撰寫策略性營(yíng)銷傳播策劃方案探析-文庫(kù)吧資料
2025-05-02 06:40本頁(yè)面
【正文】 力資源—誰去做?Notes:注釋:Money財(cái)力BudgetsHow much will it cost?預(yù)算—需花費(fèi)多少成本?Notes:注釋:Minutes時(shí)間TimescalesWhen wills it happen?進(jìn)度表—何時(shí)完成各項(xiàng)任務(wù)?Notes:注釋:Other resources required, eg database software其他必需的資源,比如數(shù)據(jù)庫(kù)資料 SOSTAC PLANNING SYSTEM / 運(yùn)用SOSOTAC系統(tǒng)撰寫策略性營(yíng)銷傳播策劃方案Stage/步驟祝賀你勝利到達(dá)Having answered the questions below you have now created the foundation for a marketing munication plan.回答了下述問題之后,其實(shí)你已經(jīng)打好了營(yíng)銷傳播策劃案的基礎(chǔ)SSituation/現(xiàn)狀Where are we now？/我們現(xiàn)在在哪里？OObjectives/目標(biāo)Where do we want to be？/我們準(zhǔn)備去哪里？SStrategy/策略How do we get there—broad steps？/我們?nèi)绾蔚竭_(dá)那里主要的步驟是哪些？TTactics/戰(zhàn)術(shù)How do we get there—individual steps？/我們?nèi)绾芜_(dá)到那里每一個(gè)詳細(xì)步驟是哪些？AAction/行動(dòng)What are the specific actions required for each individual tactical step？How do we get people to do them？/每一個(gè)詳細(xì)的戰(zhàn)術(shù)步驟需要采取哪些具體行動(dòng)？如何安排人力資源去完成任務(wù)？C Control/控制How do we know we have arrived？/我們?nèi)绾沃朗欠褚呀?jīng)到達(dá)目標(biāo)？24 / 24。Method Communications tools (eg adverts, sales promotion, exhibitions and salesforce, internet …)方法各類傳播工具的運(yùn)用（比如：廣告，促銷和個(gè)人銷售。 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(chǎng)營(yíng)銷傳播策略的檢核表。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)。然后，至少編寫三種可供選擇的策略方案。Action 購(gòu)買Repurchase, enquiries, trial purchase… 重復(fù)購(gòu)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(chǎng)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(cè)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(yè)所述之目標(biāo)，決定你如何達(dá)到目標(biāo)。 Interest 興趣Liking, attitudes, preference… 喜歡，態(tài)度，偏愛。 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(chǎng)。 new market segments…進(jìn)入新市場(chǎng)；進(jìn)入新市場(chǎng)的新區(qū)隔。 share。Marketing objectives eg Ansoff營(yíng)銷目標(biāo)如：Ansoff矩陣分析Market penetration市場(chǎng)滲透Grow sales。 ROL。）Business objectives 業(yè)務(wù)目標(biāo)All departments within t
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