市场营销计划书(marketing plan)

第一篇：市场营销计划书(marketing plan)

MARKETING YOUR BUSINESS FOR SUCCESS

WORKSHOP INTRODUCTION

MARKETING YOUR BUSINESS FOR SUCCESS WORKBOOK

Training ModuleIdentify strategies for conducting market research Target market Product/service Location Promotional strategy

* List disadvantages of developing a marketing plan

* Prepare a marketing plan outline

* Develop an effective marketing strategy Promotional strategy

MARKETING YOUR BUSINESS FOR SUCCESSUNDERSTANDING THE MARKETPLACE

Marketing plays a vital role in successful business ventures.How well the plan you develop markets your business, along with the management and financial management plans, will ultimately determine your degree of success or failure.The key elements of a successful marketing plan are to 1)know your customers--their likes, dislikes and expectations, and 2)to know your competitors--their strengths and weaknesses.By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill customers needs, better understand competitors and identify changes in the marketplace that can affect your bottom line.The purpose of the marketing plan is to define your market, i.e., identify your customers and competitors, to outline a strategy for attracting and keeping customers and to identify and anticipate change.Your business will not succeed simply because you want it to succeed.It takes careful planning and a thorough understanding of the marketplace to develop a strategy that will ensure success.Understanding the Marketplace

Generally, the first and most important step in understanding the market is to study it through market research.In the case of a franchise, the franchisor has developed a marketing program, so you will need to review the program he or she has provided.Look over the plan to determine what product/service you will offer and write a description of it.Even though a franchisor has described your product or service, it is a good idea to develop and write your own description because this process helps you to know your product or service--a key variable in any successful marketing plan.When describing your product or service outline what you feel are its unique aspects, and explain how or why these aspects will appeal to customers.Emphasize the special features that you feel are its selling points.These features are what you will use to convince customers to purchase your product or service.Next go over sales projections, determining if there is a demand for the product or service.In the case of a franchise, the franchisor will have developed the projections.Study this data to see how he or she arrived at these projections.This will help you to better understand how the marketplace operates relative to your product/service, and it can help you develop the skills necessary to identify and anticipate changes in the marketplace.Start your own file on marketplace trends.Periodically review your data, looking for shifts in the market.If changes are occurring, you should modify the marketing plan to coincide with these changes.In franchise operations, it is customary for the franchisor to update the marketing plan periodically to reflect changes in the marketplace and to keep the marketing program current.A marketing plan should answer these questions:

* Is this product or service in constant demand? * How many competitors provide the same product or service? * Can you create a demand for your service or product? * Can you effectively complete in price, quality and delivery? * If a franchise, will the franchisor price the product or service to give you the projected profit?

Review your program to ensure that it answers these questions.If your plan doesn't answer the questions, it will need to be modified, or you will need to devise a strategy that will provide a means for answering them.When you are satisfied that you understand the program, how the market operates and how to identify market shifts and trends, start writing the marketing section of your business plan.Even if you adopt a marketing program that has been developed elsewhere, it is your responsibility to promote your product or service by cultivating the marketplace, i.e., attracting and keeping customers.You can accomplish this aim by knowing your market, your customers, your competitors and your product/ service.Don't rely solely on the program provided by a franchisor or others, gather and assess your own data using the techniques outlined in your plan.By gathering and analyzing this information, you will be better able to determine if your program is in line with your competitors, if it is in line with industry averages and what adjustments you can make to improve your overall competitiveness.A sample “Marketing Plan” is attached as part of Appendix I.Study it carefully, then try to develop a similar program for your business plan.MARKET RESEARCH

Strategies for Researching the Market

Researching your market is perhaps the easiest way to assess it.Market research does not have to be costly, nor does it have to be a complex process.It can be as simple and as easy as surveying a cross-section of your consumers(focus group)to get their opinions about the product or service you will be offering, or conducting a telephone or mail survey.The disadvantages of using the telephone or mail survey method are the individuals you contact may not be interested in responding to a survey.Other market research techniques include analyzing demographic data, such as population growth/decline rate;age range, sex, income/educational level;brainstorming with family and friends, focus group interviews.Whatever method you use, your focus should be on gathering enough information to determine who your potential customers are--their needs, wants and expectations;if there is a demand for your product or service;who your competitors are and how well they are doing.Market research should answer questions such as:

* Who are your customers and potential customers? * What kind of people are they? * Where do they live? * Can and will they buy the product or service you're offering? * Are you offering the kinds of goods or services they want--at the best place, the best time and best amounts? * Are your prices consistent with what the buyers view as the products' values? * Are you applying the promotional programs in a way that will bring about success? * What do customers think of your franchise? * Who are your competitors? * If a franchise, how does your operation compare with the competition?

