1、核心竞争力培训核心竞争力培训核心竞争力培训讲师：谭小琥谭小琥老师老师介绍：品牌策略营销专家清华大学特邀讲师世界华人500强讲师中国金牌管理咨询师国际注册企业教练（RCC）中国式沙盘模拟培训第一人授课风格：演说家的风采、战略家的气度、理论家的才华。谭老师的培训课程：理论与实践相结合，非常有效，使我们受益很多。中国移动集团讲师风格个性化，易听；易懂；易执行。南方石化谭老师很多实用的方法能直接用到工作中，在很大程度上提高了我们的沟通效率与管理能力。我们会再请谭老师给我们进行三天的培训。绿城集团告别理论讲教、推崇实务操作、亲历案例分享、实战经验传导。中海石油谭老师是集演说家、战略家、学者型于一身的魅力
2、讲师！联邦家居什么是核心竞争力？核心竞争力的特点是什么？What is the core competence of the corporation？核心竞争力，指的是组织具备的应对变革与激烈的外部竞争，并且取胜于竞争对手的能力的集合，是企业竞争力中那些最基本的能使整个企业保持长期稳定的竞争优势、获得稳定超额利润的竞争力，是将技能资产和运作机制有机融合的企业自身组织能力，是企业推行内部管理性战略和外部交易性战略的结果。Core competence, referring to the organizations response with external changes and fierce
3、 competition, and the ability of competitors to win the set, is the competitiveness of enterprises in which the most fundamental long-term stability can make the whole enterprise a competitive advantage, stable the competitiveness of excess profits. 核心竞争力的特点是1富有战略价值2具备稀缺和不可替代性3依靠模仿和学习难以获取4由各种元素的综合或整
4、合而来5影响企业经营元素的有限和可控性6企业在核心能力上的投资具有杠杆作用7应变力和延展性8不可交易性和阶段性特征1.Strategic value of rich 2.With scarce and irreplaceable 3.Rely on imitation and learning are difficult to obtain4.By various elements of the comprehensive or integrated from5.Elements affect the business of the limited and controlled 6.Enter
5、prise core competence from the investment leverage7.Responsiveness and scalability8.Non-transactional and the phase characteristics Dell差异化战略提升企业核心竞争力“黄金三原则” Differentiation Strategy The three procinples of golden1、直接面对顾客，坚持直销1.directly to customers, adhere to direct marketing2、按顾客订单生产，摒弃库存2.accordi
6、ng to customer order, abandon the stock3、关注顾客，与客户结盟3.focus on customers and customer allianceAmazon的企业核心竞争力技术创新Technology Innovation 成本领先Cost leadership 发掘新市场To explore new markets业务外包Outsourcing 营销创新Marketing Innovation1. 独立作业小组 The basic idea is to put a perfect enterprise is divided into a number
7、 of relatively independent production unit, the formation process of production unit, relatively close by and a team of skilled workers in computer software and network support, relatively independent to organize the production. 3.虚拟企业虚拟企业是一种具有代表性的合作企业策略，它实际上是一种短期的，只限于一个或几个项目周期内的企业网络结合。 Virtual Ente
8、rprise is a representative of the joint venture strategy, it is actually a short-term, limited to one or several projects within the enterprise network integration cycle. Generally believed, virtual business is an enterprise or multiple enterprises to resources as the core, the business strategy for
9、 the implementation of specific goals, rely on information, through one kind of network-based in the Union, to achieve the best combination of resources and enterprises of Kuaisu development. Virtual enterprises have retained only the most critical business functions and departments, while the other
10、 features and functions hypothetical or omitted, with flexible operation mechanism can reduce market risk, use of resources 4.Learning organization 学习型组织？学习型组织是全体成员全身心投入并有能力负担学习的组织。. Are all members of the learning organization and the ability to pay threw himself into learning organizations.学习型组织是让
11、成员体会到工作中生命意义的组织。. Members of the learning organization is to understand the meaning of life the work of the organization.学习型组织是通过学习创造自我、扩大未来能量的组织。Learning organization through the creation of self-learning and expand future energy organization.5.Knowledge managementIn the organization a quantitative
