撰写策略性营销传播策划方案探析.docx

编号：时间：2021年x月x日书山有路勤为径学海无涯苦作舟页码：SOSTACPLANNINGSYSTEM/运用SOSOTAC系统撰写策略性营销传播策划方案Stage/步骤Sectionofplan/策划阶段Whichanswers…/所解决的问题SSituation/现状Wherearewenow？/我们现在在哪里？OObjectives/目标Wheredowewanttobe？/我们准备去哪里？SStrategy/策略Howdowegetthere—broadsteps？/我们如何到达那里-主要的步骤是哪些？TTactics/战术Howdowegetthere—individualsteps？/我们如何达到那里-每一个详细步骤是哪些？AAction/行动Whatarethespecificactionsrequiredforeachindividualtacticalstep？Howdowegetpeopletodothem？/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Howdoweknowwehavearrived？/我们如何知道是否已经到达目标？SOSTACStage1:SituationAnalysis(Internal)1.1performanceCompetenciesAndPoliciesSOSTAC步骤1:现状分析（内部）1.1业绩竞争能力和竞争方针KeyResultArea关键参数Specificarea具体参数Past/presentperformance过去/现在的业绩参数Strength优势Weakness弱势Trendimprovingor…趋势改善或...Performance业绩Profits/利润Sales/销售额Market’sshare/市场份额Marketsegments/市场细化Positioning/市场定位Productportfolio/产品组成Return/trend利润率/趋势Turnovertrend营业额趋势Leader/follower市场领导/跟随者Marketspread市场覆盖率N0.1orNo.10?第一或第十位Singleorspread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Humanresource人力资源Management管理Particularlygoodorbad?很差或好？Operatingefficiency生产效率Profitability利润率Leadingedgeorfollower?领先或跟随？Skillbasemanagement?技能管理？Policy竞争方针Riskseeker/averse冒险/回避冒险Discontinuous/continuous间断/连续innovations/extensions创新/扩张SOSTACStage(contd.)1:SituationAnalysis(Internal)1.2MarketingMixandServicemixSOSTAC步骤1（续）:现状分析（内部）1.2市场营销组合和服务组合KeyResultArea关键参数Specificarea具体参数Past/presentperformance过去/现在的业绩参数Strength优势Weakness弱势Trendimprovingor…趋势改善或...MarketingMix营销组合Product产品Price价格Place通路Promotion促销Quality产品质量Productportfolio产品组成Costs成本Prices