While there are some disadvantages to market research--it's a costly, time-consuming process, builds in biases that distort information, ignores answers or lets arrogance or hostility cut off communications at some point in the marketing process--the advantages, however, outweigh the disadvantages.Don't forego this process or stop halfway because you are not getting the desired results.This may be an indication that you are going into the wrong business or that there isn't a market for your product or service.Don't be discouraged.You simply may need to modify your original plan.A few of the benefits of market research are outlined below.* Learning who your customers are and what they want.* Learning how to reach your customer and how frequently you should try to communicate with them.* Learning which appeals are most effective and which ones aren't.* Learning the relative successes of different marketing strategies in relation to their return on investment.While market research may appear to be a tedious, time-consuming process, it is necessary if you want to be successful.Think of market research as simply a method of finding out what catches customers' attention by observing their actions and drawing conclusions from what you see and as an organized way of finding objective answers to questions every business owner and manager must answer in order to succeed.Market research focuses and organizes marketing information, ensuring that it is timely and that it provides what you need to:

* reduce business risks, * spot problems and potential problems in your current market, * identify and profit from sales opportunities, and * get basic facts about your markets to help you make better decisions and set up plans of action.If viewed from this stand point, market research is an invaluable tool that can save you time, effort and money._________________________________________________________________

SELF-PACED ACTIVITY

During this activity you will answer the following questions:

* Do you have a marketing plan? Yes___ No___ * If yes, which elements described in pages 1-5 did you NOT include?

* Have you conducted any marketing research?

* If yes, how and what methods did you use?

* If no, why?

MARKETING YOUR BUSINESS FOR SUCCESSage profession/career educational level market research data nearest direct and indirect competitors assessment of how competitors businesses are doing similarities and dissimilarities between your product or service and competitor's describe your product or service

Try to describe the benefits of your goods or services from your customer's perspective.Emphasize its special features--i.e., the selling points.Successful business owners know or at least have an idea of what their customers what or expect from them.This type of anticipation can be helpful in building customer satisfaction and loyalty.* Develop Marketing Budget costs allocated for advertising and promotions list of advertising media to be used

Operating an effective marketing plan requires money, so you will have to allocate funds from your operating budget to cover advertising, promotional and all other costs associated with marketing.Develop a marketing budget based on the cost for the media you will use, and the cost for collecting research data and monitoring shifts in the marketplace.* Describe Location(Place)advantages and disadvantages of location

Again, try to describe the location of your business from your customer's perspective.Describe its assets--i.e., the convenience, whether or not public transportation is accessible, the safety aspects--street lighting, well lit parking lot or facility, decor, etc.Your location should be built around your customers, it should be accessible and should provide a sense of security.An advantage of purchasing a franchise is the franchisor oftentimes assist in site selection and decorating.* Develop Pricing strategy retail costing and pricing pricing below competition price lining service costs and pricing(for service businesses only)material costs overhead costs

Although your pricing strategy may be based on the strategy devised by others, you should study this plan and the strategies used by competitors.That way you will acquire a thorough understanding of how to price your product or service, and you can determine if your prices are in line with competitors, if they are in line with industry averages and what adjustments you can make to bring them in line.The key to success is to have an well-planned strategy, to establish your policies and to constantly monitor prices and operating costs to ensure profits.Keep abreast of changes in the marketplace because these changes can affect your bottom line.* Develop an effective Promotional Strategy

print media(newspaper, magazine, classified ads, Yellow Pages advertising, brochure)television business cards THE MARKETING PLAN: ITS ADVANTAGES AND DISADVANTAGES

A well-written, comprehensive marketing plan is the focal point of all business ventures because it describes how you plan to attract and retain customers--the most crucial aspect of a business.And why are customers so important? The answer is simple.They ultimately are the means by which you will generate the income needed for daily operations, to repay debts and to turn a profit.In essence, the customers are your life line and the marketing plan is the pipeline that allows you access to them--i.e., to fulfill their needs and expectations.The marketing plan is essential to any successful business.It is the heart of the business, the basis from which all other operational and management plans are derived.Marketing offers you a wealth of information that if applied correctly virtually can ensure your success.Therefore, it is important that you, as a first-time business owner, develop a comprehensive, effective marketing plan.If you need assistance in accomplishing this task, contact your local SBA office.Consult the local telephone directory under “U.S.Government” for the telephone number and address of the office nearest you.Advantages/Disadvantages of Developing a Marketing Plan An effective marketing plan will certainly boost your sales and increase your profit margins, which is the goal of every business owner.It is a milepost down the road to success and, as such, care and time should be put into its development.You must be able to convince customers that you have the best product or service for them at the best possible price.If you cannot convince potential customers of this, then you are wasting your time and money.This is where the marketing plan comes into play, and this is why it is so important.There are numerous advantages you can extract from the marketplace if you know how.And the marketing plan is an excellent tool for identifying and developing strategies for extracting these advantages.A few of the advantages are outlined below.The plan:

