【正文】 ................................................................................................. ４ 四、產(chǎn)品設(shè)計(jì) ................................................................................................................. ５ （一）英語(yǔ)、小語(yǔ)種學(xué)習(xí) +游學(xué)旅游 ............................................................................... ５ 趣味英語(yǔ)沙龍 ........................................................................................................... ５ 英語(yǔ)，小語(yǔ)種學(xué)習(xí) +游學(xué)旅游（針對(duì)有出國(guó)留學(xué)意向的學(xué)生） ................................... ５ （二）原動(dòng)力 ................................................................................................................. ６ （三）藝術(shù)類修養(yǎng)提升 ................................................................................................... ６ 五、宣傳方式 ................................................................................................................. ６ （一）廣告促銷宣傳 ...................................................................................................... ６ （二）定點(diǎn)促銷宣傳 ...................................................................................................... ７ （三）在學(xué)區(qū)，居民小區(qū)拉橫幅進(jìn)行宣傳 ....................................................................... ７ 六、營(yíng)銷組織和管理創(chuàng)新 ............................................................................................... ７ （一）建立共同目標(biāo)和愿景 ............................................................................................ ７ 營(yíng)銷目標(biāo)：近期目標(biāo)（至 2020） .............................................................................. ８ 長(zhǎng)期愿景 .................................................................................................................. ８ （二）營(yíng)銷組織創(chuàng)新 ...................................................................................................... ８ 管理的組織創(chuàng)新 ........................................................................................................ ８ 構(gòu)建扁平化的組織模式 ............................................................................................. ９ 開(kāi)展合作營(yíng)銷，建立核心營(yíng)銷系統(tǒng) ............................................................................ ９ 重點(diǎn)創(chuàng)建學(xué)習(xí)型的營(yíng)銷團(tuán)隊(duì) 金字塔模型 ................................................................ ９ （三）營(yíng)銷管理創(chuàng)新 ...................................................................................................１１ 營(yíng)銷團(tuán)隊(duì)人員的招聘 ..............................................................................................１１ 注重營(yíng)銷團(tuán)隊(duì)的學(xué)習(xí)和培訓(xùn) ...................................................................................１１ （四）營(yíng)銷團(tuán)隊(duì)的激勵(lì)體系 .........................................................................................１２ 物質(zhì)激勵(lì) ...............................................................................................................１２ 精神激勵(lì) ...............................................................................................................１３ 變相激勵(lì) ...............................................................................................................１４ （五）薪酬設(shè)計(jì) ..........................................................................................................１４ 七、營(yíng)銷控制 ..............................................................................................................１６ （一）人員控制（詳見(jiàn)附件三） ..................................................................................１６ （二）效率控制 ..........................................................................................................１６ （三）財(cái)務(wù)控制 ..........................................................................................................１６ （四）外包活動(dòng)的控制 ................................................................................................１７ 費(fèi)用的控制 ............................................................................................................１７ 八、財(cái)務(wù)預(yù)算 ..............................................................................................................１７ 附件一 ........................................................................................................................１８ “快樂(lè)夏令營(yíng)”營(yíng)銷組織及管理創(chuàng)新策劃 關(guān)于培訓(xùn)機(jī)構(gòu)內(nèi)部組織與管理 —— 北京雅思的訪談?dòng)涗?...............................................１８ 附件二 .......................