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支柱产业七日谈——第二日 竞争

发布于 2023-01-18

<p style="text-align: center;"><br /></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="color: rgb(136, 136, 136);">///<br /></span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 15px;color: rgb(136, 136, 136);">前言</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">在过去的牛市中,我们遗忘了很多重要的东西:</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">关注市场,关注竞争对手</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">以客户为导向做产品</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">保持优于对手的专业能力</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">……</span></p><p style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.5687074829931973" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4tIIhvCbBmujdX28YIicKwCXWslKPVC65ZCgs9Tiah5reKwDyf5wTwhfA/640?wx_fmt=png" data-type="png" data-w="735" /></p><p style="white-space: normal;text-align: center;"><br /></p><p style="white-space: normal;text-align: center;"><span style="color: rgb(178, 178, 178);">▼</span></p><p style="white-space: normal;text-align: center;"><span style="color: rgb(136, 136, 136);"><br /></span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;">第二日</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;"> <strong style="text-align: center;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;color: rgb(136, 136, 136);">——</span></strong><span style="text-align: center;font-family: 微软雅黑, sans-serif;">&nbsp; 竞争</span>&nbsp;</span><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;color: rgb(136, 136, 136);">——</span></strong></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;color: rgb(136, 136, 136);"><br /></span></strong></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">常见问题:</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">1、忽视竞争变化</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">2、缺乏组合竞争策略</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><p style="white-space: normal;"><img class="rich_pages wxw-img" data-ratio="0.75" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4NITiaA8P96PY2d87lpmFl1ic5R68S5wQMThdVu6IzVAYbicTKzww6nFWg/640?wx_fmt=png" data-type="png" data-w="432" /></p><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">常见案例:</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">同质化供应过大</span></section><p><img class="rich_pages wxw-img" data-backh="320" data-backw="407" data-ratio="0.7862407862407862" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4vJM6UluutvDrqM1Z5wYcZBGicaeY2T9PdfEmspIXly38p3GNIz02Ctw/640?wx_fmt=png" data-type="png" data-w="407" style="width: 100%;height: auto;" /></p><section style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;color: rgb(136, 136, 136);">同一板块内多个产品定位类似项目</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">供应同质化:行业标准化的首置首改产品</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">供应量过大:市场供求比从2上升到4.5</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">项目产品力评级:B&gt;J=A&gt;C</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">策略要点:</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6480938416422287" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4U4sMsCHOyQcXV8floiahkib7URPnrol5ZXWw7LBZhUPmu7QxIXSt1r3g/640?wx_fmt=png" data-type="png" data-w="341" /></p><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">1、竞争关系是动态的,每一个对手都在不断改变,随时应变是核心策略</span></section><p><img class="rich_pages wxw-img" data-ratio="0.44733044733044736" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4l9b10fdw29zGwRuniaf68HGHOVmcFGDUU2iblic43wLnHmwfyhY6DvfSQ/640?wx_fmt=png" data-type="png" data-w="693" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">2、在应变过程中,目标客户要准,价格要准,推广途径要准,需制定组合竞争策略,变项目竞争为产品线竞争</span></section><p><img class="rich_pages wxw-img" data-ratio="0.3794466403162055" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4Tveic2y3lpe8Wibic7AfnCxxXYaHib0LAoznCbNYFQ3icyficwQRRrwLZuug/640?wx_fmt=png" data-type="png" data-w="759" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">实操演示:</span></section><p><img class="rich_pages wxw-img" data-ratio="0.5907514450867052" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4YwmlFnHpnJ2jHqqDwqjzY6MKDIBBfBkicG6ib0vk6vs0OX1JvzIduzuw/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><img class="rich_pages wxw-img" data-ratio="0.6427745664739885" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4PGkGibicpIqqY9Zm3aBRmeoyicXaLTQ65fOCGaVXLQTKJJ0XVyGwEWErg/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><img class="rich_pages wxw-img" data-ratio="0.6265895953757226" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4dGqTn16pbANa9CTR8ujiaJWPjUugUSeuJdzh97O30nkCpvoWZoESsCg/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><br /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 17px;"><strong style="font-size: 40px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;">01&nbsp;</span></strong>客户细分可以根据总价、面积、社会标签、住房目的、生命周期等。