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Stage/步骤Section of plan/策划阶段Which answers / 所解决的问题SSituation/ 现状Where are we now? /我们现在在哪里？OObjectives/ 目标Where do we want to bd /我们准备去哪里？SStrategy/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？E 1TTactics/战术How do we get there individual s

2、teps? /我们如何达到那里-每一个详细步骤是哪些？1AAction/ 行动What are the specific actions required for each individual 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？SOSTAC Stage 1：Situation Analysis (Internal) 1.1 perfor

3、mance, 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/present performance过去/现在的业绩参数Strength优势Weakness弱势Trend improving or趋势，改善或.Performance业绩Profits /利润Sales /销售额Market ' s sha/e 市场份额Market segments/ 市场细化Positioning/市场定位Product portfolio/

4、产品组成Return/trend利润率/趋势Turnover trend营业额趋势Leader/follower市场领导/跟随者Market spread市场覆蛊举N0.1 or No.10?第一或第十位Single or spread单一或系列产品Competencies竞争能力Marketing市场营销Production生产Financial资金Technology技术Human resource 人力资源Management管理Particularly good or bad?很差或好？Operating efficiency生产效率Profitability利润率Leading ed

5、ge or follower?领先或跟随？Skill base management? 技能管理？Policy竞争方针Risk seeker/averse冒险/回避冒险Discontinuous/continuous间断/连续innovations/extensions创新/扩张SOSTAC Stage (contd.)Situation Analysis (Internal) 1.2 Marketing Mix and Service mixSOSTAC 步骤 1 (续)： 现状分析(内部)1.2市场营销组合和服务组合Key Result Area关键参数Specific area具体参数P

6、ast/present performance过去/现在的业绩参数Strength优势Weakness弱势Trend improving or趋势，改善或.Marketing Mix营销组合Product 产品Price 价格Place 通路 Promotion 促销Quality产品质量Product portfolio产品组成Costs成本Prices价格Distribution penetration 分销网络建设 Integrated Communication audit整合传播审核Mix促销组成Positioning促销定位Service Mix服务组合People人员Proces

7、ses 流程Physicals 标识系统Skill base and motivation技能和干劲Staff turnover人均宫业额Front counter and back全程®务流程Office processesPhysical evidence标识物(buildings/uniforms)(建筑 / 制服)SOSTAC Stage (contd.)Situation Analysis (Internal) 1.3 Customer MixSOSTAC步骤1 （续） :现状分析 （内部）1.3客户组合Customers客户分类Segments市场区隔Size of se

8、gment区隔规模Potential目标市场潜 力Profitability (high, medium or low)禾【J润率(高、中、 低)Distribution channels （accessible through ？）铺货渠道（通过何种 渠道到达市场终 端？）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

9、 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 market 3目标市场Define/specify the target market: 定义/确认目标市场sSOSTAC Stage (contd.)Situation Analysis (Internal) 1.4 Customer RetentionSOSTAC 步骤 1 :现状分析 （内部）1.4客户维护Target market目标市

10、场Profile工作内容Customer satisfactionTrendCurrent score compared to: a. previous year' sb. industry average c. industry best d. any other industry best客户的满意来自 趋势当前客户满意程度与。比较：a.去年b.同行业平均水平 c.同行业最好水平 d.各行业最好水平Loyalty levelsTrendCurrent score Compared to: a. previous year' sb. industry average c. i

11、ndustry best d. any other industry best客户的忠诚度 趋势当前客户满忠诚度与。比较： a.去年b.同行业平均水平 c.同行业最好水平d.各行业最好水平Intention to repurchaseTrendCurrent score compared to: a. previous year' sb. industry average c. industry best d. any other industry best客户的重复购买率 趋势当前各户重复购买度与。比 较：a.去年b.同行业平均水平 c.同行业最好水平d.各行业最好水平Pareto

12、principleTrendBecoming more dependent on few customers ( eggs in one basket/pareto principle)20/80原理趋势变得愈加依赖少数客户(把 所有鸡蛋放在一个篮子里，20/80原理)Target market 1目标市场1Define/ specify the target market: 定义/确认目标巾 场Target market 2目标市场2Define/ specify the target market: 定义/确认目标巾 场Target market3 目标市场3Define/ specify