* identifies needs and wants of consumers * determines demand for product or service * aids in design of products/services that fulfill consumers needs * outlines measures for generating the cash for daily operation, to repay debts and to turn a profit * identifies competitors and analyzes your firm's competitive advantage * identifies new product/service areas * identifies new and/or potential customers * allows for test to see if strategies are giving the desired results.Some of the disadvantages of the market plan are:

* identifies weaknesses in your business skills * leads to faulty marketing decisions based on improperly analyzed data * creates unrealistic financial projections if information is interpreted incorrectly * identifies weaknesses in your overall business plan

The marketing plan offers numerous advantages;however, as you can see, there can be drawbacks.Remember, however, the advantages outweigh the drawbacks, so seek professional assistance when you are developing the marketing section of your business plan.It will be worth the investment.__________________________________________________________________

SELF-PACED ACTIVITY

During this activity you will:

* Identify and list the advantages and disadvantages of developing a marketing plan.MARKETING YOUR BUSINESS FOR SUCCESSage profession educational level market research data nearest direct and indirect competitors assessment of how competitors businesses are doing similarities and dissimilarities between your product or service and competitors

III.Description of Product or Service emphasize special features, i.e., the selling points

IV.Marketing Budget costs allocated for advertising and promotions list of advertising media to be used and an estimate of cost for each medium

V.Description of Location advantages and disadvantages of location

VI.Pricing Strategy retail costing and pricing pricing below competition price lining service components labor costs DEVELOPING AN EFFECTIVE MARKETING STRATEGY

An advantage of purchasing a franchise is that the marketing plan is provided by the franchisor.While this saves you the time and energy it takes putting together a marketing program, it doesn't, however, ensure that you will attract customers to your franchise.How well your advertisements and promotions draw customers will ultimately determine how effective your marketing strategy is.While a reputable franchisor will not sell you a franchise in a territory where there is not a market, or where the market is declining, it is your responsibility to cultivate your designated market.Whether you are independent or a franchise, one of the easiest ways to do this is through advertising and promotions.Remember the aim of the advertising and promotional strategy is to create awareness of your product or service, to arouse customers' needs and expectations to the point of consumption and to create a loyal stream of satisfied customers who continue to patronize your business.Effective Advertising and Promotions Techniques

Perhaps, the first step in developing an effective advertising and promotional strategy is to understand the difference between the two concepts.Most people think that advertising and promotions are one in the same;there is, however, a distinction between the two.While both advertising and promotions use the different media formats--print, radio and television--as a way of conveying a message, promotion encompasses much more.It is the method of advertising and can entail community involvement.This could mean sponsoring a Boy or Girl Scout troop, allowing non-profit organizations to use your facility, such as, letting the high school drama club use your parking lot for a car wash fund raiser, sending an underprivileged child to day camp or involvement in any type of positive community activity that will bring attention to your business.While advertising is a way of keeping your business is the public's eye, promotions are a way of signaling that you are concerned and committed to the welfare of the community and its residents.This commitment may be one of the most effective techniques for building customer loyalty.People tend to be more supportive of businesses and organizations that give something to the community rather than those that just take from the community, never giving anything in return.Now, let's look at how to develop an effective advertising program and promotional program for your business.The Key to a Successful Advertising and Promotional Plan

Advertising

Advertising plays an important role in successful business ventures.It entails identifying and selecting the media that provide the greatest amount of exposure for your business and developing effective, yet appropriate materials for each medium.It is more than running an ad in a local newspaper, on a radio or television station or just simply hanging a sign outside your business and waiting for the customers to purchase your product or service.It requires that you know your product or service--that is, the selling points--and that you develop literature that can arouse the customers' consciousness levels to the point that they are curious enough to investigate it, and then raises their need or desire levels to the point that they are willing to purchase it.Advertising keeps your product or service in the public's eye by creating a sense of awareness.Yet this awareness alone will not ensure the success of your business.Thus, advertising not only has to be effective, it also has to be a continuous process.When developing an effective advertising strategy for a franchise, review the national advertising materials the franchisor has developed and determine if they can be applied regionally or locally.If they can, select the media that will provide the greatest amount of exposure and the most effective means for promoting your franchise.If the national materials are inappropriate, you may need to modify or develop your own materials.Remember, however, that you may have to get the franchisor's approval to use these materials.As a courtesy, regardless of the advertising policies in the franchise agreement, allow the franchisor to review these materials.Once you are satisfied with the advertising materials, select the media that will best market your business.Since advertising can be costly, try to use a medium that is cost effective, yet will effectively market your business.If this is not possible, then be prepared to spend what is necessary to promote your business effectively--the outcome will be worth the investment.It may be a good idea to mix the different media formats that you use.For example, design a brochure that describes your product or service, emphasizing its selling points(special features).Place copies of the brochure in strategic locations of your business to use as customer handouts.Or, devise a customer survey.The survey should focus on whether customers like the product or service, the quality of the product/service, ways to improve it, the quality of service provided by staff--their friendliness and courtesy.Place the survey with a self-addressed, stamped envelope near the check-out counter and ask customers to mail in or return the survey when they come back.Review their comments with staff and implement those suggestions that are practical, cost efficient and can improve the overall quality of service your business provides.Other media formats to use are:

