馔写营销方案模式

SOSTACPLANNINGSYSTEM/运用SOSOTAC系统撰写策略性营销传播策划方案Stage/步骤Sectionofplan/策划阶段Whichanswers…/所解决的问题SSituation/现状Wherearewenow？/我们现在在哪里？OObjectives/目标Wheredowewanttobe？/我们准备去哪里？SStrategy/策略Howdowegetthere—broadsteps？/我们如何到达那里-主要的步骤是哪些？TTactics/战术Howdowegetthere—individualsteps？/我们如何达到那里-每一个详细步骤是哪些？AAction/行动Whatarethespecificactionsrequiredforeachindividualtacticalstep？Howdowegetpeopletodothem？/每一个详细的战术步骤需要采取哪些具体行动？如何安排人力资源去完成任务？CControl/控制Howdoweknowwehavearrived？/我们如何知道是否已经到达目标？SOSTACStage1:SituationAnalysis(Internal)1.1performance,CompetenciesAndPoliciesSOSTAC步骤1:现状分析（内部）1.1业绩，竞争能力和竞争方针KeyResultArea关键参数Specificarea具体参数Past/presentperformance过去/现在的业绩参数Strength优势Weakness弱势Trendimprovingor…趋势，改善或...Performance业绩Profits/利润Sales/销售额Market’sshare/市场份额Marketsegments/市场细化Positioning/市场定位Productportfolio/产品组成Return/trend利润率/趋势Turnovertrend营业额趋势Leader/follower市场领导/跟随者Marketspread市场覆盖率N0.1orNo.10?第一或第十位Singleorspread单一或系列产品Competencies竞争能力Marketing市场营销Production生产Financial资金Technology技术Humanresource人力资源Management管理Particularlygoodorbad?很差或好？Operatingefficiency生产效率Profitability利润率Leadingedgeorfollower?领先或跟随？Skillbasemanagement?技能管理？Policy竞争方针Riskseeker/averse冒险/回避冒险Discontinuous/continuous间断/连续innovations/extensions创新/扩张SOSTACStage(contd.)1:SituationAnalysis(Internal)1.2MarketingMixandServicemixSOSTAC步骤1（续）:现状分析（内部）1.2市场营销组合和服务组合KeyResultArea关键参数Specificarea具体参数Past/presentperformance过去/现在的业绩参数Strength优势Weakness弱势Trendimprovingor…趋势，改善或...MarketingMix营销组合Product产品Price价格Place通路Promotion促销Quality产品质量Productportfolio产品组成Costs成本Prices价格Distributionpenetration分销网络建设IntegratedCommunicationaudit整合传播审核Mix…促销组成Positioning促销定位ServiceMix服务组合People人员Processes流程Physicals标识系统Skillbaseandmotivation技能和干劲Staffturnover人均营业额Frontcounterandback全程服务流程OfficeprocessesPhysicalevidence标识物(buildings/uniforms)（建筑/制服）SOSTACStage(contd.)1:SituationAnalysis(Internal)1.3CustomerMixSOSTAC步骤1（续）:现状分析（内部）1.3客户组合Customers客户分类Segments市场区隔Sizeofsegment区隔规模Potential目标市场潜力Profitability(high,mediumorlow)利润率（高、中、低）Distributionchannels(accessiblethrough…?)铺货渠道（通过何种渠道到达市场终端？）Media(troughwhichtargetmarketcanbereached)媒体运用（通过何种媒体传播到目标市场受众）Rank(eachmarket’sattractive-nessintermsofprofitability)排序（按照各目标市场的利润率排序）Targetmarket1目标市场1Define/specifythetargetmarket:定义/确认目标市场Targetmarket2目标市场2Define/specifythetargetmarket:定义/确认目标市场Targetmarket3目标市场Define/specifythetargetmarket:定义/确认目标市场SOSTACStage(contd.)1:SituationAnalysis(Internal)1.4CustomerRetentionSOSTAC步骤1:现状分析（内部）1.4客户维护Targetmarket目标市场Profile工作内容CustomersatisfactionTrendCurrentscorecomparedto:a.previousyear’sb.industryaveragec.industrybestd.anyotherindustrybest客户的满意来自趋势当前客户满意程度与。。