毕博-管理咨询工具方法—Strategic_Marketing_Plan_Template-Chinese_.doc

_ -可编辑修改- 市市 场场 营营 销销 战战 略略 规规 划划（模模 板板） STRATEGICSTRATEGIC MARKETINGMARKETING PLANPLAN ( (TEMPLATE)TEMPLATE) _ -可编辑修改- T TABLEABLE OFOF CONTENTSCONTENTS 目录目录 TABLETABLE OFOF C CONTENTSONTENTS.2 2 1.01.0报告摘要报告摘要 EXECUTIVEEXECUTIVE SUMMARYSUMMARY.3 3 2.02.0介绍介绍 INTRODUCTIONINTRODUCTION.4 4 3.03.0企业背景介绍企业背景介绍 COMPANYCOMPANY BACKGROUNDBACKGROUND .6 6 4.04.0行业分析行业分析 INDUSTRYINDUSTRY ANALYSISANALYSIS.8 8 5.05.0产品与服务产品与服务 PRODUCTSPRODUCTS ANDAND SERVICESSERVICES.1313 6.06.0市场分析市场分析 MARKETMARKET ANALYSISANALYSIS.1717 7.07.0SWOTSWOT 分析分析 DIAGNOSTICDIAGNOSTIC SWOTSWOT ANALYSISANALYSIS.2020 8.08.0选择目标市场选择目标市场 TARGETTARGET MARKETMARKET SELECTIONSELECTION.2424 9.09.0战略发展战略发展 STRATEGYSTRATEGY DEVELOPMENTDEVELOPMENT.2626 10.010.0历史业绩表现历史业绩表现 HISTORICALHISTORICAL PERFORMANCEPERFORMANCE.2929 11.011.0市场营销战略市场营销战略 MARKETINGMARKETING STRATEGYSTRATEGY .3232 12.012.0附件一附件一 APPENDIXAPPENDIX 1 1.4040 13.013.0附件二附件二 APPENDIXAPPENDIX 2 2.4141 14.014.0附件三附件三 APPENDIXAPPENDIX 3 3.4242 _ -可编辑修改- 1.01.0 报告摘要报告摘要 EXECUTIVEEXECUTIVE SUMMARYSUMMARY 完成一页纸的报告摘要，阐述市场营销战略及建议 1 page summary overview of the report defining the marketing strategies and the resulting recommended actions. 本部份应在本报告全部撰写完成之后才完成 This section should be completed once the entire report has been finalised. 本部份应包括主要的行动及其结果，以及通过执行本计划后将达成的目标摘要 This section should include Key Actions and an “Output Statement,” a summary of what will be achieved through the implementation of this plan. _ -可编辑修改- 2.02.0 介绍介绍 INTRODUCTIONINTRODUCTION 制定市场营销战略规划的目的是至关重要的，也就是说，必须解释企业为什么要制定 市场营销战略规划。目的可以包括以下的一些原因： It is important to identify the purpose of the Strategic Marketing Plan, in other words why the business is preparing this document. The purpose could include some of the following reasons: -制定企业的战略，使企业的增长速度与利润提升得以最大化 To establish strategies to allow the business to achieve maximum growth and profitability; -确定在未来的 12 个月里，如何提高产品品牌与公司形象 Define how the business will increase its brand and profile awareness within the market over the next 12 months; and -确定企业的市场战略定位，分析竞争对手的市场战略定位 Identify the competitive position of the business within the marketplace and that of its competitors. 以下是一些范文，您可以在此基础上进行修改。 Below is some suggested text that you can modify. -市场营销战略计划的制定旨在帮助企业确定其未来目标，以及达成目标的方式。它为企业指 出了如何有效地实现其市场营销目标的路径。 This strategic marketing plan has been developed to assist the organization to determine its future goals and the means by which it can achieve those goals. It is a map that can be used to see which path the business should follow to achieve its marketing objectives in an efficient and effective manner. -市场营销战略计划详细说明了企业存在的原因、内外部生存环境、目前的位置、市场目标、 实现目标时可能遇到的障碍、以及如何运用资源与市场策略来实现目标。重要的是，它还提 供了一些衡量指标（即主要业绩指标），以帮助企业衡量其所采取的措施是否有效。 This strategic marketing plan details why the business exists, its environment, both internal and external, where it is now, what the marketing goals are, what are the obstacles to achieving those goals and how the goals can be achieved through the use of resources and marketing tactics. Importantly, it also provides measures (called key performance indicators) that will help the business to see if it is on the road to successfully achieving its goals or whether it has taken a wrong turn. _ -可编辑修改- -当企业已实现了市场营销目标或所发生的环境变化，市场营销战略计划应随着时间的变化不 断地进行修改与发展，以保障企业更好的发展。 