第1 章 營銷策劃概述 ····························1 1.1 營銷策劃的發(fā)展 ····························3 1.1.1 我國營銷策劃的發(fā)展 ·············3 1.1.2 國外營銷策劃的發(fā)展 ·············6 1.2 營銷策劃的內(nèi)涵與特點 ···················6 1.2.1 營銷策劃的內(nèi)涵 ···················6 1.2.2 營銷策劃的特點 ···················9 1.3 營銷策劃的作用與內(nèi)容 ················· 10 1.3.1 營銷策劃的作用 ················· 10 1.3.2 營銷策劃的內(nèi)容 ················· 12 1.4 營銷策劃的基本原則與方法 ··········· 16 1.4.1 營銷策劃的基本原則 ··········· 16 1.4.2 營銷策劃的方法 ················· 19 1.5 營銷策劃程序 ····························· 23 1.5.1 國外對策劃程序的界定 ········ 23 1.5.2 營銷策劃的一般程序 ··········· 26 第2 章 營銷策劃原理 ·························· 33 2.1 策劃的基本原理及其在營銷中的 應(yīng)用 ········································· 35 2.1.1 奇正原理 ·························· 35 2.1.2 系統(tǒng)原理 ·························· 38 2.1.3 博弈原理 ·························· 40 2.1.4 裂變原理 ·························· 42 2.2 營銷策劃基本原理 ······················· 43 2.2.1 整合原理 ·························· 43 2.2.2 人本原理 ·························· 45 2.2.3 差異原理 ·························· 46 2.2.4 效益原理 ·························· 46 2.2.5 簡易原理 ·························· 46 2.2.6 法理原理 ·························· 46 第3 章 營銷策劃調(diào)研 ·························· 51 3.1 營銷策劃調(diào)研概述 ······················· 53 3.1.1 營銷策劃調(diào)研的含義 ··········· 53 3.1.2 營銷策劃調(diào)研的特征 ··········· 53 3.1.3 營銷策劃調(diào)研的作用 ··········· 56 3.1.4 營銷策劃調(diào)研的流程 ··········· 57 3.2 營銷策劃調(diào)研的內(nèi)容、原則與方法 ··· 58 3.2.1 營銷策劃調(diào)研的內(nèi)容 ··········· 58 3.2.2 營銷策劃調(diào)研的原則 ··········· 62 3.2.3 營銷策劃調(diào)研的方法 ··········· 62 3.3 營銷策劃調(diào)研計劃書與調(diào)研報告的 編制 ········································· 66 3.3.1 營銷策劃調(diào)研計劃書的 編制 ································ 66 3.3.2 營銷策劃調(diào)研報告的編制 ····· 68 第4 章 營銷策劃思維與創(chuàng)意 ··············· 72 4.1 營銷策劃思維 ····························· 74 4.1.1 營銷策劃思維特點 ·············· 74 4.1.2 營銷策劃思維方法 ·············· 76 4.2 營銷策劃創(chuàng)意 ····························· 80 4.2.1 創(chuàng)意理論與規(guī)律 ················· 80 4.2.2 營銷策劃創(chuàng)意的特點 ··········· 85 4.2.3 營銷策劃創(chuàng)意的方法 ··········· 87 4.2.4 營銷策劃創(chuàng)意意識的培養(yǎng)、 營銷策劃創(chuàng)意的思維原則與 開發(fā)途徑 ·························· 93 第5 章 營銷戰(zhàn)略策劃 ·························102 5.1 市場細(xì)分策劃 ····························104 5.1.1 市場細(xì)分策劃的作用和 基礎(chǔ) ·······························104 5.1.2 市場細(xì)分策劃的標(biāo)準(zhǔn) ··········107 5.1.3 市場細(xì)分策劃的方法 ··········109 5.2 目標(biāo)市場選擇策劃 ······················111 5.2.1 目標(biāo)市場營銷策略策劃 ·······111 5.2.2 目標(biāo)市場進(jìn)入策劃 ·············112 5.3 市場定位策劃 ····························114 5.3.1 市場定位步驟策劃 ·············115 5.3.2 市場定位策略策劃 ·············117 5.3.3 市場定位策劃的最佳途徑 ····119 5.4 市場競爭策劃 ····························120 5.4.1 市場競爭戰(zhàn)略策劃 ·············120 5.4.2 市場競爭策略策劃 ·············124 第6 章 產(chǎn)品策劃 ································128 6.1 產(chǎn)品策劃概述 ····························130 6.1.1 產(chǎn)品策劃的含義及意義 ·······130 6.1.2 產(chǎn)品策劃的思路 ················133 6.2 新產(chǎn)品開發(fā)策劃 ·························135 6.2.1 新產(chǎn)品的種類 ···················135 6.2.2 新產(chǎn)品開發(fā)的風(fēng)險 ·············136 6.2.3 新產(chǎn)品開發(fā)的要求、形式及 方向 ·······························138 6.2.4 新產(chǎn)品上市與推廣策劃 ·······139 6.3 品牌策劃 ··································143 6.3.1 品牌策劃概述 ···················143 6.3.2 品牌設(shè)計策劃 ···················144 6.3.3 品牌延伸策劃 ···················147 6.4 產(chǎn)品包裝策劃 ····························150 6.4.1 產(chǎn)品包裝概述 ···················151 6.4.2 產(chǎn)品包裝策劃的內(nèi)容 ··········152 6.4.3 產(chǎn)品包裝策劃應(yīng)注意的 問題 ·······························155 第7 章 定價策劃 ································157 7.1 定價策劃概述 ····························159 7.1.1 定價策劃的含義 ················ 159 7.1.2 影響定價策劃的因素 ·········· 159 7.1.3 定價策劃的原則 ················ 163 7.1.4 定價策劃的風(fēng)險防范 ·········· 164 7.2 新產(chǎn)品定價策劃 ························· 166 7.2.1 撇脂定價 ························· 166 7.2.2 滲透定價 ························· 168 7.2.3 滿意定價 ························· 169 7.3 價格調(diào)整策劃 ···························· 170 7.3.1 提價策劃 ························· 171 7.3.2 降價策劃 ························· 172 7.3.3 價格折扣策劃 ··················· 173 第8 章 營銷渠道策劃 ························· 176 8.1 渠道策劃概述 ···························· 178 8.1.1 影響渠道策劃的因素 ·········· 178 8.1.2 渠道設(shè)計策劃 ··················· 180 8.2 招商策劃 ·································· 183 8.2.1 商業(yè)伙伴的選擇標(biāo)準(zhǔn) ·········· 183 8.2.2 商業(yè)客戶的考察評價 ·········· 184 8.2.3 招商方式的選擇 ················ 185 8.2.4 供應(yīng)鏈關(guān)系策劃 ················ 187 8.3 物流運作策劃 ···························· 190 8.3.1 物流概述 ························· 190 8.3.2 物流運作策劃 ··················· 194 8.4 渠道風(fēng)險防范策劃 ······················ 199 第9 章 促銷策劃 ································ 202 9.1 促銷策劃概述 ···························· 204 9.1.1 促銷策劃的含義與作用 ······· 204 9.1.2 促銷策劃的類型和原則 ······· 205 9.1.3 促銷策劃的步驟 ················ 206 9.2 人員促銷策劃 ···························· 207 9.2.1 人員促銷組織設(shè)計 ············· 208 9.2.2 人員促銷程序策劃 ············· 209 9.2.3 推銷人員薪酬與績效管理 策劃 ······························· 218 9.3 廣告策劃 ·································· 221 9.3.1 廣告策劃概述 ··················· 221 9.3.2 廣告策劃的一般過程 ··········224 9.3.3 廣告創(chuàng)意策劃 ···················229 9.4 營業(yè)推廣策劃 ····························231 9.4.1 營業(yè)推廣形式策劃 ·············232 9.4.2 營業(yè)推廣控制策劃 ·············233 9.4.3 展會營銷策劃 ···················234 9.5 企業(yè)形象策劃 ····························236 9.5.1 企業(yè)形象整體系統(tǒng)構(gòu)成 分析 ·······························236 9.5.2 企業(yè)理念識別系統(tǒng)策劃 ·······239 9.5.3 企業(yè)行為識別系統(tǒng)策劃 ·······242 9.5.4 企業(yè)視覺識別系統(tǒng)策劃 ·······242 第10 章 營銷策劃書的編制 ················248 10.1 營銷策劃書概述 ·······················252 10.1.1 營銷策劃書的含義及 作用 ·····························252 10.1.2 營銷策劃書的種類 ···········253 10.1.3 營銷策劃書的編制原則 ·····254 10.2 營銷策劃書的基本模式 ··············255 10.3 營銷策劃書的內(nèi)容結(jié)構(gòu) ··············256 10.4 營銷策劃書的編寫要求與 編寫技巧 ·································· 261 10.4.1 營銷策劃書的編寫要求 ····· 261 10.4.2 營銷策劃書的編寫技巧 ····· 262 第11 章 營銷策劃管理 ······················· 266 11.1 營銷策劃人員的素質(zhì)要求 ··········· 268 11.1.1 營銷策劃人員應(yīng)具備的 知識 ····························· 268 11.1.2 營銷策劃人員應(yīng)具備的 素養(yǎng) ····························· 269 11.1.3 營銷策劃人員應(yīng)具備的 能力 ····························· 270 11.2 營銷策劃組織與營銷策劃的 實施 ······································ 274 11.2.1 營銷策劃組織 ················· 275 11.2.2 營銷策劃的實施 ·············· 278 11.3 營銷策劃控制與效果評估 ··········· 282 11.3.1 營銷策劃控制 ················· 283 11.3.2 營銷策劃效果評估 ··········· 288 參考文獻(xiàn) ·············································· 293