* newspaper, radio or television ads(newspaper advertising is the least expensive and television advertising is the most expensive of these formats).You probably will need professional advice and assistance when developing ads for these media formats.* business cards.* classified ads in the local newspaper.* direct marketing.* telemarketing(this format can be expensive, also).* Yellow Pages advertising.* samplingAPPENDIX IADVERTISING/PROMOTIONAL STRATEGIC MIX

_________________________________________________________________

THE ENTREPRENEUR'S MARKETING PLAN

This is the marketing plan of_____________________________________

I.MARKET ANALYSIS

A.Target MarketMARKET MIX

A.Image

1.First, what kind of image do we want to have(such as cheap but good, or exclusiveness, or customer-oriented, or highest quality, or convenience, or speed, or...)?

______________________________________________________

B.Features

1.List the features we will emphasize:

a.___________________________________________________

b.___________________________________________________

c.___________________________________________________

C.Pricing

1.We will be using the following pricing strategy:

a.Markup on cost ____ What % markup? ______

b.Suggested price ____

c.Competitive ____

d.Below competition ____

e.Premium price ____

f.Other ____

2.Are our prices in line with our image?

YES___ NO___

3.Do our prices cover costs and leave a margin of profit?

YES___ NO___

D.Customer Services

1.List the customer services we provide:

a.____________________________________________

b.____________________________________________

c.____________________________________________

2.These are our sales/credit terms:

a._____________________________________________

b._____________________________________________

c._____________________________________________

3.The competition offers the following services:

a.______________________________________________

b.______________________________________________

c.______________________________________________

E.Advertising/Promotion

1.These are the things we wish to say about the business:

______________________________________________________

______________________________________________________

______________________________________________________

2.We will use the following advertising/promotion sources:

1.Television ________ 2.Radio ________ 3.Direct mail ________ 4.Personal contacts ________ 5.Trade associations ________ 6.Newspaper ________ 7.Magazines ________ 8.Yellow Pages ________ 9.Billboard ________ 10.Other___________ ________

3.The following are the reasons why we consider the media we have chosen to be the most effective:

_______________________________________________________

_______________________________________________________

_______________________________________________________

MARKETING YOUR BUSINESS FOR SUCCESSPRICE / QUALITY MATRIX SALES APPEALS

PRICE/QUALITY HIGH MEDIUM LOW

HIGH “Rolls Royce” “We Try Harder” “Best Buy” Strategy Strategy Strategy

MEDIUM “Out Performs” “Piece of the Rock” “Smart Shopper” Strategy Strategy Strategy

LOW “Feature Packed” “Keeps on Ticking” “Bargain Strategy Strategy Hunter” Strategy

MARKETING YOUR BUSINESS FOR SUCCESSMARKETING TIPS, TRICKS & TRAPS

1.Marketing Steps * Classifying Your Customers' Needs * Targeting Your Customer(s)* Examining Your “Niche” * Identifying Your Competitors * Assessing and Managing Your Available Resources

Human Production

_________________________________________________________________

NOTES AND STRATEGIES FOR YOUR BUSINESS

_________________________________________________________________

MARKETING TIPS, TRICKS & TRAPS

2.Marketing Positioning

* Follower versus Leader * Quality versus Price * Innovator versus Adaptor * Customer versus Product * International versus Domestic * Private Sector versus Government

________________________________________________________________

NOTES AND STRATEGIES FOR YOUR BUSINESS

_________________________________________________________________

MARKETING TIPS, TRICKS & TRAPS

3.Sales Strategy

* Use Customer-Oriented Selling Approachby agreeing to discuss what the customer wants to achieve.* Phase Two: Determine Customer Objective and Situational Factorsby agreeing that using your product/ service will indeed achieve what customer wants.* Phase Four: Obtaining Customer Commitment-By agreeing that the customer will acquire your product/service.* Emphasize Customer Advantage

Must be Read: When a competitive advantage can not be demonstrated, it will not translate into a benefit.Must be Important to the Customer: When the perception of competitive advantage varies between supplier and customer, the customer wins.Must be Specific: When a competitive advantage lacks specificity, it translates into mere puffery and is ignored.Must be Promotable: When a competitive advantage is proven, it is essential that your customer know it, lest it not exist at all._________________________________________________________________

NOTES AND STRATEGIES FOR YOUR BUSINESS

_________________________________________________________________

MARKETING TIPS, TRICKS & TRAPS

4.Benefits vs.Features

* The six “O's” of organizing Customer Buying Behavior

ORIGINS of purchase: Who buys it? OBJECTIVES of purchase: What do they need/buy? OCCASIONS of purchase: When do they buy it? OUTLETS of purchase: Where do they buy it? OBJECTIVES of purchase: Why do they buy it? OPERATIONS of purchase: How do they buy it?