It is intended that this strategic marketing plan will be revised and further developed over time, so that as the business achieves its marketing goals or circumstances change, it can be adapted to ensure the best ongoing results for the organization. -制定与执行市场营销售战略计划有助于企业实现自己的远景目标。 The development and use of this strategic marketing plan will help the business achieve its vision. _ -可编辑修改- 3.03.0 企业背景介绍企业背景介绍 COMPANYCOMPANY BACKGROUNDBACKGROUND 明确企业的类型，以及所从事的行业 Identify the type of business and the industry that this business operates in. 阐明企业的结构与性质 What type of business structure does this business have: -合伙制 Partnership, -有限责任公司 Pty Ltd, or -上市公司 Public Company; and -企业员工总数 How many employees do you have? 企业成立时间及创办人 When was the business first established and by whom? 确定从事商业活动的类型 Identify the method of trading. 公司远景公司远景 VisionVision StatementStatement 公司远景旨在向员工提供公司的目标及发展方面。它阐明了企业所从事的商业活动， 以及未来希望达成的目标。 The vision statement of the business is used to give people a sense of purpose and direction. It _ -可编辑修改- describes what the business does and what it wants to achieve in the future. 确保公司远景有一个积极的观点，并且明确了以下内容： Ensure that the vision has a positive outlook and identifies things such as: -企业所从事的商业活动 What the business does; -企业希望达成的目标。给出达成目标的时间及进度 What goals the business wants to achieve. Identify dates and a time frame; -核心价值 Core values; -企业希望吸引及聘用的员工类型 The type of people the business wants to attract and employ; and -企业将如何领先于竞争对手 How the business intends to out-perform competitors. 行动及主要业绩指标行动及主要业绩指标 ActionsActions andand KeyKey PerformancePerformance IndicatorsIndicators 应采取的行动在每一部份最后都有列出，使企业清楚地了解在未来的 12 个月里，应 采取什么样的行动。这对衡量企业的业绩表现有着很高的价值。 Actions are listed at the end of each section to enable the business to clearly identify what actions need to be completed over the next 12 months. This is valuable in measuring the businesss performance. 应确定主要业绩指标（KPIs），并按月对业绩表现进行监控。企业所有的主要商业 活动都应当与主要业绩指标相结合。 Key Performance Indicators (KPIs) should be implemented to measure and monitor performance on a monthly basis. Every important activity should have associated key _ -可编辑修改- performance indicators. -应列出主要业绩指标的实例 Example KPIs will be listed. _ -可编辑修改- 4.04.0 行业分析行业分析 INDUSTRYINDUSTRY ANALYSISANALYSIS 本部份的市场营销战略规划旨在对企业所处行业的性质进行分析 This section of the Strategic Marketing Plan examines the nature of the industry in which the business operates 分析内容包括： The following will be examined: -客户的特性 Characteristics of customers; -供应商的特性 Characteristics of suppliers; -行业进入壁垒（或退出壁垒） Barriers to entry (and exit); -行业竞争形式与特性 Industry rivalry; and -产品/服务的替代品. Substitute products and services. 本部份分析的是企业的外部生存环境 This section examines the external environment of the business. 行业是否受到某些因素的影响，以及受影响的程度。这些因素包括： Is the industry influenced or to what extent is it influenced by factors such as: -地理位置因素 Geographic factors; _ -可编辑修改- -政府导向与法律因素 Government trends and legislation; -价格（客户与供应商）因素 Pricing (customers and suppliers); and -市场机会与成长因素等. Market opportunities and growth. 