营销计划的编制大与实施.docVIP

西安思源学院毕业设计 GRADUATION PROJECT, XI’AN SIYUAN 第 PAGE 20 页 共 NUMPAGES 20 页 营销计划的编制与实施 摘 要 营销计划是企业的战术计划，营销战略对企业而言是“做正确的事”，而营销计划则是“正确地做事”。一套完整的营销计划包括以下内容：市场环境与分析（行业、竞争者、消费者分析、SWOT分析等），市场定位，营销目标（销售目标与市场目标），4P策略组合（产品、定价、渠道、推广，推广中又分为广告、消费者促销、终端促销、批发促销、人员推销、公关等等），营销人员管理组织构架，营销费用预算及行动时间表等等。 在企业的实际经营过程中，营销计划往往碰到无法有效执行的情况，一种情况是营销战略不正确，营销计划只能是“雪上加霜”，加速企业的衰败；另一种情况则是营销计划无法贯彻落实，不能将营销战略转化为有效的战术。营销计划充分发挥作用的基础是正确的战略，一个完美的战略可以不必依靠完美的战术，而从另一个角度看，营销计划的正确执行可以创造完美的战术，而完美的战术则可以弥补战略的欠缺，还能在一定程度上转化为战略。本文从营销计划的制定开始就如何有效执行营销计划，为企业创造完美的营销战术做一些讨论。 关键词：营销计划；营销战略；有效执行；营销战术。 How effectively carries out the marketing plan Abstract The marketing plan is enterprises tactical plan, the marketing strategy speaking of the enterprise is makes the correct matter, but marketing plan then is correctly works. Set of complete marketing plans including below content: The market environment and the analysis (profession, competitor, consumer analyze, the SWOT analysis and so on), the market localization, the marketing goal (sales goal and market goal), the 4P strategy combination (product, fixed price, channel, promotion, in promotion divide into advertisement, consumer promotes sales, terminal promotion, wholesale promotion, personnel sells, public relations and so on), the marketing personnel manages the organization skeleton, marketing expense budget and motion timetable and so on. In enterprises actual management process, the marketing plan often bumps into the situation which is unable effectively to carry out, one kind of situation is the marketing strategy is not correct, the marketing plan only can be one misfortune after another, acceleration enterprises deterioration; Another kind of situation then is the marketing plan is unable to implement the realization, cannot transform the marketing strategy as the effective tactic. The marketing plan full display function foundation is the correct strategy, a perfect strategy may not need to depend upon the perfect tactic, but lo