撰写策略性营销传播策划方案探析

1、SOSTAC PLANNING SYSTEM /运用 SOSOTAC 系统撰写策略性营销传播策划方案StageSecti on of pla nWhich answers /步骤/策划阶段/ 所解决的问题SSituation/ 现状Where are we now? /我们现在在哪里？r7OObjectives/ 目标Where do we want to b8 /我们准备去哪里？4SStrategy/策略How do we get there broad steps' /我们如何到达那里-主要的步骤是哪些？JlTTactics/ 战术How do we get there in di

2、vidual steps？ /我们如何达到那里-每一个详细步骤是哪些？1AActi on/ 行动What are the specific acti ons required for each in dividual tactical step？ How do we get people to do them？ /每一个详细的战术步骤需要采取哪些具体行动？如何安排人力资 源去完成任务？°CControl/ 控制How do we know we have arrived ？ /我们如何知道是否已经到达目标？S°STAC Stage 1：Situation Analysis

3、(Internal) 1.1 performanee. Competencies And PoliciesSOSTAC 步骤 1 :现状分析(内部)1.1 业绩，竞争能力和竞争方针Key Result Area关键参数Specific area具体参数Past/prese nt performa nee 过去/现在的业绩参数Stre ngth优势Weak ness弱势Trendimprov ing or趋势，改善或Performa nee业绩Profits /利润Sales /销售额Market ' s sha/e 市场份额 Market segme nts/ 市场细化 Positi

4、oning/市场定位Product portfolio/ 产品组成Return/tre nd利润率/趋势Turno ver trend营业额趋势Leader/follower市场领导/跟随者Market spread市场覆盖率N0.1 or No.10?第一或第十位Si ngle or spread单一或系列产品Compete ncies竞争能力Market ing市场营销Producti on生产Finan cial资金Tech no logy技术Human resource 人力资源 Man ageme nt管理Particularly good or bad? 很差或好？ Operati

5、 ng efficie ncy生产效率Profitability利润率Lead ing edge or follower?领先或跟随？ Skill base man ageme nt? 技能管理？Policy 竞争方针Risk seeker/averse冒险/回避冒险Disc on ti nu ous/c on ti nu ous 1、可断 / 连续 inno vatio ns/exte nsions仓U新 /扩张Key Result Area关键参数Specific area具体参数Past/prese nt performa nee 过去/现在的业绩参数Stre ngth优势Weak ne

6、ss弱势Trend improvi ng or趋势，改善或Marketing Mix营销组合Product 产品Price 价格Place通路Promoti on 促销Quality产品质量Product portfolio产品组成Costs成本Prices价格Distribution pen etration 分销网络建设 In tegrated Communi catio n audit 整合传播审核 Mix促销组成Positi oning促销定位Service Mix服务组合People人员Processes 流程Physicals 标识系统Skill base and motivati

7、 on技能和干劲Staff turnover人均营业额Front coun ter and back全程服务流程Office processesPhysical evide nee标识物(build in gs/u niforms)(建筑 / 制服)Customers客户分类Segme nts市场区隔Size of segme nt区隔规模Pote ntial目标市场潜 力Profitability (high, medium or low)利润率(高、中、 低)Distributi on cha nn els (accessible through ?)铺货渠道(通过何种 渠道到达市场终 端

8、？)Media (trough which target market can be reached)媒体运用(通过何种 媒体传播到目标市 场受众)Rank (each market ' attractive-ness in terms of profitability)排序(按照各目标市场的 利润率排序)Target market 1目标市场1Defin e/specify the target market:定义/确认目标市场Target market 2目标市场2Defin e/specify the target market:定义/确认目标市场Target market 3目

9、标市场Defin e/specify the target market:定义/确认目标市场TargetProfileCustomer satisfact ionLoyalty levelsInten tio n toPareto prin ciplemarketTrendTrendrepurchasei【endBeco ming moredepe ndent目标市场工作内容Current score compared to:Current score Compared to:Trendon few customers(eggs ina. previous year' sa. prev