行业的趋势如何？ Does the industry have any trends? -行业导向是趋向于大规模市场，还是特定市场？ Is the industry trend to target the mass market or a niche market; -是否存在季节性因素？ Do seasonal trends exist? 就企业所处的行业进行描述。内容包括： Provide a description of industry that the business competes in. This can include factors such as: -客户的特性; Characteristics of customers; -供应商的特性 Characteristics of suppliers; -行业进入壁垒（退出壁垒）; Barriers to entry (and exit); -产品/服务的替代品 Substitute products or services; and -行业竞争形式与特性 Industry rivalry. _ -可编辑修改- 客户客户 CustomersCustomers 在该行业内，客户数量的多寡？ Within the industry are there many customers or just a few? 相对于企业来说，客户是否处于优势地位？ Do the customers hold the balance of power in the relationship? 客户拥有多少可供选择的机会？它对该行业造成什么样的影响？ How many choices do customers have and how does this affect the industry? 是否有新客户群的出现？ Are there any new customer trends emerging? 产品/服务对于客户的重要性如何？ How important are the products and services to the customer? 供应商供应商 SuppliersSuppliers 企业的主要供应商是谁？ Who are the businesss major suppliers? 什么产品/服务对企业的成功起到至关重要的作用？ What products or services are essential to the success of the business? 是否使用分包商或签署原材料采购合同？ Are subcontractors or material contracts used? _ -可编辑修改- 企业供应商的数量？是否还有其它的选择对象？ How many suppliers are used? Are there alternative suppliers? 在与供应商交易时，企业是否处于优势地位？或者，交易价格是由供应商来控制的？ Does the business have purchasing power with suppliers or do the suppliers control product pricing? 在交货时间、质量、价格等方面，供应商是否可靠？ Are the suppliers reliable in terms of timelines, quality and price? 供应商的可靠性对企业有何影响？ What is the impact of supplier reliability on the business? 在目前或将来的时间里，是否存在可能会对企业产生影响的产品/服务计划性短缺情 况发生？ Are there any current or future projected shortages of products and services that may affect your business? 行业进入壁垒及行业规章制度行业进入壁垒及行业规章制度 BarriersBarriers toto EntryEntry andand RegulationsRegulations 该行业的进入（退出）壁垒有哪些？ What are the barriers of entry (and exit) for the industry? 行业进入壁垒可能包括以下因素： Barriers to entry may be factors such as: -法律及政府条文 Law and Government regulations; -资格证与许可证 Qualifications and licences; and / or _ -可编辑修改- -资金方面的限制 (指投入金额的要求). Financial restrictions (level of capital investment required). 这些进入（退出）壁垒对该行业产生什么样的影响？ How do barriers to entry (or exit) affect the industry? 行业竞争行业竞争 IndustryIndustry RivalryRivalry 介绍行业竞争的特质 Provide an overview of the nature of the industry rivalry -竞争是否激烈？ Is it intense? -企业间是如何竞争的？是否主要依赖于价格战？ How do businesses compete, is it mainly price competition? 行业内竞争对手的数量？ How many competitors operate within the industry? -竞争对手数量众多或只有少数几个竞争对手？ Are there many or few? 就主要竞争对手的情况进行说明，他们的优势与劣势所在。 Provide a detailed overview of each significant competitor highlighting the strengths and weaknesses of each. 竞争对手之间的运作方式是否已标准化？ Are methods of operation standardised between competitors? _ -可编辑修改- 产品产品/ /服务的替代品服务的替代品 SubstituteSubstitute ProductsProducts andand ServicesServices 所存在的产品/服务的替代品有多少？ How many substitute products and services exist? 它们的存在对于该行业起到什么样的影响？ How does this affect the industry? 客户如果要更换产品或服务，需要付出什么样的代价？ What are the customer switching costs in choosing a substitute product or service? 