撰寫策略性營銷傳播策劃方案探析

1、SOSTAC PLANNING SYSTEM/運用SOSOTAC系統(tǒng)撰寫策略性營銷傳播策劃方案Stage/步驟Section of plan/策劃階段Which answers/所解決的問題SSituation/現(xiàn)狀Where are we now？/我們現(xiàn)在在哪里？OObjectives/目標Where do we want to be？/我們準備去哪里？SStrategy/策略How do we get therebroad steps？/我們如何到達那里-主要的步驟是哪些？TTactics/戰(zhàn)術How do we get thereindividual steps？/我們如何達到那里-每

2、一個詳細步驟是哪些？AAction/行動What are the specific actions required for each individual tactical step？How do we get people to do them？/每一個詳細的戰(zhàn)術步驟需要采取哪些具體行動？如何安排人力資源去完成任務？C Control/控制How do we know we have arrived？/我們如何知道是否已經(jīng)到達目標？SOSTACStage 1: Situation Analysis (Internal) 1.1 performance, Competencies And P

3、oliciesSOSTAC步驟1:現(xiàn)狀分析（內部）1.1 業(yè)績，競爭能力和競爭方針Key Result Area關鍵參數(shù)Specific area具體參數(shù)Past/present performance過去/現(xiàn)在的業(yè)績參數(shù)Strength優(yōu)勢Weakness弱勢Trend improving or 趨勢，改善或.Performance 業(yè)績Profits / 利潤Sales / 銷售額Markets share/ 市場份額Market segments/市場細化Positioning/ 市場定位Product portfolio/產(chǎn)品組成Return/trend 利潤率/趨勢Turnover

4、trend 營業(yè)額趨勢Leader/follower 市場領導/跟隨者Market spread 市場覆蓋率N0.1 or No.10? 第一或第十位Single or spread 單一或系列產(chǎn)品Competencies競爭能力Marketing 市場營銷Production 生產(chǎn)Financial 資金Technology 技術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 利潤率Leading edge or follower?領先或

5、跟隨？Skill base management? 技能管理？Policy 競爭方針Risk seeker/averse冒險/回避冒險Discontinuous/continuous 間斷/連續(xù)innovations/extensions 創(chuàng)新/擴張SOSTACStage (contd.) 1: Situation Analysis (Internal) 1.2 Marketing Mix and Service mixSOSTAC步驟1（續(xù)）:現(xiàn)狀分析（內部）1.2 市場營銷組合和服務組合Key Result Area關鍵參數(shù)Specific area具體參數(shù)Past/present per

6、formance過去/現(xiàn)在的業(yè)績參數(shù)Strength優(yōu)勢Weakness弱勢Trend improving or 趨勢，改善或.Marketing Mix營銷組合Product 產(chǎn)品Price 價格Place 通路Promotion促銷 Quality 產(chǎn)品質量Product portfolio 產(chǎn)品組成Costs 成本Prices 價格Distribution penetration 分銷網(wǎng)絡建設Integrated Communication audit 整合傳播審核Mix 促銷組成 Positioning 促銷定位Service Mix服務組合People 人員Processes 流程P

7、hysicals 標識系統(tǒng)Skill base and motivation技能和干勁Staff turnover 人均營業(yè)額Front counter and back 全程服務流程Office processesPhysical evidence 標識物(buildings/uniforms) （建筑/制服）SOSTACStage (contd.) 1: Situation Analysis (Internal) 1.3 Customer Mix SOSTAC步驟1（續(xù)）:現(xiàn)狀分析（內部）1.3 客戶組合Customers 客戶分類Segments市場區(qū)隔Size of segment區(qū)隔

8、規(guī)模Potential目標市場潛力Profitability (high, medium or low)利潤率（高、中、低）Distribution channels (accessible through?)鋪貨渠道（通過何種渠道到達市場終端？）Media (trough which target market can be reached)媒體運用（通過何種媒體傳播到目標市場受眾）Rank (each markets attractive-ness in terms of profitability)排序（按照各目標市場的利潤率排序）Target market 1 目標市場1Define/

9、specify the target market:定義/確認目標市場Target market 2 目標市場2 Define/specify the target market:定義/確認目標市場Target market 3 目標市場Define/specify the target market:定義/確認目標市場SOSTACStage (contd.) 1: Situation Analysis (Internal) 1.4 Customer RetentionSOSTAC步驟1:現(xiàn)狀分析（內部）1.4客戶維護Target market目標市場Profile 工作內容Customer