结合城市情况,以总价为主轴,综合其它因素把市场分为6类</span></section><p><img class="rich_pages wxw-img" data-ratio="0.5572254335260116" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM47mSJbeg9vA83HBhWyvPgu4CnkZfhmBfFg4wgenVJAlvflzy9QiayOXw/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">市场细分的前提是首先了解客户群的特点——移民城市,打工/毕业移民占到55%;年轻的城市,22-35岁人群占到了61%;小中产聚集的城市,年收入6-15万的人口占到了57%</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6543352601156069" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4RRIhA71PcCdwkkCdNRkBYwPDIgPI66boFJbGMrIrTydmZ7XUnhic6Hg/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><img class="rich_pages wxw-img" data-ratio="0.5687861271676301" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4b9U0Exs64jQRbWMyK4NibvkEdicEunibduz81Sia30L3bMUTibF0IW0EBBg/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><img class="rich_pages wxw-img" data-ratio="0.715606936416185" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4DpmyJVuD1UYibqlK8Mootrn5Wlhy3bkngw6pQEYyhkNaPFzibgU01NBw/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><br /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 17px;"><strong style="font-size: 40px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;">02&nbsp;</span></strong>市场主要开发商在各细分市场的占有率各有不同,体现出各自发展的侧重点</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6520231213872832" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4thecUVJMNjYiayOD8WnCiaaBX3M3TP5yBYtACHnCp773BapnUZFPLvPg/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><img class="rich_pages wxw-img" data-ratio="0.7202312138728324" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4xZLoRApIfaQBZKDwpOGCpJuV5R7btd4Cl4S8ibnnTVticooTDoGsoPkg/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><img class="rich_pages wxw-img" data-ratio="0.7583815028901734" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM40Z9RFNrUXZpb8CRxH1VZ4c0FBiaRakibvZ4Co8HXPuZal4ibyTwwp5LbQ/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><br /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;"><strong style="font-size: 40px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;">03&nbsp;</span></strong></span><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 17px;">各细分市场的竞争惨烈度评估</span></strong></section><p><img class="rich_pages wxw-img" data-ratio="0.7664739884393064" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM47TmYwcMgdr6bV5b9uvicqjmtBm5fuPI77ea9OJia9ZfZM166bO2spTHw/640?wx_fmt=png" data-type="png" data-w="865"></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">惨烈度指标一:去化周期<br />常平和松山湖所在的F类去化周期很长并且不断增加;项目所在的B/C类去化周期增长压力大</span></section><p><img class="rich_pages wxw-img" data-ratio="0.5421965317919075" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4JXKSvuetInC9TQOooFBucErKNAbAvqK7ebGLN8mjm6pQkAGUjdIb6w/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">惨烈度指标二:开盘销售率<br />随着总价的提升,开盘销售率经历低-高-低的过程。在中年改善品类和豪宅品类,不仅销售率低,而且差异程度大</span></section><p><img class="rich_pages wxw-img" data-ratio="0.5387283236994219" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4Azzxokhz0T1cHWJDIMlJznkNCCI0fClQ08RWr6DPLnnniaPDBMMv3tQ/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">惨烈度指标三:下半年推盘指数;指标四:供需比<br />综合考虑四个指标,E、F细分市场处于紧急状态;B、C有上升压力</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6439306358381502" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4Nc3iaqHUibKvGAtppo25tibiatcRePtRlwMMlP8uyXM6kJqhkJXYNoIrSg/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">市场惨烈度与公司项目的供应结构比较,我们未来的供应偏向惨烈度较大的区域。项目A联排和项目B 3房以上户型面临压力较大,需要分配更多的管理资源予以重点关注</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6196531791907515" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM43ura6XgcjcouJB8znaUeFIT7icUVwJupibAPsyaufJx8SCgE50DXhY8w/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">从时间序列上看,经营压力将大量集中于11月以后,需要提早在产品力和客户资源方面攻关</span></section><p><img class="rich_pages wxw-img" data-ratio="0.653179190751445" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM41WXUcdzfDHgKtvArBUGc6ibWjM10JpONG5h6CC8XcwhrooxbqHtHN2Q/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><br /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;"><strong style="font-size: 40px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;">04&nbsp;</span></strong></span><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 17px;">项目在细分市场A的产品竞争力分析</span></strong></section><p><img class="rich_pages wxw-img" data-ratio="0.6647398843930635" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4g0x4t5EJJ6f8OjmsiafkiajC5aCkgZHg8wDFlAZibWTsz9kQQA3PbsYiag/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">项目在细分市场B的产品竞争力分析</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6751445086705202" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4BehTD2TgcOrkwiaUicAHNZWokQqsTmUZRqTARjGdNeX5wUedeKmLrNiaA/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">项目在细分市场C的产品竞争力分析</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6728323699421965" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4icVnSYM9qbyt3X6fiaJZQJOc4VJJBT24nDRQazbFI5iagPxSDeZrq3ic5A/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">综合来看,公司的产品竞争力明显高于竞争对手。