咨询师基本培训(Basic
心理咨询与治疗 第12章 心理咨询与治疗整合技术
以下是咨询师采用整合疗法对此来访者进行治疗的咨询过程： 初始阶段：李女士详细描述了自己的婚姻状况和与家人的相处模式，谈到自己压力很大，情绪总是很差，感觉生 活黯淡无趣，希望能够通过咨询消除自己的不良情绪，重拾生活信心。在这一阶段，咨询师耐心认真地倾听，广泛地收 集资料。一方面让李女士宣泄了自己的情绪，另一方面为建立良好的咨询关系打下了基础。此外，咨询师还和李女士共 同探讨并明晰了咨询方式和咨询目标。 中间阶段：在这一阶段，咨询师将重点放在了帮助来访者再次评估或重新看待其问题上。通过整合精神分析、行 为主义、认知疗法、格式塔疗法等多种理论和技术，咨询师了解到：李女士自身存在许多不合理信念，如绝对化、以偏 概全等；李女士的性格及行为表现深受其童年成长经历的影响。咨询师借助行为主义疗法中的放松训练帮助李女士缓解 了心理压力和焦虑情绪。咨询师还采用认知疗法中的识别自动化思维、辨别错误认知、真实性检验、去中心化、监控焦 虑水平等技术帮助李女士从多种视角了解自己的认知模式，进而转变不合理认知。此外，咨询师借助精神分析及格式塔 疗法中的经典技术，和李女士探讨了早期的童年成长经历 （父母的相处模式、父母对自己的教养方式等），引导其觉察 了自己对于家人的投射，使李女士理解了早期经历对自己当下行为模式及性格的影响，促进了自身行为的改变。 结束阶段：通过前两个阶段的咨询，来访者渐渐明白了早期经验是如何影响自己的，能够更加理性地看待自己的 问题和行为。咨询师协助来访者制订了一系列行动计划，并帮助来访者对行动进行了回顾和评估。之后，和来访者探讨 了结束咨询的想法，和来访者一同回顾了整个咨询过程，帮来访者明确了解了自身的改变。最后，和来访者达成一致意 见，结束了咨询关系。
麦肯锡咨询师常用模型ppt课件
邮政事业本部 (邮件业务团)
• 提供大韩公共服务及提高邮政服务收 益性的目标
• 宅急送区域的广域性
• 制定Hub & Spoke 运输网体系
• 促进宅急送服务
Corporation• 促进综合邮政物流信息系统的构筑
1
咨询师基本培训(Basic Tool)
2
I. Biz System 分析 II. Value Chain 分析 III. Core Competency 分析 IV. 7S 分析V. 3C 分析 Nhomakorabea目录
VI. SWOT 分析 VII. FAW 分析 VIII. FORCE 分析 附件- 内部 / 外部环境分析
分析、 目标设定、品牌运营计划、 品牌开发活动、产品群影响 度／收益性分析、产品革新、品牌portfolio 分析、 市场调查、 客户需求分析、潜在市场分析、营业业绩分析、产品群收益性
活 分析
动 IMC 运营: 市场分析、Target设定、产品Concept定义及竞争品
牌分析、广告目标协议、广告Concept设定、广告制作及评价、
目 标
有效使用Marketing费用 提高广告Creative
Quality
有效使用广告费用
销售
利润
主 要
M/S(Market Share) BPI(Brand Power
Index)
成 广告满意度
果 Marketing费用的使用效
指 标
率
商标认知度 Brand 偏好度
IV. 7S 分析
McKinsey 的7S 概念 (Framework)
Structure (组织结构)
心理咨询基本要求
心理咨询基本要求摘要：心理咨询是一件充满挑战性的工作,它独特的工作特点决定了对心理咨询师的独特要求。
随着心理咨询的社会需求急剧增长，对咨询人员的专业性要求也逐步严格。
本文将从心理咨询师的专业理论与实践、人格特质和职业道德三个方面来探讨心理咨询师的基本要求。
关键词：心理咨询；专业知识技能；人格特质；职业道德Abstract: Counseling is a challenging task, and its unique characteristics determine the unique requirements of the counselors. With the rapid growth of the counseling needs of the community, requirements on professional consultants gradually become strict. This article is going to explore the basic requirements of the counselors on three respects: the professional theory and practice, personality and work ethic.Key words: Counseling; Professional knowledge and skills; personality; work ethic心理咨询是指具有心理咨询专业技术人员, 运用心理学的原理和方法对存在心理不适和心理障碍并企求解决的来访者提供心理援助, 使其心理转变并维护其心理健康的过程。
目前，心理咨询无论是其作用的领域还是从业人员规模都随社会需求的增长而急剧扩大,其理论体系和操作原则已逐步臻于完善,对咨询人员的专业性要求也逐步严格。
现代经济的发展,激烈生存的竞争使人们的心理压力、心理疾患剧增,寻求疏泄心理和求助心理日益迫切。
家庭教育指导师《基础知识》考试真题
家庭教育指导师《基础知识》考试真题1[单选题]()（江南博哥）介绍了一个适合个别儿童需要的多模式、综合性、可选择的咨询工作框架。
拉扎勒斯在社会学习模式的基础上建立了基础识别（BASICID）模式，用来描述人们感知世界的七种途径以及咨询中经常遇到的问题区域。
A.费斯廷格B.拉扎勒斯C.科尔西尼D.塞利格曼正确答案：B参考解析：拉扎勒斯介绍了一个适合个别儿童需要的多模式、综合性、可选择的咨询工作框架。
拉扎勒斯在社会学习模式的基础上建立了基础识别（BASICID）模式，用来描述人们感知世界的七种途径以及咨询中经常遇到的问题区域。
2[单选题]亚隆描述了咨询中三种类型的披露，他不认为()。
A.咨询过程和咨询原理的披露是一种类型B.咨询师自我披露此时此地情感的表达是一种类型C.咨询师个人隐私的披露是一种类型D.咨询师个人生活的披露是一种类型正确答案：C参考解析：亚隆描述了咨询中三种类型的披露。
他认为，咨询过程和咨询原理的披露是一种类型。
另一种是咨询师自我披露此时此地情感的表达。
第三种类型的披露是咨询师个人生活的披露。
3[单选题]()等指出，真正令人担忧的是学习障碍儿童缺乏社交技能。
A.费斯廷格B.麦凯克伦C.科尔西尼D.瑟尔奈克正确答案：D参考解析：瑟尔奈克等指出，真正令人担忧的是学习障碍儿童缺乏社交技能。
4[单选题]()者把人看作是应答器，认为所有的行为是由学习得来的。
他们否认人类行为的自我导向和心灵主义概念。
A.认知主义B.行为主义C.精神分析D.人本主义正确答案：B参考解析：行为主义者把人看作是应答器，认为所有的行为是由学习得来的。
他们否认人类行为的自我导向和心灵主义概念。
5[单选题]在操作性条件反射中，()是指那些以某种方式作用于环境，并使环境发生改变的行为，也可称其为“工具性行为”。
A.无条件反射行为B.条件反射行为C.练习行为D.操作性行为正确答案：D参考解析：在操作性条件反射中，操作性行为是指那些以某种方式作用于环境，并使环境发生改变的行为，也可称其为“工具性行为”，因为它是实现目标的手段或工具。
心理咨询师三级基础知识之心理测量和咨询心理学必背
