisions.5. Exceptional Pricing StrategyGiven the unique nature of the high-end fashion market and the target customer profile, an exceptional pricing strategy is essential to attract and retain customers. The following elements form the core of the exceptional pricing strategy for the hypothetical business:5.1. Value-Based PricingThe business will adopt a value-based pricing approach, wherein the prices of products are set based on the perceived value to the customer. This approach takes into account factors such as brand prestige, product quality, and customer perceptions, rather than simply cost-plus pricing or competitive pricing. By highlighting the unique value proposition of theproducts, the business can justify premium pricing and capture the willingness of customers to pay for luxury and exclusivity.5.2. Dynamic PricingIn a dynamic market such as high-end fashion, it is crucial for businesses to adapt their pricing in real-time based on demand, supply, and other market variables. The business will implement dynamic pricing algorithms that consider factors such as inventory levels, seasonal trends, and competitor pricing to optimize the pricing of products. By leveraging data and analytics, the company can maximize revenue and profitability while staying competitive in the market.5.3. Personalized PricingRecognizing the preferences and purchasing behavior of the target customers, the business will implement personalized pricing strategies to cater to individual needs and preferences. This could include offering special discounts, promotions, or loyalty rewards to high-value customers, as well as personalized pricing based on past purchase history and engagement with the brand. By creating a personalized pricing experience, the business can foster customer loyalty and drive repeat purchases.5.4. Bundle and Upsell PricingTo encourage larger transactions and increase average order value, the business will offer bundle and upsell pricing options to customers. This could include bundling complementary products together at a discounted rate, offering exclusive add-ons with purchases, or incentivizing customers to upgrade to higher-priced items. By strategically packaging products and services, the business can increase customer spending while providing additional value.5.5. Limited Edition and Exclusivity PricingTo capitalize on the allure of exclusivity and rarity, the business will introduce limited edition and exclusive product offerings at premium prices. These offerings could include limited-run designer collaborations, one-of-a-kind pieces, or exclusive access to pre-release collections. By creating a sense of urgency and scarcity, the company can drive demand and command higher prices for these special products.6. Implementation PlanThe successful implementation of the exceptional pricing strategy requires a multifaceted approach that encompasses various aspects of the business operations. The following steps outline the key components of the implementation plan:6.1. Technology and AnalyticsThe business will invest in advanced pricing software and analytics tools to support the implementation of dynamic and personalized pricing strategies. This could include machine learning algorithms, data analytics platforms, and customer relationship management systems that enable real-time pricing adjustments and customer insights.6.2. Training and EducationThe sales and marketing teams will undergo specialized training and education on the exceptional pricing strategy, equipping them with the knowledge and skills to effectively communicate the value proposition of products and services to customers. This could include training on negotiation techniques, value-based selling, and customer engagement strategies.6.3. Communication and MarketingThe company will develop a comprehensive communication and marketing plan to convey the exceptional pricing strategy to customers. This could include highlighting the unique value propositions of products, promoting limited edition and exclusive offerings, and showcasing personalized pricing options through various marketing channels such as social media, email campaigns, and in-store signage.6.4. Monitoring and OptimizationA dedicated team will be tasked with monitoring the performance of the exceptional pricing strategy and making continuous optimizations based on market dynamics, customer feedback, and sales data. This could include conducting regular pricing reviews, A/B testing different pricing strategies, and leveraging customer feedback to refine personalized pricing options.6.5. Partnerships and CollaborationsThe business will explore strategic partnerships and collaborations with other luxury brands, influencers, and industry leaders to further enhance the exceptional pricing strategy. This could involve co-marketing initiatives, joint events, and exclusive product releases that reinforce the premium positioning of the business and drive customer engagement.7. Performance MeasurementTo evaluate the effectiveness of the exceptional pricing strategy, the business will establish key performance indicators (KPIs) and metrics to track and measure the impact on the bottom line. This could include monitoring metrics such as average order value, customer lifetime value, conversion rates, and revenue per product category. By regularly assessing the performance of the strategy, the company can make data-driven decisions and refine the pricing approach for maximum impact.8. ConclusionIn conclusion, the implementation of an exceptional pricing strategy is vital for businesses operating in competitive and dynamic markets such as high-end fashion. By adopting a multifaceted approach that encompasses value-based pricing, dynamic pricing, personalized pricing, bundle and upsell pricing, and exclusivity pricing, businesses can differentiate themselves, drive customer engagement, and maximize profitability. This operational plan provides a blueprint for organizations to develop and execute an exceptional pricing strategy that aligns with their unique market dynamics and customer demographics.。
PPT 第六章：战略管理战略管理的基本（过程）：①拟定组织使命、目的和战略②外部分析（机会、威胁），内部分析（优势、劣势）③构造战略④实施战略⑤战略评定（成功 or 失败）一、成功的战略案例美国控制数据公司（CDC）来源于第二次世界大战期间, 到二十世纪六十年代初W·诺瑞斯和S·克瑞二人把该公司发展为世界上最大的计算机公司之一。
（1）CDC 重要研究和生产科学用大型计算机, 重要顾客是军事部门和研究部门。
当时, （2）美国国际商用机器公司（IBM）研究实力雄厚, 占领了计算机工业的重要市场。
CDC 面临这一形势制订了较好的战略,避免与 IBM 直接对抗,充足发挥自己的优势,及时抓住战机,终于占领了科学用计算机市场。
现在简要地介绍一下 CDC 所作的战略分析, 这将有助于我们理解制订战略的办法。
首先是明确总目的。
克瑞的远大志向是制造世界上功率最大的计算机, 但当时ＩＢＭ在通用计算机方面巳占领了很大的市场。
CDC 过去与原子能委员会的海军研究分部有较深的联系, 若进一步发展科学运算用大型计算机, 军事部门和大学（研究部门）都是较好的市场。
六十年代初, 这类“ 科学市场”还不大, 但诺瑞斯认为“科学市场”将很快扩大。
然后进行环境分析并作出战略决策：●总目的：制造世界上最大型计算机占领科学运算计算机市场●环境分析（SWOT 分析法）重要威胁（ＴＨＲＥＡＴＳ）是 IBM内部分析：弱点（WEAKNESS）研究费用不如 IBM、软件和服务不如 IBM、推销力量不如 IBM优点（Strength）研制科学运算计算机有较丰富的经验、克瑞是最优秀的大型计算机的设计人才、公司拥有一批能干的工程师外部分析机会（OPPORTUNITIES）二十世纪六十年代初, IBM 重要是研制商用计算机, 尚未下决心扩展到科学用大型计算机、“科学市场” 的特殊优点是, 科学家最喜欢由自己独创程序, 因此所需软件极少威胁：占领了计算机工业的重要市场。
