撰寫策略性營銷傳播策劃方案探析(已修改)
2025-05-08 06:40 本頁面
【正文】 SOSTAC PLANNING SYSTEM / 運(yùn)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(biāo)Where do we want to be？/我們準(zhǔn)備去哪里？SStrategy/策略How do we get there—broad 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 there—individual steps？/我們?nèi)绾芜_(dá)到那里每一個詳細(xì)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(xì)的戰(zhàn)術(shù)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(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) performance, Competencies And PoliciesSOSTAC步驟1: 現(xiàn)狀分析（內(nèi)部） 業(yè)績，競爭能力和競爭方針Key Result Area關(guān)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Market’s share/ 市場份額Market segments/市場細(xì)化Positioning/ 市場定位Product portfolio/產(chǎn)品組成Return/trend 利潤率/趨勢Turnover trend 營業(yè)額趨勢Leader/follower 市場領(lǐng)導(dǎo)/跟隨者M(jìn)arket spread 市場覆蓋率 or ? 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(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 利潤率Leading edge or follower?領(lǐng)先或跟隨？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(kuò)張 SOSTAC Stage (contd.) 1: Situation Analysis (Internal) Marketing Mix and Service mixSOSTAC步驟1（續(xù)）: 現(xiàn)狀分析（內(nèi)部） 市場營銷組合和服務(wù)組合Key Result Area關(guān)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...Marketing Mix營銷組合Product 產(chǎn)品Price 價格Place 通路Promotion 促銷 Quality 產(chǎn)品質(zhì)量Product portfolio 產(chǎn)品組成Costs 成本Prices 價格Distribution penetration 分銷網(wǎng)絡(luò)建設(shè)Integrated Communication audit 整合傳播審核Mix … 促銷組成 Positioning 促銷定位Service Mix服務(wù)組合People 人員Processes 流程Physicals 標(biāo)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(wù)流程Office processesPhysical evidence 標(biāo)識物(buildings/uniforms) （建筑/制服） SOSTAC Stage (contd.) 1: Situation Analysis (Internal) Customer Mix SOSTAC步驟1（續(xù)）: 現(xiàn)狀分析（內(nèi)部） 客戶組合Customers 客戶分類Segments市場區(qū)隔Size of segment區(qū)隔規(guī)模Potential目標(biāo)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(dá)市場終端？）Media (trough which target market can be reached)媒體運(yùn)用（通過何種媒體傳播到目標(biāo)市場受眾）Rank (each market’s attractiveness in terms of profitability)排序（按照各目標(biāo)市場的利潤率排序）Target market 1 目標(biāo)市場1Define/specify the target market:定義/確認(rèn)目標(biāo)市場Target market 2 目標(biāo)市場2 Define/specify the target market:定義/確認(rèn)目標(biāo)市場Target market 3 目標(biāo)市場Define/specify the target market:定義/確認(rèn)目標(biāo)市場SOSTAC Stag
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