ag一天赢了100多万

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營銷策劃書的構成要素和寫作格式要求

作者:玩ag一天赢了100多万 來源: 日期:2017-04-20 10:41:00 人氣: 標簽:

ag一天赢了100多万  yingxiaocehuashushichuangyihecehuadewuzhizaiti,shicehuadewenzihuotubiaodebiaoxianxingshi,tashidecehuarendecehuafangannenggoubeitarensuozhidaohejieshou。cehuashumeiyougudingdeneirongyubiaozhundegeshi,genjucehuaduixianghecehuayaoqiudebutong,yingxiaocehuashudeneironghegeshishibuyiyangde。yibaneryan,yifenguifandeyingxiaocehuashudejibenjiegoukuangjiayingbaokuo:fengmian、zhuti、fengdi、fulu。

  營銷策劃書的基本結構

  營銷策劃書大致包括以下八大構成要素。

  (1) heshi——yingxiaocehuademudeyuneirong。

  (2) heren——yingxiaocehuatuanduiyuxiangguanrenyuan。

  (3) heshi——yingxiaocehuacaozuodeqizhishijian。

  (4) hechu——yingxiaocehuashishidehuanjingchangsuo。

ag一天赢了100多万  (5) heyin——yingxiaocehuadeyuanyouyubeijing。

ag一天赢了100多万  (6) hefa——yingxiaocehuadefangfayucuoshi。

ag一天赢了100多万  (7) yusuan——yingxiaocehuaderen、cai、wuyujindudeyusuan。

  (8) yuce——yingxiaocehuashishixiaoguodeyuce。

  營銷策劃書的基本結構

  (1)cehuajichubufen。

  zheyibufenzhuyaobaokuoduiqiyeyingxiaobeijingheshichanghuanjingdefenxi,jutiyincehuaneirongeryi,danjuyougongxingdeneirongyouhongguanhuanjingfenxi、weiguanhuanjingfenxi、yiqigaikuangfenxiheduidiaoyanziliaodefenxi。

  (2)xingdongfanganbufen。

ag一天赢了100多万  zheyibufenzhuyaobaokuoduiqiyeyingxiaocehuahuodongdefanwei、mubiao、zhanlve、celve、shishichengxuheanpaidengsheji。jiuyingxiaocehuadezhidaosixiangeryan,zhebufenzhuyaobaokuolianggefangmiandeneirong:ruhequedingmubiaoshichang,baokuoshichangxifen、mubiaoshichangxuanzeyijishichangdingwei(duichanpindeshichangdingweiheduiqiyedeshichangdingwei)deng;

  ruhezhanlingmubiaoshichang,baokuochanpincelve(xinchanpinkaifa、jiagebiandongdengfangmiandecelve)、qudaocelve(fenxiaoqudaoxuanzedengfangmiandecelve)hecuxiaocelve(guanggao、renyuancuxiao、yingyetuiguang、gongguanhuodongdengfangmiandecelve)deng。

ag一天赢了100多万  shuoming:yemianbianjuwei2.5limi,zhutiwenziyaoxianming,duanluohuafenyaoshihe,biaotiwenzidaxiaoyaozhangwoshidu,dianziwendangxianfagei玩ag一天赢了100多万 dianziyouxiangchinacehuashi@163.com,ranhouchushentongguohou,zaizhizuochengwenzibandayincehuaanli,kuaididao玩ag一天赢了100多万 。

  yinyingxiaocehuaxiangmubutong,yixialiuchengjingongcankao,jutiyishijiweizhun

  一、封面

ag一天赢了100多万  geiyifenyingxiaocehuashupeishangyigemeiguandefengmianshijueduibunenghulvede;youhenduorenrenweiyingxiaocehuashuzhongzaineirong,erfengmianwuguanjinyao。qishizhezhongkanfahulvelefengmiandexingxiangxiaoyong。fengmianshicehuashudelianmian,huigeiduzheliuxiadiyiyinxiang,bunengcaolvcongshi。fengmiandeshejiyuanzeshixingmu、zhengjie,qiejihuashao,zhiyuziti、zihao、yansezeyinggenjushijuexiaoguojutizhiding。fengmianzhizuodeyaodianruxia:

  ◆cehuashudemingcheng:biaoti。timuyaozhunqueyoubuleizhui,shirenyimuleran。youshiweiletuchucehuadezhutihuozhebiaoxiancehuademude,keyijiayigefubiaoti。

  ◆cehuaweituojigou:

  ◆cehuajigou:

  ◆cehuarenxingming:

  ◆cehuawangaoriqi:(riqiyibanyizhengshitijiaoriweizhun)

  ◆cehuazhixingshijian:

ag一天赢了100多万  ◆cehuashudebaomijibie:

  ◆cehuashudebianhao:

  fu:baomijibie

  1、gongsiwenjianfenweijuemi、jimi、mimisangedengji。

  2、juemiji:qichayuerenjinxianyugongsidongshichang、zongjingli,gaocengguanlirenyuanjishijianxiangguanfuzeren;

  3、jimiji:qichayuerenjinxianyugongsizongjingli,gaocengguanlirenyuan,bumenjingli、fujinglijishijianxiangguanfuzeren;

ag一天赢了100多万  4、mimiji:qichayuerenweigongsineibusuoyouyuangong。

  5、wenjianmijibiaozhuzaiwenjianshouyeyouceshangfangkongbaichu,zitiweisongtisanhao,jiacu,li“baomijibie:jimiji”


更為專業正規的營銷策劃方案的寫作,請參加玩ag一天赢了100多万 最新的營銷策劃師認證培訓課程,國內知名策劃專家與企業高管聯袂授課,詳細報名信息,請聯系課程老師

  二、前言

  youkechengweidaoyan,shicehuaandekaitoubufen。weileshiyueduzheduiyingxiaocehuashudeneirongyouyigeqingxidegainian,shitamenjinkuailijieyingxiaocehuashideyituyuguandian,tigongyigezongjiexingdegaiyaotishishibibukeshaode。qianyanyaozhongdianxushuweishenmeyaojinxingzheyangyigecehua,jibacicehuadezhongyaoxinghebiyaoxingbiaodaqingchu,zheyangjiunengxiyinduzhejinyibuquyueduzhengwen。ruguozhegemudedadaole,neimeqianyandezuoyongyejiubeichongfenfahuichulaile。zuihoubufenkeyijiucehuadegailveqingkuang,jicehuadeguocheng,yijicehuashishihouyaodadaodelixiangzhuangtaijinxingjianyaodeshuoming。

  qianyanzhuyaoneirongbaokuo:

ag一天赢了100多万  ① cehuadebeijing:shehuidahuanjingfazhanqushi;

  ② weituodanweideqingkuang:

  ③ jieshouweituodeqingkuang:

ag一天赢了100多万  ④ dianxushuweishenmeyaojinxingzheyiyingxiaocehua,jibayingxiaocehuadezhongyaoxinghebiyaoxingbiaodaqingchu。

ag一天赢了100多万  ⑤benciyingxiaocehuadeguochengjiqishishihouyaodadaodelixiangzhuangtaizuojianyaodeshuoming。yibanbuyaochaoguoyiye,zishukongzhizai1000ziyinei。qianyandeneirongyingjianmingeyao,wenzibuyiguochang。

  三、概要提示

  weileshiyueduzheduiyingxiaocehuaneirongyouyigefeichangqingxidegainian,shiyueduzhelikeduicehuazhedeyituyuguandianyuyilijie,zuoweizongjiexingdegaiyaotishishibibukeshaode。huanjusheshuo,yueduzhetongguogaiyaotishi,keyidazhilijiecehuaneirongdeyaodian。

  gaiyaotishidezhuanxietongyangyaoqiujianmingeyao,pianfubunengguochang,keyikongzhizaiyiyeyiwei。lingwai,gaiyaotishibushijiandandibacehuaneirongyuyilieju,ershiyaodanduchengyigexitong,yinci,qiancizaojudengdouyaozixizhenzhuo,yaoqidaoyidishuijiandahaidexiaoguo。

  gaiyaotishidezhuanxieyibanyouliangzhongfangfa,jizaizhizuoyingxiaocehuashuzhengwenqianshixianquedinghezaiyingxiaocehuashuzhengwenjieshuhoushihouqueding。zheliangzhongfangfageyoulibi,yibanlaishuo,qianzhekeyishicehuaneirongdezhengwenzhuanxieyoutiaobuwendijinxing,congernengyouxiaodifangzhizhengwenzhuanxiedelitihuowuzhongxinhua;houzhejiandanyixing,zhiyaobacehuashuneirongguinatilianjiuxing。caiyongnayizhongfangfakeyouzhuanxiezhegenjuzijideqingkuanglaiding。

