企业营销策划书正文的通用格式
<p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt 19.5pt; TEXT-INDENT: -19.5pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly; tab-stops: list 19.5pt; mso-list: l0 level1 lfo1;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><span style="mso-list: Ignore;"><font face="宋体">一.</font><span style="FONT: 7pt "";"> </span></span></span></b><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">摘要<span lang="EN-US"><p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">二、外部环境分析<span lang="EN-US"><p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(一)竞争者分析<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1.谁是我们主要的竞争者?它们有什么特性(规模、成长率、盈利能力、战略、目标市场)？<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">品牌竞争者<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">产品竞争者<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">一般竞争者<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">关键的意愿竞争者<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2.这些竞争者的主要优势是什么？<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">它们在<span lang="EN-US">4P方面的能力<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">环境或者我们的营销战略发生变化，竞争者可能的反应<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">未来竞争格局会发生变化吗？<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">如果会，怎样变化？<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">谁最有可能成为新的竞争者？<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(二)经济增长和稳定性<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">一个国家或地区总的经济形势<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">消费者对经济形势的看法，是悲观还是乐观？<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">目标市场顾客的购买力如何<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">目标市场顾客的消费结构如何<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">他们是购买了更多的商品，还是相反？<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">为什么？<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(三)政治环境与变化趋势<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">一个国家或地区是什么样的政治制度<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">新当选的领导人有什么偏好？会对企业产生什么影响？<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">为了与当地官员保持良好的关系，我们都做了或正在做什么？<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">有效果吗<span lang="EN-US">?为什么?<span style="mso-spacerun: yes;"> </span><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(四)法律因素<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">国际、国内或地区有什么法律条文会影响我们的营销活动<span lang="EN-US">? <p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">法律条文有哪些变动<span lang="EN-US">?是不是意味着我们要改变某些营销行为?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">国际上一些协议对我们的国际营销有什么影响<span lang="EN-US">?提供了什么机会与威胁?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(五)技术环境与变化趋势<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">技术变化对我们的顾客有什么影响<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">技术变化对我们的生产活动有什么影响<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">技术变化对我们的营销活动<span lang="EN-US">(特别是分销和促销活动)有什么影响?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">技术进步会威胁到我们产品，使其过时吗<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(六)文化与时尚<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>社会的人口结构和价值观正在发生怎样的变化?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>会对我们的产品、定价、分销、促销，以及人员产生怎样的影响?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>在一个文化差异比较大的环境(如跨国公司所面对的环境：消费者的文化差异和员工的文化差异都比较大)里，<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">文化与时尚发生的变化对我们来讲意味着什么问题或机会<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">一个社会对于我们所在的行业、我们的企业，以及我们的产品有什么态度<span lang="EN-US">?我们能改进其态度吗？<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">我们的顾客或某些社会团体能干涉我们的经营活动吗<span lang="EN-US">?如果能，怎样干涉?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">我们应该注意哪些道德问题<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></p> <p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">三、顾客分析<span lang="EN-US"><p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(一)谁是我们现有和潜在的顾客?<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．他们的人口统计特征：性别、年龄、收入、职业、教育程度、民族等<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">现有的顾客：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">潜在的顾客：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．地理特征：地区、人口密度等<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">现有的顾客：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">潜在的顾客：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．心理与行为特征：态度、意愿、兴趣、动机、生活方式<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">现有的顾客：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">潜在的顾客：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">4．我们产品的购买者与使用者是否不同?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">5．都有谁会影响购买决策?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">（二<span lang="EN-US">)顾客怎样使用我们的产品?我们的产品被用来做什么?<p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>1．顾客的购买批量：<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>2．主要顾客与一般顾客的区别：<span style="mso-spacerun: yes;"> </span><p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>3．在使用我们的产品时，顾客需要使用辅助品吗?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>4．在使用完了我们的产品以后，顾客做些什么(比如，他们再利用我们的产品或产品包装吗)?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>(三)我们的顾客在哪里购买我们的产品?<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．从哪种类型的中间商购买?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．电子商务对我们产品的购买有影响吗?未来会怎样变化?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．顾客会增加无店铺销售方式的购买量吗?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(四)我们的顾客什么时候购买我们的产品?<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"></font></p></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">有季节性差异吗<span lang="EN-US">?<p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">促销活动对于顾客消费我们产品的影响<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">影响我们产品购买与消费的情境因素<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(五)我们的顾客为什么和怎样选购我们的产品?<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．我们或竞争者的产品带来的利益：<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．我们或竞争者的产品满足消费者什么需求?怎样满足?未来消费的期望会发生什么变化? <p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．在购买时，消费者怎样支付货款?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">4．消费者希望与我们或竞争者保持一种紧密的联系吗? 或者他们只喜欢一手交钱、一手交货的交易方式?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>(六)为什么潜在顾客还没有购买我们的产品?<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．潜在顾客哪些基本需求我们的产品没有满足?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．竞争产品有哪些特点、利益或优势，使得潜在顾客选择使用它们?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．在分销渠道、促销和定价方面有哪些问题阻止潜在顾客不选择我们的产品?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">4．有多大的可能性可以使潜在顾客购买我们的产品?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-bidi-font-size: 10.5pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face=""></font></p></span></p> <p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">四、内部环境分析<span lang="EN-US"><p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(一)营销目标与业绩<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．什么是我们目前的营销目标?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．我们的营销目标与公司使命和公司目标是否一致?为什么?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．我们的营销目标与营销环境和顾客需求的变化是否一致?为什么？<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">4．我们的营销战略在销售额、市场占有率、盈利能力和沟通(如品牌认知率和偏好率)等目标上的表现如何?。