【文章內(nèi)容簡(jiǎn)介】 xist? ? 它們的存在對(duì)于該行業(yè)起到什么樣的影響？ How does this affect the industry? ? 客戶(hù)如果要更換產(chǎn)品或服務(wù)，需要付出什么樣的代價(jià)？ What are the customer switching costs in choosing a substitute product or service? 行動(dòng)及主要業(yè)績(jī)指標(biāo) Actions and Key Performance Indicators ? 行動(dòng)包括： Actions could include: 尋找新的供應(yīng)商 Seeking new suppliers。 提高行業(yè)進(jìn)入壁壘 （ 以保護(hù)企業(yè)的運(yùn)作 ） Raising barriers to entry into the industry (in order to protect the business)。 尋找新的目標(biāo)市場(chǎng) Seeking new target markets。 市場(chǎng)營(yíng)銷(xiāo)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(xiāo)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(huà)），包括專(zhuān)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(xiāo)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(guò)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(hù)服務(wù) Excellence in customer service。 市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 14 of 45 產(chǎn)品和服務(wù)擔(dān)保 Guarantees。 and / or 企業(yè)結(jié)構(gòu) Business structure. 銷(xiāo)售額的歷史表現(xiàn) Sales History ? 提供企業(yè)銷(xiāo)售額變化趨勢(shì)的簡(jiǎn)要說(shuō)明 Provide a brief explanation regarding any sales trends. ? 在過(guò)去 23年時(shí)間里 ， 企業(yè)銷(xiāo)售的業(yè)績(jī)表現(xiàn)如何 ？ How has the level of sales turnover performed over the past 2 – 3 years? ? 提供未來(lái) 12個(gè)月的銷(xiāo)售額預(yù)測(cè) What does the business project the sales forecast to be in the next 12 months? 產(chǎn)品開(kāi)發(fā)的歷史表現(xiàn) Product Development History ? 就目前所擁有的產(chǎn)品與服務(wù)的演變過(guò)程進(jìn)行說(shuō)明 Describe how the current product and service range evolved. ? 企業(yè)的產(chǎn)品是否在不斷地更新與發(fā)展 ？ Are products continuously being updated and developed? ? 產(chǎn)品的更新與發(fā)展是如何在市場(chǎng)營(yíng)銷(xiāo)活動(dòng)中得以體現(xiàn)的 ？ How is the business marketing these updates and developments? 企業(yè)的主要促銷(xiāo)活動(dòng)都針對(duì)新產(chǎn)品或更新產(chǎn)品 Major promotional drive for new products or updates。 您是如何使現(xiàn)有客戶(hù)與新客戶(hù)了解公司產(chǎn)品的更新與發(fā)展？ How are you informing existing and new customers of these updates and developments? 市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 15 of 45 產(chǎn)品發(fā)展部門(mén) Product Development Facilities ? 企業(yè)進(jìn)行了什么樣的產(chǎn)品研發(fā)工作？ What product research and development activities are undertaken? ? 企業(yè)的產(chǎn)品研發(fā)工作中，有一些是否是由外包關(guān)系企業(yè)完成來(lái)？ Are any of the research and development activities outsourced? 產(chǎn)品改善與發(fā)展戰(zhàn)略 Product Improvement and Development Strategies ? 企業(yè)是否制定產(chǎn)品改善與發(fā)展戰(zhàn)略 ？ Does the business have any product improvement or development strategies? ? 企業(yè)是否擁有知識(shí)產(chǎn)權(quán)、專(zhuān)利、商標(biāo)等 ？ Does the business have any intellectual property, patents, trademarks etc? ? 企業(yè)產(chǎn)品與服務(wù)的未來(lái)發(fā)展方向？ In the future, how does the business intend to approach product and service development? 在該項(xiàng)工 作中，企業(yè)有哪些資源可以利用？ What resources will the business allocate to this activity? 行動(dòng)與主要業(yè)績(jī)指標(biāo) Actions and Key Performance Indicators ? 主要業(yè)績(jī)指標(biāo)可以包括 ： Key Performance Indicators could include: 新產(chǎn)品與新服務(wù)項(xiàng)目占銷(xiāo)售總額的百分比 % of revenue achieved through the sale of new products and services。 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(xiāo)戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 16 of 45 產(chǎn)品研發(fā)工作的投入金額 Product research and development investment。 新產(chǎn)品與更新產(chǎn)品的成功率 Success rate of new products and updates。 and 購(gòu)買(mǎi)新產(chǎn)品的簽約率（根據(jù)市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略對(duì)此進(jìn)行衡量） Conversion rates of purchase of new products (measure this against marketing strategy). 市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 17 of 45 市場(chǎng)分析 MARKET ANALYSIS ? 完成對(duì)目標(biāo)市場(chǎng)的概述 Provide a brief overview of the target market. 客戶(hù)分析 Customer Analysis ? 企業(yè)目標(biāo)客戶(hù)的類(lèi)型 ？ What types of customers does the business target? ? 企業(yè)的客戶(hù)總數(shù) ？ How many customers does the business have? 描述典型客戶(hù)的特性 Describe the characteristics of the typical customer 企業(yè)客戶(hù)的忠誠(chéng)度？ Are customers loyal? 客戶(hù)每年的交易數(shù) How many times a year do they purchase products or services from the business? ? 是否將客戶(hù)按照其對(duì)企業(yè)所創(chuàng)造的價(jià)值進(jìn)行分類(lèi)？ Are customers categorised according to the value that they provide the business? ? 企業(yè)是否有客戶(hù)選擇標(biāo)準(zhǔn)？如果有，請(qǐng)列出這些標(biāo)準(zhǔn)。 Does the business have customer selection criteria? If so identify what it is. ? 達(dá)到客戶(hù)選擇標(biāo)準(zhǔn)的客戶(hù)占總客戶(hù)量的百分比？ What percentages of customers meet the customer selection criteria? ? 對(duì)于那些沒(méi)有達(dá) 到客戶(hù)選擇標(biāo)準(zhǔn)的客戶(hù)，企業(yè)是否制定有相應(yīng)的退出戰(zhàn)略？ Does the business have an exit strategy for those customers who do not meet customer selection criteria? 市場(chǎng)營(yíng)銷(xiāo)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(lèi) 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。有用的信息包括：行業(yè)基準(zhǔn)數(shù)（可從行業(yè)協(xié)會(huì)處獲得），市場(chǎng)調(diào)查 (及其結(jié)果的歸納 )， 政府部門(mén)的統(tǒng)計(jì)（例如人口普查信息等），以及你自身所擁有的行業(yè)經(jīng)驗(yàn) You may need to undertake some research in this area. Sources that may be helpful include industry benchmarks (from industry associations), market surveying (and e