自我鉴定内容与结构

第一篇：自我鉴定内容与结构

自我鉴定内容与结构

写自我鉴定大多数人都是在网上直接搜索一篇与本人相近的范文，然后照抄。其实网上的一些范文格式并不标准，一份好的自我鉴定的标准模式应由标题、正文和落款三部分构成。

（1）标题。自我签定的标题有两种形式：

1）性质内容加文种构成，如《学年教学工作自我鉴定》。

2）用文种“自我鉴定”作标题。如果是填写自我鉴定表格，不写标题。

（2）正文。正文由前言、优点、缺点、今后打算四部分构成。

1）前言。概括全文，常用“本学年个人优缺点如下：”“本期业务培训结束了，为发扬成绩，克服不足，以利今后工作学习，特自我鉴定如下：”等习惯用语引出正文主要内容。

2）优点。一般习惯按政治思想表现、业务工作、学习等方面的内容逐一写出自己成绩长处。

3）缺点。一般习惯从主要缺点写到次要问题或只写主要的，次要一笔带过。

4）今后打算。用简洁明了的语言概括今后的打算，表明态度，如“今后我一定×××，争取进步”等。

自我鉴定的正方行文，可用一段式，也可用多段式。要实事求是，条理清晰，用语准确。

（3）落款。

在右下方署明鉴定人姓名；并在下面注明年、月、日期

你的自我鉴定是否符合此标准呢？

来源于：http://xiexiebang.com/ziwojianding/

第二篇：市场营销策划书的结构与内容

市场营销策划书的结构与内容

市场营销策划书没有一成不变的格式，它依据产品或营销活动的不同要求，在策划的内容与编制格式上也有变化。但是，从营销策划活动一般规律来看，其 中有些要素是共同的。营销策划书的基本结构可分为以下几项。

封面

策划书的封面可提供以下信息：1.策划书的名称；2.专业、班级、小组及小组成员的名称；3.策划完成日期及本策划适用时间段。

前言

简单介绍此次营销策划的产品，策划实施的时间、范围，以及策划的概略情况。

目录

目录的内容也是策划书的重要部分，是务必让人读后了解策划的全貌。目录具有与标题相同的作用，同时也应使阅读者能方便地查寻营销策划书的内容。

正文

正文是营销策划书中最重要的部分，具体包括以下几个方面内容：

1、策划书概述。

（1）产品简介

（2）营销策划目的部分主要是对本次营销策划所要实现的目标进行全面描述，它是本次营销策划活动的原因和动力。如《长城计算机市场营销企划书》文案中，对企划书的目的说明得非常具体。首先强调“9000B的市场营销不仅仅是公司的一个普通产品的市场营销”，然后说明9000B营销成败对公司长远、近期利益和长城系列产品重要性，要求公司各级领导及各环节部门达成共识，高质量完成任务。这一部分使整个方案的目标方向非常明确、突出。