10、ious year' sCurrent score compared to:one basket/pareto prin ciple)b. in dustry averageb. in dustry averagea. previous year' sc. in dustry bestc. in dustry bestb. in dustry averaged. any other in dustry bestd. any other in dustry bestc. in dustry bestd. any other in dustry best20/80原理客户的满意来自

11、客户的忠诚度客户的重复购买率趋势趋势趋势趋势当前客户满意程度与。比较：当前客户满忠诚度与。比较：当前客户重复购买度与。比较：变得愈加依赖少数客户（把a.去年所有鸡蛋放在一个篮子里，a.去年b.同行业平均水平a.去年20/80原理）b.同行业平均水平c.同行业最好水平b.同行业平均水平c.同行业最好水平d.各行业最好水平c.同行业最好水平d.各行业最好水平d.各行业最好水平TargetDefine/ specifymarket 1the target market:目标市场1定义/确认目标市 场TargetDefine/ specifymarket 2the target market:目标市场

12、2定义/确认目标市 场TargetDefine/ specifymarket3the target market:目标市场3定义/确认目标市 场SOSTAC步骤 1:现状分析 （内部）1.5客户决策者和提议者Target market目标市场Segme nts市场细化DMU(Decisio nMak ingUnit)Who are the key players in the decisi on making un it? 决策者谁是决策层中的关键人物？Access to DMUDefine how to reach the DMU接触决策者(DMU)确定如何与决策者接触Opi nion Fo

13、rmers (OF)Define OF for reach target提议者(OF)确定各市场的提议者Access to OFDefine how to reach the OF in each target marketTarget market 1目标市场1Define/ specify the target market:定义/确认目标市场Target market 2目标市场2Define/ specify the target market:定义/确认目标市场Target market3目标市场3Define/ specify the target market:定义/确认目标市场

14、Sostac步骤 1:现状分析(外部)1.6市场不可控制因素的外部分析Key Result Area项目Specific area特定区域Future uncon trolled不可控制的未来因素Impact-opportu nity机会的影响Impact-threat威胁的影响Step 1Near or competitive en vir onment 步骤1近期或微观竞 争环境Structure/market结构/市场T rends in market市场的趋势Econo mics (micro)经济(微观方面)Power forces外来力量SOSTAC 步骤 1 (续):现状分析(外

15、部)1.7市场不可控制因素的外部分析Key Result Area项目Specific area特定区域Future uncon trolled不可控制的未来因素Impact-opportu nity机会的影响Impact-threat威胁的影响Step 2Far or wide en vir onment 步骤2远期或宏观竞 争环境Sociological 社会因素T ech no logical技术因素Econo mics (macro)经济因素(宏观)Political政治因素sOSTAC Stage 2:Objectives 2.1 Marketing and Developing M

16、arketing Communications ObjectivesHierarchy of objective目标金字塔组成Invo Ives包括内容Specific items found in each type of objectives (complete this sect ion) 每一层目标包括的具体项目(完成本部分)Busin ess业务Over all visi on and direct ion 理念和发展方向Corporate positi oning, leadership and vales (in clud ing ethics)公司定位，领先地位和价值观(包括职

17、业道德。OOO)Busin ess objectives业务目标All departme nts with in the orga ni zati on 组织内所有部门Survival; growth; ROL; acquisiti ons生存，成长，收购。OMarketi ng objectives eg Ansoff营销目标如：Ansoff矩阵分析Market pen etrati on市场渗透Grow sales; market; share; distributio n pen etrati on增加销售；市场份额；铺货渠道的渗透发展Market developme nt市场发展En

18、ter new markets; new market segme nts进入新市场；进入新市场的新区隔。Product developme nt 产品发展Develop and launch new products; expa nd range开发或推出新产品；扩大产品线Diversificati on多元化Move into new product / services and markets生产新产品或提供新服务，开发新市场。Marketi ng com muni cati ons objectives eg AIDA营销传播目标如,AIDAAtte ntio n注意In crease