12、 and qualitative knowledge of the system, so that the organization of information and knowledge, through the acquisition, creation, sharing, integration, record, access, update, process innovation, and constantly feedback to the knowledge of the system to form a permanent continuous accumulation of
13、knowledge about individuals and organizations cycle of organizational intelligence, enterprise application and management of the organization to become the intellectual capital to help businesses make the right decisions, in response to market change. 一般来说，知识管理是一种漫长的经营策略，带给企业的好处为:一、创造企业新竞争价值。create
14、a new competitive business value.二、增加企业利润。to increase profits三、降低企业成本。lower business costs四、提高企业效率。improve enterprise efficiency.五、建立企业新文化. the establishment of enterprise culture 知识管理的步骤：Knowledge management steps1.认知Cognitive2.规划Planning3.试点Pilot4.推广和支持To promote and support5.制度化: Institutionalize
15、d6.第三方粘合度一、网站增加粘度比较容易的一个操作应该是设立建议区，广泛采纳网友建议，并第一时间回应。二、要让用户在第一时间了解到你网站最新、最有用的信息三、定位好用户，决定好网站的服务群体四、在决定好用户群的基础上挖掘用户需要，把用户需要的用网站的内容加以体现。五、要通过建立用户档案，架构与用户沟通的桥梁六、要定期与用户联络，加强情感的沟通七、要时刻跟踪市场动向，分析用户的消费心理、消费习惯和消费能力，制定有针对性的措施来稳住老用户、吸引新用户.Web site easier to increase viscosity of an operation is the establishmen
16、t of the proposed area should be widely adopted by users recommendations, and the first time to respond.Let the user know the first time your site the latest and most useful information.Good location the user to determine a good web service groupsIn determining the basis of a good user base mining u
17、ser needs, the user needs to be reflected with the sites content.Through the establishment of user files, a bridge structure and the userTo contact regularly with users to enhance communication and emotionAlways follow market trends, analyze the users consumer psychology, consumer habits and spendin
18、g power, the development of targeted measures to stabilize the old customers and attract new users 腾讯QQ的盈利模式分析 On QQ members, QQ show, QQ-ZONE, as a representative of the Internet value-added services. Based on mobile phone ringtone QQ, download the pictures as SP value-added business income. Intern
19、et advertising revenue. C2C network platform - pat. The third-party tools 财付通. Brand earnings.（1）以QQ会员、QQ秀、QQ-ZONE为代表的互联网增值业务。腾讯最初以免费的即时聊天工具OICQ掌握了巨量的用户资源，但免费策略也使得腾讯不可能从这个即时聊天工具获得直接的收益。怎样将这个市场份额优势转化为利润，成了腾讯要解决的重要问题。腾讯的做法是继续为客户提供免费基本通讯服务的同时，也提供收费的增值业务服务。通过免费的策略来占领和培育市场，并抵御竞争者，通过增值业务服务如QQ会员、QQ服饰、QQ-ZO
20、NE的道具饰品等来获取利润，这一部分已经成了腾讯公司现在最主要的收入来源。（2）以移动QQ、手机图片铃声下载等为主的SP增值业务收入。通过网络注册的QQ号码与手机号码绑定，手机成了移动的QQ，可以随时接收线上好友的信息，从原来单纯的“PC对PC”聊天模式发展到“PC对手机”及“手机对PC”的互动模式，短信业务量大增。并通过与电信运营商分成获得收益。（3）网络广告收入。主要是通过在即时通信的客户端软件(登入FLASH、即时通信视窗和系统信息)及在的门户网站的广告栏内提供网络广告盈利。（4）C2C平台拍拍网。腾讯也进入到C2C领域，投资建立了拍拍网。拍拍通过广告、信息置顶、特别推荐、特别展示等特别
21、服务来获得利润。（5）第三方支付工具财付通。腾讯的财付通主要是为拍拍网提供支付服务，做其强有力的后盾。但从另一个角度考虑，它也相当于一个没有风险的在线银行，拍拍网的买家卖家都或多或少地注入了资金。随着拍拍日益增长的用户数，财付通里的总资金就不是一笔小数目了，而腾讯可以用这些资金进行投资，且不要支付利息，所以也是一个融资的好办法。（6）品牌收益。QQ卡通品牌的外包则成为腾讯的一个特殊收入来源。腾讯与服饰商东利行合作，推出了QQ品牌专卖店，这成为我国互联网文化在线下的一种创新发展模式。同时，腾讯还推出了独立的衍生品牌“Q-GEN”，放大QQ的品牌外延，纵深发展服装业。不但可以扩大自己的品牌影响力，
22、还可以分享10%以上的代理费分成。the e-marketing model of PPGWill modern and traditional retail e-commerce model for innovation to modern network platform and call center service for the core, with advanced marketing concept, with excellent supply chain management and effective distribution system, perfect for cons
