市场部为导向的市场运营计划

市场部为导向的市场运营计划

Solution 2

Understand Marketing-driven Planning深刻理解以市场部为导向的市场营运计划 Solution 2锦囊之二

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4 Solutions®-POAS

S2-1 S2-

市场部为导向的市场运营计划

Solution 2

Contents内容Annual planning and template年度计划与模板 Product competitive analysis产品竞争分析 Overall strategies and approaches整体策略与手段 Marketing-driven brand development以市场部为导向的品牌发展 Required local sales office supports需要各地销售办提供的有效支持©BizPro International 4 Solutions®-POAS S2-2 S2-

市场部为导向的市场运营计划

Solution 2

The process of planning计划的程序Planning is the process of deciding today what are we going to do tomorrow计划是在今日确定今后应做什么的一个过程 Good planning requires the effective use of resources with clear objectives好计划需要有明确目标并有效地使用资源 Good planning requires the evaluation and comparison of alternatives好计划要求评估和比较各种可供选择的方案

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4 Solutions®-POAS

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市场部为导向的市场运营计划

Solution 2

The benefits of a good planning良好的计划能带来的受益Lead to better decisions作一个更好的决定 Stimulate creative activities激发创造性活动 Prepared for competition and contingency为竞争和突发情况作准备 Set a clear direction确定明确的方向 Define roles and responsibilities分配角色和责任 Guide the process of execution指导计划的执行 Serve as a reference source for performance review作为工作表现评估的参考

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市场部为导向的市场运营计划

Solution 2

Component of planning at various levels不同层次计划的组成部分STRATEGIC公司战略FOCUS焦点 TIMING时间 SUBJECT整体 SEVERAL YEARS多年 AMPLE广泛

MARKETING市场运作PRODUCT LINE产品线 ONE YEAR一年

REGIONAL SALES大区销售SALES TASK销售任务 QUARTERLY/ MONTHS季/月

DATA数据

STATISTICAL统计性

LOCAL AND WELL DEFINED地方和明确定义的 REGIONAL SALES MANAGER大区经理

PEOPLE人员

CORP. VP DIRECTORS副总裁,总监

MARKETING MANAGERS市场部经理

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4 Solutions®-POAS

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市场部为导向的市场运营计划

Solution 2

What is strategic planning?什么是战略计划？Market oriented strategic planning is the managerial process of developing and maintaining a viable fit between the organization’s objectives, skills and resources… and the changing market opportunities .市场导向的战略计划是管理层确保发展和维护公司的目标，技能和资源能与日趋变化市场机会相吻合的一个程序。 The aim of strategic plan is to shape and reshape the company’s businesses and products so that they yield targeted sales and profits战略计划的目的是定型和再确认公司的业务和产品以达到销售目标和利润目标。

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4 Solutions®-POAS

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市场部为导向的市场运营计划

Solution 2

Why do we need strategic planning?为什么需要

战略计划？A plan that does not take into account the Company’s core competence is just optimistic or more likely a dream…, but not really a plan未考虑企业核心竞争力的计划是盲目乐观的,或者说更象是一个梦,而不是计划 The key point: a viable fit is a must关键点:合理的吻合是必须的

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4 Solutions®-POAS

S2-7 S2-

市场部为导向的市场运营计划

Solution 2

Key dimensions of market driven management以市场为导向管理的关键点Values& Beliefs价值和信念 Customer first客户第一 Skills技能和方法 Understanding and responding to Customers充分理解和回应客户

Customer Focus聚焦客户Market-led Strategy市场导向策略 Core competencies to核心领导力 Opportunity driven机遇驱动 Competitive advantage竞争优势 Implementation执行 People人力 Incentives奖励机制 Communications交流

Structure& Systems结构和体系 Strategy based从策略出发 Team work团队合作4 Solutions®-POAS

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市场部为导向的市场运营计划

Solution 2

What is the core competence?什么是核心竞争力？The possession of abilities or skills to perform the focused activities well具备一定能力和技能来很好地完成重点项目 The potential to make a significant contribution to the customer benefits of the products这种潜力可为产品的客户利益做重大贡献 An unique strength that is difficult for competitors to imitate为竞争对手难以模仿的独特优越性 Competence= Strengths - Weaknesses竞争力=优势 -弱点

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4 Solutions®-POAS

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市场部为导向的市场运营计划

Solution 2

How do we ensure the strategic planning works?如何确保战略计划有效？Translate it into local operating plans转化为当地的操作计划 Evaluate local resources评判当地资源 Assess local opportunities评估当地机会 Prioritize local tasks确定当地任务的轻重缓急 Develop alternative options开发一些其它选择

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4 Solutions®-POAS

S2-10 S2-

市场部为导向的市场运营计划

Solution 2

The evolution for a customer-oriented organization以客户为本的企业的演变

Finance财务 Production& Logistics生产及后勤 Finance财务

Marketing市务

Customers客户 Human Resources人力资源

Human Resources人力资源

Sales& Marketing销售及市务

Production& Logistics生产及后勤

Marketing as an equal function

平等的部门分工

The customers as the controlling functions and marketing as the integrative function

客户为本市务部作为串联其他部门的职能

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4 Solutions®-POAS

S2-11 S2-

市场部为导向的市场运营计划

Solution 2

A marketing plan is a good operating plan市场运作计划是很好的操作计划It must be:它必须 Based on factual research基于事实调查 Tied to company objectives与企业目标相联系 Logic and …… 此处隐藏：4827字，全部文档内容请下载后查看。喜欢就下载吧 ……