2、市场状况分析。着重分析以下因素：

(1)宏观环境分析。着重对与本次营销活动相关的宏观环境进行分析，包括政治、经济、文化、法律、科技等。

(2)产品分析。主要分析本产品的优势、劣势、在同类产品中的竞争力、在消费者心目中的地位、在市场上的销售力等。

(3)竞争者分析。分析本企业主要竞争者的有关情况，包括竞争产品的优势、劣势，竞争产品营销状况，竞争企业整体情况等。

(4)消费者分析。对产品消费对象的年龄、性别、职业、消费习惯、文化层次等进行分析。

以上市场状况的分析是在市场调研取得第一手资料的基础上进行的。

3、市场机会与问题分析。营销方案是对市场机会的把握和策略的运用，因此分析市场机会就成了营销策划的关键。只要找准了市场机会，策划就成功了一半。

(1)营销现状分析。对企业产品的现行营销状况进行具体分析，找出营销中存在的具体问题点，并深入分析其原因。

(2)市场机会分析。根据前面提出的问题，分析企业及产品在市场中的机会点，为营销方案的出台做准备。

（3）战略规划。通过市场机会与问题的分析，对如何发挥产品优势、市场机会以及如何规避产品劣势、市场威胁进行总结性的描述。

4、确定具体行销方案。针对营销中问题点和机会点的分析，提出达到营销目标的具体行销方案。行销方案主要由市场定位和4P’s组合两部分组成，具体体现两个主要问题：

(1)本产品的市场定位是什么？

(2)本产品的4P’s组合具体是怎样的？具体的产品方案、价格方案、分销方案和促销方案是怎样的？

5、营销预算

这一部分记载的是整个营销方案推进过程中的费用投入，其原则是以较少投入获得最优效果。用列表的方法标出营销费用也是经常被运用的，其优点是醒目易读。

6、行动方案

把策划活动起止全部过程拟成时间表，具体到何日何时要做什么都标注清楚，作为策划进行过程中的控制与检查。进度表应尽量简化，在一张纸上拟出。人员分配及场地此项内容应说明具体营销策划活动中各个人员负责的具体事项及所需物品和场地的落实情况。

附录

附录的作用在于提供策划客观性的证明。因此，凡是有助于阅读者对策划内容理解、信任的资料都可以考虑敖附录。但是，可列可不列的资料还是以不列为宜，这样可以更加突出重点。

附录的另一种形式是提供原始资料，如消费者问卷的样本、座谈会原始照片等图像资料。附录也要标明顺序，以便阅读者查找。

第三篇：营销策划书结构与内容专题

营销策划书的结构与内容

营销策划书的基本结构可分为以下十项。

1、封面

策划书的封面可提供以下信息:

a.策划书的名称

b.被策划的客户

c.策划机构或策划人的名称

d.策划完成日期及本策划适用时间段

e.编号

2、前言

前言或序言是策划书正式内容前的情况说明部分，内容应简明扼要，最多不要超过500字，让人一目了然。其内容主要是:

a.本次策划的重要性与必要性。

b.策划的概况，即策划的过程及达到的目的。

3、目录

目录的内容也是策划书的重要部分。封面引人注目，前言使人开始感兴趣，那么，目录就务必让人读后了解策划的全貌。目录具有与标题相同的作用，同时也应使阅读者能方便地查寻营销策划书的内容。

4、概要提示

阅读者应能够通过概要提示大致理解策划内容的要点。概要提示的撰写同样要求简明扼要，篇幅不能过长，一般控制在一页纸内。另外，概要提示不是简单地把策划内容予以列举，而是要单独成一个系统，因此其遣词造句等都要仔细斟酌，要起到一滴水见大海的效果。

5、正文

正文是营销策划书中最重要的部分，具体包括以下几方面内容:

(1)营销策划的目的。营销策划目的部分主要是对本次营销策划所要实现的目标进行全面描述，它是本次营销策划活动的原因和动力。这一部分使整个方案的目标方向非常明确、突出。

(2)市场状况分析。着重分析以下因素:

a.宏观环境分析。着重对与本次营销活动相关的宏观环境进行分析，包括政治、经济、文化、法律、科技等。

b.产品分析。主要分析本产品的优势、劣势、在同类产品中的竞争力、在消费者心目中的地位、在市场上的销售力等。

c.竞争者分析。分析本企业主要竞争者的有关情况，包括竞争产品的优势、劣势，竞争产品营销状况，竞争企业整体情况等。

d.消费者分析。对产品消费对象的年龄、性别、职业、消费习惯、文化层次等进行分析。

以上市场状况的分析是在市场调研取得第一手资料的基础上进行的。

(3)市场机会与问题分析。营销方案是对市场机会的把握和策略的运用，因此分析市场机会就成了营销策划的关键。只要找准了市场机会，策划就成功了一半。a.营销现状分析。对企业产品的现行营销状况进行具体分析，找出营销中存在的具体问题点，并深人分析其原因。

b.市场机会分析。根据前面提出的问题，分析企业及产品在市场中的机会点，为营销方案的出台做准备。

(4)确定具体行销方案。针对营销中问题点和机会点的分析，提出达到营销目标的具体行销方案。行销方案主要由市场定位和4P's组合两部分组成，具体体现两个主要问题:

a.本产品的市场定位是什么?

b.本产品的4P's组合具体是怎样的?具体的产品方案、价格方案、分销方案和促销方案是怎样的?