行动及主要业绩指标行动及主要业绩指标 ActionsActions andand KeyKey PerformancePerformance IndicatorsIndicators 行动包括： Actions could include: -寻找新的供应商 Seeking new suppliers; -提高行业进入壁垒（以保护企业的运作） Raising barriers to entry into the industry (in order to protect the business); -寻找新的目标市场 Seeking new target markets; _ -可编辑修改- 5.05.0 产品与服务产品与服务 PRODUCTSPRODUCTS ANDAND SERVICESSERVICES 介绍企业销售的产品与服务 Describe the products and services that the business sells. 明确企业的知识产权（如何有的话），包括专利等 Identify all intellectual property (if any exists) including patents. 介绍每一项产品和服务的利润率 What is the profitability of each product and service category? 每一项产品和服务是处于其生命周期的哪一阶段？ At what stage in the product life cycle are the products and services? 产品与服务的独特性产品与服务的独特性 ProductProduct andand ServiceService DifferentiationDifferentiation 与竞争对手相比，企业的产品与服务情况如何？ How do the products and services compare to those of the competitors? 在市场与促销战略方面，企业应当如何将自己的产品和服务与竞争对手的产品与服务 进行区分？ How can the business differentiate their products and services from competitors through marketing and promotional strategies? 在将产品与服务推向市场的过程中，怎样实施独特性战略？ How can the differentiation strategy focus on the process in which products and services are delivered? _ -可编辑修改- 以下是一些产品或服务独特性的例子： Examples of product / service differentiation may include: -优质的客户服务 Excellence in customer service; -产品和服务担保 Guarantees; and / or -企业结构 Business structure. 销售额的历史表现销售额的历史表现 SalesSales HistoryHistory 提供企业销售额变化趋势的简要说明 Provide a brief explanation regarding any sales trends. 在过去 2-3 年时间里，企业销售的业绩表现如何？ How has the level of sales turnover performed over the past 2 3 years? 提供未来 12 个月的销售额预测 What does the business project the sales forecast to be in the next 12 months? 产品开发的历史表现产品开发的历史表现 ProductProduct DevelopmentDevelopment HistoryHistory 就目前所拥有的产品与服务的演变过程进行说明 Describe how the current product and service range evolved. _ -可编辑修改- 企业的产品是否在不断地更新与发展？ Are products continuously being updated and developed? 产品的更新与发展是如何在市场营销活动中得以体现的？ How is the business marketing these updates and developments? -企业的主要促销活动都针对新产品或更新产品 Major promotional drive for new products or updates; -您是如何使现有客户与新客户了解公司产品的更新与发展？ How are you informing existing and new customers of these updates and developments? 产品发展部门产品发展部门 ProductProduct DevelopmentDevelopment FacilitiesFacilities 企业进行了什么样的产品研发工作？ What product research and development activities are undertaken? 企业的产品研发工作中，有一些是否是由外包关系企业完成来？ Are any of the research and development activities out-sourced? 产品改善与发展战略产品改善与发展战略 ProductProduct ImprovementImprovement andand DevelopmentDevelopment StrategiesStrategies 企业是否制定产品改善与发展战略？ Does the business have any product improvement or development strategies? 企业是否拥有知识产权、专利、商标等？ Does the business have any intellectual property, patents, trademarks etc? _ -可编辑修改- 企业产品与服务的未来发展方向？ In the future, how does the business intend to approach product and service development? -在该项工作中，企业有哪些资源可以利用？ What resources will the business allocate to this activity? 行动与主要业绩指标行动与主要业绩指标 ActionsActions andand KeyKey PerformancePerformance IndicatorsIndicators 主要业绩指标可以包括： Key Performance Indicators could include: -新产品与新服务项目占销售总额的百分比 % of revenue achieved through the sale of new products and services; -产品与服务的研发数 Number of products and ser