定 價(jià)：54 元
叢書名：高等院校經(jīng)濟(jì)管理類專業(yè)"互聯(lián)網(wǎng)+"創(chuàng)新規(guī)劃教材
- 作者：楊勇 主編
- 出版時(shí)間：2024/2/1
- ISBN：9787301346808
- 出 版 社：北京大學(xué)出版社
- 中圖法分類：F713.50
- 頁碼：302
- 紙張：
- 版次：2
- 開本：16開
本書根據(jù)高等院校營銷策劃人才培養(yǎng)及企業(yè)營銷策劃團(tuán)隊(duì)建設(shè)的需要，適應(yīng)企業(yè)營銷策劃專業(yè)化、規(guī)范化、個(gè)性化的要求，依據(jù)營銷策劃的基本原理，結(jié)合國內(nèi)外營銷策劃的實(shí)踐，從營銷策劃的起源與發(fā)展、營銷策劃基本原理、營銷策劃調(diào)研、營銷策劃的思維與創(chuàng)意、營銷戰(zhàn)略策劃、4P(產(chǎn)品、定價(jià)、渠道和促銷)策劃、營銷策劃書的編制、營銷策劃管理等方面展開系統(tǒng)論述。本書結(jié)構(gòu)清晰，邏輯性強(qiáng)，將營銷實(shí)戰(zhàn)中的經(jīng)驗(yàn)、成功策劃案例優(yōu)化結(jié)合在每章節(jié)的重要原理中，融“原理、實(shí)戰(zhàn)原則以及案例”為一體，力求突出教材的理論性、科學(xué)性及實(shí)踐應(yīng)用性的特征。本書既適合作為高等院校市場營銷專業(yè)教材，也可供其他經(jīng)管類專業(yè)學(xué)生使用，還可供企業(yè)經(jīng)營管理和營銷策劃人員在實(shí)際工作中參考及自學(xué)使用。
楊勇
----------------------------
楊勇，現(xiàn)為運(yùn)城學(xué)院經(jīng)濟(jì)管理系教授、運(yùn)城學(xué)院非公有經(jīng)濟(jì)研究中心主任。中國高校市場學(xué)研究會(huì)理事、山西商業(yè)經(jīng)濟(jì)學(xué)會(huì)常務(wù)理事及學(xué)術(shù)委員會(huì)委員、運(yùn)城市工商聯(lián)（總商會(huì)）企業(yè)管理咨詢顧問、運(yùn)城市人社局公務(wù)員面試考官、鹽湖區(qū)政協(xié)委員、運(yùn)城市商業(yè)聯(lián)合會(huì)副會(huì)長、運(yùn)城市企業(yè)家商會(huì)副會(huì)長、晉陜?cè)S河金三角文化旅游協(xié)會(huì)副會(huì)長。
第1 章 營銷策劃概述 ····························1
1.1 營銷策劃的發(fā)展 ····························3
1.1.1 我國營銷策劃的發(fā)展 ·············3
1.1.2 國外營銷策劃的發(fā)展 ·············6
1.2 營銷策劃的內(nèi)涵與特點(diǎn) ···················6
1.2.1 營銷策劃的內(nèi)涵 ···················6
1.2.2 營銷策劃的特點(diǎn) ···················9
1.3 營銷策劃的作用與內(nèi)容 ················· 10
1.3.1 營銷策劃的作用 ················· 10
1.3.2 營銷策劃的內(nèi)容 ················· 12
1.4 營銷策劃的基本原則與方法 ··········· 16
1.4.1 營銷策劃的基本原則 ··········· 16
1.4.2 營銷策劃的方法 ················· 19
1.5 營銷策劃程序 ····························· 23
1.5.1 國外對(duì)策劃程序的界定 ········ 23
1.5.2 營銷策劃的一般程序 ··········· 26
第2 章 營銷策劃原理 ·························· 33
2.1 策劃的基本原理及其在營銷中的
應(yīng)用 ········································· 35
2.1.1 奇正原理 ·························· 35
2.1.2 系統(tǒng)原理 ·························· 38
2.1.3 博弈原理 ·························· 40
2.1.4 裂變?cè)?·························· 42
2.2 營銷策劃基本原理 ······················· 43
2.2.1 整合原理 ·························· 43
2.2.2 人本原理 ·························· 45
2.2.3 差異原理 ·························· 46
2.2.4 效益原理 ·························· 46
2.2.5 簡易原理 ·························· 46
2.2.6 法理原理 ·························· 46
第3 章 營銷策劃調(diào)研 ·························· 51
3.1 營銷策劃調(diào)研概述 ······················· 53
3.1.1 營銷策劃調(diào)研的含義 ··········· 53
3.1.2 營銷策劃調(diào)研的特征 ··········· 53
3.1.3 營銷策劃調(diào)研的作用 ··········· 56
3.1.4 營銷策劃調(diào)研的流程 ··········· 57
3.2 營銷策劃調(diào)研的內(nèi)容、原則與方法 ··· 58
3.2.1 營銷策劃調(diào)研的內(nèi)容 ··········· 58