心理咨询师三级基础知识之心理测量和咨询心理学必背（Psychological measurement and counseling psychology of three basic knowledge counselors are necessary）National psychological counselors three test notes 51. The first scholar to initiate a scientific psychological test was Golden, a British biologist and psychologist(F.Galton).In 2 and 1890, Cattell published the psychological test and measurement in the journal Psychology, which was the first psychological test in the psychological literature.3, Binet (A.Binet) and his assistant, Simon (T.Simon), produced the world's first formal psychological test.4, the development of psychological testThe development of the performance testThe development of the group intelligence test: the army alpha and a foundation for the development of intelligence test group test are compiled by Otis on the need for the United States Army officers and soldiers of the selection and distribution of arms.The development trend of an aptitude test: Wechsler series of preschool children, school-age children and adult intelligence scale, the first to abandon training units of measurement, using deviation IQ ratio instead of IQ, the table is dividedinto two parts of speech and operation, not only can calculate the IQ, also can distinguish different aspects of intelligence.The development of the personality test: including personality, temperament, emotion, interpersonal relationship, motivation, interest and attitude measurement. Is the pioneer of Kraepelin, the earliest free association test administered to mental patients5, the definition of psychological test according to certain rules of human behavior with numbers to be determined according to the theory of psychology, the use of certain procedures to human behavior determine a quantitative value.6, psychological test three basic elements:The behavior of samples is conducted to test questions: a personal reaction, just a sample of all possible topics included. The representation of the whole, the validity of the sampling studies, the key lies in the representativeness of the sample, that is, not any part can represent the whole.The standard: refers to the test preparation, implementation, test scores and score interpretation consistency program, it is important to establish a representative norm.Objective: the difficulty of measurement, test scores, implementation, interpretation is objective, and try to minimize the main subjects at the level of. The difficulty level of the test or the whole test must be objective.7, the nature of psychological tests (understanding)The indirect: cannot be measured directly from people's psychological.The relative: there is no absolute standard, there is no absolute zero, the measured results are compared.3: the actual test is objectivity standard.8, psychological test classification (memory)The intelligence test: the general level of intelligence, measurement including: Binet intelligence scale - Simon, Standford - Binet intelligence scale and the Wechsler Adult Intelligence scale.The special ability test: special potential ability to measure individual for their studies, occupation guidance and screening of some special types of personnel used.3 personality test: measuring the person's character, temperament, interest, attitude, character, emotion, motivation, beliefs, or