10、satisfactionTrend Current score compared to:a. previous yearsb. industry averagec. industry best d. any other industry best 客戶的滿意來自趨勢當前客戶滿意程度與。比較：去年同行業(yè)平均水平同行業(yè)最好水平各行業(yè)最好水平Loyalty levelsTrendCurrent scoreCompared to:a. previous yearsb. industry averagec. industry bestd. any other industry best客戶的忠誠度趨勢當

11、前客戶滿忠誠度與。比較：去年同行業(yè)平均水平同行業(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 客戶的重復購買率趨勢當前客戶重復購買度與。比較：去年同行業(yè)平均水平同行業(yè)最好水平d. 各行業(yè)最好水平Pareto principleTrend Becoming more dependent on few customers ( eggs in on

12、e basket/pareto principle)20/80原理趨勢變得愈加依賴少數(shù)客戶（把所有雞蛋放在一個籃子里，20/80原理）Target market 1 目標市場1 Define/ specify thetarget market:定義/確認目標市場Target market 2 目標市場2Define/ specify the target market:定義/確認目標市場Target market3 目標市場3Define/ specify the target market:定義/確認目標市場SOSTACStage (contd.) 1:Situation Analysis

13、(Internal) 1.5 Customer DMUs and Opinion FormersSOSTAC步驟1:現(xiàn)狀分析（內部）1.5 客戶決策者和提議者Target market目標市場Segments市場細化DMU(Decision Making Unit)Who are the key players in the decision making unit?決策者誰是決策層中的關鍵人物?Access to DMUDefine how to reach 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

14、 target提議者(OF)確定各市場的提議者Access to OFDefine how to reach the OF in each target marketTarget market 1 目標市場1 Define/ specify thetarget market:定義/確認目標市場Target market 2 目標市場2Define/ specify the target market:定義/確認目標市場Target market3 目標市場3Define/ specify the target market:定義/確認目標市場SOSTACStage (contd.) 1: Si

15、tuation Analysis (External) 1.6 External Analysis of Uncontrollable VariablesSOSTAC步驟1:現(xiàn)狀分析（外部）1.6市場不可控制因素的外部分析Key Result Area項目Specific area特定區(qū)域Future uncontrolled不可控制的未來因素Impact-opportunity機會的影響Impact-threat威脅的影響Step 1Near or competitive environment 步驟1近期或微觀競爭環(huán)境Structure/market結構/市場Trends in marke

16、t 市場的趨勢Economics (micro)經(jīng)濟(微觀方面)Power forces外來力量SOSTACStage 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市場不可控制因素的外部分析Key Result Area項目Specific area特定區(qū)域Future uncontrolled不可控制的未來因素Impact-opportunity機會的影響Impact-threat威脅的影響Step 2Fa

17、r or wide environment 步驟2遠期或宏觀競爭環(huán)境Sociological社會因素Technological 技術因素Economics (macro)經(jīng)濟因素(宏觀)Political政治因素SOSTACStage 2: Objectives 2.1 Marketing and Developing Marketing Communications ObjectivesSOSTAC步驟2:目標2.1營銷和確定營銷傳播目標Hierarchy of objective目標金字塔組成Involves包括內容Specific items found in each type of

18、objectives (complete this section)每一層目標包括的具體項目（完成本部分）Business 業(yè)務Over all vision and direction理念和發(fā)展方向Corporate positioning, leadership and vales (including ethics) 公司定位，領先地位和價值觀（包括職業(yè)道德。）Business objectives 業(yè)務目標All departments within the organization組織內所有部門Survival; growth; ROL; acquisitions生存，成長，收購。M

19、arketing objectives eg Ansoff營銷目標如：Ansoff矩陣分析Market penetration市場滲透Grow sales; market; share; distribution penetration 增加銷售；市場份額；鋪貨渠道的滲透發(fā)展Market development市場發(fā)展Enter new markets; new market segments進入新市場；進入新市場的新區(qū)隔。Product development產(chǎn)品發(fā)展Develop and launch new products; expand range開發(fā)或推出新產(chǎn)品；擴大產(chǎn)品線Dive