23、umers to provide high quality products and service to guarantee the clothing. Let consumers wear better spent less. This is the company PPG.com business model.PPG and VANCLMore than 80% of the order of the call center directly from the PPG everywhere direct return Most of the marketing and PPG money
24、 to choose on the control of the direct benefits to television, newspapers, magazines and outdoor advertisingPPG and VANCLVANCL advertising and marketing channel gravity concentration on the Internet68 is VANCL all advertising strategy, marketing and product strategy core.With Internet advertising,
25、for example: VANCL network media advertising depth, breadth and accuracy are rare in recent years of successful model.Large-scale network marketing allianceCRM(Customer Relationship Management)，即客户关系管理。CRM的主要含义就是通过对客户详细资料的深入分析，来提高客户满意程度，从而提高企业的竞争力的一种手段。CRM is the main meaning of customers through de
26、tailed analysis of the data, and to enhance customer satisfaction, so as to improve the competitiveness of enterprises.CRM是一个获取、保持和增加可获利客户的方法和过程。CRM最大程度地改善、提高了整个客户关系生命周期的绩效。在CRM中客户是企业的一项重要资产，客户关怀是CRM的中心，客户关怀的目的是增强客户满意度与忠诚度。CRM is a gain, maintain and increase the profit of the method and process of
27、customers.customers of the enterprise is in an important asset 1.客户概况分析(Profiling) customer profiling analysis包括客户的层次、风险、爱好、习惯等；2.客户忠诚度分析(Persistency) customer persistency analysis指客户对某个产品或商业机构的忠实程度、持久性、变动情况等；3.客户利润分析(Profitability) customer profitability analysis指不同客户所消费的产品的边缘利润、总利润额、净利润等；4.客户性能分析(
28、Performance) customer performance analysis不同客户所消费的产品按种类、渠道、销售地点等指标划分的销售额；5.客户未来分析(Prospecting) customer prospecting analysis包括客户数量、类别等情况的未来发展趋势、争取客户的手段等；6.客户产品分析(Product) customer product analysis包括产品设计、关联性、供应链等；7.客户促销分析(Promotion) customer promotion analysis包括广告、宣传等促销活动的管理。1.what is the “the bullwh
29、ip effect”and why it happen?牛鞭效应定义：营销过程中的需求变异放大现象被通俗地称为“牛鞭效应”。(指供应链上的信息流从最终客户向原始供应商端传递时候，由于无法有效地实现信息的共享，使得信息扭曲而逐渐放大，导致了需求信息出现越来越大的波动。) Supply chain information from the final clients to the original suppliers, unable to transfer information sharing effectively, make the information distortion and gr
30、adually, the demand information to appear larger fluctuation.“牛鞭效应”是市场营销活动中普遍存在的高风险现象，它直接加重了供应商的供应和库存风险，甚至扰乱生产商的计划安排与营销管理秩序，导致生产、供应、营销的混乱，企业可以从6个方面规避或化解需求放大变异的影响：即订货分级管理；加强入库管理，合理分担库存责任；缩短提前期，实行外包服务；规避短缺情况下的博弈行为；参考历史资料，适当减量修正，分批发送；提前回款期限。1.Order classification management; 2.Strengthening of warehous
31、e management, reasonable share stock responsibility; 3.Shorter lead time and outsourcing services; 4.Under the condition of the shortage of evading game behavior; 5.Reference historical data, appropriate reduction correction, partial send; 6.The cash in advance. 2.what is SCM? the benefits of inform
32、ation technology in SCM?供应链管理（Supply chain management，SCM）是一种集成的管理思想和方法，它执行供应链中从供应商到最终用户的物流的计划和控制等职能。从单一的企业角度来看，是指企业通过改善上、下游供应链关系，整合和优化供应链中的信息流、物流、资金流，以获得企业的竞争优势。SCM(Supply Chain Management)就是对企业供应链的管理，是对供应、需求、原材料采购、市场、生产、库存、定单、分销发货等的管理，包括了从生产到发货、从供应商的供应商到顾客的顾客的每一个环节。SCM is an integrated management ideas and methods, it is executed in the supply chain from supplier to the end users logistics planning and control functions. From a single enterp
