市场计划-行销的概观课件

MarketPlanning:AnOverviewofMarketing2

Re-definition重新定义Themarketingplanningprocess

制定一个市场计划的步骤方法Businessmission公司业务使命Marketingaudit市场审计方法SWOTanalysis,keyissuesSWOT分析,主要问题Marketingobjectives市场目标STP,Segmentation,Target,positioning市场细分,目标消费群,定位Marketingmixdecisions市场综合决定Organizationandimplementation组织和执行Control项目控制Marketingplanningatthebusinesslevel在公司整体业务水平上的市场计划Marketingplanningattheproductlevel从产品角度意义上的市场计划3Re-definition重新定义

Planningatthebusinesslevel

在公司整体业务水平上的市场计划

Businessmission公司业务使命Marketingaudit

市场审计方法SWOTanalysis,keyissuesSWOT分析，主要问题Marketingobjectives市场目标AnsoffMartixStrategicobjectives策略目标4

Planningattheproductlevel

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,定位Marketingmixdecisions市场综合决定Organizationandimplementation组织和执行Control项目控制Targetmarkets目标市场Competitivepositioning有竞争力的定位Competitortargets5SWOTanalysis

SWOT分析Opportunities机遇Strengths强势Threats挑战Weaknesses弱势Internal内部(controllable)可控制的4P,Brand

External外部

(uncontrollable)非可控制的Market,Consumer,Competitors,Channel市场，消费者，竞争对手，通路渠道Source来源Keyissues主要问题内强势弱势品牌brand定位STP4p-产品4p-价格4p-通路4p-促销外机遇挑战市场竞争对手消费者渠道通路21EntryintonewmarketsMarketdevelopmentProductdevelopmentMarketexpansionIncreasesalesvolumeMarketpenetration扩大市场渗透率Buycompetitors购买竞争对手Discouragecompetitiveentry

阻止竞争性的侵入Wincompetitors’customers

赢取竞争对手的消费群体Strategicoptionsfor

increasingsalesvolume

销售量增长的策略性选择22IncreasesalesvolumeEntryintonewmarketsMarketdevelopmentProductdevelopmentMarketexpansion扩大市场容量MarketpenetrationIncreaseusagerate增长使用消费的频率Convertnon-users转变从来不使用的消费者Strategicoptionsfor

increasingsalesvolume

销售量增长的策略性选择23EntryintonewmarketsMarketdevelopmentMarketexpansionIncreasesalesvolumeProductdevelopment产品的开发和发展MarketpenetrationProductlineextension产品线的延伸Innovation产品革新Productreplacement产品的替代Strategicoptionsfor

increasingsalesvolume

销售量增长的策略性选择24EntryintonewmarketsProductdevelopmentMarketexpansionIncreasesalesvolumeMarketdevelopment市场的开发和发展MarketpenetrationPromotenewuses促进新的消费者Enternewsegments进入新的细分市场Strategicoptionsfor

increasingsalesvolume

销售量增长的策略性选择25MarketdevelopmentProductdevelopmentMarketexpansionStrategicoptionsfor

increasingsalesvolume

销售量增长的策略性选择IncreasesalesvolumeEntryintonewmarkets新市场的进入MarketdevelopmentMarketpenetrationNewproducts新产品3c1c5c7c2c6c3c4c8Theprocessofmarketsegmentationandtargetmarketing

细分市场的方法和目标市场c1c5c7c2c6c3c4c8c1c5c7c2c6c3c4c8Thedisaggregatedmarket分散的市场Thesegmentedmarket细分市场Thetargetmarket目标市场Thecharacteristicsofindividualcustomersareunderstood消费者对于每一个分散市场的了解Customersaregroupedintosegmentsonthebasisofhavingsimilarcharacteristics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Segment3isjudgedtobemostattractiveandamarketingmixstrategyisdesignedforthattargetmarket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123123Marketingmixtargetedatsegment34Segmentingconsumermarkets

以消费者为导向的市场细分Consumersegmentation消费者的细分Behavioural

消费习惯Benefitssought利益点的寻求Purchaseoccasion购买时机Purchasebehaviour购买习惯Usage用法Perceptionsandbeliefs感觉和信任Lifestyle

生活方式Personality个性Demographic人口情况Socio-economic社会经济Geographic地理位置Psychographic

心理和精神Profile5Macroandmicrosegmentationoforganizationalmarkets

用Macroandmicro方法细分有组织的市场Macrosegment2

(medium-sizedcompanies)中型公司Macrosegment2

(primechoicecriterion:convenience)最根本的要素：便利性Macrosegment3

(smallcompanies)小型公司Macrosegment3

(primechoicecriterion:price)最根本的要素：价格Macrosegment1

(largecompanies)大型公司Macrosegment1

(primechoicecriterion:reliability)最根本的要素：可靠性Organizationalmarket有组织的市场6Segmentingorganizationalmarkets

细分有组织的市场Organizationalsegmentation有组织性的细分Microsegmentation细分Decision-makingprocess决策的方法Buyclass购买的社会等级Purchasingorganization采购的组织架构Organizationalinnovativeness组织性的革新Organizationalsize组织的大小Industry企业Geographiclocation地理位置Macrosegmentation细分Decision-makingunitstructure决策权决定组织的架构Choice选择7Targetmarketingstrategies

目标市场策略Undifferentiatedmarketing未分化的市场Differentiatedmarketing有区分的市场Focusedmarketing有侧重点的聚焦市场Customizedmarketing用户化的市场8Targetmarketingstrategies

目标市场策略Undifferentiatedmarketing未分化的市场Marketingmix整合市场策略Wholemarket整体市场9Targetmarketingstrategies

目标市场策略Differentiatedmarketing有区分的市场Marketingmix1整合市场策略1Segment1目标市场1Segment2目标市场2Segment3目标市场3Marketingmix2整合市场策略2Marketingmix3整合市场策略310Targetmarketingstrategies

目标市场策略Focusedmarketing有侧重点的聚焦市场Segment1Segment2针对目标市场2Segment3Marketingmix整合市场策略11Targetmarketingstrategies

目标市场策略Customizedmarketing用户化的市场Marketingmix