personality in ability of outside part.9, the correct treatment and use of psychological tests must be doneThe test users must have certain qualifications: 1. The main subjects must master the basic knowledge of psychology, and accept psychology training. Participants must undergo rigorous,systematic psychological tests, professional training, and familiarity with test content and scope of application,Psychological counselors should have the following conditions: 1., character 2., self repair and awareness, 3., good at tolerance is 4. others, a strong sense of responsibility, 5. self-knowledgePsychoanalytic theory viewAlpa Porter: zoning, structure, dynamics, development and adaptation to the five points of viewZhong Youbin's psychoanalytic and cognitive therapy in ChinaBehaviorism theory viewPavlov: classical conditioning theoryThorndike: try - wrong theoryWahson: stimulus response mode R = f (S)Tolman intermediate variable B = f (SPHTA)Skinner: operating condition R = f (SA) third variableBandura: social learning theoryWolpe: behavior therapyCognitive psychology point of viewThe process of information processing in the black box is the most importantExistential humanistic psychologyOn the basis of humanistic philosophyFocusing on the establishment of consulting relationshipsOn the premise of unconditional positive attentionTo equality, warmth, sincerity and other technologies as an important meansFor the purpose of stimulating potential and achieving self actualizationRepresentative: Rogers MaslowHuman psychology, Guo NianfengThe motive force of the development of psychology comes from the internal demand of human natureThe principle of consulting treatment is restored from imbalance to relative balanceThe task of psychological consultationKnow your own inner and outer worldCorrect irrational desires and misconceptionsLearn to face reality and deal with realityHelp the caller learn to understand othersHelp those seeking help to become more aware of themselvesHelp those who seek help build reasonable behavior patternsClassification of psychological counselingBy nature: development, psychological counselingHealth psychological consultationRestrictive psychological counselingAccording to the size of consultation: individual counselingGroup CounselingAccording to consultation time: short distance consultation 1~3 weeksMedium range advisory 1~3 monthsLong term consultation for more than 3 monthsAccording to the form of consultation: outpatient, telephone, Internet counselingNational psychological counselors three test Notes 61. A brief history of PsychologyoriginTurn to psychologists for their own psychological problems that appear about one hundred years ago. That is to say, psychology applies to people's practice, only one hundred years of history. Prior to this, human beings did not have psychological problems or psychological barriers in their lives, but only when they had psychological problems, they often turned to priests, priests, wizards, and so on.DevelopmentGalton: the method of measurement is used to study the individual differences of psychological activities, and the method of free association is established.Cattell: founder of the psychology test, published the