1、Chapter 3Environmental Scanning part 2營銷環境掃描 第二部分1A Brief Review 簡要複習環境掃描的概念Environment Scanning: the process of continually acquiring information on events occurring outside the organization to identify and interpret potential trend (both opportunities and threats).環掃掃描：持續收集並分析發生在企業之外的事件信息以識別潛在趨勢（機

2、會和威脅）的過程。2022/8/222A Brief Review 簡要複習市場營銷環境的分類政治法律環境Political and Regulatory政局法律經濟環境Economic宏觀經濟消費者購買力社會文化環境Social and Cultural人口統計因素文化科技環境Technological競爭環境CompetitionPEST分析2022/8/223競爭環境Competition競爭CompetitionP：Political and Regulatory 政治和法律環境E: Economic經濟環境S：Social社會文化環境T：Technology技術環境PEST分析競爭分

3、析2022/8/224A framework of industrial competition analysis產業競爭分析的框架Step 1: Define the industry and Identify the competitors 定義行業和識別競爭者Step 2: Competitor analysis 競爭者分析Step 3: Analyze Other forces that influence the profitability 分析其他影響盈利能力的力量Misidentification of the industry and competitors can have

4、serious impact on the success of a marketing strategy.51.Define the industryTwo major approaches for defining the industry.兩種主要的定義行業的方法Demand-Based method: defining the market on customers problems to be solved.基於需求面的方法：從顧客所需解決問題的角度出發進行定義Supply-Based method: defining the market on attributes of the

5、firms.基於供應面的方法：從企業的特徵角度出發定義行業61.Define the industrydemand-basedProduct form competition(產品形式競爭): a level of competition in which only products and services of the same product type are considered.Product class(category)competition(產品大類競爭): a level of competition in which product and services that pr

6、ovide the same function are considered.Generic competition(一般競爭): a level of competition that includes all product or services that the customer views as fulfilling the same need.Budget competition(預算競爭): a level of competition that includes any products or services, related or unrelated, that could

7、 be viewed as substitute in a budget.71.Define the industrysupply-basedDefine competition by attributes of the firmsSize 企業規模Resource used 企業所擁有和使用的資源Channel of distribution 營銷渠道Product offered 所提供的產品Financial strength 財務力量Capability 能力81.Define the industryCombine market commonality and resource(ca

8、pability) equivalence(similarity) to identify and classify competitors. 可以結合基於需求面的方法和供應面的方法來識別和分類競爭者Market commonalty（市場重疊程度）: the degree to which a given competitor overlaps with the focal rm in terms of customer needs served. 競爭者所滿足顧客需求的相似程度Resource similarity（資源相似程度）: the extent to which a given

9、competitor possesses strategic endowments comparable, in terms of type, to those of the focal rm. 競爭者所擁有和使用的資源的相似性9Source: Mark Bergen, and Margaret A. Peteraf, “Competitor Identication and Competitor Analysis: A Broad-Based Managerial Approach”, 2002, Managerial and Decision Economics.101.Define th

10、e industry四種基本競爭類型 Four Basic Types of Competition完全競爭 Pure/Perfect Competition壟斷競爭 Monopolistic Competition寡頭壟斷 Oligopoly完全壟斷 Monopoly 2022/8/22111.Define the industry完全競爭市場的特徵大量的小規模的買家和賣家 Large numbers of small scale buyers and sellers產品或服務同質化 Identical products or services資源流通不受限制（廠商自由進出市場） Easy

11、to enter or leave the industry完全信息（買家和賣家可獲得相對稱的信息） Identical information between buyers and sellers價格由供求決定，買家和賣家都不能控制價格 Price is set by the market, no buyer and seller can dictate the price, they can only accept the equilibrium price that beyond their control2022/8/22121.Define the industry思考：你能找出一個

12、完全競爭市場的例子嗎？思考：在完全競爭的市場有營銷活動嗎？2022/8/22131.Define the industry壟斷競爭市場的特徵較多的廠商 A number of sellers相似的產品或服務，但存在一些差異 Similar products or services but perceived by the buyers as being different among each other買家和賣家間存在信息不對稱 Information asymmetry between buyers and sellers資源流動受到一定限制，存在進入和退出壁壘 Somewhat diff

13、icult to enter or leave such an industry廠商對價格有一定的影響力 Each participant in this market structure has some control over pricing2022/8/22141.Define the industry思考：你能舉出壟斷競爭市場的例子嗎？思考：壟斷競爭市場中企業成功的關鍵是什麼？2022/8/22151.Define the industry寡頭壟斷市場的特徵非常少量的大型賣家 Only a few large scale sellers in the industry產品或服務可能同

14、質化也可能差異化 Products or services sold in an oligopoly can be similar or different難以自由進入或退出 Difficult to enter or leave廠商能夠在一定程度上決定價格 Each seller has some control over price買家和賣家間存在信息不對稱 Information asymmetry between buyers and sellers2022/8/22161.Define the industry思考：你能舉出寡頭壟斷市場的例子嗎？思考：寡頭壟斷市場中的營銷有什麼特徵？

15、2022/8/22171.Define the industry完全壟斷市場的特徵只有唯一的賣家 Only a single seller controls the supply of a good or service and prevents other businesses from entering the field壟斷者控制價格 Being the only provider of a certain good or service gives the seller considerable control over price.許多國家有嚴格的反壟斷法，但由於許多原因，許多行業仍

16、然存在壟斷 Monopolies are prohibited by law in many countries, however, government-regulated monopolies do exist in some business areas2022/8/22181.Define the industry思考：你能舉出完全壟斷市場的例子嗎？思考：營銷在完全壟斷市場中的角色如何？2022/8/22191.Define the industry2022/8/2220212. Competitor Analysis222. Competitor AnalysisCompetitor

17、s Current StrategyCustomer and competitor target 目標顧客與目標競爭者Core strategy 核心戰略Supporting activity systems(marketing mix) 支撐核心戰略的行為（例如營銷組合）Product and service capabilitiesPricingPromotion(Communication)Distribution232. Competitor AnalysisCompetitors Strengths and WeaknessesThe ability to conceive and

18、design new products. 研發能力The ability to produce the product or deliver the service. 生產能力The ability to market. 營銷能力The ability to finance. 財務能力The ability to manage.管理能力242. Competitor AnalysisCompetitors Expected Future StrategiesCompetitors statement of its future strategy.利用競爭者自己對戰略的描述Use historical data to predict. 用歷史資料預測Simulate. 模擬Scenario planning: asking “what-if” questions to produce forecasts of alternative outcomes based