Event Details
The Training will be conducted in Chinese.
培训语言为中文。
Introduction
As globalization competition intensifies, enterprises are confronted with such barriers as diversified customer demands and the rise of local brands. Faced with these predicaments, they have identified two core challenges:
- Traditional sales models struggle to adapt to the complex market environment, and strategic homogenization leads to declining customer loyalty and squeezed profit margins.
- How to systematically formulate key account strategies? How to achieve sustainable growth through innovative marketing?
Integrating classic marketing theories with real enterprise scenarios, this course empowers marketing teams to accurately target high-value customers and build irreplaceable competitive barriers via strategic framework reshaping, competitor offense and defense drills, and business model innovation.
Target Audience
Marketing, sales, and management personnel from all industries.
Teaching Method
Lectures, video demo, case study, exercise, Q&A
Objective
Benefits at Organizational Level
- Strategic Optimization → Enterprises can integrate PEST, Five Forces and SWOT analysis tools to formulate differentiated market entry strategies.
- Model Upgrading → Master the nine-step competitor analysis and optimize the customer value delivery chain.
Benefits at Individual Level
- Analytical Ability → The sales team can apply the Ansoff Matrix combined with 3C-4R Model to accurately identify customers' hidden needs.
- Practical Skills → Through competitor canvas drills, participants can quickly deconstruct competitors' strategies and formulate offensive and defensive tactics.
Outline
Module 1: Strategic Breakthrough
The Era Background in a Complex Market Environment
- Unmet customer needs
- New mindset: Shift business focus to consumers/customers
- The "Six New" Concept & Mindset: New Customer Acquisition, New Consumption, New Supply, New Customer Acquisition, New Monetization, New Relationships, New Channels
Top Marketers Achieve Unity of Knowledge and Action, Acting Against Instinct
- What is marketing
- What is marketing management
Corporate Strategy & Marketing Management
- Research the environment
- Analyze the market
- Set objectives
- Formulate plans
Module 2: Practical Marketing
How to Innovate in Marketing
- 3C and 4P in Marketing
- Basic Process of Formulating Marketing Strategy: STP-4P (Strategy, Target, Positioning & 4P)
- Marketing Framework - For Who, What, How
Exercise: Formulation process of new marketing strategy, case study of Xiaoguancha
- From Product-Oriented 4P to 4R New Marketing Mindset
Case Analysis: Transsion Mobile; Sony's B2B Service Transformation; Toyota Lean Marketing
Market Environment Analysis for Strategic Response in Complex Market
- McKinsey Industry Analysis
- AI+PESTEL Analysis
- AI+Porter's Five Forces Model
- BCG Matrix
- Ansoff Matrix Analysis Chart
Interaction: Conduct industry analysis with PEST and Porter's Five Forces based on actual work scenarios, using AI tools
Inventory Resources & Analyze Situation (SWOT Analysis)
- Analyze the company's existing strengths and resources for problem-solving
- Analyze the company's existing weaknesses in problem-solving
- Analyze external opportunities
- Analyze external threats
- Determine strategic principles for proposing countermeasures
Exercise: Apply all the above tools in AI for strategic response in complex market environment
AI+ Competitor Analysis
- Objective of Competitor Analysis: To understand competitors' development status, industry current situation and business prospects through competitor analysis, so as to support business opportunity evaluation
- Role of Competitor Canvas
- Six Key Steps of Competitor Canvas Analysis
- Clarify objectives
- Select competitors
- Define analysis dimensions
- Collect competitor information
- Organize and analyze information
- Summarize and report
Exercise: Effective Competitor Canvas Analysis using AI tools (Exclusive)
Review: ORID
Notes：
- Please notify us at least 24 hours before the event if you want to cancel your ticket; otherwise, no refund will be issued.
- The E-invoice will be issued within 7 working days after the course concludes.