* Convert features to benefits using the “...Which Means...” Transition

* Sales Maxim: “Unless the proposition appeals to their INTEREST, unless it satisfies their DESIRES, and unless it shows them a GAIN--then they will not buy!”

* Quality Customer Leads: Level of need Ability to pay Authority to pay Accessibility Sympathetic attitude Business history One-source buyer Reputation(price or quality buyer)

_________________________________________________________________

NOTES AND STRATEGIES FOR YOUR BUSINESS

_________________________________________________________________ CONVERT FEATURES INTO BENEFITS--THE “...WHICH MEANS...” TRANSITION

FEATURES “WHICH MEANS” BENEFITS

Performance Time Saved Reputation Reduced Cost Components Prestige Colors Bigger Savings Sizes Greater Profits Exclusive Greater Convenience Uses Uniform Production Applications Uniform Accuracy Ruggedness Continuous Output Delivery Leadership Service Increased Sales Price Economy of Use Design Ease of Use Availability Reduced Inventory Installation Low Operating Cost Promotion Simplicity Lab Tests Reduced Upkeep Terms Reduced Waste Workmanship Long Life

BUYING MOTIVES RATIONAL EMOTIONAL

Economy of Purchase Pride of Appearance Economy of Use Pride of Ownership Efficient Profits Desire of Prestige Increased Profits Desire for Recognition Durability Desire to Imitate Accurate Performance Desire for Variety Labor-Saving Safety Time-Saving Fear Simple Construction Desire to Create Simple Operation Desire for Security Ease of Repair Convenience Ease of Installation Desire to Be Unique Space-Saving Curiosity Increased Production Availability Complete Servicing Good Workmanship Low Maintenance Thorough Research Desire to be Unique Curiosity