6、预算

这一部分记载的是整个营销方案推进过程中的费用投人，包括营销过程中的总费用、阶段费用、项目费用等，其原则是以较少投人获得最优效果。用列表的方法标出营销费用也是经常被运用的，其优点是醒目易读。

7、进度表

把策划活动起止全部过程拟成时间表，具体到何日何时要做什么都标注清楚，作为策划进行过程中的控制与检查。进度表应尽量简化，在一张纸上拟出。

8、人员分配及场地

此项内容应说明具体营销策划活动中各个人员负责的具体事项及所需物品和场地的落实情况。

9、结束语

结束语在整个策划书中可有可无，t主要起到与前言的呼应作用，使策划书有一个圆满的结束，不致使人感到太突然。

10、附录

附录的作用在于提供策划客观性的证明。因此，凡是有助于阅读者对策划内容理解、信任的资料都可以考虑列人附录。但是，可列可不列的资料还是以不列为宜，这样可以更加突出重点。附录的另一种形式是提供原始资料，如消费者问卷的样本、座谈会原始照片等图像资料。附录也要标明顺序，以便阅读者查找。

第四篇：临床研究总结报告结构与内容

兆科药业（合肥）有限公司

文件编号：

版本号：V4.0 SOP-MW-006 Relevant File NO.1 Structure and Content of Clinical Study Summary Report

Structure and Content of Clinical Study Summary Report:

 Page 1（the contents of each title in page 1 should be listed in separate page）1.Title Page Title page should includes：Generic name of investigation product, drug registration applicant(with seal), research type, research number, study initiation date, study termination date, principal investigator(with signature), study site(with seal), signature of responsible leader of statistics and seal of statistical company, contact information of application, report date, source information retaining site.2.Table of Contents Present the table of contents and corresponding page number of clinical trial summary report.3.Synopsis of Study Report Briefly introduce the accomplished study, and describe the results with meaningful data rather than written description and P-value.4.Ethics-related Information Declare that this completed clinical trial is conducted in compliance with the ethical principles of medical research of human that have their origin in the Declaration of Helsinki, and that has received independent ethics committee/institutional review board approval, as well as the revision application.The approval document of ethics committee, the clinical trial information which is provided to subjects and the sample of subjects’ informed consent form should be provided.5.Clinical Investigators The clinical trial principal investigator’s name, site, duty in this study and CV(is given in appendix)should be provided, as well as the principal investigators, participants, director of statistical analysis and the writer of clinical study final report.6.Abbreviations The full names of abbreviations in study final report. Main text 1.Introduction

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版本号：V4.0 Introduce the background, foundation, appropriateness, target population of the investigational product, along with the current therapies and therapeutic efficacy.To document the basic of the conduct of this study, and the cooperation between declarer and clinical study site.2.Trial Objectives The objectives to achieve of this clinical study.3.Trial Management Description of the management structure, management process and the status of conducting in accordance with GCP, should include the information of the training for the participants as well as monitoring/audit, regulations of reporting adverse events, quality control of laboratories, statistics/data management, appropriate action for the problems occur during this study.4.Trial Design

4.1 Description of the Trial Design and Protocol

The description should be concise and clear, if required, relevant graphs can be used to describe directly.A description of the trial design should include: treatment(drug, dose and use), subjects and the sample size, blinding（un-blinded, single-blinded, double-blinded）, control types, trial design(parallel and crossover)，methods of assigning(random, stratified), duration of the trial and the sequence(the time period between pre-randomization to termination of treatment;the time of treatment interrupting., single-blinding or double-blinding, randomization;to illustrate time arrangement directly by schematic diagram as possible), processing plan and interim analysis for data auditing, problems of safety or special cases.4.2 Consideration of Trial Design and Choosing Control Group d To describe the deterministic accordance and rationality of setting the control group.If control group has not been set, an explanation should be provided;detailed explanations for overcoming selection bias should be provided if without using randomization.To declare the rational consideration of trial-related drug washout period and dose interval.4.3 Selection of Subjects

