【正文】 ose customers who do not meet customer selection criteria? 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 18 of 45 市場分析 Market Analysis ? 目標市場的容量 ？ What is the target market size? ? 市場發(fā)展趨勢如何 ？ Are there any market trends? ? 明確目標市場的市場分類 Identify the market segments that exist within the target market. ? 目前與所預測的市場需求情況？ What is the current and projected level of demand? 你需要就該領域進行一些調查了解。 產品與服務的研發(fā)數(shù) Number of products and services in development。 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 13 of 45 產品與服務 PRODUCTS AND SERVICES ? 介紹企業(yè)銷售的產品與服務 Describe the products and services that the business sells. ? 明確企業(yè)的知識產權（如何有的話），包括專利等 Identify all intellectual property (if any exists) including patents. ? 介紹每一項產品和服務的利潤率 What is the profitability of each product and service category? ? 每一項產品和服務是處于其生命周期的哪一階段？ At what stage in the product life cycle are the products and services? 產品與服務的獨特性 Product and Service Differentiation ? 與競爭對手相比 ， 企業(yè)的產品與服務情況如何 ？ How do the products and services pare to those of the petitors? ? 在市場與促銷戰(zhàn)略方面 ， 企業(yè)應當如何將自 己的產品和服務與競爭對手的產品與服務進行區(qū)分？ How can the business differentiate their products and services from petitors through marketing and promotional strategies? ? 在將產品與服務推向市場的過程中，怎樣實施獨特性戰(zhàn)略？ How can the differentiation strategy focus on the process in which products and services are delivered? ? 以下是一些產品或服務獨特性的例子： Examples of product / service differentiation may include: 優(yōu)質的客戶服務 Excellence in customer service。 and / or 資金方面的限制 (指投入金額的要求 ). Financial restrictions (level of capital investment required). ? 這些進入（退出）壁壘對該行業(yè)產生什么樣的影響？ How do barriers to entry (or exit) affect the industry? 行業(yè)競爭 Industry Rivalry ? 介紹行業(yè)競爭的特質 Provide an overview of the nature of the industry rivalry 競爭是否激烈 ？ Is it intense? 企業(yè)間是如何競爭的 ？ 是否主要依賴于價格戰(zhàn) ？ How do businesses pete, is it mainly price petition? ? 行業(yè)內競爭對手的數(shù)量 ？ How many petitors operate within the industry? 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 12 of 45 競爭對手數(shù)量眾多或只有少數(shù)幾個競爭對手？ Are there many or few? ? 就主要競爭對手的情況進行說明，他們的優(yōu)勢與劣勢所在。 Barriers to entry (and exit)。內容包括： Provide a description of industry that the business petes in. This can include factors such as: 客戶的特性 。 政府導向與法律因素 Government trends and legislation。 行業(yè)進入壁壘（或退出壁壘） Barriers to entry (and exit)。 Actions are listed at the end of each section to enable the business to clearly identify what actions need to be pleted over the next 12 months. This is valuable in measuring the business’s performance. ? 應確定主要業(yè)績指標（ KPI’s），并按月對業(yè)績表現(xiàn)進行監(jiān)控。 核心價值 Core values。它闡明了企業(yè)所從事的商業(yè)活動，以及未來希望達成的目標。 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. 當企業(yè)已實現(xiàn)了市場營銷目標或所發(fā)生的環(huán)境變化，市場營銷戰(zhàn)略計劃應隨著時間的變化不斷地進行修改與發(fā)展，以保障企業(yè)更好的發(fā)展。 Below is some suggested text that you can modify. 市場營銷戰(zhàn)略計劃的制定旨在幫助企業(yè)確定其未來目標，以及達成目標的方式。 市 場 營 銷 戰(zhàn) 略 規(guī) 劃 （ 模 板 ） STRATEGIC MARKETING PLAN (TEMPLATE) 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) TABLE OF CONTENTS 目錄 TABLE OF CONTENTS................................................................................................. 2 報告摘要 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 產品與服務 PRODUCTS AND SERVICES ............................................................................... 13 市場分析 MARKET ANALYSIS ............................................................................................... 17 SWOT 分析 DIAGNOSTIC SWOT ANALYSIS ......................................................................... 20 選擇目標市場 TARGET MARKET SELECTION ...................................................................... 24 戰(zhàn)略發(fā)展 STRATEGY DEVELOPMENT ................................................................................ 26 歷史業(yè)績表現(xiàn) HISTORICAL PERFORMANCE .................................................................... 29 市場營銷戰(zhàn)略 MARKETING STRATEGY............................................................................ 32 附件一 APPENDIX 1 ........................................................................................................... 42 附件二 APPENDIX 2 ........................................................................................................... 43 附件三 APPENDIX 3 ........................................................................................................... 44 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 3 of 45 報告摘要 EXECUTIVE SUMMARY ? 完成一頁紙的報告摘要 ， 闡述市場營銷戰(zhàn)略及建議 1 page summary overview of the report defining the marketing strategies and the