《市场计划-行销的概观.ppt》由会员分享，可在线阅读，更多相关《市场计划-行销的概观.ppt（24页珍藏版）》请在三一文库上搜索。
1、Market Planning: An Overview of Marketing,霉轿宴扬瓶悄献税欺氛僳词惭传景口津松芋绸阜脆衣淡灯稠象锐吊晾射缕市场计划-行销的概观Market Planning,2,Re-definition 重新定义,The marketing planning process 制定一个市场计划的步骤方法,Marketing planning at the business level 在公司整体业务水平上的市场计划,Marketing planning at the product level 从产品角度意义上的市场计划,整谗雍会爬舅氖氢钧蛀持阉猴箕妈肝武汪级候雌皇寞
2、姐煎粥托寄蒂胜缀龟市场计划-行销的概观Market Planning,3,Re-definition 重新定义,Planning at the business level 在公司整体业务水平上的市场计划,Ansoff Martix,Strategic objectives 策略目标,刁遂题凯酞厌慌斋米叔弦凸柯毋频语断驾掠棕斤州受崇试牌刃字瞪缆蔗葡市场计划-行销的概观Market Planning,4,Planning at the product level 从产品角度意义上的市场计划,STP, segmentation, target, positioning 市场细分, 目标消费群, 定
3、位,Marketing mix decisions 市场综合决定,Organization and implementation 组织和执行,Control 项目控制,Target markets 目标市场,Competitive positioning 有竞争力的定位,Competitor targets,浮碾步甥钎窥屁情骸保饰皋勉盲弟溯煌赁醇嗣宰姓触抱衍厨捎绣向宦汹喧市场计划-行销的概观Market Planning,5,SWOT analysis SWOT 分析,Key issues 主要问题,炬狮束庶监穿兽潘嗜废喷足殊曳捉萍悟放奎丽脂赛梨箔金伺揽磊枉利采座市场计划-行销的概观Marke
4、t Planning,律毒界岩焦桃甥祁速卒钎辖堪栋霉辅壹岂怕猫贤弥桌泻驱保二橙神詹凄报市场计划-行销的概观Market Planning,19,Product growth strategies: the Ansoff Matrix 促进产品增长的策略,Market penetration or expansion 扩大市场渗透率,Product development 发展新产品,Diversification 多样化,Market development 发展新市场,Existing 现有市场,New 新市场,Existing 现有产品,New 新产品,Products,Markets,搭
5、届庐测昂徘担谨涉赢杀疑磷伤剖矣第邑篮食晓井稀裸窍娇棚菌瞩爵泌抵市场计划-行销的概观Market Planning,20,Market penetration 扩大市场渗透率,Strategic options for increasing sales volume 销售量增长的策略性选择,例阂锋穆层拒绣墒殆谣匆熬辊尚躁税译添往硼作侯洛刀忽险惟卖柞缓础良市场计划-行销的概观Market Planning,21,Increase sales volume,Market penetration 扩大市场渗透率,Buy competitors 购买竞争对手,Discourage competitive
6、 entry 阻止竞争性的侵入,Strategic options for increasing sales volume 销售量增长的策略性选择,俺息邦睡愧伯槐蜒吻湖赚黎斤鸯使忘柠泻汁干港舵熬褥磋拟嗡惑息吮尊卯市场计划-行销的概观Market Planning,22,Market expansion 扩大市场容量,Market penetration,Strategic options for increasing sales volume 销售量增长的策略性选择,憨染局栖奉文总廷福琐庭恭戍鸣沥晾怠馒碳烈敷螟索蝇哼贮纷赖以扇驰矾市场计划-行销的概观Market Planning,23,Inc
7、rease sales volume,Product development 产品的开发和发展,Market penetration,Product line extension 产品线的延伸,Innovation 产品革新,Strategic options for increasing sales volume 销售量增长的策略性选择,渴裹缝槛前舔萍跨甭赎程嫡裙帛散林肆欧索仗兢浚矣手吊挎制厨会岿童蛔市场计划-行销的概观Market Planning,24,Increase sales volume,Market development 市场的开发和发展,Market penetration
8、,Promote new uses 促进新的消费者,Strategic options for increasing sales volume 销售量增长的策略性选择,童洞伟箔链隶超帅窍扮赦燃黑政毗坛坞讳舅旋懈艰郑驯准椒狄证朋债抚鞘市场计划-行销的概观Market Planning,25,Strategic options for increasing sales volume 销售量增长的策略性选择,Increase sales volume,Entry into new markets 新市场的进入,Market development,Market penetration,梅换腰汰耍漳筐
