撰寫(xiě)策略性營(yíng)銷(xiāo)傳播策劃方案探析-免費(fèi)閱讀
【正文】 檢查每一策略是否涉及下述所列的內(nèi)容并打鉤，可幫助您選擇最佳策略性方案StrategicOptionnumber 策略序號(hào)Segmentation(Does the strategy break up themarket)區(qū)隔化（該策略是否把市場(chǎng)細(xì)化？）Targeting(Does it select specific targets including stakeholders and DMUS?)目標(biāo)市場(chǎng)確定(是否選擇諸如持股人和決策人在內(nèi)的特定目標(biāo)?)Objectives (Will the strategy succeed, it will it fulfil the objectives? will it beat Competition?)目標(biāo)(策略能否成功,并實(shí)現(xiàn)目標(biāo)?贏(yíng)得競(jìng)爭(zhēng)?)Postitioning (Is there a clear Positioning?)定位(定位是否清晰?)Exploit sustainable petitive advantage?(cost leader/ differentiate focus/niche)是否存在持續(xù)性的競(jìng)爭(zhēng)優(yōu)勢(shì)?(成本優(yōu)勢(shì)/差異化賣(mài)點(diǎn)/特殊地位?)Buying Process (Does it cater for the buying stages (high involve/low involve)…multistage strategy?)購(gòu)買(mǎi)行為過(guò)程特征(是否考慮購(gòu)買(mǎi)步驟(深度介入/低度介入)…多步引導(dǎo)驟策略?)Tools(Range of munications tools to be used)采用的工具(打算采用的各類(lèi)傳播工具種類(lèi)和范圍)Sequence(And timing of tools to be used?)時(shí)間計(jì)劃(打算采用的各類(lèi)工具的實(shí)施時(shí)間表?)Integration Are all the munications tools integrated?整合是否整合所有的傳播工具?Global or local?全球或地方性?Rank/ score?排名/得分?123 SOSTAC Stage 4: Tactics (The Details of Strategy) Developing TacticsSOSTAC步驟4: 戰(zhàn)術(shù)（ 實(shí)現(xiàn)策略的具體步驟） 制定戰(zhàn)術(shù)StrategyDoes the tactic fit with the overall strategy?策略戰(zhàn)術(shù)是否適應(yīng)整體策略？Target marketDefine target markets, DMUS, stakeholders目標(biāo)市場(chǎng)確定目標(biāo)市場(chǎng)，決策人，持股人。Desire 渴望 Intentions to purchase, likelihood to … 有意購(gòu)買(mǎi)，可能購(gòu)買(mǎi)。 market。比較：a. 去年b. 同行業(yè)平均水平c. 同行業(yè)最好水平d. 各行業(yè)最好水平Loyalty levels TrendCurrent score Compared to:a. previous year’sb. industry averagec. industry bestd. any other industry best客戶(hù)的忠誠(chéng)度趨勢(shì)當(dāng)前客戶(hù)滿(mǎn)忠誠(chéng)度與。 ROL。 expand range…開(kāi)發(fā)或推出新產(chǎn)品；擴(kuò)大產(chǎn)品線(xiàn)Diversification多元化Move into new product / services and markets…生產(chǎn)新產(chǎn)品或提供新服務(wù)，開(kāi)發(fā)新市場(chǎng)。123NB Remember strategy must fulfil a specific objective.When the strategic options have generated, use the checklist on the next page to rank them and choose..注釋?zhuān)河涀〔呗员仨毻瓿梢粋€(gè)特定的目標(biāo)。Stage of production 制作流程內(nèi)容Who responsible?誰(shuí)負(fù)責(zé)?Wk 1周一Wk2 周二Wk 3周三Wk4周四Wk5周五Wk6周六Wk7周七Wk8周八Wk9周九Wk10周十Wk11周十一Wk12周十二Cost 成本Creative and media briefing創(chuàng)意和媒介簡(jiǎn)報(bào)Database list Preparation數(shù)據(jù)準(zhǔn)備處理Laser printing激光打印Print production (brochure, envelopes)印刷生產(chǎn)(如,宣傳手冊(cè))Lettershop(collating, folding, packing)直郵信函印刷(裝訂,折疊,包裝)Mailing 郵寄Response monitoring收集反饋意見(jiàn)Response action 工作改進(jìn)Followup sales call跟蹤拜訪(fǎng)Evaluate mailshot 效果評(píng)估Total spend總費(fèi)用SOSTAC Stage 6: Control Control ChecklistSOSTAC 步驟6：控制 控制檢核表Quantified objectivesState each QuantifiedObjective and its time period量化目標(biāo)闡述每一經(jīng)量化的目標(biāo)和其完成的時(shí)間期限Means of measuringHow will it be measured: survey, sales?衡量方式如何衡量是否已實(shí)現(xiàn)目標(biāo)，市場(chǎng)調(diào)研或銷(xiāo)售額…？Frequency of measurement Quarterly, weekly, daily?衡量的頻率每季度，每周，每天？Accountabilitywho does it?誰(shuí)負(fù)責(zé)做？
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