psychological test and measurement in 1890.Wetma: founder of counseling. In 1896, the children's behavior correction clinic was established.Binet Simon: intelligence measurement for mentally retarded children.Parsons: the rise of career guidance, career guidance.Beals: in 1907, the book published "consciousness of the mind", which contributed to the later psychological health.2, the status quo and Prospect of psychological counseling in ChinaPresent situationPsychological counseling has been professional (social level, social benefits, economic benefits, organizational construction and information ditch, social recognition, 01 years in August, psychological counselors, national occupation standards promulgated).2, there is a gap between the demand for psychological consultation and the consulting power.expectationThe trend of China's psychological and counseling work is becoming stronger and strongerThe universality of social demands and the popularization of work are becoming stronger and strongerProfessionalism will continue to develop, and will be integrated with the Chinese market economy, in the case of social understanding and recognition, its value is more andmore recognized.It will be separated from its adjacent disciplines (especially Psychiatry) with its own diagnostic, operational and basic theoretical concepts, and its independence will be one of the goals for future development.3, about the definition of psychological counselingDefinition of psychological counseling: psychological counseling is the process of psychological counselors to help those who seek help to solve all kinds of psychological problems.In the field of science, the definition of something is, in principle, the essence of that thing in the most general language.4, about psychotherapyThe definition of psychological therapy: psychotherapy is a process for psychotherapists psychology and behavior of the patient's problem".* the similarities and differences between psychological counseling and psychotherapyThe nature of the operation is different: consultation, assistance, coordination, and consultationTreatment - correction - compulsory correction and treatmentby a therapist.Consultants and people build relationships: counseling assistance relationships, namely, equal consultation and mutual assistance.There is no room for negotiation when the treatment is carried out. You're not talking"5. Psychoanalytic theory:Life of Freud (S.Freud, 1856 - 1939)Freud doctrine is extremely influential. General meaning and clinical significance of psychoanalysis.Limitations and influences of PsychoanalysisLimitation: it takes the theoretical hypothesis which has not been proved as the major premise, and draws the conclusion through deductive reasoning. Therefore, it has certain subjectivity.Impact: psychoanalysis focuses on finding the unconscious motivation behind the symptoms to make them conscious. That is to say, through the analysis, the help seeking person realizes the crux of his unconscious, produces the understanding of the conscious level, and transforms the unconscious mental process into the mental process of consciousness.6, behaviorism theory view:Behaviorist theory is very different from psychoanalytic theory. In methodology, it