第二篇：市场营销计划书

市场营销计划书

一枝红家具销售计划书

第一章 基本目标

本公司一枝红销售目标如下：

一、销售额目标：

（一）部门全体：万以上；

（二）每一员工／每月：元以上；

二、新产品的销售目标：万元以上。

第二章 基本方针

本公司的业务机构，必须一直到所有人员都能精通其业务、人心安定、能有危机意识并有效地活动时，才不再做任何变革。

二、贯彻少数精锐主义，不论精神或体力都须全力投入工作，使工作向高效率、高收益、高分配（高薪资）的方向发展。

三、为加强机能的敏捷、迅速化，本公司将大幅委让权限，使人员得以果断抉择，实现上述目标。

四、为达到责任目标及确立责任体制，本公司将贯彻重赏、重罚政策。

五、为使规定及规则完备，本公司将加强各种业务管理。

六、为促进零售店的销售，应设立销售方式体制，将原有购买者的市场转移为销售者的市场，使本公司具有主导代理店、零售店的权利。

七、将出击目标放在零售店上，并致力于培训、指导其促销方式，借此进一步刺激需求的增大。

第三章 业务机构计划

一、内部机构

（一）一枝红营销中心加强策划工作，借以促进销售活动。

（二）一枝红销售部实行新的出差管理办法。

（三）加强销售部市场开发力度，致力于推广销售活动。

（四）以上各新体制下的业务机构暂时维持现状，不做变革，借此确立各自的责任体制。

（五）在业务的处理方面若有不备之处，再酌情进行改善。

二、外部机构

营销制度将维持由本公司→零售商的特许经营销售方式。

第四章 零售商的促销计划

一、新产品销售方式体制

（一）将全国有实力的家零售商店依照区域划分，于各划分区内采用新产品的销售方式体制。

（二）新产品的销售方式是指每人各自负责家左右的店，每周或隔周做一次访问，借访问的机会督导、奖励销售，进行调查、服务及销售指导、技术指导等，借此促进销售。

（三）上述的家店所销出的本公司产品的总额须为以往的2倍。

（四）库存量须努力维持在零售店为1个销售周期库存量。

（五）销售负责人的职务内容及处理基准应明确化。

二、新产品的推广与活动

（一）为使以新产品的销售方式所推动的促销活动得以开展，另外又以全国各主力零售店为中心，要依地区另建立新产品推广办法。

（二）新产品推广的主要内容大致包括下列10项：

1．制定推广方案；

2．赠送本公司产品的促销品；

3．专卖店使用推广用形象用品；

4．对经销商进行有效激励；

5．专卖店之间的良性销售竞争；

6．分发广告宣传单；

7．积极支援经销商；

8．举行讲习会、研讨会；

9．增设新品专区；

10．介绍新产品。

（三）协作会的存在方式是属于非正式性的。

三、提高零售店店员的责任意识

为加强零售店店员对本公司产品的关心，增强其销售意愿，应加强下列各项实施要点：

（一）奖金激励对策———零售店店员每次售出本公司产品，当销售量达到一定阶段，即赠奖金给本人以激增其销售意愿。

（二）人员的辅导

1．区域经理可在访问时进行教育指导说明，借此提高零售店店员的销售技术以及对产品的知识。

2．销售区域经理可亲自站在店头接待顾客、示范销售动作或进行技术说明，让零售店的店员从中获得间接的指导。

第五章 扩大顾客需求计划

确实的广告计划

（一）在新产品销售方式体制确定之前，暂时先以人员的访问活动为主，把广告宣传活动作为未来所进行的活动。

（二）针对广告媒体，再次进行检查，务必使广告计划达到以最小的费用创造出最大的成果的目标。

（三）为达成前述两项目标，应针对广告、宣传技术做充分的研究。

第六章 营业实绩的管理及统计

一、调查卡的管理体制

利用各零售店店员所送回的顾客调查卡，将销售额的实绩统计出来，或者根据这些来改革产品销售方式体制及进行其他的管理。

（一）依据区域处别，统计××家商店的销售额；

（三）另外几种销售额统计须以各区域为单位制作。

二、根据上述统计，可观察各店的销售实绩及掌握各负责人员的活动实绩、各品种类的销售实绩等。

第七章 营业预算的确立及控制

一、必须确立营业预算与经费预算，经费预算的决定通常随营业实绩做上下调节。

二、预算方面的各种基准、要领等须加以完善，成为示范本，本部与各部门则需交换合同。

三、针对销售部门所做的预算、统计、比较及分析等来确定对策。

四、部门的经理应分年、期、月，分别制定部门的营业方针及计划，并提交给营销中心，修正后定案。

第三篇：市场营销计划书

世纪皇苑大酒店“十一”营销策划案

（封面自选）

策划人

市场环境：

自改革开放，中国的酒店行业开始迅速崛起。不乏出现高星级大酒店，而这些大酒店也正是本公司的市场竞争对手。中国的经济水平属于小康，相对于高端商务酒店，中国人在节庆出游时期，更愿意住经济型酒店。经济型酒店在发展中国家的市场开拓和这些国家本土品牌的发展。近些年来，中国经济型酒店的扩张也非常迅速。世界著名的经济型酒店品牌陆续进入，中国本土的经济型酒店品牌也同时开始发展起来。

到2008年底，国内经济型酒店数量达到2805家，客房数为312930间，分别为2000年的122倍和96.7倍。中国经济型酒店行业的发展可谓火爆。金融危机对于经济型酒店的发展是个很好的契机，依靠电子商务、电子支付的背后支撑，经济型酒店发展迅速。受金融危机影响，很多商旅人士都压缩了出行成本，而经济型酒店的首要特征就是“经济”，与高端商务型酒店不同，经济型酒店一般挂牌价格在200元以内，适合于自助游、家庭游和一般的出差人员，高性价比是经济型酒店与高档星级酒店对抗的最大优势。于是，原本住星级酒店的旅客更多地选择了经济型连锁酒店，为经济型酒店发展带来了机遇。

2009年，随着国内经济复苏，旅游业酒店业率先回暖，头进入快速复苏阶段。截至2009年底，全国共计303个经济型酒店连锁品牌，经济型酒店总数已达到3757家，与2008年同期相比增加了952家，同比增长33.94%。经济型酒店业得以率先复苏，一来得益于其提早布局国内二三线城市，这些市场在金融危机中受到的影响不大。二是经济型酒店不断细分客户，扩大了整体覆盖面。

经济型酒店拥有广阔的增长潜力，尤其体现在它的可持续增长能力上。经济型酒店是中国酒店业中年轻的增长群体，具备强大的可持续增长潜力。随着中国经济的发展，国内中小企业人员出差、营销、采购，事业、机关、团体单位公务，个人办事，80%以上的人士将入住经济型酒店。并且近年来90%以上的国内旅游团队都是入住经济型酒店。市场对经济型酒店需求量非常大。

不断出现的新品牌和国外经济型酒店品牌的持续介入，使得中国经济型酒店市场“硝烟弥漫”。但是相对于中国众多的人口、巨大的消费能力和高于国外经济型酒店发展同阶段的经济增长速度来讲，经济型酒店在中国仍然是一种全新的酒店业态，中国经济型酒店仍然处在发展的初期，空间仍然巨大。而且，中国二三线城市的经济型酒店发展水平相对滞后，与消费能力存在较大的差距。对此，2010年3月商务部明确出台相关政策鼓励发展中小规模经济型酒店，因而经济型酒店在未来几年将会持续高速增长