13、 the target market:定义/确认目标巾 场SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.5 Customer DMUs and Opinion FormersSOSTAC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Segments市场细化DMU(DecisionMakingUnit)Who are the key players in the decision making unit?决策力谁是决策层中的关键人物？Access to DMUDefine how to r

14、each the DMU接触决策者(DMU)确定如何与决策者接触Opinion Formers (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3

15、Define/ specify the target market:定义/确认目标市场SOSTAC Stage (contd.)Situation Analysis (External) 1.6 External Analysis of Uncontrollable VariablesSostac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 uncontrolled/、口控制的未来因素Impact-opportunity机会的影响Impact-threat威胁的影响Step 1 Near or co

16、mpetitive environment 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Economics （micro）经济（微观方面）Power forces外来力量SOSTAC Stage 1 (contd.)：Situation Analysis (Internal) 1.7 External Analysis of Uncontrollable VariablesSOSTAC 步骤 1 (续)：现状分析(外部)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Futu

17、re uncontrolled/、口控制的未来因素Impact-opportunity机会的影响Impact-threat威胁的影响Step 2Far or wide environment 步骤2远期或宏观竞 争环境Sociological社会因素T echnological技本因素Economics (macro)经济因素(宏观)Political政治因素SO STAC Stage 2:Objectives 2.1 Marketing and Developing Marketing Communications ObjectivesSO STAC步骤2:目标 2.1营销和确定营销传播目标

18、Hierarchy of objective目标金字塔组成Involves包括内容Specific items found in each type of objectives (complete this section) 每一层目标包括的具体项目(完成本部分)Business业务Over all vision and direction 理念和发展方向Corporate positioning, leadership and vales (including ethics)公司定位，领先地位和价值观(包括职业道德。OOO)Business objectives业务目标All departm

19、ents within the organization 组织内所有部门Survival; growth; ROL; acquisitions生存，成长，收购。Marketing objectives eg Ansoff营销目标如：Ansoff矩阵分析Market penetration市场渗透Grow sales; market; share; distribution penetration增加销售；市场份额；铺货渠道的渗透发展Market development市场发展Enter new markets; new market segments进入新市场；进入新市场的新区隔。00Prod

20、uct development产品发展Develop and launch new products; expand range开发或推出新产品；扩大产品线Diversification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。00Marketing communications objectives eg AIDA营销传播目标如，AIDAAttention注思Increase awareness.增力口知名度。Interest兴趣Liking, attitudes, preference 喜欢，态度，偏爱

21、。Desire渴望Intentions to purchase, likelihood to 后意购买；可能购买。Action购买Repurchase, enquiries, trial purchase重复购买，询问，试买SOSTAC Stage 2:Objectives 2.2 Quantifying ObjectivesSOSTAC步骤2:目标 2.2 量化目标ToSpecific aspectTarget marketFromToWhen为了确定的行动目标市场从到何时Eg to increaseawarenessamong ABC1 womenfrom 20%to 30%within

22、12 monthsEg to increasesalesamong ABC1 womenfrom 15mto 16.5mwithin 12 months比如，在ABC1妇女中的认知度，在12月内从20%提高到30%制定目标应该有数字和具体细节制定目标应该遵循SMART原则特定 可测 可达 相关 定时比如，在ABC1妇女中的销售额，在12月内从1500万增加到1650万Objectives should have numbers and detailsObjectives should be SMARTSpecificM easurableAchievableRelevantTimedSOSTA

23、C Stage 3: Strategy (How to get there )3.1 Strategic OptionsSoStAC步骤3:策略（如何到达那里）3.1可供选择的各种策略方案Strategic option number供选择的各种 策略方案编号Generate alternative strategiesTaking the objectives specified on previous page, now determine how you are going to achieve them. Write a strategy which basically summari

24、es' how you are going to get there' . Then develop at least three optional strategies. Write dothree different strategies or strategic options. Then rank them on the next 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/、同的策略或策略性方案，然后在下一页排序列出。123wn and comp;NB