比较：a.去年b.同行业平均水平c.同行业最好水平d.各行业最好水平LoyaltylevelsTrendCurrentscoreComparedto:a.previousyear’sb.industryaveragec.industrybestd.anyotherindustrybest客户的忠诚度趋势当前客户满忠诚度与。。比较：a.去年b.同行业平均水平c.同行业最好水平d.各行业最好水平IntentiontorepurchaseTrendCurrentscorecomparedto:a.previousyear’sb.industryaveragec.industrybestd.anyotherindustrybest客户的重复购买率趋势当前客户重复购买度与。。比较：a.去年b.同行业平均水平c.同行业最好水平d.各行业最好水平ParetoprincipleTrendBecomingmoredependentonfewcustomers(eggsinonebasket/paretoprinciple)20/80原理趋势变得愈加依赖少数客户（把所有鸡蛋放在一个篮子里，20/80原理）Targetmarket1目标市场1Define/specifythetargetmarket:定义/确认目标市场Targetmarket2目标市场2Define/specifythetargetmarket:定义/确认目标市场Targetmarket3目标市场3Define/specifythetargetmarket:定义/确认目标市场SOSTACStage(contd.)1:SituationAnalysis(Internal)1.5CustomerDMUsandOpinionFormersSOSTAC步骤1:现状分析（内部）1.5客户决策者和提议者Targetmarket目标市场Segments市场细化DMU(DecisionMakingUnit)Whoarethekeyplayersinthedecisionmakingunit?决策者谁是决策层中的关键人物?AccesstoDMUDefinehowtoreachtheDMU接触决策者(DMU)确定如何与决策者接触OpinionFormers(OF)DefineOFforreachtarget提议者(OF)确定各市场的提议者AccesstoOFDefinehowtoreachtheOFineachtargetmarketTargetmarket1目标市场1Define/specifythetargetmarket:定义/确认目标市场Targetmarket2目标市场2Define/specifythetargetmarket:定义/确认目标市场Targetmarket3目标市场3Define/specifythetargetmarket:定义/确认目标市场SOSTACStage(contd.)1:SituationAnalysis(External)1.6ExternalAnalysisofUncontrollableVariablesSOSTAC步骤1:现状分析（外部）1.6市场不可控制因素的外部分析KeyResultArea项目Specificarea特定区域Futureuncontrolled不可控制的未来因素Impact-opportunity机会的影响Impact-threat威胁的影响Step1Nearorcompetitiveenvironment步骤1近期或微观竞争环境Structure/market结构/市场Trendsinmarket市场的趋势Economics(micro)经济(微观方面)Powerforces外来力量SOSTACStage1(contd.):SituationAnalysis(Internal)1.7ExternalAnalysisofUncontrollableVariablesSOSTAC步骤1(续):现状分析（外部）1.7市场不可控制因素的外部分析KeyResultArea项目Specificarea特定区域Futureuncontrolled不可控制的未来因素Impact-opportunity机会的影响Impact-threat威胁的影响Step2Farorwideenvironment步骤2远期或宏观竞争环境Sociological社会因素Technological技术因素Economics(macro)经济因素(宏观)Political政治因素SOSTACStage2:Objectives2.1MarketingandDevelopingMarketingCommunicationsObjectivesSOSTAC步骤2:目标2.1营销和确定营销传播目标Hierarchyofobjective目标金字塔组成Involves包括内容Specificitemsfoundineachtypeofobjectives(completethissection)每一层目标包括的具体项目（完成本部分）Business业务Overallvisionanddirection理念和发展方向Corporatepositioning,leadershipandvales(includingethics…)公司定位，领先地位和价值观（包括职业道德。。。。）Businessobjectives业务目标Alldepartmentswithintheorganization组织内所有部门Survival;growth;ROL;acquisitions…生存，成长，收购。。。MarketingobjectivesegAnso