饌寫(xiě)營(yíng)銷(xiāo)方案模式

1、最新 精品 Word 歡迎下載 可修改SOSTAC PLANNING SYSTEM / 運(yùn)用SOSOTAC系統(tǒng)撰寫(xiě)策略性營(yíng)銷(xiāo)傳播策劃方案Stage/步驟Section of plan/策劃階段Which answers/所解決的問(wèn)題SSituation/現(xiàn)狀Where are we now？/我們現(xiàn)在在哪里？OObjectives/目標(biāo)Where do we want to be？/我們準(zhǔn)備去哪里？SStrategy/策略How do we get therebroad steps？/我們?nèi)绾蔚竭_(dá)那里-主要的步驟是哪些？TTactics/戰(zhàn)術(shù)How do we get thereindivid

2、ual steps？/我們?nèi)绾芜_(dá)到那里-每一個(gè)詳細(xì)步驟是哪些？AAction/行動(dòng)What are the specific actions required for each individual tactical step？How do we get people to do them？/每一個(gè)詳細(xì)的戰(zhàn)術(shù)步驟需要采取哪些具體行動(dòng)？如何安排人力資源去完成任務(wù)？C Control/控制How do we know we have arrived？/我們?nèi)绾沃朗欠褚呀?jīng)到達(dá)目標(biāo)？SOSTAC Stage 1: Situation Analysis (Internal) 1.1 performan

3、ce, Competencies And PoliciesSOSTAC步驟1: 現(xiàn)狀分析（內(nèi)部）1.1 業(yè)績(jī)，競(jìng)爭(zhēng)能力和競(jìng)爭(zhēng)方針Key Result Area關(guān)鍵參數(shù)Specific area具體參數(shù)Past/present performance過(guò)去/現(xiàn)在的業(yè)績(jī)參數(shù)Strength優(yōu)勢(shì)Weakness弱勢(shì)Trend improving or 趨勢(shì)，改善或.Performance 業(yè)績(jī)Profits / 利潤(rùn)Sales / 銷(xiāo)售額Markets share/ 市場(chǎng)份額Market segments/市場(chǎng)細(xì)化Positioning/ 市場(chǎng)定位Product portfolio/產(chǎn)品組成Retur

4、n/trend 利潤(rùn)率/趨勢(shì)Turnover trend 營(yíng)業(yè)額趨勢(shì)Leader/follower 市場(chǎng)領(lǐng)導(dǎo)/跟隨者M(jìn)arket spread 市場(chǎng)覆蓋率N0.1 or No.10? 第一或第十位Single or spread 單一或系列產(chǎn)品Competencies競(jìng)爭(zhēng)能力Marketing 市場(chǎng)營(yíng)銷(xiāo)Production 生產(chǎn)Financial 資金Technology 技術(shù)Human resource 人力資源Management 管理Particularly good or bad? 很差或好？Operating efficiency 生產(chǎn)效率Profitability 利潤(rùn)率Leadi

5、ng edge or follower?領(lǐng)先或跟隨？Skill base management? 技能管理？Policy 競(jìng)爭(zhēng)方針Risk seeker/averse冒險(xiǎn)/回避冒險(xiǎn)Discontinuous/continuous 間斷/連續(xù)innovations/extensions 創(chuàng)新/擴(kuò)張SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.2 Marketing Mix and Service mixSOSTAC步驟1（續(xù)）: 現(xiàn)狀分析（內(nèi)部）1.2 市場(chǎng)營(yíng)銷(xiāo)組合和服務(wù)組合Key Result Area關(guān)鍵參數(shù)Specific

6、 area具體參數(shù)Past/present performance過(guò)去/現(xiàn)在的業(yè)績(jī)參數(shù)Strength優(yōu)勢(shì)Weakness弱勢(shì)Trend improving or 趨勢(shì)，改善或.Marketing Mix營(yíng)銷(xiāo)組合Product 產(chǎn)品Price 價(jià)格Place 通路Promotion 促銷(xiāo) Quality 產(chǎn)品質(zhì)量Product portfolio 產(chǎn)品組成Costs 成本Prices 價(jià)格Distribution penetration 分銷(xiāo)網(wǎng)絡(luò)建設(shè)Integrated Communication audit 整合傳播審核Mix 促銷(xiāo)組成 Positioning 促銷(xiāo)定位Service Mix