puts forward the brain mechanism of behavior on the basis of rigorous and large amount of scientific experiment results, and then explains the abnormal behavior according to this, and finally puts forward the correction method. Rigorous science is its characteristic. In the attitude of spiritual phenomena, we prefer to avoid and never make subjective conjectures.7, there is humanism viewThere is humanistic psychology in the United States in 1950s rise, it draws its philosophical foundation from phenomenology and existentialism, advocated from the closed sense experience, analysis theory and spirit decided against behaviorism environmental determinism of unconscious motivation. Stir fry as "fourth wave"".8, cognitive psychologyCognitive psychology is a trend in psychology, not a school of thought. It is proved by experiments, the cognitive understanding of regulation of environmental conditions, stimulus intensity, emotional development and behavior way, so in psychological counseling and treatment, can be used to help them solve psychological problems.9, the humanistic point of viewGuo Nianfeng believes that only from the essential attributesof human beings,That is, from the human nature, we can correctly explain the psychological activities, psychological structure, psychological motivation, personality development, pathological changes, clinical psychological diagnosis and correction and so on. Only by grasping human nature can we enter the hall of human beings.10, the object of psychological counselingThe most common and primary object of psychological counseling is the population of healthy people or psychological problems. It is different from the very healthy people and is different from the object of psychotherapy.A list of working objects of psychological counseling and psychotherapy11, the task of psychological counselingBuild new relationships;Understanding internal conflicts;Correct erroneous views;Deepening self understanding of the help seeking;Learn to face real problems;Increase the degree of human freedom;Helping the caller to make new effective behavior.12, classification and form of psychological counseling Content based development consultingHealth consultationIndividual consultation by sizeGroup CounselingAccording to the form of outpatient consultationTelephone consultationInternet consultingGeneral procedures of psychological counseling:The collection of data; the analysis of data Comprehensive evaluation and diagnosisEstablishment of differential diagnosis consultation program Psychological counseling for children and childrenFor children 3 years of age, the greatest threat to mentaldevelopment is insecurity.Children's cerebral cortex function is not perfect, after being frightened, the mood is easy to generalize.Most of the psychological disorders are behavioral disorders:Hyperactivity, excess action, aggression, withdrawal, etcPsychological counseling in adolescenceThe causes of behavior and psychological disorders are not only the bad upbringing of the family, but also the wrong treatment after admission, especially the wrong treatment of teachers. It is very important to arouse interest in study in this periodPsychological counseling in youthThe main problem: maladjustmentMain