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67页word奥美广告_Strategic_Marketing_Tool_Box.zip策略行销工具箱StrategicMarketingToolBox(1)BASICTOOLKIT乱流(Turbulence)定义：当你经验某种完全无法预知的状况之时，你就会产生"乱流"。Definition:experiencingsomethingtotallyunsettlingthatyoucan’tpredict.了解“乱流度”能帮助我们推知产业或消费者，为何产生某种反应，以及如何帮助他们处在比较"舒适"的乱流度中。乱流的来源(SourceofTurbulence)乱流(Turbulence)改变"改变"可以帮助我们清楚的思考和分析企业、组织、或市场的变革判断和预测改变的结果“Change”canhelpustounderstandandanalyzechangesthatoccurinorganisationandinthemarket.缺一不可Youcan’tdowithouteachoneofthem竞争对手无法赶上的竞争优势这个工具帮助我们思考目前的状况，明天的状况，和未来的状况。提醒我们不要只去思考眼前的问题，也能预留未来胜利的空间和方向Thistoolhelpsustoevaluatewherewearetoday,wherewillwebetomorrow,andwherewewillbeinthefuture.Itenablesustohaveabroaderviewofthewholepictureandtomarchoninameaningfulfuturedirection.竞争优势CompetitiveEdge策略的意图想象一个远景Envisagesadesiredleadership计划达成远景的中间步骤Plansfortheinterimstepstogetthere如此可将组织的注意力放在“求胜”的本质上Focusestheattentionoftheorganisationoftheessenceofwinning例子Example国泰航空不同阶段的意图策略的意图:CathayPacific九宫格:Urgency/ImpactMatrixThStrategicIssuesMatrixisasimpletoolforagroupusetoagreeprioritiesbetweenanumberofissuesoractionproposals.Beforeratingeachitem,makesuretheowneroftheitemclarifiesittothegroupsotherearenomisunderstandings.Thegroupareinvitedtocalltheirratingsforbothimpactandurgency.Thescoreforimpactshouldalwaysbecalledfirstthenthescoreforurgencysecond.Thefacilitatorshouldstartwiththemarkeron5.5position.Rememberthatwearelookingforanaverageofallthecalls.Resistthetemptationtobeoverlyinfluencedbythelastcallorbythecallofthemostseniorpersonpresent.Listenforthecallsofthemostseniorpersonpresent.Listenforthecallsofthequietermembersofthegroup.Whentherearenomorebids,markthepointandmoveon.Whenthegroupispolarisedonanissue,marktheminorityviewaswellasthemajorityview.Andgivetheminorityachancetobringitupagainasabackwallissue.StrategicImpactMatrix策略性冲击方阵AEIOU团队合作的五大元素团队合作AEIOU好的团队必须具备上述的人才及专长才有可能顺利前行当你已经拥有清楚的策略意图时必须思考运用那一种人力资源是最值得和最有效的，大小：44.0 KB