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版本号：V4.0 Illustrate the indications, inclusion criteria, exclusion criteria and deletion criteria.4.4 Trial Process Describe the applicable process and related information of the investigational product in detail.The name, specification, dosage form, source(s), batch number(should record each batch number of the investigational product(s)if more than one batch number is used), date of expiration and preservation condition of the investigational product should be provided, as well as the detailed description for the investigational product administration(includes reference(s)for dose determination, route of administration, dosage and administration time).Provide detailed description of the method and procedure of random assignment.To describe the procedure of blinding(label, blind table, emergency document, double-dummy technique), situation of emergent unblinding.Appropriate measures should be taken to prevent distinguishing the investigational product and comparator, and to insure blinding could be administrated during data auditing or interim analysis.A specific statement of control bias should be provided, if blinding is inappropriate or permitted.In addition to the investigational product, information of the other drug should be provided, including administration, prohibition, record and guidelines, as well as the evaluation for the regarding results of any effects on investigational product.Provide the details of actions to secure compliance of the subjects, such as investigational products accountability, subjects’ diaries.4.5 Parameters of Efficacy and Safety Detailed information should be provided about the parameters of efficacy and safety, laboratory examination, examination scheduling, examination methods, responsible staffs, flow chart, notes, definition of parameters and the tests results(including ECG, EEG, imaging tests and laboratory tests).The way of receiving adverse events data, criteria and handling of adverse events, should be provided.The primary criteria of endpoint for evaluating therapeutic effect should be illustrated clearly, the

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兆科药业（合肥）有限公司

文件编号：

版本号：V4.0 relevant evidence for determination(such as literatures, guidelines)should be provided, also, relevant evidence should be provided if substituted criteria is use，When measuring drug concentration, should specifies the sampling time of biological samples and the interval administration time, and the possible influence of diet, drug combination, cigarette, alcohol, coffee during the time the subjects receiving investigational product and sampling.Sample processing and measurement should be gone through by method validation, and explanation for special cases should be provided.4.6 Quality Assurance for Data Brief description of quality assurance procedure for guaranteeing the data is accurate and reliable should be provided, including the condition of monitoring/auditing, consistency of entered data, range of the values, logical checking, and the procedure of blind reviewing.When necessary, quality-control-related document should be provided, such as the source documents of consistency checking, range of values, rationality checking, blind reviewing, and the record of the communication of investigator(s)and monitor(s).4.7 Proposal of Statistics Handling and Sample Size Determination

Should clearly describe the definition of analysis set(including Fully Analysis Set, Per Protocol Set(PPS), Safety Database Set, which are all determined by Intention To Treat Principle), types of trial(superiority, equivalence or non-inferiority), definition of primary indicator and secondary indicator, statistical analysis method for all kinds of parameters(the method and software should be recognized worldwide), the methods of evaluating therapeutic effects and safety.Should provide description which is focused on the way of analysis, comparison and statistical tests, and the handling of outliers and missing data, including descriptive analysis, parameter estimation, hypothesis testing, analysis of covariate(including the handling of central effect during multicentre trials).Should describe for the hypothesis of testing and treatment effect to be estimated, methods of statistical analysis and relevant statistical model.Treatment effect estimating should be provided with confidence interval along with calculation method.About the hypothesis testing, should specify to use whether one-side test or two-side test, the reasons for using one-side test should be provide.4 / 10

兆科药业（合肥）有限公司

文件编号：

版本号：V4.0 The definition of all kinds of primary and secondary indicators should be described clearly as well as the exclusion of some cases, along with reasons and detailed description.Calculation method of sample size, calculation procedure, the estimated value of statistics during calculating and its source.4.8 Amendment during Study Trial It is inadvisable to amend study protocol, if amendment is required, any amendments(such as changes of treatment groups, inclusion criteria, dosage, sample size), should be explained and has the approval of ethics committee.The amending time, reasons, procedure and whether it has filed should be described in detailed, as well as to demonstrate the effects for the evaluation for the results of the study.4.9

Interim Analysis To illustrate whether it has interim analysis, if has, should conduct in accordance with the definite study protocol and explain the calculation method of alpha spending function.5.Results 5.1 Subjects 5.1.1 Inclusion of Subjects The number of the subjects involved could be described by chart, including the number of screening, randomization, subject completion and subject incompletion(including those withdraw, be removed, interrupt, and drop out).For the reasons of exclusion, incompletion(including visit missing, adverse effect, poor compliance), whether continue to visit after withdrawing, whether to conduct unblinding when withdrawing, should be analyzed and described.Meanwhile, subjects’ demographic information and the other situation of drug combination should be described.5.1.2 Deviations From the Study Protocol Should describe all the deviations from inclusion criteria, exclusion criteria, subject management, subject evaluation and study procedure.Below should be listed in the report, summarized and analyzed:  

