如何制訂有效的市場(chǎng)計(jì)劃

1.市場(chǎng)計(jì)劃書的基本要素
市場(chǎng)計(jì)劃的概念
市場(chǎng)計(jì)劃的作用和挑戰(zhàn)
市場(chǎng)計(jì)劃的成功要素

2.市場(chǎng)環(huán)境分析
PEST
購(gòu)買者分析
競(jìng)爭(zhēng)五力分析
SWOT分析

3.市場(chǎng)目標(biāo)設(shè)定
公司目標(biāo)
財(cái)務(wù)目標(biāo)
營(yíng)銷目標(biāo)

4.科特勒市場(chǎng)細(xì)分方法
市場(chǎng)細(xì)分的概念，分類和作用
目標(biāo)市場(chǎng)選擇的五個(gè)模型
產(chǎn)品定位的發(fā)展

5.產(chǎn)品組合的波士頓矩陣分析
波士頓矩陣分析
產(chǎn)品組合優(yōu)化和生命周期管理
產(chǎn)品創(chuàng)新和服務(wù)創(chuàng)新

6.產(chǎn)品定價(jià)策略
終端客戶價(jià)格
渠道價(jià)格
價(jià)格調(diào)整策略

7.營(yíng)銷的三大類策略
差異化
成本領(lǐng)先
集中化

8.渠道優(yōu)化
渠道設(shè)計(jì)和布局
渠道管理的模式

9.廣告與促銷計(jì)劃
廣告媒體策略
促銷計(jì)劃
有效營(yíng)銷組合

10.營(yíng)銷預(yù)算與評(píng)估KPI的確立

11.行動(dòng)計(jì)劃和風(fēng)險(xiǎn)防范


1. Essentials for marketing planning
Concept
Function and challenge
Key success factors of marketing planning

2. Market Analysis
PEST
Buyer analysis
5 Force
SWOT

3. Objective setting
Corporate objectives
Finance objectives
Marketing objectives

4. Market segmentation strategy
Concept, classification and impact
5 Target segmentation models
Positioning development

5. Product portfolio strategy
BCG analysis
Product mix optimization and life cycle management
New product / service development strategy

6. Pricing strategy
End user price
Distribution price
Price change

7. 3 Marketing strategies summary
Differentiation
Cost leadership
Focus

8. Distribution strategy
Design and layout
Channel management

9. Promotion plan
Advertising and media plan
Promotion plan
Marketing mix and activity grid

10. Budget and KPI evaluation

11. Action plan and contingency