【正文】 market 1 目標(biāo)市場1Define/specify the target market:定義/確認(rèn)目標(biāo)市場Target market 2 目標(biāo)市場2 Define/specify the target market:定義/確認(rèn)目標(biāo)市場Target market 3 目標(biāo)市場Define/specify the target market:定義/確認(rèn)目標(biāo)市場SOSTAC Stage (contd.) 1: Situation Analysis (Internal) Customer RetentionSOSTAC步驟1: 現(xiàn)狀分析（內(nèi)部） 客戶維護(hù)Target market目標(biāo)市場Profile 工作內(nèi)容Customer satisfaction Trend Current score pared to:a. previous year’sb. industry averagec. industry best d. any other industry best 客戶的滿意來自趨勢當(dāng)前客戶滿意程度與。Marketing munications objectives eg AIDA營銷傳播目標(biāo)如，AIDAAttention 注意 Increase awareness... 增加知名度。網(wǎng)上銷售）Media For each tool, Eg advertsTV, press and sales promotioncoupons ,petions媒體運用充分運用每一種媒體，比如，電視廣告，平面廣告，有獎促銷，競爭Message What is the message?銷售信息準(zhǔn)備傳遞何種信息給受眾？Timing Any particular sequence ofmethods and media?時間進(jìn)度統(tǒng)籌運用的方法和媒體有無統(tǒng)籌考慮時間順序計劃？SOSTAC Stage 4: Tactics (The Details of Strategy) Gantt ChartsWhat Tactics Will Happen WhenSOSTAC步驟4: 戰(zhàn)術(shù)（策略的具體細(xì)節(jié)） 甘特圖完成策略細(xì)節(jié)進(jìn)度表Communications Tool傳播工具運用內(nèi)容Jan 一月Feb 二月Mar三月 Apr四月 May五月 Jun 六月Jul 七月Aug 八月Sep 九月Oct十月 Nov 十一月Dec 十二月Cost 成本Market research市場研究Packaging redesign包裝設(shè)計POS preparation售點建設(shè)Advertising廣告TV電視Press 報紙/平面Poster海報Cinema照片Radio廣播Sales promotion促銷活動Press launch新聞發(fā)布Direct mail直郵銷售Sales conference銷售會議Sales drive銷售獎勵Exhibitions展覽會Website網(wǎng)上銷售Total spend總費用SOSTAC Stage 5 : Action (The Implementation Details of Tactics) Action PlanGantt GhartsSOSTAC步驟5: 戰(zhàn)術(shù)（具體戰(zhàn)術(shù)細(xì)節(jié)的執(zhí)行） 甘特圖行動計劃執(zhí)行進(jìn)度表Each tactical munications tool needs to be planned as a mini project, eg direct mail campaign，每一次戰(zhàn)術(shù)性傳播工具的運用應(yīng)該把她作為一個小型項目來對待,比如直郵銷售運動。 distribution penetration… 增加銷售；市場份額；鋪貨渠道的滲透發(fā)展Market development市場發(fā)展Enter new markets。）Business objectives 業(yè)務(wù)目標(biāo)All departments within the organization組織內(nèi)所有部門Survival。然后，至少編寫三種可供選擇的策略方案。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：記住策略必須完成一個特定的目標(biāo)。 ROL。 market。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Segmentation(Does the strategy break up themarket)區(qū)隔化（該策略是否把市場細(xì)化？）Targeting(Does it select specific targets including stakeholders and DMUS?)目標(biāo)市場確定(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,并實現(xiàn)目標(biāo)?贏得競爭?)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)性的競爭優(yōu)勢?(成本優(yōu)勢/差異化賣點/特殊地位?)Buying Process (Does it cater for the buying stages (high involve/low involve)…multistage strategy?)購買行為過程特征(是否考慮購買步驟(深度介入/低度介入)…多步引導(dǎo)驟