The subject(s)who is/are involved but not be eligible for inclusion in this study.The subject(s)who is/are eligible for the exclusion criteria but not yet to be excluded.5 / 10 兆科药业（合肥）有限公司

文件编号：

版本号：V4.0

  The subject(s)who has/have received incorrect treatment or dosage.The subject(s)who take(s)prohibited medication(s)contemporarily.5.2 Evaluation of Efficacy 5.2.1 Effects Analysis Data Set

Should provide specific definition for the subjects who are involved in effects analysis, including the subjects who have received investigational product, completed the study in accordance with study protocol，or all the subjects who have specific compliance.Should analyze the fully analysis set in general.Should provide detailed description for those subjects who have received investigational product but not yet to be involved to effects analysis data set.5.2.2 Demography and the other Baseline Data To conduct comparable analysis between the trial group by demographic parameter and baseline characteristic data, in general, including the analysis of the fully analysis set which is confirmed by Intention to Treat Principle, and the analysis which is in accordance with protocol set.In multicentre trial, the comparability of each center should be compared.The analysis should includes, age, gender, human race, target disease inclusion criteria, disease progress, severity, clinical specific symptoms, laboratory examination, important prognostic indicator, diseases combined, past history, the other trial-influent factors(such as weight, antibody level)and the other relevant index(such as smoking, alcohol, special diet and menstruation).5.2.3 Compliance To summarize and analyze the measured compliance of each subject(对每个受试者依从性测量的总结及分析。)Should describe the methods/parameters of assurance and recording compliance, such as calculation of medication administration, daily diary card.5.2.4 Analysis of Effects To compare the difference by comparing primary effect index, secondary effect index, pharmacokinetic parameter.Should conduct benefit/risk assessment on each subject when necessary.6 / 10

兆科药业（合肥）有限公司

文件编号：

版本号：V4.0 To perform FAS analysis and PP analysis according to the protocol as stipulated in trial design.Should analyze the classification indicator and numerical index of protocol, provide description of definition basic for newly-setting classification indicator, and if possible, time process which is produced by effect also should be provided.Each branch center of multicentre trial should provide descriptive analysis results(brief summary of branch center), and hypothesis testing may not need to conduct if the sample size is limited.Branch center brief summary should be written by its principal investigator, along with the seal of that branch center and writer’s signature in the title page.The contents should include the relevant information of that center, situation of subject inclusion, deviations from trial protocol, baseline of e.g., demography, descriptive analysis of data, statistical description of primary therapeutic effect index and secondary therapeutic effect index, handling and descriptive statistics of generated adverse effects, comments for the clinical trial of the principal investigator from corresponding branch center.5.2.5 Brief Summary of Efficacy Briefly summarize the efficacy and clinical significance of investigation product by analyzing the primary and secondary therapeutic effect index.5.3 Evaluation of Safety

The subject, who has received investigational products at least once, should be included into safety analytic set.Evaluation of safety has three parts, Part 1: subjects’ level of administering investigational product/exposure, which refers to the dosage, treatment period(s), and number of receiving investigational product;Part 2: to classify the common adverse event and laboratory index in a rational way, compare the difference between each group by using appropriate statistical analysis method, and analyze the possible factors(such as time dependence, dosage, concentration, demographic characteristics)of affecting the frequency of adverse effects/events;Part 3, serious adverse events and the other important adverse event(refer to those adverse events which need clinical procedure, such as stop to receive investigation product, reduce dosage and the other medical treatment)are determined by analyzing the subject(s)who withdraw the trial because of adverse event(s).The causal relationship between all the adverse events and investigational