7、服務(wù)組合People 人員Processes 流程Physicals 標(biāo)識(shí)系統(tǒng)Skill base and motivation 技能和干勁Staff turnover 人均營(yíng)業(yè)額Front counter and back 全程服務(wù)流程O(píng)ffice processesPhysical evidence 標(biāo)識(shí)物(buildings/uniforms) （建筑/制服） SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.3 Customer Mix SOSTAC步驟1（續(xù)）: 現(xiàn)狀分析（內(nèi)部）1.3 客戶(hù)組合Customers 客戶(hù)分

8、類(lèi)Segments市場(chǎng)區(qū)隔Size of segment區(qū)隔規(guī)模Potential目標(biāo)市場(chǎng)潛力Profitability (high, medium or low)利潤(rùn)率（高、中、低）Distribution channels (accessible through?)鋪貨渠道（通過(guò)何種渠道到達(dá)市場(chǎng)終端？）Media (trough which target market can be reached)媒體運(yùn)用（通過(guò)何種媒體傳播到目標(biāo)市場(chǎng)受眾）Rank (each markets attractive-ness in terms of profitability)排序（按照各目標(biāo)市場(chǎng)的利潤(rùn)率排

9、序）Target market 1 目標(biāo)市場(chǎng)1Define/specify the target market:定義/確認(rèn)目標(biāo)市場(chǎng)Target market 2 目標(biāo)市場(chǎng)2 Define/specify the target market:定義/確認(rèn)目標(biāo)市場(chǎng)Target market 3 目標(biāo)市場(chǎng)Define/specify the target market:定義/確認(rèn)目標(biāo)市場(chǎng)SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.4 Customer RetentionSOSTAC步驟1: 現(xiàn)狀分析（內(nèi)部）1.4 客戶(hù)維護(hù)Targe

10、t market目標(biāo)市場(chǎng)Profile 工作內(nèi)容Customer satisfaction Trend Current score compared to:a. previous yearsb. industry averagec. industry best d. any other industry best 客戶(hù)的滿意來(lái)自趨勢(shì)當(dāng)前客戶(hù)滿意程度與。比較：a. 去年b. 同行業(yè)平均水平c. 同行業(yè)最好水平d. 各行業(yè)最好水平Loyalty levels TrendCurrent score Compared to:a. previous yearsb. industry averagec.

11、industry bestd. any other industry best客戶(hù)的忠誠(chéng)度趨勢(shì)當(dāng)前客戶(hù)滿忠誠(chéng)度與。比較：a. 去年b. 同行業(yè)平均水平c. 同行業(yè)最好水平d. 各行業(yè)最好水平Intention to repurchaseTrend Current score compared to: a. previous yearsb. industry average c. industry best d. any other industry best 客戶(hù)的重復(fù)購(gòu)買(mǎi)率趨勢(shì)當(dāng)前客戶(hù)重復(fù)購(gòu)買(mǎi)度與。比較：a. 去年b. 同行業(yè)平均水平c. 同行業(yè)最好水平d. 各行業(yè)最好水平Pareto pr

12、incipleTrend Becoming more dependent on few customers ( eggs in one basket/pareto principle)20/80原理趨勢(shì)變得愈加依賴(lài)少數(shù)客戶(hù)（把所有雞蛋放在一個(gè)籃子里，20/80原理）Target market 1 目標(biāo)市場(chǎng)1 Define/ specify the target market:定義/確認(rèn)目標(biāo)市場(chǎng)Target market 2 目標(biāo)市場(chǎng)2Define/ specify the target market:定義/確認(rèn)目標(biāo)市場(chǎng)Target market3 目標(biāo)市場(chǎng)3Define/ specify th

13、e target market:定義/確認(rèn)目標(biāo)市場(chǎng)SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.5 Customer DMUs and Opinion FormersSOSTAC步驟1: 現(xiàn)狀分析（內(nèi)部）1.5 客戶(hù)決策者和提議者Target market目標(biāo)市場(chǎng)Segments市場(chǎng)細(xì)化DMU(Decision Making Unit)Who are the key players in the decision making unit?決策者誰(shuí)是決策層中的關(guān)鍵人物?Access to DMUDefine how to rea