<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">最可能的原因是什么<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">5．与业内竞争者相比如何?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">6．整个行业都在上升还是下降?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(二)公司现有与未来的资源<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．公司现有的资源状况如何?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">财务：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">资本：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">人员：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">经验：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">与供应商、顾客的关系：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．这些资源在近期会怎样变化? 会使企业更好还是更差?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．我们应该怎样利用或补救?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(三)现有和未来的文化与组织结构问题<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>1．公司现有和未来的文化有哪些正面与负面的影响?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>2．公司内部的权力斗争会在哪些方面影响到我们的营销活动?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>3．其他功能部门是怎样认识营销功能的重要性和地位的?重要的职位有可能在近期变化吗?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>4．公司的营销理念(如市场导向)怎样影响我们的营销活动?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>5．公司注重长期还是短期计划?对营销活动有怎样的影响?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>6．企业的员工激励方法有哪些正面或负面的影响?<p></p></font></span></p> <p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">五、<span lang="EN-US">SWOT分析<p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(一)企业优势<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>优势1或2、3、4：<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>1．这一优势怎样帮助我们满是顾客需求?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>2．这一优势与竞争者相比如何?它能使我们的顾客认为我们与竞争者不同，或优于竞争者吗?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(二)企业劣势<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>劣势1或2、3、4：<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>1．这一劣势怎样阻止我们更好地满足顾客需求?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>2．这一劣势与竞争者相比如何?它能使我们的顾客认为我们与竞争者不同，或劣于竞争者吗?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(三)机会<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">机会<span lang="EN-US">l或2、3、4：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">l这一机会与满足我们顾客的需求有什么关系?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．短期与长期来讲，我们应该采取什么行动抓住这一机会?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(四)威胁<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">威胁<span lang="EN-US">1或2、3、4：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．这一威胁与满足我们顾客的需求有什么关系?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．短期与长期来讲，我们应该采取什么行动避免这一威胁?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(五)战略选择<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>1．我们怎样利用我们的优势，抓住机会，满足顾客需求?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>2．我们怎样将我们的劣势转化成优势?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>3．我们怎样将威胁转化成机会?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>4．如果不能成功转化，我们怎样才能避免或减少劣势和威胁的负作用?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>5．哪些是我们主要的不利匹配(无法转化的企业劣势+无法转化的环境威胁)或限制匹配(无法转化的企业劣势+环境机会)?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"> 这些对我们的顾客而言，是否显著<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体"><span style="mso-spacerun: yes;"> </span>6．我们有办法避免或减少不利匹配及限制匹配的副作用吗?<p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face=""> </font></p></span></p> <p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">六、营销目标<span lang="EN-US"><p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(一)营销目标A<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1.详细的可测量的结果：<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2.完成的时间：<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3.负责执行的单位或个人<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">4.与SWOT的关系： <p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(二)营销目标B(略)<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(三)营销目标C(略)<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">七、营销战略与战术<span lang="EN-US"><p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(一)目标市场<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．目标市场A<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">人口统计特征：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">地理特征：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">心理特征：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">基本需求与利益欲求：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">购买与惠顾特征：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">消费特征：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">对选择这一目标市场的论证<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．目标市场B(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．目标市场C(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(二)营销组合策略<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．营销组合策略A(针对目标市场A)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(1)产品<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">产品的主要特性与利益：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">与竞争产品的不同之处：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">产品的各个层次因素与服务：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">品牌名称与包装：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">与顾客让渡价值的关系：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">辅助产品：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(2)价格<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">产品的单位成本：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">定价目标：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">折扣与降价政策：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">与让渡价值的关系：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(3)分销<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">总的分销策略：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">中间商与渠道：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">渠道关系：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">与让渡价值的关系：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(4)促销<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">总的促销策略：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">产品或公司定位的基础：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">广告与公共关系的目标与预算：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">广告与公共关系活动的要素：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">人员推销的目标与预算：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">人员推销活动的要素：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">销售促进的目标与预算：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">销售促进活动的要素：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．营销组合策略B(针对目标市场B)(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．营销组合策略C(针对目标市场C)(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(三)主要顾客与竞争者的反应<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．顾客与竞争者对营销组合策略A、B、c可能会有什么反应?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2.营销组合策略A(或B.C)怎样使我们在满足市场A(或B.C)的需求时获得竞争优势?<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"></font></p></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face="宋体"> </font></p></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．这些竞争优势是可持续的吗?为什么?