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兆科药业（合肥）有限公司

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版本号：V4.0 product should be specified.The present adverse event can be summarized by chart, for the adverse events that need to focus on, should provide detailed description.The adverse events of investigational product and control drug should be reported.5.3.1 Level of Administering Investigational Product/Exposure Administering investigational product/exposure time may be described by mean and median, and the number of subjects in some specific period, meanwhile the number of subjects of each sub-group may be listed by the items, such as age, gender, disease, etc.Dose of administering investigational product/exposure may be described by mean and median, also can be expressed as the number of subjects of daily average dose.Administering investigational product/exposure time and dose may be described conjunctively(e.g., the number of subjects in a dose group if the administering investigational product time is at least one month), in the mean time the number of subjects of each sub-group should be listed by the items, such as age, gender, disease.The drug concentration which is related to adverse events or laboratory testing abnormalities should be provided.5.3.2 Analysis of Adverse Event Should analyze all the adverse events of investigational product and control drug, and be illustrated directly by using graphs and charts, which should reveal the frequency, severity of adverse events, also the causal relationship of adverse events and drug administration, adverse events of each system.To compare the frequency of adverse events of treatment group and control group, preferably to compare separately in combination with the severity and causal judgment, if necessary, should analyze the relevance between adverse events and dose of administration, time of administration, feature of baseline and demographic characteristic, respectively.Serious adverse event and the important adverse event that principal investigator consider need to be reported, should be reported and analyzed additionally and attached with case report..The attachment would provide the case report of each subject who has serious adverse event and important adverse event, including case number, demographic characteristic, details of the occurrence of adverse event(initiation time, duration, severity, treatment and the result)and judgment for causal relationship, etc.8 / 10

兆科药业（合肥）有限公司

文件编号：

版本号：V4.0 5.3.3 Safety-related Laboratory Examination According to professional judgment, it would eliminate the non-significant abnormalities that have not relationship with safety, besides, description for significant abnormalities of laboratory examination will be provided.Also, it would supply abnormal items list and the form for the analysis and statistics of treatment group and control group, and the discussion of the changing clinical significance as well as the relationship with investigational product.5.3.4 Brief Summary of Safety Provide overall summary to safety of investigational product, and focus on the adverse event that results in dose adjustment, requiring other treatments, investigational product discontinuation or death.Would present the possible significance of safety for the widely use in clinic of investigational product.5.4 Discussion and Conclusion

Summarize the result of safety and efficacy of clinical study, also, discuss and measure the risk and benefit of investigation product.Briefly and repeatedly report the results are not permitted, as well as raise new result(s).The conclusion should provide evaluation of its significance and possible problems, description for the individual or population obtained benefits during treatment of and problems need to be noticed, and the significance for further study.5.5 Statistical Analysis Report Statistical analyses report, which is provided in appendices, includes, 1.Brief description for the information collection and arrangement of the procedure of the whole clinical trial, which includes objectives, study design, randomization, blinding, blinding review, definition of primary object and secondary objective, regulations of statistical analyses set, handling for missing values and outliers.2．Accurate and complete description of statistical model, which includes, choosing statistical analysis software(should provide the full name and version of the statistical analysis software), the contents of statistical description, regulation for significant level, the choice its reasons for conducting hypothesis testing and establishing confidential interval.If data transformation has been conducted during the process of statistical analyses, rationale of data transformation, and explanation for the assessment of treatment response(base on the transformational data), would be provided.3.Description of the characteristics of baseline for subject inclusion of each group, also the results of statistical tests.4.Statistical description for

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兆科药业（合肥）有限公司

文件编号：

版本号：V4.0 each observation index(primary index, secondary index and composite index, index of comprehensive evaluation and substituted index)for each group and the results of hypothesis testing.Statistical description results of each observation time;also the test statistics and p-value of hypothesis testing would be provided;for instance, the results of t-test(which can be used to determine if two sets of data are significantly different form each other)should include the case number of each sample, mean value, minimum value, maximum value, t-value and p-value.When conducing analysis of variance for efficiently analyzing the primary index, at least should includes mean value and standard deviation of each site and analysis of covariance form(which would take each treatment, the factor of each site and baseline into analyzing).For the information of crossover design, including the information of treatment sequence and its number of subjects, each baseline at the beginning of each phase, washout period and its duration, the situation of drop-out in each phase and ANOVA table(for analyzing treatment, phase and the interaction of treatment and phase).5.The safety evaluation of each group is mainly described by statistical description, including situation of administrating medication(duration, dosage and medication concentration), adverse event rate, detailed description of adverse event, the changes of laboratory tests results before and after the trial, abnormal changes and its relationship with investigational product.The results above should be indicated by statistical table and chart as much as possible, and the conclusion of statistical analyses should be illustrated by accurate statistics glossary.All the statistical calculation procedure should be save as a file so as to audit.6.References Relevant references should be listed in accordance with Vancouver Style, and the copy of principal references should provide in appendix.10 / 10