3.2.2 營銷策劃調(diào)研的原則 ··········· 62
3.2.3 營銷策劃調(diào)研的方法 ··········· 62
3.3 營銷策劃調(diào)研計(jì)劃書與調(diào)研報(bào)告的
編制 ········································· 66
3.3.1 營銷策劃調(diào)研計(jì)劃書的
編制 ································ 66
3.3.2 營銷策劃調(diào)研報(bào)告的編制 ····· 68
第4 章 營銷策劃思維與創(chuàng)意 ··············· 72
4.1 營銷策劃思維 ····························· 74
4.1.1 營銷策劃思維特點(diǎn) ·············· 74
4.1.2 營銷策劃思維方法 ·············· 76
4.2 營銷策劃創(chuàng)意 ····························· 80
4.2.1 創(chuàng)意理論與規(guī)律 ················· 80
4.2.2 營銷策劃創(chuàng)意的特點(diǎn) ··········· 85
4.2.3 營銷策劃創(chuàng)意的方法 ··········· 87
4.2.4 營銷策劃創(chuàng)意意識(shí)的培養(yǎng)、
營銷策劃創(chuàng)意的思維原則與
開發(fā)途徑 ·························· 93
第5 章 營銷戰(zhàn)略策劃 ·························102
5.1 市場細(xì)分策劃 ····························104
5.1.1 市場細(xì)分策劃的作用和
基礎(chǔ) ·······························104
5.1.2 市場細(xì)分策劃的標(biāo)準(zhǔn) ··········107
5.1.3 市場細(xì)分策劃的方法 ··········109
5.2 目標(biāo)市場選擇策劃 ······················111
5.2.1 目標(biāo)市場營銷策略策劃 ·······111
5.2.2 目標(biāo)市場進(jìn)入策劃 ·············112
5.3 市場定位策劃 ····························114
5.3.1 市場定位步驟策劃 ·············115
5.3.2 市場定位策略策劃 ·············117
5.3.3 市場定位策劃的最佳途徑 ····119
5.4 市場競爭策劃 ····························120
5.4.1 市場競爭戰(zhàn)略策劃 ·············120
5.4.2 市場競爭策略策劃 ·············124
第6 章 產(chǎn)品策劃 ································128
6.1 產(chǎn)品策劃概述 ····························130
6.1.1 產(chǎn)品策劃的含義及意義 ·······130
6.1.2 產(chǎn)品策劃的思路 ················133
6.2 新產(chǎn)品開發(fā)策劃 ·························135
6.2.1 新產(chǎn)品的種類 ···················135
6.2.2 新產(chǎn)品開發(fā)的風(fēng)險(xiǎn) ·············136
6.2.3 新產(chǎn)品開發(fā)的要求、形式及
方向 ·······························138
6.2.4 新產(chǎn)品上市與推廣策劃 ·······139
6.3 品牌策劃 ··································143
6.3.1 品牌策劃概述 ···················143
6.3.2 品牌設(shè)計(jì)策劃 ···················144
6.3.3 品牌延伸策劃 ···················147
6.4 產(chǎn)品包裝策劃 ····························150
6.4.1 產(chǎn)品包裝概述 ···················151
6.4.2 產(chǎn)品包裝策劃的內(nèi)容 ··········152
6.4.3 產(chǎn)品包裝策劃應(yīng)注意的
問題 ·······························155
第7 章 定價(jià)策劃 ································157
7.1 定價(jià)策劃概述 ····························159
7.1.1 定價(jià)策劃的含義 ················ 159
7.1.2 影響定價(jià)策劃的因素 ·········· 159
7.1.3 定價(jià)策劃的原則 ················ 163
7.1.4 定價(jià)策劃的風(fēng)險(xiǎn)防范 ·········· 164
7.2 新產(chǎn)品定價(jià)策劃 ························· 166
7.2.1 撇脂定價(jià) ························· 166
7.2.2 滲透定價(jià) ························· 168
7.2.3 滿意定價(jià) ························· 169
7.3 價(jià)格調(diào)整策劃 ···························· 170
7.3.1 提價(jià)策劃 ························· 171