对于节庆期间的经济性酒店，旅客通常会出现满房的尴尬，而对于高端酒店，却望而止步。相对的，在于高端酒店，虽有富户入住，也没有处于满额这种境遇。

所以，在即将到来的十一国庆，为了公司得到最大利润，策划以下措施：

1、利用网路宣传营销：

本大酒店位于浙江杭州，而杭州西湖及其宋城在十一势必引来大群游客，而游客来杭州第一要务便是寻找落脚地。为了让各地游客能熟知本酒店，网路将是一个很好的选择。中国网络用户基本达80%，网络的宣传速度同样是世界首选。但是为了在同行中脱颖而出，吸引游客眼球，炒作必不可少。可以PS几段热门电影或电视剧片段，在其中挂上本酒店名字。如：金庸剧中的悦来酒店改编世纪皇苑大酒店、龙门客栈改编世纪皇苑大酒店„„诸如此类。

2、改变各类房间类型：

为吸引更多游客，酒店可以将一批房间改编经济房。对经济房撤销各类高端房服务，仅提供经济房应有的服务。建议将酒店客房下二层在十一临时改编经济房，对上二层高端客房保留，包括2间总统套房。下三层的棋牌室、餐厅不做改编，保留其原貌。

3、店外特设品尝棚：

为吸引不住酒店的游客，品尝棚可以让游客品尝酒店的食物，以此推广酒店知名度。可让几位迎宾员在平常棚打活广告。

4、整顿员工：

服务员的态度将是顾客满意度的一个评估标准。裁员服务态度不端的服务员，势必让客人有宾至如归的感觉。为弥补裁员的空缺，可向全国招员，摒弃学历门槛，以工作能力与道德素质作评估标准。这不仅为十一的计划，也是酒店长久之计。

5、合作伙伴：

十一不仅仅是酒店的旺季，也是打开全国活路的时机。联系大家酒店，提倡联盟。一是沾大酒店的名气；二是为进军全国做铺路。作为条件，本酒店将是该酒店在杭州的一基点。

行政目标：

十一物品预算：3200000人民币

十一人员预算：1000000人民币

对比2009国庆：提高利润30%

基础收入：6000000人民币

（二）酒店针对人群特征比较明显，我们认为其目标用户市场为：

（1）杭州经济型游客

— 直接消费者和消费行为的决策者

（2）西湖、宋城等景点

— 消费行为的引导者

（3）十一假期、景点、及广告

— 消费行为引导者和产品推荐人

（三）营销策略制定

（1）2010上半年是世纪“探人源”的时机，首先采用“市场跟随者”策略；在完成如上2010年改制目标后，世纪可由“跟随者”策略转为“挑战者”策略，在人气占有率不断提升的情况下，十一前夕正式实施，并实行会员制。

（2）实施整合营销策略。利用综合优势开展横向一体化(渠道策略－市场拓展策略－服务策略)的市场拓展策略。

（3）迅速建立客服网络体系，以直销模式为主，以分销渠道为辅，采用双模型共存的形式。

（4）努力塑造“世纪皇苑大酒店”形象。充分利用公共关系和媒体宣传，创造市场需求，引导消费。

（5）完成（完善）产品的CIS策划，为市场拓展作好视觉形象方面的准备。

（6）建立一只组织健全的服务队伍，完善服务队伍的管理机制、服务机制、奖罚机制等。

（四）行政策略制定行政目标

(1)宣传酒店形象。提升知名度突破50%；

(2)拓展人源渠道，稳定人源网络；

（3）联络公共关系，创造销售社会环境。

（五）行政诉求对象：

直接对象：酒店入住者

（1）杭州游客

（2）商务人员

（3）酒店常驻客

可知对象：公共关系的主要目标对象

（1）相关行业的政府官员及管理者

（2）酒店设施经销商

（3）业内人士（包括酒店行业及相关行业，需求合作机会）（4）媒体

未知对象：对公司经营活动产生影响的目标人群

（1）对大酒店望而生畏的人群

（2）热衷于投资酒店事业的投资商

（六）酒店横幅

平民的脚步，皇家的待遇

环游杭州，世纪陪伴

（七）公关活动的任务

（1）提高企业知名度及产品知名度；

（2）借助宣传攻势，引起合作商的关注与兴趣，依此推进市场营销渠道系统的建设；

（3）通过持续不断的概念炒做，引导、鼓励和促进消费者完成入住消费行为。

（4）为发展公共关系，产生社会影响等提供信息渠道；

（5）引起业内人士的关注，寻求市场合作，增加市场竞争力。

（八）公关活动的设计

活动方案一：消费回扣活动

活动方案二： 品尝棚品尝活动

活动方案三：软媒宣传

活动方案四：“十一”千名入住大奖

活动方案五：终端实效促销

活动方案六：冠名赞助

（九）对于此次十一销售计划，由于改变了大酒店的服务本质，会有较大的风险造成社会性的刺激，势必会失去一些高级客户。以上不可避免，但是同样是进军全国的垫脚石。高级客户失去了还可以招回来。中国的潜质很庞大，而大部分却集中于平民百姓（士别三日，刮目相看）。

