市場營銷計(jì)劃營銷部的預(yù)算-文庫吧資料
2025-03-12 11:23本頁面
【正文】 概述 Overview 概述 1. Executive Summary 行政小結(jié) 2. Market Condition 市場環(huán)境 3. SWOT 4. Positioning Statement 定位描述 Executive Summary 行政小結(jié) ? Current Situation 目前狀況 ? Changes Planned 可預(yù)見的變動(dòng) ? Anticipated for the Plan Year 對(duì)下一年的展望 Executive Summary should be a brief summary of the detailed findings that are to follow 行政小結(jié)是對(duì)需要執(zhí)行的具體細(xì)節(jié)的簡短描述 Market Condition 市場環(huán)境 ? External Factors 外部因素 ? Internal Factors 內(nèi)部因素 ? Changes in the supply and demand for hotel acmodation 酒店住宿的供求變化 ? Competitive advantage and disadvantage 競爭的有利和不利條件 SWOT ? S – Strength 強(qiáng)項(xiàng) ? W – Weakness 弱項(xiàng) ? O – Opportunity 機(jī)會(huì) ? T Threat 威脅 Positioning Statement 定位描述 ? A single, simple message 單一、簡單的信息 ? Sets you apart from your petitors 從你的競爭對(duì)手當(dāng)中脫穎而出 ? What makes you different 讓你不同于別人的眾多因素 Business Plan Include 市場營銷計(jì)劃的內(nèi)容 ? Overview 概述 ? Analysis 分析 Analysis 分析 1. Competitive Set Analysis 競爭對(duì)手的分析 2. Market Segment 市場細(xì)分 3. Geographic Feeder Markets 按地域的市場分類 4. Frequency Programs 持續(xù)不斷的項(xiàng)目 5. Marketing Communications Activities 市場公關(guān)活動(dòng) 6. Pricing Strategy 價(jià)格策略 7. Accounts Productivity 客戶產(chǎn)量 Competitive Set Analysis 競爭對(duì)手分析 ? Who are your real petitors 誰是真正的競爭對(duì)手 ? REVPAR – Revenue per available room 每間可賣房收入 ? RGI – Revenue Generated Index 收入綜合指數(shù) ? Ranking – is your goal 排名 目標(biāo)是要成為第一 COMPETITIVE ANALYSIS 2023 vs 1999Local Currency Rate Currency USD(1) (2) (3) (4) (5) (5) (6) (7) (8) (9) (10) (11) (12)NBR AVAIL OCC FAIR ACT REVPAR ACTRMS ROOMS ROOMS OCC % AHR REVPAR MKT
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