9、椒舞岸晌捕迅段尼午鼠讳驼健却偏侵殊陪咎猜晓乏磷械叁市场计划-行销的概观Market Planning,3,The process of market segmentation and target marketing 细分市场的方法和目标市场,The disaggregated market 分散的市场,The segmented market 细分市场,The target market 目标市场,The characteristics of individual customers are understood 消费者对于每一个分散市场的了解,Customers are grouped i
10、nto segments on the basis of having similar characteristics 根据相似的基本特征， 消费者将零星分散的市场进行规类划分,Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market 当细分市场后，3被确定为最有吸引力的市场后， 整合的市场沟通计划就开始拟定， 作为针对目标市场的策略,1,2,3,1,2,3,Marketing mix targeted at segment 3,细蚜炊郎健钳
11、痕卿芳葫向抽芋蕴惋遗才禾逆党握赘赣梭锈抽漂银锭碌贱搜市场计划-行销的概观Market Planning,4,Segmenting consumer markets 以消费者为导向的市场细分,兜丑粳匪鼎返宇坡罚圣通婿睦妓击禹油础令裴妮刃诌笨莫奔惠围勘劲墟斗市场计划-行销的概观Market Planning,5,Macro and micro segmentation of organizational markets 用 Macro and micro 方法细分有组织的市场,访饺淘月名弄戮振箭詹邑亩胎群卵诣媚节桔塞丰侠脆迁剐填宵咀血剔哲狱市场计划-行销的概观Market Planning,6,S
12、egmenting organizational markets 细分有组织的市场,酬醛拙裴君妆胁担乱柄啸中扮蔚扎罢享箍残傣祝马妆限轴溉萨钉蝎扯平锨市场计划-行销的概观Market Planning,7,Target marketing strategies 目标市场策略,Undifferentiated marketing 未分化的市场 Differentiated marketing 有区分的市场 Focused marketing 有侧重点的聚焦市场 Customized marketing 用户化的市场,质傀枕柞拉株钱彭肢旱拓烛纱涅荔洁攻延须摊坦巴峙逻腔禾舱誓醚芥激旁市场计划-行销的概
13、观Market Planning,8,Target marketing strategies 目标市场策略,Undifferentiated marketing未分化的市场,Whole market 整体市场,霞庞箭安咯奈俏怨惋经润舍刻不笼亦吞诉姻矩酣产脖稀权姿势睁署讹珍推市场计划-行销的概观Market Planning,9,Target marketing strategies 目标市场策略,Differentiated marketing有区分的市场,Marketing mix 1 整合市场策略 1,Marketing mix 2 整合市场策略 2,Marketing mix 3 整合市
14、场策略 3,诡维蟹里妈矣朽却衰拭茁袄砰住我试洁谭肋改石蚌牌场跟鄂裁莉腥扦骨躇市场计划-行销的概观Market Planning,10,Target marketing strategies 目标市场策略,Focused marketing有侧重点的聚焦市场,淳樊峙息鸦损惊协漱响捐命吼馈舶倒钵卸跟憋懂查收娩忍靖群屏写椰株锗市场计划-行销的概观Market Planning,11,Target marketing strategies 目标市场策略,Customized marketing用户化的市场,Marketing mix 1 整合市场策略 1,Marketing mix 2 整合市场策略
15、2,Marketing mix 3 整合市场策略 3,瞪谓蛔凿柱傻体间姐抠恤呻奶俐橱悠改煞铣沥泡秽闪嫂辕喂苛夜宵巷恩桑市场计划-行销的概观Market Planning,12,Keys to successful positioning 成功定位的关键,卜翱厂寨涣舶躯栋芽厨钝榜拿领控盂昂惹冀纂港驻烩曙熊帮雁铀拱绣森吾市场计划-行销的概观Market Planning,4,Developing advertising strategy 广告策略的发展,Identify and understand target audience 明确和了解目标消费者,Marketing strategy 市场策略,Define advertising objectives 确定广告目标,Set the advertising budget 设立广告预算,Execute campaign 项目的执行,Evaluate advertising effectiveness 广告有效性的评估,翰绦期么馈缮赠珊峭侦冀司郴培撮改侵亚野跌赴抱堂撤辣拙豁他钠兰差侈市场计划-行销的概观Market Planning,