14、ch the DMU接觸決策者(DMU)確定如何與決策者接觸Opinion Formers (OF) Define OF for reach target提議者(OF)確定各市場(chǎng)的提議者Access to OFDefine how to reach the OF in each target marketTarget market 1 目標(biāo)市場(chǎng)1 Define/ specify the target market:定義/確認(rèn)目標(biāo)市場(chǎng)Target market 2 目標(biāo)市場(chǎng)2Define/ specify the target market:定義/確認(rèn)目標(biāo)市場(chǎng)Target market3 目標(biāo)市

15、場(chǎng)3Define/ specify the target market:定義/確認(rèn)目標(biāo)市場(chǎng) SOSTAC Stage (contd.) 1: Situation Analysis (External) 1.6 External Analysis of Uncontrollable VariablesSOSTAC步驟1: 現(xiàn)狀分析（外部）1.6 市場(chǎng)不可控制因素的外部分析Key Result Area項(xiàng)目Specific area特定區(qū)域Future uncontrolled不可控制的未來(lái)因素Impact-opportunity機(jī)會(huì)的影響Impact-threat威脅的影響Step 1Near

16、or competitive environment 步驟1近期或微觀競(jìng)爭(zhēng)環(huán)境Structure/market結(jié)構(gòu)/市場(chǎng)Trends in market 市場(chǎng)的趨勢(shì)Economics (micro)經(jīng)濟(jì)(微觀方面)Power forces外來(lái)力量SOSTAC Stage 1 (contd.): Situation Analysis (Internal) 1.7 External Analysis of Uncontrollable VariablesSOSTAC步驟1 (續(xù)): 現(xiàn)狀分析（外部）1.7 市場(chǎng)不可控制因素的外部分析Key Result Area項(xiàng)目Specific area特定區(qū)

17、域Future uncontrolled不可控制的未來(lái)因素Impact-opportunity機(jī)會(huì)的影響Impact-threat威脅的影響Step 2Far or wide environment 步驟2遠(yuǎn)期或宏觀競(jìng)爭(zhēng)環(huán)境Sociological社會(huì)因素Technological 技術(shù)因素Economics (macro)經(jīng)濟(jì)因素(宏觀)Political政治因素SOSTAC Stage 2: Objectives 2.1 Marketing and Developing Marketing Communications ObjectivesSOSTAC步驟2: 目標(biāo) 2.1 營(yíng)銷(xiāo)和確定營(yíng)銷(xiāo)

18、傳播目標(biāo) Hierarchy of objective目標(biāo)金字塔組成Involves包括內(nèi)容Specific items found in each type of objectives (complete this section)每一層目標(biāo)包括的具體項(xiàng)目（完成本部分）Business 業(yè)務(wù)Over all vision and direction理念和發(fā)展方向Corporate positioning, leadership and vales (including ethics) 公司定位，領(lǐng)先地位和價(jià)值觀（包括職業(yè)道德。）Business objectives 業(yè)務(wù)目標(biāo)All depa

19、rtments within the organization組織內(nèi)所有部門(mén)Survival; growth; ROL; acquisitions生存，成長(zhǎng)，收購(gòu)。Marketing objectives eg Ansoff營(yíng)銷(xiāo)目標(biāo)如：Ansoff矩陣分析Market penetration市場(chǎng)滲透Grow sales; market; share; distribution penetration 增加銷(xiāo)售；市場(chǎng)份額；鋪貨渠道的滲透發(fā)展Market development市場(chǎng)發(fā)展Enter new markets; new market segments進(jìn)入新市場(chǎng)；進(jìn)入新市場(chǎng)的新區(qū)隔。Pro