25、Remember strategy must fulfil a specific objective.When the strategic options have generated, use the checklist on the next 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。soStac Stage 3：Strategy 3.2 Choosing the Best Strategy Using a Strategic Dimensions Checklist

26、soStac步骤3: 策略 3.2 运用策略综合评估检核表选择最佳策略方案A Checklist To Help The Development Of Marketing Communications Strategies.Tick which dimensions are covered by each strategy. 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Strategic Option num

27、ber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

28、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？(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) mulsta ge strategy?)购买行为过程特征 (是否考虑购买步骤

29、(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?)IntegrationAre 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？123SOST AC Stage 4: Tacti

30、cs (The Details of Strategy) 4.1 Developing TacticsSOSTAC步骤4: 战术(实现策略的具体步骤)4.1制定战术Strategy Does 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。Method Communications tools (eg adverts, sales promotion, exhibitions and

31、 salesforce, internet ) 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 promotion-coupons , competions媒体运用充分运用每一种媒体， 比如，电视广告，平向 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？TimingAny particular sequence of methods and media?时间进度统筹运用的方法和媒体启元统筹 考虑时间顺序计划？SO

32、ST AC Stage 4：Tactics (The Details of Strategy) 4.2 Gantt Charts-What Tactics W川 Happen WhenSOsTaC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Communications 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月Dec十二月Cost成本Market research 市场研究Packaging redesignt!装设计POS preparation 售点建设Advertising 广告T

33、V电视Press报纸/平间Poster海报 Cinema照片Radio广播Sales promotion 促销活动Press launc丽闻发布Direct mail直邮销售Sales conference!肖售会议Sales drive销售奖励Exhibitions 展览会Website网上销售Total spend 总费用SOStAc Stage 5 :Action (The Implementation Details of Tactics) 5.1 Action Plan-Gantt GhartsSOStAc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 t

34、actical communications tool needs to be planned as a mini project, eg direct mail campaign ,每一次战术性传播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 production制作流程内容Who responsible ?谁负责？Wk 1 周一Wk 2 周二Wk 3 周三Wk 4 周四Wk 5 周五Wk 6 周六Wk 7 周七Wk 8 周八Wk 9 周九Wk 10 周十Wk 11 周4-Wk 12 周十二Cost成本Creative and media briefing创意和

35、媒介简报Database list Preparation数据准备处理Laser printing 激光打印Print production (brochure, envelopes)印刷生产(如宣传手册)Lettershop(collating, folding, packing)直邮信函印刷(装订，折叠，包 装)Mailing由B 寄Response monitoring收集反馈意见Response action 工作改进Follow-up sales call跟踪拜访Evaluate mailshot 效果评估Total spend 总费用sostaC Stage 6: Control6

36、.1 Control ChecklistSOSTAC 步骤6:控制 6.1控制检核表Quantified 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 measuring How 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？Frequency of measurement Quarterly, weekly, daily?衡量的频率 每季度，每周， 每天?Accounta

37、bility- 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ActionWho needs to be alerted if significant variances are found?工作安排若出现较大差错，谁负责纠正？SOSTAC Stage 6：Control6.3 The 3M Resource CheckSOSTAC Stage 6：Control6.2 The 7-Level Integration ChecklistSOSTaC步骤6:控制 6.2七层整合性控制检核表Type of integ

38、ration整合类型Check控制检核Yes/No是/否How do you ensure integration?What action do you need to take?如何确保整合性？你准备采取何种措施？1Vertical integration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辰-致？2Horizontal/functional mix横向/功能性组合Do differ

39、ent departments and business functions incorporate marketing communications, eg trucks with logos? Finance invoices 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3Marketing mix营销工具运用组合Is the marketing mix consistent with required messages, eg low price versus top quality

40、image?4Communications mix传播工具运用组合Are all the communications 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 positioning?) 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？消费者是否接受到全面一致的信息(如，一致的定位信息?)5Creative design mix 创意设计表现组合Is the logo, typeface, pantone colors used in a consistent manner? 标志，字体，色标的运用是否保持一致？6External/internal creative departments 内/外部各创意部门Do all the external agencies (advertising, direct mail, PR) and all internal departm