19、 aware ness.增加知名度。In terest兴趣Liking, attitudes, preference 喜欢，态度，偏爱。Desire渴望Intentions to purchase, likelihood to有意购买,可能购买。Action购买Repurchase, enq uiries, trial purchase重复购买，询问，试买SOSTAC Stage 2:Objectives 2.2 Quantifying ObjectivesTo为了Specific aspect确定的行动Target market目标市场From从To到When何时Eg to in creas

20、eaware nessamong ABC1 wome nfrom 20% to 30% with in 12 mon thsEg to in creasesalesamong ABC1 wome nfrom 15m to 16.5m within 12 mon ths比如，在ABC1妇女中的认知度，在12月内从20%提高到30%比如，在ABC1妇女中的销售额，在12月内从1500万增加到1650万制定目标应该有数字和具体细节制定目标应该遵循SMART原则Objectives should have nu mbers and detailsObjectives should be SMARTSp

21、ecific特定M easurable可测Achievable可达Releva nt相关Timed定时Strategic option nu mber供选择的各种 策略方案编号Gen erate alter native strategiesTaking the objectives specified on previous page, now determine how you are going to achieve them. Write a strategy which basically summaries how you are going to get there' .

22、 Then develop at least three optional strategies. Write dothree differe nt strategies or strategic opti ons. Then rank them on the n ext page.编写各种策略：参照前页所述之目标，决定你如何达到目标。围绕“你如何到达那里”，总结、编写策略。然后，至少编写三种可供选择的策略方案。编写、并比较三种不同的策略或策略性方案，然后在下一页排序列出。123wn and comp;NB Remember strategy must fulfil a specific ob

23、jective.Whe n the strategic optio ns have gen erated, use the checklist on the n ext page to rank them and choose.注释：记住策略必须完成一个特定的目标。当完成策略性方案后，使用下一页的检核表，把各种方案逐一列出并作出选择。A Checklist To Help The Developme nt Of Market ing Com mun icatio ns Strategies.Tick which dime nsions are covered by each strategy.

24、 This should help you to choose which strategy is the best one.下面是辅助编写市场营销传播策略的检核表。检查每一策略是否涉及下述所列的内容并打钩，可帮助您选择最佳策略性方案StrategicOption number策略序号Segmentation (Does the strategy break up the market)区隔化(该策略是否 把市场细 化？)Targeting (Does it select specific targets including stakeholders and DMUS?)目标市场确定 (是否选

25、择诸如 持股人和决策 人在内的特定 目标?)Objectives (Will the strategy succeed, it will it fulfil the objectives? will it beat Competition?) 目标 (策略能否成功， 并实现目标？赢 得竞争?)Postitioning (Is there a clear Positioning?)定位(定位是否清 晰?)Exploit sustainable competitive advantage?(cost leader/ differentiate focus/niche)是否存在持续性 的竞争优势？

26、(成本优势/差异化 卖点/特殊地位?)Buying Process (Does it cater for the buying stages (high involve/low involve) mu-tsta ge strategy?)购买行为过程特征 (是否考虑购买步骤 (深度介入/低度介 入)-多步引导骤策 略?)Tools(Range of communications tools to be used)采用的工具 (打算采用的各 类传播工具种 类和范围)Sequence (And timing of tools to be used?)时间计划 (打算采用的各类 工具的实施时间 表?

27、)Integration Are all the communications tools integrated?整合 是否整合所有的传播 工具?Global or local?全球或地 方性？Rank/ score?排名/得分？123SOSTAC步骤4: 战术(实现策略的具体步骤)4.1制定战术StrategyDoes the tactic fit with the over all strategy?策略 战术是否适应 整体策略？Target market Definetargetmarkets, DMUS, stakeholders目标市场 确定目标市场，决 策人，持股人。MethodC

28、ommu ni cati ons tools (eg adverts, sales promoti on, exhibiti ons and salesforce, in ternet)方法各类传播工具的运 用(比如：广告， 促销和个人销 售。网上销售)MediaFor each tool,Eg adverts-TV, press and sales promoti on-coup ons , competi ons媒体运用 充分运用每一种媒体， 比如，电视广告，平面 广告，有奖促销，竞争MessageWhat is the message?销售信息准备传递何种信息给 受众？Timi ngAn