7.3.2 降價(jià)策劃 ························· 172
7.3.3 價(jià)格折扣策劃 ··················· 173
第8 章 營銷渠道策劃 ························· 176
8.1 渠道策劃概述 ···························· 178
8.1.1 影響渠道策劃的因素 ·········· 178
8.1.2 渠道設(shè)計(jì)策劃 ··················· 180
8.2 招商策劃 ·································· 183
8.2.1 商業(yè)伙伴的選擇標(biāo)準(zhǔn) ·········· 183
8.2.2 商業(yè)客戶的考察評(píng)價(jià) ·········· 184
8.2.3 招商方式的選擇 ················ 185
8.2.4 供應(yīng)鏈關(guān)系策劃 ················ 187
8.3 物流運(yùn)作策劃 ···························· 190
8.3.1 物流概述 ························· 190
8.3.2 物流運(yùn)作策劃 ··················· 194
8.4 渠道風(fēng)險(xiǎn)防范策劃 ······················ 199
第9 章 促銷策劃 ································ 202
9.1 促銷策劃概述 ···························· 204
9.1.1 促銷策劃的含義與作用 ······· 204
9.1.2 促銷策劃的類型和原則 ······· 205
9.1.3 促銷策劃的步驟 ················ 206
9.2 人員促銷策劃 ···························· 207
9.2.1 人員促銷組織設(shè)計(jì) ············· 208
9.2.2 人員促銷程序策劃 ············· 209
9.2.3 推銷人員薪酬與績效管理
策劃 ······························· 218
9.3 廣告策劃 ·································· 221
9.3.1 廣告策劃概述 ··················· 221
9.3.2 廣告策劃的一般過程 ··········224
9.3.3 廣告創(chuàng)意策劃 ···················229
9.4 營業(yè)推廣策劃 ····························231
9.4.1 營業(yè)推廣形式策劃 ·············232
9.4.2 營業(yè)推廣控制策劃 ·············233
9.4.3 展會(huì)營銷策劃 ···················234
9.5 企業(yè)形象策劃 ····························236
9.5.1 企業(yè)形象整體系統(tǒng)構(gòu)成
分析 ·······························236
9.5.2 企業(yè)理念識(shí)別系統(tǒng)策劃 ·······239
9.5.3 企業(yè)行為識(shí)別系統(tǒng)策劃 ·······242
9.5.4 企業(yè)視覺識(shí)別系統(tǒng)策劃 ·······242
第10 章 營銷策劃書的編制 ················248
10.1 營銷策劃書概述 ·······················252
10.1.1 營銷策劃書的含義及
作用 ·····························252
10.1.2 營銷策劃書的種類 ···········253
10.1.3 營銷策劃書的編制原則 ·····254
10.2 營銷策劃書的基本模式 ··············255
10.3 營銷策劃書的內(nèi)容結(jié)構(gòu) ··············256
10.4 營銷策劃書的編寫要求與
編寫技巧 ·································· 261
10.4.1 營銷策劃書的編寫要求 ····· 261
10.4.2 營銷策劃書的編寫技巧 ····· 262
第11 章 營銷策劃管理 ······················· 266
11.1 營銷策劃人員的素質(zhì)要求 ··········· 268
11.1.1 營銷策劃人員應(yīng)具備的
知識(shí) ····························· 268
11.1.2 營銷策劃人員應(yīng)具備的
素養(yǎng) ····························· 269
11.1.3 營銷策劃人員應(yīng)具備的
能力 ····························· 270
11.2 營銷策劃組織與營銷策劃的
實(shí)施 ······································ 274
11.2.1 營銷策劃組織 ················· 275
11.2.2 營銷策劃的實(shí)施 ·············· 278
11.3 營銷策劃控制與效果評(píng)估 ··········· 282
11.3.1 營銷策劃控制 ················· 283
11.3.2 營銷策劃效果評(píng)估 ··········· 288
參考文獻(xiàn) ·············································· 293
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