characteristics: for the sake of being enterprising and in constant anxiety, the personality stability is bad, and pays attention to own appearanceMain reasons: pressure and employment pressure,A feeling, puzzle, relationship, etcPsychological counseling for middle aged peopleMajor problems: anxiety and depressionThe main reason: the burden and pressure from society, family, career and self.Psychological counseling for the elderlyThe major psychological needs of the elderly: 1. health and dependency needs; 2. job demands; 3. quiet needs; 4. respected needsPsychological counseling for love problemsLove is the process of satisfying three basic needs of human beings and experiencing them.Sexual satisfaction, biological needsLove psychological satisfaction, spiritual needsThe attachment of love, the satisfaction of experience, the needs of societyCounseling about marital problemsGrasp the quality of marriage three points: love, understanding, mutual dependenceThe consultation principle of marriage and love1. abide by the laws and ethics related to marriage 2 first judge the nature and degree of emotion 3. analyze and teasepsychological factors 4. change their irrational ways of thinkingPsychological counseling for family problemsBeware of broken families, dead families"Major principles:Make the problem concrete and objectiveTake the point of view of the help seeker as the coreNo decision is made for the caller at any timeStrictly protect the privacy of the callerTry to keep both partners in consultation at the same time。
培训须知(共3张PPT)
13:30-17:00
请配带好各自的参训证； 请配带好各自的参训证20；13-9-13
上午
09:30-12:00
培训结束时请清理自已（座星位期五上）的物品下，午保持培训13室:3的0-1整6:洁30。
下午
16:30-17:00
模块
培训课程
开营破冰
昂立早教的商业价值
1.昂立亲子课程理论架构;
2.稚慧谷宝盒与课程结合介绍
稚慧谷宝盒实物介绍
亲子园团队建设
1பைடு நூலகம்亲子园筹建甘特图的制作；
2.资质办理； 园所筹建
区域规划及亲子园选址类别简介；
1.稚慧谷亲子园装修；
2.教材、教玩具、开业物品采购指
1、早教市场运作特性；
2、稚慧谷的市场运作特性；
3、开业策划及基本流程；
4、名单采集与数据管理；
考核收卷
课时 半天
地点
讲师 张文辉
2.5小时
稚慧谷投资人培训
Basic Training For All Investors
第1页，共3页。
培训须知
1. 请准时参加培训，请勿迟到、早退；
2. 请配带好各自的参训证；
3.请将手机设为振动或静音;
4. 培训时请保持会场安静，不要随意走动; 5. 培训结束时请清理自已座位上的物品，保持培训室的整洁。
李国光
1小时 半天
2小时 1.5小时
一天
广元西路 45号6楼 放映厅
张文辉 王丽华
张文辉
2天 0.5H
郑黎晟 姚璎
备注： 具体的日程安排以培训当天为主，最终的解释权归上海昂立教育投资咨询有限公司。培训时间上午9:30-12：00，下午 13:30-17:00。
咨询顾问师基本技能训练dqmt
设计图表
练习：玩具熊行业，1988-1998
玩具熊生产企业
净销售额；百万元
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1
2
3
4
5
6
客户
总额
出生人数（百万）
232.6
256.6
292.6
269.4
252.2
248.7
247.0
204.2
242.8
278.4
举例
5月份，甲产品占销售总量的最大份额
排序
不同元素的排序（并列、高于/低于其它元素）
5月份，甲产品的销售超出乙产品和丙产品
时间序列
一定时间内的变化（在几周、几个月或几年间的变化趋势；上升、下降或保持稳定）
销量自1月份以来稳步上升
频率分布
在渐进数列中的数量分布
5月份，大多数销售集中在1,000元和2,000元之间
贵公司必须立即采取行动，研拟并实行明确对象的营销计划以改善LX20产品的销售
论证式
组合式
需要行动的理由
相对于
行动的内容
从结论说起中心思想逻辑论证逻辑组合不遗漏、不重叠(不多不少)
Mutually Exclusive Collectively Exhaustive(Nooverlaps) (Nogaps)相互之间具有排他性/整体而言毫无遗漏
这是否「不多不少」？--3对此项业务，公司应采投资/增长战略该市场看好业务茁壮财务方面和市场的绩效一直都非常好销售和财政方面的前景看来很好有创意的市场营销战略证明是成功的
建立我们的金字塔我们主要传达的信息(中心思想)是什麽？是否合乎TOPS的标准？应采用论证式还是组合式？最后的架构是否通过有关的逻辑测试呢？如采用逻辑组合方式，各要点在逻辑上是否相同(如：都是步骤、问题或利益？)并按照逻辑顺序排列？如采用逻辑论证方式，第二点是否是针对第一点的评论意见，并一定会引申到第三点而不致引申到其他地方？用论证式或组合式的论点是否可不多不少地支持结论呢？相互之间具有排他性：每一个论点是否只用一次并用在最适当的位置？整体而言毫无遗漏：我们是否提出了支持或辩护结论中心思想所需的全部论点呢？
咨询师培训方案
咨询师培训方案培训目标本培训方案旨在提供一套全面的咨询师培训计划，帮助参与培训的个人或机构掌握咨询技能和知识，提高咨询服务的质量与效果。
培训内容1. 咨询理论与基本技能：培训将涵盖咨询的基本理论，包括人际关系、心理学、社会学等相关领域的知识。
参与者将研究如何建立信任、倾听、提问和沟通等基本咨询技能。