20、duct development產(chǎn)品發(fā)展Develop and launch new products; expand range開(kāi)發(fā)或推出新產(chǎn)品；擴(kuò)大產(chǎn)品線Diversification多元化Move into new product / services and markets生產(chǎn)新產(chǎn)品或提供新服務(wù)，開(kāi)發(fā)新市場(chǎng)。Marketing communications objectives eg AIDA營(yíng)銷(xiāo)傳播目標(biāo)如，AIDAAttention 注意 Increase awareness. 增加知名度。 Interest 興趣Liking, attitudes, preference 喜歡，態(tài)度

21、，偏愛(ài)。Desire 渴望 Intentions to purchase, likelihood to 有意購(gòu)買(mǎi)，可能購(gòu)買(mǎi)。Action 購(gòu)買(mǎi)Repurchase, enquiries, trial purchase 重復(fù)購(gòu)買(mǎi)，詢(xún)問(wèn)，試買(mǎi)SOSTAC Stage 2: Objectives 2.2 Quantifying ObjectivesSOSTAC步驟2: 目標(biāo) 2.2 量化目標(biāo)To為了Specific aspect確定的行動(dòng)Target market目標(biāo)市場(chǎng)From從To到When何時(shí)Eg to increase awareness among ABC1 women from 20%

22、to 30% within 12 months Eg to increase sales among ABC1 women from 15m to 16.5m within 12 months 比如，在ABC1婦女中的認(rèn)知度，在12月內(nèi)從20%提高到30%比如，在ABC1婦女中的銷(xiāo)售額，在12月內(nèi)從1500萬(wàn)增加到1650萬(wàn) Objectives should have numbers and details制定目標(biāo)應(yīng)該有數(shù)字和具體細(xì)節(jié)Objectives should be SMART制定目標(biāo)應(yīng)該遵循SMART原則Specific特定Measurable可測(cè)Achievable 可達(dá)Rele

23、vant相關(guān)Timed定時(shí)SOSTAC Stage 3: Strategy (How to get there ) 3.1 Strategic OptionsSOSTAC步驟3: 策略 （如何到達(dá)那里） 3.1 可供選擇的各種策略方案Strategic option number供選擇的各種策略方案編號(hào)Generate alternative strategiesTaking the objectives specified on previous page, now determine how you are going to achieve them. Write a strategy w

24、hich basically summaries how you are going to get there. Then develop at least three optional strategies. Write down and compare three different strategies or strategic options. Then rank them on the next page.編寫(xiě)各種策略：參照前頁(yè)所述之目標(biāo)，決定你如何達(dá)到目標(biāo)。圍繞“你如何到達(dá)那里”，總結(jié)、編寫(xiě)策略。然后，至少編寫(xiě)三種可供選擇的策略方案。編寫(xiě)、并比較三種不同的策略或策略性方案，然后在下

25、一頁(yè)排序列出。123NB Remember strategy must fulfil a specific objective.When the strategic options have generated, use the checklist on the next page to rank them and choose.注釋?zhuān)河涀〔呗员仨毻瓿梢粋€(gè)特定的目標(biāo)。 當(dāng)完成策略性方案后，使用下一頁(yè)的檢核表，把各種方案逐一列出并作出選擇。SOSTAC Stage 3: Strategy 3.2 Choosing the Best Strategy Using a Strategic Dimen

26、sions ChecklistSOSTAC步驟3: 策略 3.2 運(yùn)用策略綜合評(píng)估檢核表選擇最佳策略方案A Checklist To Help The Development Of Marketing Communications Strategies.Tick which dimensions are covered by each strategy. This should help you to choose which strategy is the best one.下面是輔助編寫(xiě)市場(chǎng)營(yíng)銷(xiāo)傳播策略的檢核表。檢查每一策略是否涉及下述所列的內(nèi)容并打鉤，可幫助您選擇最佳策略性方案Strat

27、egicOptionnumber 策略序號(hào)Segmentation(Does the strategy break up themarket)區(qū)隔化（該策略是否把市場(chǎng)細(xì)化？）Targeting(Does it select specific targets including stakeholders and DMUS?)目標(biāo)市場(chǎng)確定(是否選擇諸如持股人和決策人在內(nèi)的特定目標(biāo)?)Objectives (Will the strategy succeed, it will it fulfil the objectives? will it beat Competition?)目標(biāo)(策略能否成功,