第五篇：市场营销策划书的结构与内容

2.3.1 市场营销策划书的结构与内容(1)封面

策划书的封面可提供以下信息: a.策划书的名称； b.被策划的客户；

c.策划机构或策划人的名称；

d.策划完成日期及本策划适用时间段； e.编号。(2)前言

前言或序言是策划书正式内容前的情况说明部分，内容应简明扼要，最多不要超过500字，让人一目了然。其内容主要是: a.接受委托的情况；如:×公司接受×公司的委托，就××的广告宣传计划进行具体策划； b.本次策划的重要性与必要性；

c.策划的概况，即策划的过程及达到的目的。(3)目录

目录的内容也是策划书的重要部分。封面引人注目，前言使人开始感兴趣，那么，目录就务必让人读后了解策划的全貌。目录具有与标题相同的作用，同时也应使阅读者能方便地查寻营销策划书的内容。(4)概要提示

阅读者应能够通过概要提示大致理解策划内容的要点。概要提示的撰写同样要求简明扼要，篇幅不能过长，一般控制在一页纸内。另外，概要提示不是简单地把策划内容予以列举，而是要单独成为一个系统，因此其遣词造句等都要仔细斟酌，要起到一滴水见大海的效果。(5)正文

1)营销策划的目的。

2)市场状况分析。着重分析以下因素: a.宏观环境分析。着重对与本次营销活动相关的宏观环境进行分析，包括政治、经济、文化、法律、科技等。

b.产品分析。主要分析本产品的优势、劣势、在同类产品中的竞争力、在消费者心目中的地位、在市场上的销售力等。swot c.竞争者分析。分析本企业主要竞争者的有关情况，包括竞争产品的优势、劣势，竞争产品营销状况，竞争企业整体情况等。

d.消费者分析。对产品消费对象的年龄、性别、职业、消费习惯、文化层次等进行

分析。

以上市场状况的分析是在市场调研取得第一手资料的基础上进行的。3)市场机会与问题分析。a.营销现状分析。对企业产品的现行营销状况进行具体分析，找出营销中存在的具体问题点，并深入分析其原因。

b.市场机会分析。根据前面提出的问题，分析企业及产品在市场中的机会点，为营销方案的出台做准备。

4)确定具体行销方案。针对营销中问题点和机会点的分析，提出达到营销目标的具体行销方案。行销方案主要由市场定位和4Ps组合两部分组成，具体体现两个主要问题: a.本产品的市场定位是什么? b.本产品的4P′s组合具体是怎样的?具体的产品方案、价格方案、分销方案和促销方案是怎样的?(6)预算

这一部分记载的是整个营销方案推进过程中的费用投入，包括营销过程中的总费用、阶段费用、项目费用等，其原则是以较少投入获得最优效果。用列表的方法标出营销费用也是经常被运用的，其优点是醒目易读。(7)进度表

把策划活动起止全部过程拟成时间表，具体到何日何时要做什么都标注清楚，作为策划进行过程中的控制与检查。进度表应尽量简化，在一张纸上拟出。(8)人员分配及场地

此项内容应说明具体营销策划活动中各个人员负责的具体事项及所需物品和场地的落实情况。

(9)结束语

结束语在整个策划书中可有可无，它主要起到与前言的呼应作用，使策划书有一个圆满的结束，不致使人感到太突然。(10)附录

附录的作用在于提供策划客观性的证明。因此，凡是有助于阅读者对策划内容理解、信任的资料都可以考虑列入附录。但是，可列可不列的资料还是以不列为宜，这样可以更加突出重点。附录的另一种形式是提供原始资料，如消费者问卷的样本、座谈会原始照片等图像资料。附录也要标明顺序，以便阅读者查找。