  四、目錄

  cehuashudemuluyuyibanshujidemuluqixiangtongzuoyong,muludezuoyongzaiyushiyongyingxiaocehuashudejiegouyimuleran。tongshiyeshiyueduzhenengfangbiandichaxunyingxiaocehuashudeneirong。yinci,mulubuyishenglve。ruguoyingxiaocehuashudeneirongbushihenduo,pianfubushihenchang,mulukeyiheqianyantonglieyiye。liemulushiyaozhuyi:muluzhongsuobiaodeyemabunenghezhengwendeyemayouchuru,fouzehuigeiyueduzhedailaimafan。

  五、營銷策劃的目標

  zhuyaozhibencicehuayinggaiwanchengderenwuhuozhejihuadadaodemubiao,yingxiaocehuafanganzhixingqijianyujichanshengdejingjixiaoyi。

  五、環境分析

  huanjingfenxishiyingxiaocehuadeyijuyujichu,suoyouyingxiaocehuadoushiyihuanjingfenxiweichufadian。yingxiaocehuashiyingzaihongguan(waibu)huanjingyuweiguan(neibu)huanjingzhongzhuazhongdian,miaohuichuhuanjingbianhuadeguiji,shoujilingrenxinfudeziliao。

ag一天赢了100多万  huanjingfenxideyaodianshijuyoujianjiexinghezhunquexing。jianjiexingshizhiliejudeshujuheshishiyaoyoutiaoli,shirennengzhuazhuzhongdian。zhunquexingshizhifenxiyaofuhekeguanshiji,bunengyoutaiduodezhuguanyiduan。renheyigedaiyoujielunxingdeshuominghuoguandiandoubixujianlizaikeguanshishidejichushang,zheyeshihengliangyingxiaocehuashishuipingdebiaozhunzhiyi。

  1、hongguanhuanjingxingshifenxi:yingchanshuyingxiangchanpinshichangqianjingzhongyaodehongguanhuanjingqushi,ru(renkouhuanjing、zhengzhifalvhuanjing、jingjihuanjing、shehuiwenhuahuanjing、kexuejishuhuanjing)deng。

ag一天赢了100多万  2、weiguanhuanjingzhuyaobaokuo:

ag一天赢了100多万  ①chanpindeshichangxing、xianshishichangjiqianzaishichangzhuangkuang:benxiangyingliechuchanpinxianzhongdegezhuyaochanpinzaiguoqujiniandexiaoshouliang、jiage、lirundengziliao,muqianshichangshangdepinzhong、tedian、jiage、baozhuangdeng。

ag一天赢了100多万  ②shichangchengchangzhuangkuang:jichanpinmuqiansuochushichangshengmingzhouqidejieduan,gongsiyingxiaodecezhongdian,xiangyingyingxiaocelvexiaoguo,yijixuqiubianhuaduichanpinshichangdeyingxiangdeng;benxiangyingliechushichangdeguimo,muqianchanpinshichang、guimo、guanggaoxuanchuan、shichangjiage、lirunkongjianyuzengchang、gukexuqiu、guannian、goumaixingweidequshi。xiaofeizhedejieshouxing,zhexuyaocehuashipingjieyizhangwodeziliaofenxichanpinshichangfazhanqianjing。

ag一天赢了100多万  ③jingzhengzhuangkuangxingshi:benxiangyingbianmingzhuyaodejingzhengzhe,bingjiutamendeguimo、mubiao、shichangzhanyonglv、chanpinzhiliang、shichangyingxiaocelveyijirenheyouzhuyulejietamendeyituhexingweideqitatezhengjinxingchanshu。

ag一天赢了100多万  ④xiaoshouzhuangkuangxingshi:zhebufenyingtigongyouguanzaigepeixiaoqudaoshangxiaoshoudechanpinshulianghegegequdaodiweidebianhuadeziliao。

