【正文】 市 場(chǎng) 營(yíng) 銷 戰(zhàn) 略 規(guī) 劃 （ 模 板 ） STRATEGIC MARKETING PLAN (TEMPLATE) 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) TABLE OF CONTENTS 目錄 TABLE OF CONTENTS................................................................................................. 2 報(bào)告摘要 EXECUTIVE SUMMARY ........................................................................................... 3 介紹 INTRODUCTION ............................................................................................................ 4 企業(yè)背景介紹 COMPANY BACKGROUND ................................................................................ 6 行業(yè)分析 INDUSTRY ANALYSIS .............................................................................................. 8 產(chǎn)品與服務(wù) PRODUCTS AND SERVICES ............................................................................... 13 市場(chǎng)分析 MARKET ANALYSIS ............................................................................................... 17 SWOT 分析 DIAGNOSTIC SWOT ANALYSIS ......................................................................... 20 選擇目標(biāo)市場(chǎng) TARGET MARKET SELECTION ...................................................................... 24 戰(zhàn)略發(fā)展 STRATEGY DEVELOPMENT ................................................................................ 26 歷史業(yè)績(jī)表現(xiàn) HISTORICAL PERFORMANCE .................................................................... 29 市場(chǎng)營(yíng)銷戰(zhàn)略 MARKETING STRATEGY............................................................................ 32 附件一 APPENDIX 1 ........................................................................................................... 42 附件二 APPENDIX 2 ........................................................................................................... 43 附件三 APPENDIX 3 ........................................................................................................... 44 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 3 of 45 報(bào)告摘要 EXECUTIVE SUMMARY ? 完成一頁(yè)紙的報(bào)告摘要 ， 闡述市場(chǎng)營(yíng)銷戰(zhàn)略及建議 1 page summary overview of the report defining the marketing strategies and the resulting remended actions. ? 本部份應(yīng)在本報(bào)告全部撰寫完成之后才完成 This section should be pleted once the entire report has been finalised. ? 本部份應(yīng)包括主要的行動(dòng)及其結(jié)果，以及通過(guò)執(zhí)行 本計(jì)劃后將達(dá)成的目標(biāo)摘要 This section should include Key Actions and an “Output Statement,” a summary of what will be achieved through the implementation of this plan. 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 4 of 45 介紹 INTRODUCTION ? 制定 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃的目的是至關(guān)重要的 ， 也就是說(shuō) ， 必須解釋企業(yè)為什么要制定市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃。目的可以包括以下的一些原因 ： It is important to identify the purpose of the Strategic Marketing Plan, in other words why the business is preparing this document. The purpose could include some of the following reasons: 制定企業(yè)的戰(zhàn)略，使企業(yè)的增長(zhǎng)速度與利潤(rùn)提升得以最大化 To establish strategies to allow the business to achieve maximum growth and profitability。 確定在未來(lái)的 12個(gè)月里，如何提高產(chǎn)品品牌與公司形象 Define how the business will increase its brand and profile awareness within the market over the next 12 months。 and 確定企業(yè)的市場(chǎng)戰(zhàn)略定位，分析競(jìng)爭(zhēng)對(duì)手的市場(chǎng)戰(zhàn)略定位 Identify the petitive position of the business within the marketplace and that of its petitors. ? 以下是一些范文，您可以在此基礎(chǔ)上進(jìn)行修改。 Below is some suggested text that you can modify. 市場(chǎng)營(yíng)銷戰(zhàn)略計(jì)劃的制定旨在幫助企業(yè)確定其未來(lái)目標(biāo)，以及達(dá)成目標(biāo)的方式。它為企業(yè)指出了如何有效地實(shí)現(xiàn)其市場(chǎng)營(yíng)銷目標(biāo)的路徑。 This strategic marketing plan has been developed to assist the anization to determine its’ future goals and the means by which it can achieve those goals. It is a map that can be used to see which path the business should follow to achieve its’ marketing objectives in an efficient and effective manner. 市場(chǎng)營(yíng)銷戰(zhàn)略計(jì)劃詳細(xì)說(shuō)明了企業(yè)存 在的原因、內(nèi)外部生存環(huán)境、目前的位置、市場(chǎng)目標(biāo)、實(shí)現(xiàn)目標(biāo)時(shí)可能遇到的障礙、以及如何運(yùn)用資源與市場(chǎng)策略來(lái)實(shí)現(xiàn)目標(biāo)。重要的是 ， 它還提供了一些衡量指標(biāo)（即主要業(yè)績(jī)指標(biāo)），以幫助企業(yè)衡量其所采取的措施是否有效。 This strategic marketing plan details why the business exists, its’ environment, both internal and external, where it is now, what the marketing goals are, what are the obstacles to achieving those goals and how the goals can be achieved through the use of resources and marketing tactics. Importantly, it also provides measures (called key performance indicators) that will help the business to see if it is on the road to successfully achieving its goals or whether it has taken a wrong turn. 當(dāng)企業(yè)已實(shí)現(xiàn)了市場(chǎng)營(yíng)銷目標(biāo)或所發(fā)生的環(huán)境變化，市場(chǎng)營(yíng)銷戰(zhàn)略計(jì)劃應(yīng)隨著時(shí)間的變化不斷地進(jìn)行修改與發(fā)展，以保障企業(yè)更好的發(fā)展。 It is intended that this strategic marketing plan will be revised and further developed over time, so that as the business achieves its’ marketing goals or circumstances change, it can 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 5 of 45 be adapted to ensure the best ongoing results for the anization. 制定與執(zhí)行市場(chǎng)營(yíng)銷售戰(zhàn)略計(jì)劃有助于企業(yè)實(shí)現(xiàn)自己的遠(yuǎn)景目標(biāo)。 The development and use of this strategic marketing plan will help the business achieve its’ vision. 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 6 of 45 企業(yè)背景介紹 COMPANY BACKGROUND ? 明確企業(yè)的類型，以及所從事的行業(yè) Identify the type of business and the industry that this business operates in. ? 闡明企業(yè)的結(jié)構(gòu)與性質(zhì) What type of business structure does this business have: 合伙制 Partnership, 有限責(zé)任公司 Pty Ltd, or 上市公司 Public Company。 and 企業(yè)員工總數(shù) How many employees do you have? ? 企業(yè)成立時(shí)間及創(chuàng)辦人 When was the business first established and by whom? ? 確定從事商業(yè)活動(dòng)的類型 Identify the method of trading. 公司遠(yuǎn)景 Vision Statement ? 公司遠(yuǎn)景旨在向員工提供公司的目標(biāo)及發(fā)展方面。它闡明了企業(yè)所從事的商業(yè)活動(dòng)，以及未來(lái)希望達(dá)成的目標(biāo)。 The vision statement of the business is used to give people a sense of purpose and direction. It describes what t