撰寫策略性營(yíng)銷傳播策劃方案探析-wenkub
2023-05-11 06:40:38 本頁(yè)面
【正文】 Power forces外來力量SOSTAC Stage 1 (contd.): Situation Analysis (Internal) External Analysis of Uncontrollable VariablesSOSTAC步驟1 (續(xù)): 現(xiàn)狀分析（外部） 市場(chǎng)不可控制因素的外部分析Key Result Area項(xiàng)目Specific area特定區(qū)域Future uncontrolled不可控制的未來因素Impactopportunity機(jī)會(huì)的影響Impactthreat威脅的影響Step 2Far or wide environment 步驟2遠(yuǎn)期或宏觀競(jìng)爭(zhēng)環(huán)境Sociological社會(huì)因素Technological 技術(shù)因素Economics (macro)經(jīng)濟(jì)因素(宏觀)Political政治因素 SOSTAC Stage 2: Objectives Marketing and Developing Marketing Communications ObjectivesSOSTAC步驟2: 目標(biāo) 營(yíng)銷和確定營(yíng)銷傳播目標(biāo) Hierarchy of objective目標(biāo)金字塔組成Involves包括內(nèi)容Specific items found in each type of objectives (plete this section)每一層目標(biāo)包括的具體項(xiàng)目（完成本部分）Business 業(yè)務(wù)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(lǐng)先地位和價(jià)值觀（包括職業(yè)道德。SOSTAC PLANNING SYSTEM / 運(yùn)用SOSOTAC系統(tǒng)撰寫策略性營(yíng)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(gè)詳細(xì)步驟是哪些？AAction/行動(dòng)What are the specific actions required for each individual tactical step？How do we get people to do them？/每一個(gè)詳細(xì)的戰(zhàn)術(shù)步驟需要采取哪些具體行動(dòng)？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(jī)，競(jìng)爭(zhēng)能力和競(jìng)爭(zhēng)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(jī)參數(shù)Strength優(yōu)勢(shì)Weakness弱勢(shì)Trend improving or …趨勢(shì)，改善或...Performance 業(yè)績(jī)Profits / 利潤(rùn)Sales / 銷售額Market’s share/ 市場(chǎng)份額Market segments/市場(chǎng)細(xì)化Positioning/ 市場(chǎng)定位Product portfolio/產(chǎn)品組成Return/trend 利潤(rùn)率/趨勢(shì)Turnover trend 營(yíng)業(yè)額趨勢(shì)Leader/follower 市場(chǎng)領(lǐng)導(dǎo)/跟隨者M(jìn)arket spread 市場(chǎng)覆蓋率 or ? 第一或第十位Single or spread 單一或系列產(chǎn)品Competencies競(jìng)爭(zhēng)能力Marketing 市場(chǎng)營(yíng)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(rùn)率Leading edge or follower?領(lǐng)先或跟隨？Skill base management? 技能管理？Policy 競(jìng)爭(zhēng)方針Risk seeker/averse冒險(xiǎn)/回避冒險(xiǎn)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(chǎng)營(yíng)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(jī)參數(shù)Strength優(yōu)勢(shì)Weakness弱勢(shì)Trend improving or …趨勢(shì)，改善或...Marketing Mix營(yíng)銷組合Product 產(chǎn)品Price 價(jià)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(jià)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(shí)系統(tǒng)Skill base and motivation 技能
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