总结：总体以经济房作主输出，高端房为辅。开创星级酒店照样经济的宗旨，服务到位，微笑服务的方法，走出杭州，面向全国，引走国际。

第四篇：市场营销计划书

一． 公司概述 一.公司名称：弈天有限责任公司 二.公司地址：鄂尔多斯市 三.公司司徽:

【第 一范文§网整理该文章，版权归原作者、原出处所有。】

共2页,当前第1页12

xiexiebang.com范文网[CHAZIDIAN.COM]

第五篇：市场营销计划书

7、公司在湖南宜采用直销和经销相结合的市场运作模式；直销做样板工程并带动经销网络的发展，经销做销量并作为公司利润增长点；

8、直销采用人员推广和部分媒体宣传相结合的方式拓展市场，针对空调自控产品，我们可以采用小区推广法和重点工程机项目样板工程说服法；

9、为了尽快进入市场和有利于公司的长期发展，应以

长沙为中心，向省内各大城市进军，其中以长沙为核心，以地市为利润增长点；

10、湖南的渠道宜采用扁平化模式并作好渠道建设和管理，在渠道建设方面可以不设省级总经销商，而是以地市为基本单位划分，每个地级市设二个一级经销商，并把营销触角一直延伸到具有市场价值的县级市场，改变目前湖南其他空调自控产品品牌在地级市场长期以来的游击战方式，采用阵地战，建立与经销商长期利益关系的品牌化运作模式，对每个地区市场都精耕细作，稳扎稳打。

11、为了确保上述战术的实现，特别是为了加强渠道建设和管理，必须组建一支能征善战的营销队伍：确保营销队伍的相对稳定性和合理流动性，全年合格的营销人员不少于3人；务必做好招聘、培训工作；将试用表现良好的营销员分派到各区担任地区主管；

12、加强销售队伍的管理：实行三a管理制度；采用竞争和激励因子；定期召开销售会议；树立长期发展思想，使用和培养相结合。

13、销售业绩：公司下达的年销任务，根据市场具体情况进行分解。主要手段是：提高团队素质，加强团队管理，开展各种促销活动，制定奖罚制度及激励方案。

14、工程商、代理商管理及关系维护：针对现有的工程商客户、代理商或将拓展的工程商及代理商进行有效管理及关系维护，对各个工程商客户及代理商建立客户档案，了解前期销售情况及实力情况，进行公司的企业文化传播和公司2009的新产品传播。此项工作在6月末完成。在旺季结束后和旺季来临前不定时的进行传播。了解各工程商及代理商负责人的基本情况进行定期拜访，进行有效沟通。

15、品牌及产品推广：品牌及产品推广在2009年执行公司的定期品牌宣传及产品推广活动，并策划一些投入成本，较低的公共关系宣传活动，提升品牌形象。有可能的情况下与各个工程商及代理商联合进行推广，不但可以扩大影响力，还可以建立良好的客情关系。产品推广主要进行一些“路演”或户外静态展示进行一些产品推广和正常营业推广。

16、终端布置，渠道拓展：根据公司的09的销售目标，渠道网点普及会大量的增加，根据此种情况随时、随地积极配合业务部门的工作，积极配合经销商的形象建设。

17、促销活动的策划与执行：根据市场情况和竞争对手的销售促进活动，灵活策划一些销售促进活动。主题思路以避其优势，攻其劣势，根据公司的产品优势及资源优势，突出重点进行策划与执行。

18、团队建设、团队管理、团队培训

六、配备和预算

1、营销队伍：全年合格的营销人员不少于3人；

2、所有工作重心都向提高销售倾斜，要建立长期用人制度，并确保营销人员的各项后勤工作按时按量到位。

3、为适应市场，公司在湖南必须有一定量的库存，保证货源充足及时，比例协调，达到库存最优化，尽量避免断货或缺货现象。（在长沙已谈好一家经销商，由经销商免费提供门面，人员）。

4、时时进行市场调研、市场动态分析及信息反馈做好企业与市场的传递员。全力打造一个快速反应的机制。

5、协调好代理商及经销商等各环节的关系。根据技术与人员支持，全力以赴完成终端任务。

6、拓宽公司产品带，增加利润点。

7、必须确立营业预算与经费预算，经费预算的决定通常随营业实绩做上下调节。

8、为加强机构的敏捷、迅速化，本公司将大幅委让权限，使人员得以果断速决，但不得对任何外来人员泄露公司价格等机密，在与客户交流中，如遇价格难以定决定时，须请示公司领导；

9、为达到责任目的及确定责任体制，公司可以贯彻重奖重罚政策

市场营销计划书范文