20、rsification多元化Move into new product / services and markets生產(chǎn)新產(chǎn)品或提供新服務，開發(fā)新市場。Marketing communications objectives eg AIDA營銷傳播目標如，AIDAAttention 注意 Increase awareness. 增加知名度。 Interest 興趣Liking, attitudes, preference 喜歡，態(tài)度，偏愛。Desire 渴望 Intentions to purchase, likelihood to 有意購買，可能購買。Action 購買Repurchase,

21、enquiries, trial purchase 重復購買，詢問，試買SOSTACStage 2: Objectives 2.2 Quantifying ObjectivesSOSTAC步驟2:目標2.2量化目標To為了Specific aspect確定的行動Target market目標市場From從To到When何時Eg to increase awareness among ABC1 women from 20% to 30% within 12 months Eg to increase sales among ABC1 women from15m to 16.5m within 1

22、2 months 比如，在ABC1婦女中的認知度，在12月內從20%提高到30%比如，在ABC1婦女中的銷售額，在12月內從1500萬增加到1650萬 Objectives should have numbers and details制定目標應該有數(shù)字和具體細節(jié)Objectives should be SMART制定目標應該遵循SMART原則Specific特定Measurable可測Achievable可達Relevant相關Timed定時SOSTACStage 3:Strategy (How to get there ) 3.1 Strategic OptionsSOSTAC步驟3: 策

23、略 （如何到達那里）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Generate alternative strategiesTaking the objectives specified on previous page, now determine how you are going to achieve them. Write a strategy which basically summaries how you are going to get there. Then develop at least three optional

24、 strategies. Write down and compare three different strategies or strategic options. Then rank them on the next page.編寫各種策略：參照前頁所述之目標，決定你如何達到目標。圍繞“你如何到達那里”，總結、編寫策略。然后，至少編寫三種可供選擇的策略方案。編寫、并比較三種不同的策略或策略性方案，然后在下一頁排序列出。123NB Remember strategy must fulfil a specific objective.When the strategic options ha

25、ve generated, use the checklist on the next page to rank them and choose.注釋：記住策略必須完成一個特定的目標。 當完成策略性方案后，使用下一頁的檢核表，把各種方案逐一列出并作出選擇。SOSTACStage 3: Strategy 3.2 Choosing the Best Strategy Using a Strategic Dimensions ChecklistSOSTAC步驟3: 策略 3.2運用策略綜合評估檢核表選擇最佳策略方案A Checklist To Help The Development Of Mark

26、eting Communications Strategies.Tick which dimensions are covered by each strategy. This should help you to choose which strategy is the best one.下面是輔助編寫市場營銷傳播策略的檢核表。檢查每一策略是否涉及下述所列的內容并打鉤，可幫助您選擇最佳策略性方案StrategicOptionnumber 策略序號Segmentation(Does the strategy break up themarket)區(qū)隔化（該策略是否把市場細化？）Targetin

27、g(Does it select specifictargets including stakeholders and DMUS?)目標市場確定(是否選擇諸如持股人和決策人在內的特定目標?)Objectives (Will the strategy succeed, it will it fulfil the objectives? will it beat Competition?)目標(策略能否成功,并實現(xiàn)目標?贏得競爭?)Postitioning (Is there a clear Positioning?)定位(定位是否清晰?)Exploit sustainable competiti

28、ve advantage?(cost leader/ differentiate focus/niche)是否存在持續(xù)性的競爭優(yōu)勢?(成本優(yōu)勢/差異化賣點/特殊地位?)BuyingProcess (Does it cater for the buying stages (high involve/low involve)multi-stage strategy?)購買行為過程特征(是否考慮購買步驟(深度介入/低度介入)多步引導驟策略?)Tools(Rangeof communications tools to be used)采用的工具(打算采用的各類傳播工具種類和范圍)Sequence(An

29、d timing of tools to be used?)時間計劃(打算采用的各類工具的實施時間表?)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?123SOSTACStage 4:Tactics (The Details of Strategy) 4.1 Developing TacticsSOSTAC步驟4: 戰(zhàn)術（ 實現(xiàn)策略的具體步驟） 4.1 制定戰(zhàn)術StrategyDoes the tactic fit wi

