市场营销与策划

2019/10/211市场营销与策划:StrategicMarketingPlanningc.j.Ng2019/10/212BuildingYourOwnCase创建你自己的案例Whatproductsdoyousell/market?你主要推广什么产品？Whodoyouserve?你主要服务那些群体？Whoareyourmaincompetitors?你主要的竞争对手有哪些？2019/10/213Marketingvs.Selling:WhatistheDifference?市场营销与销售的区别及共同点Marketingiseverythingthatyoudotoreachandpersuadeprospects市场营销是你该如何让你向客户提供你的信息并设法说服他们Marketingisalsosalesmultiplied同样，市场营销亦是让销售倍增的过程Sellingiseverythingthatyoudotoclosethesaleandgetasignedagreementorcontract销售是交易过程的终结，合同的签订。Salesaregenerallyinterpersonalinteraction一般，销售是人与人之间的互动过程。Botharenecessitiestothesuccessofabusiness.Youcannotdowithouteitherprocess.两者都是企业成功的必备要素，缺一不可。2019/10/214Marketing营销TheCoreofanyBusinessis任何企业的核心就是TheCustomer顾客2019/10/215SimpleYetAccurateMarketingResearchMethods简易精准的市场调研ObjectiveoftheResearch市场调研目标DescriptionoftheMarket市场描述TargetMarkets目标市场ProductsandServicesthatappealtothetargetmarket目标市场所需的产品及服务Problemsthatcurrenttargetmarketneedstosolve现目标市场存在的问题2019/10/216SimpleYetAccurateMarketingResearchMethods简易精准的市场调研MarketMetrics市场基准Sizeestimates(currentandfuture)for:市场规模评估（当前及未来）•Overallmarket总市场•Individualmarketsegments个体市场份额•Usagerates使用率Growthestimates(currentandfuture)增长评估（当前及未来）2019/10/217SimpleYetAccurateMarketingResearchMethods简易精准的市场调研CompetitiveAnalysis竞争分析CurrentCompetitors-fullanalysisoftopcompetitorsincluding:现有竞争者-主要竞争对手的全面分析•Products&Services(e.g.,description,uniqueness,pricing,etc.)产品及服务（如产品描述、特色、定价）•Marketshare市场份额•Currentcustomers现有顾客•Positioningandpromotionstrategies市场定位及促销策略•Partnerships/Alliances/Distributors合作者/同盟/分销商•Recentnews近况•SWOTAnalysisSWOT分析PotentialCompetitors潜在竞争者2019/10/218SimpleYetAccurateMarketingResearchMethods简易精准的市场调研SecondaryData二级数据Internet网络Newspapers/Magazines报纸/杂志TrendsAnalysis趋势分析PrimaryData一级数据Customervs.non-CustomerSurveys顾客及非顾客调查Onlinevs.Offline在线及非在线调查Questionnairesvs.Face-to-FaceInterviews问卷调查及当面采访Whatdatawouldyouliketocollect?你想收集哪方面的数据？2019/10/219TraditionalSales&MarketingProcessfromBeginningTillEnd传统的销售、营销过程ProductDevelopment产品开发Marketing营销、推广Tele-Sales电话营销Sales销售After-SalesSupport售后服务2019/10/2110EnlightenedSales&MarketingProcessfromBeginningTillEnd改进后的销售、营销过程StartingPointof1to1Marketing一对一营销的起点2019/10/2111BlueOceanvs.RedOceanStrategy蓝海vs.红海战略一般马戏团vs.时空之旅一般面包店vs.面包新语(BreadTalk)一般电脑企业vs.戴尔电脑一般MP3机vs.iPod一般招待所vs.莫泰168/锦江之星2019/10/2112UsingtheBlueOceanStrategyasaMarketPlanningTool运用蓝海战略来作市场策划Whatarethemainofferingsmadebycompetitorsnow?目前，竞争对手提供的主要产品Whoaretheytargeting?他们的目标顾客是哪些人？Whohavetheyleftout?