28、并實(shí)現(xiàn)目標(biāo)?贏得競(jìng)爭(zhēng)?)Postitioning (Is there a clear Positioning?)定位(定位是否清晰?)Exploit sustainable competitive advantage?(cost leader/ differentiate focus/niche)是否存在持續(xù)性的競(jìng)爭(zhēng)優(yōu)勢(shì)?(成本優(yōu)勢(shì)/差異化賣(mài)點(diǎn)/特殊地位?)Buying Process (Does it cater for the buying stages (high involve/low involve)multi-stage strategy?)購(gòu)買(mǎi)行為過(guò)程特征(是否考慮購(gòu)買(mǎi)步驟(深度

29、介入/低度介入)多步引導(dǎo)驟策略?)Tools(Range of communications tools to be used)采用的工具(打算采用的各類(lèi)傳播工具種類(lèi)和范圍)Sequence(And timing of tools to be used?)時(shí)間計(jì)劃(打算采用的各類(lèi)工具的實(shí)施時(shí)間表?)Integration Are all the communications tools integrated?整合是否整合所有的傳播工具?Global or local?全球或地方性?Rank/ score?排名/得分?123SOSTAC Stage 4: Tactics (The Details

30、 of Strategy) 4.1 Developing TacticsSOSTAC步驟4: 戰(zhàn)術(shù)（ 實(shí)現(xiàn)策略的具體步驟） 4.1 制定戰(zhàn)術(shù)StrategyDoes the tactic fit with the overall strategy?策略戰(zhàn)術(shù)是否適應(yīng)整體策略？Target marketDefine target markets, DMUS, stakeholders目標(biāo)市場(chǎng)確定目標(biāo)市場(chǎng)，決策人，持股人。Method Communications tools (eg adverts, sales promotion, exhibitions and salesforce, inte

31、rnet )方法各類(lèi)傳播工具的運(yùn)用（比如：廣告，促銷(xiāo)和個(gè)人銷(xiāo)售。網(wǎng)上銷(xiāo)售）Media For each tool, Eg adverts-TV, press and sales promotion-coupons ,competions媒體運(yùn)用充分運(yùn)用每一種媒體，比如，電視廣告，平面廣告，有獎(jiǎng)促銷(xiāo)，競(jìng)爭(zhēng)Message What is the message?銷(xiāo)售信息準(zhǔn)備傳遞何種信息給受眾？Timing Any particular sequence ofmethods and media?時(shí)間進(jìn)度統(tǒng)籌運(yùn)用的方法和媒體有無(wú)統(tǒng)籌考慮時(shí)間順序計(jì)劃？SOSTAC Stage 4: Tactics (T

32、he Details of Strategy) 4.2 Gantt Charts-What Tactics Will Happen WhenSOSTAC步驟4: 戰(zhàn)術(shù)（策略的具體細(xì)節(jié)） 4.2 甘特圖-完成策略細(xì)節(jié)進(jìn)度表Communications Tool傳播工具運(yùn)用內(nèi)容Jan 一月Feb 二月Mar三月 Apr四月 May五月 Jun 六月Jul 七月Aug 八月Sep 九月Oct十月 Nov 十一月Dec 十二月Cost 成本Market research市場(chǎng)研究Packaging redesign包裝設(shè)計(jì)POS preparation售點(diǎn)建設(shè)Advertising廣告TV電視Press

33、 報(bào)紙/平面Poster海報(bào)Cinema照片Radio廣播Sales promotion促銷(xiāo)活動(dòng)Press launch新聞發(fā)布Direct mail直郵銷(xiāo)售Sales conference銷(xiāo)售會(huì)議Sales drive銷(xiāo)售獎(jiǎng)勵(lì)Exhibitions展覽會(huì)Website網(wǎng)上銷(xiāo)售Total spend總費(fèi)用SOSTAC Stage 5 : Action (The Implementation Details of Tactics) 5.1 Action Plan-Gantt GhartsSOSTAC步驟5: 戰(zhàn)術(shù)（具體戰(zhàn)術(shù)細(xì)節(jié)的執(zhí)行） 5.1 甘特圖-行動(dòng)計(jì)劃執(zhí)行進(jìn)度表Each tactical