不过,在D品类和F品类,强手如云,D/F是我们需要重点(关注)提升产品力的区域</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6219653179190752" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4ILPsn8Pxfib6NRPR7OacPJWy2LCw7vOoUJ5ewiboP4Sep6w2j9PouicMA/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">竞争力的提升应当以目标客户关注点(权重表示* )为落脚点</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6184971098265896" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4jicEz50YyCiaCCIx9E0fibHpvicqB3bWQcz1uTMbicl1b7rVANAf6sUbA3w/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">对于A/B品类,我们相对来说处于成本劣势,在目前的市场条件下,应当作为现金流项目,在竞品反应前尽量走量</span></section><p><img class="rich_pages wxw-img" data-ratio="0.608092485549133" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4WicMZEkibffCC0ksbCaX3VuLUvNaWb766vN2mremRiaUA3L7RGF62Z9Eg/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">对于C/D品类,我们的成本低于或等于竞品,不怕竞品挤压。建议利润与现金流并重;E/F品类应当是利润项目</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6046242774566474" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4nIeic1eOI0ibsicNeic2DiaYc9cuRy365FHsMopUO36zweHpra53lxJ3zAQ/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">为借鉴营销策略,我们研究光大在高端品类的营销举措。因为这是光大的主要优势(营销特点的集中体现),同时高端产品(市场)也是我们未来的压力所在</span></section><p><img class="rich_pages wxw-img" data-ratio="0.5572254335260116" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4icL5fxtV2QGQR5pV7wLNh2sGbTHTxm7OibxHicsBmpA0HB77hM699fFhQ/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">在地价相似的情况下,光大的天骄峰景和锦绣山河有一定的区位优势;我们有一定的产品优势(赠面大;户型差异)</span></section><p><img class="rich_pages wxw-img" data-ratio="0.6658959537572254" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4zlVdagIpyXPib4aDe49Qdcib4OcOQyacMoicGg2pnXnfpoXWPVCL5lfnQ/640?wx_fmt=png" data-type="png" data-w="865" /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">天骄峰景和锦绣山河主要依靠全城轰动的活动和直白式广告立体轰炸提高到访量。有效与无效手段并存</span></section><p><img class="rich_pages wxw-img" data-ratio="0.5734104046242775" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxNq5Jp0gkWibL9y9l7qjWM4eOGRiam7JlEuDz8iaOnXpiaCBNhYQ96NEzzh3ALbBJNzoicVPgia3nHLEvw/640?wx_fmt=png" data-type="png" data-w="865" /></p><p><br /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 40px;"><strong><span style="font-family: 微软雅黑, sans-serif;">05&nbsp;</span></strong></span><span style="font-size: 17px;"><strong><span style="font-family: 微软雅黑, sans-serif;">总结</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">管理资源的分配——市场惨烈度、相对竞争力、货值</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">停、改、缓;减、偷——市场细分提供决策依据</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">现金流还是利润——需要了解自己与竞品的成本结构与空间</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">有效提高产品力——根据客户需求,各细分市场有所侧重,有所选择</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">高端产品营销,竞品的启示——情景感、技巧、噱头</span></section><p style="white-space: normal;"><br /></p><section style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><br /></section><section data-role="paragraph" style="margin-bottom: 0px;letter-spacing: 1.5px;white-space: normal;box-sizing: border-box;"><section style="max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="margin-right: 16px;margin-left: 16px;text-align: center;max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;font-size: 12px;letter-spacing: 0.544px;caret-color: rgba(0, 0, 0, 0);">///</span></section><section style="margin-right: 16px;margin-left: 16px;text-align: center;max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="background-color: rgb(136, 136, 136);color: rgb(255, 255, 255);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.544px;caret-color: red;">&nbsp;-&nbsp; 小程序 -&nbsp;</span><br /></section></section></section><section style="margin-right: 16px;margin-left: 16px;max-width: 100%;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;text-align: center;min-height: 1em;line-height: 1.75em;overflow-wrap: break-word !important;box-sizing: border-box !important;"><span style="max-width: 100%;color: rgb(127, 127, 127);font-family: PingFangTC-Light;font-size: 12px;letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);overflow-wrap: break-word !important;box-sizing: border-box !important;">&nbsp;·「禾略问答」·</span></section><section style="margin-right: 16px;margin-left: 16px;"><a class="weapp_image_link js_weapp_entry" data-miniprogram-appid="wxf051804df9944e68" data-miniprogram-path="pages/index/index" data-miniprogram-nickname="禾略问答" data-miniprogram-type="image" data-miniprogram-servicetype="" href="" href=""><img class="rich_pages wxw-img" data-ratio="0.33830455259026687" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIxgXqtJ7x2ATMbtIm1oBmTM5cLtzxaHKiaJINP1DiaedwSS8oUuQadhFxpcXZiaWxTvWyWxXichXeiaGHw/640?wx_fmt=png" data-type="png" data-w="1274" /></a></section><section style="margin-right: 16px;margin-left: 16px;max-width: 100%;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, 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