撰寫策略性營銷傳播策劃方案探析(編輯修改稿)
2025-05-23 06:40 本頁面
【文章內(nèi)容簡介】 tives eg Ansoff營銷目標(biāo)如：Ansoff矩陣分析Market penetration市場滲透Grow sales。 market。 share。 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。 new market segments…進(jìn)入新市場；進(jìn)入新市場的新區(qū)隔。Product development產(chǎn)品發(fā)展Develop and launch new products。 expand range…開發(fā)或推出新產(chǎn)品；擴(kuò)大產(chǎn)品線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)，開發(fā)新市場。Marketing munications objectives eg AIDA營銷傳播目標(biāo)如，AIDAAttention 注意 Increase awareness... 增加知名度。 Interest 興趣Liking, attitudes, preference… 喜歡，態(tài)度，偏愛。Desire 渴望 Intentions to purchase, likelihood to … 有意購買，可能購買。Action 購買Repurchase, enquiries, trial purchase… 重復(fù)購買，詢問，試買SOSTAC Stage 2: Objectives Quantifying ObjectivesSOSTAC步驟2: 目標(biāo) 量化目標(biāo)To為了Specific aspect確定的行動(dòng)Target market目標(biāo)市場From從To到When何時(shí)Eg to increase awareness among ABC1 women from 20% to 30% within 12 months Eg to increase sales among ABC1 women from 15m to within 12 months 比如，在ABC1婦女中的認(rèn)知度，在12月內(nèi)從20%提高到30%比如，在ABC1婦女中的銷售額，在12月內(nèi)從1500萬增加到1650萬 Objectives should have numbers and details制定目標(biāo)應(yīng)該有數(shù)字和具體細(xì)節(jié)Objectives should be SMART制定目標(biāo)應(yīng)該遵循SMART原則Specific特定Measurable可測Achievable 可達(dá)Relevant相關(guān)Timed定時(shí) SOSTAC Stage 3: Strategy (How to get there ) Strategic OptionsSOSTAC步驟3: 策略 （如何到達(dá)那里） 可供選擇的各種策略方案Strategic option number供選擇的各種策略方案編號(hào)Generate alternative strategiesTaking the objectives specified on previous page, now determine how you are going to achieve them. Write a strategy which basically summaries ‘how you are going to get there’. Then develop at least three optional strategies. Write down and pare three different strategies or strategic options. Then rank them on the next page.編寫各種策略：參照前頁所述之目標(biāo)，決定你如何達(dá)到目標(biāo)。圍繞“你如何到達(dá)那里”，總結(jié)、編寫策略。然后，至少編寫三種可供選擇的策略方案。編寫、并比較三種不同的策略或策略性方案，然后在下一頁排序列出。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(gè)特定的目標(biāo)。 當(dāng)完成策略性方案后，使用下一頁的檢核表，把各種方案逐一列出并作出選擇。 SOSTAC Stage 3: Strategy Choosing the Best Strategy Using a Strategic Dimensions ChecklistSOSTAC步驟3: 策略 運(yùn)用策略綜合評(píng)估檢核表選擇最佳策略方案A Checklist To Help The Development Of Marketing Communications Strategies.Tick which dimensions are covered by each strategy. This should help you to choose which strategy is the best one.下面是輔助編寫市場營銷傳播策略的檢核表。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(shí)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(diǎn)/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
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