30、th the overall strategy?策略戰(zhàn)術是否適應整體策略？Target marketDefine target markets, DMUS, stakeholders目標市場確定目標市場，決策人，持股人。Method Communications tools (eg adverts, sales promotion, exhibitions and salesforce, internet )方法各類傳播工具的運用（比如：廣告，促銷和個人銷售。網(wǎng)上銷售）Media For each tool, Eg adverts-TV, press and sales promotion-c

31、oupons ,competions媒體運用充分運用每一種媒體，比如，電視廣告，平面廣告，有獎促銷，競爭Message What is the message?銷售信息準備傳遞何種信息給受眾？Timing Any particular sequence ofmethods and media?時間進度統(tǒng)籌運用的方法和媒體有無統(tǒng)籌考慮時間順序計劃？SOSTACStage 4: Tactics (The Details of Strategy) 4.2 Gantt Charts-What Tactics Will Happen WhenSOSTAC步驟4: 戰(zhàn)術（策略的具體細節(jié)） 4.2 甘特圖-

32、完成策略細節(jié)進度表Communications Tool傳播工具運用內容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市場研究Packaging redesign包裝設計POS preparation售點建設Advertising廣告TV電視Press 報紙/平面Poster海報Cinema照片Radio廣播Sales promotion促銷活動Press launch新聞發(fā)布Direct mail直郵銷售Sales conference銷售會議Sales d

33、rive銷售獎勵Exhibitions展覽會Website網(wǎng)上銷售Total spend總費用SOSTACStage 5 : Action (The Implementation Details of Tactics) 5.1 Action Plan-Gantt GhartsSOSTAC步驟5: 戰(zhàn)術（具體戰(zhàn)術細節(jié)的執(zhí)行） 5.1 甘特圖-行動計劃執(zhí)行進度表Each tactical communications tool needs to be planned as a mini project, eg direct mail campaign，每一次戰(zhàn)術性傳播工具的運用應該把她作為一個小型

34、項目來對待,比如直郵銷售運動。Stage of production 制作流程內容Who responsible?誰負責?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)意和媒介簡報Database list Preparation數(shù)據(jù)準備處理Laser printing激光打印Print production (brochure, envelopes)印刷生產(chǎn)(如,宣傳手冊)Lettershop(collating, folding,

35、packing)直郵信函印刷(裝訂,折疊,包裝)Mailing 郵寄Response monitoring收集反饋意見Response action 工作改進Follow-up sales call跟蹤拜訪Evaluate mailshot 效果評估Total spend總費用SOSTACStage 6:Control 6.1 Control ChecklistSOSTAC 步驟6：控制 6.1 控制檢核表Quantified objectivesState each QuantifiedObjective and its time period量化目標闡述每一經(jīng)量化的目標和其完成的時間期限M

36、eans of measuringHow will it be measured: survey, sales?衡量方式如何衡量是否已實現(xiàn)目標，市場調研或銷售額？Frequency of measurementQuarterly, weekly, daily?衡量的頻率每季度，每周，每天？Accountability-who does it?誰負責做？How much does it cost to measure?花費多少，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

37、，誰負責糾正？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整合類型Check控制檢核Yes/No是/否How do you ensure integration?What action do you need to take? 如何確保整合性？你準備采取何種措施？1Vertical integration縱向整合性Do the communications objectives fit with the marketing

38、objectives and the over all corporate objective?傳播目標是否與營銷目標和企業(yè)目標一致?2Horizontal/functional mix橫向/功能性組合Do different departments and business functions incorporate marketing communications, eg trucks with logos? Finance invoices with messages? Etc.各部門和業(yè)務職能是否與營銷傳播目標配合默契,比如,卡車是否印有企業(yè)標志?財務發(fā)票是否有視覺系統(tǒng)要求的信息?等等

39、3Marketing mix營銷工具運用組合Is the marketing mix consistent with required messages, eg low price versus top quality image?4Communications mix傳播工具運用組合Are all the communications tools being used to guide the buyer through each stage of the buying process? Do they all give the same over all messages (eg cons

40、istent positioning?)所采用的引導消費者的各類傳播工具是否貫穿每一步購買過程?消費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)意設計表現(xiàn)組合Is the logo, typeface, pantone colors used in a consistent manner?標志,字體,色標的運用是否保持一致?6External/internal creative departments內/外部各創(chuàng)意部門Do all the external agencies (advertising, direct mail, PR) and all internal departments meet and plan together? Run month