2. 咨询过程与技术：培训将介绍咨询过程中的常见技术和工具，如情绪管理、解决问题、目标设定、辅导技巧等。
参与者将研究如何有效地引导咨询过程，帮助客户解决问题和达到目标。
3. 心理健康与问题解决：培训将关注心理健康和问题解决方面的内容，参与者将研究如何识别和评估心理问题，采取相应的咨询策略和方法，帮助客户克服困难，提升生活质量。
4. 咨询伦理与道德：培训将介绍咨询伦理和道德的重要性，培养参与者处理伦理问题的能力和意识。
参与者将研究如何确保咨询过程的保密性、尊重客户的权益，并且处理潜在冲突和困境。
5. 自我反思与发展：培训将鼓励参与者进行自我反思和个人发展，通过反馈和指导，不断提升咨询师的专业能力和素质。
培训形式1. 讲座与案例分析：培训将以讲座和案例分析的形式进行，通过讲解和实际案例的分析，引导参与者理解咨询的理论和技巧。
2. 角色扮演和模拟：培训将组织角色扮演和模拟练，让参与者亲身体验和应用咨询技能，提升实践能力。
3. 小组讨论和互动交流：培训将鼓励参与者进行小组讨论和互动交流，促进知识的交流和共享。
培训效果评估为了确保培训有效性和参与者的研究成果，我们将进行定期的培训效果评估。
评估内容包括知识理解、技能应用和个人发展的反馈。
同时，我们也欢迎参与者提供对培训方案的改进建议和意见。
培训师资本培训方案将由经验丰富的咨询师和心理学专家组成的团队进行授课。
他们具有丰富的咨询实践经验和专业知识，能够提供高质量的培训服务。
以上是关于咨询师培训方案的基本内容和安排，请参考。
如果您对培训方案有任何疑问或需要进一步的信息，请随时与我们联系。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
• 邮政事业本部长强力的业务促进支援
• 公共机关组织形态转变为民营企业组织形态的 过度期情况
• 中央行政机关的资力特性 • 搜集人力需求的不安定性
• 需要提高专业化的根本变化(没有原因)
主要成果指标 主要业务目标
客户分析
BLC分析*
品牌 企划／运营
* BLC: Brand Life Cycle
广告、促销 企划
广告、促销 执行
广告、促销 评估
品牌 成果分析
成果分析
销售、利润增加 新产品开发 提高Brand Equity 维持Brand Identity 增加M/S(Market Share) 缩短产品开发时间 节俭产品Concept Cost 有效使用Marketing费用 提高广告Creative Quality 有效使用广告费用
文件编号
20021025-6
咨询师基本培训(Basic Tool)
(2002.10.25)
XXX专职 咨询师
目录
I. Biz System 分析 II. Value Chain 分析 III. Core Competency 分析 IV. 7S 分析 V. 3C 分析 VI. SWOT 分析 VII. FAW 分析 VIII. FORCE 分析 附件- 内部 / 外部环境分析
商品开发
采购
物流
宣传 广告
店面 Merchandizing
营业
服务
户
广告代理店的 Business System
Media 采购
开发客户 商品企划 销 售
广告制作 广告实施 Monitor
3
II. Value Chain 分析
Value Chain与主要部门之间的差别化要素
有效／迅速的信息系统的 构筑与灵活运用
Shared Value (企业理念)
Style (企业风格)
Skill (组织能力)
Staff (人才)
7
Shared Value
Strategy
Style Structure
Staff Skill System
对邮政事业本部 的7S 分析
• 创造出最好的企业价值 • 客户满意度第一的经营 • 最佳的价值最大化
新产品开发
新产品
基础
市场
产品
开发
调查
分析
企划
品牌管理
产品上市
上市管理
IMC 运营
品牌 管理
市场分析
广告 促销
IMC 运营*
* IMC: Integrated Marketing Commut开发、产品上市适当性评估、制定产品价 格、 指定上市时间及流通方式、产品设计开发、开发预算选定及投资 计划、开发日程及流程管理、确保开发必要的资金来源、开发样品及 促销品、需求预测
商品开发
Marketing
制定 Pricing
承 销 Syndication Placement Trading
客
外卖业的 Business System (例: Fast Food)
项目概念 的企划
业态开发 原材料查找 原料采购 人事培训 指挥/监督 店铺运营
促销
零售业的 Business System
❖需要有不能轻易模仿的部分 ❖核心力量 = 开发know how+ 经营支援+组织能力
竞争优势的源泉
有形/无形资源
组织力量
核心力量
❖需要有与其它企业的连接，应用的可能性
6
持续的竞争优势
IV. 7S 分析
McKinsey 的7S 概念 (Framework)
Structure (组织结构)
Strategy (战略)
• 需保障邮政部门业务运营的实际自律性 • 系统与局和课之间的功能连接好，且执行能力强
V. 3C 分析
3C分析的概念 (Framework)
- 规模,成长性 -Segment /
Needs - 结构变化
客户 (Customer)
公司 (Corporation)
- 市场占有率 - Brand Image - 技术力/ 质量 - 销售率 - 收益率 - 资源
竞争 (Competitor)
销售 利润 M/S(Market Share) BPI(Brand Power Index) 广告满意度 Marketing费用的使用效率 商标认知度 Brand 偏好度
5
主要业务活动
III. Core Competency 分析
核心力量的条件 ❖需要有针对竞争公司的差别化的优势
❖有助于创造价值
品牌管理：竞争品牌分析、品牌定位分析、BLC分析、品牌成果分析、 目标设定、品牌运营计划、 品牌开发活动、产品群影响度／收益性分 析、产品革新、品牌portfolio 分析、 市场调查、客户需求分析、潜 在市场分析、营业业绩分析、产品群收益性分析
IMC 运营: 市场分析、Target设定、产品Concept定义及竞争品牌分 析、广告目标协议、广告Concept设定、广告制作及评价、广告预算 设定及Media Plan、Data Storing、广告执行及效果测定、促销／活 动企划及管理、效果分析及事后监控
以最佳客户服务为目标的 人员培训及管理
通过迅速开发独特的新产品， 强化竞争优势
支
基层结构（infrastructure）
援
人力资源管理
活
技术开发
动
供应
主
入库
运营
出库
市场/销售 服务
要
(质量!)
-生产等-
(缩短配送／ （品牌形象， （客户管理，
活
(运用效率性
订购时间)
评价管理） 维护信赖度)
动
多样性)
➢灵活运用其它竞争公司无法效仿的本企业特有的差别化要素 ➢推进充分考虑Value Chain相关的各部门间联系的差别化战略 ➢利用差别化的费用 < 利用差别化后获得的超额收益 >
4
例 : BIZ 分析与 Value Chain 分析
R&D
采购
生产
物流
Marketing
营业
企业管理/ 业务支持
业务流程
I. Biz System 分析
按照不同产业对Business System 进行分析，易于了解客户的需求，可以在短时间内确定项目的方向性。
制造业的 Business System
各种行业的Business System
研究开发
采购
制造
物流
Marketing 销 售
服务
金融业的 Business
System(例: 证券公司的 外债发行)