34、 communications tool needs to be planned as a mini project, eg direct mail campaign，每一次戰(zhàn)術(shù)性傳播工具的運(yùn)用應(yīng)該把她作為一個(gè)小型項(xiàng)目來(lái)對(duì)待,比如直郵銷(xiāo)售運(yùn)動(dòng)。Stage of production 制作流程內(nèi)容Who responsible?誰(shuí)負(fù)責(zé)?Wk 1周一Wk2 周二Wk 3周三Wk4周四Wk5周五Wk6周六Wk7周七Wk8周八Wk9周九Wk10周十Wk11周十一Wk12周十二Cost 成本Creative and media briefing創(chuàng)意和媒介簡(jiǎn)報(bào)Database list Preparati

35、on數(shù)據(jù)準(zhǔn)備處理Laser printing激光打印Print production (brochure, envelopes)印刷生產(chǎn)(如,宣傳手冊(cè))Lettershop(collating, folding, packing)直郵信函印刷(裝訂,折疊,包裝)Mailing 郵寄Response monitoring收集反饋意見(jiàn)Response action 工作改進(jìn)Follow-up sales call跟蹤拜訪Evaluate mailshot 效果評(píng)估Total spend總費(fèi)用SOSTAC Stage 6: Control 6.1 Control ChecklistSOSTAC 步驟

36、6：控制 6.1 控制檢核表Quantified objectivesState each QuantifiedObjective and its time period量化目標(biāo)闡述每一經(jīng)量化的目標(biāo)和其完成的時(shí)間期限Means of measuringHow will it be measured: survey, sales?衡量方式如何衡量是否已實(shí)現(xiàn)目標(biāo)，市場(chǎng)調(diào)研或銷(xiāo)售額？Frequency of measurement Quarterly, weekly, daily?衡量的頻率每季度，每周，每天？Accountability-who does it?誰(shuí)負(fù)責(zé)做？How much does

37、 it cost to measure?花費(fèi)多少，完成前述衡量工作Action Who needs to be alerted if significant variances are found?工作安排若出現(xiàn)較大差錯(cuò)，誰(shuí)負(fù)責(zé)糾正？SOSTAC Stage 6: Control 6.2 The 7-Level Integration ChecklistSOSTAC 步驟6：控制 6.2 七層整合性控制檢核表Type of integration整合類(lèi)型Check控制檢核Yes/No是/否How do you ensure integration?What action do you need

38、 to take? 如何確保整合性？你準(zhǔn)備采取何種措施？1Vertical integration縱向整合性Do the communications objectives fit with the marketing objectives and the over all corporate objective?傳播目標(biāo)是否與營(yíng)銷(xiāo)目標(biāo)和企業(yè)目標(biāo)一致?2Horizontal/functional mix橫向/功能性組合Do different departments and business functions incorporate marketing communications, eg

39、trucks with logos? Finance invoices with messages? Etc.各部門(mén)和業(yè)務(wù)職能是否與營(yíng)銷(xiāo)傳播目標(biāo)配合默契,比如,卡車(chē)是否印有企業(yè)標(biāo)志?財(cái)務(wù)發(fā)票是否有視覺(jué)系統(tǒng)要求的信息?等等3Marketing mix營(yíng)銷(xiāo)工具運(yùn)用組合Is the marketing mix consistent with required messages, eg low price versus top quality image?4Communications mix傳播工具運(yùn)用組合 Are all the communications tools being used to

40、 guide the buyer through each stage of the buying process? Do they all give the same over all messages (eg consistent positioning?)所采用的引導(dǎo)消費(fèi)者的各類(lèi)傳播工具是否貫穿每一步購(gòu)買(mǎi)過(guò)程?消費(fèi)者是否接受到全面一致的信息(如,一致的定位信息?)5Creative design mix 創(chuàng)意設(shè)計(jì)表現(xiàn)組合Is the logo, typeface, pantone colors used in a consistent manner?標(biāo)志,字體,色標(biāo)的運(yùn)用是否保持一致?6External/internal creative departments內(nèi)/外部各創(chuàng)意部門(mén)Do all the external agencies (advertising, direct mail, PR) and all internal departments meet and plan together? Ru