29、y particular seque nee of methods and media?时间进度统筹 运用的方法和媒体有无统筹 考虑时间顺序计划？SOsTaC步骤4:战术（策略的具体细节）4.2甘特图-完成策略细节进度表Communi cati ons Tool传播工具运用内容Jan一月Feb二月Mar三月Apr四月May五月Jun六月Jul七月Aug八月Sep九月Oct十月Nov十一月Dec十二月Cost成本Market research 市场研究Packag ing redesign包 装设计POS preparation 售点建设Advertising 广告 TV电视Press报纸/平面

30、 Poster海报Ci nema照片 Radio广播Sales promoti on 促销活动Press lau nch新闻发布Direct mail直邮销售Sales conference销售会议Sales drive销售奖励Exhibitions 展览会Website网上销售Total spe nd 总费用SOStAc步骤5:战术(具体战术细节的执行)5.1甘特图-行动计划执行进度表Each tactical communications tool needs to be planned as a mini project, eg direct mail campaign，每一次战术性传播

31、工具的运用应该把她作为一个小型项目来对待，比如直邮销售运动Stage of product ion制作流程内容Who resp on sible ?谁负责？Wk1周一Wk2周二Wk3周三Wk4周四Wk5周五Wk6周六Wk7周七Wk8周八Wk9周九Wk10周十Wk11周十一Wk12周十二Cost成本Creative and media briefi ng创意和媒介简报Database list Preparatio n 数据准备处理Laser printing 激光打印Print product ion (brochure, en velopes) 印刷生产(如，宣传手册)Lettershop(

32、collat ing, foldi ng, pack ing)直邮信函印刷(装订，折叠，包 装)Maili ng邮寄Resp onse mon itori ng收集反馈意见Resp onse action 工作改进Follow-up sales call 跟踪拜访Evaluate mailshot 效果评估Total spe nd 总费用SOSTAC 步骤6:控制 6.1控制检核表Quan tified objectives State each Quantified Objective and its time period量化目标 阐述每一经量化的目标 和其完成的时间期限Means of

33、measuri ngHow will it be measured: survey, sales?衡量方式如何衡量是否已实现目 标，市场调研或销售 额？Freque ncy of measureme nt Quarterly, weekly, daily?衡量的频率 每季度，每周， 每天？Acco un tability- who does it?谁负责做？How much does it cost to measure?花费多少，完成 前述衡量工作Actio nWho needs to be alerted if sig nifica nt varia nces are found?工作安排

34、若出现较大差错，谁负责纠正？Type of in tegrati on整合类型Check控制检核Yes/No是/否How do you en sure in tegrati on?What acti on do you n eed to take?如何确保整合性？你准备米取何种措施？1Vertical in tegrati on纵向整合性Do the communications objectives fit with the marketing objectives and the over all corporate objective?传播目标是否与营销目标和企业目标一致？2Horiz

35、on tal/fu ncti onal mix横向/功能性组合Dodiffere ntdepartme nts andbus in ess fun cti onsin corporatemarketi ngcommu ni cati ons, eg trucks with logos? Finance in voices with messages? Etc.各部门和业务职能是否与营销传播目标配合默契，比如，卡车是否印有企业标志？财务发票是否有视觉系统要求的信息？等等3Marketi ng mix 营销工具运用组合Is the marketing mix consistent with req

36、uired messages, eg low price versus top quality image?4Commu nicatio ns mix传播工具运用组合Are all the commu ni cati ons tools being used to guide the buyer through each stage of the buying process? Do they all give the same over all messages (eg consistent positi onin g?)所采用的引导消费者的各类传播工具是否贯穿每一步购买过程？消费者是否接受

37、到全面一致的信息(如，一致的定位信息?)5Creative desig n mix 创意设计表现组合Is the logo, typeface, pantone colors used in a con siste nt manner? 标志”字体，色标的运用是否保持一致？6Exter nal/in ternal creative departme nts内/外部各创意部门Do all the exter nal age ncies (advertis ing, direct mail, PR) and all in ter nal departme nts meet and plan together? Run monthly strategic and weekly tactical meetings? Attend the same briefi ngs?所有的外