哪部分客户群被他们忽略了？Whatshouldweimproveupon?我们可以从哪些方面进行改进？Whatshouldwestarttoprovide?我们可以提供什么？Whatshouldwereduce?我们需要减少什么？Whatshouldwestopdoing?哪些我们不应该再做了？2019/10/2113DefiningYourUniqueSellingPropositionandMarketPositioning找寻你的独特卖点以及市场定位OvertBenefits突出的益处RealReasontoBelieve让人信服的理由UniqueandDramaticDifference独一无二的特色2019/10/2114OvertBenefits突出的益处Features,AdvantagesandBenefits特征、优势与益处Doyoueverbuy你有否购买过:Computers电脑Property房产Cars汽车Pricevs.Value价格vs.价值2019/10/2115RealReasontoBelieve能说服人的可信度Media媒体Believability可信度MassMedia大众传媒(T.V.电视/Radio广播/Newspapers报章/Magazines杂志)15%-42%Internet英特网(WebSites网站/WebAds网上广告/e-Mails电邮)10%≤2019/10/2116RealReasontoBelieve能说服人的可信度5Strategies5个策略Simplelogic简单逻辑•Ifcustomershaveunansweredquestionsaboutaproduct,they’relesslikelytobuy如果顾客对某个产品有疑问，他们购买的几率就很小•Ifyoueducateyourcustomers,yougaintheirtrustandconfidenceimmediately当你客观地对顾客进行产品、服务教育，你将赢得他们的信赖Personalexperience个人经历•Sampling样品•Demo示范•Sensory触觉Reputation声望Testimonial/Referral鉴证、推荐Guarantee保证2019/10/2117UniqueandDramaticDifference独特及戏剧性的区别HavingYourUniqueSellingPropositions(USP)设定你的独特买点(USP)Thereasonorreasonswhycustomersbuyfromyouandnotfromanybodyelse你的顾客只向你购买,而不选择他人的理由UniqueBenefits独特益处Relevance供其所需Consistency/Congruency一致性Values&Beliefs价值观与信念2019/10/2118Branding&Positioning品牌与市场定位Brandingisnotaboutgettingyourprospectstochooseyouoveryourcompetition;it'saboutgettingyourprospectstoseeyouastheonlysolutiontotheirproblem.TM--RobFrankel“建立品牌不是为了让你在市场上建立优势，在同行中鹤立鸡群,而是使你成为你的市场对象的不二选择.TM”--RobFrankel2019/10/2119BuildingaBrandwithaDramaticDifference创造独一无二的品牌BrandingisNOTaboutyou.你的品牌不是由你说了算It’sabouthowyourcustomersperceiveyoutobe.你的品牌是靠客户对你的感觉、概念形成的DoYouAddValuetoYourCustomers?你有否为客户创造价值？IfYouCeasetoExist,willYourCustomersMissYou?如果你不存在了，你的客户是否会想念你？Ifyes,whatwilltheysayaboutyou?如果他们会想你，他们会说些什么？Whatareyourqualitiesthattheyremembermost?你有哪些优点是他们印象最深的2019/10/2120SustainabilityMatrix持续性矩阵ExpensiveWasteofEffort昂贵的浪费SustainableGrowth持续的增长CheapWasteofEffort低廉的浪费Makemoneyfast…beforeyougetcopied在他人模仿之前赶快赚钱SameOldStuff老一套EasytoImplement容易实施HardtoImplement很难实施2019/10/2121SustainabilityMatrix持续性矩阵ExpensiveWasteofEffort昂贵的浪费SustainableGrowth持续的增长CheapWasteofEffort低廉的浪费Makemoneyfast…beforeyougetcopied在他人模仿之前赶快赚钱Commodity一般商品Monopoly市场垄断SameOldStuff老一套EasytoImplement容易实施HardtoImplement很难实施2019/10/2122HowtoPreventYourselffromBeingCopied如何避免被别人仿效Don’tFocusonTechnology不要将重点放在技术上TheHardestThingstoCopyare最难复制的东西是:BusinessModels商业模式ServiceStandards服务标准OrganisationCulture企业文化QualityBrand优质品牌2