毕博-管理咨询工具方法—Strategic_Marketing_Plan_Template-Chinese_.doc

市 场 营 销 战 略 规 划（模 板） strategic marketing plan (template) TABLE OF CONTENTS 目录 tABLE OF CONTENTS 2 1.0 报告摘要 EXECUTIVE SUMMARY 3 2.0 介绍 INTRODUCTION 4 3.0 企业背景介绍Company Background 6 4.0 行业分析INDUSTRY ANALYSIS 8 5.0 产品与服务PRODUCTS AND SERVICES 13 6.0 市场分析MARKET ANALYSIS 17 7.0 Swot 分析diagnostic Swot analysis 20 8.0 选择目标市场 Target market selection 24 9.0 战略发展 Strategy development 26 10.0 历史业绩表现 Historical Performance 29 11.0 市场营销战略 Marketing strategy 32 12.0 附件一Appendix 1 40 13.0 附件二Appendix 2 41 14.0 附件三appendix 3 42 报告摘要 EXECUTIVE SUMMARY 完成一页纸的报告摘要，阐述市场营销战略及建议 1 page summary overview of the report defining the marketing strategies and the resulting recommended actions. 本部份应在本报告全部撰写完成之后才完成 This section should be completed once the entire report has been finalised. 本部份应包括主要的行动及其结果，以及通过执行本计划后将达成的目标摘要 This section should include Key Actions and an “Output Statement,” a summary of what will be achieved through the implementation of this plan. 介绍 INTRODUCTION 制定市场营销战略规划的目的是至关重要的，也就是说，必须解释企业为什么要制定市场营销战略规划。目的可以包括以下的一些原因：It is important to identify the purpose of the Strategic Marketing Plan, in other words why the business is preparing this document. The purpose could include some of the following reasons: 制定企业的战略，使企业的增长速度与利润提升得以最大化To establish strategies to allow the business to achieve maximum growth and profitability; 确定在未来的12个月里，如何提高产品品牌与公司形象Define how the business will increase its brand and profile awareness within the market over the next 12 months; and 确定企业的市场战略定位，分析竞争对手的市场战略定位Identify the competitive position of the business within the marketplace and that of its competitors. 以下是一些范文，您可以在此基础上进行修改。Below is some suggested text that you can modify. 市场营销战略计划的制定旨在帮助企业确定其未来目标，以及达成目标的方式。它为企业指出了如何有效地实现其市场营销目标的路径。This strategic marketing plan has been developed to assist the organization to determine its’ future goals and the means by which it can achieve those goals. It is a map that can be used to see which path the business should follow