<p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="mso-bidi-font-size: 10.5pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><p><font face=""> </font></p></span></p> <p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">八、营销战略实施<span lang="EN-US"><p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(一)组织结构问题<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．描述营销战略实施总体方案<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．描述内部营销活动<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">内部产品<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">内部定价<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">内部分销<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">内部促销<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(二)活动、责任、预算与时间<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．生产活动<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(1)活动项目1<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">负责人：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">预算：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">其他所需资源：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">目标完成时间：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(2)活动项目2(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(3)活动项目3(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．价格活动<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(1)活动项目l<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">负责人：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">预算：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">其他所需资源：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">目标完成时间：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(2)活动项目2(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(3)活动项目3(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．分销活动<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(1)活动项目1<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">负责人：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">预算：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">其他所需资源：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">目标完成时间：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(2)活动项目2(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(3)活动项目3(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">4．促销活动<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(1)活动项目1<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">负责人：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">预算：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">其他所需资源：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">目标完成时间：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(2)活动项目2(略)<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(3)活动项目3(略)<p></p></font></span></p> <p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">九、评估与控制<span lang="EN-US"><p></p></span></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(一)财务评价<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．贡献分析<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">总固定成本<span lang="EN-US">a：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">单位变动成本<span lang="EN-US">b<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">单位售价<span lang="EN-US">c：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">现行毛利目标<span lang="EN-US">d<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">未来毛利目标<span lang="EN-US">e<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">为了实现现行毛利目标，我们需要销售多少产品<span lang="EN-US">?(a+d)/(c-b)<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">为了实现未来毛利目标，我们需要销售多少产品<span lang="EN-US">? (a+e)/(c-b)<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．反应分析<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">产品反应系数<span lang="EN-US">a：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">价格反应系数<span lang="EN-US">b：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">分销反应系数<span lang="EN-US">c：<span style="mso-spacerun: yes;"> </span>，<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">促销反应系数<span lang="EN-US">d：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">综合影响系数：<span lang="EN-US">a*b*c*d<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3．系统策划模型<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">行业本期销售量<span lang="EN-US">a：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">销售量预计增长<span lang="EN-US"><下降)率b：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">行业计划期预计销售量<span lang="EN-US">c(c＝a*b):<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">现行营销战略不变条件下的企业市场占有率<span lang="EN-US">d：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">修正的市场占有率<span lang="EN-US">e(d *综合影响系数)：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">预计的产品销售量<span lang="EN-US">f(f＝c*e)：<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">预计的产品销售额<span lang="EN-US">g(g＝f*单位售价)<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">预期成本<span lang="EN-US">h<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">预期毛利<span lang="EN-US">i(i=g-h)<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(二)营销控制<p></p></font></span></b></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">1．投入控制<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">员工的招募与筛选程序<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">员工培训项目<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">人力资源配置<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">财务资源配置<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">资产配置<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">R&D费用<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">其他：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">2．过程控制<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">员工评估与报酬制度：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">员工权力与授权：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">内部沟通系统：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">组织的权力结构<span lang="EN-US">(组织结构图)<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">管理层实施营销计划的意愿<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">3，结果控制<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(1)表现标准<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">产品标准：如果标准没有达到，有哪些可能的补救措施<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">价格标准：如果标准没有达到，有哪些可能的补救措施<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">分销标准：如果标准没有达到，有哪些可能的补救措施<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">促销标准：如果标准没有达到，有哪些可能的补救措施<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(2)营销审计<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">营销活动是如何被检视的<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">用什么特定的利润与时间标准检视营销活动<span lang="EN-US">?<p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">营销审计的具体方法：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">营销审计负责人：<span lang="EN-US"><p></p></span></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">4．其他的控制方法<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(1)员工自我控制：<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(2)员工社会控制：<p></p></font></span></p><p class="MsoPlainText" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体;"><font face="宋体">(3)员工文化控制：<p></p></font></span></p> <p>很全面，不过既然营销讲究创新，我也主张策划书无定式</p><p>只要说明了为什么，怎么做，计划周详了，就好</p><p>另外，我还建议将内外部环境分析放在稍微靠后的位置，把重点的，说明目的性的东西放在开头，紧接着阐述执行层的东西，然后再去说内外部分析。</p> 确实很全面,从策划到执行和监督都涉及到了,但我没看到关于执行过程中的修正监督部分.对一些中小企业,这样的形式也许复杂了点 我要了
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