  六、SWOT問題分析

ag一天赢了100多万  yingxiaocehuashiyaocongshangshudehuanjingfenxizhongguinachuqiyedejihuiyuweixie、youshiyulieshi,ranhouzhaochuqiyecunzaidezhenzhengwentiyujuyoudeqianli,weihoumiandefanganzhidingdaxiajichu。qiyedejihuiyuweixieyibantongguoduiwaibuhuanjingdefenxilaibawo。

  1、qiyejubeideyoushi(s):xiaoshou、jingji、jishu、guanli、zhengcedengfangmiandeyoushili。

  2、qiyeyucunzaidelieshi(w):xiaoshou、jingji、jishu、guanli、zhengce(ruxingyeguanzhidengzhengcexianzhi)dengfangmiandelieshili。

ag一天赢了100多万  3、qiyemianlindeweixie(o):shichangjingzhengshangdezuidaweixieliyufengxianyinsu。

ag一天赢了100多万  4、qiyecunzaidejihui(t):shichangjihuiyubawoqingkuang。

ag一天赢了100多万  zongshangsuoshu:ruheyangchangbiduan,fahuizijideyoushili,guibilieshiyufengxian。

  七、營銷目標

  yingxiaomubiaoshizaiqianmianmuderenwujichushanggongsisuoyaoshixiandejutimubiao:

  1、zhanlvemubiao

  2、yingxiaomubiao

  3、caiwumubiao

  八、營銷戰略

ag一天赢了100多万  zaizhuanxiezhebufenneirongshi,yingxiaocehuashibixufeichangqingchuditichuyingxiaomubiao、yingxiaozhanlveyujutixingdongfangan。zaizhidingyingxiaozhanlveyuxingdongfanganshi,yaobimianrenweitigaoyingxiaomubiao,zhidingtuolishiji、nanyishixingdexingdongfangan。kecaozuoxingshihengliangcibufenneirongdezhuyaobiaozhun。suoyi,yingxiaocehuashihuanbixuzhidingyigexingdongrichengbiaozuoweibuchong,yishiyingxiaozhanlveyuxingdongfangangengjukecaozuoxing,tigaoyingxiaocehuadekexindu。

ag一天赢了100多万  yingxiaocehuashuzhongyaoqingchudibiaoshuqiyesuoyaoshixingdejutizhanlve,baokuoshichangxifen(segment )、mubiaoshichang(target) heshichangdingwei(position) sanfangmiandeneirong,yechengweistp celve。

  ◆ shichangxifen:

ag一天赢了100多万  qimudezaiyubangzhuqiyefaxianshichangjihui,yizhengquexuanzemubiaoshichang。

ag一天赢了100多万  ◆mubiaoshichang:genjuqiyeziyuanzhuangkuangheshili,zhaozhunmubiaoshichang

ag一天赢了100多万  ◆shichangdingwei:tazhiqiyeweizaimubiaogukexinmuzhongxunqiuhequedingzuijiaweizhiershejichanpinhejingyingtesedehuodong。

  ①yingxiaozongzhi:

  yiqiangyoulideguanggaoxuanchuangongshishunlituozhanshichang,weichanpinzhunquedingwei,tuchuchanpintese,caiquchayihuayingxiaocelve;

ag一天赢了100多万  yichanpinzhuyaoxiaofeiquntiweichanpindeyingxiaozhongdian;jianliqidianguangmiankuandexiaoshouqudao,buduantuokuanxiaoshouquyudeng。

ag一天赢了100多万  ②chanpincelve:tongguoqianmianchanpinshichangjihuiyuwentifenxi,tichuhelidechanpincelvejianyi,xingchengyouxiaode4pzuhe,dadaozuijiaxiaoguo。

ag一天赢了100多万  chanpindingwei:chanpinshichangdingweideguanjianzhuyaozaigukexinmuzhongxunzhaoyigekongwei,shichanpinxunsuqidongshichang;

