奥美策略行销工具箱102

O&MRef:TN/SM/STRMKTOL/rc*策略行销工具箱StrategicMarketingToolBox(1)JeanLinSeptember1998MuchofthematerialinthisfilehasbeenjointlydevelopedbyColinBenjaminoftheHorizonsNetworkandIanStrachanofOgilvy&Mather.CopyrightisretainedbyColinBenjaminandOgilvy&MatherAsiaPacificO&MRef:TN/SM/STRMKTOL/rc*BASICTOOLKITWHYWHATWHOI乱流改变五大要素九宫格AEIOU竞争优势策略意图O&MRef:TN/SM/STRMKTOL/rc*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。O&MRef:TN/SM/STRMKTOL/rc*乱流的来源(SourceofTurbulence)模棱两可Ambiguity复杂Complexity似是而非Paradox不连续性Discontinuity不确定Uncertainty机会Opportunity惊奇Surprise乱流Turbulence=+++==O&MRef:TN/SM/STRMKTOL/rc*乱流(Turbulence)乱流度TurbulenceLevel12345世界World重覆的Repetitive扩展的Expanding改变的Cha