我的“策划观”之二
<p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; mso-line-height-alt: 16.75pt; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 36pt; COLOR: black; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><font size="3">市场营销策划实务<span lang="EN-US"><p></p></span></font></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p> </p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">一、市场竞争八大策略及其市场适用、操作方法、注意事项</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/></span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">造势引导策略</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">顺势跟进策略</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">借势超越策略</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">造势超越策略</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/></span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">等势对抗策略</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">优势进攻策略</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">劣势自卫策略</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">差异引导策略</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">参考《营销内参》、《高建华营销战术》</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/></span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">二、营销策划艺术</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/>1</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">、一个成功策划的三个条件</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">参考韩庆祥《创新营销学》</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/>2</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">、策划的实质</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/></span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">销售力</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;">=</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">形象力</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;">+</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">商品力</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;">+</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">市场力</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">什么是形象力？广告的作用是什么？如何理解商品力？产品的层次？参附件</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;">1</span><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">：</span><span style="FONT-SIZE: 12pt; COLOR: red; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman'; mso-bidi-font-weight: bold;">市场营销中的产品竞争与观念之争</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: red; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">促销和广宣？</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/></span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">如何整合形象力</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> [</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">案例</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;">]</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">海尔、长虹、奥尼</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">企业</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;">VI</span><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">设计问题？整合形象传播？</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/></span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">如何强化商品力</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> [</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">案例</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;">]</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">农夫果园、商务通、戴尔、农夫山泉、万宝路、护彤</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">广告诉求问题？诉求对象是什么？核心诉求是什么？</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/></span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">如何提升市场力</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"> [</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">案例</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;">]</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">小鸭纳米洗衣机、海尔氧吧空调</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 16.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'Times New Roman';">市场营销战略和战术？细分市场和产品定位？</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: blue; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><br/></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face="Times New Roman"><font size="3"> 更多专题：</font><a href="http://w19801120.blog.hexun.com/"><font size="3">http://w19801120.blog.hexun.com</font></a></font></p></span></p> 很实际啊，呵呵～ 内容很不错啊！
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