  chanpinzhilianggongnengfangan。chanpinzhiliangjiushichanpindeshichangshengming。qiyeduichanpinyingyouwanshandezhiliangbaozhengtixi;

  chanpinpinpai:yaoxingchengyidingzhimingdu,、meiyudu,shulixiaofeizhexinmuzhongdezhimingpinpai,bixuyouqiangliedechuangpaiyishi;

  chanpinbaozhuang:baozhuangzuoweichanpingeixiaofeizhedediyiyinxiang,xuyaonengyinghexiaofeizheshiqimanyidebaozhuangcelve;

ag一天赢了100多万  chanpinfuwu:cehuazhongyaozhuyichanpinfuwufangshi、fuwuzhiliangdegaishanhetigao。

  ③jiagecelve。ladapilingchajia、diaodongpifashang、zhongjianshangjijixing,geiyushidangshuliangzhekou,guliduogou。

ag一天赢了100多万  yichengbenweijichu,yitongleichanpinjiageweicankao,shichanpinjiagegengjujingzhengli。ruoqiyeyichanpinjiageweiyingxiaoyoushidezegengyingzhuzhongjiagecelvedezhiding。

ag一天赢了100多万  ④xiaoshouqudao。chanpinmuqianxiaoshouqudaozhuangkuangruheduixiaoshouqudaodetuozhanyouhejihua,caiquyixieshihuizhengcegulizhongjianshang、dailishangdexiaoshoujijixinghuozhidingshidangdejianglizhengce。

  ⑤guanggaoxuanchuan。

ag一天赢了100多万  a、 yuanze:fuconggongsizhengtiyingxiaoxuanchuancelve,shulichanpinxingxiang,tongshizhuzhongshuligongsixingxiang;

  changqihua:guanggaoxuanchuanshangpingexingbuyibianlaibianqu,bianduogongnengle,xiaofeizhehuiburenshishangpin,fanershilaozhuguyejuedemosheng,suoyi,zaiyidingshiduanshangyingtuichuyizhideguanggaoxuanchuan;

  guangfanhua:xuanzeguanggaoxuanchuanmeitiduoyangshihuadetongshi,zhuzhongzhuaxuanchuanxiaoguohaodefangshi。budingqidepeihejieduanxingdecuxiaohuodong,zhangwoshidangshiji,jishi、linghuodejinxing,ruzhongdajiejiari,gongsiyoujinianyiyidehuodongdeng。

  b、shishibuzoukeanyixiafangshijinxing:cehuaqineiqianqituichuchanpinxingxiangguanggao;xiaohoushishituichuchengzhengdailishangguanggao;jiejiari、zhongdahuodongqiantuichucuxiaoguanggao;bawoshijijinxinggongguanhuodong,jiechuxiaofeizhe;jijiliyongxinwenmeijie,shanyuchuangzaoliyongxinwenshijiantigaoqiyechanpinzhimingdu。

  九、營銷組合策略

  quedingyingxiaomubiao、mubiaoshichangheshichangdingweizhihou,jiubixuzaigegexifenshichangdeyingxiaozuhecelve。yingxiaozuhejuecejiumuqianeryanhuanshiyi4p celveweijibenkuangjia。suiranmuqianhuanshiyi4p celveweijibencelvekuangjia,danzaiyingxiaocehuazhonghuanyinggaixishou6plilun、4clilun、7plilundehelijingshen。

  十、行動方案

ag一天赢了100多万  genjucehuaqineigeshijianduantedian,tuichugexiangjutixingdongfangan。xingdongfanganyaoxizhi、zhoumi,caozuoxingqiangyoubufalinghuoxing。huanyaokaolvfeiyongzhichu,yiqielianglierxing,jinliangyijiaodifeiyongqudelianghaoxiaoguoweiyuanze。

  ◆yaozuoshenmehuodong?

  ◆heshikaishi?heshiwancheng?qizhongdegexianghuodongfenbiexuyaoduoshaotian?gexianghuodongdeguanlianxingzenyang?

ag一天赢了100多万  ◆zaihedi?xuyaohezhongfangshixiezhu?xuyaoshenmeyangdebuzhi?

