【導讀】完成一頁紙的報告摘要，闡述市場營銷戰(zhàn)略及建議。本部份應包括主要的行動及其結(jié)果，以及通過執(zhí)行本計劃后將達成的目標摘要。制定市場營銷戰(zhàn)略規(guī)劃的目的是至關(guān)重要的，也就是說，必須解釋企業(yè)為什么要制定。目的可以包括以下的一些原因：

　　

【正文】 Identify the products and services appropriate for each target market. ? 制定針對每個市場的戰(zhàn)略目標 Establish a strategic objective for each market. ? 明確每個市場所特有的機會與威脅 Identify specific opportunities and threats within each market. ? 對每個市場進行評估，以制定其最佳的市場營銷戰(zhàn)略 Assess each market to determine the best marketing strategy to adopt. 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 25 of 45 ? 完成市場進入或新產(chǎn)品 /服務(wù)拓展的財務(wù)分析 Prepare a financial analysis for market entry or new product / service introduction. 行動與主要業(yè)績指標 Actions and Key Performance Indicators ? 主要業(yè)績指標包括 ： Key Performance indicators could include: 潛在顧客量 Number of potential customers。 這些目標市場所需的產(chǎn)品或服務(wù)種數(shù) Number of new products / services needed to service these target markets。 and 每個目標市場的盈利率 Profitability (%) of each target market. 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 26 of 45 戰(zhàn)略發(fā)展 STRATEGY DEVELOPMENT 目標市場 Target Markets ? 確定每個目標市場的競爭優(yōu)勢。競爭優(yōu)勢可能包括： Define a petitive advantage for each target market. Competitive advantages may include things such as: 價格優(yōu)勢 Price leader。 客戶服務(wù)優(yōu)勢 Customer service leader。 產(chǎn)品和服務(wù)擔保 Guarantees。 and 市場占有率優(yōu)勢 Market share leader. 市場進入戰(zhàn)略 Market Entry Strategy ? 最后確定每個新市場的市場進入戰(zhàn)略 Finalise market entry strategies for each new market. ? 企業(yè)將用以下的何種形式在新市場中進行定位： Will the business enter and position itself in new target markets as a: 低價 Price leader。 強調(diào)其獨特賣點 By promoting Unique Selling Points。 or 短期低價競爭戰(zhàn)略 Using loss leader marketing strategies, etc. 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 27 of 45 客戶服務(wù) Customer Service ? 確定一個有效的客戶服務(wù)戰(zhàn)略與政策： Establish an effective customer service strategy and policy. 問候客戶的方式 How is the customer to be greeted。 and 客戶服務(wù)應遵循的程序 Procedures to be followed when serving customers. ? 企業(yè)是否對其客戶服務(wù)戰(zhàn)略進行體系化建設(shè)？ Has the business systemised the customer service strategy? 每一體系是否成文 ？ Is every system documented? ? 客戶服務(wù)是否是企業(yè)的第一優(yōu)先考慮的對象？ Is customer service considered the business’s number one priority? ? 企業(yè)形象與文化是否有利于客戶服務(wù)？ Does the image and culture of the business support customer service? 如果不是，企業(yè)將如何達到這一目標？ If not, how is the business going to achieve this? ? 企業(yè)是否舉辦過客戶咨詢會議或進行過客戶調(diào)查，以搜集客戶對企業(yè)運作的反饋意見？ Has the business conducted a Customer Advisory Session or customer surveys in order to gather customers’ feedback on how the business is performing? 市場營銷組合 Marketing Mix ? 確定針對每一市場最佳的市場營銷組合戰(zhàn)略 Develop an optimum marketing mix strategy for each market. 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 28 of 45 行動與主要業(yè)績指標 Actions and Key Performance Indicators ? 主要業(yè)績指標可包括 ： Key Performance indicators could include: 新客戶的簽約率 Conversion rate of new customers。 and 針對每個市場營銷戰(zhàn)略的市場回應水平 Level of response according to each marketing strategy. 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 29 of 45 歷史業(yè)績表現(xiàn) HISTORICAL PERFORMANCE ? 提供關(guān)于企業(yè)歷史業(yè)績表現(xiàn)的概括，并提供財務(wù)報表與數(shù)據(jù)摘要來支持這一概括。 Provide an overview of the historical financial performance of the business. Support this overview with financial statements and summary data. 可能的話，用 圖表來強調(diào)趨勢及走向 Where possible use graphs to highlight trends ? 需要提供的主要財務(wù)資料包括： The main financial information that needs to be provided includes: 銷售額的歷史數(shù)據(jù) Sales history。 銷售額的變化趨勢 Cyclical trends。 損益表 Profit and Loss。 資產(chǎn)負債表 Balance Sheets。 資產(chǎn) 負債表中的主要指標 Key Balance Sheet Indicator and。 企業(yè)現(xiàn)值的估算 An estimation of the current value of the business. 預算與預期 Budgets and Projections ? 企業(yè)如何看待未來 12個月的業(yè)績表現(xiàn) ？ How does the business envisage it will perform over the next 12 months? ? 預算表中應包括以下月度數(shù)據(jù) ： Budget spreadsheets need to be provided detailing the following monthly 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 30 of 45 information: 現(xiàn)金流量表（收入與支出） Cash Flow (receipts and payments)。 損益表 （收益與費用） Profit and Loss (ine and expenses)。 資產(chǎn)負債表（資產(chǎn)與負債的綜述） Balance Sheet (statement of assets and liabilities)。 資 本與未來流動資金的需求 Capital and future working capital requirements. ? 在完成預算時，需要考慮以下方面的內(nèi)容： In preparing the budgets the following should be considered: 歷史業(yè)績表現(xiàn)與通貨膨脹的影響 Historical performance and the likely affect of inflation。 在執(zhí)行了本市場營銷戰(zhàn)略計劃后，對成本產(chǎn)生的影響 Impact on costs resulting from the implementation of strategies detailed in this Strategic Marketing Plan。 成本的歷史數(shù)據(jù)，以及產(chǎn)品價格和員工薪酬的增長的影響 Historical costs and the affect of predicted price or wage increases。 完成戰(zhàn)略計劃所需的資金需求 Capital investment required in order to implement planned strategies。 and 固定設(shè)備的置換成本（如果這些設(shè)備已瀕臨淘汰） Replacement cost for capital equipment (if equipment is nearing the end of its useful life). ? 確保預算中有包括依據(jù)財務(wù)預測與預算而完成的假設(shè)的詳細說明。 Ensure that you include details of the assumptions upon which the financial forecasts and budgets were prepared. 對假設(shè)的詳細描述會對你在未來對比實際完成情況是有所幫助 Detailing your assumptions with assist you when you pare actual performance to budget 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 31 of 45 行動與主要業(yè)績指標 Actions and Key Performance Indicators ? 主要業(yè)績指標包括 ： Key Performance Indicators could include: 投資回報率 Return on inves