毕博管理咨询工具Strategic Marketing Plan TemplateChinese.doc

市市 场场 营营 销销 战战 略略 规规 划划（模模 板板） STRATEGIC MARKETING PLAN (TEMPLATE) 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) TABLE OF CONTENTS 目录目录 TABLE OF CONTENTS.2 1.0报告摘要报告摘要 EXECUTIVE SUMMARY .3 2.0介绍介绍 INTRODUCTION.4 3.0企业背景介绍企业背景介绍 COMPANY BACKGROUND.6 4.0行业分析行业分析 INDUSTRY ANALYSIS.8 5.0产品与服务产品与服务 PRODUCTS AND SERVICES.13 6.0市场分析市场分析 MARKET ANALYSIS.17 7.0SWOT 分析分析 DIAGNOSTIC SWOT ANALYSIS .20 8.0选择目标市场选择目标市场 TARGET MARKET SELECTION .24 9.0战略发展战略发展 STRATEGY DEVELOPMENT .26 10.0历史业绩表现历史业绩表现 HISTORICAL PERFORMANCE .29 11.0市场营销战略市场营销战略 MARKETING STRATEGY .32 12.0附件一附件一 APPENDIX 1.40 13.0附件二附件二 APPENDIX 2.41 14.0附件三附件三 APPENDIX 3.42 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 3 of 45 1.0报告摘要报告摘要 EXECUTIVE SUMMARY 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. 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 4 of 45 2.0介绍介绍 INTRODUCTION 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. -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 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 5 of 45 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. 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 6 of 45 3.0企业背景介绍企业背景介绍 COMPANY BACKGROUND 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 Vision Statement 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 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: 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 7 of 45 -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 Actions and Key Performance Indicators 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 performance indicators. -应列出主要业绩指标的实例 Example KPIs will be listed. 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 8 of 45 4.0行业分析行业分析 INDUSTRY ANALYSIS 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; -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 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 9 of 45 -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. 客户客户 Customers 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? 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 10 of 45 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 Suppliers 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? 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? 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 11 of 45 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 Barriers to Entry and Regulations 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 -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 Industry Rivalry 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? 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 12 of 45 -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? 产品产品/服务的替代品服务的替代品 Substitute Products and Services 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 Actions and Key Performance Indicators 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; 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 13 of 45 5.0产品与服务产品与服务 PRODUCTS AND SERVICES 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 Product and Service Differentiation 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? 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; 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 14 of 45 -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 Sales History 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 Product Development History 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. 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? 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 15 of 45 产品发展部门产品发展部门 Product Development Facilities 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 Product Improvement and Development Strategies 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? 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 Actions and Key Performance Indicators 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 services in development; 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 16 of 45 -产品研发工作的投入金额 Product research and development investment; -新产品与更新产品的成功率 Success rate of new products and updates; and -购买新产品的签约率（根据市场营销战略对此进行衡量） Conversion rates of purchase of new products (measure this against marketing strategy). 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 17 of 45 6.0市场分析市场分析 MARKET ANALYSIS 完成对目标市场的概述 Provide a brief overview of the target market. 客户分析客户分析 Customer Analysis 企业目标客户的类型？ What types of customers does the business target? 企业的客户总数？ How many customers does the business have? -描述典型客户的特性 Describe the characteristics of the typical customer -企业客户的忠诚度？ Are customers loyal? -客户每年的交易数 How many times a year do they purchase products or services from the business? 是否将客户按照其对企业所创造的价值进行分类？ Are customers categorised according to the value that they provide the business? 企业是否有客户选择标准？如果有，请列出这些标准。 Does the business have customer selection criteria? If so identify what it is. 达到客户选择标准的客户占总客户量的百分比？ What percentages of customers meet the customer selection criteria? 对于那些没有达到客户选择标准的客户，企业是否制定有相应的退出战略？ Does the business have an exit strategy for those customers who do not meet customer selection criteria? 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 18 of 45 市场分析市场分析 Market Analysis 目标市场的容量？ What is the target market size? 市场发展趋势如何？ Are there any market trends? 明确目标市场的市场分类 Identify the market segments that exist within the target market. 目前与所预测的市场需求情况？ What is the current and projected level of demand? -你需要就该领域进行一些调查了解。有用的信息包括：行业基准数（可从行业协会处获得）， 市场调查 (及其结果的归纳)，政府部门的统计（例如人口普查信息等），以及你自身所拥有 的行业经验 You may need to undertake some research in this area. Sources that may be helpful include industry benchmarks (from industry associations), market surveying (and extrapolation of results), government statistics (such as census information) and your own industry experience 评估企业的市场占有率，并将其与竞争对手的市场占有率进行比较 Estimate the size of market share that the business has captured. Compare this to competitors market share. 企业采取什么样的成本与价格结构？企业的竞争力如何？企业是否采取高价策略？ What costing and pricing structures does the business adopt within the market? Is the business competitive or does it adopt a premium pricing structure? 企业采用什么样的销售渠道？ How does the business distribute products and services to customers? 分析所有会对企业产生影响的环境因素。这些因素包括以下方面： Analyse all environmental factors that affect the business. These factors include: -经济 Economic; 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 19 of 45 -政治 Political; -法律 Legal; -文化 Cultural; -社会 Social; -技术 Technological; and -财务 Fiscal. 行动与主要业绩指标行动与主要业绩指标 Actions and Key Performance Indicators 主要业绩指标可以包括： Key Performance indicators could include: -市场占有率 Market share %; -A类客户占总客户量的百分比 % of customers that are considered “A” class; -总客户数量 Number of customers; -客户交易次数 Customer frequency; and / or -新客户数量 Number of new customers. 市场营销战略规划（模板）市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFC-CPDFd82d50708ed3ccb94fdd99055fe8c4d8.pdfPage 20 of 45 7.0SWOT 分析分析 DIAGNOSTIC SWOT ANALYSIS 评估企业产品/服务与目标市场 Assess the businesss current products / services and target markets. 对企业进入到新的目标市场的竞争能力进行评估 Make an assessment of the businesss ability to enter and com