  ◆yaojianlishenmeyangdezuzhijigou?youshuilaifuze?

  ◆shishizenyangdejiangchouzhidu?

  十一、營銷經費預算

  yusuan,baokuoyingxiaoguochengzhongdezongfeiyong、jieduanfeiyong、xiangmufeiyong,shigezhonghuafeikongzhizaizuixiaoguimoshang,yihuodelixiangdejingjixiaoyi。yingxiaoyusuanzuichangyongdeshi“huodongxiangmuguji”,jianzhaocehuasuoquedingdehuodongxiangmuliechuximu,jisuanchusuoxujingfei。yongbiaogedexingshiliechuyingxiaojingfeishijiaochangyongdefangfa,qiyoudianshitiaoliqingxiqiexingmu。

  十二、實施進度計劃

  bacehuahuodongqizhiquanbuguochengnichengshijianbiao,jutiheriheshiyaozuoshenmedoubiaozhuqingchu,zuoweicehuaguochengzhongdekongzhiyujiancha,tongshishixingdongfangangengjukecaozuoxing。

  十三、行動方案控制

ag一天赢了100多万  zhebufenneirongbuyongxiedetaixiangxi,zhiyaoxieqingchuxingdongfanganshishiguochengzhongdeguanlifangfayucuoshijike。lingwai,xingdongfanganyoushuishishi,yeyaozaizhelijinxingshuoming。

  策劃控制方案可分為一般控制方案和應急方案:

  1、yibankongzhifangan

ag一天赢了100多万  ◆meiyuehuomeijixiangxijianchamubiaodedadaochengdu。

  ◆gaocengguanlizheyaoduimubiaojinxingzhongxinfenxi,zhaochuweidadaomubiaodexiangmujiyuanyin。

  ◆shishiyingxiaoxiaoguodejutipingjiafanganyoujingyinglinian、zhengtizuzhi、xinxiliutongqudaodechangtongqingkuang、zhanlvedaoxianghegongzuoxiaolv。

  2、yingjijihua

  yingjifanganzhuyaokaolvshichangxinxidebuquedingxing,xuyaozhidingduotaoyingjifangan。

  十四、結束語

ag一天赢了100多万  zhuyaoshizaizhongfuyixiazhuyaoguandianbingtuchuyaodian。jieshuyubingbushifeiyaobukede, jieshuyuzhuyaoqiyuqianyanxianghuyingdezuoyong,tanengshiyingxiaocehuashuyouyigeyuanmandejiewei,erbuhuishirengandaotaituran。jieshuyuzhongkezaizhongfu。

  十五、 封底

  fengdiyufengmianxiangduiying,tabaozhenglecehuashudewanzhengxinghemeiguan。

  十六、附錄

ag一天赢了100多万  fuludezuoyongzhiyizaiyutigongyingxiaocehuakeguanxingdezhengming,zengqiangyueduzheduiyingxiaocehuaxinren。fuludezuoyongzhiershitigongyuanshiziliao,ruxiaofeizhediaoyanwenjuandeyangben、zuotanhuiyuanshizhaopiandengtuxiangziliaodeng。fuludeneirongyoubaokan、zhengfujigouhuoqiyeneibudetongjiziliao,diaochashujudeng,yingxiaocehuadebeiyongfanganyibanyezhiyuzheli。fuluyeyaobiaomingshunxu,yibianchazhao。

  fuludexiezuoyaoqiu:

  ①.cehuafanganbiaodayaoqiujianjieminglejutiyaoqiushi:wentitongyi;wenzijianjie、zhunque;jielunmingque。

ag一天赢了100多万  ②.yaoqiangdiaofangandekecaozuoxingcehuafanganbushilunwen,ershikeyizhijienalaishishide、kecaozuoxingjiqiangdefangan。

  ③.jiaqiangfangandeshuofulishouxian,cehuashudeneirongzuzhiyaojuyouluojixing,fuherenmendeyueduxiguan。

  ④.cehuashuhuanyingzaineirong、jiegouheyuyanshangzengqiangshuofu。

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