【正文】 ose customers who do not meet customer selection criteria? 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 18 of 45 市場(chǎng)分析 Market Analysis ? 目標(biāo)市場(chǎng)的容量 ？ What is the target market size? ? 市場(chǎng)發(fā)展趨勢(shì)如何 ？ Are there any market trends? ? 明確目標(biāo)市場(chǎng)的市場(chǎng)分類 Identify the market segments that exist within the target market. ? 目前與所預(yù)測(cè)的市場(chǎng)需求情況？ What is the current and projected level of demand? 你需要就該領(lǐng)域進(jìn)行一些調(diào)查了解。 產(chǎn)品與服務(wù)的研發(fā)數(shù) Number of products and services in development。 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 13 of 45 產(chǎn)品與服務(wù) PRODUCTS AND SERVICES ? 介紹企業(yè)銷售的產(chǎn)品與服務(wù) Describe the products and services that the business sells. ? 明確企業(yè)的知識(shí)產(chǎn)權(quán)（如何有的話），包括專利等 Identify all intellectual property (if any exists) including patents. ? 介紹每一項(xiàng)產(chǎn)品和服務(wù)的利潤(rùn)率 What is the profitability of each product and service category? ? 每一項(xiàng)產(chǎn)品和服務(wù)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(chǎn)品與服務(wù)的獨(dú)特性 Product and Service Differentiation ? 與競(jìng)爭(zhēng)對(duì)手相比 ， 企業(yè)的產(chǎn)品與服務(wù)情況如何 ？ How do the products and services pare to those of the petitors? ? 在市場(chǎng)與促銷戰(zhàn)略方面 ， 企業(yè)應(yīng)當(dāng)如何將自 己的產(chǎn)品和服務(wù)與競(jìng)爭(zhēng)對(duì)手的產(chǎn)品與服務(wù)進(jìn)行區(qū)分？ How can the business differentiate their products and services from petitors through marketing and promotional strategies? ? 在將產(chǎn)品與服務(wù)推向市場(chǎng)的過程中，怎樣實(shí)施獨(dú)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(chǎn)品或服務(wù)獨(dú)特性的例子： Examples of product / service differentiation may include: 優(yōu)質(zhì)的客戶服務(wù) 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(jìn)入（退出）壁壘對(duì)該行業(yè)產(chǎn)生什么樣的影響？ How do barriers to entry (or exit) affect the industry? 行業(yè)競(jìng)爭(zhēng) Industry Rivalry ? 介紹行業(yè)競(jìng)爭(zhēng)的特質(zhì) Provide an overview of the nature of the industry rivalry 競(jìng)爭(zhēng)是否激烈 ？ Is it intense? 企業(yè)間是如何競(jìng)爭(zhēng)的 ？ 是否主要依賴于價(jià)格戰(zhàn) ？ How do businesses pete, is it mainly price petition? ? 行業(yè)內(nèi)競(jìng)爭(zhēng)對(duì)手的數(shù)量 ？ How many petitors operate within the industry? 市場(chǎng)營(yíng)銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 12 of 45 競(jìng)爭(zhēng)對(duì)手?jǐn)?shù)量眾多或只有少數(shù)幾個(gè)競(jìng)爭(zhēng)對(duì)手？ Are there many or few? ? 就主要競(jìng)爭(zhēng)對(duì)手的情況進(jìn)行說(shuō)明，他們的優(yōu)勢(shì)與劣勢(shì)所在。 Barriers to entry (and exit)。內(nèi)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(dǎo)向與法律因素 Government trends and legislation。 行業(yè)進(jìn)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(yīng)確定主要業(yè)績(jī)指標(biāo)（ KPI’s），并按月對(duì)業(yè)績(jī)表現(xiàn)進(jìn)行監(jiān)控。 核心價(jià)值 Core values。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)。 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。 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。 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